OnePlus Li Jie: Will add a mid-end product line

Six months after the merger with OPPO, Liu Zuohu, the founder of OnePlus, recently announced that Li Jie, the former head of user operations in OPPO China, will serve as the president of OnePlus China and be fully responsible for the business in China.

During his time at OPPO, Li Jie successfully created the Find 7 flagship, and the R series, which sold more than 20 million units of a single model, and other explosive products. After taking charge of the business of OnePlus in China, it will also shoulder the goal that OnePlus previously announced to achieve sales of tens of millions in the Chinese market in three years.

Li Jie recently said in an interview with the media that after integrating with OPPO, OnePlus is still an independent brand and will not sacrifice the foundation and tonality of the original brand. At the same time, OnePlus will also share OPPO's supply chain, technology, channels, after-sales, and many other resources, and the two brands will develop together.

He revealed that in the future, OnePlus will go from the previous line of high-end flagship mobile phones with excellent stacking and performance in terms of appearance, imaging, charging, and game performance. Consumers with the pursuit of experience will add a mid-end product line, which is currently being planned.

However, he emphasized that OnePlus is not a pure gaming phone, and will not make low-end products with poor performance and poor user experience in pursuit of sales and other data scales, and will not make products below 2,000 yuan.

How will OnePlus and OPPO be positioned after the fusion?

In June 2021, OnePlus officially announced its merger with OPPO.

Li Jie's appointment as the president of OnePlus China is the latest development in the integration of the two parties. According to the data, Li Jie joined OPPO in 2010 and has been responsible for Find series product planning, product roadmap planning, hardware strategic planning, and OPPO China strategic planning and product roadmap since 2013. From September 2021, Li Jie will also serve as the head of user operations in OPPO China.

In the interview, Li Jie said that after the integration of OnePlus and OPPO, the original product concept of pursuing the ultimate experience, the emphasis on users, and the pursuit of brand tonality will not change, and OnePlus is still an independent brand.

What has changed is that OnePlus can share many of OPPO's resources.

The first is the supply chain. In 2021, OPPO's global shipments will be around 200 million units. Behind it, it has obtained sufficient support in the supply chain, and these supports can also be obtained after adding OnePlus, such as the demand for device customization.

The second is technology. OPPO Research Institute, more than 10,000 engineers, including the technology that Mariana (self-developed chips) has invested in and long-term research and development in the future, are also resources that OnePlus can use. In the future OGA's technical route, such as games, charging, performance tuning, can give OnePlus better support.

Once again, it is the channel. OPPO's channel will empower and support OnePlus, but OnePlus will not completely copy OPPO's channel 1:1. OnePlus can selectively reuse the IT systems, informatization tools, and customer management tools and systems required for channel management.

Finally, after-sales, OPPO's after-sales outlets have covered most of the country, and this after-sales system has been gradually opened to OnePlus. At the recent OnePlus 10 Pro conference, OnePlus founder Liu Zuohu announced that nearly 1,000 OPPO after-sales outlets across the country have been officially opened to OnePlus users, covering more than 90% of the country's prefecture-level cities.

In addition to sharing resources, an issue that has attracted the attention of the outside world is that OnePlus originally positioned itself as a high-end brand, but now OPPO is also focusing on high-end products. How do the two brands position themselves?

Li Jie said that the Chinese market is very large, and the two brands, OnePlus and OPPO, will also take the customer groups and brand styles in different markets as the starting point to make distinctions in terms of appearance, selection, and products.

OPPO's Find series focuses on the "new educated youth" group, that is, "white-collar workers in office buildings". This part of the customer group has needs for photography and business. Therefore, the Find series needs greater investment and blessing in the application of technology sense, business functions, including images. This part of the technology line produces related first-launch technologies and may give priority to OPPO.

The original users of OnePlus are quite a group of technology enthusiasts who pursue performance. The future main crowd of the OnePlus series is "young people who love to play games and chase performance". Based on this positioning, the appearance, gaming experience, performance optimization, and charging experience of OnePlus products will all have the brand's own characteristics and expertise.

It is planning a mid-end product line for game scenarios, and will not sacrifice experience for scale

In 2021, OnePlus once put forward the goal of reaching tens of millions of sales in the Chinese market in three years.

Li Jie said that this goal in China remains unchanged. In 2021, OnePlus' global sales volume is 12 million, which is twice that of the previous year, of which China accounts for more than 20%, and China's sales in 2021 will also increase by 80-90%.

However, he emphasized that in the future, OnePlus will not make products that are particularly low-end, have poor performance, and lead to poor user experience in order to pursue sales and other data scales. The current plan of OnePlus is that it will not make products below 2,000 yuan, but will make products in the price range of 2,000 yuan to 3,000 yuan. But even at this price point, the product will definitely be an excellent product that meets high-level requirements in terms of chips, screen selection, and user experience.

In his view, the more the stock market is, the more the type of segmented population must be considered. In the future, the Chinese market will be a segmented market for users. For example, in games, there are about 700 million game users in China, and it is impossible to use the same brand of products. OnePlus has the technical bonus of the OPPO Research Institute, and also has the resources of two top game IPs, "League of Legends" and "Peace Elite". and certification. Whether it is technology, supply chain, or market, it is big enough. OnePlus has the opportunity to grasp this part of the users in the stock market.

The gaming tag has been reflected on the just-released OnePlus 10 Pro. The HyperBoost full-link game frame stabilization technology was launched for the first time, and it became the designated machine for the 2022 "League of Legends Mobile Games" professional league and the 2022 PEL "Peace Elite" professional league.

In addition, Li Jie revealed that in addition to the line of high-end flagship mobile phones, OnePlus will also add a mid-end product line for consumers with different spending powers who are pursuing product performance and gaming experience, but its workmanship, texture, product The experience will still meet the high standards of OnePlus, and the specific goals are still being planned.

But he pointed out that OnePlus will not make a particularly niche pure gaming phone. Nowadays, games are very important in user life scenarios, occupying a certain number of people and using time. OnePlus took this as an entry point and positioned it as a flagship with a particularly good gaming experience, rather than a pure gaming phone.

Overall, after the integration of OnePlus and OPPO, OnePlus' all-around flagship and high-end experience series will continue to be maintained, and the experience and texture of OnePlus' advantages such as video and Hasselblad experience will not be sacrificed. , and in addition to high-end flagships, OnePlus may also have a series to make bolder attempts in games to make the style more distinctive.

"We don't think the game scene is niche. There are 700 million game users in China. The number of users of League of Legends and Peace Elite is very large. This market is very large." Li Jie said that OnePlus continues to maintain its performance experience positioning. On the basis, at the same time, the performance is put into the game scene as the carrier, and the software and hardware technology of the OGA system is fully integrated and utilized. I believe that there is an opportunity to make different products and experiences.

Post a Comment