New smartphone brand Realme starts marketing push via Lazada tie-up

Realme, the latest smartphone brand to enter the Philippine market, is setting off its marketing campaign in the country by making its products available through online shopping giant Lazada.

Realme chief operating officer Jacky Chen (left) with Lazada country chief business officer Emmanuelle Chavarot

Realme chief operating officer (COO) Jacky Chen officially announced the partnership on Wednesday, Nov. 21, at a press briefing in BGC in Taguig City.

Realme, which is set to formally launch its local office on Nov. 29, clarified that it is not a sub-brand of Oppo and is completely autonomous from the said brand.

Realme also explained that it is a global company and will not confine its operations in Southeast Asia, although it already has a large presence in the region and in India. Chen said that, in fact, the smartphone firm is set to expand its presence next year in other parts of Asia such as the Middle East.

“We started in India six months ago, but SEA is one of the most-important overseas markets for Realme. We are now present in Indonesia, Thailand, Vietnam, Malaysia and in the next few days, the Philippines,” Chen said.

Chen said its partnership with Lazada is expected to further drive the growing e-commerce industry in the Philippines by offering high-quality but competitively priced products that can be availed online.

More than 50 percent of Filipinos are looking at increasing their online purchases, with 85 percent of them citing convenience as the main reason, according to a recent study.

Emmanuelle Chavarot, Lazada’s country chief business officer, said the brand’s entry in the Philippines will boost the smartphone market.

“As a young smartphone brand, Realme offers an exciting portfolio that Lazada is only thrilled to bring to Filipinos online. Despite being just six months old, the smartphone brand made waves in the recent 11.11 Online Shopping Festival in Lazada Southeast Asia. Now in the Philippines, Realme and Lazada will conduct an in-depth, strategic level partnership to provide the best products with affordable price to the young generation,” Chavarot said.

In its India launch, Realme became the country’s fourth most-popular online smartphone brand. Realme likewise posted record-breaking online sales in its launches in other Asian countries, including Indonesia. Just recently, Realme topped the 11.11 Online Shopping Festival across Southeast Asia.

Banking on its success in its recent launches globally across the same business channel, the brand expects to be one of the major propellers of the e-commerce market in the Philippines.

Realme said it product models were all designed based on the needs of the youth today. Even with just half a year in business, Realme has launched four phones globally and is gaining traction among its young target market.