07 January 2020
Realme, the Chinese smartphone manufacturer has taken big leaps in a very short span by giving a stiff competition to some ruling Chinese companies. The company sold about 15 million handsets in its first year of operation and as of November 2019, Realme has a 14.3% share on the Indian smartphone market.
Since the day of its separation from being a sub-brand of Oppo in 2018, the company is doing great in the smartphone business, especially in India. It has been taking on its bigger rival Xiaomi with similar price points and segments. Realme has been doing great and aspires to gain more success in the coming year.
In an interview with an Indian tech site Mobile Indian, Realme CEO Madhav Sheth threw some light on the company’s upcoming plans, including a phone launching with a 108MP camera. This means we will see a phone competing against the likes of the newly-launched Mi Note 10 Pro from Xiaomi very closely.
There is no doubt that Realme has disrupted the low to mid-range segment by launching worthy competitors to Xiaomi’s phones at comparatively lesser price points in India. But Realme isn’t stopping here and wants to rule or dominate other segments as well. Sheth said that the company wants to be a tech lifestyle brand rather than just a smartphone brand.
“There are a lot of IoT products which we are planning to bring in India. Realme will not be a mobile brand, it will become a tech lifestyle brand,” said Madhav Sheth. “Our philosophy is quite simple. We will introduce IoT products not just for the sake of it, but we will bring such products that help and benefit the users.”
While revealing the upcoming plans, Sheth also said that Realme will double down on its offline strategy and expand the offline stores from around 10,000 to 30,000 to 35,000 retail stores by the end of December 2020. This way the company will target Vivo and Oppo which are mostly the offline-focused market and invest in channel marketing and offline distribution. Realme, since its inception, has mainly focused on the online market but in 2020, it plans to span the offline market as well.
“We have a clear vision for the offline market and will follow the same strategy we adopted in Online market. We know that we will not see the same pace of growth in offline which we saw in online space but we have to reach custom wherever they are present.
Commenting on Realme's association with retailers he said, "We don't give high margins to retailers as compared to other brands. We give around one-fourth of what other brands are giving but we make sure they get the product on time so that they don't feel left out."
The aspirations of Realme are huge and it has to cross even bigger tides, especially in a country where the smartphone market is too much crowded with existing champs.