Once upon a time, Chinese wanted to use good products, and only foreign brands were on the list. Although most people don't want to admit it, buying foreign brands has both face and lining, and the vanity that is covered has been dominated by foreign brands for a long time.
On the other hand, Chinese brands are labeled as "cheap and low-quality" all year round. It's just that in recent years, things have changed differently.
The perspective was opened, Li Ning walked on the Paris show, BYD looked up and was praised by foreign leaders, and Huawei's communication technology once again broke the ......The meaning of the word "Guochao" has undergone a qualitative change, it is no longer limited to the fashion industry, but represents a phenomenal wave set off by Chinese brands around the world.
It turns out that when Chinese brands have been dormant for several years, they are not only better in quality, but also close to the people, high-end brands, and even bring products and culture overseas, and the chest of Chinese people is filled with pride.
If you want to study the rise of Chinese brands, smartphones are a very typical industry. In the era of feature phones, Samsung, Nokia and Motorola were preconceived in the domestic market, and later with the change of communication technology, Chinese brands seized the opportunity to grow side by side with the domestic ** chain, Huawei, OPPO and vivo and other brands emerged and gradually became the mainstream of the market, and Chinese brands have more right to speak in technology while tearing off the "low quality" label.
This "right to speak" is more obvious in the field of intellectual property. In December 2023, the multi-year patent dispute between OPPO and Nokia came to a conclusion, and the Chongqing No. 1 Intermediate People's Court confirmed the global fair, reasonable and non-discriminatory (FRAND) rates for Nokia's SEP portfolio. This is the first global rate judgment made by a Chinese court and demonstrates the international value of OPPO's intellectual property.
It is undeniable that the high-end seat of the global mobile phone market is no longer monopolized by oligarchs, and a three-strong pattern of Apple, Samsung and Chinese brands has been formed. Especially when OPPO has shown stronger strength in the 5G era and has become a representative enterprise that demonstrates China's technological strength, the influence of China's high-end mobile phones has been further consolidated. At this point, the competition in the global mobile phone market has returned to the original point: to return to the technical base point and user needs, and to make the ultimate excellent products.
High-end mobile phones, based on technology.
According to the latest report released by Counterpoint Research, the market sales of high-end smartphones for the whole year of 2023 increased by 6% year-on-year. The high-end mobile phone segment is the only part of smartphones that has grown in reverse, and hitting the high-end "incremental" market has become a common choice for global smartphone brands.
As a representative of Chinese mobile phone brands, OPPO's high-end strategy on the product side is very clear: domestic dual flagships, overseas folding screens, no matter which is inseparable from technical strength.
Technology is often a symbol of high end. Although Samsung's mobile phones are not popular in China, the company ranked first with 6,248 patents in 2022, and its technological innovation positioning has never been questioned in the industry.
Coincidentally, according to third-party statistics, the number of OPPO's intellectual property patents has ranked among the top two domestic mobile phone manufacturers for many years, and Huawei ranks first. In the field of 5G, OPPO's strength is far underestimated - in the October report of LexisNexis IPLYTICS, a patent data statistics platform, OPPO ranked eighth in the world.
However, often the investment in technology cannot directly make the public feel, and only when the technology is implemented in practical application can it cause the user's intuitive perception. In the smartphone industry, Huawei has taken the lead in pioneering satellite communications, achieving a leap from 0 to 1 in the industry.
On the latest Find X7 Ultra satellite communication version, OPPO has gone one step further and solved the problem of the "last mile" of satellite communication. Generally speaking, the use cases of satellite communication are very special, the first is the urgent need, the second is the harsh environmental conditions, and the third is the need for continuous communication. The OPPO Find X7 Ultra Satellite Communication Edition can use both handset and hands-free mode, not just handset mode or satellite signal disconnection due to handset mode. The support behind it is the achievement of OPPO in communication technology: satellite antenna pattern control technology.
This is a key technology that can save lives at special moments, and it is also a "breaking point" for high-end mobile phones to make differentiated performance.
Another function of high-end mobile phone rolls is imaging.
2023 is known as OPPO's imaging year in the industry, from the Find X6 series to the foldable screen Find N3 series, OPPO's super light and shadow engine has been consistent, introducing the concept of computational light and shadow into the industry and promoting the technological innovation and development of the mobile phone industry.
