Growth of realme: From an Underdog to a Market Challenger

Growth of realme: From an Underdog to a Market Challenger
Case Code: BSTR672
Case Length: 14 Pages
Period: 2018-2023
Pub Date: 2024
Teaching Note: Available
 Price: Rs.400
Organization : realme
Industry :
Countries : China
Themes: Brand Strategy, Brand Differentiation, Global Strategy,International Marketing
Growth of realme: From an Underdog to a Market Challenger
Abstract Case Intro 1 Case Intro 2 Excerpts

The Beginning

realme was founded by Li in 2018. Li graduated from Nanjing University of Aeronautics and Astronautics, Nanjing, in 2000. He moved to Guangzhou for better prospects and joined BBK Electronics Group (BBK). He quickly rose through the ranks at BBK to become General Manager in 2009. Li earned a major share for BBK in China’s DVD (Digital Video Disc) player industry. Unfortunately within a year, due to the rapid fall in the DVD industry globally, Li was forced to shut down BBK’s DVD segment. He joined OPPO, a sub-brand of BBK, as the technical head in 2010. In 2013, Li was appointed head of OPPO’s overseas operations..

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