New Delhi: Fresh reports suggest that OnePlus may be undergoing a significant structural change as it reportedly merges key operations with Realme. The move comes as reports OnePlus is scaling back its international presence, particularly in Europe, continuing to swirl. Although the firm has denied that there is “any change in business as usual”, job cuts and reviews in recent months have left some questioning what the future holds.
The most recent claims, originally posted by tipster Digital Chat Station on Weibo, suggest that the two brands have brought their global and Chinese operations under the umbrella of a new “sub-product centre”. This would be one of the largest internal restructurings involving OnePlus since it began to merge more with Oppo in recent years. At the time of writing, OnePlus and Realme have yet to confirm the merger.
Operations combine under new product unit
The report suggests the new product unit will manage their domestic and global businesses. Li Jie is said to be leading this unit, reporting directly to Pete Lau. Similarly, Wang Wei has reportedly become the deputy general manager.
It’s also supposed to help with product development. The reports cite a greater emphasis on the “reuse of product lines”, and this could mean OnePlus and Realme devices may have more of a common hardware, design or engineering resource in the future. This is in line with what Oppo is already planning to do with its other brands.
Marketing and services teams also integrated
In addition to product development, marketing and services for the two brands are reportedly being integrated into a single sub-business unit. Li Bingzhong is reportedly in charge of this group. Xu Qi will also be responsible for integrated marketing and services.
Such moves suggest a more streamlined approach, possibly in the pursuit of cost reduction and efficiency gains. But centralisation can also be a double-edged sword in terms of branding, particularly for OnePlus, which has cultivated a strong image as a niche brand for enthusiasts.
Uncertainty around global presence remains
The proposed merger takes place against a backdrop of uncertainty over OnePlus’ global strategy. Previous reports indicated a potential withdrawal from some European markets, as well as assessments of its product portfolio. The absence of international product launches has further fuelled rumours.
Although Realme has a more prominent presence in other markets, such as in certain European and Asian countries, it has a more limited presence in other markets, such as the United States – where OnePlus has been operating. As such, it is not clear how the restructure will affect future product releases and availability.
Despite the growing leaks and rumours, OnePlus has denied the intentions of closing down. But it seems to be undergoing a major shift, which may alter its position within the Oppo ecosystem.