Chinese smartphone maker Realme is reportedly set to become a sub-brand of Oppo, marking a major shift in the structure of smartphone brands within the BBK Electronics group. The move comes as part of a broader strategy to streamline operations, reduce overlaps and enhance competitiveness in domestic and international markets.
What The Change Means
Realme was initially launched as an independent smartphone brand with a focus on delivering high-value devices at competitive prices. Under the new plan, Realme will no longer operate fully as a standalone company. Instead, it will function as a sub-brand under Oppo’s umbrella, aligning more closely with Oppo’s product strategy and ecosystem.
While Realme devices will continue to be sold under the Realme name, core business functions such as product development, supply chain management, and marketing may be consolidated with Oppo’s teams to create efficiencies and reduce redundancy.
Why Oppo Is Making This Move
The smartphone market has become intensely competitive, with brands vying for consumer attention through regular launches, aggressive pricing and feature innovation. By bringing Realme under Oppo’s direct oversight, the company is expected to:
- Reduce internal competition between sister brands
- Streamline research and development efforts
- Enhance synergy in product strategies
- Optimize supply chain and marketing spend
This consolidation could help Oppo better target different segments of the smartphone market more strategically, from budget to premium devices, without internal overlaps that dilute brand impact.
Impact On Realme Devices And Customers
For customers, the most visible changes may be in how devices are marketed and positioned, but Realme will continue to operate as a distinct product identity. Devices will retain the Realme brand name, although future products may benefit from closer technological collaboration with Oppo.
Users may see tighter integration of software features, shared design elements, and coordinated product release timelines that mirror Oppo’s overall strategy.
Broader Strategy Within BBK Electronics
Both Realme and Oppo are part of the larger BBK Electronics group, which also includes other major tech brands. Historically, these brands have operated independently, competing in the same markets and sometimes targeting similar customer segments. The move to fold Realme into Oppo’s ecosystem reflects a strategy to unify internal resources and focus efforts where they are most effective.
This is similar to how other global tech companies manage multiple brands under a single parent company to avoid internal fragmentation and to strengthen market positioning.
Reaction From The Industry
Market analysts see the consolidation as a response to tightening profit margins and intense competition, particularly in India and Southeast Asia — two of the world’s largest smartphone markets. By aligning Realme more closely with Oppo, the company hopes to build a more resilient structure that can adapt faster to market changes.
What Happens Next
While the plans are still evolving, stakeholders expect further details on how the transition will take place, including adjustments to corporate structure, research and development alignment, and potential impacts on product roadmaps.
