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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteOPPO opened its first super flagship store on Shanghai’s Huaihai Middle Road on December 24, 2017. The roughly 500-square-meter space combined smartphone sales with product demonstrations, leisure areas and brand events. It was a high-profile attempt to make OPPO’s physical retail more experiential; the Huashi Plaza store later closed, with the closure reported in January 2021.
What OPPO opened in Shanghai
OPPO described the Huaihai Middle Road location as its first global super flagship store. Some English-language accounts called it the company’s first flagship offline store, while Chinese coverage more specifically used super flagship. That is the most useful description of this particular format, not evidence of a standardized international retail category.
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The store opened at Huashi Plaza and covered about 500 square meters, according to contemporary coverage. Huaihai Middle Road is a prominent central Shanghai retail corridor, giving OPPO a conspicuous setting for a more premium presentation. The available reports identify the road and venue but do not establish a reliable street number.
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How the store was designed for experience
Reports said roughly three-fifths of the space was set aside for customer leisure rather than product display. Visitors could try devices at experience tables, sit or gather around large stone-like installations, and spend time in the store without being pushed immediately toward a purchase.
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The visual centerpiece was an approximately eight-meter whale sculpture. A mirrored ceiling was intended to create striking light and spatial effects, while the overall design concept was described in contemporary coverage as free, intimate and playful. The Paper and other Chinese outlets compared the store’s premium positioning with an Apple Store; that was a media comparison, not an official equivalence.
It remained a shop: OPPO products were displayed and sold, and staff could assist customers. But the balance differed from a conventional outlet built primarily around assisted sales. Later business coverage also described the store as a venue for product education and sharing events.
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What it sold beyond phones
Launch-period reports listed OPPO smartphones alongside products such as headphones, speakers, robots, drones and other smart gadgets. The exact assortment varied across accounts, so those categories are best understood as examples of merchandise reported around the opening, not a permanent inventory list.
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Why OPPO made the move
The opening formed part of an effort to improve OPPO’s brand image and strengthen its presence in major Chinese cities. OPPO vice president Wu Qiang was quoted by contemporary outlets describing the store as a breakthrough in brand improvement and retail-terminal upgrading. That was the company’s stated rationale, not a measured result demonstrating that the store improved sales or brand perception.
In 2017-era reporting, OPPO’s network was already described as having more than 10,000 specialty stores and about 250,000 authorized points of sale. Those are historical, media-reported figures, not current totals. Against that scale, Shanghai’s super flagship represented a change in the purpose and presentation of offline retail rather than OPPO’s entry into physical distribution.
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The approach had trade-offs. A large leisure area and prominent central-city address could create visibility and a more considered brand experience, but devoted space and attention away from direct selling. A roughly 500-square-meter concept also would be harder to reproduce across a vast dealer network than a standard shop. The available reporting does not disclose rent, construction costs, profitability or customer research, so it cannot show whether the experiment paid for itself.
The opening also promoted a new phone
OPPO tied the event to the R11s Star Screen New Year Edition. Contemporary coverage said the model debuted at the Shanghai store, with national online and offline sales beginning December 25, 2017. Actor Yang Yang appeared at the opening as a temporary “store manager” to promote it, underscoring that the launch was also a marketing event.
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What happened to the Shanghai store
The Huashi Plaza super flagship is no longer open. A January 2021 report said it closed at 10 p.m. on November 19; the report’s closure sentence did not give a year, so the date is best stated as November 19, 2020, according to contemporaneous coverage.
OPPO attributed the closure to changing business needs and said its retail network would be adjusted and upgraded. The company also pointed to new product categories, including smart televisions, as creating different requirements for physical stores. It directed customers toward nearby experience stores and service centers. The closure therefore does not show that OPPO abandoned offline retail; the cited account described a reorganization of its retail resources.
Where to find OPPO in China now
The original Shanghai super flagship should be treated as a historical location, not a current shopping destination. For current China-market purchasing, OPPO lists products through its official online store. To check for present-day Shanghai experience stores or authorized locations, use OPPO’s official offline-store locator; store availability can change.
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