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Xu Qi, vice president of realme: covering the world's top 100 markets in the next five years

2025-01-18 Update From: SLTechnology News&Howtos shulou NAV: SLTechnology News&Howtos > IT Information >

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

"Don't be afraid of the unknown, be determined to do it. Because the unknown may be the future." This is what Xu Qi, vice president of realme, president of China, and president of global marketing, shared during his annual speech on August 28, the fifth anniversary speech of "leapfrogging" and the launch of real GT5 new products. It is also a true portrayal of my intrepid giant encirclement, the Red Sea, and its accumulated strength over the past five years.

This is the first time in five years that the true self has set up a speech session at the press conference with the theme of "leapfrogging" as the theme. Xu Qi revolves around the product concept of "no leapfrog, do not release" and the brand label of "dare to overstep". It emotionally tells the story of brand leapfrogging that my true self has little known in the past five years.

Today, the smartphone market has moved from the incremental market to the stock market. In the face of brutal competition, Xu Qi concluded in his speech that it is like the process of climbing a mountain, with the temperature getting colder and colder as it goes up. But in the process, the heart is bound to get hotter and hotter. In the next five years, we will get over the cold and warm blood!

For the true self, the first five years have only completed the first step from others to the top ten. In order to better cope with market changes, we need more practical and effective methods to tap more potential market possibilities. In the face of the next five years, the true self has released a leapfrog climbing plan, hoping to become the preferred technology brand for young people around the world, and announce specific measures.

First, adhere to the product leapfrog, "no leapfrog, do not release" as the golden criterion of product building. From this point, it is not difficult to see that the true self has indeed learned from the past experience and lessons, adhered to long-term doctrine in combination with the "boutique strategy", continued the "leapfrog" spirit since the establishment of the true self, and continued to polish the products.

Second, we should carry out technological innovation around the three major directions of "performance, image and design" to provide young people with products with both strong performance and leapfrog design. For major mobile phone manufacturers, video is still an important competition track for high-end mobile phones in 2023. Such a product strategy also reflects the true self's control of the needs of young users, which is gradually extended from simple performance parameters to the pursuit of product appearance beauty and image expression.

Third, break through the middle and high end, dig deep into the price range of 2000-4000 yuan, and break through the competitiveness of the price range above 4000 yuan. Based on the current market share and technology accumulation of the true self, it is not difficult to see that the choice of the true self is very correct and worth looking forward to. However, according to the latest data released by China Institute of Information and Communication, shipments of high-end models have increased against the trend this year, which also confirms from the side that users' inherent cognition and demand for mobile phones have changed greatly as before. Consumers' high-end needs need to be met urgently.

Fourth, continue to expand emerging markets, covering the world's 100 largest markets in the next five years, so that more young people can enjoy a leapfrog experience. Such a marketing strategy is in line with the original mind of the true self-providing products with both strong performance and leapfrog design, allowing more young people to enjoy a pleasant experience, confirming the true self's pursuit of long-term value and the original heart that has never changed.

I believe that at the moment of a new round of industrial change in the mobile phone industry, the true self is about to usher in the next key growth and continue to write its own history.

The following is the full text of the speech:

Hello, everyone. I'm your old friend Xu Qi. Today is a very special day, August 28th. It's also the fifth birthday of my true self! Here, first of all, I would like to say to my friends and fans all over the world, happy fifth anniversary, everyone! So today's press conference is somewhat different from the previous direct release of the product. Today, I would like to share with you some short stories that happened during the five-year journey of realme.

A month ago, to celebrate the fifth anniversary, the management of our company went on a hike. It is difficult to walk 20 kilometers under the scorching sun in July. Our hiking route ends at a camp at the top of the mountain, which ends up passing through a long hillside called the Slope of despair. After taking a lot of effort to climb to the top of the mountain, I wondered, why is it so difficult to climb than to walk on flat ground? Then I figured it out, because you have to do work, what you have to overcome is gravity. At the top of the mountain, when we sat together and looked back, we talked about, isn't it the same with our lives? There will also be some things that pull you down, such as laziness, cowardice, indecision and easy pride, which are the gravity of life.

