一天连发两款旗舰，手机大厂争夺“游戏一代”

Core Insights - OnePlus has launched two flagship models, OnePlus 15 and OnePlus Ace 6, with starting prices of 3999 yuan and 2599 yuan respectively, marking a strategic price shift compared to previous models [1][2] - The company reported a 36.7% sales growth in 2025, with expectations to reach nearly 50% by year-end, and a 106% increase in users under 24 years old [1][2] - The introduction of a 165Hz refresh rate is a significant advancement in gaming performance, enhancing display speed by 27% and reducing response time by 10 milliseconds [2] Product Launch and Market Positioning - The dual flagship launch aligns with the chip release cycle and market peak buying season, driven by technological maturity and user demand [2] - OnePlus is focusing on young users with a strong preference for gaming, optimizing product design and software to meet their needs [2][3] - The competitive landscape in the smartphone market is intensifying, with major brands like Apple, Xiaomi, and others releasing new models simultaneously [3] Company Background and Strategy - OnePlus, founded in 2013, has evolved from a newcomer to a significant player in the smartphone industry, now operating under OPPO's umbrella since 2021 [4][5] - The company aims to provide a consistent high-quality experience across all sales channels, leveraging OPPO's extensive retail network [5] - OnePlus is committed to making advanced technologies like the 165Hz refresh rate accessible to a broader audience, focusing on user experience over immediate financial returns [5]