Let's Make it real: Insights from realme's Founder and CEO, Sky Li

The CEO and founder of realme, Sky Li, declared in an open letter at the start of 2024 that the company will undergo a rebranding in that year. The brand positioning, spirit, and new mission of realme have all been made clear by the open letter. According to Sky Li, realme's brand perspective will change from being "opportunity-oriented" to "brand-oriented," and this will serve as the cornerstone of the company's future strategic growth.

A tech brand that better understands young users

When realme was founded, it was able to quickly carve out a niche for itself in the highly competitive smartphone market by offering younger users worldwide access to better designs and technologies. Over 200 million people worldwide have benefited from realme's products, which continue to offer cutting-edge performance and design. Over the previous five years, the company has developed profound insights into the younger generations.

Beginning with the start of the following five years, realme changed the direction of its brand from a trendy approach to one that is more open and expansive, positioning itself as a tech brand that has a deeper understanding of young users and directing the company's growth. "The focus of our new positioning is an opening up, not so much a redirection," stated Sky Li. This will direct our long-term development and investment, enabling us to establish stronger connections with a greater number of young users across a wider range of markets and geographical areas.

realme aims higher with its five-year brand assets and youthful user recognition. With the intention of surpassing the expectations of young users, realme now places a greater emphasis on the brand and product experiences than in the past. This is achieved by starting from the impossibly difficult and raising the bar to make the impossible achievable. As a result, realme updated its mission statement to more succinctly express its goals for future growth: enabling young people everywhere to have exceptional tech experiences. Royaumee will continue to pursue its goals while remaining loyal to its founding principles. It is prepared to take on new challenges and make significant progress toward realizing its dreams.

From “opportunity-oriented” to “brand-oriented”

realme consistently prioritizes youth and follows a user-centric approach to boost its competitiveness in three domains: brand strength, technological prowess, and product strength. This will direct realme toward sustained, superior growth.

They continue to follow its "Simply Better" and "No Leap, No Launch" strategies in order to bring about breakthroughs in product strength. It also clarifies the positioning of its three product lines, which are the GT Series, which is positioned as Next-level Performance Flagship, the Number Series, which is positioned as Next-gen Imaging, and the C Series, which is positioned as Essential Plus.

In addition, realme will collaborate with over 30 top tech partners, increase its investment in R&D, and concentrate on enhancing the user experience in the three domains of performance, photography, and design. This will allow realme to directly provide its younger users with the newest technological advancements.

Regarding brand strength, realme will continue to prioritize the younger demographic and enhance its customer insight mechanism to become a more flexible and responsive business. According to Sky Li, realme will be able to immediately incorporate fresh customer insights into the creation of its products and brand, even in the middle of ongoing projects, creating a more dynamic, fluid, and three-dimensional brand experience.

It enables realme to bring the newest technological advancements directly to young users, taking its positioning as a tech brand that better understands young users from an idea into reality while focusing on product strength, technological strength, and brand strength as the core competitiveness.

Realize it is the new tagline that realme introduces. While concentrating more on younger users and offering genuine, evident, and palpable advantages to their lives, the new tagline keeps the essence of realme's Dare to Leap. To be a tech brand that better understands young users and satisfies their spiritual pursuits and emotional values to make it real, realme will remain true to its original intention at the start of its next five years.