OPPO launched the thinnest 5G phone Reno 3 and Reno 3 pro

OPPO has placed future bets on the "reno" series. On December 26, 2019, OPPO reno 3 was released in Hangzhou. This 5G phone is OPPO's last product of the year and OPPO's fourth Reno product in 8 months. There are two versions of the OPPO Reno3 series: OPPO Reno3 and OPPO Reno3 Pro. The entire Reno3 series is equipped with SA / NSA dual-mode 5G as standard. It is equipped with MediaTek Teana 1000L 5G chip and Qualcomm Snapdragon 765G 5G chip. The price starts from 3399 yuan. . The Reno series is considered by OPPO as a product that represents "the next 10 years". OPPO has been known for its offline channels and advertising endorsements. Although it has harvested a large number of sales in 2-6 cities in the past few years, its brand capabilities have been questioned and OPPO is eager to change.

In 2018, the company hired a young marketing leader and launched a new "reno" series in April this year, trying to communicate with consumers in a younger and more fashionable way, and let more first-tier urban groups Accept OPPO. From April to December this year, OPPO successively launched four reno series products: in April, the first generation of reno was released; in September, reno 2 was released; in October, reno ace was released; in December, reno 3 was released. Not only that, Reno also replaced the R series that has accumulated in the offline market, no longer used the good star spokesman method, and adopted a new UI system. OPPO's rhythm is also different from other mobile phone companies. Huawei regards the Mate 30 series as the annual fist product, and vivo has the annual technology integration product NEX 3, etc., but OPPO chose to spread its power among various products. Shen Yiren, vice president of OPPO and president of China Mainland Business Department, said that no one brand or product can satisfy everyone. Consumers ’consumer preferences are becoming more and more differentiated, and it is impossible for the mobile phone of the past to become the so-called" absolute explosion ".

The main features of the first generation of reno products are zoom, reno 2 is video stabilization, reno ace is charging and gaming, and reno 3 is 5G. "This year's product rhythm has exceeded expectations. The reasonable situation is two generations a year. Because of the early release of the Qualcomm 765 platform, we have also advanced the time to market." Wu Qiang, vice president of OPPO and president of global sales, told the interface reporter that the product will be adjusted next year. Keep pace with two generations of products a year. Wu Qiang believes that the OPPO reno series is still far from being successful. It needs to iterate through more products, continue to accurately locate, and research the target population. Although OPPO is trying to "change the law", from the trend of this year, the effect is not as smooth as expected. According to IDC's data, in the third quarter of 2019, OPPO ranked third in the domestic mobile phone market, down 21.7% year-on-year (excluding OnePlus and realme series).

However, it is worth noting that all major mobile phone manufacturers have declined, and only Huawei has maintained growth. The second-ranked vivo dropped by 18.9%; the fourth-ranked Xiaomi dropped by 30.5%; Huawei's jumped by 64.6%.

Although the shrinking of the Chinese mobile phone market and Huawei's strength in the country have brought a lot of influence to OPPO, from the data performance of this year, OPPO has even begun to lag behind the latecomer vivo. A person in charge of a county-level dealer in Guangdong Province told an interface reporter that OPPO has become more fashionable in consumer perceptions, but this year's vivo's application of technology is more radical. In comparison, many Consumers are more open to explicit technology. "We have internal reviews and reflections, many decisions are not done properly, and we need to return to the right track in the future." Wu Qiang acknowledged that OPPO has indeed deviated this year. There are many factors in sales issues, including products, brands, and marketing This is a very big test for the stage of corporate transformation. Wu Qiang believes that what OPPO was good at in the past has become an obstacle to growth. The entire organization, managers, and mindset have solidified, but the market environment and competitors are changing. Since the second half of this year, OPPO aware of the problem is readjusting its strategy. In August, OPPO separated the "battalion" from the "pin" and reactivated veteran Wu Qiang to control sales.

Public information shows that Wu Qiang, vice president of OPPO and president of the overseas business unit, will serve as vice president of OPPO and president of global sales, and Shen Yiren, vice president of OPPO and president of mainland China will serve as vice president of OPPO and president of global marketing. Both Wu Qiang and Shen Yi reported to OPPO CEO Chen Mingyong. In December, at the OPPO Future Technology Conference, OPPO founder and CEO Chen Mingyong first appeared at the conference site and proposed a new strategic direction for OPPO: OPPO will invest 50 billion R & D funds in the next three years and enter the IOT industry . According to the plan, OPPO will officially launch smart watches, smart wireless headsets and 5G CPE products in the first quarter of 2020, and gradually develop in Western Europe, North America and other regions. In addition, it is necessary to deepen the understanding of the online platform and let the offline channels begin to learn to sell IOT products. "The market ups and downs are normal commercial phenomena. There will be no major changes in the Chinese mobile phone market next year, but there may be changes in the rankings of several merchants. We now make fewer mistakes than anyone else," said Wu Qiang.

