BEIJING, March 23 (TMTPOST) — Chinese smartphone brand OnePlus will enter 2,800 counties in 2022, OnePlus China’s president Li Jie said in an interview with financial media Jiemian on Tuesday.
There are about 2,844 county-level administrative regions in China. OnePlus’s exposure in China is very limited as not many consumers know about the brand, according to Li. He believes that this is the most important challenge that OnePlus faces.
OnePlus is a smartphone brand founded by OPPO’s vice president Liu Zuohu in 2013. The brand was able to gain popularity in the United States and India, becoming extremely well-known in overseas markets. OnePlus mainly sells its products through online channels and has secured some market shares in the high-end smartphone market overseas, which is quite rare for a Chinese brand.
In 2014, the New York Times praised OnePlus for its high-quality smartphone. Later, The Wall Street Journal, Time, The Verge and Techcrunch also made their own review of OnePlus, giving the brand positive reviews. OnePlus started to gain popularity in overseas markets.
OnePlus merged with OPPO in 2021 after eight years of independent operation, becoming a sub-brand under OPPO. At that time, OPPO was trying to penetrate the high-end smartphone market with its flagship Find series. After the merger, OnePlus became an important asset for OPPO to further penetrate the high-end market.
OnePlus has maintained its popularity in overseas markets. In the first half of 2021, the brand was able to secure growth of 428%, which made OnePlus the fastest growing smartphone brand in the United States. The brand enjoyed growth of 151% in the European market in 2021.
However, OnePlus has not yet been able to penetrate its home market though the brand sees China a very important market. In 2020, OnePlus set the goal of selling ten million smartphones in three years and penetrating the Chinese market. But OnePlus remains to be a small brand in China.
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