OPPO invests tens of billions to power IoT TV, the old business has born a new track

OPPO is a company that integrates everything. This is a sentence that OPPO has been emphasizing since last year, and it is also using real money to make this sentence a reality, that is, starting in 2020, investing 50 billion in research and development in the next three years The budget is used for cutting-edge technologies such as 5G, artificial intelligence, AR, and big data to build the core hardware technology and software engineering and system capabilities of the underlying hardware.

Reflected in the strategic level, on the basis of ensuring the basic disk of mobile phones, in September this year, OPPO vice president and president of China, Liu Bo stated in OPPO’s internal letter that “the integration of all things is a big opportunity given to us by the times, and IoT is a big opportunity in this The new wave of…the first smart TV will meet consumers right away."

On October 19, 2020, OPPO's first TV was released. The world is no longer what it was five or six years ago, and OPPO is no longer the OPPO before.

TV is a more open and transparent market than PC. It has a history of nearly 100 years from its birth to the present. During this period, it has continuously changed from form to function. It is accompanied by multiple declines in costs, prices, and profits, and flat sales. Even with the decline, TV is no longer a profitable business.

Why are OPPO and many mobile phone manufacturers competing for this little cake? The core lies in the new wave of IoT.

In the past, TV was an ordinary household appliance like other household appliances. The C-bit of the family living room exists in our daily life. With the Internet wave, especially the mobile Internet in recent years, the family entertainment time originally belonging to TV has been used by mobile phones, Computers, tablets, game consoles, and other devices are divided and eaten up, and there is not much left.

If you can't change the wave, then embrace and accept it. This product, which has been born for nearly 100 years, has been swept into the wave of the times and turned around again, becoming the entrance to the smart home ecology and the core of the IoT.

A deja vu scene was staged ten years ago. You and I are all witnesses, and the convenience and equalization of personal information processing has been realized.

Now, everything is integrated and the desktop is reshuffled. In the past, the clear distinction between traditional TV manufacturers and mobile phone manufacturers has been broken. For TV manufacturers, mobile phone manufacturers are like barbarians at the door, reaching out to their original cake.

The crazy "enclosure movement" kicked off.

The purpose is to pull as many users as possible into their own ecosystem, build a solid moat, and users who are trapped in their own "in-city", once they get used to the "in-city" ecological environment, it is easy to "root" here .

Ecology is the existence that affects the whole body. When you buy an OPPO smart TV or other products, the traditional buying behavior in the past is over, but now it is the opposite. This is both for OPPO and consumers. A fresh start.

As far as OPPO is concerned, when you purchase this branded device, it is equivalent to stepping into the OPPO ecosystem with one foot. The next step is to let you step into it. The method is to enhance the product experience on the one hand and accelerate the deployment of IoT products; For consumers, after using this brand's products, in order to achieve better smart home ecological linkage, more and more other products of this brand will be purchased.

When you open it, unlike traditional TV manufacturers, it is infinitely close to the unpacking process of new smartphones. First, the QR code that comes into view, OPPO account login, OPPO mobile phone screen projection, OPPO Watch Remote control, the opening of the OPPO earphones in seconds… everything tells you that OPPO TV is a point that drives an entire surface to form a three-dimensional network. In this network, products are connected. Ecological integration will eventually gradually transform into actual purchasing power.

This kind of synergy between products will effectively enhance the user’s brand stickiness and have a stimulating effect on the sales of various products. When the concept of the integration of everything is deeply rooted in everyone’s minds, when buying a mobile phone in the future, in addition to considering the price In addition to the configuration, it is also necessary to consider whether the brand has a product ecosystem and IoT products that can be linked with mobile phones.

In the foreseeable future, mobile phones will still be the center of personal information exchange, so mobile phone manufacturers, especially the world's top mobile phone manufacturers like OPPO, hold the tickets for the future.

On this basis, from +1 to +N, mobile phone manufacturers are actively or passively undergoing transformation and upgrading. When reproducing a watch or smart speaker, they will increasingly emphasize different brands of the same brand while achieving excellent basic experience. The linkage effect between devices, the deeper the interaction and integration of various devices, once a user purchases a product, the deeper the "trap", and then the more ecological products they buy, the better the integrated experience, just like dominoes , Cyclically.

Now the task of major mobile phone manufacturers is to grow their own ecology from a small sapling to a towering tree. Xiaomi is at the forefront. At present, Xiaomi is already the world’s largest consumer IoT platform. The second quarter financial report of this year shows that Xiaomi IoT and The income of consumer products reached 15.253 billion yuan, accounting for 28.5% of the entire second quarter income.

Whether it is self-production or cooperation with major brands to access its own ecology, the ultimate goal is to make its own ecological foundation as large as possible, and the shade coverage is wide enough. This is what OPPO needs or is accelerating.

Huaxiangdi came, and mobile phone manufacturers played the role of gardeners, allowing their "gardens" to flourish and bloom over mountains and plains.