OPPO is expressed in simple words, that is, the birth and strong entry of "young, fresh and international". From May 2006 12, in the advertisement with the theme of "My Musical Dream", handsome men and beautiful women met in the subway, and their feelings were hidden, and romantic associations began in Miao Man's music. Lyric pop music, elegant student-like costumes, pink petals flying all over the sky, green trees and couples, this advertisement gave us a Korean drama in almost ten seconds. In the prime time broadcast of CCTV I, II and III, a large number of advertisements swept in at one time. Almost overnight, the brand of OPPO has become a household name. According to Hunan Satellite TV Super Girl, OPPO repeats a romantic story "My Musical Dream" in more than a dozen advertisements every night. I believe that hundreds of millions of eyes in China will not turn a blind eye to this story repeated more than ten times in three hours. In addition to TV advertisements, OPPO also launched a powerful advertising campaign in print media. Moreover, OPPO also co-organized the Grand Prix of College Student Singers with the most influential newspapers in various regions, apparently to attract the attention of college students. In addition, OPPO has not ignored the network, and consumers can be seen in portals such as Sina. According to its idea of using the network to improve the exposure in an all-round way, OPPO has succeeded more than half. From banner ads to news inserts, OPPO uses the Internet and TV. Moreover, the online song list of OPPO Sina 2005 has been launched vigorously, attracting the attention of many netizens. The reason why Korean and aesthetic advertisements make consumers willing to spend more money on a brand is mainly determined by the association of the brand in consumers' hearts. Consumers can associate all the information of a brand, deeply touch the inner world of consumers, and produce positive, beautiful and pleasant psychological experience. Consumers will recognize, like and even fall in love with this brand, and naturally they will be willing to buy, buy more and spend more money on this brand. In order to create the aesthetic image of OPPO products, its advertising directors and actors are all from South Korea, and the shooting is also carried out according to the standards of Korean idol dramas, which makes the whole TVC full of aesthetic feeling and wins the favor of many young consumers. No wonder all MP3 manufacturers and consumers exclaim: Who are you? With such a strong brand strength and corporate background, the owner should be a foreign brand or a domestic business tycoon. From the perspective of product design and brand image, OPPO seems to be a Korean company, because it has successfully built the most popular Korean idol brand in China. Seiko fashion, eye-catching oppo Company calls the most powerful information that touches consumers' inner world the brand core value. Therefore, brand core value is the main part of brand assets, which allows consumers to clearly identify and remember brand interests and personality, and is the main force driving consumers to identify, like or even fall in love with a brand. Therefore, OPPO has a unique way in workmanship and material selection, such as various machines on the market, each with its own characteristics. Their similarity lies in abandoning the male model modeling commonly used by novices when they go on the road, with completely independent design, unique modeling and unique style. Therefore, the listing of OPPO MP3 is very eye-catching, and it is generally designed for men and women, which is obviously aimed at the target group of couples. Excellent workmanship surprises many consumers. Because there is no burr on OPPO products, there is no incongruous seam on the parts of the plate, and the materials are sufficient. Sound effect can be said to be the most original requirement of consumers for walkman products, and OPPO fully takes this into account. At present, both X9 and X 1 1 are decoded by Philips PNX 010/chip, and the sound effect is refreshing. In addition, all OPPO products come standard with Sennheiser MX400 headphones, so that all consumers can experience perfect sound quality. Coupled with good accessories and unique packaging, OPPO is even more touching. Firmly positioning high-end and segmented people For OPPO, price has also become an element of shaping high-end brands. Take the 256M product as an example, the price quoted by Samsung is around 999 yuan, while when the new OPPO product comes on the market, the X3 model is quoted as 980 yuan, and the price of the top-end X9 even reaches 1450 yuan. It can be said that the price positioning of OPPO is well-deserved in the first camp. Because the entry threshold of MP3 is low now, if its core technology is stable, it depends not only on quality, but also on better design. I think this is the concept of OPPO. The same product, while ensuring the quality, gives the most attractive design, making it unique in the market. However, a careful analysis of OPPO's brand appeal shows that its target consumer group should be young people who like fashion, but this is contradictory. This group of people often lack purchasing power, and the proportion of people willing to pay more for fashion appearance will not exceed 20%, while the proportion of OPPO has obviously exceeded 40%. Brands should temper culture, precipitate taste, and have a sense of high quality and high value. Brands with functional interests should continuously improve the use value of technology and products. For example, if a brand has several leading technologies, humanized functions and beautiful appearance, it can only raise the prices of these products alone in a limited way. If the enterprise continuously introduces such good products, the brand will have a sense of high-grade and value over time. The premium ability of the brand can cover all products. Because strong advertising can certainly bring high popularity, but it is difficult for a brand without connotation to establish a high-end image. In China MP3 market where domestic brands are generally low-end, OPPO is undoubtedly making a brand-new attempt. However, the short-term promotion of popularity and the cultivation of brand image need longer time, and enterprises need to continuously inject culture, fashion and other elements into it to show the soul of products to the world.
Edit the development process of this paragraph.
