In an open letter issued by Sky Li, Founder and CEO of realme, the tech brand announces its ambitious rebranding for 2024. The letter outlines realme's mission, brand positioning, and a new spirit that emphasizes a shift from being "opportunity-oriented" to "brand-oriented."
Realme, originally established in the highly competitive smartphone market, has thrived over the past five years with a differentiation development strategy. The brand's focus has been on delivering superior technologies and designs tailored to young users worldwide, amassing a user base of over 200 million.
Moving into the next five years, realme evolves its brand positioning to become a tech brand that better understands young users. Sky Li emphasizes the shift as an opening up rather than a redirection, guiding long-term investments to connect with a broader audience in more markets globally.
Realme's renewed focus on brand and product experience aims to exceed young users' expectations, starting from the impossible and raising the standard to make it possible. The brand revises its mission succinctly: "To let young users around the world enjoy tech experiences that exceed expectations."
The transition from "opportunity-oriented" to "brand-oriented" underscores realme's commitment to putting young people at the core. The brand's competitiveness revolves around product strength, technological advancements, and brand identity. Realme defines three product lines - GT Series, Number Series, and C Series - each positioned strategically to offer Next-level Performance Flagship, Next-gen Imaging, and Essential Plus features, respectively.
Realme's commitment to product strength involves adhering to the "Simply Better" and "No Leap, No Launch" strategies. The brand collaborates with over 30 leading tech partners to enhance performance, photography, and design aspects. Increased investment in research and development ensures the latest technological advances are directly accessible to young users.
On the front of brand strength, realme remains dedicated to the young generation. A customer insight mechanism is optimized to be adaptive and responsive, allowing realme to implement new insights seamlessly into brand and product development. This approach results in a brand experience that feels fluid, dynamic, and three-dimensional.
As part of its rebranding, realme introduces a new slogan: "Make it real." Retaining the spirit of "Dare to Leap," the slogan places a stronger focus on young users, promising real, clear, and tangible benefits to enhance their lives. Realme envisions growing alongside young people, evolving into a tech brand that better understands their needs, satisfies their spiritual pursuits, and delivers on emotional values to truly "make it real."
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