Why is it difficult to leap to higher levels? Because we have a lot to overcome. Looking back on the past five years of realme, it is not only a process of leapfrogging, but also a process of overcoming the gravity of life. When we were founded in 2018, the mobile phone industry had already undergone a round of reshaping. We are faced with a very serious question: why should it be established? How do you compare with others? So how on earth did we set up? Let me show you some pictures.

This is the earliest picture of the realme team. In a conference room in Cyber City, Gurgaon, India, we pulled a temporary project team. Except for realme's No. 1 employee sky, our No. 2-6 employees were all in the picture, which was also everyone on the realme team at that time. Why is there such a project team? Quite simply, Sky made a hypothesis. Young people like to shop online. At that time, the spelling parameters were already very voluminous, but the configured design was not good-looking, and the designed configuration sold at a sky-high price. Can't they buy a mobile phone with both performance and design at a reasonable price? So he decided to try it with a few partners to see if we could make such a product and satisfy young users. These are some common mobile phone designs at that time. No matter what model or brand it is, it doesn't seem to make much difference. These phones are not good-looking, and their performance can be improved. We decided to work on this basis. So, on May 4, 2018, Youth Day, we released realme's first product: realme1.

In this picture, the publishing hall is about 150 square meters, and the shooting equipment accounts for about 20 square meters. Of the remaining 130 square meters, 200 people were packed in. In fact, even if it is 150 square meters, it is even borrowed from our channel partners. The reason why we choose it is very simple, save money. We spend almost all our money on product polishing and keep everything else simple. This is the guiding ideology of our first press conference.

This is the product we released at that time, the groundbreaking diamond pattern cutting is beautiful enough for the performance of the year, with large battery, large memory, high-pixel camera, strong enough.

At the press conference, when we announced the price, we heard three minutes of cheers and applause from the media for the first time at the press conference. Han, who was in charge of public relations at the time, later told me that these three minutes of cheers and applause had become a great source of achievement that could have sustained him for many years.

So answer again, where do we come from? It is a project team, a conference room, a group, not even a group, just a few young people, using the release room borrowed from partners, with a "try" attitude, want to provide young people with a good product.

The beginning process is not magnificent, and often all great actions have a trivial beginning. It may come from an idea as small as a seed. The first triumphant return has given us more confidence. Later, we recruited and gradually strengthened the team. In this photo, we have our first team meeting. Every one of them is an adventurer. Compared with the wages and benefits that have not been increased in the past, we are visible to be busier and face more unknown things, but we still choose to do so. At that time, we were a team with an average age of 28, and we were full of excitement and expectation, but we didn't know exactly what to face in the future. For example, we didn't know at the time that the competition in the mobile phone industry was much fiercer than we thought.

The competition in the mobile phone market in 2018 is extremely fierce. You might as well guess how many mobile phone brands were there in the world at that time? The answer is 701. In this crazy track, you can name, can not name the brand, a total of 701. The top 10 in the mobile phone industry in 2017 are Samsung, Apple, Huawei, OPPO, vivo, Xiaomi, LG, Lenovo, ZTE and Alcatel. They're all giants.

You can also recall whether there are any new brands that can be named in the mobile phone industry in the past decade. We asked an analysis agency to look up some data. Analysts said that there are still a small number of new brands established every year in the world, but realme is really the only new player in the mobile phone industry in the past decade. It is also because of this that many people call us "roll king". Facts will also prove that there are no games that cannot be broken, only those that dare not start. There is only one lesson in our established story, that is, don't be frightened by giants, try it first, in case it works. If you surpass the giant with fearlessness, you can leap to the next level. This is the story of the founding of realme, a story of "surpassing giants and going up without fear".

Having fearless courage is a good start. What's the next step? As we all know, what is special about realme is that we started from overseas markets and have done well in many markets around the world. But we haven't talked about how these young people open up new markets. In fact, we face a lot of challenges. The first challenge we face is manpower shortage and lack of experience. The market expansion plan we made at that time, starting from September 2018, about a year or so, we entered 13 markets in Southeast Asia, the Middle East and North Africa, South Asia and other regions at an incredible speed. What approach do we take? Short, flat, fast. We have a team like a fast march at our headquarters. every time we open up a new market, we will stay there for 1-2 months to recruit a local team and hold the first press conference.

