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OPPO Rebounded in Q1 2019 with Refreshed Brand Positioning

by Yiwen Wu | May 17, 2019

OPPO continued to rebound in Q1 2019 with stabilized smartphone shipments and improved wholesale ASP / revenue. Asia Pacific remained as OPPO’s largest regional market, while we see steady progress in Europe and Africa Middle East.

OPPO introduced a brand new line-up Reno in April 2019, to replace volume-generating R series in the future. The model differentiates via its unique design and hardware innovations. It comes with a notch-less full display design enabled by a side-scrolling front camera module. Its rear camera also provides good optical zoom capability. The vanilla variant and 10x zoom variant have landed in China and Western Europe, while the 5G variant has hit Switzerland working with local operator partners. OPPO also refreshed A series by adding A9 into the portfolio in April 2019.

OPPO grew rapidly over the past years, driven by its strong momentum in China. The over-investment on marketing has caused consumer fatigue and OPPO now is eagerly to reinvigorate its brand image. Following the management reshuffle, OPPO has reduced expenditure on celebrity endorsement, redesigned logo, and replaced R series with Reno. In addition, OPPO is embracing 5G to build up tech leader image, and it is eyeing for a broad ecosystem game by leveraging its success in smartphone business.

Looking forward, we expect OPPO’s overseas expansion will bear more fruits this year, but the vendor needs to carefully manage the competition from Huawei and vivo in home market.

Our latest report Q1 ’19: OPPO: Stabilized Shipments and Improved ASP is published. WSS client can access the full report via this link.

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