Text: Wei Xi
On April 21, OnePlus held an online conference to officially release the new OnePlus Ace series. At the meeting, Li Jie, president of OnePlus China, announced that in the future, IT will efficiently integrate OPPO's superior resources and focus on performance tracks through digital and Ace dual series. At the same time, the layout of OnePlus' offline channels will also be fully accelerated, and channel coverage of 2,800 counties, 4,000 core business districts, and more than 5,000 experience points will be achieved during the year.
Two major mobile phone manufacturers announced their decisions
In fact, OPPO's "proximity" to OnePlus is traceable. As early as 2021, OPPO and one plus two major mobile phone manufacturers announced a merger. At this point, OnePlus will become a sub-brand of OPPO, and from the perspective of the smartphone released by OnePlus later, the operating system it carries has also changed from the original hydrogen oxygen OS to OPPO's unique ColorOS.
Even so, consumers are not aware of the merger of the two brands, because in essence, OPPO offline stores still only sell OPPO mobile phones, not OnePlus mobile phones. Therefore, many consumers still think that OnePlus and OPPO are two brands. Until April this year, one plus and OPPO two major mobile phone manufacturers once again announced the decision, saying that "one plus will enter OPPO's offline channels." At this point, the two major mobile phone manufacturers are completely merged.
For so many years, although OnePlus is an independent mobile phone brand, in essence, OnePlus and OPPO have always had a continuous relationship. Let's not say that OPPO is the only capital of OnePlus, take OPPO's most famous charging technology, basically OPPO and OnePlus are shared, and Liu Zuohu, the founder of OnePlus, is also a senior vice president before OPPO.
Therefore, the relationship between OnePlus and OPPO is like a subsidiary and a parent company. The early OnePlus was only a development production line opened up for the online business sector in the OPPO industry chain, and now this production line has matured, so in the case of complying with market demand, OPPO only re-took back one plus.
Some people may think that the merger of OnePlus and OPPO is a big advantage for OnePlus. It went from a second- and third-tier brand, a company that few people paid attention to, and finally got turned over. Regardless of whether OnePlus and the OPPO family do not speak two words, with the market precipitation of OnePlus, the efforts of more than ten years have not been in vain.
Secondly, oneplus's performance in various national markets is also good. In the past 2021, OnePlus's sales volume in the domestic market increased by 90%, the Indian market by 59%, the US market by 286%, and the European market by 151%. Especially in the US market, OnePlus is considered a high-end brand by local consumers, which is very important for OPPO to enter the high-end market.
Therefore, after OnePlus becomes a sub-brand of OPPO, the sales and market revenue owned by OnePlus will also be included in OPPO. In other words, no one takes advantage of anyone, and both sides are on the same platform. Of course, there is still a primary and secondary distinction between the two, one plus is a sub-brand of OPPO, indicating that more commercial deployment will be based on OPPO, one plus as an auxiliary, and work together for a goal.
Oppo is three-legged, can he succeed Huawei?
The merger of OnePlus and OPPO may not focus on OnePlus, but OPPO. At present, this mobile phone manufacturer already has two sub-brands, one plus and Realme, two major sub-brands, counting OPPO itself, the pattern has formed a three-legged stand. In the future mobile phone market, OPPO Trinity, supply chain, sales channels and technology research and development, etc., go all out, sprint to the domestic and foreign mobile phone market, and dig deep for high-end products.
In addition, if you look at market resources, OPPO is not bad, and OPPO is not alone, and now there is a "left and right protector", presumably the market resource advantage will be on a higher level. In terms of scientific and technological research and development, OPPO also has the blessing of self-developed chips, and released the first self-developed chip Mariana MariSilicon X last year.
There is also news that OPPO will mass-produce the first AP chip next year and bring an integrated SOC processor by 2024. Compared with the actions of other mobile phone manufacturers to develop small chips, OPPO's self-developed chip process is significantly better. In a comprehensive way, OPPO may not be possible to succeed Huawei, in the global mobile phone market and Samsung, Apple to compete for deer.
I have to say that OPPO's production line layout is really strong. Its main brand has been working on the offline market, the online high-end business module also has the participation of OnePlus, and the ultimate cost performance field has the participation of the realmme brand, that is to say, OPPO a manufacturer in the business coverage far more than vivo, millet and other single brands, at this point have to admire OPPO.
However, in the high-end market, OPPO still needs to continue to work hard, after all, at this stage of the domestic mobile phone manufacturers, only Huawei has successfully broken through to the high-end mobile phone market. This is a self-developed technology spelled out, and it is not something that can be achieved by the layout of the production line. In this regard, do you think OPPO has the opportunity to become the largest smartphone manufacturer in China in the future?