Realme: The 'hot-selling effect” in the competition in the mid-range mobile phone market

According to news on May 31, the mobile phone market is gradually recovering in 2023, and the much-anticipated “618” shopping festival is coming.

In the first half of this year, a number of data agencies released market data for the first quarter of the Chinese mobile phone market. According to Counterpoint’s monthly mobile phone sales report, China’s smartphone market is experiencing a “bottoming out recovery” trend. Mobile phone manufacturers will have the best time in 2023 to implement the latest brand and product strategies, as consumer confidence gradually recovers and inventory levels decrease. Especially in the field of mid-range phones, the 2,000 to 3,000 yuan market has the largest user base and is the price segment with the most significant growth in the country. This also means that competition in the mid-range phone market will become more intense.

During the upcoming "618 Big Sale", this special moment becomes particularly important. The market performance in the first half of this year will be reflected in this promotion. It not only reflects the market situation of the brand in the first half of the year, but also determines the number of places competing for the "TOP" list in the second half of the year. Under the superposition of multiple factors, competition among mobile phone brands has become more intense.

In the competition in the mobile phone market in the first half of the year, one keyword runs throughout, that is, "volume". Especially in the face of the "618 Big Sale", various mobile phone manufacturers have adopted a "roll on top" attitude and are vying to launch promotional activities and preferential policies to attract consumers. However, realme stands out in a different way than usual. It no longer adopts the competitive strategy of "big price reduction", but attracts the attention of consumers with its hot products.

According to the editor's understanding, when it comes to competition in the mid-range mobile phone market, in addition to price factors, consumers pay more attention to the "quality-price ratio" of the product. Today's young consumers pay more attention to the cost-effectiveness of products, not just low prices. Products can only arouse their interest if they have technological innovation or unique selling points.

Zhenwo is one of the first mobile phone brands to pay attention to and actively embrace "quality-price ratio". Through in-depth insights into the needs and actual usage scenarios of young users, Zhenwo continues to launch industry-leading products to achieve continuous "hits". For example, Realme GT Neo5 has become a hot product with its excellent performance and functions. Realme GT Neo5 has stabilized on the performance ceiling of 2K to 3K. It also has unique selling points such as the industry's fastest 240W full-level second charge and 16GB 1TB full-level memory. It has led the "1TB popularization storm". On the day of its first sale, the 1TB version sold more than 100,000 yuan. All Android 1TB phones combined in 2019.

After the excellent results of Realme GT Neo5, Realme further released Realme GT Neo5 SE brings 1TB large storage configuration to the price range of 2,500 yuan, and is equipped with leading configurations such as 5500mAh 100W full battery life. The first sales of this product reached 100,000 units.

These data all show that simple low prices are no longer the focus of consumers. Innovation based on user needs is the key to being recognized by the market.

Last year, Zhenwo announced that it had entered the second stage of entrepreneurship, emphasizing two main strategies: "focus on making high-quality products" and "deeply cultivate the market." Today, True Self has fully implemented the second phase of its strategic deployment.

Through clear route planning, we quickly adjusted product positioning and adopted a "high-quality strategy" to successfully break through the mid-range mobile phone market. We will concentrate all our superior resources to create excellent products and expand market share through technological breakthroughs and innovations. Zhenwo's product concept is based on "cutting-edge technology". Each product adopts industry-leading technology, thereby becoming a leader and popularizer of technology. They use cutting-edge technology to differentiate themselves from industry giants and gain a competitive advantage in the market by launching "cutting-edge" products.

True self’s persistence enabled them to achieve the “continuous hot-selling effect” in the first half of this year, continuously enhancing consumers’ impression of the brand, and forming the “undecided” brand. The product effect of "see the real me" also means that low price is no longer the only option in the mid-range phone market.

In the upcoming "618 Big Sale", Zhenwo has a variety of popular products and chooses to face it with a calm attitude. By enriching their product matrix, they got rid of the traditional "big price reduction" competition strategy and chose a unique product strategy.

During the warm-up period of "618", Realme released two unique new products, further enhancing the popularity of the Realme GT Neo5 series. Realme GT Neo5 SE has launched a new color scheme of "Holy White Phantom", which is linked with the movie "Transformers" and shows the high-end flagship texture design. In addition, Realme GT Neo5 150W A new 16GB 1TB version will also be launched soon to further meet consumers’ demand for large storage. After their release, these two products quickly topped the sales list of JD.com’s mobile phone pre-sale competition, once again proving Zhenme’s winning formula of “instantly popular products upon release”.

Realme has launched an impact in the mid-range machine market with its products' "leapfrog" performance and functions. They emphasized to other phone makers the importance of consumer demand in the mid-range market, thereby returning the market to healthy competition.

The mid-range mobile phone market no longer needs mediocre products, but needs innovative products that are constantly emerging. Only by accurately grasping consumer needs can we stand out in the fiercely competitive mid-range mobile phone market. I will use five super products to fight against "618" and compete with other mobile phone brands to qualify for the list in the second half of the year. I will let go of my hands and give this market a heavy "uppercut". I believe that future development will be even more promising.

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