Yes, OPPO officially announced that OPPO would abandon the R series when the Reno series was launched in April. It was replaced by the new Reno series, and the F series also stopped updating. It is said that Reno represents youth and vitality.
7 years of R series
In 2013, OPPO launched its first R digital series mobile phone - OPPOR1. The OPPO R1 launched in December 2013, priced at 2,498 yuan, adopts The rare double-sided Gorilla Glass Alcoa alloy middle frame design is only 7.1mm thick.
The advertisement "Five minutes of charging, two hours of talk" made OPPO mobile phones popular all over the country, and invisibly drove the development of the OPPO R series. It is reported that the OPPO R9 series sold 20 million units. It took 88 days for the OPPOR9 series to sell more than 7 million units.
Why OPPO gave up the R series
(1) Patent issues: It is reported that OPPO wants to enter the European market in order to accelerate brand development, and in 2017 Huawei has registered the R17 with the EU , R19, and R21 models. If OPPO wants to sell them in Europe, it must have patent issues with Huawei, so OPPO has to change its own models.
(2) Change the brand image: OPPO’s R series has always been a representative of high price and low configuration. On OPPO R17Pro, OPPO can sell Snapdragon 660 to the 4000 range, while Xiaomi’s Snapdragon 845 only has 2000 can be said to be a decent high-priced but low-profile mobile phone.
The launch of the OPPO Reno series is, on the one hand, to change the brand image and improve the brand's profile; on the other hand, it is also an indispensable part of OPPO's global strategy.
Although I don’t like Huawei, this matter really has nothing to do with Huawei. OPPO itself has come out to apologize. Huawei's overseas registrations of R19 and R21 are not mobile phone names. Moreover, OPPO’s overseas models generally have different names from those in China. For example, in the Indian market, they all start with F. There is also the realme series that returned this year. OPPO’s abandonment of the R series is also a must for OPPO’s future development. Road, although the R series is very successful, the brand effect will not be great as time goes by. Last year's R17 sales were obviously not as good as before. Although it is painful to give up the R series, how can it be reborn without cost? This year is probably the most painful year for OPPO. Most companies really don’t have the courage of OPPO to give up. The new Reno series will focus on performance, price, and consumption ratio. OPPO's corporate culture is its duty. It never compares with others, never slanders others, and is dedicated to providing users with better quality, service and experience. Giving up the R series and switching to the reno series is a transformation and upgrading. OPPO no longer invites celebrities to endorse, there are fewer advertisements, and there are fewer sponsorships for variety shows. Now OPPO has begun to focus on independent research and development. I heard that it is developing chips and operating systems. The operating system is probably just trying to catch the wind, but the chip is probably real, and it has hired a lot of people in the semiconductor field.
No matter what, I have always liked OPPO. The quality control is really good. The quality requirements are several times higher than the industry standard. Although it does not have its own processor, it knows what users really need and gives users more information. Practical mobile phones with better experience. Nowadays, no mobile phone is completely developed by any manufacturer. You can develop a processor without using other people’s architecture, instruction set, screen, speakers, and earpieces. So when buying a mobile phone, check the quality control. , it depends on your own needs, don’t be induced by articles on the Internet, you can write comments on Taobao.
Is 0PP0 giving up on R series mobile phones? I don’t think 0PP0 will give up on R series phones. The main route of R series mobile phones is to integrate high-end business and entertainment into high-end mobile phones. R series mobile phones will be seen in the 5g mobile phone field.
I believe many netizens who use OPPO mobile phones have noticed that OPPO did not launch the R19 series in order this year, but released a new Reno series, so that many old OPPO users complained about the word "Reno" The words are too complex and difficult to pronounce correctly, which is far less straightforward than the R series. You must know that the OPPO R series has always sold well, especially the two generations of OPPO R9 and R11 products which were very popular back then. Logically speaking, such a mature product line should not be abandoned so easily.
As for why OPPO gave up the R series, the official did not give a clear statement, but there are a lot of speculations online. The most common and most unreliable theory is that Huawei has registered three trademarks in Europe: "R17", "R19", and "R21". As a result, OPPO was unable to continue launching the R19 series, so it simply changed its name.