OPPO brand is committed to the research and development of digital electronic products, focusing on consumer demand-oriented, and the target group is consumers who pursue modern lifestyles. The quality of digital products provided by OPPO is higher than other brands, which can be shown off. It always pursues exquisite and humanized design of products and free and fashionable life enjoyed by consumers. Try to be fashionable and exquisite in product design, concise and easy to use in functional operation, and perfect in quality performance. The company has strong independent research and development ability, regards quality as the life of the enterprise, and pursues high quality tirelessly. OPPO company has been operating in strict accordance with the requirements of ISO900 1 system since its establishment, and passed the international quality system certification in February 2006. In February 2007, we obtained the environmental management system certification. In just a few years, OPPO has stood out in the highly competitive digital market with its fashionable and exquisite positioning, excellent innovative quality, exclusive glory experience and excellent service spread to consumers, and won the trust and pursuit of consumers. In April 2005, OPPO MP3 products entered the domestic market for the first time. Zhengzhou, Henan Province sold OPPO's first MP3 product, opening a new era of OPPO. Subsequently, OPPO invested heavily in advertising in mainstream media such as CCTV, Hunan Satellite TV, Sina.com, Pconline and ZOL, and hired international supermodels as brand image spokespersons to implement integrated marketing, making OPPO a well-known digital brand overnight. In June, 2005, OPPO "Diamond-shaped" MP3 X9 went on the market, combining exquisite and fashionable appearance with pure sound quality, which instantly swept the market and became the leading product of OPPO, and was awarded the annual "Best Sound Quality Award" by consumers. 2006 is a year of strong demand for video players. In order to better meet the market demand and ensure the consistent pursuit of perfect sound quality, OPPO's dual-core solution entered the video player market, and the dual-core design of Philips PNX0 102 chip and Korean MV image processing chip came into being. With the excellent audio performance of Philips chip, and in order to solve the limitation of its low main frequency, video can be decoded independently with the help of independent chips to ensure both sound and picture. In the highly competitive market, OPPO has brought fresh breath to the video market. X29 is the first video MP3 released by OPPO in 2006. Equipped with dual-core, with dual-core concept. The decoding of Flying Core has excellent audio experience, supports OMV video format, and the 1.8-inch TFT screen has excellent film and painting effects. After X29, the first dual-core player, got good market feedback, OPPO made persistent efforts to launch S3 of Music-Shot series, and launched a brand-new trinity concept of movie, music and photo taking in the video market. S3 has a 7.5MM ultra-thin card body design, equipped with 1.8 inch TFT screen and 1.3 megapixel camera, which continues the dual-core architecture of Philips PNX0 102 chip and Korean MV image processing chip, and has excellent audio-visual painting performance. In 2007, OPPO introduced inductive buttons, MP4 V3 with 2.4-inch large screen, V5 with two-color injection-molded fabric on the front, 6.9mm ultra-thin MP4 V9, and MP4 S5 supporting direct playback by RMVB. Aesthetic design, excellent and stable product performance and leading technical strength make OPPO MP4 stand out among many domestic and foreign brands, and its market share has steadily increased. In September 2007, the strong performance of OPPO brand in overseas markets was well received by the media. Among the top ten audio-visual products in the world rated by The New York Times, OPPO brand won three models, namely DV-98 1HD, DV-980H and DV-970HD; ; Among them, DV-983H is a brand-new flagship product in OPPO's award-winning HD DVD player series. Anchor Bay's leading video processing technology, 7. 1 channel audio, 1080p HDMI HD. This DV-983H universal DVD player makes standard DVD discs have shocking audio and video performances on today's large-screen high-resolution displays. In 2008, OPPO paid more attention to consumers' feelings about the use of products, and provided consumers with more intimate products and services from the perspective of user experience. OPPO has successively launched two products of intelligent MP4 series-S9 and S 1 1. S9 is the pioneering work of intelligent MP4 series, which has mainstream RM/RMVB video, is compatible with AVI(XviD, DivX) and FLV format video, and skillfully adds powerful file management system and unique double encryption technology. OPPO continues the design of V9, and the overall design is a "sandwich" design with rectangular ultra-thin "layer metal", and the main color of dream blue products is matched with white middle frame. OPPO inherited OPPO's original patented PAD noise reduction technology, and has two distinctive sound effects, DBEE and PlayFX. OPPO's intelligent attack has brought users a fresh and personalized portable audio-visual experience in homogeneous products. Subsequently, the intelligent MP4 was upgraded again. S 1 1 not only continues S9' s RM/RMVB live broadcast, enhanced file management system and double-button technology, but also reappears the 3.0-inch 16:9 touch screen with a resolution of 480×272, which has powerful functions such as intelligent operation in three-dimensional space and intelligent entertainment center. The smart black tone of S 1 1 and the classic orange rectangular "sandwich" design show the charm of smart MP4 flagship. S 1 1 is a product with many bright spots in the mainstream market at present. With mainstream audio-visual painting functions, high-standard configuration screen combined with full-screen touch operation, and excellent workmanship of OPPO, it stands out among similar products.