---
title: "OnePlus exits the US and Europe, Realme leaves China: Oppo's new strategy"
description: "OnePlus ceases operations in the US and Europe, while Realme exits China — Oppo changes strategy due to financial difficulties and falling demand. 📉📱"
date: 2026-07-16T15:33:57.000Z
lang: en
url: https://xab.info/en/posts/oneplus-exits-us-and-europe-realme-leaves-china-oppo-new-strategy
tags: [oneplus, realme, oppo, smartphones, bloomberg]
publisher: "XAB.info"
---

# OnePlus exits the US and Europe, Realme leaves China: Oppo's new strategy

![OnePlus smartphone with signature camera module and logo on black body stands in front of red OnePlus box, symbolizing the brand's exit from US and European markets as part of Oppo's new strategy.](https://xab.info/media/2026/07/16/oneplus-pokidaet-ssha-i-evropu-a-realme-uhodit-iz-kitaya-novaya-strategiya-oppo/oneplus-pokidaet-ssha-i-evropu-a-realme-uhodit-iz-kitaya-novaya-strategiya-oppo-1.webp)

The smartphone market is preparing for major changes. OnePlus, a subsidiary of the Chinese giant Oppo, has decided to wind down operations in key Western regions — the United States and Europe. At the same time, the Realme brand, also part of the holding company, will exit the Chinese market. The start of this radical reorganization was reported by Bloomberg citing informed sources.

### Strategic shift and market exit

These radical changes are being implemented as part of a major restructuring of Guangdong Oppo Mobile Telecommunications Corporation. The manufacturer's plans remain confidential, but the process has already begun. OnePlus, which once won a loyal audience with its line of affordable Android smartphones, will begin winding down its operations not only in Europe and the US, but also in India. By 2027, the changes will affect other markets where the brand is present. However, the OnePlus brand will remain active in China.

### Financial difficulties and loss of market share

The reason for such decisive steps is financial difficulties affecting the smartphone manufacturing business. Sales dynamics in the US, Europe, and India have stalled. The once-promising newcomer OnePlus has lost its influence on the market in recent years. Apple and Samsung remain dominant in the US, while OnePlus lags significantly behind competitors such as Motorola (owned by Lenovo) and Google.

In China, the situation is better, but here too Oppo lags behind market leaders Huawei and Apple. Negative factors include rising prices for memory and smartphones. In the second quarter, smartphone shipments in China fell by 4.3% year-on-year. A shortage of components has seriously hampered the development of budget OnePlus Nord models.

### New horizons for Realme

Realme faces changes of a different kind. As part of the changes, the company will focus its efforts on Central Europe and on selling Realme products in Scandinavian countries: Finland, Denmark, Sweden, Norway, and Iceland. It is in these countries that the company has achieved greater success, which determined the vector of further development.