The president of OnePlus China chatted with us, what is the most important thing for him and OnePlus?

When the OnePlus 10 Pro became the phone for PEL (Peace Elite Professional League) events and the League of Legends mobile game professional league, many people began to speculate, is OnePlus going to transform into a gaming phone?

Perhaps this mobile phone brand has changed so much in the past year that people will over-interpret its every move, but the emphasis on game performance at the press conference and the cooperation with professional mobile game events is actually another fact: OnePlus points It's just a new skill tree, not a game phone.

Before the release of the OnePlus 10 Pro, Li Jie, the president of OnePlus China, who had just arrived in office, was interviewed by several media including Ai Faner. During the interview, Li Jie also faced the first question and said:

We want to do a good game experience, but the essence is to do a very good performance experience.

One plus has recently changed more than this, including Li Jie's role as president of one plus China.

Like Liu Zuohu, the founder of OnePlus, Li Jie has also entered OPPO since graduating from college in 2010. Most of his professional experience is dealing with products. He has been the product manager of OPPO Find 7 and has also worked on R7. , R9 and R11 three generations of explosion models, the recent best-selling model Reno 5 is also from his handwriting. From September 2021, Li Jie will also serve as the head of OPPO China's user operations, and is fully responsible for the establishment of OPPO's user system and the formulation of operational strategies.

An OPPO youth training camp with outstanding achievements in the past, people with rich product experience came to OnePlus, naturally we will think, does this mean that OnePlus will be more integrated into the OPPO system? Then new questions follow, will OnePlus' brand independence gradually fade as a result?

And more questions arose: What is his role and position? How to define the relationship between the two brands of OnePlus and OPPO? Is it the same one as before? Why did OnePlus start playing cards? In the face of the current doubts and puzzles from the outside world, is OnePlus paying attention and thinking of ways?

This is where the conversation with Li Jie begins.

Who does OnePlus' "third spokesperson" represent?

Zhou Xun and Hu Ge are the current brand spokespersons of OnePlus, while Li Jie defines his positioning as "the spokesperson of OnePlus users". Li Jie said:

They keep calling me the president. I don't like this title. I have always told everyone that I am not a president. My role is to be the spokesperson for users in the company.

For the products and solutions you make, I want to challenge you on behalf of users. Is the thing you choose really what I want? The things you chose cost me money, and you asked me to pay, do you really consider my needs?

These things are what I always do internally. On the one hand, I transmit the voice of users, and on the other hand, I communicate the products and services made by OnePlus, including concepts, and communicate well with users. This is my positioning for myself and the team.

Li Jie gave us such a formula: GMV = number of global users × value contributed by user life cycle × retention rate.

This is the business logic of the era where users are king. Compared with earlier product sales × customer unit price, or the formula of traffic, conversion rate, and repurchase rate, the value of users is now infinitely magnified. Li Jie came for this, he said:

Refueling (OnePlus users) is the biggest asset of OnePlus.

I want to cherish every user. If these people are willing to stay here, he has a good time here and uses our products well. He feels that the brand is also his, and he has a sense of ownership. This is the survival of our team. The fundamental, our team's behavior should revolve around the user.

Many companies have the phrase "user-centered", but when many companies need to make decisions, they pull out users and say that users need this. It seems to have set a thing for users. I hope that the next team, culturally, will do this work completely around the user.

The underlying logic of this passage is that in the era of smartphone stock competition, user value has become long-tailed, and brand loyalty is an indicator of victory. Every time an old user is lost, it means that a competitor has acquired a new user. The essence of competition is why Li Jie attaches so much importance to users.

To this end, Li Jie also revealed that OnePlus is working on establishing a rights system for old users:

The original refueling grew up with OnePlus, and everyone has a sense of identity and belonging to OnePlus. They are not saying that they hope that OnePlus will become a niche, but that they will grow up with OnePlus and they will become a special existence, and this special feeling should be valued by us. Therefore, we must also actively respond to their needs and take care of their emotions.

In the future, we will gradually establish a unique operating system for old users to enjoy preferential rights. For example, software upgrades of chips, new versions of products, etc. will be developed first for old users. Their comments will be dealt with in a timely manner. It is hoped that these users will enjoy the ultimate after-sales service while purchasing products, provide them with a sense of belonging, dignity, and fully meet their needs.

