realme is set to return under Oppo as a sub-brand, as parent company BBK Electronics moves to consolidate its smartphone businesses and trim operating costs across its brands.
Reports from Reuters and technology site Soyacincau said the restructuring will place realme under Oppo’s management while allowing it to keep its own branding and product lines.
The move comes amid a global slowdown in smartphone sales and intensifying competition among mid-range manufacturers.
BBK, one of China’s largest consumer electronics firms, also owns Vivo and OnePlus, both of which target different segments of the global market.
realme has built a strong presence in Southeast Asia and Europe, earning a reputation for offering affordable, performance-driven devices popular with younger consumers.
The brand was introduced in May 2018 as a sub-brand of Oppo before spinning off later that year to operate independently under Sky Li, a former Oppo executive who spearheaded its international expansion.
Furthermore, industry watchers said the reintegration could help BBK streamline development and marketing across its portfolio while maintaining the distinct market identities of its brands.
realme returns under Oppo in BBK brand consolidation
By Dawn Solano
