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1973 Mobile Phone Hall | Digital culture
Mobile phone history Future development
In-depth good article Comprehensive and detailed
The person in charge of OPPO mobile phone is Chen Mingyong, born on July 3, 1969 in Wanyuan City, Sichuan Province, to a family of craftsmen.
In 1992, Chen Mingyong graduated from the Department of Information and Electronic Engineering of Zhejiang University, at this time Duan Yongping has sold Xiaobawang everywhere, Chen Mingyong joined Xiaobawang after graduation, after working for three years, with Duan Yongping to create backgammon, in BBK responsible for audiovisual business - that is, VCD, DVD, tape recorder and other products.
At the beginning of 1999, with the continuous expansion of BBK's business, Duan Yongping restructured the company and established the three major businesses into three independent companies.
They are Huang Yihe (retired, succeeded by Jin Zhijiang) BBK Education Electronics, Chen Mingyong's BBK Audiovisual Electronics, and Shen Wei's BBK Communication Technology.
There is another background that is also the reason for the establishment of a new brand by BBK, when the Chinese player market was prosperous, and there were manufacturers such as BBK, Xianke, Aiduo, Wanlida, Xinke, TCL, Hisense and so on.
However, the core patents and technical standards of DVDs are all mastered by foreign enterprises, and the core components are imported from abroad. In 1995, Philips, Sony, Toshiba and other companies unified the two standard specifications under the impetus of IBM, forming the first generation of DVD standard specifications.
After the large-scale industrialization of DVDs, China gradually became the largest producer and exporter of DVDs, accounting for 90% of the world's output.
At the end of 1998, Philips, Sony and Pioneer formed the 3C Patent Alliance (later joined by LG). In 1999, Toshiba, Mitsubishi, Hitachi, Panasonic, JVC, and Time Warner formed the 6C Patent Alliance (later joined by IBM).
Around 2000, these patent alliances began to carry out "DVD joint licensing" to DVD companies around the world, including Chinese companies, and all DVD manufacturers in the world must purchase patent licenses, otherwise it is infringement.
On behalf of Chinese enterprises, the China Electronic Audio Industry Association negotiated with the Patent Alliance for more than two years, and the final agreement was signed: for every DVD exported by China, it needs to:
Payment of $4 royalties to the 6C Union
$5 royalties to the 3C Union
Pay 2% of the selling price to Thomson Company (minimum $2)
Payment of $1 royalty to Dolby Corporation
Payment of $4 royalties to MPEG-LA
A total of $16 in royalties is paid for 1 DVD, and due to the fierce competition in the market, dvd prices continue to decline and profits become lower.
In this case, BBK wants to change its positioning of selling only low-end digital products and launch with a new brand image.
So in 2001, BBK split the equity, set up three relatively independent companies, under the leadership of chairman Duan Yongping, invested 30 million yuan to establish the OPPO brand, and later Chen Mingyong took over the OPPO brand and became the CEO of OPPO.
In 2019, the 15th anniversary of the establishment of OPPO, the official Weibo recalled the story of the birth of OPPO at that time:
From 2000 to 2001, we thought of doing international brands, going out of China and facing the world. It took two or three years to find a combination of letters with a positive meaning, and to get the domain name, and to prepare for it for three years.
In 2001, a Professional European Company was hired to conduct naming work, and for the next three years, he has been doing speech testing, semantic testing and registration worldwide.
The test found that in more than 100 countries and regions around the world, the pronunciation of OPPO does not have any bad semantics, and the four letters of "OPPO" were determined from the end of 2003 to the beginning of 2004.
Many people ask OPPO what it means, but in fact, there is no special meaning, just to make a global brand.
On April 11, 2003, Dongguan Shengming Electronics Co., Ltd. was registered, BBK Audiovisual Company was closed, and hundreds of former BBK Audiovisual employees joined the company, and OPPO's initial product was LCD TV.
Around 2006, Chen Mingyong terminated OPPO's attempt at the LCD TV project, saying that the project had no losses, "spent a hundred million, and earned back on export sales."
In 2004, OPPO set up OPPO Digital in Silicon Valley, California, USA, specializing in the production of professional high-definition DVD players and other types of digital audio-visual products, with the dvd industry technology updates, DVD has stopped production.
Since 2008, OPPO has successively launched a blu-ray series of players, which have received a good response in the US market and the world, and have been named "hall-level performance of the all-round player".
