OnePlus 12 is known as "OnePlus's Ten Years of Transcendence", its solid configuration, product polishing and more all-round experience, plus the price starting at 4299 yuan, also makes it have enough market competitiveness.
And the entire press conference of OnePlus 12 "beat friends almost all the time", which also gave OnePlus 12 enough hot attention.
After the press conference, Li Jie, President of OnePlus China, talked in detail about OnePlus 12's product strategy, future planning and market expectations in a conversation with "One Observation".
1. Is OnePlus's pricing a "loss sell"?
Li Jie: Profit is not our biggest consideration at present, as we said in the previous 9th anniversary that the comprehensive net profit margin of OnePlus hardware in the next three years can be 0.
We launched the OnePlus 12 at this special moment of the 10th anniversary, and we hope that everyone can feel the product power and sincerity of the OnePlus 12.
As we said last year, we should invest a lot of technology and capital in Yijia to make stronger products. You can see a more and more obvious growth trend of OnePlus this year. Including OnePlus 12, we thought very clearly when we were making this product at the beginning, OnePlus's route must be to create explosive products, we choose to do fewer high-quality products, but make the product stronger, and use this idea to solve the current situation. We will put more competitiveness on product strength and technology, so we have done a lot of in-house technology development.
You can also see that OnePlus 12 is very competitive this time, both in terms of design and image, including performance, battery life, and signal. At the same time, today you should also be able to see that the cooperation between OnePlus and industry chain partners is also very deep, including Qualcomm, BOE, BOE and other excellent partners, of course, there are also some university partners, we have a lot of school-enterprise cooperation.
These various aspects and a series of actions are the continuation and expression of the strategic cooperation we announced last year.
I think we are currently implementing this strategy very resolutely, that is, relying on product power to speak, and we will definitely adhere to this strategy in the future, and use better products to impress more users.
2. OnePlus 12 said at the press conference that "one is all", I want to hear what is the internal consideration of this matter?Others may think that it will be a bit of a loss to compare the standard version of a competitor with the standard version of yours
Li Jie: Of course, we have two choices, we can also do a pro and number like others, but I think the ** teacher here can look at the data of the entire industry, in fact, at present, the main shipment sales of each company are focused on the standard version, whether it is this year's product or last year's product, in fact, it is like this. At this time, it brings a question, that is, whether we should follow the ideas of most people in the industry and make two products, the one above is better promoted, and the bottom is more shipped.
We did have a lot of discussions about this issue at the beginning, but in the end, we gradually figured out a problem, that is, if we want to use "product power first" or stronger explosive product ideas to make products, we must focus on it.
In other words, you should be able to notice that in addition to many first-time technologies, we have also made a lot of experience innovations in the products released by OnePlus, such as motor vibration adaptation, super signal engineering, rain touch upgrades, and games. Including features like game widgets, this may seem small, but it's a need that has been found in a survey of many users.
If we put all our energy or resources on one product, can we achieve "one is all"?
We found out that we were doing the right thing, and we should do the same again. You should be able to feel it,At present, OnePlus12The overall performance of the product power is very strong,The product power I am talking about is not just a simple configuration、Parameters、Hardware and**part,You should be able to feel through today's introduction,There is actually a lot of R&D resources invested behind it,So today I also thanked the engineers on the spot,Behind every function、Every specific experience we polished very well。
In fact, you can think about it, such as battery life, there is a lot of work to be done in battery life, definitely not everyone thinks to put a battery bigger than others, battery life seems to be good, in fact, there is a lot of work to be done. Including this time, we and Qualcomm have exclusively set up a joint project team, and we have done a lot of performance and technical optimizations on this, some of which I have already talked about today, including touch, CPU and memory scheduling logic. It takes a lot of effort.
OnePlus 12In addition to the configuration and competitiveness that everyone can see, I am very confident that if you get your hands on this product, whether it is the appearance and texture of the product, the quality and the experience of actual image shooting, battery life, and signal ability, these are all real experience leaders.
I believe that such a good reputation of the product can help us attract more users who have not used OnePlus, we hope that through this kind of good product, establish a good reputation, and then use a good reputation to influence the path of people around us, we can get more users, hoping to form such a positive cycle, so that we can also invest more in technology, to focus, to do a good job in product and technology experience, to do more innovative experience.
This is our overall strategy, that's why we say "one, that is, all", we have done all aspects of this mobile phone, a lot of meticulous polishing, which is why it is a little late, but I don't think it made everyone wait in vain.
3. Why has the design style of OnePlus 12 mobile phones changed little?
Li Jie: When it comes to design, the design of smartphones nowadays is actually very similar, and OnePlus's products, OnePlus 11, including Ace2 Pro, including OnePlus 12, our design language is recognizable and continuous.
