Oppo became China's leading smartphone manufacturer for the first time in 2016. It beat competition such as Apple and Xiaomi, as well as its sister company Vivo, which also had a strong year. According to the data company IDC, Oppo saw a year-on-year growth of 122% over the twelve months from January to December. Meanwhile, smartphone giants Apple and Xiaomi saw a fall in sales of 23% and 36% respectively, over the same period. It has also been noted by some analysts that both Vivo and Oppo price their products well below Apple and use “aggressive advertising campaigns”, leading to predictions that they are set to become long-term major players in the market.