Oppo, one of the major smartphone manufacturer, had earlier announced that the company has partnered with the Wimbledon Tennis Championship. This makes it the only partners from the smartphone industry as well as the only brand from Asia.
This partnership seems to be a part of the company’s strategy to reach a wider set of audience globally. This makes sense given that the company is currently the fifth largest smartphone manufacturer globally but it’s mostly known in the Asian market.
According to the latest report which cites an Oppo insider, the company is planning to reduce its reliance on the celebrity endorsements and will instead shift its marketing focus towards large-scale sporting events. This seems to be the company strategy for increasing its brand recall value.
However, this does not mean that the company will totally scrap the strategy of celebrity endorsements for its products. It will continue the practice of celebrity endorsement for the select Asian market where it is required.
Earlier, Shen Yi, Vice President of Oppo and President of Oppo China Business Department had said that Wimbledon is working with Wisdom on a global strategy based on the internationalization and operation of the company’s brand and added the signing of Wimbledon is based on the co-operation of global brand level.
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According to report released by IDC for the year 2018, Oppo recorded global mobile phone shipments at around 113 million units, with a market share of 8.1 percent, ranking fifth in the world. In the Chinese smartphone market, the company’s shipments totaled 78.9 million units, with a market share of 19.8 percent.
(Via)
