In the opening of 2024, Sky Li, Founder, and CEO of realme, released an open letter unveiling a significant shift for the company. 2024 marks the year of rebranding for realme, as outlined in this announcement. The letter provides clarity on realme’s fresh mission, brand positioning, and ethos. Li emphasizes the transformation from an “opportunity-oriented” brand to one that prioritizes being “brand-oriented,” establishing this as the bedrock of the company’s strategic evolution.
A tech brand that better understands young users
realme emerged in the fiercely competitive smartphone market, swiftly carving its niche through a differentiation strategy: delivering superior technologies and designs tailored for global young users. Over the past five years, realme has delved deeply into understanding the preferences of the younger generation, consistently offering products with cutting-edge performance and design to a user base exceeding 200 million worldwide.
As the next phase commences, drawing from its profound comprehension of young users and guiding the company’s trajectory, realme transitions its brand positioning. Evolving from a trend-centric approach to a more expansive and inclusive one, the aim is to become a tech brand deeply attuned to the needs of young users. Sky Li emphasized, “Our new positioning isn’t about redirecting but expanding. This shapes our long-term investments and development to establish stronger connections with diverse young users across more markets and regions globally.”
Leveraging its five-year brand legacy and the recognition from its young audience, realme sets loftier standards. The brand now prioritizes the overall brand and product experiences, seeking to surpass the expectations of young users. This pursuit begins by challenging the impossible and elevating standards to make the unattainable achievable. Consequently, realme redefines its mission succinctly to encapsulate its vision for future growth: Enabling global young users to relish tech experiences that surpass conventional expectations.
Remaining steadfast to its original intent, realme advances with heightened focus and ambition, prepared to venture into uncharted territories, explore new potentials, and forge breakthroughs in pursuit of its aspirations.
From “opportunity-oriented” to “brand-oriented”
realme consistently centers its focus on young individuals, anchoring its competitiveness in three crucial domains: product strength, technological prowess, and brand resilience. This steadfast approach drives realme towards sustained, high-quality growth over the long term.
In pursuit of groundbreaking advancements in product strength, realme remains committed to its “Simply Better” and “No Leap, No Launch” strategies. It further refines the positioning of its three key product lines: the GT Series geared as the pinnacle of Performance Flagship, the Number Series highlighted for Next-gen Imaging, and the C Series aimed at Essential Plus offerings.
Furthermore, realme intensifies its efforts to enhance the product experience, targeting performance, photography, and design. Collaboration with over 30 leading tech partners and amplified investment in research and development empowers realme to swiftly introduce cutting-edge technology directly to its youthful audience.
Regarding brand strength, realme maintains a sharp focus on the younger generation, optimizing its customer insight mechanisms for greater adaptability and responsiveness. Sky Li noted that realme’s ability to swiftly incorporate fresh user insights into brand and product development, even amid ongoing projects, fosters a brand experience that feels fluid, dynamic, and multi-dimensional.
By anchoring its core competitiveness in product strength, technological innovation, and brand resilience, realme effectively translates its positioning as a tech brand deeply attuned to young users from a mere concept into a concrete reality.
In addition, realme introduces a new slogan: “Make it real.” Retaining the essence of realme’s Dare to Leap ethos, this slogan pivots to better resonate with young users, promising tangible, clear, and authentic benefits in their lives. As realme embarks on its next five years, the brand remains committed to its initial purpose, evolving alongside young individuals to become a tech brand that comprehends their needs, fulfills their emotional values, and brings their aspirations to life—making it real.
