【 Mobile China 】On December 17th, it was still the familiar day of "Come on" and OnePlus held a press conference called "Born to New Year", which is actually a celebration of OnePlus' 9th anniversary. The entire press conference took only 23 minutes, which is definitely Pete's style, simple and direct, and never talk nonsense. Short time does not mean that the amount of information is small. On the contrary, the entire activity still has a considerable amount of information.
During the event, Pete announced that OPPO officially opened dual brands, and once joined OPPO's national offline stores, OPPO's after-sales outlets can provide services to OnePlus users, but in my opinion, the most core thing is that OPPO will invest 10 billion yuan in OnePlus alone in the next three years, and the cutting-edge technology of the OPPO Research Institute will be tilted towards OnePlus. Later, OnePlus China President Li Jie also said that "OnePlus' comprehensive hardware net profit margin can be 0 in the next three years", and also showed part of the appearance design of OnePlus 11.
Before the event started, many media predicted that OnePlus 11 might appear at the press conference. Judging from the results, OnePlus 11 did have some official exposures, but not many. However, we can also see some key information from it, such as OnePlus' iconic three-stage mute buttons being retained, and there is a huge round camera module on the back. The English logo of Hasselblad has also been retained. It can be seen that OnePlus 11 is not only worth looking forward to in terms of performance experience, but also in terms of image performance.
After OnePlus' 9th anniversary event, OPPO's chief product officer and OnePlus founder Liu Zuohu and OnePlus China president Li Jie had a conversation with the media. After all, the "concentration" of the dry goods at the event was too high, and a number of media still had quite a lot of questions to be answered.
How to spend 10 billion in three years?
At the press conference, Liu Zuohu announced that "OPPO officially started the era of dual brands" and also said that "OPPO is OnePlus online." Liu Zuohu also explained this in more detail. It is obvious that OnePlus will focus on online channels, which is what OnePlus has always insisted on before. After the dual-brand strategy is launched, OPPO will provide OnePlus with more online resources and traffic tilts, but this does not mean that OPPO will give up online channels, but it will provide OnePlus with more resource support. The offline part of
was also mentioned at the press conference that OnePlus will enter OPPO's national 5000+ offline stores, and OPPO's national 1000+ after-sales outlets will also provide services to OnePlus users. This actually provides more guarantees for OnePlus on the server side. The price of OnePlus , which is positioned as a flagship , is also worth thousands of yuan. Many consumers still hope to be able to touch their phones before making a purchase decision. Using OPPO's offline store to display OnePlus mobile phones has a good solution to the doubts of these consumers.
Investing 10 billion in OnePlus alone in the next three years is a topic of concern to more people. Where is the focus of this mechanism or allocation? Most media have questions about it on the spot. Liu Zuohu said that the most core part is R&D. OnePlus is positioned as a pioneer brand focusing on performance, so we will invest more new technologies in performance, and the R&D investment in this area is quite large.
Li Jie subsequently added that OnePlus has always focused on the performance track, from the early era of chips, processes, and memory, to now it has entered the "deep water zone". As the user switch cycle increases, how to keep it free of lag for 48 months or even longer, or in terms of startup speed, switching speed and background keeping of some applications, this requires long-term manpower and technical reserves, which require investment from the R&D side.
Li Jie also spoiled some new features on OnePlus 11. The new phone will use some revolutionary optimization technologies in memory, and has also been officially recognized by Google ; including some pain points in network experience. Previously, many products were not weak in hardware specifications at all, but in some weak network environments, they are competing with related technologies for network model computing optimization, which all require long-term investment. The application of these technologies is more underlying and more inclined toward the logical level of memory compilation and execution.Only by diving into the scheduling logic of CPU, and even using some new things in heat dissipation materials, can we achieve the so-called ultimate smoothness. These are the directions and ideas for the 10 billion yuan to focus on investment. "There are many opportunities here, and they are also points that require long-term layout and investment."
has achieved the first online 2,000 yuan +
in three years. At the event, Li Jie mentioned that in the next three years, OnePlus hardware's comprehensive net profit margin can be 0. This sentence was also mentioned by many media in the post-meeting communication. Does this mean that OnePlus will be priced lower in the next three years? Liu Zuohu first explained his point of view. The main purpose of publishing this news is to tell everyone, "We can accept that the profit is 0, invest more costs in the product, make the product to the extreme, and give users a great value for money experience." But this result does not mean that it must be low-priced. Its main purpose is to let us focus on making good products and not require hardware net profit margin in the short term.
"This does not mean that we have to set low prices and fight price wars. This is not our original intention and original intention." Li Jie then added that he believes that a prerequisite for net profit of 0 is to make good products. This is actually a good policy given by the company, so that the team can temporarily not consider the issue of profit. OnePlus itself undertakes the task of incremental growth. When our products are excellent enough, more users will come into contact with OnePlus products and the price is appropriate enough, which will make consumers think it is worth the money. In order to get this part of the market, Liu Zuohu gave an example. He mentioned that many mobile phone companies often launch an 8GB+128GB version to lower the entry price when doing pricing strategies. The experience of this product must be unavailable, and this is also a compromise product pursuing a certain net profit margin. If OnePlus wants to be stuck in the same price range, because without the requirements of net profit margin, we can position 12GB+256GB into the entry version, which will make the user's experience much better, not only stuck in the price range, but also ensure the user's experience. Therefore, in the next three years, we must "loosen" the pricing of OnePlus products.
When asked whether OnePlus has set sales targets, Li Jie did not give a specific sales figure, but he did give a concrete goal - to achieve a share of more than 2,000 yuan in three years to achieve first place in the online market. This is Liu Zuohu who specially answered Li Jie, which also shows that this goal has been clearly determined during internal high-level communication.
Readers who are familiar with " Boss Zhang " must know that he has always been very honest and direct in media communication. He has almost no clichés when answering questions, and he faces the question itself to answer them. Similarly, Li Jie also left a deep impression on me this time. Through the entire Q&A session, I could clearly feel that Li Jie had done a lot of homework for OnePlus itself, and he also accurately grasped OnePlus' most core brand genes. Through this group interview, the author is more looking forward to what revolutionary technologies OnePlus 11 will bring next.
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