今年计划更换手机时，笔者发现某熟悉品牌的主力机型已从曲面屏改为直屏。作为始终偏好直屏设计的 用户，不禁感慨厂商终于回归实用需求，不再执着于曲面屏的"炫技"路线——这一曾被安卓阵营奉 为"高端标配"的设计，正在悄然退出主流舞台。 回溯曲面屏的兴起，2015年三星推出首款双曲面手机Galaxy S6 edge，5.1英寸的弧形屏幕，此后安卓阵 营高端机型纷纷跟风，仿佛只有搭载曲面屏，才能撑起高价定位、彰显产品档次。彼时，曲面屏生产成 本远超普通直屏，且三星作为主要供应商产能有限，厂商需排队抢购、货源紧张，三星也借此赚取了高 额利润。 曲面屏的走红，实则与手机行业追求高屏占比的趋势深度绑定。手机厂商为缩减边框、提升屏占比，连 前置摄像头都采用屏下隐藏设计；而曲面屏更是将这一趋势推向极致，不仅填满正面空间，更向机身两 侧侵占。 但这种"延伸"的实际价值，却经不起检验：侧面新增的显示面积十分有限，且弯曲区域因光线折射，易 出现色彩失真、边缘发绿等问题，影响观影与游戏体验。更让用户头疼的是握持感：曲面屏边框弧度陡 峭，长期握持易产生硌手感；若加装侧面加宽的保护壳，虽能缓解硌手问题，却也让曲面屏的设计意义 大打折扣。 曲面 ...

Market Growth Insights - The Chinese advertising market is entering a new phase characterized by "structural growth + experience-driven + value reconstruction" [1] - From January to July 2025, the advertising market showed structural growth, with significant contributions from entertainment, self-care, and technology sectors [1] - Notable increases in advertising spending were observed in personal health care (+283.4%), educational supplies (+158.0%), and footwear (+121.8%) [1][8] - The top five categories for brand growth included condiments (+28.6%) and laundry products (+24.6%), indicating resilience in these sectors [1][8] - New product promotion expenses accounted for over 40% in telecommunications and home appliance industries, with expectations of maintaining over 30% investment across most sectors in 2025 [1][10] Marketing Expression Upgrades - The shift from "single expression" to "multi-dimensional expression" is driven by the "experience economy," creating a feedback loop of "experience-resonance-viral" [2] - AI is enhancing emotional experiences in marketing, with over 50% of consumers using AI for purchasing decisions in categories like home appliances and electronics [2][12] - The report emphasizes the importance of brand value construction, noting that 57.8% of consumers prioritize brand over immediate effectiveness in decision-making [2] Cultural Experience and Engagement - Cultural experience activities are gaining popularity, with concert ticket sales reaching 1.393 billion yuan (+8.8%) in the first half of 2025, and advertising spending for concerts increasing by 58.8% [1][15] - Brands are leveraging immersive activities to enhance interaction with consumers, reflecting a new norm in cultural tourism consumption [1][15] AI and Brand Perception - The number of AI-related products and advertising expenditures surged by 442.8%, with 77% of consumers believing that AI elements enhance brand favorability [1][12] - The report suggests that brands should utilize AI effectively while increasing advertising investments to build long-term competitiveness and achieve sustainable growth [2]

Core Viewpoint - OPPO has announced the launch of the world's first Weibo ProXDR photo display feature through a software update, significantly enhancing photo quality and visual immersion for users sharing HDR photos on the Weibo platform [1] Group 1: Product Features - The Weibo ProXDR photo display feature allows users with OPPO smartphones running ColorOS 15 to share HDR photos in ultra-clear HDR quality on Weibo [1] - Supported devices include OPPO Find N5 series, Find N3 series, Find X8 series, Find X7 series, Find X6 series, Reno14 series, Reno3 series, Reno2 series, K13 series, K12 series, A5 series, as well as OnePlus 13T, OnePlus 13, OnePlus 12, Ace5 series, and Ace3 series [1] Group 2: System Requirements - To utilize the Weibo ProXDR photo display feature, users must upgrade their system to ColorOS 15 and the Weibo application to version 15.8.3 or above [1]

