(Yicai Global) Aug. 16 -- Oppo Mobile Telecommunications will unite its domestic and overseas sales and marketing operations to accelerate its expansion abroad, the Chinese handset maker announced today. 

Oppo's plan to create a global sales and marketing network will mean adjustments for nearly 1,000 employees, including those in sales, marketing and customer service departments, a company insider who wished to remain anonymous told Yicai Global. Globalization is irreversible so the faster that the restructuring is done, the quicker the firm can dominate the market, the person added.

Vice President Wu Qiang will serve as the global sales president, focusing on retail sales channels, and another VP Shen Yiren will act as the global marketing president to consider how to develop the brand, according to the Dongguan-based company. 

Chinese phonemakers have extended their competition abroad as domestic shipments have slowed in the second quarter. The global market share of Chinese handset manufacturers, including Huawei Technologies, Oppo, Vivo Communication Technology and Realme, was 42 percent in the quarter, according to consultancy Counterpoint Research.

Heavy marketing, fast-changing product lines, and competitive prices are key factors for Chinese brands to win over offshore markets, Varun Mishra, an analyst from Counterpoint, told Yicai Global. 

Oppo entered Thailand as its first foreign market in 2009 and over the decade, moved onto selling its products in more than 40 countries and regions. In May, Oppo launched Europe's first fifth-generation wireless phone Oppo Reno 5G in Switzerland.

Editor: Dou Shicong, Emmi Laine