Liu, who led OnePlus India since 2018, is credited with reviving the brand during a challenging phase.
His exit comes as the Oppo group reorganises operations, with Sky Li taking a broader leadership role.
Reports suggest possible strategy changes in India and global markets, though the company has denied scaling-down claims.
Robin Liu is now set to step down from his role as the India chief of OnePlus amid the speculation of the company’s possible exit from multiple markets. According to the reports, Liu is currently serving notice period and is said to exit by the end of March. He has reportedly moved to China, even as the company is said to be attempting to retain him.
SurveyFor the unversed, Liu joined the company in 2018 and is widely credited for stabilizing OnePlus India operations during a challenging phase when the brand faced tensions with offline retailers and risked losing ground in the market. His tenure saw a turnaround in the company’s positioning and growth, earning recognition in the industry.
Official Statement: “We thank Robin for his contributions to OnePlus India. He moves on to pursue his personal passions, and we wish him the very best for his future endeavours. OnePlus India operations continue with local strategy and business continuity ensured,” the company confirmed.
The leadership change, as per the report, comes as the broader changes happening under the Oppo group, which oversees OnePlus. The report added that the company is reorganising the global business to streamline operations and accelerate product development. Under this shift, Liu is believed to have been aligned under Sky Li, who has taken on a larger role within the group to oversee multiple subbrands.
This comes when OnePlus is believed to be recalibrating its strategy in India, which includes a renewed focus on online sales channels to manage the cost and margins. The brand has been facing competition in the premium segment, with its market share declining over the past year.
Adding on, reports have emerged around potential changes to the company’s global strategy, including a possible reduction in product offerings in certain markets. Some claims have also indicated that the company may prioritise budget and mid-range devices in India while scaling back its flagship presence in select regions. However, these reports remain unconfirmed, and company representatives have dismissed such claims as inaccurate.
We have reached out to OnePlus for an official statement and will update the story once we get it.
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Ashish Singh
Ashish Singh is the Chief Copy Editor at Digit. He's been wrangling tech jargon since 2020 (Times Internet, Jagran English '22). When not policing commas, he's likely fueling his gadget habit with coffee, strategising his next virtual race, or plotting a road trip to test the latest in-car tech. He speaks fluent Geek. View Full Profile
