A brief analysis of the rise of OPPO and vivo

2017-7-20 Publish

2016, the domestic smartphone market in 2013, the outbreak of growth, steady rise in 2014, and gradually saturated in 2015, after the first began to decline. Nonetheless, market research firm IDC and Strategy Analytics survey data showed that OPPO and vivo grew strongly in the first half of 2016, making it the fourth and fifth largest smartphone maker in the world.

(Figure 1)

Technological innovation

Half a month ago, the Qualcomm Corp announced the indictment of Meizu infringement of its wireless communication and to its patent claims 520 million yuan, while millet accelerated the acquisition of patents pace, HUAWEI four initiated patent litigation, these phenomena are all that if not have patent reserves against patent litigation will be out in the market reshuffle.

(Figure 2)

Whether OPPO is on display at MWC2016 VOOC super flash charge and SmartSensor image chip anti shake technology, or vivo Hi-Fi 3 audio solutions and eye recognition technology, visible two strong technical innovation and application ability. This will not only help to develop overseas markets, but also be advantageous in patent litigation.

(Figure 3)

Quality control management

OPPO and vivo are popular in OEM under the number by manufacturing strategy based on the internal brand, not only the assembly technology and intelligent mobile phone, and many parts also rely on their own production, effectively ensuring the quality and yield of the mobile phone.

(Figure 4)

Product positioning and advertising promotion

Both OPPO and vivo have very specific product positioning. OPPO’s R department and vivo’s X system take pictures, targeting young female users and student groups, while OPPO’s Find and Xplay flagship performance, positioning high-end mobile phone users. In contrast, millet, crowded price positioning and unclear product target users, to some extent lead to noisy red rice, take the “millet” of the emergence and exploration of 3000 yuan file fatigue.

(Figure 5)

Precisely because of a clear target audience, the national male god Li Yifeng, Yang Yang endorsement OPPO R9, South Korea small meat Song Zhongji endorsement vivo X7, naturally captured countless girls heart.

Differentiation route

Throughout the first half of 2016 mobile phone hardware configuration, Xiaolong 820 and X20 is the highest frequency of Xi SoC, camera sensor IMX298 is not IMX230, in the system, MIUI had become an independent school has gradually lost their advantage. Homogenization of mobile phones in the dilemma, the mobile phone manufacturers are looking for differentiation in order to develop.

OPPO’s charge in five minutes, two hours of talk, vivo Hi-Fi sound, both self beauty, has become a major selling point of the mobile phone, won the trust of the target population. At the same time, blue green plant plant is no more than its strength in their respective fields of deep plowing, from Hi-Fi 1 to Hi-Fi 3 times times, from VOOC to VOOC flash charge super flash charge, continue to strengthen their own advantages.

“High low” of OPPO and vivo in accessories has always been generous, send film, buy a mobile phone shell, mobile power, headset is often the case, can better cater to the needs of most consumers, so some consumers feel more affordable.

(Figure 6)

Offline channel

Today, the domestic mobile phone market has been from incremental era into the era of the replacement stock, consumer replacement demand has become the main driving force to promote market growth.

With the success of millet online channels, many old mobile phone manufacturers and emerging Internet mobile phone manufacturers have followed up, online mobile mall everywhere. But in the background in the stock market, and the dazzling propaganda described panic buying the “monkey” experience, the replacement of consumers gradually from online to offline, more popular in line can provide experience and excellent service brand, pay attention to the quality of mobile phone rather than a sense of low price, which has created favorable conditions undoubtedly has a huge sales and service network of OPPO and vivo.

In addition, OPPO and vivo compared to other brands of higher profits, driven by profits, sales outlets are more willing to recommend their models to consumers, direct sales.

(Figure 7)

summary

(Figure 8)

Note: original content. Figure 1~4 from the network, figure 5~6 from the official website of oppo, Figure 7 from the official website of vivo.

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