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Oppo Uses Mid-To-High End Pricing Strategy and Product Differentiation to Attract Female Consumers: MIC
May 27, 2016

Chinese smartphone vendors witnessed year-on-year growth in the worldwide market over the last few years. The market share of Chinese vendors in the global top 10 vendors has increased from 8% in 2012 to 20.3% in 2015, according to MIC (Market Intelligence & Consulting Institute), a Taipei-based IT research institute. "The smartphone market in China however was getting close to saturation point in 2015. Major Chinese vendors like Xiaomi and Lenovo are all seeing slow sales except Oppo, which has turned out relatively unaffected by the current market saturation. In fact, the company is making great strides against the trend to become the fourth-largest smartphone vendor in China," says Ian Wang, industry analyst with MIC.

Product Positioning of Oppo Flagship Smartphones, 2012 – 2016

Source: MIC, May 2016

"Focusing on the needs of female consumers, Oppo has built super slim handsets with appealing features like rotating cameras to enhance the selfie experience and VOOC flash charging to deal with battery drains from heavy usage," says Wang. "Overall speaking, Oppo's Find, N and R series are the star products of the company. Complete with rotating cameras and flash charging technology, these super slim smartphones, which come in mid-to-high end price range, appeals particularly to female consumers."

To see more about this report, please visit: A Deep Dive into OPPO Smartphone Product and Market Strategy

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Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry.