OPPO please come to Jiang Wen? Yes, OPPO please go to Jiang Wen.
Jiang Wen put forward a mobile phone photo requirement for OPPO: no matter how big it is, it can be photographed clearly, and the taste of black and white must be photographed.
Such a mobile phone is idealized.
Jiang Wen did not directly comment on find X3, but put the color grading style of his two film works into the Find X3 mobile phone, one is the retro of "Sunny Day", and the other is the black and white of "The Devil is Coming".
The OPPO Find series of advertising films is always not like advertising, hiding a bit of artistic pursuit in it.
In 2011, the OPPO Find series was launched, with international superstar Leonardo DiCaprio starring in the "Find Me" commercial. At that time, it was a new thing to make advertisements into a movie form, and the film spread throughout the streets and alleys, and Find became a hit. No one can forget the flagship product with the highest price in this domestic mobile phone.
Since the birth of Find, OPPO's high-end flagship series has gone through a decade.
At this time and another time, ten years ago, domestic smart phones just emerged, China Cool Union four divided into one place, OPPO, vivo and millet just began to tinker with smart machines, the market is chaotic, up to thousands of mobile phone manufacturers can fight. Nowadays, the big wave is sand and sand, the Matthew effect is prominent, the overall atmosphere has become a climate, and technology, brand and ecology are indispensable. Each family is gearing up and getting ready to do a big job.
The first generation of Find is the debut of OPPO smartphones, which launched OPPO's flagship brand and paved the first opportunity for OPPO to impact the high-end. From 2015 to 2016, the R series grew rapidly, creating a sales myth, and OPPO was once the king in the Chinese market. But because of the contradiction between idealism and business pursuits, Find stopped for four years.
After ten years of dormancy, OPPO sacrificed the Find X3 set, and the idealist finally waited for a second opportunity to hit the high end.
In 2007, Jobs repeated "an iPod, a phone, and internet communicator" twice, accompanied by laughter and sporadic applause from the audience, and the iPhone that changed the era of smartphones was born.
A year later, HTC introduced the HTC Dream (G1), the first smartphone to feature Android. At this time, another company that is still doing functional machines is also preparing smart machines - OPPO's transformation to smart machines is very rapid, and it is the first batch of companies in China to reserve smart phones.
"After HTC's machine came out, everyone thought Android was the future, so we cut to Android." Zhang Gong, an imaging engineer, joined the company in 2008 just in time for OPPO to start a function machine. Previously, OPPO was still focusing on DVD, MP3 and other products.
For any company, smart phones are a new field, and everyone is with a passion and ideals, opening up the wilderness towards the industry. Although OPPO has not shouted any slogans, within the company, "not willing to be a mediocre brand" is the consensus of everyone who makes mobile phones.
OPPO made a great determination, find the first generation of the team of nearly 200 people, two or three years to do only this one project. Everyone has high hopes for the product, and various departments want to give their ideas to the mobile phone.
Find the first generation launched, OPPO invited the little plum, played a special agent looking for a target, full of mystery advertising film is very successful, OPPO suddenly became famous, from others to the front of the stage. However, the sales of the Find are not satisfactory, and the overly idealized Find X903 has a double-layer sliding design, and the thick and heavy metal body makes it a brick machine, which is criticized. Chen Mingyong, founder and CEO of OPPO, later admitted that "in fact, it should not be a slide."
Zhang Gong recalled the scene at that time, saying: "Everyone wants to put themselves on the project, such as putting a keyboard, but also adding a lot of functions, the project to carry too much content, become very bloated." ”
Find, whose name comes from Liu Lie, the current president of OPPO Global Marketing and CMO in China, believes that "Find" can give smartphones the temperament to explore the unknown. X903 is just the beginning of OPPO's long march to do smart phones, the team continues to develop Find series products, a variety of black technology blessing, OPPO has launched Find 3, Finder, Find 5 and Find 7. Although it has gone through several twists and turns, Find's high-end image in the Chinese smartphone market has a certain recognition and has accumulated many loyal fans.
