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OPPO Mobile Ten Years: Over Two Cycles, Embrace the Next Wave

via:博客园     time:2019/1/24 11:32:41     readed:309

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Ten years, it seems to be just a flick of the finger for people.

But the same length of ten years, for the mobile phone industry, is earth-shaking. Some brands disappeared, and some manufacturers were in danger. We sent Motorola away from Nokia, saw the rebirth of traditional mobile phone manufacturers, and ushered in the wave of domestic mobile phones.

OPPO, in the center of such a whirlpool, has steadily gone through its first decade. From function machines to smart phones, from 3G to 4G, it has never been absent.

This also makes OPPO a rare mobile phone brand at home and abroad, which can span two change cycles.

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This may be related to the way OPPO operates. In OPPO, what we can see more is the unique gentleness and calmness of Southern Company, which is not open and close, and is not impulsive and aggressive. The products are steadily advancing, the technology is thick and thin, and the design is innovative.

Here, all the skillful cleverness has become irrelevant, and the stories of the unexpected are worth remembering.

At the same time, this decade is also the story of the vigorous development of China's innovative ideas. The rapid changes in Dongguan and Shenzhen where OPPO is located have made China's remarkable speed, which has made OPPO take the express train to the world.

The world has always been beautiful and cruel, OPPO in the process of living with the world, but also increasingly mature and firm: it knows what to do, but also know that in the next cycle, not only has a place, even further.

OPPO mobile phone ambition, as early as in the era of functional computers revealed

Throughout the history of smartphones in China over the past few years, there has been almost no interruption in all kinds of speeches and speeches. But in retrospect, OPPO is one of the very few groups in this period of history who almost completely jumped out of the rivalry.

This is very special in China's mobile phone market, which emphasizes aggression and wolf, but it is one of the principles OPPO must abide by from top to bottom.

Internally, OPPO emphasizes responsibility, which is simply to focus on what you should do. OPPO CEO Chen Mingyong wrote it into the company's corporate culture very early. He also wrote this sentence on his microblog four years ago:

If someone throws stones at you, don't throw them back. Keep them as the cornerstone of your tall building.

But outside, OPPO shows courage and challenge, which is vividly reflected in the process of making mobile phones all the way through OPPO.

Ten years ago, OPPO was only a manufacturer of MP3 and MP4 players. The reason why he wanted to make a mobile phone started with the idea that Chen Mingyong could not find a good mobile phone after visiting Huaqiang North, but also meant that OPPO would enter a completely unfamiliar field.

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What's more, it's not a particularly good year to start making mobile phones in 2008. Before that, the first wave of home-made mobile phones had been abandoned, Xia Xin, waveguide, panda mobile phone brands for today's young users, has been very far away, but in the next few years, they have worked together to face the competition between Nokia and Motorola, not falling.

However, due to various problems in product marketing and marketing, the tide finally came to an abrupt end.

In the historic handover of functional mobile phones and smartphones, OPPO has also made a lot of unique products.

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For example, in 2009, OPPO put its eyes on the field of mobile phone photography, launched a professional photo phone P51, and took the lead in adding support for LOMO special effects, greatly enriching the interest of photography.

In the same year, OPPO also launched a touch-screen mobile phone T9 with an independent decoder chip, which can directly and hard play non-destructive music and video, and also cater to the mobile multimedia entertainment boom at that time.

Later, the flip phone U529 and sliding phone A201 were the OPPO team's attempts to diversify the mobile phone form.

From Find to Find X, OPPO's era of smart machines can not be separated from search and exploration.

In 2011, smartphones are overwhelming. As the first mobile phone in the market, OPPO Find (X903) did not seem to be a water trial at all. Whether it was the appearance of a sliding keyboard and a custom UI interface, or the advertising blockbuster that Leonardo was invited to shoot, it was a rare method for domestic mobile phone manufacturers at that time.

In the years before OPPO became the resident of TOP3 in the domestic mobile phone market, we can see that their curiosity and adventurous spirit were bursting. Today OPPO can bring out various innovative technologies in a very short period of time and constantly ignite people's enthusiasm, which is also related to its various explorations in the early stage of smartphones.

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First of all, it is an attempt to form light and thin. In 2012, OPPO became the thinnest smartphone with Finder's 6.65 mm thickness.

