Case Details

OPPO, the mobile phone  brand created by China’s BBK Electronics Corp Ltd (BBK), launched its second-generation foldable smartphones Find N2 & N2 Flip in December 2022.  Find N2, available only in China, was priced at more than USD700 cheaper than Samsung’s Galaxy Z Fold 4.  Market analysts predicted the global launch of OPPO’s Find N2 series would bring foldable smartphones to a much more accessible price point worldwide, and “truly take a bite out of Samsung’s market share”.  In 2022, OPPO was China’s largest smartphone brand, and ranked fourth in the world.  Following sanctions against Huawei by the US in May 2019, there was a reshuffling in the industry’s market leadership line-up.  BBK, Xiaomi and Apple all gained market share. In 2021, BBK, the parent company of Vivo, OnePlus and Realme, surpassed Samsung’s longstanding position and became  the world’s largest mobile phone company.  In  Q3 2021 OPPO merged with sister brand OnePlus in an expected market move.   At the same time, OPPO, as BBK’s flagship brand was searching for strategic options to further its product and market dominance.