The biggest change of OnePlus last year was that it returned to the OPPO system and became a sub-brand of OPPO. ColorOS, many people are a little puzzled, and feel that the uniqueness of OnePlus phones is no longer.

The user's surprise and confusion, in the final analysis, are often communication problems.

Li Jie is positioned as a user spokesperson, a connector between brands and users, and is also the most suitable person to do this communication work.

OPPO provides OnePlus with the underlying capabilities, but the OnePlus brand is still independent

From the perspective of user portraits, OPPO high-end mobile phone users and OnePlus users present a completely different map.

Li Jie said that taking the Find series as an example, OPPO is internally defined as a "new educated youth" group, which is generally understood to be office white-collar workers, who value photography and business functions; while a large part of OnePlus users pursue performance and prefer technology hobbies From this point of view, OnePlus hopes that the main target group in the future will be "young people who love to play games and chase performance". Based on this positioning, the appearance, game experience, performance optimization, and charging experience of OnePlus products will have their own brand's own in the future. Features and Expertise.

Of course, there must be overlapping areas such as "white-collar workers who love to play games", but as mentioned at the beginning, OnePlus 10 Pro still retains the Hasselblad imaging system while lighting up the game skill tree, and the appearance does not move towards gaming phones. Cool style, the user group that OnePlus can cover is not narrow. After all, OnePlus has achieved more than 10 million global shipments with only a few high-end models.

Now, the sales volume of OnePlus will be merged into the Orga Group, and the annual cumulative mobile phone shipments of the Orga Group have reached 200 million units. Behind the huge shipments, it means the right to speak in the supply chain. The chip shortage that has lasted for two or three years has had a huge impact on many consumer electronics manufacturers. OnePlus' backing of the OPPO system means that it can get better supply chain protection to cope with the shortage of components and the unit price of components that are too small. High, low supply priority issues. Li Jie said:

Going back to the mobile phone industry, in general last year was very short of chips. Because of our overall size and upstream relationships, many chips were first released last year, whether it was from Qualcomm or MTK, and they got a certain amount of supply. guarantee. The current situation in the industry is that there is a shortage of mid-to-low-end chips, and there is not too much shortage of mid-to-high-end chips, but the first wave of high-end chips will always be in short supply, because the first wave of products and popularity are very high, and everyone's main shipments and users. demand is relatively high. For us, the domestic market, we have the supply guarantee of the group, has not been greatly affected.

More importantly, it is the support of OPPO's R&D system.

Not long ago, OPPO announced the Mariana plan. The self-developed NPU chip is already on the line. Compared with general-purpose chips, the advantages of special chips are stronger performance and lower power consumption, but the technical threshold and resource investment are also beyond the reach of small and medium-sized manufacturers.

The era of small and beautiful smartphone manufacturers is long gone. The reason for the concentration of market share in the leading manufacturers is that these manufacturers have strong market capabilities in product design, supply chain R&D channels, and competition is already a matter of hexagonal warriors. From the perspective of technology research and development, it is undoubtedly a better choice for OnePlus to return to OPPO and share the technology research and development resources within the group, which will prove over time.

The HyperBoost full-link game frame stabilization technology on the OnePlus 10 Pro is the product of this fusion. Because Oga has independent chip capabilities, they can break through the barriers between the Android upper layer and the hardware bottom layer, plus AI big data accumulation , there is such a technology involving the chip level, each of which is related to the scale of engineers, the number of users, and the level of R&D investment.

Even Li Jie himself is a representative of this sharing system, saying:

I think that after OnePlus is clearly integrated, we have fully integrated and flowed in supply chain, technology, channels, after-sales, and talent flow. I am the representative of the flow. We are internal and open.

OnePlus used to fight alone, but now we will get more organizational and resource guarantees and support. Next, let's look at our team. What are the user-based strategies, plans and actions? How to do it?

The product features of OnePlus in the past will continue, so on the OnePlus 10 Pro, we still see technical features such as Hasselblad Imaging 2.0 and LTPO 2.0, which continue our previous expertise in images and screens.

Based on these communications, we can believe that today's OnePlus is not a product line of OPPO's gaming performance mobile phones, but shares the underlying capabilities of OPPO and continues the previous independent sub-brand of OnePlus.

