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"A key aspect of Oppo's global strategy in building its brand globally was to establish a consistent brand image as a premium and international technology brand globally," said Jan Harling, Oppo's former global media director. "Oppo's global sporting partnerships, particularly with tennis and football events, play a significant role in the overall marketing strategy."

Oppo didn't stop at Wimbledon or tennis. It's since partnered with Roland Garros, also known as the French Open, and more recently the UEFA Champions League -- both of which attract a worldwide audience. For the latter, Oppo appointed Brazilian soccer legend Kaka as its global brand ambassador as well as offering experience booths where Oppo product were available for demonstration. Prior to all this, it partnered with the International Cricket Council as the official mobile handset partner. Cricket is a national pastime in India -- a crucial market for Oppo, and one that recently overtook China as the country with the world's largest population.

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"Being a part of the most exhilarating sporting tournaments and competitions is very important to Oppo," Elvis Zhou, Oppo's overseas chief marketing officer, told CNET in an interview ahead of Wimbledon. "The international influence and local appeal of sporting events will not only help to enhance Oppo's global brand influence but also help to create an emotional connection with local users."

Oppo's involvement in Wimbledon is the latest opportunity for the Chinese company to expose its brand name to a captive global audience. The championship is estimated to have tens of millions of viewers worldwide. But experts say being visible and being accepted as an upscale brand are two different challenges. It's one thing to have your logo seen by millions of people at high-profile sporting events, but another thing for people to pick your product in a competitive premium segment that counts Apple and Samsung as rivals, they say.

"Since smartphones have been a commoditized product, we are expecting to see a more competitive pricing strategy in the foldable market, especially since the key Android vendors aim to utilize it to penetrate the high-end segments," said Will Wong, senior research manager at International Data Corporation.

"Thus, globally, IDC is expecting the average selling price of the foldable market (including both foldable clamshell and foldable inward-outward form factors) to decline by 8% year-on-year to around US$1,160 in 2023, while the non-foldable form factor's ASP to stay nearly unchanged at around $400."

While Oppo has yet to launch a product in the US, it's making inroads in other places. In the European Union and the UK (both premium markets), Oppo is actively crafting a high-end image with fancy foldable phones forming a cornerstone of its strategy. Earlier this year, Oppo launched its first foldable phone -- the Find N2 Flip, its answer to Samsung's popular Galaxy Z Flip 4 -- in the UK and Europe. The clamshell foldable is the crown jewel of Oppo's marketing blitz for its smartphone division; the company's first foldable to receive an international release and hit retailers globally.

Although foldables represent a small sliver of the smartphone market, the Find N2 Flip allows Oppo to position itself as an innovator. This helps cultivate a premium brand image, along with Oppo's sports partnerships.

"Oppo's Find N2 Flip has actually initiated more competition in the foldable market, especially in the foldable clamshell field. Its competitive pricing and a larger cover screen size, which were well received in the market, reinforced that these two factors played a key part in consumers' decision journeys," said IDC's Will Wong. "Thus, we are seeing Motorola taking similar tactics in its latest [2023's] foldable products."

Oppo has made notable progress in capturing market share in the EU over recent years. There are a number of reasons for this, including the large exodus of people moving away from Huawei phones now that the full power of Google software and services is no longer available on those devices. According to IDC, Oppo is the fourth largest smartphone player in the EU with a total of 3.8% market share. Industry watchers say Oppo still has more scope to grow, however.

"A mammoth acquisition opportunity naturally presents itself for competitors, with Huawei retaining a diminutive 13% of those who purchase a new smartphone [in the EU]," market research firm Kantar wrote in a 2022 report.

The beginning of 2023 has been sluggish for the Chinese mobile phone market. With quarterly shipments declining by more than 10% year-on-year since 2022. The COVID-19 pandemic has had a major impact on the market. With demand not rebounding significantly after the lifting of epidemic control. Consumers are still affected by factors such as the economic downturn and consumer confidence. As a result, the replacement cycle for mobile phones has continued to lengthen, with more and more consumers using their phones for 3-4 years rather than replacing them frequently.

