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Another Mobile Phone Brand Exits the Chinese Market, But This Move Was the Right One - 36Kr
Another Mobile Phone Brand Exits the Chinese Market, But This Move Was the Right One
TL;DR
- Realme has officially withdrawn from the Chinese market, shifting all its resources to overseas markets.
- This move is part of a broader strategy by parent company OPPO to delineate market segments for its three brands: OPPO, OnePlus, and Realme.
- Realme's withdrawal is attributed to intense domestic competition, declining market share, rising component costs (especially memory), and the shift from a growth market to a saturated one.
- OPPO will focus on the domestic mid-to-high-end market, OnePlus on domestic performance and value, and Realme on international markets like India and Southeast Asia.
- The strategic adjustment aims to reduce internal brand conflict and focus resources on high-end technology development.