Wen | "Chinese entrepreneur" reporter Li Yating editor | Zhai Wenting
After 16 months, OPPO first super flagship store located in Huaihai Road, Shanghai, surrounded by ZARA, URBAN REVIVO other high-street brand stores in the single-storefront flagship store of nearly 500 square meters, more than half of the area is the leisure area, put Stood three similar diameter black pebbles more than two meters of the seat, two long table OPPO flagship quarter of the flagship mobile phone display, wall shelves put beats headphones, DJI UAV, BOSE audio, Starwars BB-8 robot and other products.
"Our brand influence and appeal in first-tier cities are still far behind in other regions," explained Wu Qiang, vice president of OPPO, explaining the reason for opening a super flagship store, earlier he told "Chinese entrepreneurs" Huaihai section of the store most do not make money, the main function of this store is to enhance services and brands, revenue is not the most important appeal.It is said that the Shanghai super flagship store before the investment has been over ten million yuan.
In fact, since last year, OPPO brand marketing investment in first-tier cities increased significantly, Wu Qiang does not think it is counterattack, 'first-tier cities have been doing, but the third and fourth tier cities do a better job.'
At a meeting in Guangzhou, they clearly proposed to increase the intensity of opening stores in first-tier cities. "Like an Apple store," one of the OPPO executives who attended the meeting said.
Unlike third- and fourth-tier cities, OPPO is really hard to open in the first-tier cities such as the north and the Guangzhou-Shenzhen. "Before the company treated first-tier cities and other cities equally, all resources and policies were the same." Before accepting "Chinese entrepreneurs" During the interview, Wu Qiang once reflected the mistakes in the layout of first-tier cities.
OPPO super flagship store preferred first-tier cities, the number will not be too much.In addition to this store in Shanghai, Shenzhen, shop to determine, Beijing and other places are also in preparation.
From the beginning of this year, opened the big shop has become an essential move of several handset manufacturers.In November, the world's first flagship store of millet home opened in Shenzhen, and the OPPO is different, in the upper and lower two storey nearly 600 square meters of storefront, Millet House SKU more than 400, through the rich SKU improve efficiency, each piece is not a high-frequency consumer, but hundreds of SKU together, from low-frequency consumption into high-frequency consumption.
Wu Qiang think OPPO flagship store starting point is to enhance the brand image and improve the user experience, rather than improve the efficiency, whether it is compared with millet or apple, OPPO will not take more categories of routes.For the introduction of the store's third-party products, OPPO will choose With its brand quite, or slightly stronger products.At present, OPPO Shanghai flagship store SKU at 30 or so, the future will continue to enrich product categories.
'Super flagship store is a way to do additions, the channel is down subtraction' Wu Qiang Explain the future OPPO channel strategy for some time.Up to now, OPPO channels in the country more than 250,000, of which a considerable proportion of the storefront is located Third and fourth tier cities, 'In the past, we think the more stores the more momentum, but too complicated, too many users will feel brand grade is not enough.'
For how to solve this part of the store's brand image, Wu strongly oppose the 'one-size-fits-all' model, 'will be a dynamic process, will not suddenly be reduced from 250,000 to 200,000.' The future OPPO will be used in the channel Hierarchical mode of management, optimization of a large number of shops, out of position remote, poorly managed stores, this layer subtraction, the super flagship store will be used for addition.
In addition to the super flagship store and the numerous offline third-party stores, OPPO has more than 10,000 specialty stores and flagship stores, accounting for 10% of the total national sales. Wu Qiang does not plan the future of specialty stores and flagship stores The layout will not significantly increase its share of the retail channel.
'The pattern of the domestic mobile phone market has changed from a pyramid type to a T type. In this case, it is not easy for any one to eat another share.' According to Counterpoint data, Huawei, OPPO, vivo and Xiaomi's four mobile phones Accounting for more than 70% in the domestic market.Wu Qiang thinks that in this competitive landscape, the most important thing about OPPO is not to make mistakes.
Domestic mobile phone industry has entered the stock market, millet, Huawei, OPPO and other brands this year, part of the growth in shipments that is derived from overseas market increases, the current share of OPPO overseas sales have reached 30% .Wu Qiang that the next domestic mobile phone Manufacturers will speed up the pace of the sea, OPPO will also in 2018 in addition to Southeast Asia and India to open up other overseas markets, such as Russia, Japan and so on.
'Last year we shipped 98 million this year, domestic sales growth of over 10%, overseas growth of over 20%.' In accordance with this growth, OPPO annual shipments in 2017 or more than 120 million units.Wu Qiang's observation is that, Next year, the industry will remain at the existing scale, perhaps a slight decline.
In the past two years, OPPO almost always pushed only one flagship of the R series. The advantage of this focus was significant. However, after the explosion of a price range of around 3,000 yuan, OPPO did not have a product with a higher price segment. First-tier cities do a good job, you need a firm heel in the 4000 ~ 5000 yuan. 'A near OPPO industry told reporters.
A consensus in the mobile phone industry is before the advent of 5G, whether it is manufacturers shipments or major players are not major changes will occur. Full screen is the second half of this year the theme of the mobile phone industry, due to limited experience, and did not appear large Scale replacement tide, Wu Qiang, including the full-shaped screen, including full screen, under the screen fingerprints, artificial intelligence is the mobile phone industry next year, the three major areas of technological breakthroughs.For the new technology trade-offs, OPPO, as always, 'Only meet the needs of some people, it is temporarily not mass-production, OPPO each product hope to solve the popular needs.'