OPPO sold a cell phone every 1.1 seconds, senior admitted "Thorn"-OPPO Smartphone, R9-IT information

Is Huawei mobile phone mobile phone industry the envy of last year's "year-end Awards", this wind direction changed, OPPO became the best domestic mobile phone brand in China in the first half, analysts call it the company's strongest rivals in the high-end market.

Whether it is one or two cities or markets in villages and towns, or even Southeast Asian countries, first half of OPPO's achievements are remarkable.

Research firm Strategy Analytics shows that OPPO Smartphone shipments reached 15.2 million in 2016, Q2, 14% per cent of market share in China, an increase of 108% success. OPPO r and a series models by one or two lines of China urban and rural users. Every 1.1 seconds to sell a R9 phone's performance also broke the Huawei MATE7 mobile phone sales in China recorded last year.

? 2016 Q2 Smartphone shipments and market share

But for such a result, OPPO top but admits in a recent internal letter "Thorn". OPPO top wrote, "sometimes tossed and turned, unable to sleep, worried about OPPO pengsha by outsiders, more worried about friends forget the mission and the beginner's mind, there is no better products to feedback customers trust and support, and live up to customer expectations. ”

"Mobile phones belonging to high risk industry, competition is very fierce, little slip, may occur across the enterprise is a big problem. "OPPO, Wu Qiang, Deputy for business reporters, no matter what, OPPO Lu ice, people need to have a sense of crisis, and not forgetting the beginner's mind, to do, to do their part.

Every 1.1 seconds sold a cell phone

82 days sales of 7 million units, this should be a new record for the Chinese-made mobile phones.

As the mobile industry's "veteran", OPPO is a "heterogeneous". Unlike avid exposure millet, music video, founder of usual low profile makes the eyes of the media OPPO "mysterious" coat, but slow on the market made this brand reputation in the youth market.

"Buy iPhone SE buy the Huawei P9, or buy a OPPOR9? "Netizen recently sought advice on weibo. Results at the suggestion of friends, this user chose to R9. Friends of one of the recommendations was "SE 5S, the dimensions have been out." In the first half of the market, Huawei, OPPO Apple gradually lost domestic brands in China, led by China, the fastest-growing market in the past.

"In the 2500 stall, OPPO more than Apple, Samsung and Huawei, expects sales will be higher in the second half. "Sanofi-phone market analyst Li Rui said.

In the latest sanofi-Newsletter July report, the OPPO shares rose 0.4% to 15.7% (open market), and in June, the OPPO's share in many analysis report has gone beyond the Huawei becomes China's domestic mobile phone first.

It should be said that five years ago, OPPO competition in many Chinese-made mobile phones on the list is not a "threat", even its "blue army" glory on the most main resources on e-commerce, and millet sparring. But now, five years later, "OPPO" play has become the object of many brands first to follow, increasing "channel sink, marketing advertising" slogan seen in the promotional end.

But do people really read the OPPO mode?

When talking about OPPO marketing, the first thought is often the "Leonardo", "Li Yi feng" and "Yang Yang" this brand spokesman. In fact, is not known to the outside world, OPPO, in the past few years both on mobile technology or patent accumulation, ranking in the Chinese-made mobile phones.

According to the State intellectual property Bureau data, OPPO in 2015, issued a total of 3,338 invention patent applications. As of July 31, 2016, OPPO open patents and patent applications total 8,323; 7,255 applications for a patent for invention, utility model 867, design 201, invention licensing 783. Patents accounted for 87.1% of them, among the best in China-made mobile phones.

OPPO patent applications focusing on high value and high quality patents, such as photographs, VOOC areas such as Flash, rotate the camera-filled, OPPO simultaneously in Europe, the United States, China, Japan, South Korea and other regions to purchase a certain amount of SEP basic patents, defensive and ensure safe operation of the business. It is understood that in frontier markets such as 5G technology, OPPO has established a 5G research team, actively participate in 3GPP mainstream design and formulation of the ISO 5G standard, initially with international influence.

Another "other" performance, asset-light wind today, OPPO is in the mobile phone industry, construction of production plants, custom built by few marketing channels, custom built service system of enterprise, but it also ensures that the OPPO in all aspects of the initiative.

Prior to a visit, reporters see the OPPO all supply chain processes experienced by the production of a cell phone. For example, from the PCB (printed circuit board) chip to the finished product packing and warehousing, a high quality mobile phones all at once came down, it takes about 6 months. Meanwhile, OPPO has established special experiments focusing on materials, components, machine group, also through quality laboratory aging, environmental test, destructive test, life test, performance test, compatibility test, more than 130 more comprehensive testing, quality control also covers the product life cycle.

