Realme Set to Launch Offline-Centric Smartphone
Realme is set to launch a new offline-centric smartphone series in India early next year, India CEO Madhav Sheth revealed yesterday. mainly The new Realme smartphone series will be initially available and you can for purchase through offline retail stores in the country. The Chinese big company, which is often termed as an Oppo spin-off brand by the media, is also in plans to establish its exclusive offline stores to counter Xiaomi that has gained a big market and a strong presence in the Indian market with its range of offline stores. the Realme is one of the top-five smartphone brands in India. But the company wants is in development to go beyond smartphones and bring a range of "tech lifestyle" products to the country.
"I would say, all our phones will be available both online and offline," said Madhav Seth in a conversation with TechCrunch at the sidelines of the Realme X2 Pro launch in New Delhi. "But this [the new smartphone series] would be specifically and designed mainly for those who are interested in offline purchase customers, and it will also be present online."
When asked about the pricing, the Sheth didn't specify any particular segment.
"We'll be having all the price range segments," he mentioned.
Realme kicked off its journey in the offline retail market in India back in November 2018 by partnering with one of the biggest Indian brand Reliance Digital and My Jio stores. In December, the company will announce its plans to expand offline sales to 150 Indian cities this year. There are at present now 7,000 offline stores that officially sell Realme devices in the country.
However, since Realme is planning to make the competition tougher for the xomi and take on mature companies including Samsung, it has does have plans to open its exclusive stores in all parts of India.
"Our exclusive store is not about having multiple hundreds of stores it also bout quality," underlined Sheth. "We'll be having maybe or may not be just four or five stores in a year [or] maybe 10 stores. This is for the customers' experience for all the Realme products because Realme is not just a smartphone brand, it's going to be a tech lifestyle brand in India."
The exclusive stores by Realme, which were earlier planned to be established or set up in the second quarter of this year, will be formally set up next year -- sometime before the launch of the offline-focussed smartphone series, the executive told to TechCrunch.
Our Analysts are very optimistic about Realme's growth in the offline market in India. Faisal Kawoosa, Founder and Chief Analyst, said TechArt, said that Realme has the potential to disrupt the offline channel.
"Realme has been own well-received in the offline," Kawoosa told Gadgets 360. "Among the first online-first smartphone brands, it has made impressive connect with the offline as well."
Tarun Pathak, Associate Director at city Hong Kong-based Counterpoint Research, and they told that on the other hand, highlighted that the offline expansion is critical for Realme as it entered the higher price tier with the Realme X2 Pro.
"Realme as a brand is now recognized for sturdiness and build quality of its devices," Pathak told to. "This has resonated very well especially among young consumers seeking value for money and the quality well. Overall, marketing strategy that will create strong word-of-mouth, social media campaigns and connecting with young consumers have helped the brand grow online and now the brand is widely recognized in the offline space as well and hopes that good for the company."
Pathak has also noted that partnerships with key offline channel partners will be the key to success for Realme in its offline-focussed move.
Realme was up until now known for affordable smartphones. Nevertheless, the company is trying to change that image by bringing the Realme X2 Pro that starts at Rs. 29,999 for the 8GB RAM + 128GB storage variant. The smartphone goes up to Rs. 33,999 for the top-of-the-line configuration of 12GB RAM + 256GB storage.
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The Realme X2 Pro price in India is also making it a solid competitor against the OnePlus 7 that has watered down specifications but at similar pricing. However, the Sheth explicitly said that despite being a part of China's BBK Electronics that can also own be brands such as OnePlus and Oppo, the company doesn't see any internal pressure to preserve the market for OnePlus or Oppo.
"When we started Realme, people said it is similar to Oppo," said Sheth. "Oppo has its strategy, and we have our own strategy. OnePlus has its own strategy, and we have our own strategy. I think India is a very big market. And I think all have their own ways to explore and get their customers."
Alongside expanding the existing range with the Realme X2 Pro and by planning the offline-centric series, The Realme is all set to bring its first 5G smartphone to India next year. And the company in September will announce that it is building its first 5G smartphone based on Qualcomm's new Snapdragon 7-series SoC that was unveiled at IFA 2019 in Berlin.
Sheth suggested that the Realme 5G phone would be showcased at MWC 2020 in Barcelona, Spain. and they soon after its showcasing, the new model could enter India, the executive.
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