I think OPPO is just reacting to market realities, and adjusting their priorities accordingly.
I strongly suspect the return on investment (ROI) for the players pales in comparison to their mobile phone operations, which are extremely popular outside of North America, in particular the Brazil / Russia / India / China market (aka BRIC) and other lower tier economies worldwide. Many people here don't even know OPPO is a mobile phone company. That doesn't mean that OPPO wasn't making money on players ... I have no idea if they were or were not.
But it means a dollar invested in one category of consumer appliances pays a higher dividend (in the generic sense, that is, more profit in some way) than in another. And if they intend to invest their money in one market segment that has higher potential for company growth and success overall, and when taking into consideration that dollars are limited regardless of how successful a company is, it's perfectly understandable to me, regardless of whether I like it or not. It's simply not my decision to make.
I would not be the least bit surprised to see OPPO enter the North American / EU phone market in the future, especially with the scrutiny and restrictions being placed today on China-based competitors, making a hole in the market that will be filled by someone, regardless.