wen | kejixinzhi wangsiyuan

编辑 | 赛柯

zuijinliangnian，shoujixingyekaishilexinyilunhuanxinzhouqi，zhenggeshichangkaishihuinuan，gejiachuhuodouyouzhidepansheng，danzhangqizuoweishichang“lingtouyang”deoppoquegaoxingbuqilai。

juguoneiwaiduojiaquanweidiaoyanjigoushuju，oppowulunshiguoneihaishiguojishangdeshichangfenehechuhuoliangjunchuxianlemingxianxiahua，weinengxiangshoudaozheiyilunhongli。

shishishang，oppodeburuyibuzhizaishichangjingzhengshang，gongsineibudeyewubujuyeyizhixianrushiyuyuanweidejiongjing。wulunshidasixuanyangdexinpian，haishihoulaidexr，zaidaoxiaozhedieshouji，zheixiedaibiaogaojingjishudeyewu，yaomecheditingzhi，yaomebeizanshigezhi，fanyingchugongsizaizhanlvebujushangdeyaobaibuding。

oppozhengquanliyifujinjunailingyu，xunqiuliyongzheiyigemingxingjishuzhongsuqizaishoujixingyedejingzhengli。raner，zaishichanghuanjing、jingzhengduishouyijigongsineibutiaozhandesanzhongyalixia，oppoyaoxiangzhongshixirihuihuang，mianlindetiaozhanburongxiaoqu。

01 销量大滑坡，“一哥“地位难保

dankanxiaoliang，oppodiaoduijixiangzaoyixianlu。

genjuidcbaogaoxianshi，2023nianoppoquanqiushoujichuhuoliangwei1.031yitai，shichangfenewei8.8％，tongbixiajiang9.9%，weiliequanqiudisiwei。danruguodanlunjidulaikan，dierjiduyijidisijidu，oppodoudiechuleqianwu。

shishishang，quanqiushichangshangdesiwuliumingdefenechajubingbusuanda，dancongquniandisijidukaishi，oppochuxianlechuhuoliangheshichangfeneshuangshuangxiahuadejumian。

jushichangdiaoyanjigoutechinsightsfabubaogaoxianshi，2024niandierjidusanxingyijin19%dechuhuoliangfeneweijubangshou，pingguoyi15%deshichangfenepaimingdier。xiaomi、vivohechuanyinweilieqianwu，suihoucaishioppo(hanyijia)。

bingqiezaizheixieshoujichangshangzhong，oppodechuhuoliangshiweiyiyigenishixiahuade。genju techinsights deshuju，oppoyuyijiazaiquanqiushichangshoujichuhuolianghejiwei2500wantai，tongbixiajiang8%，zheiyeshideoppochengweidierjiduqianshipinpaizhong，weiyichuxiannianduxiahuadepinpai，erzheiyeyiweizheoppoyijinglianxu11gejiduchuxiannianduyejixiahua。

jibianjiangshiyefangdaoguonei，oppodebiaoxianyetongyangbujia。

congidczhongguozhinengshoujishichangjidugenzongbaogaokan，oppozai2023nianyijiduyi19.6%deshichangfenewenjuguoneishoujishichangdiyi，erjidudiezhi17.7%，sanjiduxiahuazhi16.2%，sijidulveweihuishengzhi16.7%。buguojinru2024nianhou，oppotuishijinxian。

jutechinsightsshujuxianshi，2024niandierjidu，zhongguozhinengshoujichuhuoliangtongbizengzhang5%，vivoyi19%dechuhuoliangfeneweijuzhongguoshichangdiyi，suihoushioppo(hanyijia)、huawei、rongyao、xiaomi。

danyigeguanjiandianshi，oppozaidierjidudechuhuoliangwei1120wantai，tongbixiajiang8%，lianxudisigejidudefuzengzhang。bingqietechinsightsshiyichuhuoliangweikoujingjinxingtongjide。ruguoyixiaoliangweikoujingjinxingtongji，oppozaiguoneideshichangpaimingxiahuafudugengda。

jucounterpointshujuxianshi，2024niandierjidu，zhongguozhinengshoujixiaoliangtongbizengzhang6%，zhongguoshichangfenepaimingqiansidefenbieweivivo、pingguo、huawei、xiaomi。opposhichangfenejinwei14.6%，yinianshijianbiancongdiyimingdiezhidiliuming。

zhideyitideshi，quanqiuzhinengshoujichuhuoqushiyijinglianxusangejidubaochifusutaishi。yejiushishuo，zaizheigequshixia，yuanbenshuyuoppodeshichangfenezhengzaibeidaliangjizhan，oppoyezhububeibianyuanhua。

