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Son Tung reunites with Oppo. |
On July 1, Oppo launched its flagship Reno14 phone line. The launch event also received attention when Son Tung M-TP appeared. The male singer and the mobile brand have collaborated for many years, since he first debuted to the public. However, this relationship has been interrupted for more than 3 years.
At the same time, Oppo changed its business strategy in Vietnam. The company sought many new faces to accompany the main Reno line. However, business results have not been breakthrough. According to media experts and distributors, the reunion with Son Tung M-TP is a boost that can help Oppo get back on track, when Samsung is weakening and Chinese competitors are rushing.
Oppo “stands still”
According to a report by market research firm Counterpoint Research , Oppo's market share in Vietnam in the first quarter of 2021 was 21%. In the same year, the company launched the Reno7, a product celebrating 10 years of cooperation with Son Tung. During this period, they were far behind Samsung, but kept a safe distance from the competitors behind. Oppo firmly established its position as the number two mobile company in Vietnam.
In the latest updated data for the first quarter of 2025, which includes the biggest shopping season of the year, the brand has dropped to 17%. There have been some quarters of breakthrough growth in the past 3 years, but its market share has remained at 15-18%. During the same period, Samsung lost its position, but Oppo failed to "take advantage" of its main rival's decline. Xiaomi benefited from its continuous growth, surpassing Oppo and Apple to take the second position in Vietnam, according to reports from IDC and Canalys.
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Vietnam mobile market share in the first quarter. Photo: Counterpoint Research. |
On the other hand, before that, domestic users still had "prejudice" against Oppo, when the company only focused on fashionable phones, photography, and low configuration.
From 2022, Oppo is looking to target a higher segment. The main Reno line has to share the "playground" with flagship devices. In addition to Find X, the company also brought back the Fold and Flip folding models. In its communication campaigns, Oppo has gradually changed its positioning, wanting users to see the company as a brand with core technology, investing heavily in research and product development.
The company's bright spot is still the Reno line, which has maintained good sales thanks to its investment in well-planned communication strategies and many newly updated technologies. However, the A-series products, which contribute the main sales, do not have an advantage over Samsung's Redmi and A series.
"Oppo is not going down, but it is difficult for them to make a breakthrough when the mobile market has stagnated in recent years. In general, they are a durable brand with a loyal user base, with few fluctuations," Huy Nguyen, a technology communications and advertising expert, told Tri Thuc - ZNews.
The value of Son Tung
Son Tung and Oppo have been collaborating for nearly 10 years, from 2013 with the low-cost Neo to F and Reno series. The phone company and the singer are closely linked, helping to attract young users. However, cost is a factor that has a significant impact on communication campaigns.
"Compared to 10 years ago, Son Tung's level of popularity and influence has changed a lot. With a male singer representing him, each product has to bear several hundred thousand dong in additional costs. Representation or companionship contracts like this are very expensive, usually around several tens of billions of dong," Mr. HL, Director of the media system, multi-channel network, shared his opinion.
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Oppo Reno14. |
This assertion is not without basis. The lawsuit between Son Tung's company and the metaverse platform USM (Raca) in 2024 revealed a fee of up to 24 billion VND .
According to Mr. L., Oppo chose this time to reunite with Son Tung because they are willing to invest and see the market's recovery momentum.
Speaking with Tri Thuc - ZNews, Mr. Minh Khue, media representative of Viettel Store chain, said that Oppo has a smart promotion and sales strategy for Reno14 series, in a period of fierce competition. According to CellphoneS system, the number of early orders for the above model exceeded their expectations and preparations, proving the attraction of Son Tung.
Oppo's new line of phones has an iPhone-like design, a smooth operating system, and is equipped with many AI functions.
However, the situation in this segment is still unpredictable. Samsung also invested heavily in communications by hiring HIEUTHUHAI to represent the A series. Xiaomi has a strong position in configuration, gradually converting low-segment customers to the more expensive 14/15T series. In addition, the iPhone 13/14, which has been discounted to this price range, is also a big competitor to Android products.
Source: https://znews.vn/tai-hop-son-tung-hao-quang-co-quay-lai-voi-oppo-post1565515.html
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