At the Qualcomm Snapdragon 865 Summit held last week, OPPO was one of the Chinese manufacturers on the platform. OPPO Vice President and Global Sales President Wu Qiang said at the scene that in the first quarter of 2020, OPPO will release the first batch of Snapdragon 865 flagship mobile phones, and the OPPO Reno 3 Pro officially unveiled today will be equipped with the 765G 5G mobile platform.
Like other mobile phone manufacturers, the key word of OPPO’s plan in 2020 will be 5G. OPPO was one of the most responsive terminal manufacturers in the 4G network switching period, but in the process of 5G switching, OPPO is obviously slower than other domestic mainstream manufacturers.
In 2019, Huawei, vivo, and Xiaomi’s 5G mobile phones have been listed, but OPPO’s 5G dual-mode mobile phones have not waited for the news until this month.
Wu Qiang explained that in the second half of 2019, OPPO has no plan for 5G products in the domestic market because it has adjusted the pace of product listing, not that OPPO does not have the ability to push 5G products. OPPO had previously planned to launch a 5G mobile phone in September-October, but the release was delayed because it had to wait for the Snapdragon 765G chip.
He believes that during the 3G to 4G period, the operator network is well prepared and only waits for the large-scale listing of mobile phone terminals, so OPPO’s transformation attitude is also very firm. In the 4G to 5G era, the network side is not as well prepared as the terminal side. According to the planning of the three major domestic operators, by the end of 2020, they can only cover important secondary cities. Because of this, Wu Qiang believes that 4G and 5G will still coexist for a long time.
But OPPO is also speeding up the deployment of 5G terminal products. Wu Qiang revealed that OPPO will invest key resources in 5G products, and products with a price of more than 3,000 yuan next year will all be on 5G. If you look at the entire mobile phone market, Wu Qiang predicts that during Q2-Q3 next year, the price of 5G mobile phones should drop to the price of 2,000-3,000 yuan, and even products below 2,000 yuan will appear at the end of next year. “When the price of 5G products and 4G products are about the same one day, there is no need to do 4G products.”
In Wu Qiang’s view, the popularization of tariffs, network construction, and the tripartite resonance of terminals can make 5G usher in true popularity. According to the operator’s estimates, the stock of 5G mobile phones in the Chinese market next year will be about 150 million to 170 million.
But for consumers at this stage, whether to purchase 5G mobile phones depends on whether the 5G application ecosystem is perfect.
OPPO is betting on video on 5G’s first killer app. Wu Qiang said that OPPO has focused on the video track from Reno2, and has made corresponding upgrades in a series of features around the video field such as video shooting, video stabilization, video watching, video editing, and video sharing, and such features Will continue in the Reno series.
In addition, the entry-level intelligent terminal equipment is also an indispensable part of the OPPO 5G layout. Last year, OPPO established the Emerging Mobile Terminal Division. Wu Qiang revealed that terminals including TWS headsets and smart watches will be listed in the first quarter of next year.
In the last quarter, OPPO’s days were not restless. According to the Chinese smartphone market report for the third quarter of 2019 published by Canalys, in addition to Huawei, OPPO, vivo, Xiaomi, Apple and other manufacturers’ shipments have declined year-on-year, and OPPO’s shipments have also ranked from the first The second place dropped to the third place.
In Wu Qiang’s view, ranking is not the most important thing for OPPO at the moment. The most important thing is to polish their own products and “find the communication method that young people like.”
The so-called communication method that young people like is more reflected in changes in OPPO marketing strategies. “For example, decentralization of marketing is now very obvious. In the past, everyone felt that as long as they mastered the entertainment resources on the head, they could get a wide coverage and communication efficiency is very high, but the situation has changed. Now we are considering some Circle marketing. ”
While the domestic marketing strategy is changing, OPPO is also actively building its own overseas brand image.
OPPO currently divides overseas markets into six regions: Asia-Pacific, India and South Asia, Western Europe, Eastern Europe, Middle East and North Africa, and Japan. Among them, the Southeast Asian and Indian markets have a larger share. However, Wu Qiang believes that in order to establish a brand image and complete brand upgrades in front of global suppliers and consumers, it is necessary to capture the high-end markets of Western Europe, Japan, and Australia.
OPPO officially entered the European market last year, and won the fifth market share in the third quarter. In Wu Qiang’s words, this is a “fairly good” start, because the Western European market is not easy to do. “The market share of local operators is more than 50%. It is simpler for us to be an operator in the Chinese market, as long as it meets the technical specifications and enters its library, basically the channel operators are selling and the operators subsidize the channel operators. But Western European operators are equivalent to direct procurement, which is a ToB transaction model, which we are not very good at in the past. “Wu Qiang said.
In addition to complementing the shortcomings of the To B business model of operators, OPPO also intends to further develop new markets, such as Latin America, so as to improve the global layout. However, Wu Qiang also emphasized that OPPO’s overseas shipments of 5G mobile phones will definitely not be higher than domestic ones next year, because the market for higher demand for 5G mobile phones is still in China.