Now established in nearly 40 countries, the Chinese company OnePlus is targeting the local to impose itself
SMARTPHONE – Now established in nearly 40 countries, the Chinese company OnePlus is targeting the local to impose itself Since its inception, the Chinese brand OnePlus has made the bet to fully rely on its community to grow. “The question we asked ourselves when we started, is why does the world need a new brand of smartphones? We chose to focus directly on our community, ”says Tuomas Lampen, the group’s new director of strategy in Europe.
“At the time, the competition was very tough, you had to come up with something new. At OnePlus, we have a start-up mentality. Our DNA is our community, “says Tuomas Lampen.
A local strategy
From its inception, OnePlus has focused its communication on its community. “Community members sometimes understand our smartphones better than we do, and they can talk about their strengths better than anyone. When a loved one asks them which smartphone they should buy, they are the ones who advise our brand. And this is a real advantage, “said Kayee Lam, communications manager for the Benelux brand. Because it is ultimately these ambassadors who promote OnePlus products without the brand having to spend a single euro.
This word-of-mouth strategy has proven itself. Because for years the business has operated with virtually no marketing budget. His smartphones weren’t even available in stores. It was imperative to order them on the brand’s website and wait patiently for their delivery, sometimes with a long queue … And this, at a time when e-commerce was just starting to take off.
The company has grown and so have its ambitions. Today, it employs more than 2,000 people worldwide and began its local deployment two years ago. “A second challenge has arisen before us. We had to find a solution to allow more people to approach the brand, “said Tuomas Lampen. OnePlus opened its first pop-up stores where fans could go to get the device of their choice. Then, it signed distribution agreements with resellers and operators and created small communication units in each country.
Advance step by step
Today, the company’s watchword is product diversification. If OnePlus remains primarily a brand of smartphones, it now also sells derivatives and accessories. “One of the things our community has told us is that they want more OnePlus products. We notably offered backpacks and t-shirts, continues Tuomas Lampen. We aim for the long term. We are going step by step and we are trying to grow the business in a very responsible way. “
No question of rushing headlong therefore by increasing the number of product launches. The Chinese firm began its diversification with small launches. Its Bluetooth headphones, the Bullet Wireless, started with little ambition. Today, it has become almost a must for fans of the brand.
Our High-tech file
In India, OnePlus has released its first TV – a connected model that can be controlled remotely with the smartphone. If it is not yet a question of marketing it here, the Chinese company no longer hides its intention to play in the big leagues.
Its flagship product in 2020 will remain the OnePlus 8, a high-end smartphone at a competitive price, which competes directly with the flagships of Samsung and Apple. The Chinese group, however, has taken a good step ahead of its competitors since it is today the only player to offer 5G on its entire range of terminals.