Here’s Why realme strategically redefined their entire Smartphone Portfolio!

realme entered the Indian smartphone market back in 2018 with realme 1, which was widely accepted and liked by the media as well as the consumers, and thus was a hit. Following the success of realme 1, realme 2 was launched by the brand, but, instead of it being a successor, as the name suggested, it was an another line-up from realme, or the brand insisted us to believe so. With this arose, one of the biggest problems realme faced in the beginning, and it had to do with naming and branding of their line-ups. The reason being that while realme 2 was a good device by itself, it wasn’t received well initially. As people expected a upgrade going by the naming scheme. However, things have changed over the years, and that’s what we are going to discuss about.

Branding is an important aspect for any company and their products, as it directly co-relates to how their products are going to be perceived by the consumer, as we explained earlier. This led us to think and analyse realme’s existing lineup and the branding of their line-ups, as follows. After their number series, realme launched a number of series, including but not limited to:

  • Budget C series
  • Selfie-Centric U series
  • And flagship X series

Now, at that time, the biggest competitor for realme was the Redmi line-up by Xiaomi. The budget C series was meant to tackle the Redmi A series of smartphones, realme U series was targeted at the Redmi Y series. realme number series targeted Redmi Note series as well as the number series by Redmi, and realme Number Pro series targetted Redmi Note Pro series. However, things didn’t remain this way for a long period of time.

As around mid to end of 2019, we started to see a change in their naming line-ups, and this change started to become more and more evidently clear in 2020, more on that later. Around a year ago, in June’19, realme introduced the first X series of smartphone, the realme X, followed by XT and X2, which were predominantly targeted at the premium mid range segment, around the INR 17,000 to 20,000 mark. Do note, at around this time, realme Pro variants were priced between 12,000-16,000 INR, a good of this example, is the realme 5 Pro, with Redmi Note 7 Pro and Redmi Note 8 Pro as it’s closest coompetitiors.

Fast forward to 2020, and now we see a paradigm shift in their line-ups by realme. One of the biggest launch by realme this year, was the launch of the realme 6 and realme 6 Pro, which is very significant as it marks and makes the shift we talked about earlier even more clear. realme 6 base variant started at INR 12,999, which was, in fact the starting price of the realme 5 Pro. It’s elder brother the realme 6 Pro was launched for INR 16,999, which was the price at which the realme X as well as the realme X2 were launched at. This makes two things very clear, realme is trying to replace the Pro variant of number series with the number series, and is replacing the previously present X series in the higher mid-range segment with their new Number Pro series.

So, you may ask, what happened to realme X series, which is a popular series. realme X3 launch event answers this part of the puzzle. We know that realme is quite interested in the budget flagship segment too, which is quite apparent from realme X2Pro and realme X50 Pro. We believe that realme is now trying to target the previously untapped territory of 20,000-30,000 INR segment with their X series, and this is where realme X3 comes into the picture which realme called as the first 855+ device in it’s segment.

But, why did realme need to make these changes in their line-ups, you may ask. We are of the opinion that this has to do with POCO, which marked it’s independence from Xiaomi by launching the POCO X2 earlier this year, inspired by realme X series success. The name might sound similar, because it’s inspired from realme’s X series, as POCO was clearly trying to target it with their version of X2. However, realme was quick to realise this and in response, they positioned pitching of their X series in such a way that it now targets a completely new demographic, previously catered by POCO F1, which was a extremely popular device because of it’s flagship killer pricing.

To conclude, we feel that realme has made a unexpected and very smart move, by smartly shifting and adapting their line-ups to avoid the clash between POCO X series and realme X series. Now, realme 6 Pro competes with POCO X2 and realme X3 Series has no competition except for a year old Redmi K20 Pro. What do you think about this, let us know your thoughts in the comments section. For more such content, follow realme Central. You can also, follow us on Twitter and Telegram for the latest realme news, software updates and leaks.

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