On July 4, Xu Qi, vice president of realme, announced that the realme GT2 Master Exploration Edition will open an appointment purchase on the Jingdong Mall, and officially debuted on July 12.
As the world's first direct-screen mobile phone equipped with the most powerful chip in the Android camp, realme GT2 Master Exploration Edition has taken the lead in optimizing performance: in terms of core configuration, it adopts a central cut-out direct screen, the resolution is FHD+, the refresh rate is 120Hz, equipped with Qualcomm Snapdragon 8+ chip, the power consumption is about 30% lower than that of the previous generation chip, and it is equipped with a 5000mAh large-capacity battery and supports 100W super flash charging.
The overall performance improvement makes many users look forward to it, but according to the after-sales evaluation of the realme GT master series that has reached a cumulative sales of more than one million in the previous generation, it is not difficult to find that the system that is suspected of being separated from OPPO has been left behind: it has yet to be optimized, poor quality control and many other problems.
The relationship with OPPO scissors is still messy
There is no doubt that realme Chinese named "True Me", is a mobile phone mobile terminal brand of Ruiermi, which was first launched in the Indian market as a new sub-brand of OPPO in May 2018, and surprisingly announced its brand independence two months later, and officially returned to the domestic market on April 24, 2019.
At the beginning of the establishment of realme, many people were secretly speculating about its relationship with OPPO, because Liu Zuohu, the founder of OnePlus, used OPPO's resources to form a team of OnePlus after leaving OPPO, and in just two or three years, it became a mobile phone brand with certain influence in the global market.
However, in this regard, the realme side said that "there is no situation of belonging to a certain brand at present, nor is it an OPPO sub-brand", "OPPO was previously only one of its e-commerce channels". According to the enterprise investigation data, the controlling shareholder of Realme's parent company, Shenzhen Ruiermin Mobile Communication Co., Ltd., is Guangdong Oujia Communication Technology Co., Ltd., which is also the controlling shareholder of OPPO.
Can the "true self" truly be the self?
On the one hand, realme relied on OPPO's existing channels and R&D foundation to rise rapidly in the early stage, and quickly seized the low-end market abroad, on the other hand, it exposed the multiple hidden dangers of rushing to "cross the river and dismantle the bridge" to get rid of the OPPO tag from many user experiences.
The imperfect after-sales service system is a major drawback of realme to the market criticism, according to the official website query, the three major first-tier cities in the north, Shanghai and Guangzhou have a total of only 7 offline after-sales service outlets, and they are all small offices opened separately in office buildings. In other areas where there is no service outlet, the solution given by realme is to apply for a repair service. Compared with the official service outlets, the after-sales service party of the repair is not only unable to ensure the time efficiency, the uncertainty of the maintenance time, but also the problem that users have to face.
It is not difficult to find that realme started with the use of the machine sea tactics that have been verified by Meizu, only one year has released 25 models, and the modules, screens, batteries, etc. of many models use the same model, the difference is only in color matching and charging speed, and its degree of madness is the first case in the mobile phone industry, which is unimaginable. Putting most of its energy into releasing new machines, how can realme break through technological innovation?
Tear open the realme's machine sea tactical mask, can be found that realme currently lacks the core technology innovation ability and quality control assurance capabilities, on the black cat complaint platform about realme quality problems as many as more than seven hundred complaints, many users joked, technology for soup does not change medicine, want to buy a new mobile phone is actually bought a lonely ...
Many hidden dangers let the majority of users slowly put out a question mark for the development of realme, away from the OPPO layout of the after-sales service points in various cities, will the system of undertaking realme after-sales be their own re-development? Or can you only send repairs online? So how to protect the after-sales rights and interests of mobile phone users and service efficiency?
