Oppo strengthens high-end market strategy with new phones

Chinese smartphone company Oppo is strengthening its high-end market strategy with its new smartphones, as it steps up push to hone its technological prowess in mobile imaging amid intensified competitions.

The move also came after Oppo showed strong growth in premium smartphones on the heel of China's favorable policies to promote sales of consumer electronic device.

Liu Bo, president of Oppo China, said "We have good performance particularly in the 4,000-6,000 yuan ($550-$820) price segment. In January and February, the sales growth of Find X8 and Find X8 Pro in the above-4,000 yuan segment ranked highest industry-wide, especially after government subsidies to consumers".

Liu emphasized the strategic importance of the above-4,000 yuan tier, which now accounts for nearly one-third of China's smartphone market, with annual sales exceeding 90 million units. Over the past three years, this premium segment has demonstrated robust growth despite stagnant overall market demand.

According to him, the company has doubled down on strategic investments across research and development, technology, marketing, and channel partnerships to solidify its position in the premium segment. Globally, Oppo continues to make strides in high-end markets. According to data from the market research company Canalys, Oppo ranked among the top three brands in six Asia-Pacific markets—Indonesia, Malaysia, New Zealand, Singapore, Thailand and Vietnam—in the above-$600 price range. In Mexico, Oppo's average selling price trails only Apple's.

Oppo is intensifying efforts to tap into emerging markets. Liu said the company has deployed dedicated teams to conduct localized market research, aiming to tailor products to regional preferences.

On Thursday, Oppo unveiled its latest smartphone Find X8 series，which are positioned as the annual imaging flagship handsets.