02 被经销商“绑架”，战略摇摆不定

buguojibianshichangfene“diediebuxiu”，danoppoyizhiyilaidoubushiyijiaxiangyao“bailan”degongsi。

chulezhangxianbujuyingxiangwai，2019nianxiajuexinzizaoxinpian，2020nianxianqiqudaogaige，houxuyouzaixr、iotshangxiazugongfu，oppohenxiangzuochugaibian。

danjieguozongshishiyuyuanwei。zaoxin4nianhou，oppozuizhongzai2023nianxuanbuguantinglezekugongsi，bingjiesanyanfatuandui，gongsidezaoxinzhilvjiucixuangaojieshu。

oppozaiwulianwangdezhanlvesilushang，jiuzhishianbujiubandijinxingxiangguanyingjianchanpindekaifa，bingweijinxingzhenduixingdezhanlvebushu，yedaozhiqicuoguoleiotfazhandezuihaoshiji。rujin，wulianyewuyijingdanchuoppodehexinquan，iotshiyequnzaidujinxingrenyuanyouhuadiaozheng、nianzhongjiangda3zhe，dianshiyewuxianjiangcaichechuanwenbuduan。

congopponeibulaikan，qiyewugaigedeshiliyuqianghuayuquandejingxiaoshangyeyouyidingguanxi。

yuqudaoqiangbangdingshioppodeshengcunzhidao，jingxiaoshangshioppodehexinzuchengbufen，shijizaiopposuozhangufenpoduo，juyoujigaodehuayuquan。zheiyeyiweizhe，zaizhidinggongsizhanlvehechanpinjueceshi，jingxiaoshanghuayuquanjigao，jidangcaipanyouzuoxuanshou。

erdangzhenggeshoujichanyeliankaishitouminghuashi，opponeibubianhuichanshengyigemaodun：ruguobubagaopinpai，xianggaoduanjixingfazhan，zefubeishoudi。danjingxiaoshangmenzeyiyingliweizuizhongmubiao，gengqingxiangyumaidangxiazuizhuanqiandejixing，yidantoushenyanfa，shibiyaoyingxianggongsiyibufenduanqiliyi，erjingxiaoshangwangwangmeiyouneimeduonaixin。

jiyuci，yixiangtouzixujiuquebuchanshengyinglidegaigezaiopponeibuwangwanghuobuzhangjiu。zekuturanjiesanheiotzhujianshishengjiushiqizhongdeyigelizi。duiyuoppolaishuo，kanleziyanxinpianyewuyiweizheqigaoduanchanpinshichangshaoleyigezengzhangdian。ruguozhonggaoduanchanpinheiotchanpinzaibiaoxianbujia，jiuhuidaozhijingxiaoshanglirunweisuo，zhutigongsichuyujiaoqiangdeyilaiguanxixuyaoduiqijinxingbutie，xiangyingxuejianlexinchanpindeyanfazijintouru。

kanbudaochanpintishengheskuzengduodejingxiaoshang，youhuijinyibubazerenguijiudaogaigebulishangmian，erwulunshichanpinhaishizhidudegaigeyouqiaqiaxuyaojingxiaoshangzhichi，yigefufankuibianchanshengle。erzhanlveyaobaibeihou，oppobiancuoguolechuangkouqi。

duici，youyeneirenshibiaoshi，“oppohenduoyewudedaqidaluozhijian，shiqizhanlvejuecedejijin，jirendeganjuexiangshiyongshangrenluojizaizuoyewu，nengzhuanqianjiuzhuan，bunengzhuanqianjiubazheigeyewukandiao。”

tanbaijiang，wulunshiyingxianghaishidianshi、erjiyihuoqitaiotchanpin，oppodechanpinnenglihetourujuexindoushizaixiande。dandangzhutigongsiyaolituiyigeyewu，shixianxuyaoxiangqingchuzenyangcainengbukuisun，shenzhixuyaolianxihaojidadailixunwenqiyijian。shichangceruguomeiyoudonglishoumaixinchanpin，xinyewuyejiunanyidatong。

buguo，jiuhanfengganlin。zuoweijin5niannaizhi10nianzuidadebiangedian，aishoujijiangkaiqixinyilundehuanjizhouqi，cushixingyejinruxipaijieduan，oppoyetingzhichuantongzhinengshoujixinxiangmudekaifa，hanchuall in aidekouhao，yituzaicichengweixingye“lingtouyang”。

