OnePlus, Realme Integrate Product And R&D Teams In China Under New Structure
OnePlus and Realme integrate operations in China to reduce costs while keeping separate branding strategies.
Smartphone brands OnePlus and Realme have reportedly merged key internal operations in China as part of a broader restructuring effort aimed at improving efficiency and reducing costs. According to industry leaks, the companies have created a new sub-product centre that integrates both domestic and global product development teams under a single framework. The move reflects growing pressure within the smartphone industry, where rising costs and intense competition are forcing brands to streamline operations.
The newly formed unit will be led by Li Jie, who currently heads OnePlus China and will now report directly to Liu Zuohu. Supporting him, Wang Wei, a former vice president at Realme, has been appointed deputy general manager. This leadership structure suggests tighter coordination between the two brands at an operational level, particularly in areas like product planning and execution. Realme, which operates under BBK Electronics, is increasingly being aligned with its sister brands as part of a unified strategy.
Despite the operational merger, both companies are expected to retain distinct brand identities and marketing strategies. Reports indicate that a separate sub-business unit has been established to handle shared commercial functions, including partnerships and distribution. This unit will be led by Realme founder Sky Li, while Xu Qi will oversee combined marketing and service systems for both brands. The structure allows for backend integration while preserving consumer-facing differentiation, which is critical for maintaining brand loyalty.
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The restructuring follows a significant development earlier in January 2026, when Realme was officially designated as a sub-brand of OPPO alongside OnePlus. The shift comes amid rising component costs, supply chain challenges, and increasing competition from major players like Xiaomi and Samsung. By consolidating research and development, procurement, and supply chain operations, the companies aim to eliminate redundancies and accelerate product development cycles.
Early signs of this strategy are already visible in upcoming devices. Reports suggest that the OnePlus Nord CE6 Lite could be a rebranded version of a Realme model, sharing similar specifications such as the Dimensity 7400 chipset, a 7,000 mAh battery, and 45W fast charging. This approach indicates a growing trend of shared hardware platforms across brands, enabling faster launches and cost efficiencies. However, differentiation will likely be maintained through software optimization and branding.
Contrary to earlier speculation, the restructuring does not signal the end of OnePlus as a brand. The company continues to operate in key markets, including China and India, although it is reportedly shifting toward an online-only sales model in some regions. Going forward, the closer alignment between OnePlus and Realme could lead to more coordinated product launches and strategies, allowing both brands to better navigate an increasingly competitive global smartphone market.
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