The reason why we chose this design scheme is because OnePlus still insists on not following the trend in terms of design style, we don't want to be like others, we will have some of our own unique and design language, OnePlus 12 is also the way of thinking. Under this premise, we will do some innovation and texture innovation.
And I have to emphasize one point,In fact, we have done a lot of tests before,Although there are complaints,But in fact, the current design is still liked by a lot of people.,Those who have touched the real machine basically say it's good.,Better than ours.。
4. Will the price of OnePlus's flagship mobile phone increase in the future?
Li Jie: I think the trend of price increase or other ** chains is the same for all manufacturers, in other words, everyone is competing in a fair environment and track. At this time, each family's strategy and philosophy are their own choice.
The premise of this sentence is because everyone's shipments are about the same, basically an order of magnitude, so that the bargaining power of the ** chain is also about the same. In this situation where the basic conditions are almost the same, what kind of vision or angle do we use to look at this market, and what kind of way do we use to cut into and compete in this market, this is the strategy of each company, and OnePlus will continue to compete with the idea of "product power first" in the future.
The reason behind why we firmly choose the strategy of giving priority to product power has been mentioned on many occasions and has not changed, because we have a deep insight into the development of smart phones after so many years, and now, users are more likely to change their phones at this time in order to change to a product with better quality, better experience, and longer use, rather than blindly wanting to buy a cheaper product. Based on this assumption, we have this strategy, and our strategy is "product power first", no matter how the external environment changes, we are going to do it.
It seems very simple to say,Because it's a choice of ideas,But in fact,When it really lands,Whether it's from the perspective of making products,It's actually very difficult to do business,For example,We say adhere to"Product power first",We want to use Oriental screen,We have to go to research and development alone,Separate development,This takes time、Need to invest a lot of manpower、Material resources,In addition to this, we also have to do signal、Overall performance、Optimization of battery life, etc.,There are a lot of things to be invested in。
When you encounter a time to market and ultimately a business conflict of interest, whether you want to keep the "product first" or get to market faster is also a different way of thinking. And in this process, when we are faced with a lot of product choices, such as using this device to be cheaper, using that can save some costs, how do you think and choose at this time, in fact, it is a very test of the real concept of each company.
I can say here very firmly or confidently,OnePlus will continue this style of play and thinking in the future,We just insist on "product power first",Our best communication language for users is product power,To make product power make users feel satisfied,Get a real experience better than others,Such a competitive strategy is a more effective strategy in the market trend or future changes,We will stick to it consistently。
5. The rhythm of one flagship product a year will definitely affect sales in the second half of the year. Is OnePlus considering increasing the frequency of flagship releases, or extending the flagship sales and distribution cycle?
Li Jie: This is a very good question, in fact, this is a very real problem for all of our manufacturers, of course, we can also choose that kind of thinking, but the reason why we didn't do it is because I think that the iteration of general technology, whether it is chips, screens, etc., is unlikely to have great innovation changes in a half-year cycle. This is a problem of the law of the industrial chain, from the perspective of technology and industrial chain, it is impossible to have a huge upgrade of products in half a year. Iteratively iterating for the sake of iterating, we don't want to do.
If you can make a good product at the end of the year or the beginning of the year, then why do you have to upgrade it in the middle of the year?Why can't you communicate with users in one step?My product is a generation of years, our products through all the technology including self-research and industrial chain integration to make the best products, why do you have to do two?
We hope that every product of OnePlus will be more explosive, this is our way of thinking. This, in turn, is more demanding of us, which means that you can't afford to make mistakes, and every product has to be done well. So we're challenging ourselves as well.
We are also very determined now, OnePlus 12 does not have a pro, one is all, we have to play this product for a year, I am very confident that the whole experience we have done now, as well as our pricing, there is no problem with playing for a year, very confident.
6. The top 10 this year, OnePlus Ace series sales to Redmi K reached 57% this year, can Ace surpass Redmi's sales next year and the year after?
Li Jie: On the ninth anniversary of last year, we announced that in the next three years, we will be the first in the online market of more than 2,000 yuan, and our goal has never changed.
This returns to the essence of competition, I think users are most concerned about the product, if your product is really good, and whether it is seen from various channels, or the real experience in your hands is good, then I think our product is no problem.
According to the current data, this year is compared with last year, and our overall sales growth is very fast, and this year-on-year is 275% of last year. The new Ace series, which was only 11% of the K-series last year, has achieved 57% of theirs so far, which emphasizes that we are all selling online and offline combined.