It is no exaggeration to say that oppo Blu-ray players are symbols of high-end and quality in the United States, just like DJI drones in the United States, and Sony in China.
The person responsible for selling Blu-ray players in the United States and serving as the general manager of OPPO Blu-ray Business Unit was named Liu Zuohu, who later became the founder of OnePlus mobile phones, but everyone used to call him "Zhang Zong".
In 2018, OPPO Digital announced that from April 2, it will gradually stop manufacturing new products including PM series headphones, DVDs, Blu-ray and 4K ultra-high-definition discs until the inventory is sold out, and then the OPPO player business that has gone through 14 years is over.
<h1 class="pgc-h-arrow-right" > gradually transform mobile phones</h1>
In addition to DVD and Blu-ray players, OPPO has also launched MP3 and MP4 with the accumulation of backgammon in music products.
In 2005, OPPO launched its first MP3, oppo X3, which adopted a shell shape. In 2006, OPPO launched the first MP4 product, and then launched the X9, which was known as "the real opening work of domestic MP3."
At that time, the X9 subway encounter advertisement left too many memories, the background music is "My Musical Dream", if you are not impressed, open the mobile phone search, a look will know.
In 2019, OPPO launched true wireless headphones and reproduced this advertisement.
Seeing this, you all know that the original intention of the OPPO brand is not to make mobile phones, but to develop new brands and new businesses, so what is the source of mobile phones?
In September 2006, Chen Mingyong received a foreign partner in his office, and when talking about the difference between Chinese brands and overseas brands, he said:
"Our DVD products have been highly recognized overseas for their excellent quality, and Chinese brands also have good products."
Foreign partners said: "Although you say that the products of Chinese brands are good, you are still using foreign brands of mobile phones." ”
After this incident passed, Tony (Chen Mingyong) decided to buy a Chinese mobile phone, that day he walked around Huaqiang North foot for more than 5 hours, watched more than 100 mobile phones, none of which was satisfactory to himself, which made him see the real opportunity.
In April 2007, the company changed its name to Dongguan Opal Mobile Communications Co., Ltd.
In May 2008, OPPO released its first mobile phone, the A103 smiley phone, and established the OPPO Real sub-series, which is a feature phone and a music phone.
There is a cartoon smiley face on the back of the phone, commonly known as the smiley phone, A103 after the listing, has been out of stock for 5 times, the design of the smiley phone shell of Fan Xiaoyu, at that time was still a fledgling young employee, A103 is the first mobile phone he participated in the design, the smiley face design is his sudden idea when shopping, and he quickly drew it after returning home.
The advertising endorsement of the mobile phone was starred by The Korean actress Ju Zhiyan, who later filmed the OPPO snow mobile phone advertisement in 2008 and the OPPO Ulike mobile phone advertisement in 2010.
A year after the release of the smiley phone, OPPO went to the international market for the first time, and the first stop was Selected in Thailand. Responsible for leading the overseas team is Li Bingzhong, the current head of realme mobile phones.
In 2009, OPPO launched the second sub-series Ulike, U701 is the first smart phone of the OPPO Ulike series, and the "OPPOReal Music Mobile Phone" was exclusively named Hunan Satellite TV's "Happy Base Camp" column that year.
<h1 class="pgc-h-arrow-right" > Find series</h1>
In 2009, smart phones began to develop, and in September of that year, OPPO planned to launch its own smartphone.
In October 2009, the Android system was selected
In November 2009, the original parameters were published
In March 2010, Marel moved to qualcomm platform
In February 2011, X903 parameters were exposed one after another
In May 2011, X903 obtained the network access license from the Ministry of Industry and Information Technology
In June 2011, X903's Find series of ads was released, and the serial "FIND ME" starring Leonardo DiCaprio (Little Plum) began to spread on the television network.
In August 2011, OPPO released its first smartphone - OPPO X903 (Find), which is also the first domestic side-sliding Android mobile phone, oppo has also officially entered the era of smart phones.
OPPO Find (X903)
OPPO Find uses 4-inch IPS capacitive screen (provided by Hitachi), Qualcomm MSM8255 processor, 512MB+16GB, 8-megapixel camera, support WCDMA standard 3G network.
Below the screen are four standard Android function keys, the entire body is made of metal brushing, and the side-sliding full keyboard is in a four-row style with independent arrow key areas.
