鑫闻界｜游戏手机奶茶，在“618”“国补”蓄力中打出了组合牌

Core Insights - The mobile phone industry is experiencing a surge in activity with multiple product launches in late May, coinciding with the "618" shopping festival and national subsidies [1][8] - OnePlus has introduced the Ace 5 Supreme series, featuring a unique "gaming three-core" architecture aimed at enhancing gaming performance [2][3] - The introduction of the "1% Low Frame" metric by OnePlus signifies a shift in how mobile gaming performance is evaluated, focusing on real-time gaming experience rather than average frame rates [2] Company Developments - OnePlus launched the Ace 5 Supreme series on May 27, with starting prices of 2499 yuan and 1799 yuan, and promotional prices during the "618" event [1][2] - The Ace 5 Supreme series is positioned in the competitive 2000 yuan market segment, facing strong competition from brands like Redmi and Nubia [3] - OnePlus has established strategic partnerships with games like "Valorant Mobile" and "Peace Elite," positioning its devices as official equipment for upcoming esports events [3] Industry Trends - The mobile gaming sector is becoming a strategic focus for major brands, with OnePlus emphasizing gaming experience as a key differentiator [3] - The recent collaboration between major Chinese smartphone manufacturers to establish the UFCS 2.0 standard for fast charging indicates a move towards greater interoperability and environmental sustainability in the industry [6] - The upcoming "618" shopping festival is expected to drive a new wave of smartphone purchases, particularly among younger consumers [8] Marketing Strategies - OnePlus has engaged popular influencers and celebrities, such as Chen Duling, to enhance brand visibility and appeal to younger demographics [4] - The integration of AI technology in marketing, such as using AI to order drinks during launch events, reflects a trend towards more interactive and engaging promotional strategies [5] - Honor's collaboration with celebrity Xiao Zhan has reportedly increased pre-orders for its new series by 400%, showcasing the effectiveness of celebrity endorsements in driving sales [4]