New Delhi: The Realme’s strategy is undergoing a fundamental change as the company has paused some of its new product development initiatives in China. In a major shift at its business strategy, Realme has suspended some of its new product development plans in China. The company will now shift its attention more toward global markets, rather than introducing new smartphones and other Internet devices into its own market. The decision is part of a broader restructuring programme by its parent company, Oppo, which aims to beef up its core in the world.
In a virtual keynote speech, Realme Vice President Xu Qi announced that the firm will now take a step back in China following careful consideration. Realme will now direct more resources to overseas markets and focus on developing products that will cater to the international audience, he said. The brand will mainly concentrate on entertainment-oriented and gaming headphones and phones with their most recent technologies to global clients.
Although Realme will no longer be launching new devices in China, the company has said that there will be after-sales services for the existing users. The service network will repair, provide service, and provide software support for the existing Realme phone set in the country. There also seem to be future releases of ColorOS that will stay available on the qualified smartphones. The decision follows a restructuring of Oppo’s smartphone brand in an effort to eliminate duplication and streamline the operations of its business. Under the new strategy, while Realme moves its game to foreign markets, it can be expected to prioritize the Chinese market more. This will then give each brand the opportunity to cater to different markets rather than jostling for them.
If this is true for India’s global market, which happens to be Realme’s stronghold compared to other markets like Europe and Southeast Asia, the move might end up boosting Realme’s visibility in these market segments. There is more that will be targeted at these markets in terms of product launches, software improvements, and marketing. India, especially, is one of the major markets for Realme’s smartphone offerings and hence is crucial to the brand’s future expansion strategy.
Realme’s founders started the company in 2018, and it soon became one of the fastest-growing smartphone brands in the world. It represents a major change in the company’s tune as it sees the best prospects lie outside of China. With the entry of other players, Realme will ensure that the smartphone company’s attention is turned to the global markets where it can further consolidate its share and shape its future growth.
