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OPPO Reno 6 Launched Aiming for More Shares in Premium Segment

by Yiwen Wu | May 28, 2021

OPPO launched its new Reno 6 series in China on May 28th, 2021. Analysts from Device team joined the launch event.

The new Reno 6 series include three 5G models: Reno 6, Reno 6 Pro, and Reno 6 Pro+. They all feature 32MP front camera and 65W fast-charging capability. What make them different are the chipset and the rear camera module. They are powered by MTK Dimensity 900 chipset, MTK Dimensity 1200 chipset, and Qualcomm Snapdragon chipsets, respectively. Reno 6 spots triple camera module at back, while Reno 6 Pro and Reno 6 Pro+ both spots quad-camera module.

Video capturing remains as the key selling point of Reno 6 series. This time, the value proposition goes beyond video stabilization to video beatification with AI support. Together with the blingbling outlook of the new models, Reno 6 series is targeting clearly to young female users.

In addition to video capturing, OPPO spent much time to highlights the gaming use case in the launch event, especially for Reno 6 Pro+. OPPO seems to have no intension to design a specialized gaming phone for game enthusiasts. Instead, it chooses to strengthen gaming as a frequently used feature for mass audience. It remains to be seen how the new device will be received by male users.

The launch price of Reno 6 series ranges from RMB 2799 (USD440) and RMB 4499 (USD706) at retail. Compared with previous version, the starting price increases 4% from Reno 5 series. This aligns with the increased component costs in the industry. The ceiling price however stays flat. OPPO seems more conservative on its pricing in premium segments and hunger for more shares.

Our latest research shows Apple has become the biggest winner in premium segment from Huawei’s retreat in smartphone business. How to gain more share in premium segment is a key question for Chinese vendors in 2021.

OPPO Reno 系列价格追踪 v2-EN-Small

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