Under the atmosphere of full-screen war in the handset industry, OPPO slipped its new full-screen flagship handset R11s and R11s Plus slightly on November 2, which may be the latest full-screen model that came out in recent months. OPPO still put it on the next 'burst' expectations.
However, for this year's mobile phone market capacity, Wu Qiang, vice president of OPPO, was not optimistic when interviewed by the media such as Securities Daily. The overall smart phone market is in decline and the size of the market dropped sharply over the same period of last year. This is the history of China's mobile phone industry Almost no.After entering the third quarter of this year, for several consecutive months are down over the same period last year.Short year domestic smartphone market shipments may decline by more than a dozen.
In response, Wang Yang, China Research Director at IHS Technology, said in an interview with the Securities Daily that 'there is no exaggeration.' The offline market is down 5% from last year, but the online market is up slightly this year and the market is expected to be flat Or slightly decrease. '
Regardless of the extent of the decline, the overall market for mobile phones in China this year no longer grows has reached a consensus.Even in last year with nearly 80 million shipments won the Chinese market, the first OPPO, this year's shipments forecast is only 'year on year Slight growth. '
For the size of the growth, Wu Qiang did not mind, 'Why must we grow? The survival of the market decline is the most important.'
OPPO complex 'boutique strategy'
Tears and tears learned to come
Wu Qiang said that OPPO will continue to take the fine line. 'Focus on the core needs of users, so that the product line' less' at the same time, focus on resources to create a boutique for each product is the OPPO these years to get through the truth.
In fact, not by machine and sea tactics to single-market models and market success of the mobile phone company is not much OPPO with R series of single product explosion proved the effectiveness of boutique strategy.
According to Counterpoint data, the flagship model OPPO R9 sold nearly 17 million units, making it the best-selling model in the Chinese market with a 4% domestic market share in 2016. It is also the first time that Apple has lost a single unit in the Chinese market in 5 years Best sales throne.
'OPPO Phenomenon' has become a kind of business thinking worthy of the industry.
Wu Qiang frankly, the current OPPO this product strategy, learned through his own tears and Tears learned. 'We fully transformed the smart machine in 2014, at the same time launched a lot of products, and then in the same stage also introduced two double Flagship routines in this case, we may indeed not enough level, the promotion of two products are not enough resources, our terminal sales staff do not know which one to sell in 2015, we are painful, too Out to be simple, focused on playing models of the 'quality strategy', until now, we are more focused on the R Series explosion. '
Wu Qiang said the explosion of tactics to the entire system, the entire factory have brought a lot of changes.
'It allows us to focus more on research and development, and blasting money can make the entire supply chain production, warehousing, sales a lot more action to be more focused, in order to focus more.Furthermore, we from the promotion of resources, it can also be more Focus on the burst of products, so that more viewers, consumers are more impressed with this product, this is the experience of playing explosion models in the past three years.
To focus on creating quality changes, OPPO's channel leader cites a very simple example: the channel staff no longer need to memorize a variety of product information, the store's support services even more efficient.Because the product category More information mixed, each can only serve 3-5, 'streamline' after the greatly improved efficiency, you can serve 7-8 or even 10, but service professional but significantly improved. In addition, the channel can invest more The energy to sales staff training and training, thereby providing users with more detailed and in place of service.
Do not blindly follow the hot industry
Put the eggs in a basket
Of course, the other side of the coin is the risk .Wu Qiang admits, from the idea of making boutique blasting section, all the resources are focused together, the risk is indeed great. 'However, there is a very common stock market truth Most people agree, 'Do not put the eggs in a basket.' But Buffett has a word 'put all your eggs in a basket, and then take good care of it.' We must go this path However, we must anticipate all possible risks in advance and take steps to prevent them in advance. '
In addition, as the last company to release a full screen mobile phone, OPPO did not mind, but put forward the idea of "dare to be the best in the world and then after."
In OPPO's cognitive system, 'dare to be the best after the world' means that you do not necessarily have to be the first to go public when entering a market or building a product, and you do not necessarily have to be the first to use the latest technology or device. But at the moment of entering this market, you have to be ahead in some ways. The point of entry is unimportant, and it is important that you decide to go ahead quickly after entering and then run faster than others.
Wu Qiang said that the hot industry and technology emerge in an endless stream, OPPO never hops to follow suit, a long-term competitiveness of enterprises, is not to enter too early or late, the key lies in technology innovation and clever application, to truly change the consumer experience because the user Do not care sooner or later, only care about good and bad.
Wu Qiang said there are many similar cases during the operation of the OPPO for so many years. "For example, OPPO is not the first to enter the MP3 industry, but is rapidly developing in this industry and entering in the hottest time. However, we have achieved the first place in the competition and quickly achieved the leading position in this market.
'I think it's important to focus on the postseason competition and we are the most determined of all vendors when switching to 4G in 2014. Because we recognize that this technology upgrade at this point in time will have a significant impact on the industry and the market Change.When we think clearly, the internal say "would rather sell less than a few million units also need to fully transform the 4G." The result is that we can quickly lead in this market ', so Wu Qiang that' dare to the world After 'discussion, more to pay attention to how to do' after the first fight. '
The top five markets occupy 82.5% share
Strong mobile phone industry strong
Strong brands each have their own ways of success, it is undeniable that the mobile phone industry has entered a stronger stronger era.
According to the latest research report released by IDC, global smart phone shipments reached 37.31 billion units in the third quarter of 2017, up 2.7% from 363.4 million in the same period in 2016. Samsung, Apple, Huawei, OPPO and Xiaomi accounted for the top five, Their shipments have all increased.
Telecom analyst Fu Liang pointed out that the sixth should be vivo, and the share of vivo is likely to rise.First of the top five has more than 60% share, plus vivo share, the top six occupy the global smart phone a third Second, the market share.
Look at the domestic market, according to Counterpoint released the third quarter of China's smart phone market research report, OPPO, Huawei, vivo, millet, Apple accounted for 82.5% of the top five share.
In addition, according to the latest Jingdong released November 1-3 smart phone battlefield report, in the price of more than 500 paragraphs, only the hammer nuts PRO 32G and 64G were listed in the 1000-1499 yuan and 1500-1999 yuan list At the end of 500 yuan the following five phones have nothing to do with the TOP6, because they have already given up this market.
Fu Liang said that from these data, it can be seen that the global TOP6 mobile phone brands (Samsung, Apple, Huawei, OPPO, millet, vivo) have made a comprehensive overwhelming advantage in the market of over 500 yuan and the share is still expanding , Other handset manufacturers or snatch the low-end market, or seek differentiated demand, but even so, I believe most of the days will not be better, because the profits are too thin.
It is not difficult to see that in the master everywhere, the stronger the stronger the second half of the smart phone, still active on the stage of the mainstream players must come up with their own housekeeping skills.
With the global and China's mobile phone market growth slowed down, gradually changing period from incremental to mobile phone manufacturers also put forward higher requirements. Even the current top 6 manufacturers must also continue to improve Product experience and service levels, to grasp the user.