OPPO yesterday unveiled a new device - Ace 2 - in China via online platform.

The position of the new device is very clear. With gaming as a key selling point, Ace 2 targets to young male gamers in premium segment. OPPO hires key opinion leaders - the popular game athletes - to join in the product development process. It has launched Co-Creation Plan aiming to build up an interactive fan community for ACE series. In addition, OPPO partnered with China Mobile on customized and discounted 5G tariff for the new device.  

OPPO in the event also announced the separation of ACE from Reno as new product series. This is OPPO’s latest efforts on brand refreshment. With Find series (focused on explorative technologies), Ace series (on latest technology and gaming), Reno series (on design and imaging), and A/K series (on mass market), OPPO has built up a comprehensive product portfolio covering multiple price tiers and consumer segments. Hopefully, Find, Ace, and Reno will create halo effect to A series which has been OPPO’s main volume contributors for years.

The retail price of Ace 2 starts from RMB3999 (~USD 568) in China, on par with Mi 10 series - Xiaomi’s flagship model announced in February. The competition between these two series is unavoidable, given their similar targeting group and pricing. Both have pros and cons. Ace 2 stands out via its 65W fast charging capability and its 185g weight, while Mi 10 offers bigger battery and arguably better camera performance. OPPO enjoys much higher volume share in high and premium segments, while Xiaomi owns a more established fan community in the target group.

It is also worth to point out that Ace 2 is 25% more expensive than its predecessor Reno Ace 1 launched in Oct 2019. The price raise is kind of defendable, given the upgraded chipset, the improved charging capability, and the adoption of flexible OLED display. However, OPPO needs to take extra efforts to persuade consumers to increase their smartphone expenditure under the shadow of coronavirus.