Secondly, it is worth thinking about the system maintenance and quality control of the follow-up mobile phone: whether the engineers of the original OPPO will be withdrawn, whether it will be maintained by realme alone, which determines the efficiency and fluency of system updates; Whether it can still obtain accessories from the OPPO channel and whether factory labor can continue to be used will determine its production capacity and the debut of the flagship processor, as well as the quality of the product itself.
Of course, the trouble waiting for Realme to solve is not only a single after-sales service, the value of thinking is the formation of a new research and development team, the continued maintenance of the supply chain and other issues, as well as in the face of mobile phone market competition has long been fierce, how to break through is the real dilemma that Realmme will face next, realme wants to "be itself" The road, the road is long and obstructive.
Under the fierce competition, realme is still positioned in the middle
Although the details of Realme's independent road have yet to be verified, it can be intuitively seen that Realme has made a name for itself in the already fiercely competitive mobile phone market with its strategy of positioning the low-end of the market.
In terms of foreign markets, according to data research institute Canalys said that in India, where per capita consumption level is low, the smartphone market in the first quarter of 2022 shipment ranking, realme in the entire market shipments increased by only 2% year-on-year, a sharp increase of 40%, the top five mobile phone manufacturers ranked first in the year-on-year growth rate, shipments rushed to the third place in the list, to the second quarter, realme's global market share reached 4%, The market share of the same kind of low-end glory mobile phones is only half,
In terms of the domestic market, the overall mobile phone market growth of 618 this year is not good, but realme mobile phone sales have achieved contrarian growth, the official mall mobile phone sales increased by 151% year-on-year, Tmall official flagship store sales in the 3000-4000 price segment sales reached a staggering 10 times, that is, a growth rate of 1000%, and in the Pinduoduo platform 1000-2000 yuan price segment sales won the game mobile phone sales of the first realme GT Neo2.
As a brand born out of OPPO but committed to independent operation, since its birth, the main strategy is for the low-end cost-effective market, which shows that realme has grown rapidly in recent years and is expected to become a new force echelon of domestic smart machine brands in the future.
Re-grasp the layout of online channels for young users
Perhaps in order to quickly get rid of the inherent OPPO label and play a differentiated brand effect, realme has chosen to focus on the segmented mobile phone track of young users and focus on the layout of online sales channels.
As Li Bingzhong, founder and CEO of Realmme, said: Realme's original intention is to create a comprehensive cross-level experience for young users.
Its original intention is especially reflected in the recent realme title of the first e-sports variety show "Battle to the Peak", which is not only from the country's well-known club e-sports players, but also from the entertainment industry's big coffee, including realme brand spokesperson Yang Mi, realme true self GT Neo3 as the program competition designated machine debut.
In addition, realme seems to play online IP marketing is also handy, from signing brand spokesperson Yang Mi, to bringing together hip-hop singers, two-dimensional goddesses, game gods and other resident new product launches, and even stepped into cross-border Star Wars, QQ flying car and other types of IP linkage, realme and its "young" marketing methods, quickly won the "heart" of young users.
If you want to occupy the consumption highland of young people, you can't do without online channels.
In this regard, the relevant person in charge of realme said: "Trueme is also focusing on exploring new forms of e-commerce models, such as live e-commerce, and has been laid out on platforms such as Douyin, Tmall, and JD.com."
It is understood that realme's current sales channels mainly come from the online market, from the perspective of the vertical and horizontal development of a brand, to do large-scale, it is necessary to carry out online layout in the context of the era of increasingly developed Internet, although in the short term may face the growth of channel costs and other situations, in the long run is a brand growth period must be experienced.
At present, realme's main positioning of the mid-range intelligent product route has been preemptively recognized by young users, showing the impact of high-end situation, in the era of traffic is king or will become its point-to-surface correct strategy, but the future will also be laid out in the high and low all market realm, obviously will have a more intense conflict with OPPO's existing product line, want to be in the subsequent development of not be limited by OPPO, then realme needs to get rid of OPPO as soon as possible, out of a path of its own, Only then can we truly realize our true self and self.