All of this proves that OnePlus's overall strategy and thinking are correct, and we will continue to do so firmly. The final sales volume is a result, and the support behind this result is our product, our technology, and whether our pricing is better than others, and if so, this goal is not a problem at all.
7. What is the judgment on the mobile phone market in 2024?What will be the key points for OnePlus?
Li Jie: This question is often asked, I think there is no secret in this industry, the overall sales of the market every year is like what you can see, it will not have a huge increase or decline.
I've shared our logic with you before, to be honest, I haven't been paying attention to the sales trend or hot spot in the market. The mobile phone market is a very competitive and mature industry. At this time, we will still focus more on the product, in the end in the existing place, how can I make a better product to be recognized by users, to attract more users, this is our core strategy.
I think that the next industry and market will still fight for more investment in technology, and it takes a lot of technical support to achieve some functions in the product, even if the vibration adaptation of the simplest motor, it requires manpower to do it one by one.
I think the future trend is to polish the experience more than the real technology, which is why we must adhere to the "product power first", we must make the configuration, function, and experience very good, only by doing so, will there be better performance in the next market competition, these are some of my views.
8、Before, OPPO mentioned the plan to give OnePlus 10 billion subsidies,I want to ask how much the 10 billion subsidy is now,How will OnePlus spend this money next year?
Jie Lee: I'm here today to tell you very responsibly that our marketing budget is the smallest among these flagships.
Ladies and gentlemen, you can go to your business colleagues and ask what kind of cost level the OnePlus 12's media is compared with any of the products released earlier. I won't say the specific number, we are definitely the least, as for the people you see often ridiculed me for summoning Dragon Ball and doing a bunch of press conferences, in fact, many times we are a participant, such as motors, which are made by AAC, and we said above that we want to start, and the scale of investment in that is very small.
In addition, including the screen, why that event is at that point in time, because BOE's partners themselves have a ceremony, if you know BOE's partners, you can ask them, that is BOE's own activity called the 100 million-piece OLED offline ceremony, they themselves have to have a celebration. Since there was a celebration and a high fit with our product, they were willing to open up at this time, so we did it together. Everyone doesn't know the actual situation, and thinks that I did it, academician, we don't move, Academician Cao and BOE have a lot of technical and academic cooperation and exchanges before they are willing to come. Even if I don't do this activity, the offline ceremony is very big.
Video event, it is also OPPO has a film festival in Paris, we ourselves rent a building in China Resources in Chunzhu, Shenzhen, that venue is very cheap, we will talk to you about the situation of OnePlus Image.
If you know our marketing partners, you can see that they post in the circle of friends, using the poorest budget in the industry to do the most things. As soon as the media asked, they knew that other people's hot searches were often bought there several times a day. We have the poorest and smallest marketing budget, although it feels like you've done a lot of things. This is a misconception, and it must be clarified that we are definitely the poorest on this side, and the money is spent on products and pricing.
9. The definition of OnePlus's product line, and is there a new product plan within 2000 yuan?
Li Jie: We are still relatively clear, the number system is more than 4000-5000 gears. The ace series is also very clear, ace v, ace digital, ace 2 pro, 2000-2500 a gear, 2500-3500 a gear, 3000-4000 a gear, our internal thinking of the entire product is very clear, we are now on four products, each product for a year, there will be no iteration in the middle, and the user's plan for us will also be very clear.
Our goal is to achieve the best product in each gear, which is the idea of our product planning.
As for the lowest gear you mentioned, Boss Zhang also said a sentence yesterday, friends should be glad that we didn't do anything below 2000.
If we have this ability, we also feel that the market needs us, and we can't consider it, anyway, it's such a thing, we have the ability to make mobile phones. At this stage, it is more important for us to do a better job of the digital series and ace series just mentioned, as for the rest of the next plan, there is no one at present.
10. Lu Weibing said at the previous K70 press conference that OnePlus would only engage in sneak attacks, how do you respond?
Li Jie: I find that everyone likes to talk about this, to be honest, the product we define includes the screen used above and the optimization of so many technologies just mentioned, the whole optimization of performance, the optimization of the game takes time, we have set this time early in the morning.
The time we currently release is the normal launch time of my OnePlus 12, if it is earlier, my products and technologies cannot make such good results as I want, and it takes time to make high-quality products, not that I wait for others to finish it first.
I have already set this time, and many ** teachers also know the actual situation, and you will find that in fact, he seems to have known our release time for a long time, and he himself wants to release it in front, and the result is that we have to be in the back. This is not our strategy, we have our own established product plan and roadmap, and we will not disrupt our rhythm because of some competitive interference from the outside world.
I'm telling the truth, you can ask the OnePlus colleagues you know, **chain, you can also ask, when was the OnePlus product originally set to be launched?