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ldm1698
| 来自北京
结论上最前:
- 一定程度上显示了OPPO产品线调整的正确性和布局5G手机入门的远见。
- 这种增长趋势会因为华为的淡出而继续保持,但OVM之间的竞争会持续存在。
- 线上线下的占比会成为未来一段时间的敏感战场。
<hr/>大概搜了下,按照counterpoint 的统计,OPPO在2020年Q4份额是16%。(各家统计数据差别似乎蛮大,所以看看趋势就好)
数据源:点我看全文
所以,虽然这个数据是1月份的统计,但总之OPPO干的不错。
回到这个问题上,我找了下counterpoint的报告原文:
OPPO Becomes Number 1 Smartphone Brand in China for First Time Ever大概意思可以表述为三个部分:
- 华为的衰落让渡出了相当一部分市场份额
- Reno5相较之前的成功
- A系列在中端市场上的强势。
首先说华为的问题:
...OPPO’s growth was in part also driven by Huawei’s decline, a trend that also benefitted Xiaomi and vivo. Xiaomi is benefiting the most from the decline in Huawei’s online share, while OPPO and vivo have been capturing the offline segment...
Huawei’s declining trend will continue in 2021, with other OEMs gaining share from the gap created by its decline.This was further helped by the decline of Huawei.” 简单来说就是:华为在制裁下选择了利润更高的产品线,舍弃了相当大比重的线上线下销售份额(线上小米,线下OV),而且这种份额上的变化趋势会在2021年继续延续。
反映到现实生活中,大概就是较小的店铺从近几年的一片红恢复到了之前的蓝绿竞争。
然后是Reno产品线的成功:
The new Reno 5 series (Reno 5, Reno 5 Pro and Reno 5 Pro +) has been the best-performing Reno series since its rebranding by OPPO.
Compared to the Reno 4...These are significant upgrades, but the launch price of Reno 5 in China was 10% lower than that for Reno 4. This also helped OPPO gain initial momentum. 报告中这段表述的意思是......因为Reno5系列比之前更有性价比,所以它获得了更大的成功。毕竟相较于Reno4,它在几项重大升级的同时,还降价了10%。
嗯,是的,线下市场或者中高端市场一样是有性价比这一说的。
以及闷声发大财的A系列:
5G devices are increasingly finding their way into the sub-$300 price band. Close to one-third of the 5G devices sold in China in January were below the $300 mark. OPPO has been able to capitalize on this demand through its affordable A series. The A72 5G has been the best-selling 5G device in the segment since November 2020. OPPO has been able to gain share from Huawei’s Nova and Enjoy series as well.
Driven by the combination of the A-series and Reno series, OPPO emerged as the largest 5G smartphone brand in China in the sub-$600 price segment. 根据报告汇总的说法,5G手机销量中有三分之一低于300美元。而作为代表,A72从2020年11月起成了销量最好的5G手机。
再加上Reno系列,OPPO在600美元以下的价格区间内成为份额最大的5G手机厂商。
<hr/>个人碎碎念:
无论是同行还是吃瓜群众,对于OPPO的增速,我们可以长期观察一下。作为典型的线下品牌,他们今年会吃到一些红利,也遭遇一些挑战。
红利很好理解:华为的退出和线下市场的回暖。
挑战则要复杂一点:
- 线上线下份额的变化趋势——一定程度上这代表了导购或者卖家对手机解释权的稀释。
- 线上线下的打通——两个原本相对独立的市场一旦打通,趋势变化会加剧。
这种趋势下,线上产品被迫开始在乎颜值手感和细节,而线下产品也不得不在参数配置上去跟线上产品打一打正面。逐渐同质化后,谁的能力更强,谁的效率更高,谁就能拿下更多的份额。
具体谁能赢不好说,但做加法的小米和做减法的OV,前者的游戏难度可能多少小那么一点点。
以及,这种级别的竞争,可能只是全球范围内的一个开始。 |
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