OPPO integrates realme as a sub-brand under CEO Sky Li's oversight, aiming to streamline operations and strengthen global positioning while maintaining distinct product strategies.
OPPO has formally integrated realme into its corporate structure as a sub-brand, appointing realme CEO Sky Li (Li Bingzhong) to oversee all sub-brand operations. This structural change follows OnePlus' earlier return to OPPO and represents a deliberate consolidation strategy rather than an acquisition of independent entities. Internal documents confirm that realme will maintain its product roadmap while integrating into OPPO's after-sales service infrastructure.
The reorganization establishes clearer operational hierarchies: Sky Li now manages strategic coordination across OPPO's sub-brands, while Louis (Li Jie) continues leading OnePlus China operations. This dual-track approach aims to preserve brand differentiation—realme targeting value-conscious markets, OnePlus focusing on premium segments, and OPPO's flagship devices occupying the mid-to-high tier—while centralizing R&D and supply chain resources. According to OPPO's internal briefings, resource allocation for components like imaging sensors and display panels will now be coordinated group-wide.
Market data from Canalys and Counterpoint Research indicate this consolidation responds to intensifying competition. In 2025, OPPO Group (including OnePlus and realme shipments) captured 19% global market share, though growth slowed in critical regions like India and Southeast Asia where brands face pricing pressure from Xiaomi and Samsung. The restructure aims to reduce redundant marketing expenditures and accelerate component procurement leverage—particularly for AMOLED displays and mid-range chipsets where OPPO trails competitors in economies of scale.
Practically, realme devices will transition to OPPO's ColorOS platform and service centers by Q3 2026, though realme UI's distinctive features will reportedly be preserved. Supply chain sources indicate upcoming realme GT6 Pro development continues independently, suggesting engineering autonomy remains despite operational integration.
Industry analysts note significant execution challenges: Integrating realme's agile product cycles into OPPO's more deliberate development process risks diluting realme's market responsiveness. Additionally, channel conflicts may emerge where OPPO and realme retailers compete in overlapping price segments. Counterpoint's Tarun Pathak observes: "The test lies in maintaining distinct brand identities while consolidating operations—historically, such integrations either yield cost efficiencies or erode market positioning."
OPPO's consolidation mirrors Huawei's historical Nova/Honor strategy, though unlike Huawei's forced divestiture, this appears driven by margin pressures. Financial disclosures show OPPO's operating margins declined to 5.3% in 2025 amid component inflation, compared to Xiaomi's 7.1%. Whether this structural shift improves profitability without sacrificing sub-brand agility remains OPPO's pivotal challenge.
For consumers, changes will manifest primarily through service integration—realme users gain access to OPPO's broader service network—while product strategies remain distinct. Realme's upcoming launches, including the Narzo 80 Pro, proceed unchanged per company statements.
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