Core Viewpoint - Realme has initiated a large-scale layoff plan, which the company claims is a normal year-end personnel adjustment, despite reports of significant staff reductions and departmental changes [2] Group 1: Company Operations - Realme's spokesperson stated that the company's business is operating normally and a new product, Neo, is set to launch in January [2] - The layoffs reportedly involve outsourced, on-site, and formal employees, with some departments retaining only one new graduate [2] Group 2: Market Position - Realme, established in May 2018 as an independent brand under OPPO, initially launched its first product in the Indian market and reached over 1 million global users by September 2018 [2] - Despite ambitions to break into the top five global smartphone brands, Realme currently ranks in the "others" category according to IDC's Q3 smartphone shipment data, with major competitors being Samsung, Apple, Xiaomi, Transsion, and Vivo [2] - Realme is not listed among the top five smartphone brands in the Chinese market either [2]

Core Viewpoint - Realme, a smartphone brand under OPPO, has initiated a large-scale layoff plan, affecting outsourced, stationed, and formal employees, amidst a challenging global smartphone market [1][3]. Group 1: Layoff Details - The first round of layoffs at Realme involves various employee categories, with some departments reportedly retaining only one new graduate [1][3]. - A spokesperson from Realme stated that year-end personnel fluctuations are common, and business operations remain normal, with new product launches scheduled for January [4]. Group 2: Company Background and Strategy - Realme was founded in May 2018 by former OPPO vice president Li Bingzhong, focusing on a cost-effective strategy and quickly becoming one of the fastest-growing smartphone brands globally [4]. - The brand gained significant market presence in China after the introduction of its first domestic product, the Realme X series, in May 2019, and became a top 5 brand in 5G smartphone shipments by Q3 2020 [4]. - In response to a shrinking global smartphone market, Realme shifted from a "machine sea strategy" to a "boutique strategy," cutting 35% of its derivative series to focus on flagship products [4]. Group 3: Market Performance and Projections - Realme's global shipment volume is projected to reach 48.6 million units in 2024, marking a 10.2% year-on-year increase, with an estimated 20 million units in the first half of 2025 [5]. - The brand is expected to maintain a market share of 1.2% to 1.5% in the Chinese smartphone market in 2025, ranking seventh behind major competitors [5]. - New products, including the Realme 16 Pro and Realme 16 Pro+, are set to be launched in January 2026 [5].