Wu Qiang, Vice President of OPPO: The current competitive environment is less likely to make mistakes. For the fierce competition and hegemony in 2019, Wu Qiang, Vice President of OPPO believes that from the current situation, there will be no significant changes in the (mobile phone industry) Several head manufacturers will not die immediately. The only thing that changes is the ranking among several manufacturers. (Future development) It depends on who made the few mistakes. In 2019, competition in the mobile phone industry is unprecedentedly fierce. Product innovation is essential if you want to grab users in a sluggish market environment. Looking back throughout the year, folding screens, ten-times zoom lenses, AI algorithms, and under-camera cameras continue to appear. Among them, the folding screen has become the most eye-catching new form in the mobile phone market, but the high price is limited to early adopters; With the commercialization of 5G, players have almost always focused their technological evolution on 5G mobile phones.

As the pioneers of domestic 5G, as of now, Huawei, OPPO, vivo, Xiaomi, and ZTE have all launched their own 5G mobile phones. However, since the chips used in 5G mobile phones are still in the early stage of mass production, the cost has remained high. Many people in the industry expect that 5G mobile phones will not have a thousand yuan handset until the second half of 2020. However, in the strategy of competition, the most direct and effective way to open the market is price war. In order to seize the first batch of 5G replacement users, Redmi, a brand of the Xiaomi Group, took the lead in lowering the price of 5G mobile phones to 1999 yuan, and Wu Qiang, vice president of OPPO and president of global sales, also said, "At the end of next year, OPPO will likely have 1,000-2000 yuan. There will be 5G products in the price range. " Competition makes fewer mistakes. A few days ago, data released by market research agency Counterpoint showed that due to economic factors and consumer replacement cycles, the Chinese smartphone market in the third quarter of 2019 fell by 5% year-on-year, but increased by 3% year-on-year. Compared with the previous two quarters, the decline has eased. In terms of brand performance, the four domestic first-tier manufacturers of "Huami OV" have really distanced themselves from other brands. Canalys' third-quarter report on the Chinese smartphone market shows that Huawei brand shipments in the third quarter were 41.5 million units, with a market share of a record 42%; vivo ranked second, with 17.5 million units shipped. The market share was 17.9%, followed by OPPO, with 17 million units shipped, with a market share of 17.4%; Xiaomi, the fourth largest, shipped 8.8 million units, with a market share of 9%. While the overall shipments of other brands fell by 31%, the Matthew effect of the mobile phone market has further intensified.

For 2019 with fierce competition and hegemony, Wu Qiang believes that from the current situation, there will be no major changes in the (mobile phone industry). Several head manufacturers will not die immediately. The only change is the number of Ranking among manufacturers, (future development), depends on who makes fewer mistakes. "To date, there are only a few leading manufacturers in the entire industry. Each one has its own characteristics and areas of expertise, and its capabilities are strong and its strength is very strong. It is not said which one can easily eat another. No one can rely on a single product to reverse the situation. The current competitive environment is about who makes fewer mistakes, and once they make mistakes, especially fatal ones, they will plummet. "Wu Qiang said. Starting a price war on 5G mobile phones in advance, as domestic smartphones fall into the Red Sea, major manufacturers are looking for incremental markets. Among them, the folding screen is the most eye-catching new form of mobile phone in the mobile phone market this year, but the high price is limited to the early adopters of niche users. With the commercialization of 5G, players have almost focused on the evolution of technology in 5G mobile phones. Unlike the deserted ones at the end of previous years, in order to snatch the first batch of 5G users, the reporter of "Daily Settlement News" noticed that this month alone, many mobile phone manufacturers launched their own 5G models.

On December 10, Redmi, a brand of the Xiaomi Group, officially released the first 5G mobile phone, Redmi K30 5G. This product is equipped with the world's first Qualcomm Snapdragon 765G processor, but the starting price is only 1999 yuan. It is the first to drop the price of 5G mobile phones. To "thousand yuan". Lu Weibing, vice president of Xiaomi Group and general manager of the Redmi brand, believes that the significance of Redmi K30 5G for the popularization of 5G is comparable to the promotion of the popularization of smart phones by Xiaomi 1st generation in 2011. On December 16, vivo launched the X30 series. This series is equipped with the Exynos 980 chip, which is jointly developed with Samsung, and supports NSA / SA dual-mode. This is not only a layout for vivo to cope with the new challenges of 5G, but also a brand new attempt to control core competitiveness like chips in its own hands. As of now, vivo has released 3 5G mobile phones, covering mid- to high-end prices. In addition, according to IDC's third-quarter 2019 5G mobile phone market vendor share data, vivo 5G terminals account for more than 50%. On December 26, OPPO also joined the competition of dual-mode 5G mobile phones, released the new Reno3 series, and all series support SA / NSA dual-mode 5G. Among them, OPPO Reno3 uses MediaTek Teana 1000L 5G chip; OPPO Reno3 Pro is equipped with Qualcomm's Snapdragon 765 series 5G SoC. In the first quarter of next year, OnePlus, Xiaomi and OPPO will also launch high-end flagship 5G models equipped with Qualcomm's Snapdragon 865 chip.

