“Blue-green brothers” fall to “real”, the prospect of “separation from the same family” is geometric

The competition for mobile phone hardware is intensifying today, and the “blue-green brothers”, as a temporary ridicule of netizens, has fallen into “practicality”. Tianyancha shows that Guangdong Mobile Communications Co., Ltd., an OPPO affiliate, has applied for the registration of the “Green Factory” trademark on November 9. The trademark is internationally classified as “Scientific Instruments” and the trademark status is “Trademark Application”.

As early as August 2019, Vivo Mobile Communications Co., Ltd., a subsidiary of vivo, had registered the “Blue Factory” trademark, which was classified internationally as “communication service”, “website service”, etc., and the trademark status was “registered”. In May of this year, the company also applied for the registration of dozens of “Blue Factory” trademarks, involving multiple international classifications such as catering and accommodation, daily chemical products, and financial property management.

For a long time, the two brands have been compared due to their “similarity” and similar positioning, and they have also been among the four major domestic brands of “Huami OV” by virtue of the sinking market. However, the world has changed, Huawei is not bright in the west, and it has swept nearly half of the domestic mobile phone market; Xiaomi is also doing well with the advantages of the IoT ecological chain. OPPO and vivo, which go hand in hand, have now become brothers and sisters with limited competitiveness. But time waits for no one, so the two urgently need to find a way to break the game.

OPPO does addition, and the hardware is surprisingly successful?

Recently, OPPO, OnePlus, and realme have all joined Huantai Mall through software updates, integrating the three products. The experience officer, as well as OnePlus and realme can enjoy the after-sales service of OPPO in the Ojia mall, the best proof of the confluence of the three.

Relevant data from market research firm Gartner shows that in the first quarter of 2020, OPPO’s mobile phone shipments were 23.949 million units, a year-on-year decrease of 19.1%, which is the pain of OPPO’s performance. As the sale of Huawei Honor has settled and Nubia has returned to ZTE, the challenges faced by OPPO and its sub-brands will only increase.

At the same time, at the OPPO Future Innovation Conference last week, OPPO also brought out its own eye-catching new hardware product – a scroll screen concept machine. Different from Samsung and Huawei’s folding screen form, OPPO has also carried the banner of differentiation at the hardware level. However, although the hardware is good, there are two problems that cannot be ignored. One is mass production and the other is ecology.

Some practitioners in the industry told Dongdian Technology that although the current hardware structure looks very good, it cannot be mass-produced in a short time, and it may end up with the same results as the Xiaomi Mix Alpha. However, such exploration is still necessary to reserve core technologies.

Not only that, OPPO chose to independently develop the intelligent hardware ecological category, established the “3+N+X” strategic plan, and continued to make up lessons in the direction of a complete IoT ecosystem by launching smart devices such as headphones. With the advent of the 5G era, more and more intelligent terminal devices will be connected to each other in the future. At that time, such a strategy will help improve OPPO’s own IoT system construction experience, continuously improve user stickiness, and continue to export influence to overseas markets.

Vivo software see the real chapter

According to a report by the China Academy of Information and Communications Technology, the overall domestic mobile phone market shipments in October were 26.153 million units, a year-on-year decrease of 27.3%. This is the sixth consecutive year-on-year decline in shipments since May this year. So far, only April has shown positive growth. From January to October, the domestic mobile phone market shipped a total of 252 million units, a year-on-year decrease of 22.1%. At the same time, the enthusiasm of manufacturers to release new phones is also fading. In October, 28 new phones were launched, a decrease of 42.9% from last year.

In the smartphone market, which has become a red sea, major mobile phone manufacturers have been competing in hardware such as chips and photography. As the GMS service in Huawei’s overseas market was cut off by Google, they had to build their own HMS service and strive to build a Hongmeng ecosystem. Software systems and ecology have also received more and more attention and have become the direction of mainstream mobile phone manufacturers.

Just after the OPPO Future Technology Conference, vivo officially released a new operating system, Origin OS, at this year’s developer conference. In addition to a number of models that can be upgraded to the beta experience in advance, it will be launched on the next-generation flagship. It has to be said that vivo’s move is intended to compete with mainstream mobile phone manufacturers such as Huawei, Xiaomi, and OPPO to develop its own operating system.

The reason for choosing such a path may be due to the fact that in the four major tracks (image, design, system and performance) established by vivo itself, the competition at the hardware level is too fierce, and vivo still lacks that kind of memorable hardware highlights. , the only thing on these four tracks that is not at the hardware level is only software.

In the past, hardware stacking, as a kind of political correctness in the mobile phone industry, has been gradually replaced by the ecological coordinated development plan integrating software and hardware. With the entry of vivo, the competition at the software level such as the operating system has also begun to get better. What I have to mention is that vivo, which started late, also hopes to open up the context of the Internet of Things with a new system, but it currently only has headphones, watches and other products as a foil, which cannot be seen in terms of product richness and ecological maturity. On the same day as Huawei and Xiaomi.

However, the transition of the vivo system from Funtouch OS to Origin OS has changed a lot, and the iteration of the mobile phone system still requires long-term accumulation of experience, plus users’ preferences are thousands of people, so this can also be regarded as a giveaway for differentiated competition . At the same time, in terms of ecological construction, vivo uses an open approach to attract more ecological partners to join, build its own ecological kingdom, and promote the improvement of the local service ecology. In terms of the Internet of Things, the Internet of Vehicles, etc., vivo is more cautious in its independent layout, unlike Huawei, Apple and other manufacturers who have repeatedly reported the news of building cars or entering the Internet of Vehicles.


Against the background of the decline in global mobile phone shipments, the growth space of mobile phone hardware has peaked, and domestic mobile phone manufacturers are looking for a way out, adding more imagination space for terminal products such as wearable devices, smart homes, and automobiles.

The competitive differentiation between OPPO and vivo is also a microcosm of the differentiated competition of domestic mobile phone manufacturers on the hardware and software track such as mobile phones and IOT. Whether it is hardware competition or software priority differentiation, it must be carried out on the basis of comprehensive ecological construction. In this way, under the solid foundation, each has its own emphasis, and the different feedbacks absorbed in the market are more conducive to the strategy of mobile phone manufacturers. Layout optimization.

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