Why Realme’s Move Back Under OPPO Makes Sense in Today’s Smartphone Market

Realme is no longer standing entirely on its own. The brand is being formally re-integrated into OPPO, shifting from independence to becoming an official sub-brand, much like OnePlus did in 2021. While that might sound like a major shake-up, the move is less about losing identity and more about adapting to a tougher smartphone market.

The global phone industry has changed. Profit margins are thinner, competition is intense, and many consumers are holding onto their devices longer than before. In response, OPPO is restructuring to pool resources, reduce costs, and simplify internal operations. Under this structure, OPPO remains the core brand, while Realme and OnePlus operate as sub-brands aimed at different audiences. Realme founder and CEO Sky Li will oversee the sub-brands, while OnePlus continues under its own leadership in China, led by Li Jie.

Good News or Bad News for Users?

There are no official changes for us here in Malaysia yet. However in general we can expect a more unified product range and more powerful marketing strategy, same like what happened to OnePlus. While OPPO is known for its camera-centric devices and OnePlus for its performance, Realme will likely focus on younger users and compete in the budget and mid-range segments against rivals such as Xiaomi, iQOO, and Samsung.

This is good news, as we can expect a stronger and more focused lineup from Realme, though not in the near future.  OPPO has stated that Realme’s roadmap remains intact with upcoming launches such as the Realme Neo 8 in China proceeding as planned. Pricing and features are also expected to stay aligned with Realme’s current positioning.

As for the rest of the world or in certain markets, the other significant impact will be for their after-sales service. Realme will now tap into OPPO’s full service network, which means wider service center coverage and potentially faster repairs. This is expected to be especially beneficial in markets like India, where service accessibility plays a big role in brand trust.

Back Where It Started

In many ways, this move completes a full circle. Realme originally began in 2018 as an OPPO offshoot before becoming independent. Now, it’s returning under the OPPO umbrella. A simple way to understand the change is to think of it as a restaurant group bringing a once-independent café back into the family: the café keeps its own menu and vibe, but behind the scenes, it shares the same kitchen and delivery system to run more efficiently.