Electronics manufacturer OnePlus has closed its retail stores in Beijing and Shanghai.

This goes against the trend, with rivals such as its parent Oppo, Huawei, Vivo and Xiaomi gradually adding retail outlets across China.

A OnePlus official says the company has closed the stores as it tries to better deploy its “limited” internal resources. The company’s products include smartphones, headphones, power banks and other accessories.

The official says the company has been continually changing its business plans, and investing in its major products. “This is absorbing far more resources than expected, so it was necessary to make this cut to be able to ensure quality standards in developing product software.”