Even if it is called the blue-green brothers by the industry, a dark battle between OPPO and vivo has already begun. In fact, as early as last year, vivo launched the Xplay6 flagship with a hyperbolic screen. The contest between OPPO and vivo has changed from a dark battle to a bright match.
From the point of view of sales, OPPO is facing pressure from vivo to catch up. According to data released by the international research institute GFK, in the past 2017, Huawei ranked first with sales of 102 million units, with a sales share of 23%; in the second place, OPPO sold 77.56 million units a year; third place The annual sales of vivo reached 72.23 million units. Obviously, OPPO sales are only 5.33 million higher than vivo.
In the third quarter of last year, OPPO's market share was only one percentage point higher than vivo. In terms of sales throughout the year, the distance between the two manufacturers is getting smaller and smaller. As two manufacturers with similar products, marketing models and channels, OPPO and vivo are eager to find breakthrough points for differentiated competition, so as to open up their opponents. Judging from the market situation last year, the competition between OPPO and vivo in 2018 is more intense.
In order to differentiate from OPPO, since the beginning of last year, vivo has begun to redefine the Xplay series. While continuing the HiFi sound quality, vivo has introduced a hyperbolic screen and Qualcomm 820 flagship processor. In this way, the X series of vivo competes with the R series of OPPO, and the Xplay series is used to open up the high-end market. Although the previous vivo also has Xplay series products, the support for this product can be said to have reached an unprecedented height in 2017.
In fact, the intention of vivo is very obvious, with Xplay series products, grab the market share of Samsung's flagship mobile phone in China. As everyone knows, Samsung’s high-end flagship mobile phone market share has fallen sharply due to the impact of Samsung’s Note7 “explosion doorâ€. One point to note is that Samsung’s mobile phone lost its high-end market, some of which was seized by Huawei and the other part was seized by Apple. Therefore, vivo does not want to give up this great opportunity.
In contrast, in the high-end mobile phone market, OPPO has not restarted the hidden Find series of products, and still concentrate all the energy to build the R series. Since last year, OPPO and vivo have been part of the product strategy. Since the vivo aspect of Xplay6 has not been disclosed, the gap with OPPO sales has become smaller and smaller. In the future, how to further narrow the sales gap with OPPO will be the focus of vivo next year.
From vivo to grab the layout of the full-screen products, and then to the first to launch the screen fingerprint version of the X20 Plus products, behind a series of strategies, is the eager to form a distinct differentiation between the product and the OPPO. Another person familiar with the matter broke the news that the 2018 vivo Xplay6 product will use the latest screen fingerprint recognition. In the context of the global bottleneck in the smartphone industry, vivo's screen fingerprinting technology is still attractive to consumers.
Through continuous technological innovation, vivo has a very distinctive personality on the product and will be differentiated from OPPO products. However, the differentiation of products is a prelude to the battle between OPPO and vivo, and can not be said to be beyond the weight of OPPO. Another person broke the news that in 2018 OPPO may re-launch the Find series. If the rumors are true, how should vivo respond?
After a fierce game, OPPO and vivo, the blue-green brothers, successfully entered the first-line camp and competed with Huawei. In the next competition, the competition between Huawei, OPPO and vivo will become more and more fierce, and will be surpassed by the opponent with a little carelessness. As one analyst put it, the competition in the first-line camp is a process in which the three markets ate each other. On the surface, the gap between vivo and OPPO sales is getting smaller and smaller, which does not mean that vivo can easily exceed OPPO, because OPPO is also grabbing the market share of vivo.
In the final analysis, the market competition between OPPO and vivo is no longer a pure sales battle. In terms of sales volume, Huawei's sales exceeded 100 million units, while OPPO and vivo sales were around 70 million units. From the data alone, the market competition for OPPO and vivo will be a difficult and protracted war, and a long-term battle that is difficult to distinguish between winning and losing in a short period of time.
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