OnePlus, the famous smartphone manufacturer known for its high-end devices and focus on performance, has announced its ambitious goal of becoming the number one online smartphone brand in the above-$286.8 price range. This move is part of the company’s broader strategy to redefine its market position and fully integrate with its parent company, Oppo.
Pete Lau, the Chief Product Officer of Oppo and the founder of OnePlus, revealed that Oppo has officially launched a dual-brand strategy, with OnePlus focusing on performance. To support this effort, Oppo will invest a significant $1.43 billion in OnePlus over the next three years and provide support in technology, channels, and services.
This investment and support from Oppo will undoubtedly help OnePlus achieve its goal of becoming the leading online smartphone brand in its price segment. The company’s focus on performance and high-quality devices, combined with Oppo’s resources and expertise, will likely make it a formidable competitor in the market. It will be interesting to see how OnePlus’s market position evolves in the coming years as it works towards this ambitious goal.
According to Lau, the demands of smartphone users are becoming increasingly diverse, making it difficult for a single product or brand to meet the needs and preferences of all users. This is why many smartphone companies have started adopting dual or multiple-brand strategies. Lau also noted that OnePlus’ users are primarily young men who are likely to purchase phones online.
OnePlus celebrated its ninth anniversary on Saturday and has maintained a high level of brand independence since its establishment in 2013, while also sharing production and supply systems with Oppo. Last year, the two companies officially merged.
As part of this merger, Oppo has launched a research and development project specifically for OnePlus and will be tilting the resources of its R&D department towards the brand.
According to Li Jie, the president of OnePlus China, this will be reflected in the future products of OnePlus. In order to make its products even better, the wide net profit margin of OnePlus’ hardware may be set at zero over the next three years.
In addition to being available online, OnePlus products can now be found in more than 5,000 offline stores of Oppo nationwide, addressing the brand’s previous issue of limited offline channels. Meanwhile, Oppo’s 1,000 service outlets nationwide are open to OnePlus users and provide them with after-sales support.
With this increased access to offline channels and services, combined with Oppo’s investment and support, OnePlus is well-positioned to achieve its goal of becoming the top online smartphone brand in its price range.