Chinese smartphone manufacturer Realme, a subsidiary of BBK Electronics, has made a bold move by hosting an event in Las Vegas, coinciding with the CES 2024 trade show. This move was part of a strategic rebranding effort aimed at captivating young users worldwide. Notably, Realme is not an official exhibitor at CES but has chosen to seize the opportunity to introduce its latest 12-series smartphones.
Setting the stage in Las Vegas
The unveiling took place at the same hotel where OnePlus, Realme's sister brand, was conducting presentations. Realme's latest offering, the 12 Pro+ handset, boasts the largest sensor in any periscope lens among globally available smartphones. However, Realme highlighted that their GT 5 Pro model sold in China has an even larger sensor.
During the presentation, Sam Cheung, Realme's senior marketing communications manager, emphasised their commitment to the younger generation. “At Realme, we believe that every user at every price segment deserves an outstanding product,” he stated.
Innovations and collaborations
The 12 Pro+ handset's zoom capabilities were a key focus, catering to the needs of younger consumers. Realme, however, did not disclose the price of its latest handsets. They revealed that the 12 Pro+ uses a mid-tier Qualcomm processor, developed in collaboration with the US chipmaker, to enhance image-processing speed. For context, last year's 11 Pro+ model was priced at approximately US$400.
As part of its rebranding, Realme changed its slogan from “Dare to leap” to “Make it real”. The company targets a niche market, finding success overseas amidst a global slump in smartphone sales and China's post-pandemic economic recovery challenges.
Overcoming challenges and looking forward
Despite facing hurdles like the pandemic, component shortages, and extended consumer replacement cycles, Realme remains optimistic. Their sales figures – over 200 million handsets sold since inception – bolster this confidence. The company plans to focus on delivering enhanced photographic capabilities in its mid-tier smartphone range. This includes a combination of a half-inch sensor with a 3x optical zoom periscope lens.
Realme also announced a collaboration with renowned watch designer Ollivier Savéo, known for his work with luxury brands like Rolex and Piaget. This partnership aims to bring a touch of Swiss watch elegance to Realme's designs.
The broader context and future plans
Realme's decision to announce its new product in the United States, a market it has yet to enter, reflects the brand's global ambitions. The absence of other major Chinese brands like Vivo and Oppo at the CES event underscores Realme's unique approach.
The company aims to expand into over 100 markets in five years. However, the United States remains a challenging market, primarily due to the dominance of network carrier sales. Realme is exploring partnerships with US carriers to penetrate this market.
