Starting a new phone brand in 2018 might seem too late in an already crowded market, but Sky Li was convinced that consumers between 18-25 years old were largely under-served — they needed something that was both affordable and cool.
A few months after Li founded Realme in May that year, the smartphone company organized a product launch at a college campus in India, the world’s second-largest smartphone market. It brought its own production crew, built a makeshift stage and invited local rappers to grace the event.
“I was amazed. No one was sitting down and it felt like a carnival, a big disco party,” Chase Xu, Realme’s 31-year-old chief marketing officer, told me at the firm’s headquarters in Shenzhen.
“No foreign company had ever entered the campus. They didn’t think it was possible. Why would a university let you do a launch event there?” Xu, clad in a minimalist, chic black jacket from a domestic brand, recounted with enthusiasm and pride.
“Realme became widely known thanks to the event. People found it very interesting that it was mixing with students. It didn’t just launch a product. It was showing off a youthful, flamboyant attitude.”
Within nine quarters, Realme has shipped 50 million handsets around the world with India as its biggest market, even larger than China. The target this year is to double last year’s target to 50 million units, a goal that’s “nearly complete” according to Xu. It’s now the world’s 7th biggest smartphone brand, trailing only after those who have been around for much longer ..