Exploring the unique aesthetics of OPPO's largest store in China
1:52 PM EST, November 22, 2023
Recently, I had a chance to visit Guangzhou, a bustling city of 15 million in southeastern China. I was invited by OPPO, a prominent smartphone brand, to visit their largest showroom. What I saw was unexpected.
The OPPO store, situated in one of Guangzhou's shopping galleries, appears similar to western premium salons at first glance. Minimalistic decor, bright walls, wooden tables showcasing a variety of electronics, and a generous amount of open space.
As you explore further, an unusual feature is sure to catch your eye. It's hard to miss a section of the store designed to emulate a serene garden scene – complete with plants, a bench, two studio lamps, and a large mirror.
Why are there plants in a high-end electronics showroom? Interestingly, the OPPO representative explained that this section serves as a demo area where customers can assess how they might look using the phone outdoors. Customers are encouraged to sit, take a few pictures using their chosen phone, and ask for friends' feedback.
While this may not make sense in a western context, it aligns well with Chinese shopping preferences. For Chinese consumers, appearances play a key role, sometimes more so than minimalism and functionality.
The aesthetics extend to smartphone accessories too. Clear evidence of this is the presence of noticeably elaborate phone cases. They sport vibrant colors, eclectic materials, and a mix of textures. This preference for dramatic visual appeal extends to adding figurines and mascots to the smartphones too. A notable example is OPPO's mascot, Ollie.
In a similar vein, it's not uncommon to find an embellished iPhone while walking down the streets of major Chinese cities.
Interestingly, this enthusiasm for extravagant aesthetics isn't reflected in the smartwatch market. During my visit, I didn't spot a single unconventional watch strap in the OPPO showroom or elsewhere.
