On January 11, at the oneplus mobile phone conference, Liu Zuohu, founder of OnePlus, revealed that in 2021, the global mobile phone shipments of OnePlus exceeded 10 million units for the first time. Liu Zuohu said, "As a mobile phone brand that mainly focuses on the high-end market, breaking through 10 million sales is also a small goal. ”
OnePlus, OPPO resource sharing, dislocation development
Liu Zuohu also said that nearly 1,000 OPPO after-sales outlets across the country have been officially opened to OnePlus users, and the outlets cover more than 90% of the prefecture-level cities in the country, not only providing after-sales service for OnePlus users, but also planning exclusive refueling days and other activities. In June last year, Liu Zuohu issued an internal letter saying that OnePlus mobile phones and OPPO teams will be fully integrated, and OnePlus will become an independent brand of OPPO.
In addition to resource sharing such as channels and after-sales services, the connection between OnePlus and OPPO is also getting closer and closer. Liu Zuohu recently announced through Weibo that Li Jie will serve as the president of OnePlus China, take full responsibility for the Business in China, and will focus more on product research and development.
According to public information, Li Jie joined OPPO in 2010 and has been responsible for Find series product planning, product roadmap planning, hardware strategic planning, and OPPO China strategic planning and product roadmap since 2013. Since September 2021, Li Jie has also served as the head of user operations of OPPO China. During his 11 years at OPPO, Li Jie created explosive products such as the Find7 flagship and the R series, which sold more than 20 million units per model.
In an interview with the Southern Metropolis Daily and other media, Li Jie said that regarding the integration of OnePlus and OPPO, in addition to OPPO's after-sales system will be opened to OnePlus, the shipment volume of 200 million yuan of The Oujia Group (OPPO, the parent company of OnePlus) has a relatively good right to speak on the supply side, and OnePlus will get guarantee support in the supply chain. In addition, OnePlus will receive technical support from oppo Research Institute and more than 10,000 engineers of OGA Group, "New technologies may also appear in OnePlus products in the future." ”
However, Li Jie also stressed that the two brands of OnePlus and OPPO will make distinctions in appearance, selection, products and other aspects for customer groups in different markets. For example, in terms of channels, OnePlus can copy OPPO's management system and resources, which is conducive to onepl's control of the benefits and costs of channels. "But there will be no 1:1 copy of the channel, because the user population is different, and there will be a distinction between user portraits, language styles, channels, and brand tones."
Li Jie, President of OnePlus China
Why choose a game track
It is worth noting that Li Jie believes that the mobile phone industry is now in the middle and back end of the industry life cycle. There are several characteristics during this period, one is the pursuit of efficiency, to provide more efficient products. The second is that experience is king. Third, we need to seek market segmentation and differentiation. It also said that the future main hit of the OnePlus series is "young people who love to play games and chase performance."
Nandu reporter noted that at the press conference on January 11, OnePlus released the game technology for the first time - HyperBoost full-link game frame stabilization technology. According to the official instructions, the technology is a joint global four R & D bases of OnePlus, which took 2 years to develop and build. Through the three core technologies of graphics heterogeneity, GPA limit frame stabilization, and O-Sync overclocking response, the game is smoother, the frame stabilization is more durable, and the response is faster. At the meeting, OnePlus announced that the new machine OnePlus 10 Pro became the designated machine for the 2022 League of Legends Mobile Game Professional League and the 2022 PEL Peace Elite Professional League.
Li Jie told Nandu reporters in the interview that the choice of the game track is because in recent years, OnePlus has been on the screen, the image direction has broken through, and the game is a gripper that can reflect the performance of mobile phones. For the first time to enter the game track, Li Jie believes that the game is now a very important scene, put the performance under the scene of the game as a carrier, and fully integrate the software and hardware technology of OnePlus and the previous technology to present users with different products and experiences. "We have the Academy Technology Bonus, but also have the resources and certifications of the two top game IP of League of Legends and Peace Elite. Whether it's technology, supply chains or markets, they're big enough. This part of the user in the stock market has the opportunity to grasp, and what we have to do is to provide products and services around this part of the people. ”
In addition, Li Jie also revealed that OnePlus will add a mid-range product line, targeting consumers who pursue performance and game experience, with a price range of 2,000 yuan to 3,000 yuan. "We will not do products below 2,000 yuan, we will do a performance flagship with a particularly good game experience, but not a pure game phone."
Written by: Nandu reporter Kong Xueshao