Oppo is preparing to restructure its global business. According to Bloomberg, the company will gradually cease operations of the OnePlus brand in the US, Europe and India. The process is expected to be completed by 2027, and the brand will continue to operate only in the Chinese market.
According to sources, this decision was made against the backdrop of declining revenues in Oppo's smartphone business, weakening sales in the US, Europe and India, as well as increasing geopolitical tensions between the US and China.
The report notes that Realme will also exit the Chinese market as part of the restructuring. Instead, Oppo will focus its resources on the Central and Northern European markets. The company believes that there is still growth potential in these regions.
OnePlus has been reducing its operations in India for several months. The company is closing most of its physical stores operated by partners, shifting sales to online channels and merging its after-sales service network with Oppo.