Core Insights - Chinese smartphone manufacturers are leading in the "arms race" of battery capacity, with an average battery capacity of 5418mAh in May 2025, a year-on-year increase of 11%, compared to a global average increase of only 3% [1][3] Battery Capacity Trends - The trend of increasing battery capacity among domestic smartphones has been evident over the past two years, with 6000mAh batteries becoming the norm and some flagship models exceeding 7000mAh [3][4] - In the first half of this year, several mid-range models have adopted batteries over 7000mAh, with two models featuring 8000mAh batteries, marking a significant milestone in battery capacity [4] Technological Advancements - The growth in battery capacity is attributed to the adoption of Silicon Carbon (SiC) batteries, which offer higher battery density and allow for larger capacities within the same physical dimensions [5] - The first smartphone with a SiC battery was launched in February 2023, with widespread adoption expected to begin in the second half of 2024 [5] Market Share and OEM Performance - As of May 2025, the market share of smartphones with battery capacities of 6000mAh and above has increased from 9% to 35% year-on-year, indicating a significant shift in consumer preferences [6] - OnePlus leads in average battery capacity in the Chinese market, followed by brands like Honor, Huawei, and Vivo, which are also equipping their models with larger batteries [6] Competitive Landscape - In contrast to the rapid increase in battery capacity among Chinese manufacturers, Apple is reportedly launching the iPhone 17 Air with a battery capacity of only 2800mAh, which is smaller than previous models [8][9] - The decision to prioritize a thinner design for the iPhone 17 Air has led to a reduction in battery size, raising concerns about the practicality for heavy users who may need to carry external chargers [9]

Core Insights - Huawei has launched the Pura80 digital version, which will officially go on sale on July 30, with a starting price of 4699 yuan, representing an 800 yuan decrease compared to the previous generation [1][3] - The smartphone market is facing increased competition, particularly in the 4000 yuan price range, with several brands including Apple and Xiaomi also adopting price reduction strategies [3][4] - The overall smartphone market in China has seen a decline in shipments, with a 4.0% year-on-year drop in Q2 2025, marking the end of six consecutive quarters of growth [3][4] Huawei's Market Position - Huawei regained the top position in China's smartphone shipments for the first time in four years, despite a 3.4% year-on-year decline in total shipments [3][4] - In Q2 2025, Huawei's market share was 18.1%, with shipments of 12.5 million units, while competitors like Vivo and OPPO experienced larger declines [4][5] - Huawei's high-end smartphone market remains strong, with a 69% year-on-year increase in shipments for devices priced above 600 USD, capturing 38% of that market segment [6] Market Dynamics - The smartphone market is under pressure due to low consumer confidence and extended replacement cycles, leading to a challenging environment for all brands [5][6] - Analysts predict that without significant new demand, Huawei's growth may slow down, potentially leading to single-digit growth or slight declines in the Chinese market [5] - The success of Huawei's HarmonyOS ecosystem is crucial for its long-term competitiveness against Apple, although it currently faces challenges with software bugs and incomplete functionalities [5][6]

Core Insights - OPPO has launched the deep execution feature for its AI assistant, Xiaobu, allowing users to generate professional reports through AI-driven planning and sourcing with a simple input [1][4] - This feature is the first of its kind in the mobile assistant industry, indicating a significant advancement in the intelligence of assistant products [1][4] Company Developments - The deep execution capability is built on the technology foundation of ColorOS 15 and the AndesGPT large model, positioning Xiaobu as a "deep research expert" in users' pockets [4] - The feature allows users to see the AI's task breakdown and research logic, enhancing transparency and reliability in the research process [4] - Users can generate reports in PDF and web formats, which can be downloaded to their devices [4] Industry Trends - The AI sector is experiencing disruptive innovations, with evolving user demands shifting from content generation and emotional companionship to task execution [4] - OPPO aims to lead the transition of smartphones from decision support to deep execution, enhancing user experience across productivity, health, and entertainment scenarios [4] - By being the first to implement deep execution capabilities, OPPO is expected to establish a technological advantage and continue to lead in smart terminal interaction paradigms [4]

Core Viewpoint - OPPO has launched its AI-powered assistant, Xiaobu, which features deep execution capabilities, allowing users to generate professional reports through simple text input [1] Group 1: Product Features - Xiaobu is the first mobile assistant in the industry to implement deep execution capabilities [1] - Users can experience AI-driven report generation for free by entering a sentence in the Xiaobu assistant dialogue box [1] Group 2: Device Compatibility - The deep execution feature is available on OPPO Find X8 series, OPPO Find N5 series, and OnePlus 13 series devices running ColorOS 15.0 and above [1]

