In the next three years, Yijia will take the first place in the mobile phone online market share of 2000 yuan+

On December 17, OnePlus held a speech on the anniversary of OnePlus 9. Liu Zuohu, chief product officer of OPPO, founder of Yijia brand, and Li Jie, president of Yijia China delivered speeches respectively. After the anniversary celebration, Yijia invited the media to conduct group interviews, and the two also revealed the details of Yijia's future development. OPPO will cooperate with Yijia's dual brand differentiation route to gain incremental market. At the same time, further subdivide the brand positioning of OPPO and Yijia. In the next three years, one plus will do 2000 yuan+ mobile phone The online market share is the first.

Liu Zuohu, founder of Yijia brand

Big spending, spending 10 billion yuan in three years

Spending 10 billion yuan in three years is the most concerned issue. Where will Canada invest 10 billion yuan? How to invest? What is the focus?

Liu Zuohu said that the core part is research and development. Li Jie added later that Yijia has always focused on the performance track, and has entered the "deep water area" from the early era of chip assembly, process assembly and memory assembly. With the increase of the user's replacement cycle, how to keep non stuck for 48 months or even longer, or in terms of the startup speed, switching speed and backstage survival of some applications, this requires long-term manpower and technical reserves, which require investment on the R&D side.

The initial R&D achievements have been One plus 11 Appears on the. Li Jie said that he would launch something revolutionary about memory, which has been officially recognized by Google.

These things should be used in the bottom layer. If you want to use it smoothly for a long time, you need to do in-depth changes and technology research and development with the Android file system, including the entire mode of storage, including the scheduling of the entire CPU.

As you can see, Yijia will polish the bottom layer on the overall use details of mobile phones. At the same time of full hardware configuration, in-depth software and hardware coordination adjustment is carried out to create the ultimate performance experience. The texture design is the brand label of Yijia. For Yijia, the design is the part that cannot be compromised. The product should have both face value and hand feeling while achieving full performance.

The main performance, OPPO online is a plus

After returning to OPPO last year, the two have achieved mutual communication in resources and subdivision in positioning. OPPO will become a global technology brand leading the smart life, and Yijia will become a pioneer brand of OPPO's main performance.

Liu Zuohu also announced that OPPO will open the escort plan for OnePlus and provide support for OnePlus in four dimensions: capital, technology, channels and services. In addition to the 10 billion yuan mentioned above, OPPO Research Institute's relevant cutting-edge technology, more than 5000 offline stores and nearly 1000 after-sales outlets across the country will serve one plus users.

Liu Zuohu said that many users still want to see and touch a mobile phone that costs thousands of yuan. In terms of these needs, OPPO retail stores will be used to carry them, so that at least all users who want to buy OnePlus can experience the products of OnePlus at a close distance, which is the main purpose. And OPPO online is one plus. Yijia has always been doing online, which is also a gene of Yijia.

The author observed that on this year's Double 11, One plus Ace Pro has won the double champion of Tmall 3000 yuan, and the price of JD Ditto is 3000 yuan - 3999 yuan, which is the top 2 in terms of sales volume. As a new series, Ace series has made such achievements, which is a phased success in returning to OPPO for segmentation positioning.

When it is the first in three years, the comprehensive net profit rate of hardware can be 0

At the anniversary celebration, Yijia said that in the next three years, Yijia will become the first in the mobile phone online market share of 2000 yuan+.

Liu Zuohu said that he would put more costs into the products, and make the products perfect to give users a worthwhile experience, but this does not mean low prices.

Li Jie added that the hardware comprehensive net profit margin of 0 is not a constant pursuit of low prices and price war, which is not Yijia's original intention. The core idea is to start from the needs of users, do a good job in the product, and do a good job in the real experience. Therefore, when the net profit margin is 0, we have a premise that we should first do a good job in the product.

"In addition, this sentence can be understood as that the company has given us a good policy, which allows our Yijia team not to consider the issue of profitability for the time being. The main task of Yijia in the overall strategic layout of the company is to do incremental, so we are in the breakthrough stage. When we do a good job of our products, we hope that more users can use our products, so we can give them a very appropriate price, so that users feel that the value for money is better than the value for money, and first make friends with users. It is our complete idea to build this market with such a breakthrough point. "

Moreover, Li Jie also revealed the goal of "One Plus" in the future, hoping to achieve the first share in the online market of more than 2000 yuan in the next three years.

Finally, a few words

From the initial return to OPPO's large-scale resource tilt, Yijia has completed a transformation in more than a year. Its core element is how to make friends with consumers through product services.

As a brand with high online popularity, it is difficult for consumers to experience it in person offline. Now, as soon as we use OPPO's credit channels for many years to accumulate, we have directly entered 5000 OPPO offline stores. Nearly 1000 OPPO line maintenance service stores can serve Yijia users at any time. There are three years of support of 10 billion yuan, technology sharing of OPPO Research Institute, and support for one plus hardware. The comprehensive net profit margin can be 0.

It can be said that, with the support of OPPO's dual brand strategy and escort plan, Yijia will move towards a new era of development - to achieve 2000 yuan+online market share first in three years. We are looking forward to what kind of surprises will be brought to you by the upcoming Yijia 11 series.

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