Oppo outlined plans to boost investment in Europe significantly over the next three years, as it seeks to strengthen its position in the premium smartphone market and rival Apple and Samsung in the region.

During a press briefing in London, Oppo Europe CEO Elvis Zhou (pictured) revealed it plans to increase investment by 30% year-on-year up to 2029, however it did not provide a figure on how much it invested in 2025. It has also not publicly disclosed previous investment figures for its European operations.

Zhou was clear on a renewed commitment to Europe, adding it aims to focus on the UK, France, Germany, Italy and Spain as its main markets.

Referring to competitors, Zhou said: “We are not here to say we will replace one of these established brands. No, we are here to offer a differentiated third option.” While acknowledging rivals’ advantages in brand awareness and retail distribution, he explained that capturing between 5% and 10% of Europe’s premium smartphone market was “totally feasible” for Oppo.

He said the vendor is targeting younger consumers, particularly those aged 18 to 35, by putting a spotlight on camera performance, battery life and AI features rather than competing primarily on price. A market survey by Oppo showed that more than 40% of young people weighed AI tools as a deciding factor when purchasing devices.

In Zhou’s view, “Oppo is not a brand shy of investment… not because we have more money; it’s because we know which kind of segment of the clients we want to target, and what kind of products can really meet their demands”.

He added the company also aims to double sales of its high-end Find flagship series in 2027 compared with 2026. According to Omdia figures, more than half of Oppo devices sold in the UK during the first half of 2026 were Find series models. The series’ share of Oppo’s European sales also increased fourfold in 2026 compared with last year, “showing the growing contribution of our premium products to our European business”.

His comments came as Oppo prepares for the global launch of its latest Find X10 and Find X10 Pro Max smartphone models on Tuesday (21 October).

Firm stand
Despite Zhou’s bullish outlook, the broader challenge is persuading consumers to pay more as replacement cycles lengthen. He noted Oppo does not intend to compete by offering cheaper devices.

“If we want to have a firm stand here in the European market, it’s not because we are affordable; it’s because we can offer a differentiated and good product experience,” he said, adding: “Our positioning regarding the European market is clear cut. This is a high-end premium market.”

However, the chief cautioned against expecting rapid gains, stating the company would prioritise steady growth. “We will not resort to short-term discount just to increase the sales volume,” he said. “We might not achieve a lot of short-term successes like impressive market share … but you will see our pace here. It will be really stable.”

Oppo operates across more than 20 countries in Europe and is expanding into the Nordics, Poland and Romania, with Spain currently its largest market in the region. Globally, the vendor claimed it ranked among the four largest smartphone vendors by shipments in the first half of 2026, adding the share of its global shipment value generated overseas exceeded 60%.

The Chinese vendor’s latest push in the continent follows a period of disruption after a 2022 patent dispute with Nokia led to a suspension of its sales in Germany. Subsequently in 2023, Oppo reaffirmed its long-term European ambitions despite the loss of its exclusive distributor in France, Yang Technology SAS, and the continued absence of its products from the German market.

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