realme重回OPPO“襁褓”，陈明永不再执着高端化

Core Viewpoint - OPPO is shifting its strategy from aggressive high-end market expansion to consolidation and cost reduction, as evidenced by the return of its sub-brand realme under its umbrella [1][2][12]. Group 1: Market Performance - OPPO's global shipment volume in Q1 2025 was approximately 23.5 million units, with a market share of 7.7%, ranking fifth [3]. - By Q3 2025, OPPO's shipment volume in mainland China dropped to 9.9 million units, also ranking fifth [4]. - The company faced significant challenges in maintaining its market position, with a notable decline in performance compared to competitors [3][4]. Group 2: Strategic Shift - OPPO's high-end strategy, initiated in 2020, aimed to elevate its brand through significant investments in technology and product development, including self-developed chips and premium devices [5][11]. - The company has recognized the unsustainable nature of its high-end focus, leading to a strategic pivot towards more practical market survival and share acquisition [10][12]. - The return of realme is seen as a critical move to enhance overall sales and consolidate resources, allowing OPPO to leverage its strengths in the mid-range and budget segments [12][13]. Group 3: Organizational Changes - Significant personnel changes occurred in late 2025, indicating a fundamental shift in OPPO's strategic direction, with key executives reassigned to focus on overseas markets rather than high-end domestic competition [8][10]. - The restructuring reflects OPPO's need to adapt to external pressures and prioritize market share over high-end aspirations [9][10]. - The integration of realme into OPPO's brand matrix aims to streamline operations and enhance competitiveness against rivals like Xiaomi and Honor [12][14].