You must choose the best prime location, hire a French designer, and build the most high-end apartment. The elevator enters the house directly. The smallest apartment size must be 400 square meters. What kind of broadband, optical cable, satellite, can you connect to him? Connect all of them…
This is the classic line in the movie "Big Man". In this movie released in 2001, these are the biggest imaginations of the word "mansion" at that time. From four thousand dollars per square meter? It's not too cheap to see in first-tier cities today.
Real estate is changing too fast, and the technology industry is as fast as real estate.
Two years ago, if you wanted to buy high-end mobile phones in China, you might subconsciously think of one or two brands. Now there are more choices, and each one has its own unique "differentiation".
This sends a signal that the domestic brand's high-end machine market has matured.
Simply put, in terms of price and quality, we will truly make high-end phones. When discussing the high-end products that have gained momentum in the past two years, more and more people mentioned OnePlus.
Domestic brands are rapidly maturing in the high-end machine market, but the opportunities still remain
In terms of the market, the full competition in the Red Sea market has gradually changed the previous method of dividing the high and low ends purely by performance. The simple thinking of building high-end apartments in "Big Arm" simply relying on pile configuration is now no longer possible on mobile phones.
The sinking and rising of high-performance mobile phones are happening at the same time. Among them, the products that originally took the cost-effective route further reduce the cost, achieve the ultimate cost-effective label, and use precise "knife method" to subtract users on the product.
Another part of the brand is willing to invest more resources to make additions, polishing on the design and details, such as the use of plain leather material, fine processing of AG frosted glass and so on. Intrinsically, the use of high-spec components at no cost than ever before to create real high-end products, but also pushes up the price ceiling of domestic mobile phones.
OnePlus naturally aims to do the latter. More precisely, the goal from the beginning is to be a real boutique. In the past few years, instead of spreading the product line from low to high, OnePlus has chosen to focus on one thing: making high-end machines and taking the boutique route.
According to Liu Zuohu's sharing at the OnePlus 8T conference, in fact, from its release in April to October, the OnePlus 8 Pro has always been the sales champion of Jingdong's high-end 5G Android phones with 5000-5999 yuan.
It is not easy to do this, because as the entire domestic mobile phone market is moving towards high-end flagships, the price of flagships has also risen. In fact, more and more players are above 5,000 yuan.
The price is high, and consumers are naturally not fools. In the past, if there were any compromises in high-end machines, they could still use "cost-effectiveness" to prevaricate the past. Now consumers have completely used the international flagship quality standards for domestic high-end machines. To look at it, even higher standards, such as fast charging, 5G, high refresh rate and other new features, the advancement of domestic mobile phones is much faster than international flagship products.
In summary, the times have changed and players have changed.
There is a sequence of hearing, and the speed of resuscitation, and the performance of domestic brands in the high-end market is not the same. Some have established their signs, and some have not yet established themselves, so this game is still full of changes and opportunities.
The influence of big brands and product lines seem to form a solid fence, locking the road to breakthrough. But in fact, there is still room for display and action. Last year's OnePlus 7 Pro is an excellent case. With its excellent product strength and anticipation of new features, this product has achieved a breakthrough to mainstream consumers.
But this is only a breakthrough of the product. The mainstream consumer groups still have limited awareness of the OnePlus brand. Now they have got rid of the niche and geek labels, and have just stepped into the mainstream consumer group’s vision. What we need to do next is to "break the circle" further.
When Luo Yonghao was invited to help live broadcast the goods this year, OnePlus CEO Liu Zuohu also talked about breaking the circle:
We have always had a need for breaking the circle, but our marketing has not been so good, so we are also thinking about ways. It happened that Lao Luo was doing live broadcasting. I think it might be an opportunity for cooperation, based on such a background.
The core (problem) of OnePlus is that the product is good but not well-known. But this does not mean that only current users like our products. For example, when talking to Lao Luo yesterday, the director of the filming looked at this mobile phone and hadn’t heard of it, but it was very beautiful, took pictures very well, and had a great experience. it is good. And there are a few lads here, all our fans.
