Cutting edge technology

Using "selling thinking" as an IOT, OPPO is destined to b

Guide: On January 14, mobile phone manufacturers announced the establishment of the emerging mobile terminal business unit. OPPO officially said that "Xing Mobile Terminal Division will build an open IoT platform, together with the launch of a new sub-brand "Zhimei Heart", through the self-research, cooperative research and development, selection of three models, to provide users with Zhimei technology life solutions.

On January 14, mobile phone manufacturers announced the establishment of the emerging mobile terminal business unit. OPPO officially said that "Xing Mobile Terminal Division will build an open IoT platform, together with the launch of a new sub-brand "Zhimei Heart", through the self-research, cooperative research and development, selection of three models, to provide users with Zhimei technology life solutions. "The media report said: "OPPO Emerging Mobile Terminals will take the lead in targeting smart watches and smart headsets, focusing on sports health scenarios, integrating company capabilities and resources to create the next entry-level product."

Although the OPPO idea is very good, but the IOT layout thinking is also a bit "square".

OPPO's IOT "selling thinking" is not allowed

OPPO CEO Chen Mingyong said: "The establishment of the emerging mobile terminal business unit is the key layout of OPPO for the 5G+ era, aiming to promote OPPO construction for the future The multi-input intelligent hardware network drives the future development with multiple intelligent terminals."

This is true. In fact, in the layout of IOT, OPPO is the most backward in "Hua Mi OV". The establishment of the emerging mobile terminal business unit is just that OPPO can catch up with Huawei and Xiaomi more quickly in order to avoid being eliminated by the market.

At present, OPPO's actions in the IOT field are almost always following the pace of Huawei and Xiaomi.

Taking the “Zhimei Heart” brand established this time as an example, the official statement is that it will provide solutions for users through self-research, cooperative research and development, and selection of products. Obviously, this idea is largely based on the play of Xiaomi's ecological chain, and hopes to build its own IOT ecosystem. But the problem is that Xiaomi's ecological chain model is not suitable for OPPO. Although Xiaomi is also a route to light marketing and light technology, Xiaomi's marketing is self-contained with mobile gameplay, which is different from OPPO's money-saving game. And Xiaomi's single product is much lower in price than the OPPO, if you followWhat is the profit of OPPO's ecological chain? Therefore, OPPO learns that the gameplay of Xiaomi's ecological chain is actually only learning its shape and can't get its god.

Let's talk about the direction of the smart hardware that the official is targeting. The official said that the emerging mobile terminal business unit will be the first to target smart watches and smart headphones. This obviously refers to the layout of Huawei and Xiaomi on smart hardware.

Of course, OPPO is not a direct move to Huawei, Xiaomi's IOT strategy, it also combines its own "advantages" and made a choice.

Let's take a look at the power of OPPO on IOT - smart watches and smart headphones. Imagine what role smart phones and smart headphones can play in future IOT layouts? What kind of development space can you create? It should be said that the probability that these two smart hardware may become the main entrance in the IOT field in the future is very small.

So why did OPPO choose them as the starting point?

My brother's view is that smart watches and smart headphones are the most affordable hardware products in the current smart hardware. There are Apple watches in the world, Apple headphones are examples, and domestic sales of Huawei and Xiaomi are corroborated.

Obviously, putting the power point on the smart watch, the smart earphone is a safer way to enter the IOT hardware. Not only can you ensure your layout in the IOT field, but you don't have to make money.

It is just OPPO that puts "earning money" and minimum risk in front of the IOT layout, which is too "real". Behind this interest calculation is the "selling thinking" in the OPPO roots. Moreover, OPPO's "selling thinking" is exposed to its original focus on light future, heavy profit strategy, and heavy marketing light technology.

Saying that in good words, it does not cover up the facts themselves.

Of course, it is not that "making money" and "calculation" is not good, but the drawback of this approach is that although the early stage can make money through smart hardware (smart watches, smart headphones), but lost in The right to speak in the future market.

OPPO and Huawei, Xiaomi's IOT gap is huge

In the current mobile phone manufacturers camp, the leader of the Internet of Things is not Huawei and Xiaomi MoGenus. Although OPPO is close to the distance between Huawei and Xiaomi, the gap is too big. It is impossible to catch up with it for a while.

