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].

根据中国网络视听协会近日发布的《中国网络视听发展研究报告（2025）》，职业主播规模已达到3880 万人，日直播场次已经超过350万次。网络直播不仅成为新主流消费场景，还极大地激发了传统行业的 发展潜力。"工欲善其事必先利其器"，在此背景下，手机作为直播的重要终端，也逐渐成为直播行业的 刚需，一台好的直播手机，可提升直播效率、用户体验，有助于推动消费增长。 "搭载专业级直播降噪技术与自研EIS防抖算法，结合主摄OIS硬件级防抖，即使边走边播，画面也始终 稳定流畅。同时在新增的 '直播助手' 功能下，还可一键开启防抖、降噪、微距、色温调节四大功能， 进一步降低专业直播门槛。"近日，OPPO Reno系列产品经理陈思聪在Reno系列手机新品发布会上，重 点介绍了Reno 14Pro的直播功能，称这是"OPPO史上首台为直播而生的手机"。此外，通过与抖音平台 达成深度合作，新款手机还成为"抖音直播用机"， 助力内容创作者高效输出。 据悉，"为直播而生的手 机"还进一步强化了视频创作能力，在画质、降噪、防抖、色彩、续航、网络六大维度围绕直播需求进 行改进。 在手机消费需求愈加多元化的情况下，手机厂商也基于用户需求持续 ...

5月15日，OPPO开了一场新品发布会，不出意外，新机型OPPO Reno 14，仍然是主打影像，还模拟出了最近很火 的"撕拉片"显影动画效果。 对于影像，OPPO是很有自信的。 在去年OPPO举办Find X8系列及旗舰生态新品发布会时，OPPO首席产品官刘作虎就称，"我们的人像是最好的""我们 就是想转化苹果用户"。 当被问到OPPO Find X8将来是不是会成为和苹果、三星去扳手腕的一个利器时，刘作虎也表示做高端，一定是直接跟 苹果、三星竞争，这是必然的。 但在不久之前，一则有关Find X8系列的投诉消息在网络上被传开来，有网友质疑OPPO此举是为了推广突出新旗舰型 号性能优异，而对老型号搞背刺、搞区别对待。 售后争议中凸显出OPPO这家公司在高端化路上的崎岖，始于十来年前的高端路线走到今日，OPPO发起的这场战略反 攻战战绩如何？ 01 冲击高端：有成绩、有挑战 通常情况下，售价在600美元或者4000元以上的机型被定义为高端旗舰.这部分机型价格高，消费群体画像清晰，能给 硬件厂商带来丰厚的利润贡献和品牌商业价值。截至去年，中国手机市场的高端机销售份额升至28%，成为厂商必争 之地。 OPPO自从 ...