In a significant strategic shift within one of the world's largest smartphone conglomerates, Chinese brand Realme is reportedly set to revert to being a sub-brand of Oppo. This move, aimed at consolidating resources and reducing operational costs, marks a full-circle moment for the brand that initially debuted under Oppo's wing.
The Strategic Rationale Behind the Move
According to a report from the international news agency Reuters, this restructuring is designed to pool resources and streamline costs for both companies. The core logic stems from their shared ownership under the Chinese consumer electronics giant BBK Electronics Corporation. BBK is the parent firm that also controls the popular smartphone brands Vivo and OnePlus, creating a vast portfolio in the competitive mobile market.
The integration, as detailed by the Chinese publication Leifeng.com, is intended to help Oppo concentrate its resources more effectively and bolster its expansion into the global marketplace. The report suggests that both Realme and OnePlus will forge a strategic synergy with the primary Oppo brand, paving the way for a more differentiated marketing approach in the coming years.
A Full-Circle Journey for Realme
This development represents a notable reversal for Realme, especially in the context of its Indian journey. The brand first entered the Indian market in May 2018 as a sub-brand of Oppo, targeting the value-conscious segment with aggressive pricing. Merely two months later, in July 2018, it was spun off and established as an independent company to carve its own identity.
Now, nearly seven years later, the brand appears to be coming full circle. The reintegration signals a maturing strategy within the BBK Group to present a more unified and efficient front against competitors like Samsung and Xiaomi.
Early Signs of Success and Market Impact
The report from Leifeng.com indicates that this consolidation process is not merely a future plan but is already underway and showing positive results. It claims that, judging from performance in 2025, the integration has begun to yield benefits. Both the Oppo and Realme brands have reportedly achieved significant increases in their market share within China and in overseas markets, registering growth rates that place them among the top performers.
"With the return of OnePlus and Realme, Oppo's resources will be better integrated, and the main brand and sub-brands will form a clearer strategic synergy," the report stated. This realignment allows each brand to potentially focus on specific market tiers—Oppo on the mainstream, OnePlus on the premium segment, and Realme on the youth and value-driven segment—while sharing backend technology, supply chain, and R&D resources.
For the Indian smartphone market, which is one of the largest and most crucial battlegrounds globally, this move could lead to more coordinated product launches, marketing campaigns, and service networks from the BBK stable. It remains to be seen how this internal restructuring will affect the brand perception and product strategy of Realme, which has cultivated a distinct 'dare to leap' image among young Indian consumers.