Apple ranked second in domestic market shipments in the first quarter, with a market share of 17.6%. After the supply fully returned to normal in January, Apple adjusted the price for the first time in less than half a year after the release of the new product. In February, it lowered the channel price of the iPhone 14 Pro & Max, which has a large market demand, and received good market feedback. However, the iPhone 14 & Plus has not improved significantly after the release of the new appearance color.

Honor ranks fourth in the domestic market. All-round product upgrades have enabled the Magic 5 series to gain market recognition. With the largest quarter-on-quarter increase in the high-end market share above $600. Honor made all-round adjustments at the beginning of the year to solve the problems discovered during the rapid recovery of growth last year. In the future, it will still focus on better products to achieve greater breakthroughs.

Xiaomi is still in fifth place. The Xiaomi 13 helped Xiaomi to increase its share in the US$400-600 market by more than 10 percentage points year-on-year. While the Redmi Note 12 series continued to be popular in the market, achieving quarter-on-quarter growth.

The folding screen market remained stable in the first quarter of 2023. With shipments reaching 1.02 million units, a year-on-year increase of 52.8%. Among them, the share of vertically folded products continued to rise to 44.3%. With the addition of more manufacturers and the release of more products, it is expected that the Chinese folding screen mobile phone market will continue to grow rapidly in 2023.

In conclusion, despite the challenges facing the Chinese smartphone market, the top five smartphone manufacturers have managed to maintain their positions in the market. The folding screen market is also growing rapidly, with the addition of more manufacturers and the release of more products. It remains to be seen how the market will perform in the coming quarters. But the competition is likely to remain intense. As manufacturers continue to innovate and offer consumers more advanced features and capabilities.

The Chinese smartphone market is expected to further develop 5G technology. As 5G networks become more common, consumers will want devices that can take advantage of the faster speeds and lower latency that 5G offers. This is likely to increase demand for 5G-enabled smartphones. And manufacturers will respond by releasing more devices that support this technology.

At the end of last year, OPPO unveiled the Find N, the result of four years of research and development, six generations of prototypes and represented a significant step forward in foldable technology. Its crease-free display, smaller size and ability to stand at any angle between 50-120 degrees made it a more user-friendly option, propelling foldables in the minds of consumers from niche market curiosity to approachable life companions.

Nowadays, the world of technological devices is extremely wide, and competition is ruthless. Few brands such as Apple and Samsung lead the global market, however, a new generation of Chinese brands is rising. Oppo is the main example of a brand which had a relatively fast growth over the past few years, conquering the market with its well-priced cell phones and much more.

During the past years, Oppo has shown to the Chinese market that it has no reason to envy biggest phone manufacturers. Indeed, the brand detained an 18% of market share in Q2 2022, immediately behind Vivo and Honor. However, the worldwide situation is slightly different, with the Tech giants Apple and Samsung that are still dominating the market. In Q3 2022, Oppo ranked 4th among the largest global smartphones shippers, accounting for a 10% of market share.

Up to day, Oppo operates in more than 60 countries. The Chinese phone brand has exercised a large control especially over India, detaining 71% of the whole Indian telephone market in 2021. Oppo was the 5th biggest brand by shipment volume, taking over 10% of market on the same year.

Despite having a big impact on the Indian market, southeast Asia is the area in which Oppo has the most significative influence. Indeed, Timor-Leste is where the brand detains the highest market share, estimated in 31.5% of the market. In 2nd and 3rd place there are Cambodia and Indonesia with approximately 20% of market share in both countries.

Oppo marketing strategy also includes cobranding initiatives. During the years indeed, the brand announced several collaborations along with other tech giants, such as Huawei. In December 2022, it was announced a license patent agreement between the two Big Techs. The deal mainly concerned the research and development of 5G, Oppo paid Huawei to license its 5G technology, while Huawei obtained the Oppo patent license for technical research in wireless technology.

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