Overview:
OPPO Group embarked on a strategic transformation in 2020 with the overarching goal of transitioning from a smartphone manufacturer to a global technology powerhouse, akin to industry giants such as Apple, Samsung and Huawei. In 2021, more defined objectives were established to fuel OPPO’s ambitious transformation, including 1) elevating OPPO’s brand image and making inroads into the premium smartphone segment; 2) prioritizing profitability over market share expansion; and 3) successfully diversifying into future growth areas beyond the smartphone domain.
Guided by these objectives, sweeping changes have been implemented throughout the organization, spanning business targets, organizational structure, management policies, product and branding strategy, among others. Primary resources were allocated for the expansion of the premium smartphone segment, proprietary chip development, the establishment of forward-looking business units like the XR Research Centre and the Health Lab, workforce streamlining, and the initiation of a digital transformation project to enhance operational efficiency.
The period from 2021 to 2023 appeared relatively favorable for OPPO’s progress. However, the landscape shifted with the resurgence of Huawei’s 5G smartphones in Q4 2023, introducing potential challenges for OPPO’s future development.
This report aims to assess OPPO’s achievements and status after three years of transformation efforts. Additionally, the report seeks to identify the challenges that the company may encounter going forward and proposes potential coping strategies in the face of heightened market competition.
Table of Contents:
- Introduction
- Part One (This Report)
- Smartphone Business
- China Market: Successes and Failures in 2023 and Prospects for 2024
- Overseas Market: Can the Overseas Business Attain Growth to Counterbalance Potential Declines in China?
- Conclusion & Suggestions
- Smartphone Business
- Part Two (to be published later)
- IoT Business: Achievements Under a “Shrinking” Strategy
- Strategic Investments for the Future: Progress and Changes
- Conclusion & Suggestions
Number of Pages: 34
Published Date: February 2024