A Deep Dive into OPPO Smartphone Product and Market Strategy

  • ID: 3734864
  • Report
  • 22 pages
  • Market Intelligence & Consulting Institute (MIC)
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Oppo is Making Great Strides against the Trend to Become the Fourth-Largest Smartphone Vendor in China


  • Apple
  • BlackBerry
  • HTC
  • Huawei
  • Lenovo
  • Microsoft
  • MORE
The smartphone market in China was getting close to saturation point in 2015, losing quite a bit of growth momentum compared to the previous years. Major Chinese vendors like Xiaomi and Lenovo are all seeing slow sales except Oppo, which has turned out relatively unaffected by the current market saturation. In fact, the company is making great strides against the trend to become the fourth-largest smartphone vendor in China. This research provides insight into the latest developments in the Chinese smartphone market and the product and market strategies that Oppo has taken to become what it is today in the smartphone market.

List of Topics:
- Latest development of the Chinese smartphones and includes Chinese brands' shipment volume and share in the global smartphone market in the past few years

- Accumulated 3G/4G subscribers in China on the quarterly basis from 2013 to 2015

- Analysis of Oppo's product strategies, touching on its major customer base, pricing strategies, product specs and features

- In-depth analysis of Oppo's three market strategies: celebrity marketing, sponsor marketing, and retail marketing
Note: Product cover images may vary from those shown
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  • Apple
  • BlackBerry
  • HTC
  • Huawei
  • Lenovo
  • Microsoft
  • MORE
1. Overview of the China Smartphone Market and The Rise of Oppo
1.1 Rapid Rise of Chinese Smartphone Brands in the Worldwide Market
1.2 Chinese Smartphone Market is Getting Close to Saturation Point
1.3 Oppo Comes to the Fore in the Chinese Smartphone Market

2.Oppo Smartphone Product Strategy
2.1 Oppo's Smartphones are Designed with Female Consumers in Mind
2.2 Oppo's Prices Are Not the Most Attractive among Smartphones With Similar Specifications
2.3 Oppo Uses Mid-To-High End Pricing Strategy and Product Differentiation To Attract Female Consumers
2.4 Super Slim Chassis, Rotating Cameras and Flash Charging Technology Bring Significant Improvements
2.5 Oppo Focuses On Product Safety and Ease-Of-Use to Enhance User Experience

3. Oppo Smartphone Market Strategy
3.1 Celebrity Marketing: Using Famous Figures to Endorse Products
3.2 Sponsor Marketing: Sponsoring Trendy Fashion TV Shows and Urban Comedy Films
3.3 Retail Marketing: Setting Up Physical and Concept Stores

4. Conclusion
4.1 Oppo Has Come to the Fore by Targeting Female Consumers And Establishing Physical Stores
4.2 Foreign Companies Should Consider Aligning Their Business Strategy for Specific Markets

List of Companies

List of Tables
Table 1: Chinese Top-5 Smartphone Sales Volume Ranking by Branded Vendor, 2013-2015

List of Figures
Figure 1: Worldwide Smartphone Market Share by Vendors, 2012-2015
Figure 2: China Smartphone Shipment Volume, 2013-2015
Figure 3: Accumulated 3G/4G Subscribers in China, Q1 2013-Q3 2015
Figure 4: Oppo Sales Volume in China, 2013-2015
Figure 5: Product Positioning of Smartphones with Snapdragon S615 in the First Half of 2015
Figure 6: Product Positioning of Oppo Flagship Smartphones, 2012 – 2016
Figure 7: Evolution of Oppo Smartphones Based on Thickness
Figure 8: Evolution of Oppo Smartphones Based on Camera Resolution
Note: Product cover images may vary from those shown
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- Apple
- BlackBerry
- Huawei
- Lenovo
- Microsoft
- Oppo
- Samsung
- Sony
- Xiaomi

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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