"Channel and marketing is the car's wheels, no wheels car cannot function, but lead the core motivation is the engine of the car forward. OPPO's engine is focused on doing what makes users feel the stunning products. "Wu Qiang said.

▲ VOOC Flash charging data cable plug test

"Concerned that OPPO is pengsha"

Although the situation is excellent, but it seems to top OPPO, OPPO now needs to continue to focus on products, rather than on sales.

"We feel that the OPPO when times are good, I like Thorn, worried about OPPO pengsha by outsiders, more worried about friends forget the mission and the beginner's mind, there is no better products to feedback customers trust and support, and live up to customer expectations. "OPPO executives said in the letter.

In fact, throughout the history of China-made mobile phones, kejian, Panda, soutec, Amoi these names represented the first generation of the glorious history of the Chinese-made mobile phones, but shanzhai surges, operators purchasing after the war, electric heat, not many survived, and some have been reduced to three or four line brand. OPPO has stuck, and live well.

But the cell phone industry is far more competitive than others.

As Apple market fell for the first time in 13 years, competition among mobile phone market into overdrive. In accordance with its consumer business CEO Yu predicted, "most phone brands will disappear in the future. "The patent lawsuit between Huawei and Samsung, indicates that the industry is entering the melee phase.

"Mobile phones belonging to high risk industry, competition is very fierce, little slip, may occur across the enterprise is a big problem. If a product's market share as high as 30% today, but as long as the competitors quickly follow up, launched a competitive product, the second day of our Cliff-drop in market share could, perhaps only 15%. This calls for the embattled regime, the crisis should have a sticky patch, treading on thin ice, ready to face the battle. "OPPO believes that in the next competition in the market may face greater shocks and challenges.

However OPPO founder Chen Mingyong pointed out that, regardless of the industry environment changes, focusing on user demand, according to the user needs select behavior, will not change, is the way to success in the future, "every innovation in the industry, including new technologies, new inventions, new applications, and break the old pattern of industry within a short time became a possibility. If you know the core needs of users, and the user has a clear and unique location in mind, will compete in the market place. ”

OPPO每1.1秒就卖出一部手机，高层坦言仍“芒刺在背” - OPPO,智能手机,R9 - IT资讯

去年令手机行业称羡的还是华为手机的“年终奖”，今年风向一变，OPPO成为了上半年中国国产手机中表现最佳的品牌，分析师把它称为华为在中高端市场上最强劲的对手。

不管是一二线城市还是乡镇市场，甚至是东南亚国家，OPPO上半年取得的成绩可谓是可圈可点。

调研公司Strategy Analytics显示，OPPO智能手机出货量在2016年Q2达到1520万部，占中国市场份额的14%，同比增长108%，成绩骄人。OPPO的R和A系列型号大受中国一二线城市和乡镇用户欢迎。每1.1秒卖掉一部R9手机的表现，更是打破了去年华为MATE7的中国国产手机销售记录。

▲2016年Q2智能手机出货量以及市场份额

但对于这样的成绩，OPPO高层却在近期发布的公司内部信中坦言“如芒刺在背”。OPPO高层如此写道，“有时候辗转反侧，不能成寐，担心OPPO被外界捧杀，更担心伙伴们忘了使命和初心，没有更好的产品来回馈用户的信任与支持，因此而辜负用户的期望。”

“手机属于高风险行业，竞争非常激烈，稍有闪失，整个企业可能会出现很大问题。”OPPO副总裁吴强对第一财经记者表示，不管什么时候，OPPO人都需要有履薄冰的危机意识，并且不忘初心，坚持做好产品，做好自己的本分。

每1.1秒就卖出一部手机

82天销售700万台，这个成绩对于中国国产手机来说应该是个新记录。

作为手机行业的“老将”，OPPO算是个“异类”。不同于热衷于高曝光度的小米、乐视，创始人一贯的低调造就了媒体眼中OPPO“神秘”的外衣，但市场上的稳扎稳打却让这家品牌一直在年轻人市场中颇有口碑。

“买iPhone SE还是买华为P9，还是买OPPOR9？”一名网友日前在微博上寻求意见。结果在朋友们的建议下，这名网友最终选择了R9。朋友们的其中一条建议是“SE都以为是5S呢，那个尺寸已经out了”。在上半年的市场上，以华为、OPPO为首的中国国产品牌让苹果逐渐丢失了中国这个以往增长最快的市场。

