'realme has established a robust presence in Bangladesh with the goodwill'

 

Realme has emerged as one of the fastest-growing smartphone manufacturers in the world. With the slogan, Make it real, the youth-favourite brand now provides outstanding quality and user experiences across various smartphone categories, driven by innovation and top-notch performance. 

The Asian Age recently spoke to realme Bangladesh Managing Director, Alen Chen, who talked about realme's journey, its recent rebranding, and Bangladesh as a whole for the readers.

1. As realme becomes six years old in 2024 globally, would you reflect on the brand's evolution from its inception as an unknown brand in 2018 to its current standing?

Ans: In just six years, realme has evolved into a globally recognized smartphone brand from humble beginnings. Our commitment to delivering trustworthy, innovative technology at affordable prices has propelled us to become the World's Fastest Growing Smartphone Brand, securing Top 5 status in 30 global markets. Known for our solid performance, imaging technology breakthroughs, 240W Fast Charging, and AIoT offerings, realme has established a robust presence in Bangladesh despite with the goodwill of our quality and reliable products.

Globally, realme has captivated over 200 million users worldwide with its groundbreaking performance and design. Over five years, realme delved deep into understanding the preferences of the younger generation, implementing a strategic development approach to deliver superior technologies and designs globally. realme is now focused on enhancing product experiences in crucial areas like performance, photography, and design. This evolution involves strategic collaborations with over 30 leading tech partners and a substantial increase in investments in research and development.

2. Marked by rebranding, the year 2024 has been declared the year of change and rejuvenation for realme. Could you please elaborate on the reasons behind this decision to rebrand? Also, what changes should the consumers expect from the rebranding from the product and the brand?

Ans: realme's 2024 rebranding strategy is anchored by the slogan "Make it real," is an attempt to clarify realme's new mission, brand positioning, and spirit. The new slogan 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. This strategic move shifts from a 'trendy-based' approach to a more open and wide-reaching one, committed to be a tech brand that better understands young users.

Consumers will see a future forward change in the products as realme strategically unveils its rebranding. realme's commitment to "Simply Better" and "No Leap, No Launch" strategies heralds a transformative shift across its product lines. The GT Series, realme's prominent smartphone series, is set toleap forward to a next-level performance flagship.The Number Series promises next-gen imaging excellence as the rebranding rolls out. The C Series is evolving to cater to the users asEssential Plus. These changes signify a concerted effort to deliver more tangible benefits and elevate the overall user experience.

3. realme has optimized its logo and introduced its new slogan: "Make it real". How do these changes align with realme's brand story? What impacts are expected from these changes?

Ans: realme's rebranding is poised to redefine its rich five-year brand legacy, prioritizing a trustworthy and solid performance-driven experience for young users. realme's strategic shift underscores a renewed commitment to its original goal, prioritizing product reliability and quality. As realme embarks on its next phase, upcoming product releases are poised to fulfill this rebranding commitment.

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The impact of the rebranding will be seen in three areas: product strength, technological strength, and brand strength. This change promises a fluid, dynamic, and three-dimensional brand experience, surpassing young users' expectations. Our journey for the next five years begins with starting from the impossible and raising the standard to make it possible. 

 
4. How does realme view the potential of the Bangladeshi market, and what strategies are in place to cater to the specific needs and preferences of Bangladeshi consumersas rebranding happens globally?

Ans: When realme was first launched, it was a new brand committed to make a mark in the market. The impressive brand portfolio crafted during this period has played a pivotal role in shaping realme's rebranding trajectory. Bangladeshi smartphone users are very quality conscious. They crave real, tangible benefits from their smartphones. To meet the demand of the users, realme is making a strategic shift from an 'opportunity-oriented' to a 'brand-oriented' outlook. The brand has always prioritized quality, but we are committing to achieving even more with our next launches. The strategic shift forms the foundation for our long-term investments and development strategies, aiming to better connect with the energetic young users in Bangladesh.

5. As MD, how has your personal journey influenced the development and growth of realme?

Ans: My personal journey perfectly aligns with realme's growth into a top-selling and youth-favorite brand in Bangladesh. By deeply observing the youth user base, I've learned invaluable lessons about what our users want. Connecting with young users both in Bangladesh and globally remains a commitment, expanding our presence in more markets and regions.

6.  What do you see as major challenges and opportunities for realme in the tech industry of Bangladesh?

Ans: Bangladesh boasts a sizable youth demographic, with one-fourth of its total population falling within the 15-29 age bracket, according to BBS. The country is driven by its youth who are creative, high spirited and love to face challenges. This leads to a vibrant tech landscape where the industry needs to cater to constant changes in connectivity, productivity, and entertainment needs. In Bangladesh's dynamic tech landscape, realme confronts various hurdles, including shipment challenges. These challenges serve as catalysts for innovation. Guided by "Simply Better" and "No Leap, No Launch" strategies, realme is committed to understanding the young users.