The second is self-portrait. It is said that there was a product designer who liked to use Casio self-timer in OPPO at that time. Because the front-end camera of the mobile phone was generally about 1-2 million slag pixels, he wanted to make a special self-timer mobile phone.

Then, OPPO put this idea into production. In 2012, it adopted a front-end 5-megapixel camera and built-in beauty function on Ulike2 mobile phone, which made OPPO the first brand in China to put forward the concept of self-timer.

This new idea also has an impact on OPPO product design. On Find 5 at that time, on the one hand, it was the first smartphone equipped with 1080p screen in China. On the other hand, OPPO also put forward the aesthetic design concept of the screen, trying to integrate the screen into the fuselage to achieve visual "integration".

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Finally, it is OPPO's bold attempt in structure. Embodied in the product is the release of free-stop rotating camera N1 in 2013, and then the electric rotating camera N3, which has accumulated a valuable wealth for OPPO in the field of mechanical structure.

The clock was set for 2014, and OPPO released Find 7. This is the first time that OPPO has combined the technological achievements and experience of many years into a product, which is worthy of the name of "all-round flagship" at that time. In addition to using the best hardware configuration at that time, it also carries the VOOC flash function developed by OPPO. It takes the lead in putting forward the concept of "mobile phone fast charging" and catches a big demand of users in advance.

It is such a function that can make mobile phone charging faster, which solves the needs of tens of millions of users, and makes OPPO usher in a high-speed development period represented by R series.

Starting from this node, OPPO mode has become the focus of mobile phone peer reference. How to define the product, how to open up channels, how to improve the upstream and downstream, etc., can completely read out countless long articles.

Of course, you can also find many common parts in R series products in recent years.

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One is what I said just now. On the R7 in 2015, OPPO used VOOC flash as its main selling point. With a well-known advertising slogan "charging for 5 minutes, calling for 2 hours", OPPO successfully established a highly recognizable brand image among the public users.

And many years of deep cultivation of beauty self-timer characteristics, also in the OPPO R9 generation of products have been a concentrated outbreak. At the same time, OPPO is not satisfied with just doing algorithm optimization, but more in-depth cooperation with upstream suppliers. IMX398 image sensor developed jointly with Sony is the best result.

Looking back now, flash charging and self-shooting functions seem very common, but they directly hit the pain point of the mass consumers, and effectively promote the differential development of OPPO mobile phones.

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By 2017, OPPO continued to play its original product advantages, focusing on the underlying optimization, such as joint research and development with Qualcomm at the chip level, and cooperation with King Glory in the game. This makes the R series bring high quality experience to users in games and photographs.

In 2018, OPPO ushered in another year of outbreak with the accumulation of deep tillage. But last year's focus was no longer on the R15 and R17 series, and the new Find X became OPPO's best spokesperson for the year.

In fact, after the launch of Find 7 in 2014, the symbolic flagship project of OPPO has not been terminated, but it has been silent for four years. Three project managers have been replaced, and many of the projects in the process have been unsatisfactory. OPPO can only choose to wait until the ID Department sent a drawing to the product development department, OPPO finally ushered in what they want. Things.

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According to OPPO structural engineers, because of the amazing design drawings of Find X products, this mobile phone has become the only one that OPPO did not do market research before it went public in the past few years, because the project team felt "it's not needed" and 100% exceeded user expectations.

The bold test of OPPO's mechanical structure five years ago also enabled the development team to contact early suppliers for the first time, successfully extending the N series motor technology to Find X's lift camera.

Looking back over the past ten years, we can clearly find that OPPO's technological innovation and accumulation, its extensive foundation and affinity in operation, as well as its execution and design sense in products, have finally come together and achieved today.

Development of Technology and Design: From Beauty to 5G, From Turn Up to Down

Since VOOC flash charging technology, the number of research and development routes of OPPO is often different from other mobile phone manufacturers. Experience first, parameter second, facing the public rather than enthusiasts is their position.

As a landmark annotation of the OPPO explosion, "charging for 5 minutes, calling for 2 hours", it is behind the fast charging technology that OPPO has been leading.

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In fact, OPPO was not the first supporter of the low-voltage and high-current fast charging scheme. It was not even sure whether to do fast charging or not. But an engineer in OPPO bought his own experimental equipment and developed it with his colleagues out of personal interest, which finally brought the technology to the ground.

