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    OnePlus ‘ahead’ of target, hopes to make it big offline

    Synopsis

    Vikas Agarwal, general manager at OnePlus India, said the next phase of growth will be driven by the offline channel expansion, which started in the third quarter. OnePlus currently has 2,000 offline touchpoints largely through large format retail stores through its partnership with 10 retail chains and own exclusive experience store.

    Agencies
    “We are looking to have company-owned 30 stores soon, up from 20 currently," Agarwal said.
    NEW DELHI: Chinese smartphone maker OnePlus expects around a third of its sales in 2020 to come from brick-and-mortar stores, as it doubles down on the offline segment to build on its strong online-based growth so far, a top India executive said. “We are ahead of our sales target this year compared to last year. Now, the focus is on a lot of extending offline and service centres,” Vikas Agarwal, general manager at OnePlus India, told ET. “We are now among the top five brands in terms of revenue share, and contribute 4% of the overall industry’s value.”

    He did not share the sales target for 2019. As per Counterpoint, OnePlus with 35% share was followed by Samsung at 23% and Apple at 22% in the premium, or over Rs 30,000, segment in the third quarter.

    Agarwal said the next phase of growth will be driven by the offline channel expansion, which started in the third quarter. OnePlus currently has 2,000 offline touchpoints largely through large format retail stores through its partnership with 10 retail chains and own exclusive experience store.

    “We are looking to have company-owned 30 stores soon, up from 20 currently. We aim to open 100 exclusive stores… offline is a new opportunity for us,” Agarwal said, adding that the brand will have 5,000 offline touchpoints before 2020 calendar yearend in 50 cities.

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