Noida, Apr 30 (APAC Media): Chinese smartphone maker Oppo has reportedly merged its sub-brands OnePlus and Realme into a single business unit, according to media reports citing industry leaks.
The restructuring is expected to place both brands under a single “sub-product centre” with the objective of streamlining domestic and international operations, enhancing coordination, and reducing overlapping costs amid intensifying competition in the smartphone industry.
As per the report, the revamped structure is expected to bring together product development, marketing, and service operations of both brands under a unified framework. Li Jie, president of OnePlus China, is likely to lead the newly established product centre, reporting to Oppo founder and OnePlus chief executive Pete Lau.
The reorganisation also reportedly includes the creation of a separate unit to manage marketing activities and after-sales services for both brands.
Realme, which was carved out from Oppo in 2018, is now expected to operate more closely as a sub-brand within Oppo’s wider ecosystem, alongside OnePlus.
The development forms part of a broader restructuring within the Oppo group, which has been progressively realigning its multiple smartphone brands to minimise duplication and enhance operational efficiency.
Industry observers note that the consolidation underscores mounting pressure in the global smartphone industry, where increasing component costs, ongoing supply chain challenges, and intense competition from rivals such as Xiaomi and Samsung are compelling manufacturers to streamline and optimise operations.
The report further suggests that both OnePlus and Realme are expected to retain their distinct brand identities and product portfolios for consumers, despite deeper integration at the backend level.
However, in the absence of official confirmation from Oppo, OnePlus, or Realme, the development remains unverified at this stage.
The reported merger comes amid continuing speculation over organisational changes within OnePlus, including questions surrounding its long-term strategic direction in key markets such as Europe and India.
Analysts note that Oppo’s restructuring efforts indicate a shift towards tighter control and centralised management of its smartphone portfolio.
Neither Oppo nor the two brands have issued an official statement confirming the reported merger at the time of publication.
Disclaimer: Views expressed are those of experts and do not reflect APAC Media. This is for informational purposes only, not financial advice. We are not responsible for investment decisions. Please consult a qualified financial advisor before investing.
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