The reason why this guess is unreliable is because OPPO’s main sales area is still in China, and the European market only accounts for a small share of OPPO. There is absolutely no need for OPPO to give up the R series that it is still working on for the European market. To take a step back, even if the R19 trademark cannot be used in overseas markets, wouldn't it be enough to change the name? OPPO has launched an F series in India before, which is actually the overseas version of the R series. Or you can simply skip R19 and R21 and name them directly with R30 and R50 like vivo and Huawei do. Therefore, netizens’ speculation that the OPPO R series was canceled due to Huawei’s preemptive registration is untenable.
Another more reasonable guess is that OPPO has tried to transform its products this year. For example, Wu Qiang, the former vice president in charge of OPPO's domestic market, was appointed to overseas markets, and Shen Yiren, the "post-80s" vice president, was appointed to be responsible for the domestic market. . The OPPO Reno series was promoted by Shen Yiren. After changing the new leadership, it makes sense to launch a new product line.
This year’s OPPO Reno series is also significantly different from the past R series. For example, it adopts a true full-screen appearance and uses a very unique side-swivel lifting camera. The high-end version supports 10 times the hybrid zoom, and also uses Qualcomm's top-end processor that has never been used in the R series in the past. It can be seen that OPPO’s product style this year is different from the past. It has become more neutral from the past to the female market, so launching a new Reno series may be a better choice.
However, this year’s OPPO Reno series has also encountered considerable challenges. Although the true full-screen appearance has won praise from some users, the lifting camera module has also brought about the problem of a thick body. Coupled with Huawei's pressure in the offline market and fierce competition from its old rival vivo, OPPO had no choice but to quickly launch the cost-effective OPPO Reno Ace after the release of Reno 2 in September this year. With the arrival of 5G, OPPO Reno 3 will be released in December. It is very rare in OPPO's history to release four flagship new products in a row. This also reflects that OPPO is facing greater pressure this year and has to quickly release new products to open up the situation.
Therefore, many netizens speculate that the OPPO Reno series is an attempt by OPPO in the transformation process. If the subsequent market performance of the Reon series does not meet expectations, then OPPO may re-launch the R series. . After all, the reputation of the OPPO R series is still there. As long as it can create good enough products, it can still attract many old users to return.
Just when the Reno series brand was released, OPPO executives announced that the Reno series would replace the previous R series, so the previous R17Pro was the last mobile phone of the OPPO R series. At the same time, OPPO’s The logo has also changed. It can be said that after entering the Reno brand era, OPPO will also symbolically enter a new era of development.
The R series has developed so far and can be said to be the representative work of OPPO’s high-end phones. However, careful users may find that the release frequency has greatly increased after the OPPO R11. It can be seen that the competition in the domestic mobile phone market is also at this time. It has become very intense, and 2018 can be regarded as a cold winter for the Chinese mobile phone market. The growth of the mobile phone market has become negative. The shipments of many companies including OPPO are declining, so OPPO must seek changes.
Although the R series has developed to R17 and has a good reputation among users, it is still difficult to escape the bad reputation of "high price and low configuration". As competitors, Xiaomi and Huawei's shipments are With continuous improvement, OPPO started a new brand road with Reno. Low price and high configuration have become synonymous with Reno, and it continues to take the mid-to-high-end route to meet the needs of young people.
Through the new products over the past year, the Reno series has indeed achieved good market results, especially the latest Reno ACE, which has a good reputation among young users with its high configuration and high cost performance, as if overnight OPPO's image of "low configuration and high price" no longer exists. The Reno series has indeed cannibalized the mobile phone market of many brands such as Huawei. I think OPPO has taken the right step.
No, Reno is also an R series
Reno is the successor of the R series.
Improve cost performance
ren o has an ugly name, and it’s damn hard to pronounce. It’s a failed name
I gave up.
After the Reno press conference, OPPO Vice President Shen Yiren accepted an interview with the media and said that OPPO’s R series will be discontinued and Reno will start the next decade of OPPO mobile phones.
Shen Yiren said that OPPO’s popular R series, which has been the main focus in the past, will stop updating, and will meet consumer needs through the FindX series and Reno series in the future. According to statistics, the cumulative sales of the R series currently exceed 100 million units. Now that OPPO has given up on this series, it seems that it has great confidence in the future of the Reno series. In addition, Shen Yiren also said that the Reno series will not be star-marketed like the R series, but will focus on communication with users and product details.