If there is a product that reaches all Argentine consumers en masse, beyond social stratum, sex or age, it is the cell phones. Just look at what all the passengers are busy doing on any public transport.
All equipment manufacturers have their sights set on that market. And that is why the arrival of new brands to the country that They seek to break the hegemony from Samsung and Motorola, which concentrate the preferences of local users, ahead of TCL and Xiaomi.
The most recent landing was carried out by the Chinese smartphone giant Realme, whose participation in the global market has been growing rapidly: It recently surpassed the barrier of 200 million users. Its phones are present in China, India, Southeast Asia, Europe, Latin America, the Middle East and Africa.
In this way, Realme joins a wave of arrivals of Chinese brands unknown until now for Argentines, such as Oppo, Nubia, Tecno and Infinix.
What gives greater relevance to Realme’s landing is that comes from the Córdoba company Telecomunicaciones Fueguinas, with the promise of beginning to assemble them in the country after a first purely import stage.
This firm will be responsible for manufacturing, marketing and distribution from its plant in Río Grande, in Tierra del Fuego, where it knew how to manufacture for brands such as Motorola, Philips and Kyocera, which enables its credentials to assume that it is the right partner for Realme.
This strategic alliance It took almost a year of efforts: It began to be negotiated at the beginning of 2024. But what accelerated the definitions was the wave of Chinese brands that arrived throughout the year and they pulled their competitors They don’t want to be left out of business.
Younger users are the target of Realme in Argentina
Realme knows that it is running far behind Samsung and Motorola, which they account for 75% of local sales of smartphones. Its objective is to conquer younger users through some unique functions of its equipment based on the Internet of Things (IoT).
Some of the key attributes of its products have to do with powerful processors, next-generation images, long-lasting batteries, water and dust resistance through IP (Ingress Protection) certifications, and design.
The Chinese group has a division called Realme Design Studio that brings together the best designers in the world and to design elites, with the aim of creating aesthetics and user experiences that allow them to differentiate themselves from the competition.
But beyond innovation, at the end of the day there is a classic element that is imposed in any commercial strategy: the price. The company’s idea is that the consumer can access all these differentials at very competitive prices.
Mark Wang, Country Manager of Realme Argentina commented: “We prove to be one of the most chosen technology brands in the world, positioning ourselves as a global industry giant. We are happy that the Argentine market opens its doors to us, we know that they are demanding consumers, who seek the best in quality and at the best price. “We want users to find in us a powerful alternative with cutting-edge innovation, premium design and incomparable value.”
From Fueguinas Telecommunications, Carlos Galander, CEO of the firm and Realme Argentina, also celebrated the agreement. But due to its local status, it could not avoid consultations on the economic situation during the presentation of the Chinese brand.
“It is clear that the openness to import does not create an ideal situation for an assembly project in the country. But we are going to adapt to what the market indicates,” he said.
“If we offer installments and good prices “We can be competitive,” he said regarding the imported competition that will now also come through direct purchases through the courier system.
Realme’s plans for 2025 are ambitious. Not only does it want to compete with other Chinese brands for the market share that the dominant brands do not manage, but it also aspires to realize an aggressive marketing campaignwhich includes the possible opening of own stores in some key points of the country.
As part of this strategy, the Chinese company also plans to offer its line of TWS wireless headphones, smart watches and tablets starting next year in Argentina.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
