The buff bonus of “Christmas + New Year’s Day + New Year’s ” often allows consumer electronics companies to launch blockbuster products during the end of the year.
But the end of the year and the beginning of this year are even more different. On the one hand, China’s smartphone industry is experiencing an unprecedented decline-consulting company data show that due to weak market demand, smartphone shipments in the Chinese market in the third quarter of 2022 will be 58.4 million units, a year-on-year decrease of 20.5%, a record high for 2020. The lowest level since the third quarter. On the other hand, the main mobile phone players in the market have already “turned over the sky” – volume configuration, but in the mid-to-high-end market, Apple still taught a group of mobile phone manufacturers to be human through excellent knife skills, and ate them away. industry profits. This also fully shows that although everyone is calling for high-end large-screen mobile phones, there is no core technology accumulation, and there are no eye-catching products.
The first major mobile phone conference in 2022 will come from OnePlus. For a long time in the past, OnePlus’ image was that of a geek, and it gained a foothold in China and even the European and American markets by virtue of the geek. In the past one or two years, they have also experienced a lot of adjustments. “Does the ultimate OnePlus still exist? ” This is an important question that has been hanging over the OnePlus brand for the past two years.
The adjustment of OnePlus began in June 2021. OnePlus founder Liu Zuohu mentioned the integration of OPPO and OnePlus for the first time in his open letter at that time, “In the future, OPPO and OnePlus will jointly provide global users with more innovative and differentiated products.” More convenient and thoughtful services.” Then in December 2022, OnePlus announced that it would be the main performance brand of OPPO, and then focus on online channels.
The strategic integration of the two brands is regarded as a decision to develop their respective strengths . On the one hand, in the past year, the importance of mobile phone online channels has been repeatedly mentioned. The reason is that the online share appears to be strong in the downward trend, and there is an upward trend . OnePlus, as the trump card series of OPPO, can further strengthen the energy of online channels.
In addition, the return of OnePlus is also regarded internally as “the icing on the cake”. OPPO will give OnePlus full support including more resources including technology, R&D, channels and services.
However, the homogeneity of mobile phone hardware is already a very serious problem in the industry—especially in the online performance track that OnePlus is targeting. Users of online channels are very sensitive to price, performance, and parameters. The final presentation of each product seems to have no difference in function except for competing for supply chain efficiency. This is a difficult problem to solve.
OnePlus ‘ solution is to focus on the performance track and provide products with extreme performance .
Li Jie, president of OnePlus China, will emphasize in the communication after the press conference, ” We are going to pursue the ultimate in the performance track, and we will invest a lot of resources in the ultimate performance and texture design for differentiation. “
Therefore, the release of OnePlus 11 on January 4 brought some changes to the track of extreme performance. In terms of products, in addition to the conventional “bucket” configuration of hardware configuration, camera system, battery and fast charging, etc., it has a game cloud computing private network, bionic vibrating motor, super frame super picture engine and memory genetic recombination technology. , all have higher-dimensional technical updates than before. “A lot of world-first technologies and technologies are used in it, which requires us to go deep into the bottom layer of software and hardware based on the long-termism of technology.”
Such as memory gene recombination technology. In fact, the call of Android memory has always been the “big problem” of the Android system, which is the accumulation of past problems. Due to these technical reasons, the easiest way is actually the volume memory capacity, which is 16GB directly. But if you want to maximize the ability of large memory, you must make corresponding changes in the entire memory architecture to solve the problems of memory access efficiency and scheduling.
OnePlus hopes that the startup and shutdown of the entire application, background keep-alive, and long-term smoothness can have better performance, so it has such motivation to make architectural changes.
Memory gene recombination technology includes four main technologies: instantaneous bandwidth technology, asynchronous memory technology, application prediction loading technology and exclusive space technology. Among them, the instantaneous bandwidth technology will expand the amount of captured data many times at the moment of App startup. The application experience reflected is that the startup of the entire App is very fast and smooth. Asynchronous memory technology means that in the past Android scheduling was serial, one by one, but after the memory is larger, it can be done synchronously. OnePlus has modified the calculation mechanism and logic to make it parallel. In some heavy-load scenarios The downside is very obvious. After opening several apps at the same time, or after the load of these apps is particularly high, this mechanism is not easy to freeze.
Li Jie believes that a good mobile phone experience is easy to say, but configuration performance is only the foundation. To achieve comprehensive functions and extreme smoothness, it depends on the core underlying technology, whether it is hardware or software.
OnePlus has done more layout and research and development on this – not only OnePlus’ unique insights, but also thanks to the help of OPPO behind the scenes.
Li Jie said that the current technology in the OPPO Research Institute also includes the latest Mariana future technology, including the chip, memory, and network software and hardware technologies that are deployed and invested in the performance track. These resources have the opportunity to share. OnePlus only needs to maintain communication with users and achieve a very high sensitivity, “grab users and hear their voices.”
OnePlus’ products will return to the track of extreme performance in the future. In the next period of time, the layout of the digital series and the Ace series will still be maintained, mainly focusing on the price range of 2000-5000 yuan. However, Li Jie emphasized that OnePlus will not play “machine-sea tactics”, rely on the quantity of products to achieve sales targets, and insist on a high-quality strategy.
Judging from the effects after the release, OnePlus 11 has indeed completed the “nuclear bomb level” performance in the price range of 4000-5000 yuan. Li Jie also posted on Weibo after the communication meeting: In the past two hours of pre-sale, OnePlus broke the fastest sales record in the history of OnePlus. There are also many additional purchases from fans.
Li Jie mentioned a small goal in the last interview, which is to become the first in the online market share of more than 2,000 yuan in China. This time, he hopes to turn the goal into a more specific task on this issue. First , in terms of products, regardless of the stock market or incremental growth, the opportunity lies in making good products and not engaging in homogeneous innovation. This is the most important thing. actual. Second, use the right price to make friends with more users. Get these two in place, and these sales goals will become a result.
It is said that after the OnePlus 11 press conference, Li Jie ‘s WeChat went viral, and many people sent congratulatory messages. It’s not just the sales that are happy, but more people are happy : the ultimate OnePlus is back.
media reports
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related events
- Dialogue with OnePlus Li Jie: The ultimate OnePlus is back2023-01-05
- The price of OnePlus 11 can be expected Official Weibo: It is impossible for anyone to guess the price of OnePlus 112023-01-03
- OnePlus 8T mobile phone released in China: main screen + long battery life, priced from 3399 yuan2020-10-15
- OnePlus 7 Pro will be equipped with three rear cameras: vertical center arrangement2019-04-28
- OnePlus mobile phone 6T released in China: new electro-optic purple color, starting at 3399 yuan2018-11-05
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