Oppo Filling Huawei's Void... Capturing China's No.1 Spot and Targeting Europe Too

Smartphone Market Share 21% in January, 1st Place in China
Significant Achievements Also in Europe

[Asia Economy Reporter Cha Min-young] Oppo, a latecomer in the smartphone market, has made a remarkable comeback in the weakening Chinese market where the indomitable leader Huawei has lost momentum. Taking advantage of Huawei, the world’s second-largest, losing strength due to U.S. sanctions, Oppo, along with Xiaomi, Vivo, and Realme, has firmly established its presence among Chinese consumers with a cost-effectiveness (price-to-performance) strategy.

On the 9th, IT specialized media The Verge cited a Counterpoint Research report stating that Oppo captured a 21% share of the Chinese smartphone market in January, ranking first. This figure is higher than Vivo and Huawei, each holding a 20% share. Apple and Xiaomi remained at around 16%.

Oppo’s sales volume increased by 33% compared to December last year and rose 26% year-on-year. Analysts say the Reno5 series played a key role in driving this success. The Reno5 is evaluated to have improved overall specs such as graphics quality and camera compared to the Reno4, while its launch price was lowered. Oppo also aggressively expanded its sales network by absorbing Huawei’s distribution channels in China.

Oppo also achieved significant results in Europe, one of its key markets last year. Entering the European market in 2018, Oppo sold 6.5 million units, an 82% increase from the previous year, showing a fierce growth trend as a new player. Its market share reached 4%, securing the 5th position.

Maggie Su, Oppo’s head of Western Europe, said, "Oppo’s performance in the European market last year exceeding expectations means our products went beyond just meeting customer demands," adding, "Our new goal is to be listed among the top manufacturers in the European market."

Oppo’s growth trend is also threatening Korean smartphone manufacturers. Samsung Electronics, which was expected to benefit from Huawei’s decline, is gradually losing market share to Oppo, which emphasizes a cost-effectiveness strategy. With LG Electronics, which is deliberating the direction of its Mobile Communications (MC) division, facing delays in the launch of the 'LG Rollable' finished product, concerns are growing that the Chinese company Oppo may claim the title of 'world’s number one rollable phone.'

This content was produced with the assistance of AI translation services.