In a significant strategic shift, Oppo is reportedly consolidating its sub-brands OnePlus and Realme into a single business unit, marking one of the most notable reorganisations in the global smartphone industry this year.
According to recent reports, the move aims to unify operations across both domestic and international markets by creating a centralised “sub-product centre.” This new structure will integrate product development, marketing, and service teams from both brands, streamlining decision-making and reducing duplication of resources.
Leadership of the newly formed unit is expected to be shared among key executives within Oppo’s ecosystem. Li Jie, currently President of OnePlus China, is likely to oversee product operations, while Realme founder Li Bingzhong is set to head the broader business unit. Both will report to senior Oppo leadership, including OnePlus co-founder Pete Lau.
This restructuring comes amid increasing competitive pressure in global smartphone markets, particularly in regions like Europe and India, where OnePlus has reportedly faced declining performance. Analysts suggest the integration is part of Oppo’s broader strategy to optimise costs, improve efficiency, and strengthen its competitive positioning against rivals.
Importantly, while operations may be merged, both OnePlus and Realme are expected to continue as distinct consumer-facing brands, at least for now. However, the consolidation raises questions about future product differentiation, brand identity, and long-term independence within Oppo’s expanding portfolio.
As of now, the development remains based on reports and internal leaks, with no formal public confirmation from Oppo. Nonetheless, the move signals a clear shift toward tighter integration within its brand ecosystem, reflecting broader trends of consolidation in the global tech industry.
