【OPPO是哪个国家的品牌？】

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OPPO用简单的文字来表达，就是“年轻、清新、国际化”横空出世、强势杀入

从2006年5月12日开始，在主题为“我的音乐梦想”广告中，俊男美女在地铁中相遇，暗藏情愫，在妙曼音乐中展开一段罗曼蒂克的联想。抒情的流行乐、优雅学生气的装束，再加上满天飞舞的粉红花瓣、青树和一对璧人，这条广告几乎在短短的十几秒给我们上演了一出韩剧。在央视一、二、三套的黄金时间播出、一时间海量广告铺天盖地席卷而来。几乎一夜之间，OPPO的牌子已经家喻户晓。

湖南卫视的超级女声，单从总决选的几场来看，OPPO在每晚比赛动辄超过十几条的广告重复着一个浪漫的故事“我的音乐梦想”，相信中国几亿双眼球不会对这个三小时内重复十几遍的故事熟视无睹的。

除了电视广告外，OPPO也同样在平面媒体砸下了强力的广告攻势，而且，OPPO还同各个地区最有影响力的报纸合办了高校歌手大奖赛，此举显然意在吸引在校大学生的目光。

另外OPPO也没有忽视网络，在新浪等大的门户网站消费者都能看到OPPO的身影，按照其利用网络综合提升曝光率的思路来看，已然成功了一大半，从banner广告到新闻插页广告，OPPO将网络像电视一样运用得非常到位。而且OPPO·新浪2005网络歌曲排行榜更是搞得轰轰烈烈的展开网罗不知多少网民的眼球。

韩系风范、唯美广告

要让消费者愿意花更多的钱购买一个品牌的主要原因是由品牌在消费者大脑中的联想所决定的。消费者对一个品牌所能联想到的所有的信息能深深触动消费者的内心世界，并产生积极、美好、愉悦的心理体验，消费者就会认同、喜欢乃至爱上了这个品牌，也就自然愿意购买、更多地购买、花更多的钱购买这个品牌。为了塑造OPPO的产品的维美形象，其广告导演和演员均是来自韩国，拍摄也是按照韩国偶像剧的标准进行，使得整个TVC充满了唯美感觉，深得许多年轻消费群的喜欢。这样大手笔的电视广告投放，难怪让所有的MP3厂商和消费者惊呼：Whoareyou?，因为拥有这么强大的品牌实力和企业背景，东家应该是国外品牌或者国内企业界的大腕。而从产品设计和品牌形象来看，OPPO似乎更应该是韩系企业，因为她成功塑造了中国人见的最多的韩国偶像型品牌。

精工时尚，独具慧眼

oppo公司把触动消费者内心世界的最有力的信息称之为品牌核心价值。所以，品牌核心价值是品牌资产的主体部分，它让消费者明确、清晰地识别并记住品牌的利益点与个性，是驱动消费者认同、喜欢乃至爱上一个品牌的主要力量。因此OPPO在做工选料上，均是精工细做独辟蹊径，如市面上的多款机器，(各有特点。它们的共同之处都在于摒弃了新手上路惯用的公模造型，完全是独立设计，造型独特，别具一格。因此，OPPOMP3一上市非常抢人眼球，同型号一般都设计男女两款，明确针对情侣目标群，优秀的做工让许多消费者感到惊喜。因为在OPPO产品上找不到毛刺，找不到板材切合部位的不和谐接缝，用料也足够充分。声音效果可以说消费者对于随身听产品的最原始的要求，OPPO则充分考虑到了这点。目前有X9和X11采用了飞利浦PNX0101芯片作为解码，声音效果都让人感觉耳目一新。另外，OPPO所有产品均标配森海塞尔MX400耳机，让所有消费者均能体验到完善音质。再配上不错的附件和别具一格的包装，OPPO更显得楚楚动人。

坚定高端、细分人群

对于OPPO，价格也成为其塑造高端品牌的一个元素，以256M产品为例，三星报价在999元左右，而OPPO新品上市时，X3型号报价为980元，而最高端的X9报价甚至到了1450元。可以说OPPO的价格定位当之无愧的稳居第一阵营。

因为现在MP3的进入门槛低，在其核心技术稳定的情况下，要想在市场中争得一席之地，靠得不仅仅是质量，而是更优秀的设计，我想这就是OPPO的理念。一个同样的产品，在保证质量的同时，给出最吸引人的设计，从而在市场中独竖一帜。然而仔细分析OPPO的品牌诉求，就可以知道其目标消费群应该是喜欢时尚的年轻人，但这就出现一个矛盾，这部分人群往往缺乏购买力，他们为了时尚外观而肯多出钱的比例不会超过20%，而OPPO的这个比例明显突破了40%。

锤炼文化、沉淀品味

要让品牌有高档感和高价值感，功能型利益为主的品牌应持续一致地不断提高技术与产品使用价值，如一个品牌几款技术领先、功能人性化、外观精美，那么只能有限度地提高单单这几款产品本身的售价。如果企业不断地推出这么好的产品，久而久之品牌就具有了高档感与价值感。品牌的溢价能力就能涵盖所有产品。因为强势的广告诚然可以带来高知名度，但一个没有内涵的品牌是很难树立起高端形象的。在国产品牌普遍低端的中国MP3市场，OPPO无疑在作一种全新的尝试。但在知名度短期提升的同时，品牌形象的培育却需要更长的时间，需要企业为其持续不断地注入文化、时尚等元素，向世人展示产品的灵魂。

