OnePlus goes into the shadows: European sites lead to OPPO

The OnePlus and OPPO brands continue to deepen their integration: now European users who visit the official OnePlus website can be redirected to purchase OPPO equipment. We are talking about the company’s trading platforms in Germany, France and Spain.

Why do OnePlus sites promote OPPO products?

Banners have appeared on the company’s regional resources, calling for OPPO devices to be viewed as “a new technology that gives everything from OnePlus devices.” The marketing message indicates that since the hardware and software bases of smartphones are common, the user will not feel the transition from one brand to another at all. When clicking on OnePlus products, the system takes the user directly to the OPPO web store.

Experts note that the OxygenOS and ColorOS software shells have recently become virtually identical. Deep technological collaboration between the companies in engineering and supply chain has been going on for a long time, and the current sales rebranding is just a formalization of that alliance.

What is happening with OnePlus in Europe?

Current changes are not accidental and reflect the global strategy of asset optimization. Previously, it was already reported about the restructuring of OnePlus in the European region, which was accompanied by:

• reduction of personnel;
• transition to narrower localized strategies;
• increasing direct dependence on OPPO infrastructure.

Is OnePlus waiting to be transformed into a sub-brand?

Analysts fear that in the long term, OnePlus may finally transform into a separate product line within the OPPO concern. There is a possibility that the strategy of OnePlus will increasingly converge with the positioning of Realme, which also enters the orbit of this large industrial conglomerate. Such changes may lead to the complete loss of the company’s “independent” status in the European market in favor of the unification of brands under the OPPO umbrella.