Oppo‘s sub-brand, Realme has entered the offline distributing channels in partnership with Reliance Retail Ltd to make its devices available at Jio stores and Reliance Digital stores. Realme has recently-launched its second generation smartphones in India and has received an overwhelming response. The Chinese company is now aiming at increasing its sales in the tier 2-3 cities and rural areas via offline platforms. So instead of waiting for the smartphones to deliver at your place, you can just go and buy the Realme 2 or the Realme 2 Pro at an authorized Reliance store.
Realme started as an online-exclusive Oppo sub-brand in India and is now growing as an independent brand. To boost its overall sales, the company opened up to the global markets with the launch of its Realme 2 series in countries like Indonesia. In continuation with the agenda, the company has adopted a dual-channel retail strategy.
Realme is Devising a Complete Offline Strategy
Realme is reportedly working on taking full control over its operations, from the research and development process to managing the after sales. The smartphone-maker is currently working on a complete offline strategy that covers the LFR (Large format retail) and exclusive stores and distributors across India.
Madhav Sheth, CEO at Realme India, told ET, “We now have a clear strategy for the brand, which is making products available for everyone. However, we don’t want to rush and taking step by step approach for our offline foray. Our devices will be available in all Reliance Digital and Jio stores before Diwali.”
He further said that the company will begin executing its detailed retail strategy starting January next year. “We are looking for retail partners that are aggressive in the market. Initially, our focus is to make phones available in top 10 metro cities, and then tier 2 cities under phase two of expansion,” Sheth added. He also hinted that the company might have its own independently managed exclusive stores soon.
Realme 2 Sold Over a Million Units in 40 Days in India
Realme 2 is, arguably, one of the best-selling budget smartphones in India. Realme has recently announced selling more than one million units of the smartphone in India via Flipkart in less than 40 days. According to Counterpoint Research, the Realme 2 drove significant upgrades in the sub-$150 segment. The Chinese smartphone maker held a market share of 2.6% in the July-September quarter.
Tarun Pathak, Associate Director at Counterpoint Research said, “It makes sense for Realme to enter offline space as they have scaled fast in India. However, offline expansion can take time unless they leverage the existing channels of Oppo which they have officially decided to part ways”.
The brand is focusing on the budget and the lower-midrange price segment to take on the likes of companies like Huawei and Xiaomi. The company has launched 4 smartphone models in India so far, and plans on bringing one more before the end of the year. According to reports, Realme will open 250 new service centers in India before the end of the month and will also continue sharing Oppo’s service centers.
As of now, Realme is sharing Oppo’s resources for research and development (R&D) but soon plans on having an independent entity for the same. The company already has a separate team based out of the Oppo’s new center in Hyderabad.