Last year’s OnePlus 7 Pro made many people realize that OnePlus does have its own methodology of making high-end phones, and at the same time, they saw the opportunity to break the circle. The next problem is that in this highly variable high-end market, OnePlus Can you continue to hold this price range, or even make a breakthrough?
Why do you believe that OnePlus will make a difference?
Why believe that OnePlus can stand firm and develop in the field of high-end devices? Many people will raise such a question in their minds.
It is often said that practice makes perfect, and "smart" is actually methodology. When you focus on high-end devices all the year round, you can naturally conclude a set of methodology that belongs to high-end devices. For example, what is the difference between a cost-effective flagship and a high-end flagship? When the core performance is full, what determines the high-end?
Having been the flagship for 7 years, Liu Zuohu emphasized two points at the OnePlus 8T conference:
- High-end comes from details
- High-end is a balance to the pursuit of perfection
Where are the details? It may be the design of the waistline, the curvature of the back cover, or the re-coating of different camera modules to ensure a consistent visual experience. These are all invisible "invisible designs" on the configuration. To be sure, if there is no accumulation of experience and precipitation in the same field for many years, it is difficult to have such awareness.
In addition, Liu Zuohu, the CEO of OnePlus, is also relatively rare. He is a CEO who is not so heavy on social networks. Although there are some other brand executives who are active on Weibo, they rarely say anything like Liu Zuohu. Otherwise, there might not be the phrase "feeling really good" back then.
When domestic mobile phones got rid of the shackles of cost-effectiveness a little bit, many product managers gradually discovered that in addition to performance in high-end phones, the feel of use is also important, and this truth was understood when OnePlus launched Babyskin 7 years ago.
To give another example, the electro-optical purple version of OnePlus 6T. OnePlus is one of the few brands that have launched actual products before the AG glass process becomes popular. By the time the OnePlus 8 Pro was launched this year, the AG process has been iterated to the fifth generation. OnePlus also specifically mentioned the The haze has increased to 72%, these are invisible hand feel upgrades.
Last year's OnePlus 7 Pro had regrets in several aspects of experience, and this year's OnePlus 8 series quickly made up in this regard. Looking at the entire high-end market, OnePlus has no longer been "provided".
Another way of saying perfect is balance, or it can be interpreted as omnipotence. Liu Zuohu bluntly stated at the press conference that "the high-end cannot have shortcomings, and the high-end is a comprehensive product capability, not because a certain sector is particularly strong." For example, OnePlus has been implementing "fast and smooth" in the basic experience, pursuing the ultimate lightness and smoothness. A typical case is the first to be equipped with a high refresh rate of 90Hz.
Last year's OnePlus 7 Pro's high refresh rate screen can be said to be a microcosm of OnePlus' strategy. We all know that OnePlus 7 Pro caused this trend. As for why it is OnePlus, perhaps you can see one or two from the interview with Liu Zuohu last year:
OnePlus 7 Pro was launched because I saw a breakthrough screen technology, and we want to bring this most advanced technology to everyone.
OnePlus’ software product manager Xu Qi also mentioned in last year’s interview:
Pete (Liu Zuohu's English name) judged that this thing was good, and his order was to do it well. OnePlus executives have highly recognized the value of this screen from the very beginning. Even if there are problems with dystocia and power consumption, the attitude of the executives has always been to "solve the problem" instead of "bypassing the problem".
When we first started to use (this screen), it was far from reaching the stage of maturity. I think it was we who contributed to this technology becoming more mature.
Without the OnePlus 7 Pro, this screen may not be mass produced so quickly. With this screen, the OnePlus 7 Pro was able to stand out the winners and losers last year. It is not in vain that OnePlus and Liu Zuohu spent a lot of money last year. Focus on the excellence of this screen on Weibo.
OnePlus has always focused on the brisk and smooth user experience and comfortable feel. Compared with the needs of dual screens and folding screens created by many brands, OnePlus is not so radical. The core of product thinking is user experience. Is there any real help.
But the smell of wine is also afraid of the deep alleys. Consumers will not see you in the dazzling array of goods. How to use their own market advantages is equally important.
