By Carmelito Q. Francisco

DAVAO CITY — Realme Philippines wants to put up a concept store in every mall in this city, with two of them targeted for opening before the end of the year.

Eason G. de Guzman Jr., Realme Philippines marketing lead, told BusinessWorld on Wednesday that the brand has been in discussions with mall operators for space allocation.

“Hopefully, this year (the two concept stores can be opened) as we still have three months. Our construction phase will just be one month,” Mr. de Guzman said.

At present, the brand has 26 kiosks in Mindanao, or standalone stores that measure about two meters by two meters. The models of the brand are also present in 4,500 stores nationwide, with 200 of them in the city.

It also has four service centers in Mindanao.

“Our approach really is into brick and mortar,” Mr. de Guzman said, so that when buyers look for phone models, the store can immediately show these as the brand’s “inventory is really healthy.”

He added that the company has also implemented a marketing strategy to connect with its niche market.

“What we are doing right is an unorthodox promotion of the brand,” Mr. de Guzman said, noting that it has partnered with Mobile Legends, a mobile online game, so it can connect with gamers.

Based on data from Realme, the game has about one million users in the Philippines — a big chunk of the mobile phone market — with about seven million constant users daily playing games while commuting or in their leisure time.

To convince gamers, Mr. de Guzman said the brand allows them to try its smartphones so they can see their gaming capability. He noted that Realme’s phones are also affordable when compared with other top brands in the market.

Mr. de Guzman and other Realme officials were in the city to introduce its new quad-camera phones, the Realme 5 and Realme 5 Pro.