Regarding the realme GT5 Pro, Xu Qi answered some questions after the press conference...
On December 7th, the new flagship Realme GT5 Pro was officially launched. From the point of view of price and configuration, this is a very volatile product, firmly occupying a favorable position in the 3000 yuan price segment. In Xiao Lei's personal opinion, the realme GT5 Pro belongs to the bucket-shaped flagship product, but at the same time, it has a certain differentiated selling point such as the telephoto impact. Its emergence has had a great impact on the entire Android flagship market.
Shortly after the press conference, Xu Qi, global vice president of realme, accepted an online interview with the media. Through one question after another, we touched on the deeper message behind the realme GT5 Pro and the realme brand.
Realme is a young brand that has only been established for 5 years, and for a long time, its market focus has been overseas. Therefore, there is a certain gap between the popularity of realme in the domestic market and the head brand.
In this media group interview, Xu Qi said that the 200 million shipments of realme mobile phones have reached, and the ratio of domestic and overseas markets is about 2:8. In other words, there is still a lot of room for improvement in the domestic market. Xu Qi also admitted frankly that the real self is still in the stage of increasing its popularity in China.
So, how to increase the brand voice of the real me? Xu Qi's answer is to use products to drive. Specifically, I want to enhance brand communication by creating a popular form and making competitive products. The product line within the continent has been streamlined with the GT series, which focuses on performance, the digital series for the global market, and the V series for the entry-level market.
The realme GT series is very important to the development of the domestic market. The realme GT5 Pro released this time is a flagship model equipped with a Snapdragon 8 Gen 3 chip, which is full of materials in terms of performance release, screen, fast charging, materials, images and other aspects, and belongs to a bucket-shaped flagship with certain differentiated selling points. At the same time, the pricing of this phone is very aggressive, with a starting price of 3298 yuan.
However, the real self prefers to use the "quality-price ratio" rather than "cost-effective" to describe its products. It is not difficult to understand that cost performance is a somewhat old and homogeneous selling point, and it has gradually been contaminated with negative factors such as cheapness and low quality in the process of communication. In addition, in terms of design, I often like to integrate the concept of trendy brand fashion, and the quality-price ratio is more positive.
In terms of audience, Realme has always been geared towards younger users. Xu Qi said that their positioning of the real self is to be a technology brand that understands young people better. Focusing on this goal, the true self has worked on three aspects.
First of all, realme products are aimed at the needs of the target group, that is, what young people want, performance, trendy appearance, etc., are in line with the needs of young users.
Secondly, Realme breaks through the Red Sea market by differentiating its selling points. From the user's point of view, Xiaolei feels that the real me models of the past generations often strive to form some distinctive selling points, such as high-power fast charging on mid-range machines, well-designed patterns on thousand-yuan machines, or unique functions realized at the software level.
There is also a technical reserve, the real me model is more impressive advantage of the technology is fast charging, which has been the first to launch 240W ultra-high power fast charging. It can be said that many of the differentiated selling points of the realme model are realized through technology, such as the high-spec telephoto image on the realme GT5 Pro, which uses algorithms and other technologies.
As far as the mobile phone industry as a whole is concerned, smartphones are still in a highly involuted environment. Xu Qi said in an interview that the mobile phone market will pick up to a certain extent at the beginning of next year, but the amplitude will not be very high, and the tuyere period of smart phones has passed. If you want to make a breakthrough and grow, you can only work hard at the product level and attract users with enough product highlights.
In Xiaolei's view, many of Realme's products are more competitive, including the Realme GT5 Pro released this time. However, the brand awareness and dissemination of the real me still need to be further strengthened. The reason behind it is not difficult to understand, in addition to the aforementioned entry into the domestic market for a short time, the sense of presence of the real self offline is also relatively weak.
As a brand for young people, Zhendaw's sales and communication channels are mainly online. There is a gap between the number of offline stores of Realme and the top brands. Moreover, the business model of Realme is more asset-light, and it is difficult to expand offline channels in the form of large-scale expansion of stores. However, Realme has reached a good cooperative relationship with operators to promote the V series products through their channels, so as to seize the minds of users in the entry market.
As far as Xiao Lei's personal observation is concerned, the competition in the mobile phone industry in the domestic market is very high, and major brands are racking their brains to try to create differentiated selling points. Therefore, we can always see new marketing terms that are brain-opening at new product launches. On the flagship product with the highest technical content, the smell of gunpowder will be even stronger.
The real self, which has been rooted in the mid-range products, adopts a more pragmatic strategy, which often achieves "leapfrogging" through the decentralization of flagship features, bringing some functions or features that exceed expectations, and at the same time pricing is more aggressive, so as to kill a bloody road. Judging from the latest evaluation of Lei Technology, the realme GT5 Pro released this time is indeed very competitive. As users, we also hope that Realme can become a disruptor in the mobile phone market, bring more changes to the industry, and allow users to have more choices.