OPPO is back on the global stage—and this time, it’s serious about taking on Apple and Samsung in the premium smartphone market. The Chinese tech giant officially launched its Find X8 and Find X8 Pro in Bali, Indonesia on Thursday, marking the return of the highly anticipated Find X series to international markets after a two-year hiatus. For OPPO, this isn’t just a new phone release; it’s a bold step in its broader push to expand globally and compete head-to-head with the biggest names in mobile.
If you’ve been following the smartphone landscape, you know that competition in the premium segment is fierce. Apple and Samsung have long dominated, with Honor, Xiaomi and Huawei rising to the challenge- but OPPO, now the world’s fourth-largest smartphone maker by shipments according to IDC, is not backing down. The company is doubling down on its international efforts, and the Find X8 series is at the heart of this new strategy.
A Global Play in the Premium Market
OPPO’s move to reintroduce the Find X series globally comes at a critical time. The company’s domestic market in China has become increasingly competitive, especially with Huawei’s resurgence and other Chinese brands, like Xiaomi and Vivo, rapidly growing their global footprint. OPPO, which currently ships about 60% of its devices overseas, recognizes that to keep its momentum, it must take on the premium market outside China.
That’s exactly what the Find X8 series is designed to do. It’s no longer just about mid-range devices or flashy foldables (which OPPO has also invested heavily in). With the Find X8, OPPO is going straight for the high-end, premium segment that Apple and Samsung dominate. And based on the specs and features, it’s clear OPPO means business.
Elvis Zhou, OPPO’s overseas chief marketing officer, put it plainly: “Branding and retail networks are at the core of overseas competition for flagship products.” Zhou is confident that the company’s work in strengthening its international brand and distribution channels over the past couple of years will pay off. “We’ve made substantial progress in the past two years, and we believe the Find X8 will be a success,” he said to the South China Morning Post
Hasselblad and AI
If you’re wondering what makes the Find X8 stand out in such a crowded market, it starts with the cameras. OPPO has teamed up with Hasselblad, the legendary Swedish camera maker, to elevate the smartphone’s photography experience. The Find X8 Pro features a stunning 50MP main camera that promises exceptional detail and color accuracy, thanks to Hasselblad’s natural color calibration. For photography enthusiasts, this is a big deal—OPPO has delivered one of the most advanced mobile camera systems in the market.
But it’s not just about hardware. OPPO is pushing its AI photography capabilities to the next level. New features like reflections removal (perfect for snapping photos in front of windows without getting unwanted glare) and object erasure(which lets you quickly delete photobombers or distractions from your images) are powered by AI, making it easier than ever to get perfect shots on the go.
The Gemini AI model is another highlight. It powers the “Circle to Search” feature, which allows users to circle a text or image in their photos and instantly search for it on the web via Google’s AI-driven search. It’s a great example of how OPPO is integrating cutting-edge AI into its devices to create smarter, more intuitive experiences.
Local Understanding, Global Reach
One of the key elements of OPPO’s global strategy is its focus on “glocalization”—a mix of global resources and local insight. Zhou explained that understanding the unique needs of different regions is crucial to the brand’s overseas success. This approach is more than just tailoring products for specific markets; it’s about creating an experience that resonates with local consumers.
“We need to understand the demand of local users globally to drive our products and services,” Zhou said, pointing out that OPPO has already made significant strides in refining its approach. The company has been steadily improving its retail networks and marketing strategies to ensure it connects with customers in diverse regions, from Southeast Asia to Europe.
As for the competition, OPPO’s awareness of its rivals’ strengths is clear. Apple and Samsung have established ecosystems that keep users loyal. But OPPO is looking to carve out its own niche by offering a premium experience at a potentially more competitive price point. With the Find X8 series, OPPO isn’t just offering a smartphone; it’s positioning itself as a true challenger in the premium space.
Unfortunately for us South African’s, we won’t be a part of this global release. OPPO South Africa has confirmed to Geekhub – The Find X8 will not be arriving on our shores, which is an absolute pity. I guess Apple and Samsung will continue to rule the local premium smartphone market for now.
