According to the latest research from the Counterpoint Research Market Monitor Q1 2020, realme ranks Top 5 in the Southeast Asia region with a YoY increase of 173%, emerging to be the fastest growing smartphone brand in the region.
In 2020 Q1, with the impact from COVID-19 pandemic, the smartphone shipments of SEA declined 11% and the global market declined by 13% over the first quarter in 2019. realme is one of the only major brands to achieve growth. According to the research, realme is also among the top 5 players for Q1 2020 in key SEA markets: Thailand and Cambodia rank Top 4, with a 116% and 252% YoY growth rate respectively; Indonesia (105% YoY increase), Philippines (1800% YoY increase), Vietnam (92% YoY increase) and Myanmar (350% YoY increase) rank Top 5.
Globally, realme has achieved growth in Q1 2020 to continuously rank top 7, maintaining to be the fastest growing smartphone brand with 35 million users worldwide. realme has entered 27 countries and regions and has made its debut in SEA by entering Indonesia and Vietnam market in Oct. 2018. According to the analysis from Counterpoint (Exhibit 1), “realme was able to enter the top 5 brands in Philippines, Vietnam, Indonesia, and Myanmar within a year of launching; in Cambodia within the quarter of its launch and it entered the top 5 OEMs in Thailand in Q1 2020, thus becoming one of the leading players in all the key SEA markets”.
Popularizer of leading technology, tailoring products meet local needs
Since the beginning of its establishment, realme has been committed to becoming the first choice for young people in all regions of the world, providing products for the young with performance, quality and design beyond expectation. realme possesses deep insight of SEA smartphone market, optimizes and launches products tailored to the needs of local young users.
By providing the most valuable phone within price segment based on the needs of local market, realme has constantly set sales record in its SEA markets. For instance, in Indonesia, realme sold up to 40,000 units on the e-commerce platform Lazada within only 21 minutes, which made it the champion of total mobile phone sales, single product sales and the fastest sales growth on the same day.
Popularizer of Tech Trendsetting life, with 1+1 Strategy: Smartphone + AIoT
Positioning as tech trendsetter brand, realme has implemented its 1+1 Strategy, which combines smartphone and AIoT products as an overall ecosystem. As “Popularizer of 5G”, realme has been bringing 5G products covering all price segments from entry-level to flagship-level globally. In the near future, 5G products with cutting-edge technology will also be brought to SEA markets, empowering realme’s further exploration on 5G popularization.
For AIoT strategy, realme has been focusing on scenarios for personal, family and travel, building Tech Trendsetter Life for young consumers. Since the launch of such AIoT products as realme Buds Air, realme band, realme watch and realme Buds Air Neo in SEA market, they have won the hearts of SEA youngsters. In Indonesia, realme band became the No. 1 selling brand on Shopee on flash sale immediately after launch event, with more than 4,000 flash sale reservations and 500 realme bands sold out within 2 minutes. Globally, realme set sales record of 1 million users of Smart Audio AIoT product this May. Succeeding the desirable performance of existing products, AIoT from various categories will be introduced to SEA market for a more complete realme AIoT ecosystem.
Trendsetting brand attitude, creative marketing mindset
In addition to delivering trendsetting products, realme also strives to reach young consumers through their own language in SEA markets. From its choices of brand ambassadors who are young and trendy icons in each of its own market, to its launch events held in nightclubs, school campus and other unconventional sites, realme demonstrates its trendsetting brand attitude and “Dare to leap” spirit to the fullest. With all these creative trials, in Indonesia, realme has been labeled as the smartphone brand “Most Favored by the Young”.
realme’s creative business model of “light assets, short channels, and partial e-commerce” attributes to its swift response to market changes, especially during the social distancing period of time. The cooperation between realme and e-commerce platform in products, logistics and marketing bring consumers more economically and handily shopping experience in SEA countries.
Despite the negative impact on the global smartphone market in Q1 2020, realme has been growing significantly in SEA region, proving its “fastest growing speed” with surging YoY increase rate in key markets. With its trendsetting products, 5G + AIoT strategy and creative marketing model, realme will create trendsetter life for more SEA young consumers in the future.