According to official OPPO data, the number of users using OPPO flash has exceeded 100 million by November 2018.

But the technology of fast charging still seems to have the potential to dig deeper. In 2016, OPPO and SuperVOOC super-flash appeared at the MWC exhibition. At 50W charging power, it only takes 15 minutes to fill a 2500mAh battery. In 2018, Super Flash Technology was first officially commercialized, and was installed in Find X Super Flash Edition, Find X Lamborghini Edition and R17 Pro models.

By 2018, OPPO is flourishing in technology exhibition, one of the key projects is 5G.

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OPPO has experienced a painful period in terms of network system. Especially at the nodes where 3G is transferred to 4G in 2014, OPPO directly announced that it would cut down all 3G products and put all its efforts into 4G mobile phones, which is equivalent to abandoning millions of stock markets directly.

But as a result, OPPO did seize the opportunity of 4G development earlier than its peers, and only then did it have a big sale of R series mobile phones.

As for 5G, OPPO has successfully realized the world's first 5G video call demonstration using 3D structured light technology. It has also demonstrated the use of Find X 5G prototype for web browsing, online video playback and other applications. Unexpectedly, we can also see the official release of OPPO's first 5G mobile phone this year.

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There is also photography, which can be traced back to the OPPO functional machine era at the earliest. In the follow-up investment, it is a two-pronged approach. The front-end beauty takes experience and demand as the core, while the rear-end photography is a solid hardware technology.

According to most people's understanding, self-portrait is nothing more than a late facial, but OPPO's beauty optimization has undergone six changes. From the beginning, we only know how to recognize face and facial features accurately, then we can set the skin color and the degree of abrasion at different levels. OPPO's understanding of beauty is also changing.

In the period of R111s, OPPO formally entered the era of intelligent beauty. The standard of beauty is no longer a single net red face, but can give targeted beauty programs according to different people, which is due to AI. With the help of structured light technology, Find X can also achieve more three-dimensional 3D beauty technology.

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As for the post-camera, OPPO also has a super-clear picture quality technology developed by itself. It can use multi-frame synthesis algorithm to synthesize several sample interpolation into a super-high-pixel photo, in order to obtain more pictures and more details.

Today, OPPO still has two mysterious photography technologies. One is the anti-jitter technology of Smart Sensor image chip demonstrated in MWC2016, which mainly compensates the jitter in the two directions of upper and lower, and upgrades it to a better three-dimensional anti-jitter in front and back, and further improves the anti-jitter accuracy and response time.

The other is lossless zoom. OPPO skillfully introduces periscope structure, arranges long focal lenses horizontally, and uses optical prism to refract light image to achieve imaging. This can not only take into account the thickness of the mobile phone, but also achieve up to 10 times the effect of hybrid optical zoom.

However, in addition to the exploration of self-portrait, flash and 5G technology, OPPO can go to the big market step by step, but also in terms of morphology. From ultra-thin to Find 7's breath screen aesthetics, to Find X's new structural breakthroughs, can reflect OPPO's unremitting pursuit of product design.

What kind of story did OPPO tell in the past ten years?

In the past decade, OPPO has witnessed a series of crashes from functional computers to smart phones, and from the 3G era to the 4G era. It is also a momentum to seize the lead in the upcoming 5G wave.

The dark line is a group of people who love technology and want to try it under a restrained concept. They play various parts in a small corner. Finally, the product, design and technology research and development have entered a virtuous circle that can be praised and praised.

So, it's actually a story of product advancement, of technology accumulation, of design innovation, and of how a manufacturer moves closer to the "evergreen base industry" in an industry.

At the same time, this decade is also a story that reflects the miracle of Shenzhen and strives for independent innovation. It is also a story of a Chinese enterprise going to the world.

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Now every past minute, an average of 311 OPPO phones have been manufactured and sold to more than 30 countries.

For OPPO, ten years is only a prelude, and the good play has just been staged. Some of the technologies we know are waiting to be put into practice, while some of the more interesting ones may be fermenting slowly in a corner of the OPPO industrial park, eventually ushering in a new round of blooming in our hands.

When the wind and clouds change, only the sword of innovation can split the waves and tricky prophecies, and OPPO, which is already ready for development, will open up more wonderful times for the outside world in the attitude of explorer and leader.

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