Smartphones: Oppo wants to be among the top 3 in Germany

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The Chinese smartphone provider Oppo wants to fight its way into the top group in the German market. “We hope that in five years we will have a market share of 12 to 14 percent and that we will be among the three leading players,” said Germany boss Johnny Zhang of the German press agency. Germany is a strategically important market in Europe. Not only because of its size, with more than 20 million smartphones sold annually – but also because the proportion of premium models for more than 600 euros is particularly high at almost 40 percent.

Oppo is one of the Chinese smartphone providers that have long been overshadowed by the industry giant Huawei. The network supplier was number two in the smartphone market behind Samsung – and was already targeting the top spot. But in 2019, Huawei lost access to important Western technologies after US sanctions. A particularly big problem here is that the group cannot sell any new smartphones with Google services – from cards to the Play Store app platform. As a result, Huawei phone sales plummeted outside of China.

Now other Chinese companies are successfully filling this gap. In Europe, the Oppo competitor Xiaomi even ousted Samsung from the top spot in the past quarter, according to calculations by the market research firm Strategy Analytics. According to this, Xiaomi had a market share of 25.3 percent with 12.7 million smartphones sold. Samsung sees Strategy Analytics with a 24 percent market share. According to the analysis firm, Oppo ranks fourth in Europe after Apple’s iPhone with 2.8 million units sold and a market share of 5.6 percent. The brand increased its sales within a year by 180 percent.

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manufacturer

Devices (million)

Market share (%)

Y-to-Y growth (%)

Xiaomi

12,7

25,3

+ 67,1

Samsung

12,0

24,0

– 7,0

Apple

9,6

19,2

+ 15,7

Oppo

2,8

5,6

+ 180,0

Realme

1,9

3,8

+ 1800,0

Others

11,1

22,2

– 20,1

total

50,1

100,0

+ 14,4

The support of the super-fast 5G data radio is an important sales argument in the German market, said Zhang. “5G is a must for the future.” While initially only the more expensive models had 5G-compatible modems, this year the technology is also advancing into the price segment by 200 euros.

The Oppo Group is also attacking the market with a multi-brand strategy. In May, Oppo officially took over the previously loosely affiliated provider One Plus and also stands behind the Realme brand, which leads Strategy Analytics in fifth place in Europe with a 3.8 percent market share.


(mho)

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