On July 16th, OPPO confirmed its sub brand's global product strategy: realme's new products will focus on overseas markets in the future, and product updates will be suspended in the Chinese market; OnePlus focuses on developing the Chinese market and has suspended the release of new products in Europe and North America. In addition, OnePlus' product updates in the Indian market remain unchanged. Both realme and OnePlus' new products will focus on the gaming and performance tracks in the future.

It is reported that the collaboration of this product strategy will also involve further integration of software systems. Subsequently, realme and OnePlus devices worldwide can choose to independently update to the latest ColorOS system for models within the upgrade scope.

This action was already foreshadowed. After realme returned to the OPPO system in January this year, this clear strategy is a further implementation of collaboration. The core logic is not complicated: in the current era of stock competition in the mobile phone market, let each sub brand return to its own position and clench their fingers into a fist.

From the perspective of division of labor, this strategy actually answers three questions: where to go with realme, where to go with OnePlus, and how to unify the software system. Realme focuses on overseas markets and enhances its comprehensive competitiveness by leveraging OPPO's global after-sales service system; OnePlus deeply cultivates China and continues to add momentum to the verified growth momentum; The unified upgrade of ColorOS means the integration of the main brand and sub brands at the software level - concentrating scattered OS development resources and focusing on creating a world-class operating system. Three directions pointing towards the same goal: clench fingers into a fist, concentrate resources.

The rationality of this strategy has been confirmed in market data.

By 2025, OPPO's global market share will reach 11%, ranking fourth; The average selling price (ASP) is $284, second only to Apple and Samsung. Entering 2026, OPPO's mobile phone sales in China have remained among the top three for two consecutive quarters.

The performance of sub brands also confirms the effectiveness of the focus strategy. After clarifying its positioning as a "performance flagship", OnePlus has become more resolute and focused in its resource investment - with sales growth of 44% in 2025 and a year-on-year increase of 27.4% in 2026, leading the industry in growth rate. After realme returns to the OPPO system, relying on the group's global service system, users can enjoy more convenient maintenance and technical support, and the overall competitiveness of the product has significantly improved.

In the era of stock competition, the fluctuation of market share often depends not on whose products are more abundant, but on whose resources are more concentrated and whose positioning is clearer. The clarification of OPPO's sub brand product strategy this time is essentially a subtraction: subtracting the market overlap and resource dispersion between sub brands, and adding closer collaboration between the main brand and sub brands - the main brand OPPO covers the public and high-end flagship, while OnePlus and realme form differentiated supplements in the gaming performance track.

This "1+1+1" architecture is transforming from a design blueprint into a report card.