Chinese mobile phones conquered the market by dividing into a thousand different brands. Now they are doing just the opposite.
A few days ago OPPO made it official: after the merger with OnePlus (although with “independent” operation“), now brings Realme under its umbrella. Thus, both Realme and OnePlus go from going on their own to becoming sub-brands within a differentiated organizational chart. If the beginning of the decade was one of separations, with the division (forced by circumstances) from Honor and Huawei and the “independence” of POCO and Xiaomi following the steps of Redmi and Xiaomithe roaring 20s have taken a turn of the script to do just the opposite: associate even more (with one exception that swims against the current: Nothing and CMF). The quotes are important insofar as these separations, although announced with great fanfare, hid a reality of sharing certain processes and technologies to a greater or lesser extent. Why is it important. OPPO is the fifth best-selling mobile brand in the world, according to CounterPoint data for the third quarter of 2025. And if we go to 2024, Canalys data They show that OPPO (at that time together with OnePlus) had a global market share of 8%. With the merger, the three teams will work together although each continues to develop their own devices to share resources and thus reduce costs. But also, the direct consequence can be sensed in this graph: there is a small piece of Realme’s 4% pie that increases OPPO’s portion. Canalys As confirmed by OPPO and Realme to Xataka Mobilethis decision is a strategic measure to “make better use of resources and amplify synergy (…). This allows OPPO, Realme and OnePlus to present a unified and improved offer, offering more innovative and differential products and more optimized and user-focused customer service worldwide.” In short, to be more competitive. The context. Oppo’s share grows and approaches the top 3 of Apple, Samsung and Xiaomi. In a saturated market with reduced margins, competitiveness low-cost It’s brutal. and with runaway RAM pricessurvival depends on being strong to negotiate in the supply chain and reinforcing an ecosystem to build loyalty. Xiaomi already did it when POCO website loaded to integrate with the matrix in a simplification movement. In fact, OPPO is doing a Xiaomi by differentiating its sub-brands: the main one is the premium one, POCO is the one that offers some groundbreaking features at an eye-catching price and Redmi for tight budgets. The brand has not yet commented, but the history of each one leads us to think of premium devices with the OPPO seal, the good cost-performance ratio of Realme and OnePlus as a kind of flagship killer with differential functions. Inthree lines. In the complex ecosystem of Chinese mobile manufacturersthe huge conglomerate BBK Electronics It makes up a series of brands of different importance: there are the strong ones, led by OPPO and Vivo, and other smaller brands that have been developing their trajectory such as OnePlus and Realme, but also Iqoo. Although each had their own communication, sales and marketing strategies and some development elements, shared production, logistics and R&D&I processes. With this move, OPPO, Realme and OnePlus will share a structure. In Xataka | In the midst of a protectionist retreat, Xiaomi wants to be the new Huawei and knows where to start: with its own chips In Xataka | “The mobile industry was boring and monotonous.” Oppo is willing to change it Cover | Xataka and Wikipedia