03 全力向AI求解，破局路漫漫

yusansinianqiandeshoujixiangbi，gedapinpaishoujizaixingnengshangshushiyijingmeiyouxianzhudetishengle。buguanchangshangzenmechui，meiyoujishuchuangxinxingyejiumeiyoumimi，suoyirenzaitongyishuiping。

dabufenrenhuanshoujideyuanyinyebushizhuiqiugenghaodechanpin，ershijiushoujishizaichengshoubuleyuelaiyueyongzhongdeapple。bingqiechulepingguowai，suoyouqitashoujipinpaideyonghuzhongchengduhendi，zuizhongxingyeshizhongxianzaiwuxianneijuandezhuangtai，xuanshoujiyebiandehenjiandan：zaiyiduidachabuchadecanshuzhong，kansheidejiagegengdi。

suoyiaiyushoujidejiehechenglexingyepojuzhifa，gejiadouzaijijibeizhan。duiyuoppolaishuoyeshiruci，xiangbizhiqiandexiangmu，zheicizaiaishoujishangdebujugengweijizhong，zaineibujinxingleshenduzhenghe，jianglingxingsanluandeziyuanjujidaoyiqilaigongjianshichang。

congshichanglaikan，jinnianxiabanniandaomingnianshangbannian，aishoujideshentoulvjiangchangshitiaozhan10%deguanjianmenjian，yidanjiaohufangshigexindelunduanyanzhen，yujizai3niannei，aishoujideshentoulvjiangkuaisudadao50%。

dancongzhimianshangkan，sihusuoyouzhuliudeshoujichangshangdoujiangjijiyongbaozheiyibianhua，dajiachuzaitongyiqipaoxianshang，meigepinpaidoutuichulezijideduanceyuyandamoxing，canshuyebuxiangshangxia，bingpeitaozijidecaozuoxitong。buguoyigegongtongdianshi，suoyouanzhuochangshangjihudoujiangzhongdianfangzailefunengshang。

yioppofind x7xilieweili，fashoushiyiaitonghuazhaiyao、tuxiangxiaochu、quanxinaizhushouweizhuyaomaidian，oppozaichanpinjieshaolitidaodeyeshi“changxianai”，dandaduoxiaofeizhezaixuangoushi，haishigengweizhuzhongshoujidefarezhuangkuangyijixuhangnengli。zheibenzhishimuqiandeaibingmeiyoutaidaxiyinli。

lingwaiaijishudepujiheyingyong，xuyaoyigechengshudeshengtaixitongzuoweizhicheng。opposuiranzaiaijishushangtouruledaliangziyuan，danqishengtaixitongdejianshexiangduizhihou，yupingguo、xiaomi、huaweidengyongyouqiangdashengtaidegongsixiangbi，oppodeaifuwuheyingyongzaiyonghutiyanheshichangyingxianglishanghaiyoujiaodadechaju。zheizhongshengtairuoshi，shideoppodeaiyoushibingbumingxian，nanyizaiduanshijianneixingchengqiangdadeshichangjingzhengli。

oppoxiangyaozaiailingyushixiankuaisutupo，xuyaochuangzaochuyigeleisiyu“iphoneshike”debiaozhixingshijian，yiyutongxingjianlichaju。raner，xianshiqingkuangshi，shichanghetongxingdoubuhuijioppozheigeshijianhejihui。

zaidangqianjingzhengjiliedeshichanghuanjingxia，meiyijiashoujichangshangdouzaijijibujuaijishu，shituqiangzhanshichangxianji。oppoyaoxiangzaizheichangjingzhengzhongtuoyingerchu，bujinxuyaozaijishushangqudetupo，gengxuyaozaishichangcelveheyonghutiyanshangjinxingchuangxin。

quanqiuzhinengshoujishichanglveyouhuinuan，danjingzhengyirancanku！xingnengguosheng、chayihuananti，jiangsuoyoushoujichangshangdoukunzaiqizhong。aishoujizuoweixingye“jiumingdaocao”，qishibihuiweigechangshangdailaipotianliuliang，ranerkaolvdaoshichanghuanjingdefuzaxingheoppozishendejiannanchujing，qifanhongdedaoluzhudingjingjimibu，qianjingbingbuminglang。