According to Bloomberg, in the context of rising consumer electronic prices and a slowdown in the demand for replacements, it is planned to contract United States and European operations this week. The report cites sources that this adjustment was related to the restructuring of the parent company OPPO and that business in India would be downsized simultaneously.
OPPO Reorganization affecting overseas markets
It was reported that the addition of the closure of United States and European stores was part of the internal adjustment of OPPO. In addition to Europe and the United States, India, a major market outside China, will also be affected.
The report also mentions that OPPO plans to continue to operate a brand-up in China while realme mobile phones continue to be sold in some overseas markets. In Northern Europe, for example, the sales of realme are relatively stable.
The need for smartphones continues to weaken.
One plus was established in 2013 with the initial call for high-priced Android mobile phones for tech lovers. As the product line expands, its brand influence moves towards the global level. Since then, the price of one-and-a-flag aircraft has continued to rise, and the lower-positioned Nord series has also been introduced to cover a wider group of consumers.
However, the global mobile market is still under pressure. IDC and Counterpoint had previously predicted that global smartphone deliveries would drop by more than 13 per cent in 2026, affected by the supply of memory chips. Markets are also hampered by weak end demand.
OPPO delivery continues to decline in the second quarter.
According to Counterpoint data, OPPO's deliveries in the second quarter of 2026 were down by double digits. According to OPPO, demand has weakened in several major markets.
Against this background, the contraction of Europe and the United States and India shows that mobile phone manufacturers are further pooling their resources, prioritizing the retention of a more certain market and brand layout.