Real Me GT2 Pro
The first sale was only 3 minutes after the sale, it exceeded 200 million sales, and this hot sales scene often marked another explosion in the mobile phone industry. As realme's first weapon to enter the high-end market, the Real Self GT2 Pro became a hit.
Looking back at the mobile phone industry in 2021, it can be described as the year of the "shuffle war". Due to well-known reasons, Huawei's high-end mobile phone market share has become a target for various mobile phone manufacturers. Although Xiaomi and OV are launching high-end mobile phone products, from the perspective of market data, most of the high-end share is taken away by Apple. This shows that the high-end brand mobile phone in the minds of consumers is not equivalent to a high-performance, high-configuration flagship mobile phone.
How to provide a differentiated high-end mobile phone that can really impress consumers requires serious consideration by various mobile phone companies. Realme is a "latecomer" in the mobile phone industry and the youngest brand. As the world's fastest brand to achieve 100 million sales, in 2021, realme ranked 6th in global mobile phone sales, and domestic mobile phone brand sales ranked 4th, and has entered the first echelon of global mobile phone players.
As the mobile phone brand that understands young people best, what kind of answer does realme give to the high-end of mobile phones?
A high-end mobile phone specially customized for young people, the true self GT2 Pro is the answer of realme, and this answer is verified by young people through the "buy, buy and buy" of real money and silver.
The "high end" of young people is not just the superposition of parameters
If you want to choose a brand that "knows the most young people", it must be realme. As a young brand, realme has the youngest team and proposes a "dare to cross the level" Slogan.
This slogan is not only the concept that young people in Realme want to break the shackles of "seniority ranking" in the mobile phone industry, but also a deeper understanding of the high-end flagship in the hearts of young people today. Not only in terms of hardware configuration, it is necessary to achieve flagship-level configuration, but also to meet the needs of young people, and to exceed young people's expectations for "flagship machines".
In Realme's view, young people's understanding of high-end brands is by no means equivalent to the superposition of a series of top-level mobile phone configurations. Realme understands that the high-end products that young people need are composed of the latest trend design, the coolest black technology, and the resonance with young people.
The first national tide color "koi color" true self V15, spliced plain leather material "Dawn God of War" true self GT, trendy "black mint" color real me GT Neo2... These trend designs that cater to the aesthetics of young people have successfully touched the hearts of young people, and at the same time told the mobile phone industry that the original mobile phone design can still be played like this.
Naoto Fukasawa
Realme and the world's industrial design master Naoto Fukasawa has been cooperating for a long time, insisting on creating a very innovative and trendy beauty of the master design for young people, from the previous widely acclaimed "suitcase" style, to the release of the true self GT2 Pro, for the first time using "same origin with paper" bio-based materials, so that young people in daily life can easily have a minimalist and advanced fashion trend, but also let young people feel the green environmental protection, self-enrichment philosophy of life through the concept of natural aesthetics.
True Me GT2 Pro Master Mori
Young people are fascinated by black technology, how can realme not know? This time, the true self GT2 Pro, the first to carry the latest generation of Snapdragon 8 processor, while taking the lead in the smartphone equipped with fisheye mode, for the photo to bring higher playability, and for the most important signal level for smart phones, the use of the world's first ultra-broadband free switching antenna technology, to ensure that young people in the key team battle, there will be no high delay and drop.
In particular, the design for the performance level of the game - such as the world's first 1000Hz e-sports control engine, such as the stronger diamond ice core cooling system Plus, and then such as the customized new generation of super X-axis linear motors, all of which are designed from the scenes of the actual needs of young people. These bold designs, in the traditional brand's high-end flagship machine, will not appear.
Only by understanding young people better can we design a high-end flagship that is more suitable for young people. Whether it is the functional design of the product or the aesthetic thinking of young people, realme is very precise. This time for young users to launch their own high-end flagship mobile phone Zhenmei GT2 Pro, it can be said that it is a matter of course.
With the recognition of 100 million young people, there is a solid market foundation
At the beginning of realme's entry into the mobile phone market, it entered the game as a "dark horse" and "spoiler". And "dare to cross the level" as the slogan of realme has also deeply gained the identity of young users.
Realme's "dare to leapfrog" is reflected in the two levels of product performance and market share.
Xu Qi, President of Realme China
In terms of product performance, realme provides users with expectations to surpass this level of product. Xu Qi, president of realme China, once proposed the concept of "quality-price ratio" to titanium media App, realme from the actual needs of users, the new, leading technology and design as far as possible to bring to consumers, within the acceptable range of its popularization to more markets. Instead of controlling costs through conservative technology, sell mobile phones cheaper.
Realme is in line with a heart to make friends with young people in the product, can give the technology, direct to young people, to provide leapfrog product expression. Take flash charging as an example: realme found that slow charging is a pain point for young users who love to play games, so realme's full line of products have "flash charging" technology, and since then slow charging is no longer a problem for realme users. At this time, other brands also treat similar fast charging technology as the configuration of flagship machines and treat them differently.