Even the top five domestic brands have not all established themselves in the high-end market. Some brands may focus more on the sub-flagship-level large market, and some may still get rid of the cost-effective label. Even if they are in the Red Sea as a whole, the high-end market There is still room and opportunity. As a young brand that is constantly advancing, OnePlus has shown more advantages under the window of this era.
In addition to being better at making high-end devices, thanks to the focus on the "flagship" in the brand strategy in the past 7 years, OnePlus has gradually shaped users' perception of the brand image of OnePlus, or it can be simply understood as A label, this label is a double-edged sword, it will build trust in your comfort zone, but it may be a kind of resistance when the brand wants to expand further. It is always more difficult to climb from low to high. The advantage of OnePlus is that it occupied the high ground at the beginning.
The uniqueness of OnePlus lies in its advantages in overseas markets. Although it was only known by many people in China since the OnePlus 7 Pro, OnePlus is also rare. It may be a brand with a greater reputation in overseas markets than in the domestic market. . In July this year, on the Brand Z Top 50 Chinese Brands List, OnePlus rose from the 12th place in 2016 to the 8th place.
Years of overseas experience has enabled OnePlus to gradually establish its own overseas channels and formulate different strategies in different regions in accordance with local conditions.
In the North American market, OnePlus is the first Chinese brand to enter mainstream operator channels with high-end products. After releasing the OnePlus 7T Pro McLaren 5G version with the operator T-Mobile last year, OnePlus also reached a cooperation with Verizon, the largest wireless operator in the North American market this year, and launched a customized version of OnePlus that supports 5G millimeter waves. 8.
Even in the fast-developing Indian market, in the price range of 30,000 rupees (about 3,000 yuan) or more, OnePlus has surpassed Apple and Samsung many times, ranking first in India, breaking the high-end market monopoly of international brands for many years Situation.
In addition to relying on the advantages of Amazon in India, OnePlus has also opened a number of experience stores and authorized specialty stores in many key markets in India, expanding its offline sales network.
Market data shows that the strategy of adapting to local conditions and solid product strength has enabled OnePlus to rank among the top in many high-end markets in the world except India.
According to the data of Counterpoint's 2020 Q1, in the high-end machine market divided by Counterpoint, OnePlus ranked in the top five in developed regions such as North America and Europe. North America is fourth, Western Europe is third, and Eastern Europe is fifth. As the youngest company in the list, OnePlus has shown great potential.
In the domestic incremental market and the stock market, when more and more domestic brands seek to go overseas and use low-end models to seize the market, OnePlus has already taken the lead in accomplishing what they want to do-making good use of products to become the core brand in the global high-end market . Years of hard work in overseas markets is a valuable brand experience that can help it gain more opportunities in the global market for high-end machines in the future.
Thinking back to the magical 2020, we will find that domestic mobile phones have not produced as many flagship models as this year. The continuous "super big cup" just reflects that the competition in the high-end market has entered a new stage.
In the past few years, OnePlus has proven to the outside world that it has the ability to make fine products. In the future, OnePlus will expand in the direction of product lines, channels and surrounding ecology. For example, broaden the product line and make efforts in channels and after-sales. Offline stores have covered 30 provinces and 110 cities this year, and the number of cooperative offline stores has grown by 140%.
For the current OnePlus, the strategy of focusing on high-end devices has allowed it to gain a lot of loyal fans, and while maintaining its reputation, it continues to find a breakthrough in the 5G era, and the opportunity is right now.
Perhaps in the future we will see many interesting and valuable attempts by OnePlus, but one thing remains unchanged. It is also why Liu Zuohu wants OnePlus to continue to work in the high-end field:
Since the establishment of OnePlus in 2013, we have established a product line of "only high-quality products". We put huge resources and energy into our products, polish every detail repeatedly, and strive for a more perfect presentation. Through our efforts, more and more people have understood, familiarized with and liked the OnePlus brand, which has also allowed OnePlus to firmly occupy a place in the global high-end market. This is a great affirmation for a young brand that has been established for less than seven years.
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