业内分析认为，此次组织与资源的整合，有助于OPPO集中优势力量，提升运营效率，为全球市场的持 续拓展提供有力支撑。 1月7日，OPPO内部消息称，为强化协同效应并优化资源配置，realme将重新纳入OPPO体系，作为其旗 下子品牌继续运营。未来，realme与一加两个子品牌将与OPPO主品牌形成战略联动，在市场定位与产 品布局上实施差异化策略。 根据安排，realme首席执行官李炳忠将全面负责OPPO旗下子品牌业务的统筹管理，而一加中国区总裁 李杰的职责保持不变。realme的产品发布计划将正常推进，新品将按期推出，同时品牌将全面接入 OPPO现有的售后服务网络，提升用户服务体验。 随着一加与realme相继回归OPPO体系，整体资源整合进一步深化，主品牌与子品牌之间的战略分工更 加明确。从2025年的市场表现来看，这一调整已显现积极成效，相关品牌在中国及海外市场均实现份额 增长，整体增速处于行业领先水平。 业内分析认为，此次组织与资源的整合，有助于OPPO集中优势力量，提升运营效率，为全球市场的持 续拓展提供有力支撑。 1月7日，OPPO内部消息称，为强化协同效应并优化资 源配置，realme将重新纳入OP ...

存储产品价格持续上涨背景下，手机企业开始通过内部品牌、产品整合等优化内部组织架构、提升效 能。如今，新年伊始之际，OPPO系便打响了内部整合第一枪。 此次回归后，一加、realme都将成为OPPO旗下子品牌，预计回归后，三大品牌间的产品定位等将逐渐 理清，或将有所调整。 不过，此次调整也并非空穴来风。2025年年底就有消息称，realme将启动大规模裁员，不过当时realme 方面回应称一切正常。 一加的回归，也可以看作是OPPO系内部整合的试水。根据2025年12月3日一加Ace 6T发布会信息，一 加中国区总裁李杰表示，2025年一加手机销量同比增长 42.3% 。这一增长主要得益于品牌聚焦性能与 游戏赛道的策略，尤其在年轻用户群体中表现突出，24岁以下用户规模同比增长 106% 。这表明，一加 回归OPPO后，取得了正面效应。 反之，还未回归OPPO旗下的realme销量则相对逊色，虽然其与大盘保持一致。相关数据显示，2025年 上半年真我手机全球出货量为2000万台，排名全球第十，数据机构CounterPoint Research预测其2025年 全年出货量将实现3%的同比增长。此外，根据realme ...

Core Viewpoint - The recent organizational adjustments within OPPO, including the integration of the realme brand back into OPPO, reflect a strategic response to the changing market environment and supply chain challenges, particularly in the context of rising costs and increased competition in the smartphone industry [3][5]. Group 1: Organizational Changes - OPPO confirmed that realme will return as a sub-brand under its umbrella, aiming to consolidate resources and expand in global markets [3][4]. - Li Bingzhong has been appointed as the Senior Vice President of OPPO, overseeing the operations of both the OnePlus and realme brands [3][4]. - The integration is seen as a move to enhance collaboration and resource sharing, particularly in supply chain and marketing [6][7]. Group 2: Market Dynamics - The smartphone market is experiencing significant pressure, with rising supply chain costs impacting mid-tier brands like realme [3][5]. - Realme's previous strategy of aggressive overseas expansion has faced challenges, particularly in the Chinese market where competition is fierce [4][5]. - The overlapping product lines among OPPO, realme, and OnePlus in the 2000 to 3000 yuan price range have led to resource friction, necessitating a reevaluation of brand strategies [5][6]. Group 3: Competitive Landscape - The competitive logic in the smartphone market is shifting from broad market coverage to tighter organizational efficiency, cost control, and higher product success rates [7]. - The importance of centralized procurement and platform-based R&D is increasing due to uncertainties in core components like chips and imaging modules [7]. - OnePlus faces significant pressure to differentiate itself within the OPPO ecosystem, especially as it competes with similar brands like vivo's IQOO [7].