The game track is actually a comprehensive performance track, and OnePlus will also make a mid-end product line

We might as well understand it this way. The masters in martial arts novels often do not have a single trick, but usually have several sets of martial arts. The flagship mobile phone is probably like this. Looking back on the past history of OnePlus mobile phone, it is actually a process of continuous practice and lighting up the new skill tree: it feels really good, Fast&Smooth, A+ level screen, Hasselblad video, and the current game performance.

Game performance, in fact, focuses on performance, but not only the performance of GPU and CPU, but also touch sampling rate of screen, screen refresh rate, heat and power consumption control, continuous performance and vibration experience, etc. In short , the video track is a marathon, the road resistance is long, and the game performance is more like a triathlon.

Li Jie said:

We will not make a very niche pure gaming phone. Nowadays, mobile phones appear in various scenes of users' lives. We discuss games because the scenes of games are very important, occupying a certain proportion of the population and use time. We take this as an entry point and position us as a flagship with a particularly good gaming experience, rather than a pure gaming phone.

The simplest example is that this time OnePlus has equipped the OnePlus 10 series with the largest cooling module in the history, in order to ensure the continuous performance of the chip, and it will not cause heat and frequency reduction due to long-term gaming, making the gaming experience more difficult. Caton, similar, the upgrade of 5000mAh battery and 80W charging is also to provide dual insurance for high-power gaming experience.

At the same time, better cooling, larger batteries and faster charging will undoubtedly make the daily experience a little better.

In addition to the self-cultivation of the product itself, internal and external factors also determined that OnePlus began to value games. Gaming mobile phones are not as niche as everyone thinks, and mobile games have a broad mass base. Li Jie analyzed:

We don't think the game scene is niche. There are 700 million users in China, and the number of users of League of Legends and Peace Elite is very large. This is a very important scene, and the market is huge. For example, looking at the search data of, the search for game mobile phones is very high, ranking sixth. Compared with other words, this thing is not niche.

The more the stock market is, the more it is necessary to consider the type of segmented population. Looking ahead, the Chinese market will be a segmented market for users. China's 700 million game users cannot all use the same brand or product. We will conduct more in-depth research on users. We have our own research institute technology bonus, as well as the resources and certification of the two top game IPs of League of Legends and Peace Elite. Whether it is technology, supply chain or market, it is big enough. This part of the users in the stock market has the opportunity to grasp, what we have to do is to provide the products and services we can provide around this part of the people.

To sum up, the game track is actually a track that measures the overall performance from the small to the big. In addition, OnePlus is also preparing to open a new track in China.

In markets such as India, OnePlus has launched the Nord series, targeting the mid-range market. The current price of OnePlus 10 Pro, which starts at 4,699 yuan, belongs to the high-end phone market in the domestic market. Although this part of the market space is getting bigger and bigger, the unit price of mobile phone customers is getting higher and higher. Currently, OnePlus single mobile phone is selling well. It's not a big problem, but the overall trend towards larger scale is weak. After all, the current mainstream price range is 2,000 yuan.

Between maintaining OnePlus' own quality level and moving towards scale, OnePlus is also preparing to consider launching a mid-end product line in China. Li Jie also introduced us to the general thinking of this product line:

We may go from the previous line of OnePlus that only made high-end flagship phones with excellent hardware and performance in terms of appearance, image, charging, game performance, etc., but also for different consumption capabilities, good product experience, including product Consumers who pursue performance and gaming experience add a mid-end product line.

The current thinking and planning is not to make products below 2,000 yuan, but to make products in the price range of 2,000 yuan to 3,000 yuan. But even at this price point, its products will definitely be excellent products that meet our high-level requirements in terms of chips, screen selection, and user experience.

In fact, during the month when Li Jie arrived at OnePlus in December and announced to the public in January, the first thing he did was to chat with OnePlus users, customers, and partners. Where did OnePlus do well before? Where do you think there was a problem before? and what to do next?

After the release of OnePlus 10 Pro, the first thing Li Jie did was to stand with users and gather at the "Celebrate New Year's Eve Dinner" event. This mobile phone may be the last flagship phone released in China before the Spring Festival. For the product development team, this is the end of the phase, but Li Jie's work has just begun.

In the plastic greenhouse of fate, every cabbage that has been sprayed with too much pesticide once had a dream of becoming a pollution-free organic vegetable.

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