Realme Xuqi: Target the national e-sports market, 150W flash charging still has room to rise

Xu Qi, Vice President of Realme and President of China

On March 22, 2022, realme officially released the True Self GT Neo3 mobile phone, the new product positioning tide play e-sports flagship, for the first time equipped with 150W lightspeed seconds charge, 15 minutes can charge the power from 0 to 100%.

After the press conference, Titanium Media App and other media held a dialogue with Xu Qi, vice president of realme and president of China, on realme's market planning, e-sports strategy, flash charging technology, and AIOT.

In Xu Qi's view, realme users are concentrated in the young group, and the previous product e-sports concentration reached 48%. The user size of China's mobile games will reach 656 million in 2021, while the size of China's e-sports market is expected to exceed 180 billion in 2022. Therefore, realme is very confident in the path of esports.

The general trend of inner volume cannot stop the growth of realme

Realme's market share in the fourth quarter of 2021 ranked in the top five in 30 markets and 6 regions worldwide

In 2021, realme is developing rapidly, and the market performance is more eye-catching. According to Canalys, realme's market share in the fourth quarter of 2021 ranked in the top five in 30 markets and 6 regions around the world. Realme's share in the Indian market rose to 17%, up 48% year-on-year, and the European market realme grew by nearly 450% annually, becoming the fourth largest smartphone brand.

Domestically, according to Counterpoint data, realme achieved a 379% year-on-year increase in the domestic market in 2021.

But in 2022, realme also has to face the dilemma of shrinking the market with other manufacturers. According to Counterpoint data, the overall shipment volume of China's mobile phone market in 2021 will shrink by 2% compared with 2020, and it is generally believed that the mobile phone market may continue to shrink in 2022.

When talking about the strategy of realme in 2022, Xu Qi said that the epidemic has repeatedly extended the replacement cycle, and in the case of a decline in the market, the competition between mobile phone manufacturers will further intensify this year. Realme's overall competition this year should be stable and win, adjust at any time with market changes, and maintain business health.

When talking about this year's market growth target, Xu Qi believes that the realme brand is still in the development stage, and will be promoted in accordance with the target of 50% throughout the year, the Chinese market will work hard according to the target of 30%, and the overseas market target will be more than 50%.

When it comes to domestic market competition, Xu Qi specifically mentioned the return of glory: "This year's competition will be the most fierce year in recent years, because the market is shrinking, the market has entered a stage of white-hot competition, and the return of old players such as glory has made some changes in the entire competitive landscape." ”

Entering 2022, e-sports has become a hot word in the mobile phone industry. Rescuer, Red Devil, Redmi game phones have been listed one after another, and realme has also released the True Self GT2 Pro, True Self V25 and True Self GT Neo3, all equipped with 120Hz e-sports screens and main game functions.

When it comes to e-sports mobile phones, Xu Qi said that e-sports has gradually become the focus of young users. The MoBA game of King glory is popular in the Southeast Asian market, and it is very popular in European games such as "Original God". Globally, Asia's esports culture is at the forefront. Realme will introduce the e-sports attributes of the product to game users overseas, but for more users who have not entered the e-sports circle, we will focus more on the performance and flash charging of the product, and the product trend is unified.

Xu Qi believes that there are two forms and positioning of e-sports mobile phones: one is the main machine of the partial e-sports experience, which is more versatile in form; the other is a pure vertical e-sports mobile phone, specially born for e-sports. The two positions will not merge in the future, because the target population is very clear and different. Realme chose the direction of national e-sports to develop, rather than a particularly vertical pure e-sports mobile phone.

Titanium Media App believes that compared with vertical pure e-sports mobile phones, the main machine of partial e-sports experience is a more promising direction. On the one hand, vertical pure e-sports mobile phones are often accompanied by exaggerated shapes and do not have the prerequisites for becoming mainstream products. On the other hand, with the improvement of the computing power of mobile phone chips, e-sports mobile phones will face the problem of excess performance sooner or later, and then vertical pure e-sports mobile phones will be lost to the main machine of partial e-sports experience in terms of cost performance because of the cost of additional heat dissipation modules and physical buttons.

Above 150W, continue to climb

The True Self GT Neo3 is the first to carry a 150W flash charging chip

In addition to e-sports, flash charging is also the keyword of 2022 smart phones, and the current mainstream domestic high-end mobile phones have basically popularized 120W flash charging. At this time, Realme released the True Self GT Neo3, which was the first to carry a 150W flash charge, and the flash charge technology has a continuous upward trend.

For the previous netizens to evaluate realme as the "king of the volume" in the field of flash charging, Xu Qi said that flash charging has attached great importance to the return of realme, flash charging technology is a very concerned point for performance users, the improvement of flash charging technology can bring about the improvement of user experience, realme users are also very high recognition of flash charging.

Xu Qi told the Titanium Media App that realme learned through consumer research that the previous true self GT products, flash charging ranked second in the demand ranking, the first is performance. More than 60%-70% of users highly recognize the flash charging of true and self GT products. 150W flash charge, as the new technology of the world premiere of the true self GT Neo3, has received great attention, and it is also a very key factor for everyone to buy the real me GT Neo3.

In terms of flash charging, Xu Qi said that realme's "roll king" in the flash charging field should continue to do, and there is still room for growth above today's 150W flash charge. In the future, it may take less than 10 minutes to fill a mobile phone, or even as long as 5 minutes, and there may be surprises within a year.

Titanium Media App believes that considering that OPPO has previously released 240W SUPERVOOC technology in MWC that is 9 minutes full of 4500mAh mobile phones, the relationship between realme, OPPO and supply chain, and realme has launched a 150W flash charge on the real me GT Neo3, realme released the first 9 minutes from zero full mobile phone should also be just around the corner.

Previously released True Self Buds Air3

When talking about the recent hot AIoT (Artificial Intelligence Internet of Things) topic, Xu Qi said that the entire Chinese AIoT market is very high-quality, and realme may widen this category, such as tablets, laptops, including some wearable devices are planned. On the other hand, realme hopes to find the real positioning of these products, such as doing notebooks will be more for young people to do thin and light. What is the trend in the field of tablets and headphones and the needs of young people, we must clearly define the direction of these products, and then deepen the entire layout of AIoT under the trend of science and technology.

Titanium Media App believes that from the Internet era into the "Internet of Things" era, AIot has gradually become an inseparable part of people's lives. Different from the previous cold and isolated products, the intelligent hardware under AIot is easier to operate, the application is more intelligent, and can form a synergy with each other to jointly enhance the comprehensive experience of smart life.

Realme is visible in the high-end future

On the whole, realme's current development momentum is good, and the true self GT2 Pro, true self V25 and true me GT Neo3 released in 2022 have fully implemented the e-sports strategy, and the product ideas are also very clear.

The True Self GT digital series is biased towards the all-round flagship, the GT Neo series pursues the esports experience, the Q series is positioned below the price range of 2000, and the V series focuses on the national tide design and large memory.

At present, all realme products are presented in a relatively cost-effective state, and flash charging is also a more attractive highlight technology at present. In 2022, when the mobile phone user replacement cycle is longer and the purchase budget is locked, realme has shown enough competitiveness.

With the improvement of brand recognition, realme is bound to move towards high-end in the future, when things like ecology, imaging, self-developed chips, and folding screens will be a good breakthrough, and the upside is relatively abundant. (This article was first published on Titanium Media App, author/Wu Honglei, editor/Zhong Yi)