Shulou(Shulou.com)12/24 Report--

On December 5, 2023, one plus officially launched the 10-year flagship one plus 12 mobile phones. As one plus ten years and one plus 12, we adhere to the concept of "product power first", bringing about a number of pioneering technologies in leading industries. The one plus 12 global debut features a medical-grade eye care solution and a 2K Oriental screen with the industry's first 4500nit peak brightness, a "new generation hyperlight shadow imaging system", and a top combination of the third generation Snapdragon 8 mobile platform + LPDDR5X+UFS 4.0.

One plus 12 also has top performance tuning based on ColorOS supercomputing platform, aerospace heat dissipation system Pro, 5400mAh+100W flash charge + 50W wireless range king combination, bionic vibration induction motor Turbo, and super signal engineering with full coverage of top communication experience. At the press conference, one plus simultaneously released three products: one plus light luxury backpack, one plus wireless flash charger and one plus 12 full package protection case. Li Jie, president of one plus China, said: "one plus 12 achieves the extreme experience of all users' high-frequency use scenes, and the product exceeds all the flagship Pro versions of Snapdragon 8Gen3. It really realizes one part, that is, all, and is the best gift for users on the 10th anniversary of one plus one."

In addition to the one plus 12 masterpiece, one plus also held a 10th anniversary night chat event on December 4 to think about the past, present and future of one plus. After the one plus 12 press conference, Li Jie, president of one plus China, was interviewed by CTOnews.com and other media to answer outside concerns and users' questions.

When talking about the one plus 12 product, Li Jie has a deep feeling. The launch of one plus 12 mainly focuses on product power and technological innovation, rather than profit. He pointed out that the company has invested a lot of technology and money in one plus 12, and hopes that users can feel the power of the product and the sincerity of the company. Yijia's route is to create explosive products, choose to make fewer but more high-quality products, and focus its competitiveness on product strength and technology. The company has carried out a large number of internal technical self-research, including in design, imaging, performance, battery life and signal and other aspects have made remarkable progress. The in-depth cooperation with industrial chain partners is also a continuation of the company's strategy, including cooperation with Qualcomm, BOE, BOE and other partners.

Li Jie made it clear that the company's goal is not to pursue short-term profits, but to attract more users through better products. He stressed that one plus will continue to adhere to this strategy, with product power and technological innovation to impress users. In the future, we may continue to focus on product power and technological innovation to cope with market competition and attract more users. Disruptive innovations in the mobile phone industry may occur in more advanced technologies, new materials, sustainable development, or innovations in user experience and functionality.

"one plus 12" is the most different from other mobile phone manufacturers' products this time. Li Jie said that this is a choice in the product strategy of OnePlus, which is different from other mobile phone manufacturers who choose to launch products with two different configurations, Pro and standard version. Yijia believes that the main sales of the current mobile phone market are focused on standard products. Therefore, decided to focus on the launch of a product, put all the resources and energy into this product, in order to achieve the "one part is all" concept. This strategy enables the company to focus more on product power and technological innovation and provide a better user experience.

Li Jie stressed that Yiga has done a lot of experience innovation on a mobile phone, including motor vibration adaptation, super signal engineering, Rain Water touch upgrade, game functions and so on, in order to meet the actual needs of users. Yiga has set up a joint project team with partner Qualcomm exclusively to invest a lot of resources in performance and technology optimization, involving touch control, CPU and memory scheduling. One plus 12 performs well in terms of overall performance, appearance, texture, quality, image shooting experience, range ability, signal ability and so on. The company hopes to break the tradition, establish a good reputation and attract more users through such products. This strategic goal is to attract more users through the positive cycle, that is, to attract more users through word-of-mouth, so as to obtain more resources for technology input, focus on product power, and provide more innovative experience. In general, "one is all" embodies a unique choice in product strategy, which aims to break the traditional way of product release by focusing and focusing on a product to provide a better user experience.

On the hot issue of large models this year, Li Jie said that the decision on whether to use large model technology in products is mainly based on how different experiences and values the technology can bring to users. Although he did not disclose a specific timetable, Li Jie predicted that there would be some innovative experiences based on large models in one plus future products. He encouraged everyone to look forward to future products and hinted that one plus would invest in this area. Yijia's idea emphasizes the attention to the actual effect of technology application and user experience, rather than just following hot spots or pursuing technology itself. He stressed the in-depth thinking about the different experiences and values brought by technology, which will be the direction of product development in the future. The application of large model technology does not simply follow the trend, but focuses on how technology can really provide users with meaningful experience and value. This concept of focusing on practical results and user experience will guide the application of large model technology in future products.

Li Jie further explained the one plus one-year flagship product release strategy, saying that the iteration of technology, including the update of chips, screens and other technologies, is difficult to make significant innovation changes within half a year. This is determined by the law of the industrial chain, so launching products in a half-year cycle is unlikely to have a major technological upgrade. If you can launch a good product at the end of the year or the beginning of the year, why upgrade it in the middle of the year? Yiga hopes to achieve the best through each product, through a comprehensive communication, so that users feel the overall upgrade of the product. The one plus strategy is to make every product popular, not just to launch products for the sake of iteration. This also means that they have very high requirements for each product, and they must ensure that the overall quality and experience of the product meet the expectations of users. Such a strategy is also a challenge to itself, because it is a challenge for the team to make sure that every product is done very well.

On the future, Li Jie said that on the ninth anniversary of last year, one plus announced its goal for the next three years, that is, to become the first in the online market of more than 2000 yuan. This goal has not changed, and Yiga is making steady progress in accordance with this goal. He mentioned a series of clear strategies and specific paths. With regard to the comparison between the sales of the Ace series and the red rice K series, Li Jie said that the new Ace series accounted for 57% of the total sales this year, up from 11% last year. In particular, he stressed that this figure includes all online and offline sales. These data verify that the one plus overall strategy and thinking is correct, and they will firmly continue to implement. Li Jie believes that the final sales is a result, and the support of this result comes from the quality of the product, the level of technology and whether the pricing is superior to the competitors. He stressed that if the product performs well in all aspects, it is entirely possible to achieve the goal. Therefore, Canada will continue to strive to maintain the competitiveness of its products and adhere to its own strategies and ideas.

His judgment on the mobile phone market in 2024 mainly focuses on the following points: first, the mobile phone market is a fully competitive and mature industry, and the overall annual sales trend is unlikely to increase or decline significantly. He believes that the characteristics of the mobile phone market are relatively stable. The next plus will continue to focus on products and strive to provide better products in order to win the recognition of users and attract more users. He especially emphasizes the actual experience of technology input and product functions, and believes that the future industry trend will mainly focus on the in-depth research and development of technology and the practicality of functions. It is predicted that the future competition will focus more on the investment of technology and the improvement of product experience. He mentioned that even seemingly simple functions, such as the vibration adaptation of the motor, require a lot of manpower to develop and optimize. Therefore, he believes that the in-depth research and development of technology and the polishing of product experience will be the key competitive factors in the future mobile phone market.

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