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At the media communication meeting, OPPO vice president Wu Qiang cited IDC data, showing that OPPO sales reached 111.8 million units in 2017, which is the fourth highest in the global smartphone market compared to 2016, which achieved sales growth of 12%. He was also in the speech. Explained the thinking of the current mobile phone industry and the development direction of OPPO 2018.
He said that starting from the fourth quarter of last year, the entire industry was filled with relatively pessimistic news, such as technological innovation encountered a bottleneck, the replacement cycle of consumers is longer and longer, the scale of the entire industry is gradually falling, etc. GFK One The report defines it as the 'dividend vacuum period', that is, the vacant period before 5G, artificial intelligence, these cutting-edge technologies enter the mature commercial stage.
Wu Qiang believes that in this situation, China's smart phone market has entered the 'post-smartphone era' and presents three major characteristics: First, the T-shaped structure has been set, the competitors are less but more powerful; the second is based on the core needs of users. Technological innovation has slowed down, and consumers haven't changed their motivation; Third, competition globalization has become inevitable.
In the post-smartphone era, OPPO’s biggest opponent was itself. This requires that our tactics and style of play must change from time to time. We must do nothing. In 2018, the keyword of OPPO was 'change' and Four dimensions to carry out step-by-step breakthroughs, which are full of challenges, but we are full of confidence.
Specifically, these four dimensions include technological innovation, brand upgrading, market layout and product concept.
In terms of innovation, OPPO stated that it will further enhance its technological innovation capabilities by combining 'research' and 'development', and at the same time strengthen the exploration of cutting-edge technologies at the same time as product development. To this end, OPPO will soon establish a research institute with six major research centers. On the one hand, it recruits top-level technical experts at Global Ball, and on the other hand, it actively cooperates with leading technology companies to accelerate the layout of key technologies.
In terms of brand, OPPO will continue to promote brand upgrading in 2018. Through more three-dimensional channels, it will adopt more interesting ways to interact with young people around the world, and engage in emotional communication to effectively reach consumers' hearts and enhance brand identity.
In terms of the market, each market has entered and is about to enter. In 2009, OPPO began to move toward internationalization. So far OPPO has deployed 30 overseas markets, and has achieved phased results in Southeast Asia, India and other regions. In January this year, OPPO It also officially announced its entry into the Japanese market. Next, the OPPO will enter the regions and markets of more countries. Under the offline channel, OPPO has 250,000 retail outlets in the Chinese market, and the global market has reached 400,000.
In terms of products, OPPO will create products that are globally competitive, and will provide localized optimization experiences in combination with the habits of the local population.
In addition, at the media communication meeting, OPPO product manager Wang Wei said that the development of mobile phone experience in the next few years will be based on the breakthrough and application of key technologies in 5G, AI and AR. OPPO will be the first mobile phone brand to launch 5G products. Will continue to use AI technology to enhance the mobile phone experience. At the same time, OPPO also announced that it will jointly launch OPPO AR developer platform with Shang Tang Technology to promote the application and popularization of AR in mobile terminals.