"Charging five minutes call for two hours", Find 7 equipped with VOOC flash charging technology is almost revolutionary, the fast charging technology on the market is a high-voltage low-current solution, and OPPO pays more attention to efficiency safety and heat control, but it has engaged in a low-voltage and high-current. Later, the Find 7 advertising slogans spread all over the country, and mobile phones sold better and better.
As the business grew bigger and bigger, the R series, another mid-to-high-end product line opened by OPPO, began to emerge.
The goddess of destiny will always take care of people with ideals. In the darkness, Little Plum and OPPO share sorrow and joy. In 2016, Little Plum won the Academy Award for Best Actor for her outstanding performance in "The Revenant", ending 22 years of Oscar marathon accompaniment.
On the other hand, oppo mobile phone ushered in its first peak moment, idealism was illuminated by reality, ushering in the opportunity to impact higher goals.
After the R7 series began to explode, the OPPO R9 series surpassed the iPhone to set a record for smartphone sales in China. According to the data, the cumulative sales of the OPPO R9 series exceeded 20 million units, and more than 7 million units in 88 days, becoming the best-selling mobile phone single in history. Driven by this, OPPO mobile phone sales reached 99.4 million units in 2016, an increase of 132.9% year-on-year, ranking first in the Chinese market.
The OPPO R9 series succeeded, but someone noticed that oppo Find was missing. Since Find 7 in 2014, OPPO has not updated this flagship product line.
Businesses, like people, have limited resources and limited energy. The R series took away most of the resources that OPPO made the product, and the commercial success overshadowed The Find, which continued to develop but made difficult progress. The spirit of Find is "exploration", that is, to find the direction of the future. On a commercial product, the pursuit of ideals contradicts it.
"It's a shame that Find 9 didn't do it." Zhang Gong said, "There are many reasons, first, everyone's requirements for Find are too high; second, in the overall business environment in 2014, everyone is discussing how to survive." ”
In 2014, China's smart market shifted from 3G to 4G, and the market went through a reshuffle period. It was during this period that OPPO changed its strategy, focusing on the R series to attack the high-end price segment, starting from the R7 series, and only then did the R9 series create history and seize market share.
The outbreak of the R7 series is not a simple quantitative change to a qualitative change, it is another projection of the spirit of Find, and the success and technical exploration of the early stage of Find paved the way for the R series. The core VOOC flash charge feature on the R7 series is derived from the Find 7. VOOC flash charge can fill the phone in a very short time, solving the battery life problem of 4G mobile phone headaches.
In addition to flash charging, OPPO mobile phones are also known for their camera function. Among them, as the thinnest and lightest product in the history of Find, the 6.65mm fuselage poses a great challenge to the camera module.
Wang Mingzhu, general manager of Sunny Optoelectronics, said: "Finder was the thinnest mobile phone in the world at that time, and the 6.65mm fuselage required our camera module to be 4.15mm. It's a tough one, but we're willing to push the envelope with Find. "Because Shunyu agreed to OPPO's appeal, he sometimes forced the product team and technical team to achieve the goal.
After finder, the industry began to make a thin trend, and Shunyu's 4.15mm standard was applied on a large scale.
Sony's camera sensors officially entered the Chinese market in 2012, and OPPO is its top three customers. Both sides have a pursuit of high-end flagships, so Sony has always had the habit of customizing sensors for the OPPO Find series. The R Series also received Sensor Support from Sony, such as the R9's IMX389 Custom Sensor, the R15's IMX519 Custom Sensor, and a 1/2.6-inch outsole, which improves its ability to shoot at night.
In terms of image technology applications, OPPO has accumulated a lot of experience, but due to such high requirements, Find 9 has been unable to do it for a long time. When choosing to do dual shooting, Zhang Gong also had a great disagreement with the team because of the choice of 5 million pixels or 8 million pixels for the secondary camera.
OPPO's harsh requirements for products are comparable to Apple's. Product manager Li Jie even thinks that everyone has a spiritual cleanliness for the Find project and does not do it if it does not meet the requirements.
In fact, OPPO originally had a first-mover advantage, anticipating the imaging technology trends of the mobile phone industry for 5 years in advance, such as 12 million pixels and ultra-large bottom sensors in 2015, and 5x optical zoom in 2017, but Find 9 delayed time because of one unsatisfactory solution after another, missing the excellent window period.
