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].

过去几年，OPPO的组织结构始终在集中与分散之间摇摆。 近期，OPPO系的组织调整开始在产业链和渠道层面流传，曾独立于外的realme"退出国内市场"的消息被不断传出。 尽管官方予以否认，但市场环境的变化确实正在对当前腰部手机品牌造成直接冲击，尤其包括存储在内的供应链涨价潮，正在加速行业调整周期的到来。 1月7日，OPPO方面对第一财经记者确认，realme将回归OPPO，成为旗下子品牌。该公司称，这次整合，主要在于集中资源，拓展全球市场。 在人员变动方面，有消息称，将任命李炳忠为OPPO高级副总裁，主管OPPO旗下子品牌一加和realme的工作，向OPPO创始人陈明永汇报。对此，realme内 部人士对记者表示，目前部分内容仍在调整过程中，原则上肯定是整合资源、协同作战。 2018年，前OPPO副总裁李炳忠决定创业，辞掉了OPPO海外部负责人一职，创办了realme品牌，仅用了37个月，realme手机在全球的销量就突破了1亿部， 打破苹果纪录。调研机构Strategy Analytics数据显示，达到过亿销量，三星花了73个月，苹果花了44个月，华为则花了62个月。 2019年，realme回归国内市场， ...

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 - Honor experienced a significant decline in the Chinese smartphone market, dropping from a 17.1% market share in Q1 2024 to 13.7% in Q4 2024, and subsequently falling into the "Others" category by Q1 2025 [2] - The decline is attributed to external pressure from Huawei's strong return and internal contradictions in brand positioning, technological breakthroughs, and strategic execution [3] Market Performance - In Q1 2024, Honor's high-end market shipments (over $600) surged by 123.3% year-on-year, yet it only held a 4% market share, significantly lower than Huawei's 30.7% and Apple's 43% [4] - Honor's overseas sales accounted for 32% of total sales in 2024, marking a growth of over 50% compared to 2023, particularly in European markets like Spain and Germany [3] Product Innovations - Honor's recent product launches, including the Magic7 series and the foldable Magic V series, showcase advancements in AI and hardware innovation, such as a 200MP periscope lens and a battery life of 18 hours for the Magic7 Pro [3] - The Magic7 Pro features a silicon-carbon battery technology with a 10% silicon content, enhancing performance in low-light conditions [3] Brand Perception and Challenges - Approximately 42% of Magic series buyers cited the similarity to Huawei's design as a key decision factor, indicating that Honor struggles to shed the "Huawei substitute" label [5] - Despite technological advancements, Honor lacks a systematic technological moat compared to Huawei's ecosystem, which includes HarmonyOS and Kirin chips [5] Competitive Landscape - In Southeast Asia, competitors like Realme have reduced manufacturing costs by 18% through localized supply chains, while Honor's reliance on Shenzhen headquarters has led to longer product launch cycles [5] - Honor's mid-range models do not offer significant price-performance advantages compared to competitors like Realme and Samsung's A series [5] Future Outlook - Canalys predicts that global shipments of foldable smartphones will exceed 30 million units by 2025, suggesting that Honor has potential for recovery if it addresses brand recognition, technological moat, and overseas channel expansion [6]

Core Viewpoint - Transsion Holdings, known as the "King of Mobile Phones in Africa," is facing significant challenges as its growth slows down, particularly in net profit and revenue, amidst increasing competition from domestic brands in the African market [3][4][5]. Financial Performance - In 2024, Transsion Holdings reported revenue of 68.72 billion RMB, with a growth rate of 10.31%, and a net profit of 5.549 billion RMB, showing a minimal growth rate of 0.22%. This is a stark contrast to the previous year's revenue growth of 33.69% and net profit growth of 122.93% [4][7]. - The company's quarterly performance indicates a more severe decline, with Q4 2024 revenue and net profit at 17.46 billion RMB and 1.645 billion RMB, respectively, reflecting a decrease of 9.39% and 0.44%. In Q1 2024, revenue and net profit further dropped to 13 billion RMB and 490 million RMB, with declines of 25.45% and 69.87% [5][6]. Market Position and Competition - Transsion Holdings once held a dominant market share of 52% in Africa, but competition has intensified since 2022, leading to a decline in its market share to 51% by Q1 2024 [6][20]. - The entry of major Chinese brands like Xiaomi, Huawei, and OPPO into the African market has increased competition, with Xiaomi achieving a 45% year-on-year growth in Q2 2024 and capturing approximately 12% market share [18][20]. Strategic Shifts - In response to the competitive landscape, Transsion is exploring markets outside Africa, including Latin America, the Middle East, and Southeast Asia, where it has seen growth rates of 40%, 41%, and 9% respectively in 2024 [21]. - Despite these efforts, the company faces challenges in these new markets, which are already dominated by established players like Samsung and Motorola, resulting in lower profit margins compared to its core African market [21]. Historical Context - Transsion Holdings was founded in 2006, focusing on the African market, and achieved significant growth, with revenue increasing from 22.65 billion RMB in 2018 to 68.72 billion RMB in 2024, and net profit rising from 657.4 million RMB to 5.549 billion RMB during the same period [15][16].

Group 1 - The Chinese government has approved the establishment of cross-border e-commerce comprehensive pilot zones in Hainan and 15 other cities, reflecting a strong expectation for the "buy global, sell global" strategy in cross-border e-commerce [1] - The industry is transitioning from rapid growth to refined operations, requiring brands to adapt their marketing strategies to overcome cultural differences and flow anxiety, moving from short-term sales to long-term ecological co-construction [1][4] - The global influencer e-commerce growth is slowing, with social media platforms stabilizing in daily active users, leading to increased competition for quality influencer resources [3][4] Group 2 - The cost of acquiring effective traffic is rising, with Facebook's CPM increasing from $8.70 to $9.45, while 60% of U.S. advertisers plan to cut ad spending due to tariff wars [4][6] - The influencer ecosystem is becoming polarized, with top influencers dominating the market, making it difficult for mid-tier and new influencers to gain exposure [3][6] - Brands need to innovate content and engage in the creative process to enhance the value of advertisements, as the Z generation prefers engaging and diverse content over low-quality ads [7][10] Group 3 - Successful case studies, such as realme's Mother's Day campaign in Brazil and Ramadan ads in Southeast Asia, demonstrate the importance of local cultural integration in marketing strategies [8][10] - Companies like BKK are building their own influencer ecosystems, collaborating with various tiers of influencers to create a long-term symbiotic relationship [10][11] - Localization in communication and team structure is crucial for cross-border e-commerce, requiring brands to understand local cultures and regulations [11][12] Group 4 - The future of overseas influencer marketing lies in deep cultural integration, precise matching of influencers and audiences, and continuous optimization of collaboration models [14] - The ability to build an ecological co-existence mechanism between brands and influencers will be a core competitive advantage for cross-border e-commerce in overseas markets [14]