抛弃厂妹机，OPPO“求生”还有几张牌？

Core Viewpoint - Following the release of the iPhone 17, OPPO is aggressively promoting its upcoming flagship, the OPPO Find X9, aiming to establish a stronger presence in the high-end smartphone market [1][6]. Group 1: OPPO's Market Strategy - OPPO has shifted from being labeled as a "factory girl phone" to focusing on high-end products, with a significant increase in the proportion of models priced above $300 [1][4]. - The Find X8 series was a crucial attempt for OPPO, achieving a 66% year-on-year increase in sales during its first quarter [1][4]. - OPPO's strategy includes deep penetration into lower-tier cities, where it has established a strong offline presence, making it a preferred choice for practical consumers [2][4]. Group 2: Competitive Landscape - OPPO has previously surpassed Apple in domestic sales, ranking first in the overall smartphone market in 2018 with 76.37 million units sold [4]. - However, as consumer preferences shift towards quality over price, OPPO faces challenges in maintaining its market position, with a projected decline in market share in 2024 [4][5]. - By 2025, OPPO's market share is expected to stabilize at around 16%, but it will still face intense competition from Xiaomi and Honor in the mid-range segment [5]. Group 3: Technological Aspirations - OPPO aims to compete with Apple by enhancing its imaging capabilities, with the upcoming Find X9 expected to deliver a "revolution in image quality" through a five-year collaboration with Hasselblad [6][7]. - Despite these efforts, analysts express caution regarding OPPO's ability to significantly improve image quality and establish a strong high-end brand perception [9][10]. - OPPO's high-end strategy is still in its early stages, with the company needing to build a robust technological foundation beyond mere collaborations [9][10]. Group 4: Future Prospects - OPPO's investments in the foldable phone market and the performance of its sub-brand OnePlus, which saw a 31% year-on-year sales increase in the first half of 2025, provide potential growth avenues [11][13]. - The company's focus on AI technology development is also seen as a critical factor in differentiating itself from competitors [11][13]. - The upcoming launch of the Find X9 is pivotal for OPPO's high-end strategy; success could mark a significant advancement in its competitive positioning against Apple [11][14].