Chinese smartphone brand Oppo has bolstered its global sales and global marketing business units as it seeks to leverage growing momentum in Asia's emerging markets. 

The company has named Brian Shen as VP and President of global marketing, and promoted Alen Wu to take on the role as vice president and president of global sales.

The appointments come as Oppo looks to run its business with a global vision of ‘One Market, One OPPO’. Shen was previously Vice-President and President of China and spearheaded a wide range of innovative marketing campaigns, including several worldwide brand collaborations, while Wu was Vice President and President of international business.

The increased popularity of Chinese brands such as Oppo, Vivo and Xiaomi follows a drive into Asia's emerging markets, where the brands have paired aggressive marketing tactics with innovative handsets at attractive price points. It also comes at a time when Huawei Technologies, the largest smartphone vendor in China and the world’s second-largest, faces challenges amid an escalating trade war between the US and China.

According to industry research agency Canalys, Chinese smartphone brands have turned to Southeast Asia for expansion, capturing 62% of the region’s 30.7 million total handset shipments in the second quarter, up from 50% in the same quarter last year.

According to IHS Markit, the strategy is working: Samsung, Huawei, and Oppo occupied the top three positions during the quarter, while Apple trails in fourth. Xiaomi took the fifth spot.  Oppo shipments jumped 13% to 36.2 million units.  Apple’s iPhone shipments, meanwhile, dropped 14.6% to 35.3 million units. Xiaomi shipped 31.9 million units during the quarter for a 10% market share.

Oppo, Vivo and Xiaomi have already captured more than two-thirds of market share by shipments in China and India, two of the world’s largest smartphone markets. In India, Oppo is the official smartphone partner of the ICC Cricket World Cup and sponsor of Team India.

EJ Insights reported that Oppo plans to establish a foothold in Hong Kong, and is currently in discussion with mobile phone operators and retail chain stores. The brand is expected to officially launch in the market in October at the earliest, a natural move for the brand since it has been in the Taiwan market for years.

Sourced from Marketing Interactive, EJ Insights, South China Morning Post, Mobile Marketing Magazine