This is the itinerary of some of our small partners at that time, who flew to more than 40 countries and held local conferences during the period when we opened up the market. When I saw these route maps, I was really moved and moved. The brand realme is established in this way. Each of the above footholds can be unfolded to tell a story that belongs to the leapfrog. The mobile clock interface of team buddies is always like this, working across jet lag and paying attention to different markets. During a team building with our PR colleagues, one of our partners, tanya, said, "when you wake up every day, you have to spend ten seconds thinking about which country you are in." I think this is probably the most authentic portrayal.

I would like to say that, fortunately, the colleagues we meet all over the world are also a group of leapfrogs like us. They chose to believe in a new company, a new brand, and let themselves join the struggle. So, what is the main reason why we can open up new markets quickly? I think, first of all, is an excellent team. Facing the unknown world, they first chose to set out. With a short and quick way, through their own ability and tenacity, bravely open up new markets. For us, everything is not ready, we can only start at once.

I am glad that with our joint efforts, we have become the dark horse that has attracted the attention of all the markets around the world. In the process of becoming this dark horse, the Southeast Asian market is a very important venue for us. In the global market, realme is the first to kill all brands and become the market share of Top1, which is in the Philippines in Southeast Asia. In July 2018, we decided to enter the Southeast Asian market. At the end of July, a team of nine people flew to Jakarta. Starting from Indonesia, we gradually built five markets, including Thailand, Vietnam, Malaysia and the Philippines. After arriving there, there are three main things: the first thing is to recruit a local team; the second thing is to find local resources; and the third thing is to do whatever you need before you hire someone. The struggle of a group of young people is full of blood. I remember that the team has just arrived in Indonesia and the office has not been rented yet. So everyone works in the shared dormitory. At that time, there happened to be many large mirrors in the dormitory, each of which was covered with notes from our meeting and discussion. There are many unknown things, so write them down one by one and learn more about them the next day to solve the problem.

The first important thing for us is to go to lazada to negotiate and nibble down the most important local e-commerce platform.

Lazada is very friendly to us. At first, we worked in the office of lazada before we rented the office. But after all, we are a new brand, whether it can be done or not, whether it is worth their platform to give us so many resources, or after repeated consideration.

It is very rare that in every negotiation, nine of us go together, and usually they come into contact with channel sales partners. We, the media, public relations, social media, and planners, all follow. With the deepening of their understanding, they have seen our sincerity and our profession. "although the sparrow is small, it has all been well-equipped." later, they also got a lot of support.

At the beginning of August, we talked about the first sale of 2,000 units. With the deepening of our understanding, by the end of August, we talked about the first sale of 15,000 units. This number will be a record-breaking number for the local platform.

When the real top seller, we sat in lazada's office waiting, staring at the screen, the numbers all the way up, we prepared 15000 units, only to sell out in 10 seconds. We and lazada's partner jumped up from our seats and cheered, and we knew it was done!

In October 2018, only one month after its launch in Indonesia, realme became the top brand seller of Lazada in October, and the top three mobile phones in October were all realme phones. After that, we entered other Southeast Asian markets and almost swept the list of double Eleven that year. This is what a group of young people did when we grew up in Southeast Asia. Realme growing up, we have a very important experience is: do not be afraid of the unknown, determined to do. Because the unknown may be the future.

How can a group of young people open up a lot of new markets? This is also the second story I share today, the story of "beyond the unknown, firm and upward". In 2018, we made great breakthroughs in India and Southeast Asia. At the same time, we are working on the next big plan. That is: return home.

Realme made its debut in the Chinese market in May 2019. In the picture is the invitation letter for our first press conference back to China, with the banner of "dare to overstep". The idea comes from our colleague sherry. 'The Chinese market is so popular that we have to set up a flag that dares to leapfrog, 'she said. So we flew hundreds of flags and happened to find a colleague sharing his father's calligraphy in moments. So he invited the old man to put up a word and sent it to the media teachers. I believe that maybe now, everyone is still very impressed.

