Realme Will Foray into More International Markets


The brand will be facing tough competition from its Chinese peers in the African countries. Tecno, Itel, Huawei and Infinix currently enjoy good share of smartphone sales in Africa

(picture credits – Realme Twitter)

Following its recent success in the Indian smartphone market, Realme has now set eyes on the Southeast Asia, Africa and Europe markets. Interestingly, another China-based smartphone brand, Xiaomi had recently announced its entry into the Kenyan market.

Sky Li Bingzhong, in a recent interview with South China Morning Post, said that Realme’s online distribution programme and independent business model has helped the brand’s strategy in a major way.

Tough competition from Chinese peers

Realme will be facing tough competition from its Chinese peers in the African countries. A report published by Canalys in August 2018 had said that Chinese brands held four places in the top five Africa smartphone vendors. Tecno, Itel, Huawei and Infinix were the four brands that enjoyed good share of smartphone sales in Africa.

South Korea-based Samsung was able to hold on to its number one spot in the continent. However, it is to be noted here that Itel, Tecno and Infinix, all operate under the umbrella of China-based Transsion Holdings.

As a matter of fact Realme is also a brand that operates under the umbrella of Oppo smartphones. Oppo itself is owned by China-based BBK, which also has OnePlus and Vivo operating under its umbrella in many markets.

India and Africa are both price sensitive markets

It is worth mentioning here that Indian and African markets are very similar to each other. Though India has a larger share of premium smartphone users as compared to Africa, the continent is known for its perfectibility for affordable smartphones, just like India.

Realme’s India line-up of smartphones includes Realme 1, Realme 2, Realme 2 Pro, Realme C1 and Realme U1. These smartphones are available in the range of Rs 7,000 to Rs 14,000 in the country.

Moreover, the trend of online shopping in the continent is currently on a growing stage in many Africa countries. The trend may also help Realme as it has focused more on the online sales channels in India.