Report: Realme is going back to sub-brand status under Oppo

Realme Realigns: Returns to Sub-Brand Status Under Oppo Management

In a significant strategic move within the dynamic smartphone industry, Realme is reportedly returning to its origins as a sub-brand under Oppo. This organizational realignment, first reported by China’s Leifeng.com based on internal Oppo sources, marks a new chapter for the popular tech brand. Realme founder and CEO, Sky Li, is expected to maintain his leadership responsibilities, guiding Realme as an integral part of Oppo's management structure.

The strategic intent behind this restructuring is multifaceted. Oppo aims to foster stronger internal collaboration across its brand portfolio, which includes Oppo, Realme, and fellow sub-brand OnePlus. Furthermore, this move is anticipated to enhance resource management and bolster Oppo’s overarching global expansion strategy, optimizing the group's presence in competitive international markets.

Under the revitalized management framework, Oppo will serve as the flagship brand, providing strategic direction. OnePlus and Realme, while operating as complementary sub-brands, will retain their distinct marketing strategies to target specific consumer segments effectively. Importantly for consumers and enthusiasts, future Realme product launches are not expected to be impacted, with all upcoming devices slated for release as scheduled. A key benefit of this integration will be Realme's inclusion into Oppo’s robust after-sales service system, which boasts an extensive network of over 5,000 physical stores across China, significantly enhancing customer support.

Realme’s journey has seen notable shifts since its inception. The brand initially launched as an Oppo sub-brand in May 2018 before transitioning to an independent brand later that year. This latest move also follows broader industry changes, specifically the disintegration of the BBK Electronics conglomerate in 2023. BBK, which previously encompassed major players like Oppo, vivo, OnePlus, iQOO, and Realme, was succeeded by independent entities including Oppo, vivo, and imoo – a specialized children’s smartwatch manufacturer.

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