文丨牛刀财经 赵丹

jinjiuyinshi，gedachangshangdoufenfenkaiqixinyilunshoujiquan“xuezhan”。

10yue24ri，oppofabulefind x8xilieliangkuanjixingfind x8、find x8 pro，zhuyaomaidianweishoujizhengshijinruaishidai。

dancongfabuhuishijilaikan，oppo find x8xiliedexuanchuanmaidianrengjizhongzaihoudu、zhongliang、xinpian、pingmudengchuantongyingjianfangmian，danduiyuzhudadexitongjiaifangmianquequefazhiguanganshou。

neime，cengxiangjianggaoduanjinxingdaodideoppo，nengfouyikaoaidayigepiaoliangdefanshenzhang？

1、OPPO销量失速

zaijinglilezhangdaliangniandediguqihou，quanqiuzhinengshoujishichangyijingrijiankaishifusu，chedizouchuhandong。

juquanqiuquanweidiaoyanjigouidczuixinbangdanxianshi：2024niandisanjidu，quanqiuzhinengshoujichuhuoliangtongbizengzhangdadaole4%，zongtichuhuoliangwei3.161yitai，zheiyeshichuhuolianglianxuzengzhangdediwugejidu。qizhongguochanshoujibiaoxianhentuchu，zaichuhuoliangpaimingtop5zhongzhanjusanxi。

ercanalysbaogaoyebiaoming，zhongguodaluzhinengshoujishichangzhengtixianghao，vivozaizengzhangzhixiashengzhifenebangshou，fenefeizhangdehaiyouhuawei。

canalysfenxirenwei，vivozhongduanxinpindefabuwengulexianxiaqudaodexiaoshou，erhuaweizetongguojijidequdaocelveweichiqijianchanpindexiaoshou。

buguo，changshangzhijiandebeixisihubingbuxiangtong。zaishoujishichangzhengtihuinuandedahuanjingxia，qitachangshangdouchenjinzaixianghaodexiyuezhong，weiduoppofeidanmeiyoujielishixianzengzhang，xiaoliangfanerbuduanxiadie。wulunshichanpinxianhaishiyewubuju，oppo（hanyijia）debiaoxiandousihubujinrurenyi，zhujianconglingxiandeweizhibuduanxiahua，shenzhiyijingdiechuleqianwu。

canalysheidcliangdashichangyanjiujigoufabudezuixinbaogaoxianshi，zaiganggangjieshudedisanjiduzhong，oppo（baohanyijia）zaizhongguozhinengshoujishichangdefenehechuhuoliangjunyidiechuqianwuming，jinweiliediliu。

zuijinshujuxianshi，opporujindeshichangfenewei9.68%，shangzhouheshangshangzhoudefenejunwei10.60%。ruguofenkaichakandehua，xiahuazhuyaolaizioppo，fenecong9.77%diedaole8.84%，yijiacong0.83%zengjiadaole0.84%。

yuyinianqianxiangbi，oppodeluochasihugengda。

dangshi，oppozaizhongguozhinengshoujishichangbangdanshangyi17.7%deshichangfenegaojubangshou，qishuangqijianchanpinfind x6xilieyufind n2&flipxiliechenggongzhulioppozai600meiyuanjiyishangdegaoduanshichangzhongjishenqiansan，tebieshifind n2 flip，gengshizaishangbannianchengweizhediepingshoujidanpinxiaoliangguanjun。neishi，oppobeijiyuhouwang，beishiweinenggouchuanyuexingyehandongdejiaojiaozhe。

raner，dangxingyedouyijingpingwenchuanyuehandong，oppoquesihubeiliuzaihanfengzhong。

guigenjiedi，oppo findxiliekangbuqigaoduanxiandedaren；renoxiliechanpindingweimohu，fenbianlvyehendi；axiliesuiranzhudaxingjiabi，dankoubeihexingxiangmingxianyuanburuxiaomi；qizipinpaiyeyujingpinchajushenyuan，yijiadezhimingdugenbenbibushangvivoqixiaiqoo、xiaomiqixiaredmipinpai。

oppoyouyuzhengtidingweimohu，chanpinxianzhijianxianghuxiaohao，diaoduiyiranchengweibuzhengdeshishi。

