At 10:00 a.m. on April 14, Li Jie, president of OnePlus China, posted a long article on his personal Weibo, officially introducing the new product series that OnePlus will launch in China: OnePlus Ace. He said in the article that the Ace series is a performance trump card created for players who will not be ready, but also takes into account the sense of quality design, bringing hardcore technology and fast and stable game entertainment that is not degraded to more users.
The image is taken from @LiJie Louis Weibo
01 Only do boutique will not open up a brand new track on OnePlus
When it comes to OnePlus, I believe that users who have some understanding of the mobile phone market will associate several keywords: "boutique strategy", "only do flagship", or "not will be". From the one plus 1 that came out of the sky, the keyword of the one plus digital flagship "suit thug" has been implemented so far, and the pursuit of excellence has not compromised, and each mobile phone has accurately stuck to the needs of users, bringing users a high-quality scientific and technological experience. At that time, the positioning of "only polishing one flagship a year" also accurately grasped the high standard of user completion of mobile phones, and became the dream machine of geeks.
OnePlus has a stable user base around the world
In early 2022, OnePlus released the latest product in the digital flagship series: the OnePlus 10 Pro. This machine is not only equipped with a new generation of Snapdragon 8 mobile platform + LPDDR5 + UFS3.1 flagship iron triangle, but also attaches great importance to the user's game experience, developed and built-in HyperBoost full-link game frame stabilization technology, O-Sync overclocking response function, three-dimensional space cooling system and other personalized configurations, brought ten breakthroughs at one time, once again showed the R & D and polishing strength of the OnePlus team "will not be", for the hardcore game refueling to create a dream machine.
Top 10 breakthroughs of the OnePlus 10 Pro
On the occasion of the release of the Ace, @Li Jie Louis said in a long post: "We found that there are many users who hope to have a mobile phone with high appearance, reliable quality and outstanding performance, which can meet the needs of game scenes and meet the daily scenes such as taking pictures." It can be seen that this time, OnePlus listened carefully to the voices of the cheerers, delegated the experience of digital flagship high-end products to the Ace series, and expanded the price of the domestic series product line.
In overseas markets, OnePlus has launched a Test Water End Market of the Nord series, which is priced at about 2,000 yuan, and the sales data is quite ideal (by the end of 2021, it has exceeded 10 million units), and each model has been sold out rapidly in India, the United Kingdom and other markets. There are many refueling people have also asked why OnePlus has only launched a flagship series of products in China, in fact, the mid-range model market competition is very fierce, dozens of domestic mobile phone manufacturers are using machine sea tactics to greatly expand the audience of users, market scale, while fighting a price war, so that users are accustomed to the high cost performance of mobile phones. OnePlus is small before it is fully integrated with OPPO, and it needs to rely on boutique strategies and "not will" product quality to get the recognition and support of the refueling people, and each step needs to be very cautious.
In 2019, China's high-end price segment smartphone market share online channels are second only to Huawei and vivo
At the end of 2021, OPPO officially announced that the OnePlus brand will officially return to the OPPO family in 2021. Li Jie also explained the meaning of this decision to the cheerers in a long article: "OnePlus and OPPO have carried out a comprehensive integration, and can rely on OPPO's strong resources in research and development, supply chain, manufacturing, channels, services and other aspects. OPPO has the world's top manufacturing equipment and the most stringent quality control management, and each link of production has multiple quality inspection processes and corresponding inspection mechanisms. ”
In this way, as the second series after the return, the birth of the OnePlus Ace series can indeed make up for the gap in the mid-range market of OnePlus, and bring the game experience of not being downgraded to all users by launching such a beautiful performance trump card equipped with hardcore performance technology.
02 OnePlus Ace brings ace performance Flash charging experience is full of firepower
Talking about the background of so many OnePlus Aces, we may wish to first look at the configuration of Weibo blogger exposure:
If the exposure is correct, the OnePlus Ace will use the previous 2022 WWDC official announcement of the OnePlus Longevity Edition 150W fast charging technology, equipped with the outstanding performance of the Tianji 8100 flagship 5G chip, the main camera using IMX766, the back cover design is polished exquisite, full of texture. The most eye-catching of these configurations is of course the 150W longevity version of the fast charge + Tianji 8100 fast charge game combination, although the positioning is similar to OPPO Ace, but the series is obviously not completely copied, for two reasons:
First, the main users of the OnePlus Ace are still "not going to be" cheers. Li Jie made it clear in the long article that the OnePlus Ace is a performance ace created for players who will not be ready, and the "suit thug" attribute with outstanding appearance and superior performance has always been one of the core selling points of OnePlus's mobile phones. In the many market research released by OnePlus before, many refueling have said that it is difficult to see a product that takes into account the design and game experience on the market, and the launch of the OnePlus Ace is to make up for this gap and provide product choices for different price points for refueling.
