Core Viewpoint - OnePlus is focusing on co-creation with young consumers, emphasizing the importance of performance and community engagement in its marketing strategy [2][4][19]. Group 1: Engagement with Young Consumers - OnePlus has recognized that young users prefer smartphones that can sustain long gaming sessions, leading to a shift in product development towards high-performance devices [2]. - The company has actively engaged with university students to understand their needs, launching initiatives like the "OnePlus Cup" esports competition to strengthen ties with this demographic [2][9]. - OnePlus has implemented a comprehensive incentive system for participants in its competitions, offering benefits such as internship opportunities and recognition within the gaming community [2][3]. Group 2: Community and Cultural Integration - OnePlus is adapting to the changing landscape of community engagement by shifting focus from online to offline activities, recognizing the resurgence of in-person interactions among young people [6][9]. - The brand has established a vibrant offline presence through events like "water friend competitions" in retail stores, fostering a sense of community among users [3][9]. - The company has built a strong online community since its inception, with over 14 million users globally, which has been instrumental in shaping its product development [7][9]. Group 3: Performance and Gaming Focus - OnePlus aims to be a leader in gaming performance, leveraging its partnership with OPPO to enhance its gaming technology and user experience [13][14]. - The company has developed proprietary gaming technologies, such as the "Wind Chaser Game Kernel," to achieve industry-leading performance metrics [14]. - OnePlus has formed strategic partnerships with major gaming studios to integrate its products into popular games, enhancing brand visibility and user engagement [17][18]. Group 4: Future Aspirations - OnePlus plans to continue expanding its esports initiatives, with the "OnePlus Cup" becoming a long-term brand event aimed at solidifying its presence in the gaming community [18]. - The company is committed to optimizing its products based on user feedback and gaming performance standards, targeting a seamless gaming experience with zero frame drops and connectivity issues [18][19].
一加圈层变阵，用「游戏牌 」征服「性能党 」
雷峰网·2025-06-13 00:40