OPPO Faces Challenges: OnePlus Weighs Down Overall Performance, Can the Find X8 Series Turn the Tide?

OPPO Faces Challenges: OnePlus Weighs Down Overall Performance, Can the Find X8 Series Turn the Tide?This year, OPPO, one of China's top five smartphone brands, seems to be facing some difficulties. According to analysis from consulting firm TechInsights, OPPO and OnePlus performed below expectations in the second quarter of 2024, with shipments declining 8% year-on-year

OPPO Faces Challenges: OnePlus Weighs Down Overall Performance, Can the Find X8 Series Turn the Tide?

This year, OPPO, one of China's top five smartphone brands, seems to be facing some difficulties. According to analysis from consulting firm TechInsights, OPPO and OnePlus performed below expectations in the second quarter of 2024, with shipments declining 8% year-on-year. Of these, OPPO shipments declined by 5% year-on-year, while OnePlus saw a 22% decline, making it a key factor dragging down overall performance.

The report shows that OPPO + OnePlus shipped a total of 25 million units in the second quarter, but this number was significantly down compared to the same period last year. Notably, OPPO is the only brand among the top 10 global brands in Q2 to experience a year-on-year decline.

The report also points out that OPPO's core shipments are concentrated in the $100-299 price range (approximately RMB 713-2132), which accounts for 77% of OPPO's total shipments. Therefore, analysts believe that OPPO will continue to invest heavily in its A series and Reno series products in the future, as these are the foundation of its brand.

While OPPO's overall performance is still decent, OnePlus's decline cannot be ignored. A 22% year-on-year decline means it is at a disadvantage in market competition. Recent data shows that OnePlus's weekly activations in China are even lower than realme, which may be the reason why OPPO Find X8 series and OnePlus Ace5 series have been accelerated for release.

OPPO faces huge pressure in the domestic market to keep up with competitors and even release new products ahead of them. Latest data shows that even if the market share of OnePlus and realme is added together, OPPO ranks only fifth with a market share of 13.83%, falling behind Honor, Xiaomi, and Huawei, not to mention the gap with Vivo, which ranks first.

What is the reason behind OnePlus's decline? There is no clear answer yet. But it is certain that OnePlus needs to adjust quickly to get back on track. OPPO needs to find new growth points to maintain its leading position among Chinese smartphone brands. Whether the Find X8 series can be the key to turning the tide remains to be seen.