Connect with us

Editorials

OPPO sees 30% Monthly Growth in India with Aggressive Marketing & Offline only Sales

Published

on

OPPO F1 India Launch

In the very competitive world of Smartphones where every brand is competing with the other based on hardware specifications and discounts, OPPO is doing something that has caught our attention. I have been trying to understand what’s going on with OPPO that has been spending a lot of money on the conventional marketing & pricing their phones very high when compared to what’s available on the market.

To get started first we take a look at the recently announced two phones in the F Series Smartphones lineup, ie.. the OPPO F1 & OPPO F1 Plus. Both of these devices were being promoted as Selfie Centric devices keeping the conventional benchmarks & hardware related marketing. The F1 came with a 294 PPI display that’s considered pretty low these days along with a normal 2500 mAh battery, nothing that’s really special out of the box.

With all these standard specifications how is OPPO able to crack the market and get massive sales? Well, the answer lies in the title itself. The brand has opted for conventional marketing with the majority of the push being through offline campaigns. According to Economic Times, they have seen a 30% monthly sales that are huge when compared to the other brands that have been racing neck and neck. The Chinese Smartphone maker is planning to spend 10 times more in the coming year seeing the success while they had already spent Rs 100 Crore during the World T20 championship.

The brand has also invested Rs 100 crore in the new Noida Facility to manufacture phones in India, where they are expected to produce a million 4G Smartphones every month that could be a big number considering their sales in 2015 amounted to around a million in the whole year. It is guessed that around 20% of the total Smartphone sales are made online while the 80% is still controlled by the offline stores, which is where OPPO is focusing. Gionee has been a leader in promoting their devices offline that were primarily the reason why they have been successful with slow growth in the country & now OPPO is also following this strategy.

A month back when I had tweeted questioning the brand’s strategy of promoting the highly priced F1, I was under the delusion that people spend their money on devices based on the specifications & prices but I was wrong, based on the feedback received from a few offline retailers.

According to Shrutam Vijay Desai:
OPPO does have a different strategy but I don’t think it’s working out.

  • Pure offline play – more efforts and time require to build a brand. No more than 20K activations a month and this massive manpower and marketing investment doesn’t make sense.
  • Controlling prices (known as MOP) but I ensure that retailers push Oppo brand because of certain margin but without J series of Samsung is killing Oppo in more than 10k segment.
  • No sustainable model in sub 10k segment which is exploding.

According to ITNet
OPPO is strictly maintaining the MOP (Maximum Offering Price), So the dealers are supporting them. The campaigns have bought them credibility. When we first started selling we had to explain to customers what Oppo is, and Now people come asking for OPPO.

The above mentioned line is a big deal for any brand because it has brought in demand for their products and people have found it a credible brand considering the major activities they have run. The brand has also clearly stopped online e-tailers from selling their devices that have been having a history of selling products at a loss to gain customers & showcase volumes.

OPPO Statement PhoneRadar

Above is a copy of the Official Statement OPPO had released when Infibeam, an online eCommerce site had run a full-page advertisement around the F1 devices. OPPO has not authorized any online platform or dealer for online selling and based on the above ad, the brand had taken legal action against Infibeam. This was shared with all the dealers around the country informing them about the steps taken to control the MOP and also to show them the interest they have on the Brick & Mortar retailers.

The learnings from this story is that any brand shouldn’t just focus on online marketing because the majoring of the markets are still offline. The flash sales & other online sales are not 100% done by consumers because there’s again a major share held by offline retailers who purchase these online exclusive phones & sell them at a premium, ultimately proving that the online purchases are still are a far away and brands should be focusing more on making their products available in the offline markets.

When we asked OPPO about Online Vs Offline, here’s the answer.

We are making our offline/ retail presence strong as customers should have access to know and experience the device before they invest their money in it. We don’t deny the importance of online sales but right now it’s offline.

Note: We could not find the exact number of sales of the F1 in the country & have reached out to the brand on sharing some information on the same that could help us in comparing it with the other devices in the same price bracket. If you have purchased an OPPO Phone do comment below on what was the reason behind the decision, was it the features or the brand?

Continue Reading
Comments

Recommended Video

Connect on Facebook

Top 5

Top 53 months ago

Top Features of the Vivo V7 Plus Smartphone

Vivo has finally unveiled the all-new selfie-centric smartphone dubbed Vivo V7 Plus in India. Though it is the successor to V5...

Top 55 months ago

Top 5 Best Performing Smartphones Under Rs 30,000 You Can Buy in August 2017

2017 has been an amazing year for smartphones. We have seen some really great smartphones launching this year so far...

Top 57 months ago

Top 5 Features of the Panasonic Eluga Ray Smartphone

Panasonic launched the new Eluga Ray smartphone here in India a couple of weeks back. This is yet another offering...

Top 51 year ago

Top 3 Smartphones from UMi you should take a look at

UMi is a Chinese smartphone manufacturing company that has launched a couple of smartphones previously. The smartphone manufactured by the...

Top 51 year ago

Fix Top 5 Pokemon Go Problems like Server Issues, GPS error, Battery Drain

Pokémon Go by Niantic began rolling out to players across the globe, and like all any other new game release,...

Top 51 year ago

Top 5 Features of Samsung Galaxy On5 Pro & On7 Pro Smartphones

The South Korean smartphone manufacturer Samsung, has been doing pretty good job with the budget smartphone lineup. They have introduced...

iPhone 6s - 1750mAh Battery iPhone 6s - 1750mAh Battery
Top 51 year ago

5 Tips to Make your Smartphone Battery Last till the End of the Day

Smartphones are the most useful piece of gadget that we own, which helps us get our jobs done easily. We...

Samsung Galaxy S6 Edge Plus - Top Features Samsung Galaxy S6 Edge Plus - Top Features
Top 52 years ago

5 Most Important Features of Samsung Galaxy S6 Edge+

Samsung fans must be in awe this year, as they’ve got to see two new flagship devices within the span...

Top 5 Missing Features on Samsung Galaxy Note 5 Top 5 Missing Features on Samsung Galaxy Note 5
Top 52 years ago

Top 5 Missing Features on Samsung Galaxy Note 5

Samsung has launched the much-anticipated smartphone ‘Galaxy Note 5‘ with not much improvements over specifications, but you can find the...

Samsung Glaxat Note 5 Featured image Samsung Glaxat Note 5 Featured image
Top 52 years ago

Top 5 – Most Important features of Samsung Galaxy Note 5

Samsung Galaxy Note 5, the biggest announcement by Samsung Mobiles in New York. The features of the device are pretty...


Trending