How OnePlus Went from Zero to $200 Million in a Year

In the hyper-competitive world of smartphones, OnePlus emerged as a global disruptor. The story of its beginnings, led by Carl Pei, offers a masterclass in identifying opportunities and making bold moves. From scrappy beginnings to achieving $200 million in revenue within a year, the OnePlus journey is a testament to thinking differently.

Carl Pei, CEO, Nothing

Photo: OnePlus / Wired

The Birth of OnePlus: Aiming for Online Innovation

Carl Pei was part of the founding team of OnePlus, a venture started by OPPO, one of China’s largest smartphone companies. The original goal was to compete with Xiaomi, the pioneer in selling smartphones online directly to consumers. While Xiaomi dominated the Chinese market, Carl saw a massive, untapped opportunity: international markets.

"Nobody's doing international," Carl realized. With this insight, he pivoted OnePlus’s focus outward, stepping into territories other brands overlooked.

Building a Team from Scratch: A Unique Start

Starting out, Carl didn’t have a traditional tech team at his disposal. Instead, he recruited English teachers to form the foundation of his team. Though unconventional, this approach worked. The team’s agility and enthusiasm helped OnePlus carve out its identity, especially as they ventured into global markets.

This scrappy start mirrors stories of startups like Airbnb, whose founders sold cereal boxes to fund their vision. It’s a reminder that resourcefulness often outweighs having the "perfect" team or resources.

Breaking Expectations: Global Success

In just one year, OnePlus achieved $200 million in global revenue, doubling the $100 million generated by its China-focused counterpart. The results were clear—while the Chinese market was significant, the real growth lay in the international arena.

This success led to a shift in the company’s strategy, with a renewed focus on global markets. OnePlus started building its reputation as the "flagship killer," offering premium smartphones at a fraction of the price of competitors like Apple and Samsung.

Lessons for Entrepreneurs

The OnePlus journey holds valuable lessons for entrepreneurs:

1. Look Where Others Aren’t: Carl’s decision to go international while others focused on China opened up untapped opportunities.

2. Work with What You Have: Recruiting English teachers might not seem like the perfect strategy, but their drive and adaptability made the difference.

3. Prove the Potential: By outperforming the China team, Carl demonstrated the viability of his approach, earning the company’s full commitment to international markets.

4. Focus on Value: OnePlus’s early success was rooted in providing high-quality products at an accessible price point.

From Humble Beginnings to a Global Powerhouse

OnePlus’s journey from a fledgling startup to a global smartphone brand underscores the power of thinking differently and taking calculated risks. By seizing overlooked opportunities and breaking the mold, Carl Pei and his team proved that even in the most saturated markets, there’s room for innovation.

For entrepreneurs, the OnePlus story is a reminder: when you see a gap, run toward it—and don’t be afraid to do things your way.

Watch Carl Pei:

Source: The Coolest Smartphone Startup in Tech Scene 2024 | Nothing, Carl Pei