Smartphone manufacturer Oppo is reintegrating Realme as its sub-brand starting in 2026. This strategic move aims to solidify their market position by combining resources and lowering operational costs under a single corporate umbrella.
Both Oppo and Realme operate within BKK Electronics, a giant in consumer hardware. This conglomerate also manages Vivo, another key player still ranked among the worldwide top five smartphone brands.
Realme had previously been a sub-brand of Oppo when founded in 2018 but separated to become an independent entity within the same parent company. After seven years of independence, the decision to bring Realme back under Oppo’s wing reflects shifting market dynamics.
Reasons Behind Realme’s Reintegration
Oppo’s recent performance has shown signs of weakness. In the third quarter of 2025, Oppo fell out of the top five global smartphone makers for the first time, according to IDC reports. This decline allowed Transsion Holdings (owner of Tecno, Itel, and Infinix) to rise, climbing from fifth to fourth position.
The global shortage of key components like chips and RAM further constrained production for several manufacturers, possibly impacting Oppo’s market momentum. Reassimilating Realme can help stabilize supply chains and optimize resource allocation.
Realme’s popularity, especially among younger consumers in markets such as India, Southeast Asia, and Europe, remains strong. Integrating it back into Oppo could enhance the brand portfolio offering, enabling better product diversification and more competitive positioning.
Potential Benefits of the Reunion
- Resource Sharing: Merging R&D and supply chain efforts can reduce duplication and increase efficiency.
- Cost Efficiency: Unified management may streamline marketing, distribution, and operational expenses.
- Stronger Market Presence: Combining brand strengths could help both entities recover lost market share.
- Broader Product Portfolio: Offers customers a wider range of devices targeting different demographics without internal competition.
The consolidation seems timely as the smartphone industry becomes increasingly competitive. Facing pressure from emerging players and component shortages, BKK Electronics likely sees this as a tactical step to safeguard its market influence.
By bringing Realme back into the Oppo family, both brands can leverage each other’s strengths while maintaining clear positioning targeted at distinct customer segments. This alignment can result in stronger sales performance and innovation capabilities going forward.
As the integration unfolds in 2026, market watchers will be keenly observing how this impacts the competitive dynamics among top global smartphone brands. The alliance may well serve as a blueprint for addressing growth challenges within a consolidating tech landscape.