The second is also mentioned earlier, one plus in the full integration with OPPO, obtained the establishment of a new product line of surplus, the previous two OPPO Ace due to its excellent flash charge, game configuration has gained a certain fan base, Ace ace the meaning is also relatively easy to be recognized by users, a plus Ace series can take this to harvest more users, and through the use of the most cutting-edge flash charging, game technology, heat dissipation, performance of the configuration to complete the original Ace series beyond.
Li Jie also made it clear in the long article that OnePlus' digital flagship series will continue to anchor the high-end market and create an "elegant and powerful performance flagship" to bring the most extreme performance experience and advanced texture design; and the Ace series, we will create a "performance trump card with beauty and material", bringing hardcore technology and fast and stable game entertainment that is not degraded to more users, and the two series have a clear distinction in pricing and configuration, and do not interfere with each other.
03 The domestic mobile phone market is gradually red sea one plus Ace how to forge ahead
With 5G technology reaching the commercial level, 2020 should have been a year of vigorous development of the domestic mobile phone market, but due to the global economic downturn due to the epidemic, global mobile phone shipments have faced a huge decline of nearly 20%. With the easing of the epidemic, the replacement demand of users has gradually recovered. At the beginning of this year, the China Academy of Information and Communications Technology released the 2021 domestic mobile phone market operation analysis report, which shows that the total shipments of domestic mobile phones and the shipments of domestic manufacturers increased by 13.9% and 12.6% respectively compared with last year.
Domestic mobile phone shipments in 2015-2021 (source from China Academy of Information and Communications Technology)
While the mobile phone market is gradually picking up, the soC field of high-end mobile phones that has been monopolized by Qualcomm Snapdragon in recent years has also been challenged: from the end of 2021 to the beginning of 2022, MediaTek officially released two flagship combinations that have impacted the high-end market: Tianji 9000 5G processors and Tianji 8000 5G processors. Previously, Android's high-end flagship SoC was almost only Available for Manufacturers to choose from, coupled with the current situation of the previous lack of cores in the market, these two chips were naturally given public expectations.
After the first models equipped with these two chips were launched, they achieved great success with excellent quality. The Tianji 8100 chip rumored to be equipped with a plus Ace not only can easily reach the level of the top flagship of 21 years, the overall energy consumption ratio is more excellent, and the pricing has more space, which is indeed in line with the description of the "material performance trump card" in the long article, and the product tone of one plus consistent performance pioneer.
Tianji 8100 5G processor
Due to the gradual recovery of supply chains and raw materials, many mobile phone manufacturers have also lowered the pricing of their mobile phones in an attempt to expand their market share in China. Apple released the iPhone 13 last year the full price of the whole series of exploration 300 yuan, and at the beginning of this year launched the iPhone SE3 equipped with A15, once again forced the mid-range market, friends recently released the Redmi K50, iQOO Neo6 and other series are also aimed at the low price, at this time the release of a plus Ace should be a strong confidence in their own product strength, but also grasped this year's mobile phone trends.
The reason why a high-end flagship model is called a flagship, not only the configuration should be rich and comprehensive, the texture and brand tone contained in the product as a whole are also indispensable, in this regard, OnePlus will do a very "not will", I believe that the release of a plus Ace can also inherit the excellent genes of the digital flagship series, becoming a good performance trump card, worth looking forward to.
04 Summary
Judging from this long article released by Li Jie, president of OnePlus China, this OnePlus Ace is clearly positioned, providing different price point options while also bringing the most cutting-edge hard-core performance technology to meet daily needs, and has a sense of quality design to empower a machine to create a "performance trump card with beautiful materials". Let's look forward to the official release of this flagship, and we will not see each other on April 21st.
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