We made a plan about half a year ahead of schedule for going back to China. The Chinese market is too big, so the pressure on our first appearance is huge. I am very confident in the hardware configuration, and in terms of design, I hope to bring you far more surprises than expected.

Therefore, I would like to invite a foreign aid to help us open up the situation. At that time, we went through the most famous industrial design masters in the world. There is a name that makes us all look forward to and excited. He is Naoko Kanazawa and the designer of our favorite "Master Discovery Edition Series" later.

Since we were not famous at that time and our budget was not high, it did seem wishful thinking to impress a leading designer in the world. In order to get in touch with Naoko Kurosawa, we dug three feet to find resources. Later, our colleague Dani, a girl who graduated less than two years ago, first contacted a friend who had worked at muji, and then through her she contacted a person in charge of muji Taiwan, and then contacted Naoko Kanazawa through her.

Finally, in the afternoon of the day before, we learned that Shenze had an itinerary in China the next day, and finally got a chance to meet for 15 minutes. So we hurriedly booked air tickets that day, and on October 15, 2018, we met Naoko Kanazawa in the lobby of the Pouli Hotel in Shanghai for the first time.

I was 29 years old at the time, and I was already the eldest of the people realme flew over. Naoko Kanazawa felt a little surprised when he first saw us. Then we passionately introduced to him the establishment, initial ambition and dream of our brand. I can see that in the eyes of this industrial master, there is a twinkle of love and appreciation for future generations. So what was supposed to be 15 minutes of communication turned into an hour and a half plus an interesting lunch.

After Naoko Kurosawa returned, we kept in touch with each other. On January 14, 2019, we met for the second time, and on that day, we finalized our cooperation. Shenze came to visit our office, R & D center and production center in Shenzhen, and we also talked with him about the products and directions we hope to cooperate with. Later, we were very cash-strapped and threw out a very unseemly budget, and to our surprise, he gladly agreed to it. Because he said that he hopes to work with us to bring better design to young people around the world.

The rest of the story will be clear to everyone. On May 15, 2019, realme X released that onion and white garlic colors made us a hot topic at that time, and realme's debut was a blockbuster. At that time, we also opened a pop-up store in the vegetable market, which made more interesting young people begin to have new awareness and attention to the new brand realme. To this day, we are still working together. A lot of amazing products have been launched and will continue in the future.

"Design" is something we have attached great importance to since the first product, and we are very proud that we have persisted until now. The cooperation with Naoko Shinzawa can be said to be a legendary process, with new colleagues without much experience, new brands without much fame, and a world-class master working smoothly. Fortunately, everyone we meet is helping us in the process. So I want to tell you, don't trust the ceiling. Don't set limits, but have the determination, sincerity and motivation to challenge the impossible. This is also the third story I would like to share with you, crossing the gap and rising sincerely.

Subsequently, we ushered in rapid development. Although just over a year after our establishment, we have experienced a global epidemic. This is a huge disaster for a new brand in the global market. I remember that on the eve of the Spring Festival in 2020, many of our colleagues stationed overseas came back for the Spring Festival and heard the news that the epidemic might become more serious. many of them bought air tickets that night and went back to the station without hesitation.

In the past few years, it is precisely because of many of these obligations that we have made a lot of achievements. We have become the fastest growing smartphone brand in the world. At that time, we were faced with praise, and the feedback from the channels was that the goods were not enough. We arranged production and more products non-stop every day. This is our most exuberant moment. We use facts to prove that there is no need for seniority to change the world.

Until May 2021, many problems hidden under the rapid growth began to be exposed. This year, we encountered the problem of excessive global inventory and continuous decline in market sales. We in this year's quarterly business review meeting, the team changed the past, serious and profound analysis of a variety of reasons, divided into five categories, a total of 20 minor problems. The more we discuss, the clearer it becomes that there is only one key issue: feel good about yourself and be a little proud. In the early days, one of our products was popular. Unconsciously, there are more and more products. I remember that at that time, some netizens made pictures for me, saying that I was the grandfather of cucurbit, with seven similar mobile phones in my hand.

