OnePlus is a Chinese smartphone manufacturer founded in 2013 by Pete Lau and Carl Pei. The company’s mission was to create a phone that would deliver a premium user experience without the premium price tag. Since its inception, OnePlus has become one of the fastest-growing smartphone brands, with a loyal fan base that eagerly awaits each new product launch.

Challenge:

OnePlus faced the challenge of entering an already saturated market dominated by well-established brands like Apple and Samsung. The company needed to differentiate itself and create a unique brand identity to stand out in the crowded marketplace.

Solution:

Invite-only sales strategy

• OnePlus used an invite-only system to launch new products, creating a sense of exclusivity around the brand.
• Customers who received an invite had the opportunity to purchase the new product before it was available to the general public.
• Invites were given to early adopters, reviewers, and loyal customers, who were encouraged to share their experiences with the product, generating buzz and excitement.
• The invite-only approach created a sense of scarcity and exclusivity around OnePlus’s products, increasing demand and creating a strong desire for its products.
• By only making a limited number of products available to purchase, OnePlus was able to generate a sense of urgency among its fans.
• The invite-only strategy helped OnePlus differentiate itself in a crowded smartphone market and build a loyal fan base.
• While this approach has limitations, it proved to be a successful marketing strategy for OnePlus.

A community of loyal fans and engaging with them on social media platforms

• OnePlus focused on creating a community of loyal fans through social media platforms like Twitter, Facebook, and Instagram.
• The company used social media to share product updates, sneak peeks, and promotions, creating anticipation and excitement around new product launches.
• OnePlus engaged with customers through online forums and communities, like Reddit and XDA Developers, to gather feedback and improve its products.
• OnePlus used an invite-only sales model to create a sense of exclusivity and increase demand for its products.
• Early adopters were given the opportunity to purchase OnePlus products before they were available to the general public.
• OnePlus organized community events and meetups, bringing together fans and enthusiasts to build relationships and foster a sense of community.
• The community-building strategy allowed OnePlus to build a strong relationship with its customers and differentiate itself in a crowded smartphone market.
• By engaging with its customers and creating a sense of community, OnePlus was able to build a loyal fan base that helped to generate buzz and excitement around new product launches.

Marketing Technique co-branded products

• Co-branding is a marketing technique in which two or more well-known brands collaborate to create a new product or service.
• The goal of co-branding is to leverage the strengths of each brand to create a product that is greater than the sum of its parts.
• Companies can partner with well-known brands to tap into their established customer bases and brand recognition.
• Co-branded products are often limited edition, which creates a sense of exclusivity and urgency among customers.
• Co-branding generates buzz and interest around the product, which can help to drive sales and increase brand awareness.
• Co-branding is an effective marketing technique for companies looking to differentiate themselves in a crowded market or attract new customers who may not be familiar with their brand.
• OnePlus has used co-branding with well-known brands like Coca-Cola, Marvel, and McLaren to create unique, high-quality products that appeal to their target audience and generate buzz around their brand.
• Co-branding reinforces the brand identity of OnePlus as a company that values innovation, quality, and exclusivity.

Results:

OnePlus’s innovative marketing strategy paid off, and the company quickly gained a loyal fan base. In just six years, OnePlus became one of the top five smartphone brands in India, with a 33% market share in the premium smartphone segment.

OnePlus’s sales strategy of limited availability and exclusivity also helped to drive demand for its products. In 2018, OnePlus launched the OnePlus 6, which sold out in 10 minutes after its launch in India. The company’s most recent launch, the OnePlus 9, sold out within seconds of its release in India.

OnePlus’s collaborations with well-known brands also helped to increase brand recognition and expand its customer base. The company’s partnership with McLaren, for example, helped to position OnePlus as a brand associated with speed and performance.

Conclusion:

OnePlus’s innovative marketing strategy has helped the company to differentiate itself in a crowded marketplace and build a loyal fan base. By focusing on creating a community of fans and engaging with them on social media platforms, OnePlus has been able to generate buzz around its products and increase demand. The company’s sales strategy of limited availability and exclusivity has also helped to drive demand for its products. OnePlus’s collaborations with well-known brands have expanded its brand identity beyond just smartphones and helped to increase brand recognition. Overall, OnePlus has been successful in creating a unique brand identity and standing out in the highly competitive smartphone market.