Power Letters 2021: Ethan Xue, President, OPPO MEA

Power Letters 2021: Ethan Xue, President, OPPO MEA

Challenging. Fruitful. Inspiring.

That's how I would describe 2020 for OPPO. Nobody was prepared for a 'force majeure' like Covid-19. In addition to the distressing humanitarian impact, the commercial turmoil that it caused continues to affect the business world.

For OPPO, the pandemic forced a revitalisation of our capabilities. Unprecedented changes in the business and consumer environment called for new ways of working and upgraded skill sets. It also encouraged us to explore untapped or under-utilised potential - in local operations, global cooperation and even management competencies, in order to adapt to the new normal.

Almost overnight, we had to pivot to a digital-only reality, working with key e-commerce partners to ensure that products were readily available online to help consumers at a time when technology was all-important.

We made sure to be easily accessible through digital touchpoints so that we stayed close to our customers and staff, while prioritising their safety. High-touch events were replaced by equally engaging virtual launch events to reveal three smartphone series - Reno3, our flagship Find X2 and Reno4.

We also created online campaigns to keep our customers engaged. By facing the year's challenges head-on with a compassionate, flexible and committed approach, our market performance remained strong.

This would