At the ninth anniversary of Chinese electronics firm OnePlus on December 17, company founder Pete Lau announced that they are now positioned as a performance-focused brand under OPPO. Additionally, OPPO will invest 10 billion yuan ($1.43 billion) in OnePlus throughout the next three years, providing support in terms of technology, channels and services.
Lau pointed out that in the current consumption environment, users’ purchasing preferences are increasingly diversified, and it is difficult for a single product or brand to meet the needs and preferences of different users, adding that OPPO and OnePlus will establish their own brand characteristics and launch differentiated products for different users.
OPPO will continue to lead the industry in imaging and design through its Find and Reno series, while OnePlus will focus on performance. In the future, online channels will be the main battlefield of OnePlus, as its user groups are mainly young males, and the probability of their purchasing products online is relatively high.
In addition, the leading technologies of the OPPO Research Institute and R&D Department will give priority to OnePlus. At the channel and service level, OnePlus has settled in over 5,000 offline stores of OPPO nationwide, and 1,000 service outlets of OPPO nationwide are open to OnePlus users.
Louis Li, the president of OnePlus China, said at the anniversary ceremony, “OnePlus will still focus on products in the future. The 10 billion yuan funds invested by OPPO will be mainly used for product research and development. In the next three years, our hardware net profit rate can be 0 to better serve consumers.” Regarding the development goal of OnePlus, Li said that he hoped that OnePlus would become the first in the mobile phone market with a price range of over 2,000 yuan.
The upcoming OnePlus 11 smartphone also made an initial appearance at this ceremony. According to an official introduction, OnePlus 11 has been perfected for one year, integrating the strongest internal performance research and development resources and the top design capabilities. Judging from the warm-up video, this device has undergone a design adjustment to the rear camera module. A circular rear camera area was added and below the camera module, an area slightly higher than the back shell of the fuselage can be seen.
Previous tips showed that the OnePlus 11 will be available in black and green colors, with a 6.7-inch curved screen with resolution of 3216 × 1440, a built-in 5000mAh battery, a 50-megapixel main camera, a 48-megapixel lens and a 32-megapixel sensor.