At the beginning of 2024, realme founder and CEO Li Bingzhong published an open letter, announcing that the realme brand positioning will be reshaped. He stated that the future realme brand development model will shift from "opportunity-driven" to "brand-driven", and will use a new strategy to lead the brand's future long-term development direction.
Li Bingzhong designated 2024 as the year for realme's brand reconstruction, emphasizing that this does not mean changing the company's past idea of insisting on leapfrogging, but rather moving from its original focus on the niche market to the mainstream market. At the same time, the company's original intention to create products for young people remains unchanged, and in the future, realme will become a technology brand that better understands young people.
Building on its reputation as a "tech fashion brand," Li Bingzhong stated that realme will develop with a clearer brand positioning and add more possibilities, allowing the brand to maintain its direction for the long term and allowing young people around the world to enjoy a technological experience that exceeds their expectations.
realme will implement its boutique strategy and adhere to the spirit of "no breakthrough, no release" with global focus on its three major product lines: the GT series representing the "performance flagship", the digital series for "step-up imaging", and the C series positioned as the "youth premium product". In the three major areas of performance, imaging, and appearance, realme will jointly develop innovative technologies with more than 30 international first-line technical partners, significantly increase R&D budget and talent investment, build product competitiveness, and continue to meet the expectations of the market and consumers.
In terms of shaping its brand power, realme insists on a "two-way journey" with young users, continuously focusing on young groups, deepening user insight mechanisms, providing young people with good products, and allowing the needs of young users to reversely shape products, creating a participatory and co-created brand experience.
By leveraging the "iron triangle" of product strength, technological strength, and brand power, realme not only provides products with value that exceeds expectations, but also empowers the brand to grow rapidly. This not only helps consolidate the company's core competitiveness and market position, but also enables realme to truly become a "technology brand that better understands young people."