2、同为学徒，OPPO却掉队

zhongsuozhouzhi，oppochuangshirenchenmingyonghevivochuangshirenshenweidoushiduanyongpingdemensheng，duanyongpingdejingyinglinianyidushenkeyingxiangleoppodefazhan。

shengyu60niandaimodechenmingyong，shizaoqihuifugaokaodeshouyizhe。1992nian，tacongzhejiangdaxuexinxiyudianzigongchengxibiyehou，bianxuanzenanxiachuangdang，zaixiaobawangdangduanyongpingdezhuli。

duanyongpingdeguanlilinian，cengyidushichenmingyongfengkuangxuexideduixiang。yinci，dangduanyongping1995nianshicong“xiaobawang”cizhichuanglibubugao，chenmingyongyeguoduanjuedingzhuisuierqu。

dangshiduanyongpinghuilikaixiaobawang，zhuyaoshiyulaobanzaiguquangaigelinianfangmianchanshenglezhongdafenqi。erzaichuanglibubugaohou，tayeyouleshixianzijiliniandekongjian。

duanyongpingjianggufenmaijiquantiyuangong，jibianyuangongmeiyouqianyemeiyouguanxi，duanyongpinghaihuijieqian，duifangkeyiyonggufendelirunhuozhegufenzengzhangdeguxilaiguihai。

guangchenmingyongyigerenjiucongduanyongpingjielejishiwangoumaibubugaodegufen，erxianrujin，lirunhuikuiyefeichangjingren。ju2016nianrunbaifutongji，chenmingyongzichanyida22yiyuan。

chenmingyongzaichuanglioppohou，yexihuanduiquanbuyuangongjinxingguquanjili：xinjinyuangongyinianhoujikehuodezhixingqiduoweisiniandeqiquan；yuangongruolizhi，yiduixianweigufendeqiquanwuxushangjiao。

zhengceshixingxia，oppoyuangongchigubilishenzhiyijingchaoguo60%。buguo，houlaiweilerangopponengshunlishangshi，chenmingyongbudebucong2010nianqizantingxindeguquanjili，dantatongshiyeqiangdiao，“budaibiaoweilaimeiyoule”。

duonianlai，suiranoppogaoguantuanduizhongyourendiaozhidiaogang，danxianshaoyourenlizhi。xiangguanshujuxianshi，oppoyou3000duomingyuangong，danmeinianzhudonglizhirenshuquebuchaoguo30ren。

ciwai，oppozaiyingxiaoshangdedashoubiyehennengkandaoduanyongpingdeshenying。

zaizengliangshichangjieduan，oppotongguozhangqishengengxiachenshichang，yikaojiamengmoshijianliqipangdadexianxiatixi，waijia“chongdianwufenzhong，tonghualiangxiaoshi”xinaoshiguanggaoyingxiao，henkuaijiuyiyuejishenzhuliupinpaishoujixinglie。

shichutongmendevivochenggongshiyefeichangxiangsi，beirendiaokanshuangbaotailanlvchang。

danjinrucunliangshichangjieduanhou，vivohaizaiwenjianqianjin，oppoquezaiqiaorandiaodui。

suiranzaiyewubujushang，oppoyizhinulixiulianzijidedicengjishunengli，congxinpiandaoxr，yigegexiangmudoutourujudaziyuan，danjieguoquebujinrurenyi。

2019niandi，chenmingyongbiaoshioppojihuazaisannianneitouru500yiyanfafeiyong，zhuyaoyongyu5g、rengongzhineng、ar、dashujudengqianyanjishu，bingjiangzhiliyugoujiandicengyingjianhexinjishuyijiruanjiangongchenghexitongnengli。

raner，wulunshixinpianhaishixrdefazhandouchongmankanke，wujierzhong。

2023nianshi，zaijingli4niandetansuo，oppobudebuxuanbuguantingzekugongsi，bingjiesanyanfatuandui，zhongzhizijidezaoxinzhilv。

opposuiranjielianbuduantuichuleyixiliexrceshichanpin，danquecongweizhengshiliangchanguo。ersuizhexrzaiquanqiuchuhuoliangbuduanxiahua，xryewumingxiangengjiajiannan。

