SHANGHAI — Chinese smartphone brand Realme is once again becoming a sub-brand of Oppo, marking a notable restructuring in the global smartphone market.
Realme confirmed Wednesday that it will be integrated under the Oppo umbrella, a move intended to pool resources and reduce costs for both companies, which share ties through the same corporate ecosystem. Both Realme and Oppo trace their origins to Chinese consumer hardware group BBK Electronics, which also has links to other smartphone brands.
Realme has built a strong international presence, especially in India, Southeast Asia and Europe, where it has attracted customers with competitively priced handsets. Analysts say the decision to fold Realme into Oppo’s operations reflects a broader industry effort to streamline operations amid slowing global smartphone growth and intensifying competition in key segments such as 5G devices.
According to industry reports, the realignment will see Realme and other sibling brands like OnePlus working more closely with Oppo on research and development, supply chain logistics and after-sales support. Under the new structure, Oppo will serve as the principal brand, while Realme and OnePlus are positioned as complementary sub-brands with distinct marketing strategies but shared back-end resources.
Although the shift brings organizational differences, Realme’s product roadmap is expected to continue with minimal disruption. Company representatives and industry sources say planned device launches will proceed as scheduled, and Realme’s leadership is expected to retain operational influence after the transition.
Market watchers note this move mirrors past integration decisions, such as OnePlus’ earlier consolidation under Oppo, and reflects BBK’s evolving brand strategy as it adapts to shifting global demand and cost pressures.
As Realme re-joins Oppo’s wider portfolio, consumers and retail partners may see broader service coverage and enhanced support networks, especially in regions where Oppo already holds significant infrastructure.
