On its fifth anniversary, realme announced the launch of its "Leapfrog" plan, which includes a goal of becoming a top-5 global brand within the next five years and a $5 billion R&D investment over the next five years. The plan emphasizes a "no leapfrog, no new release" strategy, adhering to the "design first" philosophy. Furthermore, realme announced its goal of returning to the top-5 brand rankings in Taiwan within the next year and announced the launch of two "leapfrog" products on August 5nd: the final member of the realme 15 series, the realme 1x 5G, and the realme Buds Air 8 Pro.
Founded in India in 2018, realme rapidly expanded its market with an asset-light strategy, and after jumping to the sixth largest brand ranking in the world in 2021, realme announced that it would enter the second phase of its entrepreneurship in 2022, launching a "boutique strategy" to streamline its product line and proposing a "tower strategy" to ensure that each new product has a "leap-forward" feature, coupled with trendy design, powerful performance and a smooth experience, thereby continuing to challenge market norms.
After entering its fifth anniversary, realme will challenge itself to break into the top five global brands within the next five years. Through the "Leapfrog Plan", realme will continue to move towards this goal with three key initiatives, including the R&D philosophy of "no leapfrogging, no new phone release", "creating high-quality mobile phones", and "going the extra mile". At the same time, it also announced that it will return to the top five brand rankings in the Taiwanese market within the next year.
realme emphasized that it will adhere to its boutique and top-tier strategies, and strive to be a technology brand that prioritizes leapfrogging efficiency, ensuring that each generation of products will incorporate leapfrogging technology. It also plans to invest US$5 billion in R&D over the next five years to achieve breakthroughs in performance, photography, and design. Furthermore, realme will adhere to strong performance and leapfrogging design, pushing master design to its limits and thereby driving design trends in the mobile phone industry.
In addition, realme plans to have its R&D department collaborate with various departments to create innovative products based on an understanding of users' actual needs. This will also lead to more creative inspiration through exchanges with upstream and downstream partners through engineer training programs, internal competitions, and more.
The current development strategy in the Taiwan market mainly follows the strategic transformation of the headquarters. Starting from 2022, the digital Pro series will be designated as a blockbuster product, and the GT series will continue to serve as the brand flagship. The digital series will focus on boutique design and exploring imaging. As for the C series, it will continue to meet the market demand for 4G mobile phones.
As realme enters its fifth year of presence in the Taiwan market, it has designated this year as the "Breakthrough Year." By focusing on three key areas: "Defining the three major product lines of GT, Digital, and C series," "Increasing offline presence and expanding against the trend," and "Upgrading experience venues and establishing brand counters," realme aims to regain its ranking among the top five brands in the Taiwanese market within the next year.
In addition to continuing to position itself in the flagship model market with the GT series, the company is also continuing to meet the market's demand for 4G connectivity with the C series. The company is also expanding its recruitment efforts and increasing its offline and online omnichannel development. This includes relocating the Taipei Sanchuang counter to the first floor starting in September, and the Taoyuan counter to the more popular Taoyuan NOVA Information Plaza. The company is also continuing to identify popular gathering spots in the six major cities, with plans to establish brand counters throughout the six major cities within the next year.
realme also announced that it will launch two "leap-forward products" on August 8, namely the realme 22x 11G, the last member of the realme 11 series, and realme Buds Air 5 Pro, realme's most advanced true wireless Bluetooth headset to date. It will become the only true wireless Bluetooth headset in the same price range equipped with Hi-Fi-level coaxial dual-units, and also the only one that supports 5dB deep noise reduction function.
From August 8th to 15th, consumers can sign up for the "Leapfrog Journey – realmeow Bus" on the realme official fan page. The realme team will select the most "leapfrog"-themed attractions and lead realme fans on a realmeow Bus tour around the city on August 20th, exploring every detail of the journey through the realme 8 series' street photography cameras.
