“1+1+1＞3”？一加之后，OPPO整合realme

Core Viewpoint - The global smartphone industry is shifting from a "growth narrative" to a "value narrative," leading major manufacturers to focus on resource integration and collaborative strategies rather than mere scale expansion [1] Group 1: Company Developments - OPPO has confirmed that realme will return as a sub-brand under its umbrella, aiming for enhanced collaboration and resource integration [1] - Realme's CEO, Li Bingzhong, will lead the overall sub-brand business, while the president of OnePlus China, Li Jie, will maintain his responsibilities [1] - Realme's new products will be released as scheduled and will fully integrate into OPPO's after-sales service system [1] Group 2: Market Context - The backdrop for realme's establishment in 2018 was intense competition in the domestic smartphone market, prompting major brands to seek growth in overseas markets [2] - Realme quickly expanded into multiple global markets, including Singapore, Malaysia, and Pakistan, after its launch in India [3] - By November 2023, realme announced that its global sales had surpassed 200 million units, achieving this milestone in just two years after reaching 100 million [4] Group 3: Industry Challenges - Counterpoint Research predicts a potential 2.1% decline in global smartphone shipments in 2026 due to rising component costs, which have already affected various consumer electronics [6] - The price of memory components is expected to rise by approximately 40% before the second quarter of 2026, further increasing the bill of materials (BoM) costs [7] - The integration of realme back into OPPO is seen as a strategy to leverage collaborative advantages and enhance product differentiation [7] Group 4: Performance Insights - OPPO's growth rate outperformed other major OEMs, with a 2.1% year-on-year increase, largely driven by the stable sales of the Reno 14 series and strong growth from OnePlus [10] - OnePlus achieved a remarkable 42.3% year-on-year increase in sales in 2025, marking the highest growth rate in the industry [10] - The return of realme to OPPO signifies a shift towards a "group army combat" model, raising questions about whether the combined efforts of OPPO's three brands can achieve a synergistic effect [10]