Wu Qiang had previously predicted that China's 5G mobile phones will be around 150 million in 2020. Although he did not disclose the estimated shipments of Reno3, he emphasized that 2020 will be a year of rapid development of 5G smart terminals. The transition of 5G mobile phones from the introduction phase to the large-scale development stage is inseparable from the price drop. At the same time, cost performance is also an effective way for a mobile phone brand to quickly seize new markets. In addition to the "price butcher" Xiaomi, OPPO's 5G products will also penetrate the full price model next year. Wu Qiang said: "In the first half of next year, OPPO products in the Chinese market that cost more than 3,000 yuan are 5G mobile phones; according to the maturity and development route of the entire 5G resources and technology, it is expected that OPPO will be around 2,000-3,000 yuan by the summer next year. 5G products will be launched at the price level; at the end of next year, there will likely be 5G products between the price range of 1,000-2000 yuan. " Wu Qiang believes that with the continuous maturity of technology and the entire industrial chain, the average unit price of 5G smart terminals will gradually spread, and the price difference between 5G and 4G products will gradually narrow.

The biggest highlight of the Reno 3 Pro is that it is thin and light, weighing only 171g, and the thickness of the fuselage is controlled at 7.7mm. In comparison, the previously released Honor V30 weighs 213g and has a thickness of 8.9mm. This will also be the first mass-produced 5G dual-mode mobile phone-it didn't catch up with the first launch of Qualcomm's 5G dual-mode chip 765G, and the first batch of listings is more than compensation. However, the first opportunity has been lost. Although the K30 has not been launched, its initial launch has made users expect the price of 5G phones to plummet. The Reno 3 Pro starts at 3,999 yuan. When the K30 hits the 1999 price, the price is not so friendly.

In addition to 5G and thin, the Reno 3 Pro is flat, but the configuration is worth the price. The front uses a 6.5-inch hyperbolic flexible perforated screen with a refresh rate of 90Hz and a rear camera of 48 million pixels. Similar to Reno 2, it is also equipped with Ultra Steady 2.0 video dual image stabilization. Both the main camera and the wide-angle are optimized, which is more suitable for shooting videos. 5G mobile phones consume more power than 4G mobile phones, and OPPO tries its best to solve this problem. This time, a large 4025 mAh battery was used, equipped with VOOC4.0 flash charge technology, which can be charged to 50% in 20 minutes. However, as far as the hands-on experience is concerned, the 4025 mAh battery cannot be maintained for a whole day after being fully charged. After the battery ages, the short standby time will cause some trouble. Among the dual-mode phones released so far, Reno 3 Pro has the smallest battery capacity. How to find a balance between thinness and durability is also a problem that 5G mobile phone manufacturers need to overcome.

OPPO's Reno series went on sale in the middle of this year and has now released 4 phones. OPPO is very anxious. They cut off the R series and bet on the new series, but they caught up with Huawei's domestic siege. OPPO doesn't have much time left. With this sense of urgency, Reno even had to change his original intention. Originally this series started a new stove, following the internationalization and quality line, so the first generation of products did not invite spokespersons, and the promotional videos are quite different from the past OPPO style-quite European and American style. However, this time, Reno 3 has returned to the old road, and invited Xiao Zhan, one of the hottest traffic, to be the spokesperson. This may also be a compromise that Reno had to make. After all, Red Steel, the "straight man in steel", put down his body, and invited Wang Yibo's contemporary words to attract the attention of female users. High-end, restrained, low-key styles do not work in the short and flat domestic market.

The antidote prescribed by OPPO for itself was finally revealed at the conference of Reno3. In addition to mobile phones, OPPO's IoT products finally appeared, and TWS headset Enco Free became the highlight of the second half. This headset is the world's first TWS headset with super dynamic speakers. Of course, the price is not cheap, it is 699 yuan. OPPO is obviously more radical than vivo on IoT, and of course it is more conservative than Xiaomi and Huawei. The fire of TWS has already been burning long, OPPO seems to be overdue. However, both the blue and green factories are accustomed to the latecomers, and relying on offline stores still starring, their IoT products will more easily reach users. 2020 will be a crucial year for OPPO, and the 5G replacement wave will begin to surge. Whether or not we can grasp this window will determine the fate of OPPO in the next few years.