“在2500元这个档位，OPPO的份额超过了苹果三星以及华为，预计下半年的销量会更高。”赛诺手机市场分析师李睿对记者说。

在最新的赛诺通讯7月份报告中，OPPO份额增长0.4个百分点至15.7%（开放市场），而在6月份，OPPO的份额在很多分析机构报告中已经超越了华为成为中国国产手机的第一名。

应该说，在五年前，OPPO在很多中国国产手机的竞争榜单上并不是一个“威胁”，就连华为的“蓝军”荣耀也把最主力的资源放在了电商上，与小米对打。但五年后的今天，“OPPO式”打法却成为众多品牌争先效仿的对象，加大“渠道下沉、营销广告”的口号见诸各种宣传端。

但大家真的看懂OPPO模式了吗？

谈到OPPO营销的时候，首先想到的往往是“莱昂纳多”、“李易峰”、“杨洋”这样的品牌形象代言人。事实上，不为外界所熟知的是，OPPO在过去几年无论是手机技术还是专利积累上，都在中国国产手机中排名前列。

根据国家知识产权局数据，OPPO在2015年共发出3338件发明专利申请。截至2016年7月31日，OPPO公开专利及发明专利申请共8323件；发明专利申请7255件，实用新型867件，外观设计201件，发明授权783件。其中发明专利所占比例为87.1%，在中国国产手机中名列前茅。

OPPO的专利申请聚焦于高价值和高质量的专利，如拍照、VOOC闪充、旋转摄像头等领域，同时OPPO还在欧洲、美国、中国、日韩等地区购买了一定数量的SEP基本专利，用作防御，保障公司业务安全运行。据了解，在前沿市场如5G技术上，OPPO也专门成立了5G研究团队，积极参与3GPP等主流国际标准化组织5G标准的设计和制定，初步具备国际影响力。

另一个“异类”的表现是，在轻资产成风的今天，OPPO是手机行业里，为数不多自建生产工厂、自建销售渠道、自建售后服务体系的企业，而这也保证了OPPO在各个环节的主动权。

在此前的一次工厂参观中，记者看到了OPPO生产一部手机所经历的供应链全部流程。比如，从PCB（印制电路板）贴片到成品包装入库，一台高品质手机所有的流程走下来，大约需要6个月时间。同时，OPPO建立了围绕材料、组件、整机进行专项实验的团队，期间还要通过品质实验、环境实验、破坏性实验、寿命老化实验、电性能测试、兼容性测试在内的一百三十多项全面测试，品质监控也覆盖了产品全生命周期。

“渠道和营销就像是汽车的车轮，没有车轮的汽车无法运转，但引领汽车向前的核心动力则是发动机。OPPO的发动机是专注做让用户感到惊艳的产品。”吴强说。

▲VOOC闪充数据线插拔测试

“担心OPPO被捧杀”

虽然形势一片大好，但在OPPO高层看来，目前的OPPO需要继续将注意力放到产品上，而并非销量上。

“大家觉得OPPO形势大好的时候，我却如芒刺在背，担心OPPO被外界捧杀，更担心伙伴们忘了使命和初心，没有更好的产品来回馈用户的信任与支持，因此而辜负用户的期望。”OPPO高层在内部信中说。

事实上，纵观中国国产手机发展史，科健、熊猫、南方高科、夏新这些名字曾代表第一代中国国产手机的辉煌成长历程，但经历了山寨潮、运营商集采大战、电商热后，活下来的并不多，有的已经沦为三四线品牌。而OPPO却坚持了下来，并且活得还不错。

但手机行业远比其他行业竞争更为激烈。

随着苹果市场13年来首次下滑，手机市场之间的竞争进入白热化。按照华为消费者业务CEO余承东预测，“未来大部分手机品牌都会消失。”华为和三星之间的专利官司，也预示着这一行业正在进入肉搏阶段。

“手机属于高风险行业，竞争非常激烈，稍有闪失，整个企业可能会出现很大问题。假如我们今天某款产品的市场份额高达30%，但只要竞争对手快速跟进，推出一款更具竞争力的产品，第二天我们的市场份额可能出现断崖式下降，可能只有15%。这要求我们枕戈待旦，要有一种如临深渊、如履薄冰的危机意识，随时准备迎接战斗。”OPPO认为，在接下来的市场竞争中可能会面临更大的冲击以及挑战。

不过OPPO创始人陈明永指出，无论产业环境如何变化，聚焦用户需求、根据用户需求选择厂商行为，不仅不会变化，还是未来制胜之道，“业界的每一次创新，包括新技术、新发明、新成果的应用，短时间内打破行业的旧格局成为一种可能。如果能洞悉用户核心需求，并在用户心智中拥有清晰而独特定位，就会在市场竞争中占有一席之地。”