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The top executive said Realme would also “refine” its entry-level smartphone offerings to push consumer demand.
“We recognise the dynamic nature of the smartphone market and continuously adapt our strategies to meet consumers' evolving needs and preferences. While the entry-level market has experienced a decline, we understand the importance of catering to all market segments,” Li said.
“We understand the significance of the entry-level market and will continue to develop and refine our entry-level offerings, ensuring that they deliver value for money and meet the needs of consumers,” he added.
According to Counterpoint Research<\/a>, Realme saw a 52% year-on-year decline in the January-March quarter of 2023, resulting in the brand slipping to fifth place with a 9% share.
Per Counterpoint market analysis, the Chinese brand faced challenges such as inventory build-up and unfavourable market conditions in the sub-Rs 10,000 segments. It is now focusing on offline retail to expand its consumer base.
Li said that the brand is focused on becoming an all-range player in the market, catering to various price points and customer requirements.
“We believe in offering a diverse portfolio that includes both mid-range and premium devices<\/a>, ensuring that our customers have access to the latest technologies,” he added.
On falling market share, the executive said, “We understand the dynamic consumer landscape and the rapid evolution of the smartphone industry. Market share is a factor of evolving consumer preferences, competitive developments, and economic conditions. However, it is and should not be the only assessment of a company’s business performance.”
To regain its lost market share, he said that the company steadfastly committed to its “local cultivation strategy,\" which is making significant contributions to the Indian market. It is setting up a dedicated institute - Realme Global Institute of Leap-forward Technology - in its head office and a specialised branch in India which will work on technologies such as fast charging.
“The Institute will focus on spearheading significant technological advancements, while the branch in India will primarily collect and organise feedback. To ensure the relevance and adaptability of our products in the Indian market, the purpose of establishing a branch in India is to enable Realme to perceive the direction of Indian consumption culture deeply and design products that are more suitable for Indian consumers,” Li said.
The executive revealed that the brand has dedicated resident engineers situated in India. “We have a local testing team and Indian models to optimise the AWB, colour expression, and other related style tendencies regarding local usage habits.”
Other Chinese brands have tied up with camera and camera lens makers to differentiate in the market. For instance, Vivo is driving its presence in the premium segment using its partnership with Zeiss<\/a>, whereas Xiaomi<\/a> has joined Leica<\/a> to bring camera-focused premium smartphones.
Li said that Realme is constantly exploring opportunities for deep partnerships with brands. “We believe that such collaborations can bring together the expertise and strengths of both brands, resulting in exceptional products and experiences for our users,” he said, adding the brand collaborated with Samsung<\/a> for Realme 11 Pro series 5G to use the former’s ISOCELL HP3 SuperZoom sensor.
Realme, as per the executive, is expanding its offline retail presence and intends to increase this network by an additional 50,000 stores by 2023.
“We are expanding our distribution network to ensure our products are easily accessible to consumers across various regions. This includes partnerships with trusted retail channels and e-commerce platforms. To engage a wider demographic of technologically inclined customers, we have established an extensive distribution network comprising more than 30,000 stores across India,” he added.
In 2023, Realme will also actively invest in online and offline strategic marketing campaigns to increase brand awareness and engage with potential customers.
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高管表示Realme还将“提炼”其入门级智能手机产品,推动消费需求。
“我们认识到智能手机市场的动态特性,不断调整我们的策略,以满足消费者的不断发展的需求和偏好。在入门级市场经历了下降的同时,我们懂得迎合所有细分市场的重要性,”李说。
“我们理解入门级市场的意义,并将继续发展和完善我们的入门级产品,确保他们提供物有所值,满足消费者的需求,”他补充道。
根据对比研究,Realme看到一个2023年1季度同比下降52%,导致品牌以9%的市场占有率下滑至第五名。
每个对应的市场分析,中国品牌面临的挑战,如库存累积和不利的市场条件sub-Rs 10000段。现在关注线下零售扩大消费者基地。
李肇星说,品牌是专注于成为一个任意量程球员市场,迎合不同的价格点和客户的需求。
“我们相信提供一个多样化的投资组合,包括中档和高档设备,确保我们的客户获得最新的技术,”他补充道。
市场份额下降,高管表示,“我们理解动态消费景观和智能手机行业的快速发展。市场份额是不断变化的消费者偏好的因素,竞争发展,和经济条件。不过,这也不应该是唯一的评估一个公司的业务表现。”
重新夺回失去的市场份额,他说,公司坚定不移地致力于“当地培养策略,”,这是印度市场做出了重大贡献。这是设置一个专门的学院——Realme全球研究所跨越式的技术——在总部和在印度的一个专业分支技术,如快速充电。
“研究所将致力于带头重大的技术进步,而印度的分支将主要收集和组织的反馈。确保我们的产品在印度市场的相关性和适应性,在印度建立一个分支的目的是使Realme深深的感知印度消费文化的方向,更适合印度消费者设计产品,”李说。
高管透露,该品牌专用的常驻工程师位于印度。“我们有当地的测试团队和印度模型优化AWB,色彩表达,和其他相关风格倾向有关当地使用习惯。”
其他中国品牌与相机和镜头制造商在市场上区分。例如,体内是推动其在高端市场使用它的伙伴关系蔡司,而小米已经加入了徕卡将camera-focused高端智能手机。
李肇星说,Realme不断探索深度与品牌合作的机会。“我们相信这种合作可以汇集的专长和优势品牌,导致我们的用户的特殊产品和体验,”他说,添加品牌合作三星Realme 11 Pro系列5 g使用前的ISOCELL HP3偷拍对面传感器。
按照执行官Realme扩大线下零售业务,并打算这个网络增加一个额外的2023年50000家门店。
“我们正在扩大我们的分销网络,以确保我们的产品方便消费者在不同的地区。这包括与信任的零售渠道和电子商务平台的合作关系。吸引更多人口的技术倾向于客户,我们建立了一个广泛的分销网络包括印度各地30000多家门店,”他补充说。
2023年,Realme还将积极投资于在线和离线战略营销活动增加品牌知名度和接触潜在客户。
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