"After being merged into OPPO, can OnePlus continue to bring surprises?"
This is a problem that has been hovering over the head since the return of OnePlus mobile phones to OPPO in June 2021.
In an interview at the beginning of last year, when Li Jie, president of OnePlus, was asked about this issue, he confessed: "I haven't completely thought about it yet."
According to the data and ranking of China's mobile phone market released by Counterpoint in 2021, domestic leading manufacturers such as vivo, OPPO, Apple, Xiaomi and Honor have a 96% market share, which means that other brands only have a measly 4% market share.
Although the OnePlus brand has accumulated excellent user reputation in the past and released generations of products, it is still a niche brand in terms of sales. You must know that in the smartphone market, the Asura field that does not advance or retreat, there is no "small but beautiful" living space.
With the advent of the Internet era, the competition in the market has evolved from a simple "winner takes all" to "the strong will always be strong". For a niche brand like OnePlus, in order to survive in the fierce market competition for a long time, it is necessary to show a more proactive attitude, explore opportunities, and further expand and strengthen the brand.
Specifically, OnePlus can increase investment in product research and development, improve product performance and quality, and continuously optimize and improve user experience; In terms of marketing, targeted advertising content and promotional activities can be launched for different user groups to enhance brand awareness and user stickiness.
However, while friendly businessmen are preparing for 618 promotional activities recently, Li Jie publicly criticized the products of friendly companies, claiming that "the product is insufficient, even if the price is reduced, it is useless", and said that OnePlus mobile phones adopt the ultimate product + ultimate cost-effective strategy, and old users do not have to worry about being backstabbed.
What is ridiculous is that not long after, the OnePlus mobile phone official conveniently released a price reduction message and directly hit Li Jie in the face. Suddenly there was an uproar in the digital circle, why did you announce a price reduction many times in a short period of time, and did not directly drop 400 in one step?
The only reasonable explanation for OnePlus' bizarre operation may be that 618 sales have not met the company's internal expectations. As can be seen from a certain east ranking, the top five are all taken by Redmi and iQOO, and the championship is won by Redmi K60, a competitor of OnePlus Ace2.
In my opinion, the only flagship, not the onePlus has long disappeared in the mobile phone market, the new OnePlus needs to change the current marketing strategy, and make achievements to prove its value to OPPO, otherwise it can only be "marginalized".
Can today's OnePlus still make waves in the mobile phone circle? Perhaps time will tell.