Realme integrates into OPPO: this is how the new brand map of the Chinese giant looks.

New Year and significant changes in the mobile landscapeIn the midst of a flurry of releases and catalog updates, one of the most talked-about moves comes from China: OPPO has decided to reorganize how its brands are presented worldwide, including Spain and the rest of Europe, and the Realme is a major player in this change..

Until now, Realme operated almost independentlywith its own pace of launches, campaigns, and market presence. That ends: OPPO has confirmed that Realme will operate under its umbrella as a sub-brand.sharing a structure also with OnePlus, although each firm will maintain its own style and distinct catalog.

BBK Electronics, the shadowy giant behind OPPO and Realme

To understand this movement, it is helpful to remember who is behind it all. BBK Electronics is the Chinese conglomerate that owns brands such as OPPO and VivoThese are two major players in the global smartphone market. Under each of these main brands orbit other manufacturers considered "satellites."

In the specific case of OPPO, Realme and OnePlus have been their most visible partner brandsMeanwhile, Vivo has brands like Iqoo to cover other price and user segments. Despite sharing a common origin and certain processes, these companies had previously presented themselves to the public as separate entities.

Behind the curtain, things were somewhat different: The companies already shared part of the manufacturing and distributionThis allowed them to reduce costs, negotiate better with suppliers, and optimize the arrival of their products to markets like Europe, where competition is especially tough and every penny in the final price counts.

The novelty is that OPPO has decided to go a step further and simplify your brand and team structureIn practice, this This means that OPPO, Realme, and OnePlus will be much more coordinated.not only in production, but also in strategy and development, without erasing the personality of each one.

Realme becomes a sub-brand of OPPO

OPPO has confirmed that Realme will be integrated as a sub-brand within its organizationFollowing a similar approach to that already adopted by OnePlus in 2021, when it announced that it was sharing more resources and departments with OPPO to accelerate product development.

According to the official explanation provided by the companies, The idea is to make better use of resources and enhance synergies. between the three brands. They will work together in key areas, but each will continue to launch its own devices and maintain its differentiated product lines for specific audiences.

OPPO and Realme are talking about a "unified and improved offering" of products and services globally. This concept involves not only sharing internal technology and design processes, but also better coordinating customer service, the software updates and technical support in the different countries where they operate.

For markets like Spain, where Realme has gained a foothold thanks to its quality/price ratioThis integration could translate into a more robust service network and launches that are more synchronized with those of OPPO and OnePlus, avoiding unnecessary overlaps and making each brand's proposition clearer.

A strategy similar to Xiaomi's with Redmi and Poco

OPPO's move with Realme is quite reminiscent of what Xiaomi has been doing this for years with Redmi and Poco.The main brand has been moving towards the mid-to-high and high-end range, while Redmi has focused on those looking for affordable phones and Poco on an audience that wants something different without spending too much.

OPPO seems to be looking in that mirror. The company has consolidated its high-end range with families like the Find XThese models compete directly with other top-of-the-range Android devices. At the same time, Realme has been capturing the market share of users who prioritize an aggressive price without sacrificing impressive specifications.

Everything points to the fact that, already under the unified structure, Realme will continue to focus on a young and price-sensitive audienceWith eye-catching phones, well-balanced specs, and campaigns aimed at those looking for a lot for a little, it would be the equivalent of a "Redmi" within the OPPO ecosystem.

OnePlus, for its part, probably It will be the brand that focuses on distinctive features, like a particular software experience or specific finishes and features aimed at more enthusiastic users. In this way, each sub-brand would occupy its own space to avoid overlapping with others within the same group.

Why does OPPO group brands together instead of diversifying them more?

The reality of the smartphone market in Europe and globally is becoming increasingly harsh. Profit margins on many mobile phones have been shrinking., especially in the mid-range and entry-level segments, while key components such as RAM or storage have increased manufacturing costs.

In addition to this very aggressive sales strategiesWith constant offers, promotional campaigns at major e-commerce events, and price wars between manufacturers, maintaining multiple completely separate structures for each brand becomes less efficient.

That's why, The solution for groups like BBK doesn't lie so much in multiplying brands.but by organizing them under the same structure, sharing as much as possible in development, logistics and services, and differentiating them above all in image, positioning and catalog.

The ultimate goal is that Anyone entering the OPPO-Realme-OnePlus ecosystem will always find a suitable option. for your next mobile, without needing to leave the group whenever you want price increase or decreaseto change your style or look for different features. Each step within that journey would be covered by one of the brands.

In this context, Realme's role as a sub-brand of OPPO fits into a long-term strategy: attract users who start with more economical models and accompany them within the same group if in the future they move up a range, seek a more premium design or specific functions that OPPO or OnePlus can offer.

With this movement, OPPO reinforces its position as the central pillar of the group in the smartphone marketMeanwhile, Realme is consolidating its position as its entry-level brand, and OnePlus maintains its own profile for those who value other nuances. All of this at a time when user loyalty is key and every detail of the overall offering matters.

This OPPO, Realme and OnePlus readjustment means a further step in the reorganization of the sectorwhere large groups try to be more efficient without losing responsiveness to consumer demands. The integration of Realme as a sub-brand aims for a more organized and recognizable ecosystem., in which the three brands can coexist with clear roles under the same umbrella.

Related article:

The new OPPO Find X9 series will arrive with Hasselblad cameras and a Dimensity 9500 processor on October 16.

Alberto Navarro

I am a technology enthusiast who has turned his "geek" interests into a profession. I have spent more than 10 years of my life using cutting-edge technology and tinkering with all kinds of programs out of pure curiosity. Now I have specialized in computer technology and video games. This is because for more than 5 years I have been writing for various websites on technology and video games, creating articles that seek to give you the information you need in a language that is understandable to everyone.

If you have any questions, my knowledge ranges from everything related to the Windows operating system as well as Android for mobile phones. And my commitment is to you, I am always willing to spend a few minutes and help you resolve any questions you may have in this internet world.