How Brand Oppo Became a Smartphone Powerhouse in Asia

 

In just over a decade, Brand Oppo has transformed from a relatively unknown Chinese electronics manufacturer into one of the leading smartphone brands in Asia. It consistently ranks among the top five smartphone brands in markets like India, Indonesia, Pakistan, the Philippines, Vietnam, Malaysia, and China. Unlike brands that rely only on aggressive pricing, Oppo has built its success on innovation, stylish design, powerful marketing, and deep understanding of Asian consumer behavior.

In this article, we’ll explore how Brand Oppo became a smartphone powerhouse in Asia, the strategies behind its growth, and what makes it stand out in today’s competitive tech market. If you're a business enthusiast, marketer, or tech lover, there are many lessons to learn from Oppo's phenomenal rise.

1. The Early Years: Building a Reputation Before Smartphones:

Before entering the smartphone industry, Oppo was founded in 2004 as a brand under BBK Electronics Corporation. Initially, Oppo manufactured MP3 players, DVD players, and audio devices. This period helped Oppo:

• Build expertise in hardware engineering
• Establish manufacturing capabilities
• Develop a network of global suppliers and distributors

During this time Oppo also developed a brand reputation focused on quality audio and sleek designs. This early positioning would later influence its smartphone strategy.

2. Official Entry Into Smartphones:

Oppo officially entered the smartphone market in 2008. Its first few releases didn’t attract massive attention globally but achieved local recognition in China. However, Oppo became known for risk-taking and experimentation, producing unique models like:

• Oppo Finder (2012): One of the thinnest mobile phones in the world at the time.
• Oppo N1 (2013): Featured a rotating camera, a true innovation then.
• Oppo Find 7 (2014): The first smartphone with VOOC fast charging.

These innovations helped create an identity of premium technology at affordable pricing.

3. The VOOC Fast Charging Breakthrough:

One of Oppo’s biggest competitive advantages in Asia is VOOC (Voltage Open Loop Multi-step Constant-Current Charging), launched in 2014. While other brands emphasized screen resolution or camera megapixels, Oppo focused on fixing a real consumer pain point: slow battery charging.

Benefits of VOOC technology:

• Charge a phone from 0–75% in under 30 minutes
• Keeps phones cooler during charging
• Extends battery lifespan

VOOC fast charging gave Oppo a strong Unique Selling Proposition (USP) that resonated deeply with smartphone buyers in Asia—many of whom use their phone all day for messaging, streaming, gaming, and social media.

4. Understanding Asian Consumers Better Than Competitors:

Oppo didn’t just compete with specs—it studied the cultural and behavioral habits of Asian consumers, especially in markets like India, Indonesia, Pakistan, and the Philippines.

Key consumer insights Oppo leveraged:

Consumer Behavior	Oppo’s Response
High use of selfies and social media apps	Introduced selfie-focused smartphones
Value-conscious buyers	Offered features of flagship phones at mid-range pricing
Love for stylish design	Premium-looking phones even at budget prices
Offline shopping preference	Built massive retail networks
Celebrity culture	Heavy celebrity endorsements & sponsorships

By addressing local demands rather than copying Western strategies, Oppo quickly gained emotional and commercial relevance.

5. Selfie Expert Branding:

In 2016, Oppo launched the “Selfie Expert” campaign worldwide. The Oppo F1 series focused on high-quality front cameras, AI-powered beauty filters, and portrait modes. This move targeted Asia’s selfie-loving youth, helping Oppo:

• Dominate social media marketing
• Sell millions of "Selfie" phones
• Build customer loyalty among young users

This strategy differentiated Oppo from other Chinese brands by giving it a clear, relatable identity.

6. Aggressive Offline Retail Strategy:

While many brands like Xiaomi and OnePlus focused on online sales, Oppo realized that in countries like India, Indonesia, and Pakistan, offline retail drives over 70% of phone purchases.

Oppo invested massively in:

• Local retail partnerships
• Brand stores and service centers
• Bright green Oppo retail branding for visibility
• In-store promoter incentives

This offline-first strategy helped Oppo win trust in rural and tier-2 or tier-3 cities, where many consumers prefer to test products physically before buying.

7. Marketing Power: Celebrity Campaigns & Sponsorships:

Oppo mastered brand visibility. It outspent many competitors in advertising across Asia.

Key Marketing Partnerships:

• ICC Cricket World Cup Sponsor – Huge impact in India, Pakistan, Bangladesh
• Partner of FC Barcelona – Boosted global visibility
• Sponsored Miss Universe Contests
• Brand ambassadors like Deepika Padukone, Ranbir Kapoor, Wang Junkai, and others

By associating with lifestyle, sports, and entertainment, Oppo became a trendy, aspirational brand, not just a tech company.

