Oppo plans aggressive premium strategy in Europe to challenge Apple and Samsung
Oppo's European CEO says local consumers want a third premium smartphone option as sales decline across the sector in late 2026.
Market conditions drive new strategy
Recent data from Counterpoint Research shows Q3 2026 marked the lowest smartphone sales quarter in 14 years. Challenger brands including Oppo, Xiaomi and Vivo all saw their market share fall compared to the same period in 2025. Rising component costs have hurt budget and mid-range tiers while consumers now hold devices longer.
Oppo targets premium segment growth
Elvis Zhou, CEO of Oppo Europe, stated that the European premium market is currently dominated by two brands. He believes local consumers would be interested in a third good option to fill the gap. The company plans an aggressive premiumization strategy to narrow its sales distance from Apple and Samsung.
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