OPPO Liu Bo: Will hit the high-end market with OPPO and OnePlus "dual brand and double flagship"

Liu Bo (Courtesy of enterprise)

Beijing News Shell Financial News (reporter promised) After the return of the OnePlus brand to OPPO, the positioning began to be clear. At the OPPO autumn press conference held on the evening of September 16, Liu Bo, vice president of OPPO and president of China, announced that in terms of architecture, OPPO and the oneplug team should be fully integrated to form a combination of dual brands and dual flagships, and work together to impact the high-end market.

OnePlus mobile phone is a brand founded by Liu Zuohu, a former OPPO executive, since its establishment in 2013, while sharing production and supply systems with OPPO, it has maintained a high degree of independence in the brand. OnePlus mobile phones have always focused on design and experience, winning the recognition of some users in the high-end market. However, from the perspective of market share, OnePlus has always been a niche brand and lacks action in the mainstream market.

With liu Zuohu's return to OPPO and the replacement of OnePlus mobile phones with OPPO's mainstream ColorOS system, OnePlus mobile phones finally returned to OPPO's embrace in the middle of this year. In addition to the delay in "breaking the circle" of OnePlus itself, OPPO itself also urgently needs a new card to impact the high-end market. The reputation accumulated by OnePlus in the high-end market may be the resource that OPPO values.

In 2021, Huawei's retreat in the mobile phone market has brought new opportunities for other manufacturers to compete in the high-end market. However, according to the latest report released by market research agency Counterpoint, in the second quarter of this year, in the high-end market of more than $800 (about 5144 yuan), Apple won 75% of the share with the iPhone 12 Pro/Pro Max model alone, an increase of 21% year-on-year. This shows that the high-end market left by Huawei is mainly eaten by Apple, and domestic mobile phone manufacturers are not going well on the way to impacting the high-end market.

After the return of OnePlus, OPPO has two flagship series of Find X and OnePlus, and the product portfolio that has impacted the high-end market has greater flexibility. However, returning to OPPO's OnePlus, while making good use of OPPO's channels and publicity advantages, how to retain the design and experience advantages that originally gained reputation has also become a problem that needs to be carefully weighed, otherwise it may become a "nother OPPO mobile phone".

Beijing News shell financial reporter Xu Promised editor Song Yuting proofreader Li Ming