Core Viewpoint - OPPO is facing significant challenges in the competitive smartphone market, with a notable decline in market share and sales, particularly in the high-end segment, as it struggles to maintain its position against rivals and adapt to changing consumer preferences [1][2][10]. Group 1: Market Position and Performance - OPPO's market share in the Chinese smartphone market has dropped from 19.6% in Q1 2023 to 15.7% in Q1 2025, reflecting a decline from first to fourth place [2][12]. - In the European market, OPPO's share of foldable smartphones fell by 63% year-on-year, dropping from third to seventh place [1]. - Global data indicates that OPPO is one of the few brands among the top five smartphone manufacturers experiencing a decline in shipment volume, with a drop of 5% to 9% [1][10]. Group 2: Strategic Shifts and Challenges - The shift from a "product ocean" strategy to a "hit product" logic highlights the changing competitive landscape, where innovation efficiency and scale are crucial [3][7]. - OPPO's early success was driven by a diverse product matrix and rapid market penetration, but the current market saturation has diminished the effectiveness of this approach [5][7]. - The company has struggled to establish a strong foothold in the high-end market, with its flagship products facing price drops and competition from established brands like Apple and Huawei [10][11]. Group 3: Technological and Brand Positioning - OPPO's attempt to enhance its high-end offerings with the Find X8 series saw a 66% increase in first-quarter sales compared to the previous generation, but the brand still lacks a strong premium image [10][11]. - The discontinuation of its chip design company has hindered OPPO's ability to differentiate itself in the high-end market, exposing weaknesses in its strategic direction [11]. - The company's pivot towards AI technology, including the establishment of an AI center and the introduction of AI features in its products, represents a new direction, but it faces stiff competition from other brands also investing in AI [13][14]. Group 4: Distribution and Market Dynamics - OPPO's traditional distribution channels, particularly "couple stores," are under pressure as consumer preferences shift towards high-end retail environments [12]. - The decline in the effectiveness of these channels poses challenges for OPPO as it seeks to penetrate the high-end market, where competitors have already established a strong presence [12]. - The overall smartphone market is experiencing a transformation, with a focus on premium products and advanced technology, making it imperative for OPPO to adapt its strategies accordingly [12][14].

Core Insights - The high-end smartphone market in China is perceived to be dominated by Huawei, but recent data shows that Xiaomi is performing comparably in this segment [1][4] - As of June 1, the activation data indicates that both Huawei Mate70 series and Xiaomi 15 series have sold 4.98 million units each, with Vivo X200 series at 3.37 million and OPPO Find X8 series at 0.27 million [2] - The recent sales performance has surprised many Huawei fans, as they expected Huawei to lead in the high-end market against Xiaomi [4][6] Sales Performance - Huawei Mate70 series has a cumulative sales figure of 4.98 million units, matching Xiaomi 15 series [2] - The sales gap between Huawei and Xiaomi is minimal, with Huawei only surpassing Xiaomi by 200 units, indicating a very close competition [6][7] - Xiaomi had a lead of over 200,000 units until May, but Huawei's supply chain stabilization has allowed it to catch up [4][6] Supply Chain and Market Dynamics - Huawei's sales have been impacted by long-term supply shortages, particularly for its high-demand Pro and Pro+ versions of the Mate70 series [7] - The lifecycle of Huawei's flagship devices is approximately 1.5 to 2 years, while Android flagships typically have a shorter lifecycle of 6 months to 1 year [9] - The stabilization of Huawei's supply chain is expected to enhance its sales performance in the long run, despite short-term fluctuations [6][9] Future Outlook - Xiaomi's recent performance in the high-end market is seen as a significant achievement, marking the first time it has led Huawei in flagship sales for an extended period [11] - With the upcoming release of Xiaomi's self-developed processor, the company is expected to increase its flagship iteration speed and product offerings, potentially allowing it to compete more effectively with Huawei [11]

Group 1 - The annual 618 shopping festival is a significant opportunity for both consumers and businesses to drive growth in a competitive market [2] - JD.com has upgraded its "Navigation Plan" during the 618 period, offering substantial incentives and new marketing strategies to help merchants enhance their promotional performance [2][5] - The BRIDGE smart product effectiveness solution has been introduced by JD.com to address the challenges faced by brands in the evolving marketing landscape [5][8] Group 2 - BRIDGE is built on the ACME marketing methodology, focusing on essential capabilities for brand growth, and provides a comprehensive framework for brands to achieve sustainable growth [5][7] - The BRIDGE solution consists of six components: Business Insights, Relationship, Integrated Content Marketing, Dynamic Traffic Aggregation, Goods Operations, and Effect, addressing various brand operational challenges [7][10] - The solution emphasizes practical application and is designed to be directly executable, enhancing brands' ability to navigate complex market dynamics [8][10] Group 3 - JD.com has launched three major upgrades in its smart services, focusing on product capability enhancement, data openness, and intelligent marketing strategies to support brand growth [15][17] - The content marketing upgrade aims to strengthen partnerships with social media platforms, creating a seamless link between content seeding and conversion on JD.com [17][20] - The intelligent marketing cloud and data integration initiatives are designed to break down data silos, enabling brands to gain deeper insights into consumer behavior and optimize their marketing strategies [20][22] Group 4 - The BRIDGE solution facilitates targeted strategies for various marketing scenarios, including new customer acquisition, existing customer re-engagement, and new product launches [9][11] - For instance, OPPO utilized the BRIDGE framework to enhance its marketing efficiency during the launch of the Find X8 series, ensuring precise targeting of potential customers [11][13] - The integration of market trends and consumer insights into product development processes is exemplified by successful collaborations, such as with Nestlé and Starbucks, leading to significant sales achievements [13][14]