Recently, Xu Qi, vice president of realme and president of China, said in an interview that according to changes in the market environment, realme will make some dynamic adjustments in its general direction this year, and the total global sales target will be reduced by about 10-20% .
Affected by factors such as weak consumption brought about by the epidemic, smartphone shipments have fallen one after another this year. According to data from Canalys, an international market research organization, global smartphone shipments fell by 11% year-on-year in the first quarter of this year.
The domestic market is no exception. According to data recently released by the Academy of Information and Communications Technology, in April this year, the domestic market shipped 18.079 million mobile phones, a year-on-year decrease of 34.2%. From January to April this year, the total shipments of mobile phones in the domestic market totaled 87.425 million units, a year-on-year decrease of 30.3%.
"From a global point of view, the pressure and challenges in China are very huge, and the market competition is also more intense." Xu Qi said that realme has made corresponding deployment of channels and supply chains, which are currently within the scope of the plan.
At the same time, he pointed out that realme still maintains a relatively optimistic attitude towards the long-term development trend of the market. The core shortage problem that plagued the entire industry last year has also been greatly alleviated this year. " From the perspective of the supply chain, there is no longer a core shortage problem ."
At the beginning of this year, realme set itself a sales target of 50% year-on-year growth. In 2021, realme's global mobile phone sales will reach 60 million units, a year-on-year increase of 50%. According to the goal set at the beginning of the year to continue to grow by 50%, realme's sales target for this year is 90 million units.
After the 10%-20% reduction this time, Realme's latest sales target for this year is 72 million-81 million units . In the first quarter of this year, realme's global mobile phone shipments reached 14.5 million units, a year-on-year increase of 13%, and achieved about one-fifth of the annual target.
How does realme respond to market changes? Xu Qi said that as a young brand, realme insisted on an asset-light, fast and efficient model at the beginning of its establishment, so the burden is relatively small and it is more flexible. He revealed that realme will further focus on the boutique line in the future, focus more on technological breakthroughs, conduct in-depth communication with users, and at the same time firmly follow the direction of technology trendy brands.
"In the context of increasingly fierce market competition and a relatively downturn in the economy, consumers will be more picky about products."
In addition, in terms of channels, realme will strengthen the construction of channels for e-commerce, operators and offline major customers.
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