#ICYMI: realme shifts to being "brand-oriented"; announces new slogan "Make it real

realme starts the new year with a new strategy that will guide its future development game plan.

realme 11 in Glory Gold colorway

Setting clearer mission, branding

In a letter, realme founder and CEO Sky Li announced that 2024 will be the year of rebranding for the company. This clarified realme's new mission, brand positioning, and spirit.

Li said realme will shift its brand outlook from being "opportunity-oriented" to being "brand-oriented," which will be the foundation of its strategic development moving forward.

The focus of our new positioning is not so much a redirection as it is an opening up. This will guide our long-term investment and development which will help us better connect with more young users, in more markets, and more regions of the world, he said.

realme said it revised its mission to better capture its aspirations for future development: To let young users around the world enjoy tech experiences that exceed expectations.

It said the brand will be moving forward with greater focus and ambition, ready to explore new possibilities and make breakthroughs to reach its aspirations.

realme said it also 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.

Moreover, Li said they will focus on improving the product experience specifically in terms of performance, photography, and design, collaborating with more than 30 leading tech partners while investing more in research and development.

The Chinese smartphone manufacturer added that it remains focused on the young generation and will optimize the customer insight mechanism to be more adaptive and responsive in its approach.

While focusing on product strength, technological strength, and brand strength as the core competitiveness, realme said this enables the brand 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.

realme also announces its new slogan: Make it real. This 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, Li said.

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