[News] OPPO Reshapes Global Brand Strategy as realme Exits China Market

On July 16, OPPO unveiled a major overhaul of its global product strategy for its sub-brands, announcing that realme will cease launching new products in China and instead focus on overseas markets. Meanwhile, OnePlus will maintain its product roadmap in India while shifting its primary focus to China, suspending new product launches in Europe and North America.

Xu Qi, Vice President of realme, said OPPO’s official team will assume full responsibility for the sales and after-sales support of existing realme devices in China, ensuring continued service for current users.

As part of the strategic realignment, OPPO will further integrate its software ecosystem. Going forward, eligible realme and OnePlus devices worldwide will be able to upgrade to the latest version of OPPO’s ColorOS operating system.

The move also signals a broader consolidation of OPPO’s Android software platforms. The company’s three customized operating systems—ColorOS for OPPO, OxygenOS for OnePlus, and realme UI for realme—are expected to be unified over time. Future smartphones across all three brands could ultimately ship with ColorOS, allowing OPPO to concentrate its software R&D resources on a single operating system.

Previously, OPPO, OnePlus, and realme each maintained separate software platforms, with development efforts spread across three independent codebases. The fragmented approach often resulted in unsynchronized release cycles, duplicated feature development, and inconsistent security update schedules.

By integrating the three software platforms onto a common foundation, OPPO is expected to significantly reduce development and maintenance costs while streamlining software engineering. The company will also be able to redirect its software talent toward the continued refinement and innovation of ColorOS, potentially accelerating the pace of future system updates for users.

(Photo credit: OPPO)