Core Insights - OnePlus is adopting a focused "anti-consensus" strategy to carve out a unique growth path in a slowing smartphone market, emphasizing a "Performance Ultra" product strategy aimed at young gaming enthusiasts [1][2][7] - The company reported a 36.7% year-on-year growth in Q3 and expects to approach a 50% growth rate for the year, driven by a clear and aggressive business logic targeting a specific user group [1][3][7] Product Strategy - OnePlus is prioritizing user experience by focusing on performance and gaming, opting for a 1.5K+165Hz screen instead of a traditional 2K display, which is seen as a better fit for user needs despite some controversy [2][3] - The decision to remove the Hasselblad branding from the OnePlus 15 does not compromise its imaging capabilities, as the company maintains a strong focus on color and aesthetic quality [4][6] Pricing and Cost Management - Despite rising supply chain costs, particularly in memory components, OnePlus is committed to its zero-profit pricing strategy for hardware over the next three years, prioritizing user experience and scale over immediate profitability [3][4] - The company aims to set the most sincere prices while ensuring product quality, reflecting confidence in its growth trajectory [3][7] Brand Synergy and Market Positioning - OnePlus emphasizes that its collaboration with OPPO does not hinder its market strategy, as both brands target different user segments, allowing for a clear product definition without compromise [4][5] - The company is focused on maintaining its identity and product strategy, ensuring that its offerings remain distinct from OPPO's flagship products [4][5] Future Outlook - OnePlus plans to deepen its focus on gaming and performance, considering new product categories only if they align with its core user base and scenarios [5][6] - The company is collaborating closely with Qualcomm to launch the next-generation Snapdragon 8 flagship chip, which has been co-developed over two years, indicating a commitment to innovation [6][7]
对话一加中国区总裁李杰： 为何放弃2K与哈苏？揭秘165Hz高刷背后的“反共识”抉择
Feng Huang Wang·2025-10-28 05:52