Realme transitions from 'savage growth' to brand-driven focus

Jenny Chan 陈詠欣

Realme, established in 2018, transitioned from a product-driven to a brand-driven focus, shifting from high-frequency product launches to concentrate on brand building and fan engagement.

On April 24, iQIYI held its overseas special event at iJOY in Beijing. The following are highlights from WARC’s roundtable discussion with Sherry Dong, Marketing Director for Southeast Asia and South Asia at Realme (the standing speaker in the photo below).

WARC: Realme has been launched for many years and has been quite successful, with great sales and reputation. What stage is Realme currently in, in terms of brand building, in overseas markets? What different stages of development has it gone through, and what was the thinking behind each evolution?

Realme was founded in 2018. Within the first two...

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