The story of realme is one of the most unique case studies in the modern tech industry: a brand that has, quite literally, “come full circle”-beginning as an experimental sub-brand, maturing into a global independent powerhouse, and recently reintegrating back into its parent company’s structure to weather a changing global economy.
The publication states that Oppo has decided to bring Realme back into its ecosystem as an official sub-brand. The aim is to strengthen collaboration across teams and streamline the use of internal resources. Under the revised structure, Oppo will operate as the primary brand, with OnePlus and Realme positioned as two complementary sub-brands, each following a distinct market strategy.
Leadership roles have also been clarified. Realme founder and CEO Sky Li will take responsibility for overseeing the overall sub-brand operations, while Li Jie will continue to lead OnePlus in China without any change to his responsibilities. Oppo believes that clearer internal roles will help avoid overlap and improve execution across brands.
As part of this transition, it will be fully connected to Oppo’s after-sales service network. This move is expected to improve service coverage and consistency for users, particularly in key markets. Despite the organisational shift, Realme’s product planning remains unaffected. New devices will continue to arrive as per schedule, and the brand’s positioning in the market will stay the same.
The Beginning: Starting as a Sub-Brand (2018)
In early 2018, the smartphone market was at a crossroads. OPPO was a dominant force in offline retail, but it was losing the “online war” to Xiaomi and its sub-brand, Redmi. To fight back, OPPO executive Sky Li (then VP of OPPO) spearheaded the creation of a new lineup called “OPPO Real.”
On May 4, 2018, the brand was officially christened realme. Its first device, the realme 1, was launched exclusively in India. At this stage:
Infrastructure: realme used OPPO’s manufacturing plants, supply chain, and ColorOS software.
Identity: It was marketed as “realme by OPPO,” gaining instant trust from consumers due to OPPO’s established service network.
Target: It focused exclusively on Gen-Z and young millennials, offering “premium” designs (like the diamond-cut back) at ultra-low prices.
2. The Leap: Independence and Explosive Growth (2018–2025)
Just months after its debut, Sky Li announced his resignation from OPPO to lead realme as an independent company. This was a tactical move to shed the “big corporation” image and act with the agility of a startup.
The “Dare to Leap” Era
For nearly eight years, it operated as a separate entity under the broader BBK Electronics umbrella (alongside Vivo and OnePlus). Its independence allowed it to:
Develop realme UI: While still based on ColorOS, realme UI was customized to be faster and more “stock-Android-like” for tech enthusiasts.
Break Records: realme became the fastest brand in history to ship 100 million units (achieved in 37 months) and later joined the “200 Million Club” by late 2023.
Diversify: It moved from just phones to a full AIoT ecosystem, launching the realme Pad, realme Book (laptops), smart TVs, and wearables.
During this time, it was no longer just “the budget version of OPPO.” It was a direct competitor, often launching technologies (like 240W fast charging or 200MP cameras) before its parent brand did.
The Return: Reintegrating as a Sub-Brand (2026)
As of January 2026, there has been a significant change in the industry. It was reported, based on OPPO announcements, that it has now reverted back to its initial form as an OPPO sub-brand.
Why the change?
“Today, the smartphone industry can be labeled ‘saturated’ – and very costly.” R&D expenditures, particularly for ‘AI-enabled’ chips and hardware related to 5G, “are through the roof.”
Cost Efficiency: it will be able to share OPPO’s enormous R&D investment budget because of reintegration.
The “OnePlus” Model: In the footsteps of OnePlus itself—which merged back with OPPO in 2021–realme shall now be a “specialized arm” of the company. Service Integration: Among the foremost advantages for consumers is the fact that OPPO Services Centers can now support and service realme products. This means they can avail more resources.
4. Everything You Need to Know About realme Today
Core Product Sequence
GT Series
The high-end ‘performance’ lineup. These are advanced handsets with the latest processing power aimed at gamers and heavy users.
Number Series (realme 13, 14, 15): The “all-rounder” Mid-Range Series. Realme has centered its Number Series around “Portrait Master” camera solutions and design.
C Series:
Budget “essential” line. These line up large batteries and long battery life with affordability.
Narzo Series:
An entirely online series, mostly on Amazon, with a focus on strong specs for the price.
Key Philosophy: “Dare to Leap”
Despite the change of status in the corporate world, realme still holds on to its “Dare to Leap” slogan. The identity of this brand is still anchored on three points:
“Leap-forward performance in more affordable segments by delivering high-end chips.” Leap-forward Design: Partnering with the world’s top designers (e.g., Naoto Fukasawa) in order to produce Leap-forward Experience: Industry-leading fast charging (Dart/SuperVOOC) and high refresh rate displays.
Why the “Sub-Brand” label again?
The smartphone market in the year 2026 is entirely different from the smartphone market in 2018. It is not a “growth market” anymore but a “value market.”
Pooling Resources:
Developing AI chips (such as Next AI chips) and 6G tech is rather costly. By going back to pooling resources,can benefit from OPPO’s billion-dollar R&D labs.
Operational Efficiency: Rather than having two distinct supply chains and respective warehouses, all brands share the same logistics system, resulting in reduced costs.
Service Network:
The initial advantage for the customer is that the OPPO Service Centers are now accepting realme services. This has overnighted an increase of 500% of realme services.
The “Dual-Brand”
According to the 2026 vision, realme is “Far From Disappearing. Instead, it “remains a clear
OPPO: Master series brand covering high-end luxury offerings, folding smartphones (Find series), and pro photography. realme: “Performance” brand with an emphasis on Gen-Z, gaming, and “Trendsetting” design offerings at competitively aggressive
Conclusion: A Brand That Dared to Leap
From an experiment in an OPPO office to a global giant that beat the industry veterans, journey is complete. By returning to the OPPO fold as a specialized sub-brand, realme has secured its future, ensuring it has the financial and technical muscle to continue “making it real” for the next generation of users.