The Find series is the origin of OPPO's high-end road, and the growth of this series can be said to be the essence of OPPO's past exploration of technology and high-end markets. Although there are regrets, it is a valuable asset for the later restart of the Find project.
There is a saying within OPPO, "We tend to overestimate the changes that a person makes in the short term, but underestimate the changes that a person makes in the long term."
Success is often common, in the eyes of outsiders, Jobs has extreme paranoia, but it is precisely this paranoia that gives birth to great ideas, creating one classic electronic product after another, and supporting Jobs's idealism.
OPPO is a typical idealist who has high hopes for Find: both the innovation life cycle is long enough, but also the high-end positioning, and the commercial aspect also needs corresponding gains.
Following the restart of the Find X project in 2018, OPPO learned from the experience of the previous two generations of Find X. In 2021, the OPPO Find X3 series is available. Liu Lie said that the Find X3 is OPPO's decade-long ideal.
Why is there so much emphasis on "ideals"? Zhang Jialiang, the father of OPPO flash charging, once said that if the persistence of doing flash charging projects at that time was a little less, and the ideal was a little less, perhaps there would be no universal flash charging technology now.
When I first did flash charging technology, no one could have imagined that it would be so popular today. One persistence and story after another has added bricks and tiles to today's success.
Li Yingming, general manager of OPPO Find product line, holds the Find X3 Pro in his hand, which means a lot: "OPPO makes products, don't overestimate the sense of gap or progress brought by each generation of products, but we want to do it from generation to generation." When you look back, the next Find decade is full of stories. ”
OPPO Find X3 actually adds some radical ideas, such as the bulge of the camera part, which hides 4 patents behind it, and the futuristic feeling conveyed by the complex curve is unique in the industry. Another example is the full-link color management, which is a decision that goes beyond the parameters and returns to the user experience. As a more mature flagship product, find X3 has found a balance between ideal pursuit and reality.
Li Yingming said: "High-end products care about recognition and differentiation. But we are not differentiating for the sake of differentiation, but thinking about how the user experience is different, what a daily thing to carry, what problems should be solved. ”
The application surface of full-link 10bit technology is not large today, but when all future technologies have matured, when 10bit and 12bit become the standard for future screens, then the 10bit images recorded today can still maintain extremely high definition. It won't be like the images we look at 10 years ago today, which need to be re-suppressed to reach today's clarity standards.
The process is long, but exploration can only be fed back through time. "The exploration of Find is not necessarily very high, very good, but it must be a tortuous upward process, which is the temperament of Find."
At this time, the entire smart phone industry is fully preparing for the high-end market, and the competition is no longer a single product force. From top to bottom, the supply chain, technology research and development, channel layout and ecological construction can all show the comprehensive competitiveness of the brand. Since 2012, OPPO has implemented supply chain reform, turning the previous model of simple supply chain procurement into a strategic layout model. In terms of channels, OPPO has long been an advantage.
Although the Find series has been in the middle for four years, the technical pre-research that can be done on Find can be used by OPPO. Liu Bo, vice president of OPPO and vice president of China, said: "Our technology accumulation in previous years will be fed back into the core technology of Find X3. ”
At present, OPPO has 6 research institutes and 5 R&D centers around the world, focusing on exploring cutting-edge technology and technology commercialization. According to a report published by the global patent database incoPat, as of December 31, 2020, OPPO ranked second with 3,580 invention patents granted among the top 20 corporate patentees (without rights holder consolidation). Oppo relies on technology research and development, and has successfully stuck in the market for many times, and tracks such as flash charging, 5G, and the future form of smart machines are ranked in the front row.
OPPO Find X3 is the culmination of OPPO, with more than 100 patents on the body and more than 94 patents for images alone. Liu Bo set the goal of "the most sold generation in the history of Find" for the Find X3 series: "I hope oppo can become the third brand in the market of more than $600 in the future." ”
According to the latest report released by market research institute Counterpoint Research, oppo's share of the Chinese market reached 21% in January this year, ranking first. After a four-year absence, OPPO once again became China's number one smartphone manufacturer.
The idealist OPPO has ushered in a second chance to hit the high end.