21世纪经济报道记者骆轶琪 1月7日，有媒体报道称，此前从OPPO体系内分拆独立创业的品牌realme将回归OPPO。realme CEO李炳 忠将领导整体子品牌业务，一加中国区总裁李杰职责不变，realme将全面接入OPPO售后服务体系。 对此，OPPO方面对21世纪经济报道记者表示：为进一步协同作战、整合资源，realme将回归OPPO， 成为旗下子品牌。未来，OPPO与realme、一加将共同为全球用户提供更具创新力和差异化的产品，以 及更便捷周到的服务。 一加和realme正在筹备新一期新品发布，目前来看，两个品牌现阶段的产品仍将如期推出。 此前在外界看来，同属于欧加体系的realme和一加，从产品布局来看，有一定程度的交叉：同样聚焦游 戏性能赛道和影像赛道，在闪充和大电池方面都在积极铺开等。 当然，这也是目前国内手机市场竞争相对集中的细分市场之一，vivo旗下iQOO也是类似定位。显示出 当前细分市场竞争之激烈。 此外，21世纪经济报道记者观察发现，在社交媒体上，一直强调轻资产运营的realme独立创业之后，一 直面临线下服务点不足的情况。但走"质价比"路线的realme，又很难迅速大量铺开线下营销 ...

Core Insights - OnePlus has experienced a 42.3% year-on-year increase in smartphone sales from 2025 to the present [1] Group 1: Product Launch - The OnePlus Ace 6T was launched globally featuring the fifth-generation Snapdragon 8 flagship chip [1] - The Snapdragon 8 chip was co-developed by OnePlus and Qualcomm, with deep optimization in performance, gaming, and imaging [1] - OnePlus has integrated a new generation "Wind Chaser Gaming Kernel" into the chip's architecture to ensure smooth gaming and daily usage [1]

新浪科技讯 12月3日晚间消息，在今日的一加Ace 6T新品发布会上，一加中国区总裁李杰发表演讲。 新浪科技讯 12月3日晚间消息，在今日的一加Ace 6T新品发布会上，一加中国区总裁李杰发表演讲。 李杰表示，得益于用户的口碑传播，2025年一加手机销量同比增长42.3%，增速行业第一。10月底发布 的一加15与一加Ace 6在京东等平台超99%用户给出好评。 发布会上，一加正式发布全新性能旗舰新选择：一加Ace 6T。他介绍，该机型首发第五代骁龙8旗舰处 理器，支持165Hz高刷新率游戏体验，结合续航能力，普及高端配置标准化。 责任编辑：何俊熹 李杰表示，得益于用户的口碑传播，2025年一加手机销量同比增长42.3%，增速行业第一。10月底发布 的一加15与一加Ace 6在京东等平台超99%用户给出好评。 发布会上，一加正式发布全新性能旗舰新选择：一加Ace 6T。他介绍，该机型首发第五代骁龙8旗舰处 理器，支持165Hz高刷新率游戏体验，结合续航能力，普及高端配置标准化。 责任编辑：何俊熹 ...

Core Insights - OnePlus has launched two flagship models, OnePlus 15 and OnePlus Ace 6, on October 27, marking a strategic shift in pricing with OnePlus 15 starting at 3999 yuan, down from 4499 yuan for OnePlus 13, while Ace 6 starts at 2599 yuan, up from 2299 yuan for Ace 5 [1][4] Group 1: Product Launch and Market Positioning - The launch of both flagship models simultaneously is a rare occurrence in the smartphone industry, aligning with market demand and technological readiness [1][2] - OnePlus has reported a sales growth of 36.7% in 2025, with expectations to reach nearly 50% by year-end, particularly among users under 24, whose numbers have increased by 106% year-on-year [1][2] - The focus on gaming performance is highlighted by the introduction of a 165Hz refresh rate, which is a significant advancement over the previous 120Hz standard [1][2] Group 2: Competitive Landscape - The smartphone market is currently experiencing a contraction, with IDC reporting a 0.6% year-on-year decline in shipments for Q3 2025, and Omdia noting a 3% drop in sales [4] - The competitive environment is intensifying, with major brands like Apple, Xiaomi, and Vivo also launching new models around the same time [4] Group 3: Strategic Direction and Future Plans - OnePlus aims to continue focusing on high-performance and gaming-centric products, with plans to explore other product categories while maintaining its core user base [4][6] - The company has integrated closely with OPPO, leveraging its extensive retail network to enhance customer experience and support [6] - OnePlus is committed to making advanced technologies like the 165Hz refresh rate accessible to a broader audience, emphasizing user experience over immediate financial considerations [6]

