If the smartphone market is a red ocean of fierce competition, Realme has emerged as one of the fastest-growing sharks cutting through the waters. This young brand, which began as Oppo's sub-brand, has established itself as a global player within just a few years. This article examines Realme's remarkable rise, market strategies, and future prospects.

Realme's story began on May 4, 2018, when Sky Li and Madhav Sheth co-founded the company. Li, formerly Oppo's vice president, provided crucial leadership during Realme's early development. Initially positioned as Oppo's youth-oriented sub-brand offering value-for-money devices, Realme quickly gained market traction. However, the company pursued greater independence, and on July 30, 2018, Li resigned from Oppo to focus on building Realme as a standalone brand.

Realme's transition to independence was gradual. The company leveraged Oppo's supply chain, R&D capabilities, and distribution channels while simultaneously building its own teams and systems. This strategic approach enabled rapid growth while minimizing operational risks.

Realme established clear positioning: offering stylish, high-performance smartphones at competitive prices for young consumers. This strategy addressed a market gap between premium-priced flagships and underperforming budget devices.

The company implemented several successful growth strategies. First, Realme prioritized e-commerce channels, partnering with major online platforms to efficiently reach customers. Second, it engaged younger audiences through social media marketing and community building. Third, continuous product innovation in fast-charging technology, camera capabilities, and design aesthetics helped differentiate its offerings. Finally, localized adaptations for different markets enhanced Realme's global appeal.

Realme achieved remarkable international growth, entering 27 markets across Asia, Europe, Russia, Australia, and Africa within its first few years. The brand achieved particular success in India, consistently ranking as the country's fourth-largest smartphone vendor behind Xiaomi, Samsung, and Vivo since 2019. Realme also pioneered several technological advancements in the Indian market, including introducing the country's first 5G smartphone and devices with industry-leading charging speeds.

However, Realme faces intense competition from established players like Apple, Samsung, and Chinese manufacturers. Maintaining growth requires continuous innovation and strategic differentiation in this crowded marketplace.

Realme's product ecosystem spans smartphones, smart TVs, and AIoT devices. Its smartphone lineup covers all price segments, with distinct series targeting different consumer needs: the GT series emphasizes performance for gaming enthusiasts, while the Number series focuses on camera capabilities and stylish designs.

Technological innovation remains central to Realme's strategy. The company has developed proprietary fast-charging solutions like SuperDart and UltraDart technologies. Camera systems have progressively improved, offering versatile shooting modes. Collaborations with renowned designers have produced visually distinctive devices that appeal to style-conscious users.

Realme maintains strong connections with its user base through online communities and offline events. The company's Squad Leader Program engages brand advocates in product testing and promotion, creating valuable feedback channels while fostering brand loyalty. These initiatives help Realme understand consumer preferences and refine its offerings.

Despite its achievements, Realme confronts significant challenges including intense competition, supply chain vulnerabilities, and the ongoing need to strengthen brand equity. The 2023 restructuring of BBK Electronics, which made Realme and OnePlus subsidiaries under Oppo, may influence future operations and resource allocation.

The 2025 controversy involving pre-installed financial apps that couldn't be fully removed highlighted the importance of corporate responsibility. Realme and Oppo ultimately discontinued this practice, underscoring the need to balance business objectives with consumer protection.

Looking ahead, Realme stands to benefit from 5G adoption and expansion in the AIoT market. Sustained innovation and strategic execution will determine whether the company can maintain its impressive growth trajectory and establish itself as a leading global technology brand.