The release of the realme Q3 series confirms a new feature of the mobile phone industry: Nowadays, the price of mobile phones and the strength of the configuration are no longer necessary.

This new machine was hailed as a thousand yuan machine emperor before it was released. Why is the real self Q3 series so popular in the market? The most superficial reason is the configuration. With the quasi-flagship-level configuration far exceeding that of phones at the same price, the real me Q3 series redefines the ceiling height of the thousand yuan phone market to a certain extent.

Of course, configuration is the basis of all experience, but it is not the whole of the mobile phone. The True Self Q3 series, which has achieved the ultimate in configuration and cost-effectiveness, has further embodied more in the concept and culture: the theme of fireflies The holographic fluorescent design is the first in the mobile phone industry. In my opinion, realme adopts fluorescent design, based on the consideration of design aesthetics on the one hand, and on the other hand, it is also based on the expression of its own attitude: whether it is the real me Q3 series for the thousand yuan machine market, or the realme user for the big world, both It’s the extraordinary, shining existence.

The performance of the little monster runs over 80% of the mobile phones, the precise “knife technique” behind the thousand yuan machine emperor

The new Q3 series released by realme this time is equipped with a Dimensity 1100 5G processor, has a 120Hz Samsung AMOLED gaming screen, and a holographic fluorescent design. Coupled with 3D tempered VC liquid cooling, 64-megapixel streamer triple camera, and Tactile Engine linear motor, the new machine is more “brilliant.”

How strong is this configuration? Intuitively speaking, the running score exceeds 80% of all mobile phones currently on the market. Dimensity 1100 is based on TSMC’s 6nm process, with four 2.6GHz A78 large cores + four 2.0GHz A55 small cores. Compared with the previous generation, the efficiency and performance of the Dimensity 1100 are increased by 30%. Its comprehensive strength is similar to that of Qualcomm Snapdragon 780G, even with some parameters. There are also slight advantages. The Redmi 10X 5G in the same price range uses the Dimensity 820 processor and 48 million cameras; even the popular Redmi K30 only uses the Snapdragon 730G processor and LCD screen.

The flagship level and the price of a thousand yuan machine are realme’s consistent winning rule, and it is also the reason why the realme Q3 series has been widely discussed before it goes on sale, but it is not the only reason.

From a marketing perspective, in addition to top-level configuration with super cost-effective, realme has at least two “sharp blades”:

One is the unique and innovative industrial design, which can always create new surprises for the market in a consistent style. Take the TrueWo Q series as an example. The previous version of the TrueWo Q2 skillfully uses high-end plain leather craftsmanship. The thousand yuan machine leapfrogs high-end quality, and its style and attitude have been strongly highlighted; the TrueWo Q3 series has been new again, with a fluorescent design. The combination of high-efficiency light-storing luminous materials and fluorescent colors, futuristic style once again aroused heated discussion. The “Dare To Leap” copy on the back shell will shimmer like a firefly after fully absorbing sunlight. This also happens to reflect Realme’s definition of “Firefly Youth”: no matter how dark the world is, I will let you see my light.

The second is closely related to the industrial design style, that is, realme’s distinctive brand proposition. “Dare to leapfrog” is not only portrayed on the back shell of the mobile phone, but also imprinted in every decomposition action of realme. Major manufacturers and various products have their own brand propositions. Why is realme so special? This is also due to the precise knife method of its market positioning. Realme has found the core fit between itself and the vast number of young people today, whether it is brand proposition, product configuration, and even details to marketing techniques, sales channels, peripheral products, etc. , Realme are in line with the expectations of young people for the smart wave of life experience.

The “spoiler” among the mobile phone giants: no convergence, no blind obedience, so limitless

Is the realme, which holds various marketing “sharps” and firmly occupies the minds of young people, belongs to the first camp in the mobile phone industry? In fact, by now, this is no doubt. Realme was born in 2018 and first established a foothold in overseas markets such as India and Southeast Asia. In 19 years, it began to shift its strategic focus back to the domestic market. Even though the development time is so short, realme is still in the forefront of the domestic mobile phone market share with the world’s fastest growth rate. According to the data of the Q3 quarter of 2020, realme was already the TOP5 of domestic 5G mobile phones at that time.

Taking into account the unique industry environment of mobile phones, it can basically be considered that there is no second camp. Such a long-chain, asset-heavy industry, without extensive influence and huge shipments, is almost impossible to survive under the squeeze of many large manufacturers. As a brand that was born less than 3 years ago, realme has become the world’s fastest-growing mobile phone year after year and successfully entered the first camp. It is indeed a miraculous existence. In Q1 this year, a variety of realme products were sought after by the market, and the domestic sales growth reached a terrifying 463%. The data shows that realme is not only the first camp, but also the most powerful attacker in the old pattern of the first camp.

The reason why some people have not realized that realme has long been among the first camp is that, on the one hand, realme’s rise in China is relatively late, and there is not enough time to recognize it. On the other hand, it is also because the products and gameplay of realme are similar to other brands. Too many differences. Whether it is brand positioning, product concept, or marketing style, there are obvious differences from other mobile phone manufacturers we are familiar with.

In my opinion, this differentiation itself is also one of realme’s brand attributes. What are young people like? Do not follow the rules, do not blindly follow authority, like to show personality, have their own independent thinking and attitude. The same is true for the characteristics of realme in the entire mobile phone industry. We often use “unlimited” to describe fast-growing young people, and the fast-growing realme is also applicable. From this perspective, “dare to leapfrog” is not only Realme’s brand proposition, but also the core key to its advancement in the mobile phone market: Realme Q series is designed as a flagship phone to make a thousand yuan phone. It is designed from the perspective of the future to look at the current situation. In this way, the role of futurecomers in the mobile phone circle impacts the traditional pattern even more so.

The predecessor of the Truewo Q3 series, the Truewo Q2 series, was released in October 2020. As of April this year, the sales volume has exceeded 1 million, becoming the hottest model in the past six months. Realme Q3 series seamlessly integrates with its predecessors, and it will inevitably become a hot-selling product for realme to stir the market, and it will also become a major milestone in its impact on the domestic market share. It is understood that this year Realme still has many different series of products coming out. It is foreseeable that this “dare to leapfrog” young brand will be known to more and more people.