We find that more products do not lead to better sales, but more consumption. We began to adjust quickly. Made two key moves.

We have counted the number of products released around the world in a year and found that there are nearly 30 products. This is undoubtedly a kind of consumption of development resources, marketing resources and team energy, and it is impossible to focus on resources to do explosives. Therefore, we propose to make high-quality products, only high-quality products, so as to reduce the number of products by half.

The second thing is to unify the global product line, abolish the X series and Q series, and bring the digital series back to the Chinese market. This decision has to put aside many temptations, such as the good sales of the X series, such as the brand equity that the X series has invested. But we made a quick decision and figured out "only do high-quality goods", so we went to change it. We believe in the saying that if we find a problem and correct it as soon as possible, no matter how big the price is, it is the smallest price. We have established a principle: no leapfrogging, no release. We have also made a commitment to ensure that each generation of products must have leapfrog technology on the basis of ensuring performance, design and experience.

On GT Neo5, in order to make 240W flash charge, we innovatively use three hundred watt second charging chips to ensure speed, charge safety and long battery life at all costs. This is also the first mass production of 240W flash charge in the world. In the 11 Pro series, we have insight into the deeper needs of users and work deeply with Samsung to achieve the extreme zoom performance. We visited designers everywhere, found designers of GUCCI to cooperate with us, and finally polished a high-quality design. Under the boutique strategy, we have also produced some real boutiques and explosions. Including GT 5, which will meet with you soon, will also be such a leapfrog boutique. In the process, we realize that growth is more important than achievement. This is also what I want to tell four stories, beyond pride, calmly up.

The past five years have been five years of barbaric growth and fearless growth of realme. In the past five years, there are three things we are most proud of.

The first thing, the idea we put forward at that time, we did. We have brought amazing products to users all over the world and won the love of young people. I will not forget the users who take the one-day and one-night train to attend our press conference, the users who work with our engineers to solve the bug, and will not forget to write to us in person, and the slogan "dare to cross the line" will bring users who have changed their lives. These love and encouragement are awards for our work in the past and will spur us to move forward in the future.

The second thing we are proud of is that we have built strong local teams around the world. We have created a better professional environment in 61 markets around the world, providing more than 30,000 jobs, allowing more leapfrogs to join us and realizing the value of life.

The third thing we are proud of is that we have been the only new player to appear on this list in the past decade. This is the top 10 list of global mobile phone shipments over the past decade. We were founded in 2018, and we haven't left since we appeared on the list in 2019.

These are past achievements. We use our own experience to prove that even in the Red Sea, new brands have opportunities. The ceiling can be broken! In the first five years, I completed the first step from others to the top ten. But we are well aware that if we move on, we will face more difficult challenges. Just like the process of climbing a mountain, the higher you go, the lower the temperature. But in the process, the heart is bound to get hotter and hotter. In the next five years, we will get over the cold and warm blood!

So, in the next five years, we have a leapfrog climbing plan. We hope to become the preferred technology brand for young people around the world. We also have several specific measures on how to achieve this goal.

First, adhere to the product leapfrog, "no leapfrog, do not release" as the golden criterion of product building.

Second, we should carry out technological innovation around the three major directions of "performance, image and design" to provide young people with products with both strong performance and leapfrog design.

Third, break through the middle and high end, dig deep into the price range of 2000-4000 yuan, and break through the competitiveness of the price range above 4000 yuan.

Fourth, continue to expand emerging markets, covering the world's 100 largest markets in the next five years, so that more young people can enjoy a leapfrog experience.

I believe that in the next five years, realme will continue to use its own story to prove that the ceiling can be broken, dare to jump, can go up. I also believe in the old Chinese saying that the waves behind the Yangtze River push forward the waves that have been proved correct countless times in the long history. Realme as the back wave of the mobile phone industry, we use fearless, firm, sincere, calm, warm-blooded, to overcome the gravity of life, believe that there is no invincible peak in the world, we always adhere to leapfrog and climb to a higher peak. In the past five years, we have tasted the thrilling and soul-stirring roller coaster. In the next five years, our goals and pace have never been so firm.

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