3C行业正上演"下沉"与"上探"的精准博弈。OPPO将风冷散热下放至千元机，技术普惠定胜负；荣耀、 三星则在折叠屏上死磕"轻薄"，绑定AI重塑高端价值。平板与穿戴加速深耕垂直场景，生态拼图日趋完 整。竞争维度已从参数全面转向技术体验、形态创新与生态协同——新格局下，品牌如何卡位？ 作为OPPO旗下2000元内价位的销售主力，K系列曾经注重过性能，也追求过影像，上一代又开始探索 耐摔。为了与A系列做更清晰的产品区隔，K13 Turbo系列回归性能赛道。 而在高端化和AI手机赛道中，作为最早讲AI故事的玩家之一，7月2日，荣耀发布新一代轻薄折叠屏 Magic V5，厚度仅 8.8 mm、重量 217 g，刷新行业"最薄+最轻"双纪录；同时搭载MagicOS 9.0.1系统以 及完整的MagicLM能力，可以实现"一语PPT、一语编程、一语搜索、一语传送、一语打车、一语识 物、一语看屏、一语记忆"等一语AI应用，其售价为8999元起，是荣耀布局高端化的关键一环，为IPO 冲刺做准备。 以及三星品牌也在本月推出三款折叠手机，其中Galaxy Z Fold7定位为目前全球最轻薄的大折叠。反映 出折叠屏技术仍是品牌高端市 ...

Core Viewpoint - OPPO is set to launch the K13 Turbo series on July 21, featuring an active cooling fan, which is a significant upgrade over the passive cooling systems commonly used in smartphones. This innovation aims to enhance performance stability during high-demand tasks [1]. Group 1: Market Expectations and Concerns - Many gaming enthusiasts are looking forward to the new release [2]. - However, there are concerns among potential buyers about the risk of significant price drops shortly after launch, similar to the experience with the Find X8 Ultra, which saw a price reduction of 1100 yuan within a month of its release [3][4]. Group 2: Historical Pricing Issues - OPPO has a longstanding issue with rapid price drops across its product lines, with the Find X6 dropping nearly 1000 yuan within six months and the Find X7 series experiencing over 600 yuan reductions shortly after launch [5]. - The Find X8 series, despite being popular, was labeled as the "annual price drop king" due to its quick depreciation [5]. Group 3: Brand Perception and Market Position - A store manager noted that OPPO products often see price drops within just a few days of launch, which could undermine the brand's high-end positioning [6]. - The lack of price stability may hinder OPPO's efforts to compete in the high-end market against brands like Apple and Huawei, which maintain higher resale values and brand prestige [6]. Group 4: Factors Contributing to Price Drops - The first factor is insufficient technological innovation, as OPPO's flagship products primarily focus on camera and display features, which are not high-value differentiators [7][8]. - The second factor is weak channel control, leading to price chaos in the market, especially with discounts offered by smaller retail outlets [11][13]. - The third factor is internal brand competition, particularly between OPPO and OnePlus, which has led to overlapping product offerings and diminished market differentiation [17][18]. Group 5: Market Performance and Challenges - OPPO's global shipment volume declined by 1.7 million units year-on-year in Q1 2025, resulting in a 6.8% drop in market share, making it the only brand among the top five to experience a decline [19]. - The company faces a strategic dilemma between maintaining a broad product range and pursuing a high-end market transformation [20]. Group 6: R&D and Innovation - Despite significant R&D investments, including over 10 billion yuan in chip development, OPPO has struggled to translate its technological advancements into commercial success [34]. - OPPO ranks eighth globally in 5G standard essential patents, yet this has not translated into a competitive advantage in the smartphone market [26]. - The company has faced challenges in brand perception, with consumers often associating OPPO with being "low-key" rather than innovative [28]. Group 7: Legal and Market Challenges - OPPO has been involved in multiple patent disputes, which have negatively impacted its market performance, particularly in Europe, where its foldable phone market share dropped by 63% [40]. - The company needs to balance its R&D efforts with effective commercialization strategies to enhance its market position and brand value [40].