A full house of guests talking about the future | Interview with realme founder and CEO Li Bingzhong
New Year Special
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Our Spring Festival series of special reports on " Full House Talking about the Future " launched for two consecutive years have been well received. Standing at the starting point of the new decade, Qualcomm China once again joined hands with leading domestic terminal manufacturers to conduct one-on-one interviews with their senior executives to review their achievements in the past year and their plans for the future.
Realme founder and CEO Li Bingzhong
Today we interviewed realme founder and CEO Li Bingzhong.
Q: Although it has only been established for less than two years, realme has achieved many impressive results in the global market, entered more than 20 markets around the world, and become one of the fastest growing smartphone brands in the world. How did realme achieve such results in the context of such fierce competition in the smartphone market?
Li Bingzhong: "Dare to Leap" is realme's brand concept. From a product perspective, we have always insisted on giving users products that give them a "sense of surprise" and creating "flagships in price segments that dare to leap" . Every realme product is a combination of leapfrogging performance, leapfrogging design, and leapfrogging quality.
From the perspective of layout, realme was established with the goal of building a global mainstream mobile phone brand. In a short period of time, we have quickly completed the layout of products in all price segments from entry-level to flagship . "Global vision, local implementation", at the same time, we have a very young and energetic localization team in each regional market, which will operate products, channels and marketing according to local market conditions.
In addition, the "light asset, short channel" Internet model that we adhere to also allows realme to break the industry's upstream and downstream industrial chain and long channel model and truly benefit consumers.
Q: Why did you choose to return to the domestic market at this point in time? What experiences can you share with us after “going overseas” and then “returning”?
Li Bingzhong: China is the world's largest mobile phone market and the home base of the realme brand. From the perspective of global market segmentation, we position the Chinese market as a strategic market. After a year of experience in overseas markets, the feedback from overseas market performance gave realme enough confidence in its decision to enter the Chinese market in May 2019 .
Within 5 months in the domestic market, we have completed the sorting of the three core product lines of Q series, X series, and X Pro series, and quickly completed the layout of products in all price segments from entry-level to flagship.
We have a clearer understanding of our own positioning. Realme was created for young people. Chinese consumers are currently in a state of consumption upgrade, especially in terms of mobile phones. It is consumption upgrade, not consumption downgrade. After 8 months of experience, we are more certain that adhering to the concept of "dare to leapfrog" and using products with "surprise" is the right way to impress young Chinese consumers.
In 2020, thanks to the development of 5G, there will be a new opportunity for the mobile phone industry. As the easiest 5G manufacturer in the Chinese market, realme will fully embrace 5G and launch 5G products in all price ranges from entry-level to flagship models, and become one of the first brands to launch 5G products in various price ranges, becoming a popularizer of 5G. On January 7, 2020, realme X50 released the brand's first 5G mobile phone in Beijing, and announced its official entry into the IoT field, focusing on the three major scenarios of personal, family, and travel, to create a trinity of smart and trendy play life for young people around the world. For a considerable period of time to come, 5G and AIoT will be the strategic focus of realme.
Q: Currently, Snapdragon has helped realme achieve complete product line coverage. Can you tell us about the whole process of cooperation with Qualcomm Snapdragon?
Li Bingzhong: Realme and Qualcomm have always maintained a deep and close cooperation. Realme has released a number of mobile phones equipped with the Snapdragon mobile platform and has become one of the first manufacturers to be equipped with Qualcomm's latest mobile platform. In October 2019, Realme launched its first flagship model, Realme X2 Pro, which uses the Snapdragon 855 flagship mobile platform. In early December, at the Snapdragon Technology Summit , Realme announced that it would become one of the first mobile phone manufacturers to be equipped with the Snapdragon 865 and 765G mobile platforms. In early January 2020, Realme released the first Realme X50 5G equipped with Qualcomm Snapdragon 765G. Soon, Realme will also launch the first products equipped with the Snapdragon 865 flagship mobile platform.
In the future, realme will continue to maintain close cooperation with Qualcomm Snapdragon, maintain a rapid iteration and steady product strategy, uphold the concept of "dare to leapfrog", and continue to bring cutting-edge technology to young users.
Q: The newly released realme X50 equipped with Snapdragon 765G mobile platform is currently realme's most popular product. What do you think of realme X50?
Li Bingzhong: As realme's first 5G product, realme X50 5G is the first 5G phone for young people within the 3,000 yuan price range. It covers all mainstream 5G frequency bands, starts with 8GB+128GB large memory and large capacity, has full-scene shooting (ultra-macro, zoom, ultra-high pixel wide-angle, ultra-wide-angle) functions, 30W VOOC 4.0 enhanced version flash charging, and brings a fast screen with a refresh rate of up to 120Hz to this price range, bringing a smooth and real sense of use to every user, and giving users a "sense of surprise".
Q: Where does the confidence and confidence in full 5G in 2020 come from? How do you view the development of 5G in the next few years? How will realme complete its 5G layout?
Li Bingzhong: First of all, realme is a new force in the mobile phone industry and has achieved good interim results, which is the source of our confidence. In just 18 months, realme jumped from 47th in the world to the top 7 in the world. At present, realme's global shipments have exceeded 25 million, and it has quickly entered 22 countries and regions around the world, gradually completing the overall layout of the global strategic market. In 2020, we have also set a goal for ourselves, hoping to achieve a global growth rate of 100%.
With the rapid development of 5G in China, the next few years will be a time of explosive release of 5G mobile phones. With China's continuous investment and accelerated deployment of 5G, the overall scale will lead the world in the future, and the entire mobile ecosystem will become very competitive. With the improvement and comprehensive coverage of 5G networks, the running-in process of 5G mobile phones and networks will be greatly shortened , which will inevitably give rise to a large number of replacement needs, and will further drive everyone's consumption of 5G and ignite consumers' enthusiasm . In the first half of 2020, that is, in the next few months, there will definitely be an explosion of 5G mobile phones.
From the perspective of realme's own development, in 2020, 5G and AIoT will be realme's strategic focus. We want to be the "popularizer of 5G" and continue to work hard for young people's smart and trendy life! At the end of 2019, we announced the "comprehensive", "all-price segment" and "universal 5G strategy" . As the most relaxed 5G manufacturer in the Chinese market, we do not have the inventory pressure of 4G products, so we can focus more on 5G and quickly achieve full price segment coverage of 5G models, from 1,000 yuan entry-level to high-end flagships, and support 5G across the board , accelerating the popularization of 5G technology. In addition, realme will maintain in-depth and close cooperation with supply chains, operators, and Internet companies . Deeply participate in the construction of 5G networks worldwide, explore 5G scenarios with industry partners, create a new industry ecosystem, and bring a new 5G experience to global users.
realme will also fully enter the AIoT track, focusing on the needs of young people to create a "three-in-one" ecological layout of individuals, families, and travel. Taking TWS headphones as the starting point, we will launch more comprehensive AIoT products in the future, covering audio, wearable devices, TVs, and life peripheral products to form realme's own AIoT ecosystem.
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