Overview:
OPPO Group embarked on a strategic transformation in 2020 with the overarching goal of transitioning from a smartphone manufacturer to a global technology powerhouse, akin to industry giants such as Apple, Samsung and Huawei. In 2021, more defined objectives were established to fuel OPPO's ambitious transformation, including 1) elevating OPPO’s brand image and making inroads into the premium smartphone segment; 2) prioritizing profitability over market share expansion; and 3) successfully diversifying into future growth areas beyond the smartphone domain.
Guided by these objectives, sweeping changes have been implemented throughout the organization, spanning business targets, organizational structure, management policies, product and branding strategy, among others. Primary resources were allocated for the expansion of the premium smartphone segment, proprietary chip development, the establishment of forward-looking business units like the XR Research Centre and the Health Lab, workforce streamlining, and the initiation of a digital transformation project to enhance operational efficiency.
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