The transcendence of product expression has made realme gain the hearts of young users, and when these young people who have grown up with the realme brand also have a higher quality of life pursuit, high-end products suitable for young people have become the new mission of realme.
（via. Strategy Analytics）
Let's look at realme's leapfrog performance in market share. Realme achieved 100 million sales worldwide in just 37 months, setting a new industry record and being the youngest TOP6 smartphone brand. In 2021, when global smartphone sales have declined slightly, realme has completed 60 million sales in a single year, achieving a 50% global growth against the trend.
In addition, according to the latest data from market research institute Counterpoint, realme has reached the first growth rate in 5G Android mobile phone brands, and has won the top 5 market quota in 21 overseas markets, and even achieved Top 1 in some markets.
With the recognition of young people and a solid market foundation, realme set out again to launch an impact on the high-end market that has never been set foot.
Li Bingzhong, founder and CEO of Realme
"The difficulty of doing high-end is no less than starting a business again," said Li Bingzhong, founder and CEO of Realme. Now to go again, we remain enthusiastic and fearless. ”
Li Bingzhong's confidence not only comes from Realme's remarkable achievements in the market, but also from his continuous investment in high-end technology research and development. Since the establishment of the realme brand, its R&D investment has increased year by year. In order to enhance the overall strength of the company's software and hardware this year, realme even accounted for more than 70% of the overall research and development costs in high-end technology.
Realme will also focus on the two major markets in China and Europe, making it a powerful engine for the future growth of the high-end market.
Grasp the global consumption upgrade and get the high-end market entry ticket
As the top 6 of the global mobile phone industry, realme is undergoing a change from quantitative change to qualitative change, breaking into the arena as a "subversive", breaking the high-end market that originally seemed to have become the only route of the Red Sea.
The high-end road is not easy, no less than starting a business again. It not only requires the brand to maintain its enthusiasm for new technology exploration and research and development, but also needs its own long-term persistence and precipitation, just like a marathon that competes in technology and endurance, and even requires a little luck.
In this marathon challenge called "High End Road", realme occupies three key success factors: timing and place, as well as people and people.
From the perspective of "tianshi", the current global market pattern is facing consumption upgrades, the mobile phone market needs high-end products, folding screen mobile phones are an opportunity, but the small output and complex process are destined to be niche products, based on how to create high-end products based on the bar machine, it is worth studying.
The high-end of the mobile phone market has a vacuum period, and all brands are exerting their high-end efforts, and realme, as a first-line brand, still has opportunities. In particular, it is worth mentioning that realme's excellent performance in the global market shows that realme is loved by global users, has a deep understanding of the consumption trends and trend trends of consumers in various countries around the world, and has won the top 5 seats in the market of 21 countries around the world.
The previous product line covered the highest price range of 3000 yuan, and achieved good results in these price points. After gaining a firm foothold, from the perspective of enterprise development, realme also needs to impact higher price segments, and the brand premium ability of high-end products is better. Founded 3 years of realme also to the impact of high-end brands at the point of time, this time the real me GT2 Pro has achieved the impact of 4000 yuan price segment target, the future realme will inevitably have a impact of 5000-6000 yuan price point product planning.
From the perspective of "geographical advantage", that is, market region and technology, China is the most important region in the global mobile phone market, compared with Apple, Samsung, as a domestic mobile phone brand realme more understands the high-end needs of Chinese consumers.
The high-end needs technology research and development support, realme internal R & D personnel accounted for up to 54%, coupled with just a high-profile announcement, will be 70% of the R & D funds into high-end products. It can be said that in terms of high-end product technology research and development, realme is costless.
Flagship performance is guaranteed, realme is qualcomm, MediaTek's launch partner, this time the true self GT2 Pro is the best example. In addition to performance, high-end also needs to carefully polish the user experience. Huawei's high-end success lies in the main Leica photography technology, the appearance color matching has the color design of cooperation with Pantone, and the brand alliance with Porsche.
Looking back at realme, it also has its own reserves in black technology: the first use of bio-based materials, the master version reflects the design ability, and a bunch of black technology blessings. Huawei's high-end takes the route of brand tonality high-end and strong combination, and the high-end of realme takes the route of using technology to respond to the current global consumption trend - responding to low-carbon environmental protection and minimalist design. These are precisely the points that young people around the world care about most. The high-end of realme has found a point of difference.
Finally, "people and", that is, the realme positioning of the consumer population, realme's high-end choice of the young people market, compared to the traditional business crowd, young people are more willing to accept new brands, new technologies, young people also need to get a sense of identity, realme is a brand for young people, and young people understand young people better.
True SELF GT2 Pro has not only won the favor of users who pursue high-end flagship performance, but also won the favor of young user groups who are eager to have a cool personality with unique and novel design and black technology for the world premiere, and also got the ticket for the high-end market competition for realme.
This also means that for realme, the road to impacting the high end has been fired. (This article was first published on the Titanium Media App, author/Tang Zhixiao, Xiang Ou Editor/Xiang Ou)