Sky Li, realme’s Founder and CEO, announced in an open letter that 2024 will be the year of rebranding. The letter outlines realme’s new mission, brand positioning, and spirit, shifting its brand outlook from “opportunity-oriented” to “brand-oriented,” which will form the basis for its strategic development.
A tech brand that better understands young users.
realme, a smartphone brand, has been focusing on providing better technologies and designs to young users worldwide. Over the past five years, realme has gained deep insights into young generations and continues to offer products with advanced performance and design to over 200 million users. In the next five years, realme moved its brand position from a trendy-based strategy to a more open and wide-reaching one, aiming to better connect with more young users in more markets and regions. The company’s 5-year brand assets and young users’ recognition have led to a focus on the brand experience and product experience, with the goal of exceeding young users’ expectations. realme revised its mission to more concisely capture its aspirations for future development, aiming to let young users enjoy tech experiences that exceed expectations. Despite this, realme remains committed to its original intention, moving forward with greater focus and ambition, ready to explore new possibilities and make breakthroughs to reach its aspirations.
From “opportunity-oriented” to “brand-oriented”.
realme always puts young people at the core and adheres to the user-centric to drive its competitiveness in three areas: product strength, technological strength, and brand strength. This will guide realme to achieve long-term and high-quality growth.
To bring breakthroughs in product strength, realme continues to adhere to its “Simply Better” and “No Leap, No Launch” strategies while clarifying the positioning of its three product lines: the GT Series positioned as Next-level Performance Flagship, Number Series positioned as Next-gen Imaging, and C Series positioned as Essential Plus.
Besides, realme will focus on improving the product experience in the three areas of performance, photography, and design, collaborating with more than 30 leading tech partners while investing more heavily in research and development. This will enable realme to bring the latest advances in technology directly to its young users.
On brand strength, realme remains focused on the young generation and will optimize the customer insight mechanism to be more adaptive and responsive in its approach. Sky Li said, realme will be able to directly implement new user insights into its brand and product development, even while in the middle of projects, making for a brand experience that feels more fluid, dynamic, and three-dimensional.
While focusing on product strength, technological strength, and brand strength, as the core competitiveness, it enables realme to bring the latest advances in technology directly to young users, taking its positioning as a tech brand that better understands young users from an idea into reality.
Moreover, realme puts forward a new slogan: Make it real. The new slogan retains the spirit of realme’s Dare to Leap while focusing more on young users, and bringing real, clear, and tangible benefits to their lives. At the beginning of its next 5 years, realme will stay true to its original intention, growing up with young people to be a tech brand that better understands young users and satisfies their spiritual pursuits and emotional values to make it real.