If the success of Huawei's night scene has opened up a situation of competition for the dark light capability of mobile phone images, then the super light and shadow image engine of the OPPO Find X7 series has opened a new page in the industry's combination of light and shadow software and hardware. For the first time, users can clearly see the correct relationship between light and shadow on the mobile phone screen, and feel the multi-dimensional stereoscopic of the real environment from the two-dimensional picture.
In fact, the implementation of OPPO's technology is also in line with the current trend of AI applications. Some analysts have pointed out that the generalization of AI and large models will completely subvert the development path of industries such as smartphones, MR and AIGC. All of you here are witnesses of this change.
Therefore, we can see that large models have sprung up like mushrooms after a rain, and they are appearing in major product carriers. OPPO has come up with a large model of 7 billion parameters, realizing the landing of the mobile phone - the end of the cloud integration of the end of the large model has a very rich imagination space, at present, OPPO has applied it to the small cloth assistant, AI call summary and**AIGC elimination and other functions。
With the further growth of large models, there are more application possibilities for device-cloud integration in the future. And the foundation of all this comes from the trend of differentiation and personalization of high-end products.
The background color of the brand is technology, and with the potential energy of technological power, Chinese brands such as OPPO can leverage consumers' perception of high-end brands at home and abroad. In the Indonesian market, OPPO's flagship mobile phone recognition has surpassed Samsung, which is an opportunity for the rise of Chinese brands.
Global layout, looking to the future.
A fact that needs to be clarified urgently is that the global smartphone** is still in a negative growth stage. TechInsight data report shows that global smartphone shipments in Q3 2023 will be 29.6 billion units, a year-on-year decrease of 03%。In order to find new growth points, every company has done its best.
On the one hand, the domestic mobile phone market is already a red ocean, and it is a necessary way to expand the business territory overseas. In fact, the global layout of Chinese enterprises is not new, and companies such as Huawei, Alibaba and OPPO have been at the top of the list of Chinese overseas enterprises for many years.
Needless to say, Huawei's global influence is not to mention, and OPPO is also quite large-scale in global operation. From Southeast Asia to the Middle East and Africa, to Europe and other places, OPPO's business has spread to more than 60 countries and regions around the world.
Relying on its own innovative strength, OPPO has earned an excellent reputation around the world. What few people know is that the first 5G commercial terminal in Europe came from OPPO, which is a major seller in Southeast Asia.
IDC data shows that in the Southeast Asian mobile phone market in Q3 2023, OPPO will be 18The market share of 3% surpassed Samsung and ranked first. In the market segment, OPPO won the first place in Cambodia with a market share of 31%, and Indonesia ranked first with a market share of 20%.
You must know that Samsung, as the world's No. 1 mobile phone giant, has long been at the top of the sales list in the Southeast Asian market, and almost all its peers have avoided its edge. OPPO is one of the few Chinese brands that can directly compete with Samsung abroad.
In China, Huawei and OPPO are Apple's most direct competitors. IDC data shows that in Q3 2023, OPPO surpassed Apple with 16With a market share of 2%, Apple is in third place. Consumer electronics are also inseparable from the most basic consumption logic, with the rise of the "national tide" wind, people now seem to have become accustomed to Chinese companies going overseas, and foreign brands into the country began to gradually disenchant.
Get out of the oligarchic dilemma.
We are fortunate to be born in this era.
China's consumer market has undergone many reshuffles, but the strong are still standing. Consumers are gradually breaking the stereotype of foreign brands and choosing more domestic brands, which is the progress of the domestic business environment.
Especially in the mobile phone market, we now not only have Apple, but also Huawei, OPPO and other domestic manufacturers that are deeply involved in technology, and this market has given birth to the world's most abundant forms of technology products. Whether it is to help you improve your sense of well-being in life, or to enhance social stickiness, the rise of domestic science and technology has changed your and my views on consumer goods.
Nowadays, domestic mobile phones are getting out of the cognitive dilemma, and high-end is no longer an oligarchic game.
We do not lack flagship mobile phones, what we lack is a company that can take products seriously and come up with good products for a long time. OPPO's insistence on investment, continuous innovation, and healthy management is the most important core of Chinese enterprises in the face of uncertain factors.