After the official announcement of the integration of OPPO, the positioning of the self-proclaimed "no will" in the Euroga system has not been very clear. In particular, the digital series of OnePlus and the OPPO Find X series are often not much different in product and price positioning.
However, starting with this year's OnePlus 10 series, OnePlus's positioning has begun to be significantly biased towards gameplay and performance. Now, the trend is even more pronounced.
Recently, the OnePlus Ace series was officially announced. The configuration of the Tianji 8100 processor + 150W Super Flash Charge is consistent with the rumored OnePlus 10R. It's not hard to guess that one plus Ace is the sequel to 9R.
It is worth mentioning that OPPO launched the Ace series of game phones two years ago, but the last series stopped at the second generation.
This time, OnePlus renamed the mid-range series "Ace", in the form of "new machine old name", further clarified the positioning of OnePlus as a sub-brand of OPPO.
So some netizens ridiculed: OnePlus exchanged Hasselblad's joint name for Ace.
It is not difficult to see the embarrassing situation of one of them after returning to OPPO.
Did the game save OnePlus?
In February 2022, Li Jie, head of OnePlus China, said in an internal letter that the direction of OnePlus's 2022 progress from "performance flagship + video" to "performance flagship + game" will focus more on the gaming experience.
In June last year, Liu Zuohu officially announced the return of OnePlus to OPPO, and the OnePlus 9R released two months ago has been optimized for the game. The OnePlus 10 Pro released earlier this year was also designated as the designated machine for the two major mobile games of "Peace Elite" and "League of Legends".
OnePlus is consolidating its positioning as a "game phone" step by step, and has initially shown a posture of "latecomers on top".
OnePlus did not choose a number of professional game phones such as the front "hard" Black Shark, Savior, and Red Devil, but maintained the original rhythm while taking into account the performance of the game.
Hasselblad's blessing will also become a highlight of the difference between OnePlus mobile phones and other game phones, after all, performance phones with cameras are rare.
Now the target users of OnePlus are also very clear, that is, those who like to play games, and like to take pictures, and pursue a certain sense of quality. For these users, the appearance of the mobile phone does not need to be too windy, the mobile phone function has no shortcomings, and it can highlight the performance of the game.
Li Jie, president of OnePlus China, also said that the OnePlus Ace series will develop products around games and fashion.
Therefore, from a comprehensive point of view, the purpose of OnePlus to do game mobile phones is not to get a piece of the professional game mobile phone market in the Red Sea, but to find a suitable position in OPPO's own product line and attract pan-game users.
Focusing on the game experience is a differentiated choice of OnePlus, and it is also a move that OPPO must be accurate.
Or can't escape internal attrition?
Before the return of OnePlus, OPPO had four product lines, namely the high-end Find X series, the mid-range Reno series and the low-end A and K series, in addition to the sub-brand realme.
After OnePlus announced its return to OPPO last year, OnePlus' original high-end positioning conflicted with the OPPO Find series, not only the selling points of the new machine were easy to disperse, but also inevitably there would be a situation of "one mountain and no two tigers".
OPPO wants to use the Find series to rush the high end, and oneplus' digital series is still an inevitable competitor, and the target users of the two still overlap. In order to avoid mutual involution with the Find flagship, OnePlus positioned itself as the missing link of OPPO - the game phone, replacing the position of the original Ace series.
But then, OnePlus, which focuses on the gaming experience, collides with realme again. Judging from the exposed configuration, in addition to the 150W "longevity version" fast charge, one plus Ace is almost a replica of the realme GT Neo3.
Also a mobile phone equipped with a Tianji 8100 processor, OnePlus Ace will be the direct opponent of the Redmi K50 and realme GT Neo3. Coincidentally, Xu Qi, president of Realme China, also said that Realme "positioning technology tide brand", and the "fashion" of the OnePlus Ace series can be said to be the same.
From this point of view, although OnePlus is different from the oppo main brand, it seems to collide with the sub-brand realme.
Perhaps what is the positioning of OnePlus, or what can be positioned, I am afraid that OnePlus and OPPO have not thought clearly.
Produced by ZAKER Technology
Text / Intern Liang Yupeng
Editor / Fan Liu