OPPO has become the only growth brand of Top 5 in China, with remarkable achievements

Xiao Bian feels that this year has indeed been a turbulent year. War, epidemic, the new cold war, negative pressure, and the global economic recession have also ushered in a cold winter in the mobile phone market under such an environment. However, in such a severe environment, there is still a domestic brand that has not only gained a firm foothold but also increased its market share and sales. This brand is known as OPPIO, Now let's see what achievements it has made.

The first half of 2022 is full of difficulties. First, there is the aftermath of the epidemic, and then there is the impact of the Ukrainian crisis and all kinds of extreme weather. The global economy shows a downward trend. The economic downturn has also seriously affected the entire consumer electronics market, and many categories have experienced different degrees of decline. Among them, the category of personal intelligent audio equipment is a disaster area, with almost all categories falling. Only TWS is the only category of personal intelligent audio equipment that has achieved growth. According to data, the global total sales in the second quarter reached 63 million units, up 8% year on year.

Of course, this data is not optimistic. A large part of the driving force for the increase in shipments is the counter trend growth of India, the world's third largest TWS equipment market. India's shipments increased by 55% in the second quarter. In addition, behind the growth of shipments, the market value of TWS dropped by 2.9%, which is not optimistic for the TWS brand.

However, among many brands, OPPO (including One Plus) gave a very eye-catching report card in the second quarter. The year-on-year growth in the Chinese market and the Indian market reached 119% and 583% respectively, which is one of the few brands that achieved a rise against the trend.

Layout in overseas market, OPPO earphones in India occupy the third place with great value

The first is the Indian market. As one of the most potential consumer markets in the world, India has become the main battlefield for domestic smart device brands to go to sea in recent years. However, with India's strong support for local enterprises, the "honeymoon period" of India and domestic smart device brands is gradually ending.

Since 2021, Chinese smart device brands have been repeatedly beaten by the Indian government, and the blows are still increasing. At the same time, India's local brands also followed suit and gradually increased their market share. According to Canalys' data, three of the top five Indian brands in the Indian TWS market in the second quarter of this year are boAt, Nosie and boult.

Among them, boAt ranked first with 47% share, and Noise ranked second. OPPO ranked third with a growth rate of 583% and a market share of 7%, becoming the only domestic brand to enter TOP 5.

In the Indian market, the overwhelming majority of TWS earphones come from the low-end market, and the Indian local brands led by boAt are targeting this market, and the volume oriented products with affordable prices have risen rapidly. Obviously, OPPO can make a breakthrough in the difficult Indian market. It is also aware of the characteristics of the Indian market and focuses on developing TWS products with affordable prices and more differentiated design and functional selling points. OPPO India released in August this year; Enco  Buds  2 is a good example. It supports IPX4; Grade I waterproof and dustproof, Bluetooth; 5.2 Fast charging, the TWS featuring strong bass only sells for 1799; Indian Rupees (about RMB 155.07), highly competitive.

It can be said that in the context of India's vigorous development of "Made in India", OPPO's achievements in earphones can be said to be very valuable, and OPPO's strategy of actively distributing earphones in overseas markets has been rewarded.

Deeply cultivate the product itself, OPPO earphones' domestic market grew against the trend

Returning to the domestic market, the domestic smartphone market in the first half of this year can be said to have experienced a cold overnight. On the one hand, the economic downturn and the consumption degradation led to a sharp decline in demand for smartphones; On the other hand, the slowdown of smartphone device performance iteration has further extended the replacement cycle of consumers, and the combination of the two has led to a continuous decline in smartphone sales. This has also led to a further decline in the TWS products that have a strong correlation with smartphones.

Nowadays, the domestic consumption demand is generally rational, and the selection of products is not only about "cost performance", but also about "quality price ratio" and various differentiated functions. There is no doubt that OPPO's TWS earphones do show great strength in all aspects, and the counter trend growth of sales is a good proof 

The arrival of winter is both a challenge and an opportunity

From the current perspective, this year is likely to be a turning point in the development of TWS equipment. On the one hand, the rise of the Indian market is bound to attract more TWS brand layout, and the competition for middle and low-end products will be more intense; On the other hand, Apple's shrinking market share in high-end TWS will also intensify competition in the high-end market.

There is no doubt that the entire consumer market is in a "cold winter", and the TWS industry is also facing considerable challenges. Of course, challenges and opportunities coexist. In an environment where market reshuffle is highly likely to occur, OPPO has seized the opportunity and made a good response. The counter trend growth of the two major core markets in China and India is a good proof that the future is worth looking forward to.

From the above report and analysis, domestic brands such as Xiaomi and Huawei did not perform well in the second quarter of this year. Only OPPO and its sub brands, together, made remarkable achievements during this period. With a growth rate of 583% and a market share of 7%, they ranked third and became the only domestic brand to enter TOP 5.