In 2012, OPPO's transformation in the smart phone market was not smooth, and before the Spring Festival, several engineers used the materials in their hands to save a thin and light smart phone Demo, with a thickness of less than 7 mm.
Taking advantage of the wine, they showed this prototype to the boss, and after Chen Mingyong read it, he immediately made a decision to make this machine a key model in 2012.
In February 2012, just a few days after the Spring Festival, OPPO released oppo Find3, model X905, but this is not the thin and light mobile phone mentioned above.
On June 12, 2012, OPPO released OPPO Finder in Beijing 798 Art District, using the latest OPPO Unique user interface, 1GB +12GB priced at 2498 yuan.
This is the aforementioned ultra-thin mobile phone, the body thickness of 6.65mm, there is no common 3.5mm headphone interface, Micro USB interface supports audio output, the white version is more complex in the manufacturing process, and it was postponed for two months before it was released.
On December 12, 2012, OPPO released its flagship mobile phone Find 5, model X909, 2+16GB priced at 2998 yuan.
Since 2019, consumers feel that the pace of the release of new machines by manufacturers has accelerated, and the flagship series has been updated three times a year, in fact, throughout the history of mobile phones, it is an illusion, and the speed of new machine releases has been slow, and the speed of fast is always fast.
Find 5 is the first 1080P mobile phone in mainland China, China's first 1080P mobile phone is HTC's Butterfly, coincidentally the release time is only 6 days earlier than Find5, but Find5 is the first one that can be bought in bulk.
Find5 processor is Snapdragon APQ8064, Qualcomm Snapdragon S4 Pro series, and Xiaomi 2, HTC One M7, HTC Butterfly, ZTE Grand S, nubia Z5 mini, Jiayu S1 and other mobile phones are the same processor.
On April 26, 2013, OPPO released the first public beta version of ColorOS, a system based on Android deep customization. On September 23, ColorOS 1 was launched worldwide.
In 2019, the newly designed ColorOS 6 was released, and the speaker of the conference was the visual director of Meizu Flyme, which was also complained by many users that "Flyme is presented in the way of ColorOS".
In 2020, the version of ColorOS jumped directly to 11, and OPPO said that it was to keep up with the big version of Android.
In 2013, OPPO entered the Indonesian market, and in 2014, the first overseas assembly plant was established in Indonesia, and production was officially launched in 2015.
On September 23, 2013, OPPO released the world's first rotary camera phone: OPPO N1. Samsung's D828, W579, Nokia's 3250, 5700 have similar designs.
N1 screen is 5.9 inches, Qualcomm Snapdragon APQ8064, 16mp Sony CMOS lens, 2+16GB version priced at 3498 yuan, divided into two versions, thick version supports 15x optical zoom, thin version supports 10x optical zoom.
The back of the phone is designed with a 3cm×4cm O-Touch sensing area, which can achieve four-way touch on the back, through which functions such as starting the camera, WeChat recording, and browser page turning can be realized.
OPPO is also not the first company to add a touchpad design to the back of the phone, and Motorola has played this feature.
In the camera interface of N1, the user starts the shutter after pressing the touchpad for 0.5 seconds, and the index finger can quickly take a picture with a tap on the back.
A year later, the OPPO N1 mini was updated, the size was changed to 5 inches, a new color scheme was added, and the following year it was upgraded to N3, and then this flipped selfie series disappeared into the history of mobile phones.
On March 19, 2014, OPPO released its annual flagship OPPO Find 7, which is divided into a light version and a standard version, which uses 5.5-inch 1080P/2K resolution and is equipped with a Qualcomm Snapdragon 801 processor.
Also equipped with the classic skyline breathing light, the Find 7 for the first time innovatively uses a particle light guide film, which forms a curved breathing light at the bottom of the phone by arranging 3140 light guide points on the light guide film.
For the first time, the Find 7 uses the exclusive and newly developed VOOC flash charging technology, which adopts a low-voltage and high-current solution. Achieved the fastest charging speed in the industry, after a period of exploration, OPPO will extract the "charging 5 minutes, talk 2 hours" advertising slogan to the whole country.
In 2014, OPPO smartphones sold 30 million units worldwide, compared to 13 million units in 2013, doubling sales in one year.
