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Have integrated our brand in a smarter way by avoiding some annoying displays—Will Yang, Oppo

05-October-2017
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Have integrated our brand in a smarter way by avoiding some annoying displays—Will Yang, Oppo

Chinese smartphone maker Oppo has been dominating headlines owing to its big marketing spends. The strategy is to increase market share in a country that is the world’s third biggest smartphone market. And to make it happen, Oppo is using mass appeal platforms like cricket and television to increase its customer base.
Speaking about Oppo’s journey in India, Will Yang, Brand Director, Oppo India, says that they are now looking at new sectors like Fashion to reach out to their target audience. “Apart from associating with cricket and entertainment, this year we have also focused on fashion. This is particularly because the younger population is showing great interest in this industry. This is also the idea behind our new product range”, says Yang.
According to Yang, Oppo’s association with Bigg Boss is a classic case of “cross over cooperation” which in his words has immensely helped the brand. “So far the performance and the association has been great. This year we have tried to integrate our brand in a smarter way as we have clearly avoided some annoying displays.”
While the world might be making noise about the rise of digital and the growing ad spends in the domain, Yang believes that the Indian market offers a different story. In his view, traditional media is still very relevant and effective here. Sharing his take on the most effective marketing platforms in India, Yang says, “Traditional media like GECs are very important in India though the internet audience is rising rapidly and that is also becoming a big channel. At Oppo we will continue to do regular advertising including OOH etc. I would say, platforms might be changing, but what is not changing is our target audience.”
In the last couple of years the growth of smartphone brands in India has peaked and a lot of new players are looking for a bigger share of the market. Ask him about the rising competition and how Oppo plans to stay relevant, Yang states, “It’s a fact that the industry is facing fierce competition. When it comes to Oppo, we focus on the product and not the sales alone. Moreover our target audience is very clear compared to our competitors and this has helped us stay relevant.”
Having recently entered new markets such as US, Japan and Russia, Oppo is now present in almost 28 markets globally. Amidst this growth and expansion India still remains the most preferred market for the brand. Underlining the importance of India as a top overseas market for the smartphone maker, Yang adds, “Though we might be growing globally but India will continue to remain our number one overseas market for sure.”
The growing clout of the brand in India can be gauged from the fact that the government has given Oppo the go-ahead to open its own single-brand retail stores, perhaps making it the first pure play smartphone brand to win such a clearance in the country.

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