jinrongjiebaodaocheng，oppodexryewuxiangguanrenyuanjiangzhuanxiangaifangmian，tansuoai devicehuojiqirendengfangxiang，zhibaoliuleshaoshurenyuan，jixuarfangxiangdeyuyan。

fanguanvivo，queyijingqiaoranzhuanxingchenggong，xingchengleqiangdadekejijuzhen。

3、OPPO还有多少机会

oppozaizhuanxingguochengzhonglvzaocuozhe，qihexinyewuyemianlintiaozhan。

cenglizhikuozhankejibantu、zhuiqiugaoduanhuadeoppo，quezaoyulexianshideyanjunkaoyan。

2018nian，oppotuichulefind xqijianshouji，yeshiqichongjigaoduanshichangdediyibu。raner，suiranguanfangxuanchengshiheikejiwuzhuang，danbingmeiyoudedaoshichangrenke，qizhudadeshengjiangshishejishexiangtouzaihouxudiedaishengjichanpinzhongyemeiyouzaichuxianguo。

find x2suiranxiaoshoujiagegaoda6999yuan，danyouyumeiyouzugouheikejihewaiguanzhicheng，gangfashoubujiujiuzaoyuleshoujiadatiaoshui。suiranguanfangcongmeiduiwaigongbuguofind x2dexiaoliang，danjianyufind x3xiliedeprobanqishoujiajiuxiadiaoshangqianyuan，zuyikuijianxiaoliangbingbulixiang。

ciwai，jushidiaojigoucounterpointshujuxianshi，2022niandierjiduguoneigaoduanshoujishichang（pifajiazai400meiyuanyishang）zhong，oppodeshichangfenecong2021niande13%xiajiangdao8%。zhudagaoduanshichangdefindxiliedebiaoxianxianranweidayuqi。

buguo，oppobingbushiquanranhaowujihui。

2021nian6yue，oppoyuyijiazhengshihebing，bingkaiqishuangpinpaizhanlve。oppoxiwangtongguozhuzi、jishu、qudaodengquanfangweizhichi，rangyijiawenzhanxianshangshichang，bangzhuoppoqiangduoshichangfene。

10yue31ri，yijia13zhengshixiaoshou，chengjihenbucuo。yijiazhongguoquzongcailijiexuanbu，yijia13zaikaishouhoujin30fenzhongneixiaoliangbiantupole10wantai，chuangxialeyijiaqijianshoujidezuijiaxiaoshoujilu。

ciwai，oppodechuhaichengjidanyesuanbucuo。xianrujin，oppozaihaiwaishichangdechuhuoliangzhanqizongchuhuoliangjin60%，bingzhuyaozougaoduanluxian。

piru，zaiyindu、taiguo、yuenan、xinxilan、bilishi、putaoyadeng14geshichang，500meiyuanyishangdegaojiaweiduanoppoweiliedisanmingdeweizhi。zai2024nianshangbannian，oppodezhediepingqijianshoujizaiyinni、malaixiyahexinjiapodengshichangzhongzhanjuleqianliangmingdeweizhi。tongshi，qigaoduanzhibanqijianfind xxilieyezaihaiwaishichangguangshouhuanying，2024nianshangbanniandechuhuoliangxiangbishangyidaizengzhangle98%。

danrujin，chuhaisaidaoyegewaijuan。wuxiaoboshenzhiyuyan，liujizhongguoqiyechuhaideshijianchuangkouzhishengxia5dao10niandeshijian。

neiyouwaihuanxia，oppodechujingfeichangjinpo。yizhiyuduonianweigongkailumiandechenmingyong，yebudebuqiaoranchushan，zhongxincaopanqioppo，qinzidiaoyanqudao，bingyuhexindeshengjidailiheshengjibaoxiaoshangjinxingjiaoliu。

chenmingyongcengjingshuoguo，taconglaibuguanxinxiayigefengkoushishenme，zhizaiyiyonghuxuqiushifoubeimanzu。

cengjingyikaoduanyongpingdejingyingliniandashasifangdeoppo，zaichenmingyonghuiguihou，shifounengzhongxinshoufushidi，feichangzhideqidai。