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July 19, 2018 – 1:19 pm
This is not Samsung. Not Apple either. And much less Xiaomi or Huawei. The world's second largest smartphone maker calls BBK and nobody knows it.
If we list the most popular smartphones in the world, names like Apple, Xiaomi, Samsung or Huawei will come out. However, a company of Chinese origin – whose name is unknown to many – sells more phones than most brands that flood our minds. In fact, globally, only Samsung has managed to sell more units than them in 2017.
The name of the company is BBK Electronics, and its products are marketed under the Oppo, Vivo, OnePlus brands , Vsum and Imoo. Together they added more than 200 million phones sent last year, according to IC Insights and Counterpoint Research figures.
[19659004] Three major brands, very similar phones and the essence of the business in China
The BBK Group's strategy is relatively similar to that developed by Huawei and Honor in recent years: they rely on the same source, launch similar devices and focus on different markets – by marketing and small nuances -. Looking in the catalog of the three main manufacturers, in fact, it is quite easy to find common items among their products – designs, camera configurations, and so on. –
Most of their sales are concentrated on India and China, their native market. There, they are fighting with Huawei and Xiaomi to attract as many customers as possible, which fluctuates noticeably from one quarter to the next.
BBK sells phones offering attractive benefits at competitive prices. In China, moreover, it bets more on the physical trade than on the Internet
. In Europe, its most important launch was OnePlus, whose products are sold mainly through online channels. The strategy should however vary over the next few years. In countries like Finland and the United Kingdom, they are already distributing their phones to national operators, and it would not be surprising if the process is replicated in other markets such as Spain, where they recognize indeed have a special interest –
However, they are planning something much more ambitious than just expanding OnePlus across Europe. The company founded by Duan Yongping began in 2018 the expansion of Oppo brand, the strongest group.
They went from making various electronics (DVDs, MP3s, TVs, etc.) to smartphones. Thanks to them, there has been a significant expansion of their business.
In 2015, they signed a sponsorship agreement with the F.C. Barcelona, one of the biggest sports windows of Western Europe. However, it was simply a preparation for his real European bet, which began in 2018 with the landing of Find X – presented in style at the Louvre in Paris –
That said, Oppo had some presence in Europe since many years, although their sales were so anecdotal and irrelevant that they were in the background. They did not have their own stores and they were not in third-party distributors either. His sale was limited to his website. And their advertising and marketing actions, at least until then, were almost non-existent on the continent.
Rivals for Samsung and Huawei?
With The gradual push in the Western market, a lot of views on the BBK group (and its different brands) as a possible threat to companies such as Samsung, Huawei and Apple. It would not be crazy, really. Xiaomi, just eight months old in Spain, is already the third largest manufacturer with the largest market share in the country. And the prediction is that it will continue to grow as it breaks the walls and increases its product portfolio.
Oppo, for the moment, is trying to open, although the results have not been as successful as Xiaomi – at least for the moment.
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