If the manufacturers of smartphones have several ranges and models, this does not prevent them from developing full brands. A trend that is particularly observed among Chinese manufacturers.
This is how Huawei launched Honor and Xiaomi launched POCO. A trend to which Oppo succumbed a long time ago already with Realme, a smartphone sub-brand which has now become a subsidiary. The latter is about to reproduce the scheme of its creator by launching its own sub-brand, Narzo.
A marketing strategy
Why launch a new smartphone brand? Why not just launch a new range? By developing new brands, manufacturers can develop their own identities and target specific markets and audiences.
Today, Oppo ranks 5th among smartphone manufacturers in the world with 8.1% market share at the end of 2019. The Chinese manufacturer offers a whole range of smartphones, ranging from affordable entry-level to very high more expensive range, like what Samsung does with its Galaxy A, S and Note.
In 2018, after having been an Oppo sub-brand for several years, Realme became emancipated and became a full-fledged brand while remaining a subsidiary of Oppo. The idea is to change the image of Realme smartphones. From now on, the manufacturer's phones will be more modern, younger and will be aimed particularly at teenagers and young adults with solid components while remaining in the mid-range, even the low end very accessible.
An identity and a market
Narzo phones should focus on the Indian market first. The new sub-brand has also offered the services of the Indian rapper RCR to announce its launch.
The Indian market is a buoyant market although it is quite complicated to find a place there. The new brand of phones will therefore have to offer models with an irreproachable quality / price ratio and be very aggressive in terms of prices to get a piece of the cake.
The presentation of the first Narzo phones is expected on March 26. The Realme Narzo 10 and 10 A will be particularly aimed at generation Z.
Equipped with 3 and 4 photo sensors, the two phones will offer an impressive autonomy of almost 39 days thanks to a 5,000 mAh battery. We will have to wait for the official presentation of the two phones to learn more about their specificities, but these should offer pretty performance to their users.
On its website, Narzo uses the slogan "Perfect pictures for everyone" which suggests that the phones will be offered at affordable prices while offering good performance in photography. The Realme sub-brand will position itself very clearly in the mid-range.
If success is to be expected, we can expect that Narzo will be deployed outside this specific market and become a wholly-owned subsidiary of Realme, but we will have to wait for that.
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