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With Huawei facing hurdles in Europe, Chinese smartphone brand Oppo eyes expansion

  • Oppo’s Europe sales grew 41 per cent year-on-year in the second quarter of this year
  • The region is key to Oppo’s plans to enter the high-end smartphone segment, says Maggie Xue, president of its western Europe business

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Oppo’s Find X2 Pro is its most expensive phone yet. Photo: DPA
Celia Chen
With Huawei Technologies facing declining sales in Europe, fellow Chinese smartphone maker Oppo is stepping up efforts to expand in the region.

“The European market is definitely key to Oppo entering the high-end segment and its international plans,” Oppo’s western Europe president Maggie Xue said in an interview with the Post last week.

“We have ambitious but achievable goals for Oppo’s development in western Europe, and hope to become a brand that local consumers love and trust in three to five years,” she added, while declining to disclose the specific goals.

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Chinese smartphone vendors accounted for 35 per cent of the Europe market in the second quarter, according to research firm Counterpoint. Of these, Huawei had the largest share of the market – 16 per cent – while Oppo, a newer entrant, only had 3 per cent.

However, Xiaomi and Oppo saw their Europe sales grow 55 per cent and 41 per cent respectively as they filled the void created by Huawei’s 46 per cent decline in year-on-year sales in the quarter, Counterpoint data showed.

“With their attractive specs at affordable prices, [Xiaomi and Oppo] managed to woo some potential Huawei users to gain share at its expense,” said Abhilash Kumar, research analyst at Counterpoint in a report.

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