Chinese mobile phone maker Realme has announced that it will launch in Australia later this month, aiming to capture market share in the lucrative mobile market.
The company revealed that it will be hosting an official launch party in Sydney on 17 October, where it will unveil four devices to be sold in the local market, ranging from $200 to $500.
In a statement sent to Australian media, Realme said that it will sell strictly online through its own website as well as the e-commerce sites of retailers including Bing Lee, JB Hi-Fi and The Good Guys as well as the likes of Amazon, Kogan and eBay, among others, as part of its “asset-light e-commerce model”.
“Realme is a young and fearless brand and our aim is to enable our fans to experience premium functionality, technology and style at a reasonable price,” the company’s local managing director, Andy Yang (pictured), said announcing the Australian launch.
“Young people don’t need to spend a fortune to access high-quality phones with larger battery life and storage, rapid charging and superior camera technology. Our customers are young and brave and we’re excited to share our innovations with Australian consumers.”
It plans to target younger audiences in Australia, including young professionals and students, seeking access to smartphones at a lower price point than premium brands such as Apple and Samsung.
The company, launched in May last year, claims to have accrued 10 million customers across 18 markets.
Other countries where Realme already has a presence include India, Malaysia and Singapore. According to its website, the company began selling into China in April this year, followed a month later in France, Italy, Spain and the UK.
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.
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