英文翻译：Oppo uses simple words to express that "young, fresh and international" has been born and entered the world. Since May 12, 2006, in the advertisement with the theme of "my music dream", handsome men and beautiful women meet in the subway, hide their feelings, and start a romantic Association in Miaoman music. Lyrical pop music, elegant student style costumes, plus the flying pink petals, green trees and a pair of Bi Ren, this advertisement has put on a Korean drama for us in nearly ten seconds. In the CCTV one, two, three sets of prime time broadcast, a time of massive advertising sweeping. Almost overnight, oppo's brand has become a household name. The super girl voice of Hunan Satellite TV, seen from several contests of the general election, oppo often repeats a romantic story "my music dream" in more than ten advertisements every night. I believe that hundreds of millions of Chinese eyeballs will not turn a blind eye to the story that repeats more than ten times in three hours. In addition to the TV advertisements, oppo also made a strong advertising offensive in the print media. Moreover, oppo also co organized the college singer Grand Prix with the most influential newspapers in various regions, which is obviously intended to attract the attention of college students. In addition, oppo does not neglect the network. Consumers can see oppo in Sina and other large portal websites. According to the idea of using the network to comprehensively improve the exposure rate, oppo has already succeeded in more than half. From banner advertising to news page insertion advertising, oppo uses the network like TV very well. Moreover, oppo Sina's 2005 online song leaderboard has made a great effort to attract the eyeballs of many netizens. The main reason why Korean style and aestheticism ads make consumers willing to spend more money to buy a brand is determined by the association of brands in consumers' brains. All the information consumers can associate with a brand can deeply touch the inner world of consumers, and produce positive, beautiful and pleasant psychological experience. Consumers will identify with, like and even fall in love with the brand, and will naturally be willing to buy, buy more and spend more money on the brand. In order to create the beauty image of oppo's products, its advertising directors and actors are all from South Korea, and the shooting is also carried out according to the standards of Korean idol drama, which makes the whole TVC full of aesthetic feeling, deeply loved by many young consumers. It's no wonder that all MP3 manufacturers and consumers exclaim at such a large amount of TV advertising: whoareyou? Because of such a strong brand strength and enterprise background, the owner should be a big shot of foreign brands or domestic enterprises. From the perspective of product design and brand image, oppo seems to be a Korean enterprise, because it has successfully shaped the Korean idol brand which is the most popular in China. Precision fashion, unique insight oppo company calls the most powerful information that touches the inner world of consumers as the core value of the brand. Therefore, the core value of the brand is the main part of the brand equity. It enables consumers to clearly identify and remember the interests and personality of the brand. It is the main force driving consumers to identify, like and even love a brand. Therefore, oppo has its own way in workmanship and material selection, such as many kinds of machines on the market (each with its own characteristics). Their common feature is that they have abandoned the common mold shape used by novices on the road, which is completely independent design, unique and unique. As a result, oppom3 is very eye-catching when it comes to the market. Generally, both men and women are designed for the same model, specifically aiming at the target group of lovers. Many consumers are surprised by its excellent workmanship. Because no burr can be found on oppo products, no disharmonious joint can be found on the fitting part of the plate, and the material is sufficient. The sound effect can be said to be the most original requirements of consumers for Walkman products, and oppo fully takes this into account. At present, x9 and X11 use Philips pnx0101 chip as the decoder, and the sound effect is refreshing. In addition, all oppo products are equipped with Sennheiser MX400 earphones as standard, so that all consumers can experience sound quality. With good accessories and unique packaging, oppo is even more attractive. For oppo, the price has also become an element in shaping its high-end brand. Take 256M products as an example, Samsung's price is about 999 yuan, while when oppo's new products are launched, the price of X3 model is 980 yuan, and the price of x9 at the highest end is even 1450 yuan. It can be said that oppo's price positioning is worthy of the first camp. Because the entry threshold of MP3 is low now, in the case of stable core technology, if you want to win a place in the market, it depends not only on quality, but also on better design. I think this is the concept of oppo. A same product, while ensuring the quality, gives the most attractive design, thus stands out in the market. However, if we carefully analyze oppo's brand demands, we can know that its target consumer group should be young people who like fashion, but there is a contradiction. This part of the population often lacks purchasing power. The proportion that they are willing to pay more for fashion appearance will not exceed 20%, while the proportion of oppo has obviously broken through 40%. To temper culture and precipitate taste, the brand should have a sense of high-end and high value. The brand with functional interests as the main part should continuously and consistently improve the value of technology and product use. For example, if a brand has several leading technologies, humanized functions and exquisite appearance, the price of these products alone can only be raised to a certain extent. If the enterprise continues to launch such a good product, over time the brand will have a sense of high-end and value. The premium capability of the brand can cover all products. Because strong advertising can certainly bring high popularity, but a brand without connotation is difficult to establish a high-end image. In China's MP3 market, where domestic brands are generally low-end, oppo is undoubtedly making a new attempt. But at the same time of short-term promotion of popularity, the cultivation of brand image needs a longer time. It needs enterprises to continuously inject culture, fashion and other elements to show the soul of products to the world.

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