<h1 class="pgc-h-arrow-right" > a household name</h1>
But the real outbreak time is 2015, which is the year when OPPO mobile phones completely rushed into the field of vision of the Chinese people, became popular, and dominated offline and TV advertising.
A "charge five minutes, talk for two hours" advertising is well-known, mobile phone history can be with this advertising slogan hard, think about it is only two: waveguide and Gionee.
This advertising slogan has the participation of OPPO Shen Yiren.
Shen Yiren was born in 1988, joined the Xiaomi community after graduating from Jimei University in 2011, responsible for operations, in the second half of 2012 turned to Xiaomi market brand marketing, and joined OPPO in 2013 after being introduced.
From 2014 to 2018, Shen Yiren served as the director of OPPO's marketing planning and management department, and in 4 years, he led the marketing promotion of N3, R5, R7, R9, R11, R15, Find X and other products.
On May 20, 2015, OPPO released the R7 and R7 Plus.
R7 is equipped with MT6752, and the 3+16 is priced at 2499 yuan.
The successor R9 is equipped with MT6795, and the 3+32 is priced at 2999 yuan.
In terms of publicity, in addition to this national advertising slogan, OPPO has also launched a comprehensive three-dimensional 360-degree publicity strategy without dead angles.
First of all, the title sponsored the web drama "Notes from the Tomb Robber" starring Li Yifeng, and the whole process of interrupting the program's oral broadcast and patch resources. After that, he sponsored variety shows such as "Even Drop Song God 2", "Run Bar Brothers 2", "The Voice of China", "Extreme Challenge", "Challenger Alliance", "Idol Is Coming" and so on.
In addition, he also filmed the advertising micro-film "I Am Your ChatterIng Phone" starring Li Yifeng, and implanted Lu Han's MV "Promise".
At the same time, sports marketing was carried out, and a strategic cooperation was reached with Barca, and the planning commentator pretended to be a slip of the tongue and inserted "charging 5 minutes call for 2 hours" into the program.
There are also Didi Chuxing", "charging 5 minutes, free of orders and 2 kilometers", borrowing "007: Ghost Party" to promote "charging 5 minutes agent 2 hours" and so on. Cross-border cooperation with new york, Melbourne, Sydney fashion week, Cannes film festival, Victoria's Secret and other fashion circles.
After many years of dormancy, OPPO's R series was only a hit until R7, becoming a well-known mobile phone item in the country.
The R series became the main series of OPPO for many years, and then updated the r7s, r7s plus, as well as the r9 series, r11 series, r15 series, r17 series, offline and under the limelight.
In 2015, OPPO sales reached 50 million units, ranking eighth in the world, and the R7 series reached 15 million units.
In the market of 2000 yuan to 2999 yuan, OPPO occupies the first market share, and in 2015, OPPO's invention patent applications exceeded Huawei, second only to ZTE.
In 2016, OPPO ranked fourth in the world with 99.4 million units of shipments, and ranked second after Huawei in China. With an annual sales of 17 million units, the R9 broke the record of the best-selling iPhone in China for 4 consecutive years.
However, with the rise of Internet mobile phones, OPPO and brother VIVO have been complained about high and low prices, and have been named "factory sister" machines, but the offline market is also necessary for the profits of various channel operators.
OV's powerful channel is a resource accumulated from the BBK era, all over the first-tier to eighteen-tier cities, which is also the reason why the OV line has stood firm for many years and the sales volume is stable and guaranteed.
OPPO also released the Tian Fu Zhen Limited Edition R9s in Taiwan, named the Ripple Red Joint Edition, which is no different from the OPPO R9s New Year Customized Edition in appearance.
Tian Fuzhen has also officially become the spokesperson of OPPO in Taiwan, this mobile phone has only 1,000 units, and it is only sold in Taiwan.
Since R7, OPPO has been following up on the R series, the R9 series is the front fingerprint, r11 is the narrow forehead and narrow chin symmetrical full screen, r15 is the bangs full screen, r17 is the water drop full screen.
The way of play is still full of advertisements, all kinds of spokespersons are dizzying, and all kinds of customized versions are colorful, although many people disdain such strategies, but in business and corporate logic, there is no distinction between high and low and good, only good and good.
Take a look at these interesting custom versions (some versions, if not complete, please understand)
<h1 class="pgc-h-arrow-right" > showmanship: Find X</h1>
On June 19, 2018 (June 20, Beijing time), OPPO released Find X at the Louvre in Paris, France, and Shen Yiren introduced this product for the first time as a keynote speaker.
