Realme is ready to enter the Brazilian market not only with cell phones, but with an entire ecosystem of smart products, which include audio products, wearables and lifestyle devices.
O Canaltech talked to Sherry Dong, the company’s marketing director, to understand the ambitious goal of being one of the three largest cell phone manufacturers in Brazil, to get to know the company better and, of course, to discover a little better about Realme’s strategy in the country. The executive presented some points and showed a good knowledge of the country, revealing that the focus is the young audience.
Dong believes that Brazilian consumers, at least those who have already grown up with technology at their disposal, have good technological knowledge and yearn for the presence of good manufacturers in the country. And to win a good share, Realme already has a partnership with retailers such as B2W and Amazon and will also sell products on the Free Market.
In addition, the company plans to start operations initially with imported products, but already plans to start producing locally to “generate jobs for young Brazilians”. And they will not only be cell phones, but also AIoT products, that is, devices with artificial intelligence for the connected home.
See our complete conversation with Sherry Dong below.
Canaltech: In the announcement, Realme talks about occupying the top 3 among smartphone manufacturers in Brazil, despite not making it very clear how long it intends to reach this position. What strategies has the company outlined to achieve this bold goal?
Sherry Dong: We have planned to enter Brazil since the beginning of 2020. The pandemic made us slow down our steps, but we are entering the market with the goal of being the Top 3 in Brazil in 5 years.
We base our goal on our 5G and AIoT strategy: the two best opportunities for Realme in Brazil. We want to be responsible for popularizing 5G and AIoT in Brazil, bringing 5G products since the beginning of 2021 and upgrading all products from 4G to 5G in two to three years. Realme will launch more than 20 AIoT products in Brazil in 2021, including smart audio, wearables and other lifestyle products.
We are already revolutionaries globally. As the fastest-growing mobile phone brand in five consecutive quarters, Realme was also the fastest to reach 50 million users. We will rock the smartphone industry in Brazil with the best products in performance and design trends for each price segment with more reasonable values.
CT: Do you have a partnership in mind, or does Realme arrive in Brazil on its own?
SD: Yes, we are already coordinating in-depth cooperation with partners in Brazil for the best user experience. Although we are new here, Realme is an international company and is building a team located in close collaboration with local operators and partners to provide the most appropriate and premium experience for our Brazilian consumers.
For our entry into the Brazilian market, we already have a partnership with Mercado Livre, B2W and Amazon for online sales.
CT: The Brazilian is a little reticent with little-known brands, which can make it difficult for Realme to arrive at the beginning. Does the company already have an idea to circumvent this?
SD: Young Brazilians have long shown themselves to be quite open to new technologies and the level of technological literacy and enthusiasm in the country is high. Based on feedback from our social networks, we believe that young Brazilians yearn for a new competitor.
Products, good products, that’s why we have such confidence in the market. With our products, we are the best competitors in various markets.
5G for Brazil: 1) entering Brazil now, Realme aims mainly to bring 5G trends to the country; 2) we believe that 5G will be an unexpected opportunity for Realme, and we plan to be the 5G disseminators here; 3) Realme will launch 5G products since the beginning of 2021 and upgrade all products in Brazil from 4G to 5G in two to three years;
AIoT for everyone: with the ‘smartphone + AIoT’ dual-core strategy, we will bring more than 20 connected home products with innovative design and more affordable price to popularize the latest technology.
CT: Realme will import the products in the first moment to Brazil. Are there any plans to install a factory in the country to reduce costs? Do you already have a study underway on this?
SD: Yes, this is our long-term strategy to operate in Brazil. We are working to open offices in the country and we intend to start our full operation soon to produce our products and be able to create more jobs for young Brazilians.
CT: Can you advance the price of any of the smartphones to be launched here?
SD: I can’t talk about prices at the moment, but I can assure you that we are here to bring the best values to young people and we believe that, with premium products in each segment, we will make Realme Top 3 in Brazil in 5 years.
CT: The announcement talked about the smartphone lines that are expected to reach the country. But what about the other products in the ecosystem? What types of devices does the company intend to bring?
SD: We will enter Brazil with more products in addition to our smartphones. At the beginning, we will bring AIoT products for our first launch, such as Realme Buds Q, designed by José Lévy, designer at Hermès. It weighs only 3.6 g, lighter than a sheet of A4 paper, and has up to 20 hours of battery life.
5G and AIoT are the two best opportunities for Realme in Brazil. Entering the country now, we mainly focus on 5G trends in Brazil. And with our ‘1 + 4 + N’ strategy, we will launch more than 20 AIoT products in 2021 here.
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