Core Insights - JD.com is experiencing a surge in demand for quality consumption during the 11.11 shopping festival, highlighted by the launch of the "Super Subsidy Day" on October 20, which offers significant discounts and subsidies to consumers [1][3] Subsidy Details - The "Super Subsidy Day" features a total subsidy of 2351 yuan, allowing consumers to unlock multiple high-value coupon discounts by searching "JD Double 11" on the JD app [3][4] - The subsidies include up to 1111 yuan for JD PLUS members, additional 10% off on home appliances, and various beauty and supermarket coupons, with specific discounts on iPhone and Huawei products [4] Product Promotions - Starting from October 20, consumers purchasing the iPhone 17 Pro series can utilize a 300 yuan surprise subsidy in addition to a trade-in discount of at least 500 yuan, resulting in a total discount of 800 yuan [4] - The "National Subsidy x Billion Subsidy" channel will offer double discounts on various products, such as an electric toothbrush for 212.5 yuan and a Philips water purifier for 3229.2 yuan after subsidies [5] Consumer Engagement - The immediate availability of products for purchase without pre-sale waiting periods and price protection services for core hot-selling items are designed to enhance consumer rights and shopping experience [4][5] - The overall shopping enthusiasm among consumers has been significantly boosted since the start of the 11.11 event on October 9, driven by the attractive discounts and instant purchase options [5]

Core Insights - The Chinese smartphone market is entering a bottleneck phase, prompting manufacturers to focus on overseas markets [1][2] - OPPO is increasing its investment in overseas markets, with key personnel adjustments to strengthen this focus [1] Group 1: Company Strategy - OPPO's Chief Product Officer, Liu Zuohua, will oversee overseas markets, while Senior Vice President Duan Yaohui will manage the headquarters marketing team [1] - Liu Zuohua has a history of success in the overseas high-end market with OnePlus, indicating a strategic shift for OPPO towards high-end segments [5] - OPPO's overseas revenue now accounts for over 60%, highlighting the importance of international markets in the current competitive landscape [1] Group 2: Market Conditions - The Chinese smartphone market has seen a decline in sales, with a 2% drop in the first eight weeks of the third quarter, while the mid-range market remains strong [4] - Counterpoint's statistics show that OPPO faced demand slowdowns in China but stable demand in Southeast Asia and the Middle East [4] - The global high-end smartphone market is projected to reach historical highs by mid-2025, making it a critical area for competition [4]

Core Insights - Rapid7 disclosed a critical security vulnerability in OnePlus's OxygenOS, identified as CVE-2025-10184, affecting versions 12 to 15 [2] - The vulnerability stems from improper permission settings during modifications to the Android system's underlying phone API, allowing malicious apps to read or send messages without user knowledge [2] - OnePlus has committed to rolling out security patches starting mid-October, despite researchers attempting to contact the company since May 2025 [2] Company Performance - OnePlus has seen a 31% year-on-year increase in total sales in the first half of 2025, ranking first among smartphone brands [2] - The company targets online users with high-performance needs, overlapping with Xiaomi's target demographic [3] Industry Context - System security and stability have become critical factors for users in an increasingly competitive market [3] - The vulnerability highlights the importance of proper permission settings in custom components, serving as a warning for other manufacturers [3]