Both Huawei and Xiaomi have already begun to deploy IoT as early as 2015. After several years of development, each has achieved very good results. Taking Huawei as an example, it started with the underlying system architecture and built a hardware and software integrated IoT system. Huawei itself is a world-class leader in communications technology with five core capabilities: cloud, network, terminal, AI and silicon. Its HiLink intelligent IoT platform has achieved access to more than 100 categories and more than 150 manufacturers. Its IoT system has accumulated more than 20 million users, and only 400 million sets of WiFi-based smart furniture devices connected to the HiLink protocol have realized more than 400 million APP links.

Another giant, Xiaomi, is the largest consumer-grade IoT platform based on the “technical + investment” model of Xiaomi's ecological chain. In the past year alone, the Xiaomi IoT platform has achieved up to 80 billion device request processing per day. Worldwide, the number of connected devices connected to the Xiaomi IoT platform has reached more than 132 million, covering more than 200 countries and regions.

In terms of strategy, Huawei and Xiaomi are more thorough than OPPO.

Strategically, Huawei is based on technology and proposed the AIOT strategy with 1+8+X as its core. In Huawei's 1+8+XIOT open strategy, 1 is a mobile phone, 8 is an iPAD, computer, smart TV, car smart screen (car machine), glasses, watches, headphones and other intelligent hardware products, X is other intelligent hardware and services. Huawei's AIOT strategy with 1+8+X as its core has made the IOT business development rely on the intelligent hardware layout IOT.

Xiaomi's IOT strategy is based on the market and uses time for the market. Lei Jun built the largest consumer-grade IoT platform with the “technology + investment” model of the Xiaomi ecological chain.

Regardless of the market or strategy, both Huawei and Xiaomi have already dropped a large part of OPPO. Compared with these giants who have already laid out IOTs in advance several years ago, OPPO's IoT strategy is not only delayed in time, but also in the maturity of technical standards, and third.There is a big gap in the cooperation between the manufacturers. As the 5G commercial era approaches, the competition in the IoT field will also heat up. The late OPPO still has a lot of lessons to be filled, and it must speed up.

lack of "core", OPPO's most fundamental problem

At present, in addition to the backwardness of Huawei and Xiaomi in the market, OPPO is strategically inferior to Huawei and Xiaomi, and there is a fundamental problem. , OPPO's "lack of core".

Yan Ge believes that the lack of core technology is the most deadly shortcoming of OPPO in the field of 5G and Internet of Things. First of all, from the perspective of investment in technology research and development, 5G and IoT are absolute capital-intensive and technology-intensive fields. It is difficult to achieve technological breakthroughs without sufficient R&D investment intensity. In this respect, the distance between OPPO and leading vendors is higher. Big. In 2018, OPPO's technology research and development investment has different opinions, but from the statement that its executives have been upgraded to at least 4 billion (or even 10 billion) in 2019, the technical research and development funds invested by OPPO in 2018 are quite limited. of. This is dwarfed by Huawei's nearly 90 billion investment a year. It is also far behind the current 6 billion scale of Xiaomi.

The lack of R&D investment also led to OPPO's serious lack of core technologies such as IoT's key communication technologies and AI chips. This problem will bring serious “derailed” drawbacks to the enterprise in the competition of 5G+IoT.

We only need to look at Xiaomi to understand that although it is currently in a relatively leading position in the IoT field, it is facing the strong competitive pressure of Huawei because of the lack of core technology. Huawei not only has the HiLink + HiAI platform, but also has achieved great success in the core operating system and hardware. As mentioned before, Huawei's IOT system has formed a leading edge in the core, end, and cloud levels, and has begun to empower global partners. Because of the lack of core technology, Xiaomi has to rely on other companies in many key areas. For example, in terms of mobile phone AI chips and IOT chips, Xiaomi lacks strength and cannot rely on its own Kirin chip to achieve independent product and technology iteration. This also led to Xiaomi's research and development capabilities and product iteration speed in high-performance, low-power IOT chips.Behind Huawei. Due to the lack of core technology, Xiaomi can only rely on assembly to sell goods, earning the middle price difference.

The leading Xiaomi is still like this. Later, OPPO faces the pressure, not to mention the pressure of Shanda.

Some people say that OPPO is also technical, this is debatable. Careful observation of OPPO's more than 5,000 patents obtained worldwide, most of which are only for practical appearance, etc. There are very few patents that really involve core technologies such as 5G, IoT, and AI.

In general, in the face of the competitive pressure of leading IOT vendors such as Huawei and Xiaomi, OPPO lacking “core” wants to make breakthroughs in the field of 5G+ IoT, and the difficulty is conceivable.

OPPO with too late layout, incomplete system, and lack of core technology, if it does not change the current "selling thinking", it is destined to be eliminated in the fierce competition in the IoT field in the upcoming 5G era.

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