Shulou(Shulou.com)11/24 Report--

On the evening of November 18, the true self realme recently released 10 new products of the true self, including 10 Pro+, 10 Pro and 10 of the true self, which means that the true self digital series has officially returned to the domestic market. Xu Qi, vice president of true self, president of global marketing and president of China, said in an interview that the return of digital series is a comprehensive consideration of true self boutique strategy and global 5G integration. In the future, the product line of the Chinese market will be reorganized into GT series, digital series, and V series.

Why did the digital series return to China?

Xu Qi said that from the external environment, the overall size of the global smartphone market is shrinking in 2022, and many users' decisions on buying phones have also changed: non-boutique products do not buy, non-explosive products do not pick. As the replacement cycle for users becomes longer, the decision-making link for users to buy a mobile phone will become more cautious.

From the perspective of the true self, this year is the fourth year of my business, and it is at a very critical crossroads. In the past, the true self's strategy was to grow savagely and quickly deploy the product line to meet the needs of users. Then the true self enters the second stage of starting a business, and the very important strategy is to streamline the product line and adhere to the high-quality strategy.

In the boutique strategy, the true self will make the global series easier and focus the company's resources, including manpower, research and development, and product technology, on the core series. therefore, the return of the digital series itself is also closely related to the second stage of transformation, that is, to streamline the product line of the global market.

At the same time, it is also related to the development of 5G in the world. When the true self first started to do the global layout, the true self made its debut in India, and then launched the road of globalization of the digital series, but at that time, the development of the global 5G was relatively slow, so the overseas digital series has always been a 4G product line. At the beginning of the Chinese market, China was already in the leading position of 5G, but foreign countries still do 4G, so it is difficult for these two series to form a line.

This year, the global 5G is developing very rapidly, especially in Southeast Asia, Singapore, Thailand, the Philippines and other countries have become the benchmark of 5G deployment, while Indonesia, Vietnam, Malaysia and other countries are also in layout. "I think the next development of 5G will be very rapid, which is also a prerequisite for the global unification of the digital series."

Reorganize the product line

Before the digital series returned to China, True I already had a product line with multiple price segments of Q series, X series and V series in China.

Xu Qi revealed that in the Chinese market, the Q series and X series will basically be replaced by digital series in the future, and the digital series will undertake the mission of scientific and technological leapfrogging, covering gears from 1000 to just over 2000. The V series will shrink to the positioning of 1000 yuan 5G and do a good job of 5G leapfrogging in the price range of 999 yuan. The other is the GT series, GT includes GT Neo and GT digital two series, this series undertakes the performance beyond the level, including e-sports, performance and so on.

"in the whole process of self-development, as well as the global economic situation, aircraft-sea tactics must be adjusted to high-quality tactics." He said that the true self will firmly move forward with the boutique strategy, and the next line of the true self is also very simple. The digital series of 1000 yuan to 2000, and the GT of more than 2000 yuan are very clear.

In terms of the rhythm of product updates, the V series is a strategic explosion for cooperation with operators, which will catch up with the operators' peak season, such as the beginning of the year or the summer time; the basic direction of the digital series is two iterations a year, one at the end of the year and one in the summer; and the GT Neo series is also a two-iteration year, with some updated technologies introduced in the last and second half of the year. GT digital series is the most high-end series, at most one iteration a year, based on the pre-research of some new technologies upstream, bringing high-end boutique.

There are also high hopes for the return of the digital series. The True self 10 series uses the curved screen and ultra-narrow straight screen of the flagship products, of which the curved screen carried by the True self 10 Pro + costs 100 million yuan to build. Xu Qi said that when it comes to the trend of consumer choice, people are more and more inclined to choose what they like and do not follow blindly. Only products with sharp points can stimulate users' desire to change their phones. For example, how to make a curved screen or the narrowest straight screen that can be played within 2000 yuan? This is a tipping point. Blindly fight for a low price, but the product has no distinctive bright spots, so it is difficult to succeed in the market.

He predicts that in the future, digital series will be ideal only if they account for about 30-40% of all series of true self, so digital series is a cornerstone series that is crucial to the true self.

The period of market volatility is also an opportunity period.

In the past two years, the mobile phone market has continued to decline, and the good days of the industry seem to be gone forever.

Xu Qi is relatively optimistic about this. "I think we have to wait and see, because history tells us that the period of market volatility is also an opportunity period, and the more difficult it is at this time, the more time it should be reassuring, and the more clearly it should be strategic positioning."

He revealed that based on the changes in the external environment and the change of the true self strategy, there will be several changes in the true self strategy: first, it will make a boutique strategy, create a few clearer product lines, and really polish the boutique, rather than relying on aircraft sea tactics.

Second, no new markets will be opened up in the world next year and the year after next, and then resources from different markets around the world will be deployed. In the market and countries that achieve the TOP level, how to concentrate on achieving TOP3 and get a more head-weight promotion is the strategic goal in different countries next year. Among them, the Chinese market will be defined as the next strategic key market of the company next year, and more resources will be invested in the Chinese market, tamping the Chinese market into a market with a mass of 10 million.

Third, the next in the layout of the channel to go more robust, the more turbulent, the more opportunities, what does the opportunity come from? Internal causes are more important. In the case of market turbulence, the true self should go more steadily and solidly, the products are better and the channels are healthier.

Xu Qi said frankly that next year, both the global mobile phone market and China's mobile phone market will continue to decline steadily. However, he predicts that there may be a bottom rebound in Chinese mobile phones in the second half of next year, because from the overall mobile phone market, the stock demand is still there, and the hard demand for mobile phones will not be an infinite decline, because there is a large stock. There will be a wave of replacement demand in the market. "so I think there may be better news in the second half of next year, and we are also waiting to see." (Zhang Jun)

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