8. Design Innovation and Premium Appeal:

Even in the mid-budget range, Oppo phones look premium. Features include:

• Gradient color finishes
• Slim and lightweight builds
• Bezel-less displays
• Unique camera modules

Phones like the Oppo Find X series introduced hidden cameras and curved displays that looked futuristic. Oppo turned phone design into fashion and identity.

9. Photography Excellence and AI Integration:

Beyond selfies, Oppo invested heavily in camera innovation. It partnered with Sony and developed custom camera sensors and AI photo processing.

Major camera innovations include:

• AI Beauty Mode
• 10x Hybrid Zoom technology
• Ultra Night Mode
• AI Scene Recognition
• Dual-view video

This turned Oppo into a camera-focused brand loved by content creators and influencers.

10. Focus on R&D and Innovation Hubs:

Oppo spends billions in R&D. It has six global research centers and collaborates with tech universities. Key innovations include:

• OPPO MariSilicon X – Dedicated imaging chip
• ColorOS – Custom Android software
• 5G leadership – Early 5G devices in Asia
• Foldable phones like Find N series

Rather than copying trends, Oppo has invested in long-term technology leadership.

11. The BBK Ecosystem Advantage:

Oppo is part of BBK Electronics, along with Vivo, OnePlus, and Realme. They share supply chains, logistics, factories, and R&D, but target different audiences. This lets Oppo:

·         Reduce production costs

·         Launch faster in new markets

·         Experiment across sub-brands

Realme focuses on budget buyers, OnePlus on performance seekers, and Oppo on premium design and camera innovation.

12. Pricing Strategy: Premium Features Without Premium Prices:

Oppo targets mid-range and premium-mid categories. It doesn’t try to be the cheapest brand—that role is played by Realme. Instead, Oppo focuses on value for money + premium feel, which appeals to aspiring middle-class customers in Asia.

13. Local Manufacturing and Service Support:

Oppo builds local factories in Asia to reduce costs and gain trust. It has manufacturing centers in:

• India (Greater Noida)
• Indonesia (Tangerang)
• Pakistan
• Bangladesh

This allows price control, faster product launches, and after-sales service support, which builds long-term loyalty.

14. Digital Expansion and E-commerce Growth:

Even though Oppo started offline-first, it has now built strong online distribution through:

• Amazon
• Flipkart
• Lazada
• Shopee
• Daraz
• AliExpress

It now offers online-only variants and flash sales and competes better with Xiaomi online.

15. Oppo Ecosystem Expansion:

Oppo is becoming more than a smartphone brand. It now builds a connected ecosystem, including:

• Oppo Watch
• Oppo Enco earbuds
• Oppo Pad
• Smart TVs
• IoT devices

This strategy increases customer retention just like Apple and Samsung do.

16. Challenges Faced by Oppo:

Despite success, Oppo faces major challenges:

Challenge	Impact
Competition from Xiaomi, Samsung, Vivo	Price war
Growing Indian import taxes	Higher prices
Dependence on Google Android	Limited control
Patent lawsuits (e.g. with Nokia)	Market slowdowns
Need for software improvement	ColorOS criticism

However, Oppo is actively investing in software, patents, and premium markets to overcome these.

17. Future Strategy:

Oppo aims to:

·         Become top 3 globally in smartphones

·         Expand into Europe & Middle East

·         Lead in 5G and AI technology

·         Continue innovation in foldables

·         Build a stronger device ecosystem

With premium models like Find X series and foldable Find N series, Oppo is moving into high-end flagship space.

18. Key Reasons for Oppo’s Success in Asia:

Success Factor	Description
Consumer understanding	Designed for Asian preferences
Camera innovation	Selfie & AI photography
Strong offline strategy	Massive retail presence
Premium design	Stylish and trendy appeal
Fast charging tech	VOOC dominance
Celebrity marketing	Brand awareness
After-sales service	Local customer trust
Affordable premium pricing	Value + quality

Conclusion:

Oppo became a smartphone powerhouse in Asia by deeply understanding consumer behavior, creating emotional brand connection, and delivering innovation at the right price. It didn’t try to copy Apple or Samsung; it built its own identity through selfie cameras, VOOC fast charging, premium design, offline availability, and strong marketing.

With constant investment in R&D, Oppo is not just competing—but leading innovation in many categories. Its journey offers a powerful lesson: growth doesn’t come from being the cheapest but from understanding what customers truly want.