On Tuesday, at the 2021 China Mobile Global Partner Conference, Xu Qi, Vice President of realme, said that the firm will aim its focus at the high-end market. The company’s products are expected to be launched early next year, with prices starting at 5,000 yuan ($781).
Entering the high-end market has become the slogan of domestic smartphone manufacturers. Xiaomi, OPPO and vivo have all announced their intentions to penetrate the high-end market before, each launching corresponding models matching this strategy. Prices typically started at 5,000 yuan and went up from there.
At present, with the shrinkage of Huawei’s smartphone business, there is a large vacancy in the high-end market in China. Xiaomi, OPPO and vivo took the lead in breaking into this field, and realme, which is about to “join the battle”, seems to be full of confidence. With Apple, whose products are always top selling, the competition in the domestic high-end smartphone market is intensifying day by day.
Judging from the performance of this year’s Double Eleven Shopping Festival, realme has shown its strength. According to sales lists of smartphone brands on e-commerce platforms, Xiaomi is currently the highest-selling smartphone brand, followed by realme while Apple ranks third.
Since realme was founded, its products have been mainly positioned at the middle to low end market, and geared towards a younger consumer. But for a smartphone manufacturer that has already gained a foothold, it was only a matter of time before it would enter the high-end market.