Rethinking the smartphone supply chain: Oppo/Vivo’s big bet
In this industry note, we explore recent changes in the smartphone market in China, which accounted for roughly one-third of worldwide mobile sales in 2016. International smartphone brands such as Apple and Samsung dominated China’s smartphone market in its early stages. Then, Xiaomi and Huawei, two Chinese brands, changed the story. In 2015, Xiaomi and Huawei were ranked No. 1 and No. 2, leaving Apple in third position and even squeezing Samsung out of the top 5. Just one year later, OPPO and VIVO (OV), two unfamiliar brands that had nevertheless been cultivating the market for years, overturned the ranking again. OV occupied the No. 1 and No. 3 positions in 2016, pushing Apple to fourth place. Samsung’s market share shrank even further. With the variety of players came a range of supply chain integration strategies and distribution channel models that raised interesting questions about the inherent risks and rewards and how they would affect this changing market going forward.
- Given the diverse players and supply chain and marketing strategies in a fragmented market, how will the China smartphone market unfold?
- OV’s competence in distribution channels and marketing gave huge growth in 2016; it also gave cause for concern. How sustainable is the strategy, and can OV justify their increased production capacity?
- Can OV imitate Lenovo’s successful market penetration by targeting low tier cities and rural areas, or will the direct distribution model of competitors prevail?
Consumer Goods, Consumer Electronics, Consumer Goods, Mobile Phones
2010-2016
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications

Corporate governance reform is essential if ESG goals are to succeed. Restoring the currency of trust is key to stakeholder capitalism.

Audemars Piguet CEO Ilaria Resta leads with circular leadership—blending tradition, innovation, and empathy to reshape the future of Swiss luxury.

In the Building vs Buying Talent debate, internal growth reduces CEO risk—if leadership development and succession planning are aligned. Ric Roi shares how.

Gen Z is often drawn to the dynamic nature of purpose-filled startups in career terms. Test your knowledge of the cohort here – and read on to see how established companies can compete for Gen Z talent. Gen Z is often drawn to the dynamic nature o...

Business schools must champion values-led leadership as companies retreat from DEI. Now’s the time to stand firm and lead by example, says David Bach.

Despite policy and market headwinds, the clean energy transition is accelerating. Here are five key insights business leaders need to know in 2025.

Regional developers have tried and failed to emulate Silicon Valley’s VC-driven model for innovation. Detroit Entrepreneurship is following an alternative route.

Understanding the 4 types of responsible leader helps you blend styles, avoid pitfalls, and meet challenges while managing stakeholder expectations effectively.

CFOs must drive a financially disciplined way to manage environmental and climate risk amid growing push back against sustainability efforts.

Most senior leaders struggle with the decision to step down, often holding on long after their optimal departure date. Take this quiz to find out if you’re really ready – and read on for tips on managing the psychological transition. Most senior l...
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications