Chinese mobile firm Oppo has been slowly and steadily making inroads into the Indian market. With its marketing strategy, it has been able to grab a single-digit market share in the Indian mobile segment. Will Yang, brand director, Oppo India, speaks with Mansi Taneja about the company's strategy and how it aims to be a premium smartphone brand in India.
How important is the Indian market for Oppo?
India is a priority market for us, and there is a huge potential to grow in the Indian smartphone market with consumers increasingly looking for innovative offerings. We are investing time, effort and resources in bringing our best to the Indian market. Our endeavour has always been to bring the best products and excellent camera experience to our young consumers. The great camera experience and high built-quality has enabled our brand to stand out in global markets and will continue to be one of our core advantages in the coming future as well.
What will be the focus for the Indian market – low end or high-end segment?
We always focus on bringing the most advanced and innovative phones with excellent camera performance and are aiming to be one of the top premium mobile brands in India. While the premium segment is our focus, we cater to varied consumers that demand products across different price points.
How big is your offline presence across Indian cities? Will you be focusing aggressively on online platform?
Since our entry into the Indian market, we have maintained a strong presence in offline segment. Currently, we have 500 service centres and 266 retail outlets across India. We closely work with our distribution and retail partners to offer customer services. There is a large set of consumers who want to experience the product before they buy it, which is why we have both online and offline stores.
When do you see yourself occupying the first position in the Indian market?
We have been doing extremely well in India. As per the IDC quarter one report 2018, OPPO stands at third position with a 7.4% market share. We are not too focused on the number game, we will offer innovative products that will surpass consumer expectations and help them live an entirely different smartphone experience.
What's the plan on expanding your manufacturing base in India? Till now, how much investment has been done in the Indian market?
All Oppo products sold in India are now being manufactured here. Oppo's facility in Greater Noida has a current capacity of 15 million products in a year and has over 4,000 employees.
What has been your marketing strategy in India? Since the mobile market is already crowded, what will be your USP?
At Oppo, we follow a 'simple and focused' strategy when it comes to marketing. This means we are completely focused towards leveraging our resources and energies to create unforgettable experiences for our consumers, especially the youth, across markets and cities. To reach a larger base, we use a 360-degree approach. We are present on all platforms that our target audience would be interested in. In India, we are closely knit with two of the most followed platforms in India– entertainment and cricket. The idea is to connect and offer experiences that go beyond the product experience.
Lastly, any plans of launching a product below Rs 10,000 – a feature phone or a low end smartphone?
Our focus has always been to create something new and innovative every time we launch a product. As said earlier, we are focused on being a premium smartphone brand in India. In the affordable range, we have the A series and we recently launched the A3s, a mid-range phone which supports high-end feature.