OnePlus and OPPO will collaborate in a two-pronged strategy. On Saturday 17 December, OnePlus held an event to celebrate its 9 years of life and, on the occasion, the founder of the brand, as well as OPPO’s chief product officer, Pete Lau (alias Liu Zuohu) announced how the strategic partnership between its two brands will take shape.
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After the merger between OPPO and OnePlus implemented in 2021, it was necessary to redefine the roles of the two brands. This has been explained in the past few hours under the banner of a “dual-brand” strategy which will see the two brands both being of primary importance (“dual primary”), albeit with different focuses. Specifically, OPPO will be a brand that, with the Reno and Find lines (such as the recent Find N2 and Find N2 Flip), will focus above all on design and imaging: OnePlus, on the other hand, focused on online sales channels, will be aimed on setting up flagship smartphones in terms of design and performance.
OPPO will invest 10 billion yuan (about 1.35 billion euros) in OnePlus over the next 3 years, especially for the development of new products, with the aim of offering users the best features at the most affordable price. At the same time, the company is also willing to have a profit margin close to zero on these products.
In the context of the event, Lau substantiated the collaboration between OPPO and OnePlus in other ways as well. OPPO has already sold OnePlus products online and will now also do so in its “more than 5,000 offline outlets in China”: more than 1,000 offline after-sales networks will be shared between the two brands and OnePlus customers will be able to have their devices repaired at the OPPO service points in China. Finally, OPPO will make its research and development department (OPPO Research Institute Innovation Accelerator) available in favor of the OnePlus sub-brand.
