Core Insights - The implementation of the "mobile national subsidy" policy on January 20 significantly impacted the smartphone market, with a reported doubling of foot traffic in stores on the first day of the subsidy [1][3] - OnePlus's Ace 5 Pro emerged as a standout model, with a price drop of 400 yuan, making it the lowest-priced Snapdragon 8 Gen 2 model in the market, leading to immediate stock shortages [3][4] - The national subsidy is seen as a catalyst for consumers to opt for higher-performance products within their budget, benefiting mid-range models like the OnePlus Ace 5 series [4][5] Industry Impact - The national subsidy policy, which offers a 15% rebate on smartphones priced under 6000 yuan, has led to a 5% year-on-year increase in smartphone shipments in Q1 2025, totaling 70.9 million units [4] - Industry experts note that while the subsidy has stimulated initial demand, its marginal benefits may diminish over time, raising questions about the sustainability of growth in subsequent quarters [4][5] - OnePlus is strategically targeting the small-screen smartphone market, which has a significant demand gap, with the upcoming OnePlus 13T positioned to meet this need [5]

Core Viewpoint - OnePlus has launched the OnePlus 13T, positioning it as the industry's first small-screen performance flagship, addressing current small-screen usage pain points while enhancing user experience in terms of performance, design, and battery life [1][2]. Group 1: Product Features - The OnePlus 13T features a 6.32-inch lightweight body, equipped with the Snapdragon 8 Gen 2 mobile platform, up to 16GB LPDDR5X RAM, and 1TB UFS 4.0 storage, enhancing gaming performance with proprietary technologies [1]. - It introduces the G1 gaming Wi-Fi chip, achieving Wi-Fi connectivity over 100 meters and across six floors, supported by 11 high-power antennas for 360-degree signal coverage [2]. - The device supports 80W Super Flash Charge with the SUPERVOOC S power management chip, achieving a discharge efficiency of 99.5% and offering various intelligent charging modes [3]. Group 2: User Experience Enhancements - The OnePlus 13T incorporates "Eye Care 2.0" features for improved eye health, including DC dimming and adaptive color temperature technologies, ensuring clarity and color accuracy even in bright outdoor conditions [3]. - The ColorOS 15 operating system, based on proprietary engines, enhances user experience with features like "free-form window" and "notification stacking," optimizing performance for small-screen devices [4]. - AI functionalities in ColorOS 15 include "AI Super Text," "AI Call Translation," and "AI Flash Notes," facilitating seamless integration across various user scenarios [5]. Group 3: Market Positioning and Strategy - OnePlus aims to redefine the small-screen smartphone market with the 13T, emphasizing its combination of compact design and high performance, appealing to users seeking portability without sacrificing capabilities [2]. - The company has committed to a five-year support plan for system updates, ensuring long-term user satisfaction and maintaining a competitive edge in the smartphone industry [5].

Core Insights - OnePlus launched the OnePlus 13T, a small-screen performance flagship, which is expected to see a sales increase of over 50% year-on-year due to the inclusion of consumer electronics in national subsidy policies [1][5] - The OnePlus 13T features a 6.32-inch screen, Snapdragon 8 Gen 2 mobile platform, and a 6260mAh battery, targeting gamers who prefer small screens [1][4] - The company emphasizes market insights and user needs as the foundation for product development, with the OnePlus 13T filling a gap in the market for high-performance small-screen devices [1][2] Market Strategy - OnePlus is focusing on user insights and technological investment as key competitive advantages, with significant efforts in battery life, heat dissipation, and gaming ecosystem [2][3] - The company plans to adjust future product designs towards simplicity and refinement, maintaining confidence in upcoming products [2] - The introduction of AI features in smartphones is seen as a gradual process, with OnePlus aiming to integrate AI capabilities while ensuring user privacy [2][3] Sales Performance - OnePlus reported a strong sales performance in Q1 2025, with the OnePlus 13 showing a 40%-50% increase in lifecycle sales compared to the OnePlus 12, and the Ace 5 series exceeding 1.6 million units sold within 100 days [4][5] - The company anticipates continued growth in the gaming performance segment and expects overall sales to increase by over 50% compared to the previous year [5] - The impact of the US "reciprocal tariff" policy on OnePlus is currently negligible, with the company focusing on meeting user needs rather than external market pressures [5]