This is another update of the OPPO Find series after the Find7 4 years ago, this time with the slogan of the future flagship.
On June 29, OPPO Find X was officially released in Beijing, with a release time between r15 and r17, priced from 4999 yuan. 6.4-inch AMOLED display, Snapdragon 845 mobile platform, equipped with 3D structured light technology, providing 3D face recognition.
Find X's value in the mobile phone industry is worth affirming, although it has not achieved sales results, but in people's expectations of full-screen mobile phones, it gives a solution different from VIVO NEX, and also shows OPPO's strength and determination in the field of technology.
The 3D structured light module and front and rear cameras are hidden inside the fuselage, and the automatic lifting and lowering is achieved through the "dual-track periscope structure", so that the front and back are complete.
On February 16, 2019, Shen Yiren, vice president of OPPO and president of global marketing, posted on his personal Weibo "@ confident eyebrows", recalling the twists and turns of the first generation of OPPO Find X overseas releases.
The 18-year Find X Louvre launch can be said to be the most memorable mobile phone conference in this life, not only because it is the world's first mobile phone released under the glass pyramid of the Louvre main hall, but also not only because it is the pinnacle of Find's return after four years, but also because of its twists and turns.
In fact, on the first day of landing in Paris, a very bad thing happened:
We sent a few few fewer experience machines to Paris for the launch through the logistics company! Because it is a press conference machine, and it is sent through the logistics box, when we received the courier to inventory the materials, we soon found that the mobile phone was missing a few, and the thief was very careful, when stealing the mobile phone, the IMEI number sticker of the corresponding machine posted outside the logistics box was torn.
At that time, when I heard my colleague call to talk about this matter, my heart sank, and it was over. The most important secret point of this machine is the appearance, if it is exposed, what can be done! So I quickly called the police and monitored the news on various social media.
Coincidentally, on the second day or the third day of the loss of the mobile phone appeared on the black market of a mobile phone in a certain African country, because it was an unlisted model and no one understood, and was met by our partners working overseas, so they bought it back, and there was no danger to pass, and there was no accidental exposure and thank Goodness.
(Later, we analyzed that it should have been lost in the process of carrying from the plane to the customs declaration, because there were cameras throughout the customs inspection and declaration, but because there was no evidence, the matter was not resolved.) ）
But things are not over, originally the mobile phone bought back thought that you can prepare for the conference with peace of mind, in the first three or four days of the conference, the night of Paris time, a phone call in the sleep directly out of a cold sweat, the TV director of the pre-trial advertisement with the broadcast! The video of that ad was all over the social media and couldn't have crashed anymore.
Of course, things didn't end here, and I don't remember exactly the morning or the night before the launch. A certain technology media actually released the full review in disregard of the confidentiality agreement!!! At that moment, I poured out all the dirty words that could be sung in my heart and words.
Fortunately, the press conference was held smoothly, and the moment the camera was raised, it still won unanimous applause from the guests at home and abroad and the media.
In 2018, OPPO's domestic shipments were 76.37 million units, and the global shipment volume was 110 million units, ranking fifth with a market share of 8.1%.
The first four OPPO R15, iPhone X, OPPO A5, oppo A83, and three of the best-selling models in China that year were OPPO mobile phones.
From 2015 to 2018 is the brilliant time of the OPPOR series, and Shen Yiren, as the head of marketing, naturally contributes to it.
In May 2018, Shen Yiren was appointed assistant vice president of OPP, with overall responsibility for the marketing business of the Chinese mainland, reporting directly to CEO Chen Mingyong.
In October 2018, Shen Yiren was transferred to OPPO vice president and president of the Chinese mainland Business Unit, which was just 30 years old.
Shen Yiren's promotion echoes the trend of younger MANAGEMENT at OPPO, which has said that the average age of its employees is 29 years old, and the age of domestic marketing leaders and human resources leaders is only 30 years old.
OPPO tries to rejuvenate the management, not only personnel adjustment, but also a breakthrough for the brand, OPPO to give itself the label of youth, trend, photography, fashion.
From the outside world, OPPO is glamorous, in fact, at this time the development bottleneck has arrived, which is another test for OPPO, please pay attention to the next article in detail.
"History of the Development of Domestic Mobile Phones" continues to be updated
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