A latest report reveals that Realme is set to rejoin OPPO as a sub-brand. This move follows a major internal restructuring within the former BBK Electronics ecosystem. The tech giant plans a major shift as it works on the tigther brand collaboration, streamlined resources, and faster global execution.
Realme will soon rejoin OPPO as a sub-brand
Realme was earlier placed as an independent brand. However, the new alignment now places it back as a sub-brand under OPPO management. This move will not affect the company’s product plans or leadership continuity for markets worldwide. The internal development was originally reported by a Chinese outlet, Leifeing . The source reports that the move is designed to strengthen coordination between OPPO, Realme, and OnePlus.
As per the new strategy, OPPO will act as a primary brand, whereas Realme and OnePlus will operate as sub-brands but with different market strategies and goals. This move aligns well with the BBK’s early practices, where it would combine research teams and supply chain to reduce cost and improve efficiency.
Realme’s management and market strategy remain unchanged
Under the new plan, Realme founder and chief executive Sky Li will continue to oversee the brand and report within the OPPO framework. The broader management group may be preserved as it is. The officials believe that this move will allow faster and more targeted decisions while also avoiding duplicate investments. Also, the product launch plan of Realme will remain unaffected. Devices in development will also continue as planned under existing roadmaps.
The most notable change in this plan would be the integration of Realme’s offline service network with OPPO . There are more than 5,000 Realme service centres in China. Most of them will be merged into OPPO, and the remaining will be removed. For reference, Realme originally launched as an OPPO sub-brand in 2018 before becoming independent later that year. It is now back to its roots.
