Samsung pulls out and promotes the Chinese market


After the text/Zhang Xiaowang S10 series and the note10 series models were exposed to fingerprint safety hazards, Samsung was once again pushed to the public opinion boom.According to Zinc Finance, on October 17, a British media reported that Samsung’s ultrasonic fingerprint identification carried on the Galaxy S10 mobile phone launched this year has security holes.The reason is that a user in the UK has unintentionally discovered that the silicone protective case purchased by himself has been placed on the screen of the Galaxy S10 mobile phone, which can be successfully unlocked using a fingerprint that has not been logged in.Soon after, some Korean consumers reported to Samsung mobile phone after-sales service that the new Galaxy Note 10 mobile phone purchased two months ago also had related problems.Specific to the domestic market, although it is currently impossible to determine whether this vulnerability will involve fingerprint payment, for the sake of conservatism, the Bank of China has now closed the Samsung mobile phone and the fingerprint payment function of a platform. Alipay and WeChat also keep pace..In response, Samsung Electronics subsequently issued an official statement acknowledging that there is a security hole in the fingerprint identification program. At the same time, it explained that this is not a machine defect but a software problem, which can be improved through software updates, and that it will launch related fixes next week.Samsung official statement However, the fact is that the patch can be repaired, but in the fast-paced, highly competitive mobile phone industry, the market that Samsung lost may no longer be able to win.Among them, the Chinese market is the most.In recent years, as the “explosive door” and other events have been exposed one after another, coupled with the rise of the domestic Android mobile phone camp, Samsung mobile phone market share in China has been extremely compressed, showing a cliff-like decline.Market research company Strategy Analytics previously reported that Samsung Electronics shipped only 700,000 smartphones in China in the second quarter, with a domestic market share of only 0.7%. This is also the domestic market after the rebound in the first quarter of 2019.The share fell below 1% again.It is possible to lay down the country in the early stage of the mobile phone industry, but it can’t keep up with the Chinese market that has been working hard for many years. The situation of Samsung today is inevitably embarrassing.It should be noted that in 2013, Samsung also sat in the position of “the boss” of the Chinese smartphone market with a market share of 18.7%. However, today, Samsung mobile phones face the dilemma of no one in the domestic market, and will retreat to the Chinese market and may becomeThe ending of this former “leading”.The decline of the domestic brand Daweiwei Samsung mobile phone market in China began in 2013. This year, it was also the beginning of domestic brands to open up the land and seize market share.The rapid rise of domestic mobile phone brands such as Lenovo, Coolpad, Huawei, Xiaomi, vivo and OPPO has also ushered in the era of “hundred schools of contention”.Lenovo is one of the first domestic manufacturers to enter the smartphone market.In April 2010, Lenovo executives placed high hopes on Lephone, and the company’s soul, Liu Chuanzhi, personally stood for this product.From 2011 to 2013, Lenovo’s mobile phone sales climbed all the way, and its market share rose from 4.1% in 2011 to 11.9% in 2013, becoming the second-largest Chinese smartphone brand after Samsung.In 2011, Xiaomi, who used the Internet thinking to make mobile phones, turned out to be a “Grey Rice 2S” and quickly gathered a large number of loyal “rice noodles”, which made a bloody road in the domestic market with super high cost performance.In 2013, Xiaomi sold a total of 18.7 million mobile phones, accounting for 5.3% of the market share of Chinese smartphones.In 2012, Huawei, which relied on telecommunications equipment, decided to enter the consumer retail market as the next strategic-grade product. Then, on December 26, 2013, the glory brand was officially independent, releasing two glory 3C and glory 3X models.The style of the model, Huawei and glory dual brand strategy has gradually become clear.At the same time, the OPPO and vivo of “Study out the same door” rely on ubiquitous offline marketing to quickly open the market in the third, fourth and fifth tier cities. In recent years, it has become a younger brand strategy.A force that cannot be ignored in the domestic mobile phone market.OPPO, vivo sinking market expansion Domestic brands have risen and further eroded market share, while Apple has also blossomed in the Chinese market, but it seems that Samsung did not notice the crisis.Counting the current mobile phone brand, Xiaomi’s ultimate price/performance ratio, OV’s market sinking, Huawei’s dual-brand strategy, iPhone’s high-end positioning, etc., are all secret weapons to open up the market. In contrast, Samsung has never developed itsThe core competitiveness of the Chinese market.”Since the Samsung mobile phone has always liked to show the image of high-end business, there is a lack of presence in the low-end smartphone market. With the rise of these local mobile phone brands, Samsung mobile phones do not have mobile phones such as millet, vivo, OPPO in the low-end market.The brand’s cost-effective advantage, and the main high-end market has been impacted by the latecomer Huawei, Samsung has slowly lost its competitive advantage in all price products.” Previously, senior analysts in the communications industry said so.In addition, in 2016, Samsung’s flagship mobile phone Galaxy Note7’s “explosive door” incident, even Samsung’s brand image plummeted, and has not slowed down.Shut down the Chinese factory on October 2, according to Reuters, Samsung Electronics said that the company has stopped producing mobile phone products in China, which means that Samsung’s last factory in Huizhou, Guangdong, has also been shut down, Samsung “exited”The signals in the Chinese market are getting stronger and stronger.Samsung Huizhou factory shut down In fact, this year, Samsung’s news that it will shut down this Huizhou mobile phone factory has been repeatedly exposed. According to public reports, Samsung said it will shift production capacity to Vietnam, India and other countries in response to China.Pressures such as rising labor costs; in China’s low-end market, Samsung will use ODM or OEM models for production.As early as before, Samsung responded to the media: “As the Chinese market is in a tough situation and competition is intensifying, we are adjusting the output of the Huizhou factory.” From this point of view, shutting down the Chinese factory and realizing the transfer of production capacity is really helpless for Samsung.In the fierce competition of the domestic mobile phone market, Samsung, which has left behind, has to start compromising.On the one hand, Samsung’s mobile phone sales in the Chinese market have fallen sharply in recent years, and it is unable to provide sufficient orders for Chinese factories. On the other hand, the cost of Chinese factories is high, and it is unable to receive orders from other Samsung markets, and the Chinese factories are in a difficult situation.Under the predicament, Samsung shut down the Tianjin mobile phone factory as early as December last year.Samsung’s Tianjin plant is shutting down the Tianjin mobile phone factory. Samsung calls it the initiative to eliminate backward production capacity, and at the same time vigorously increase investment in high-tech industries, and add high-end manufacturing projects such as MLCC (multilayer ceramic capacitors) and new energy power batteries.However, while China’s market share continued to fall and it was forced to shut down its Chinese factories, Samsung did not completely abandon the Chinese market.At the smartphone launch conference in 2018, Samsung Electronics Greater China President Quan Guixian said that in the face of the highly competitive mobile phone market worldwide, Samsung has already prepared for a successful model in the Chinese market.Pushing the world, and taking the lead in the latest innovative technology and cutting-edge technology in the terminal models.He also stressed: “We continue to strengthen the star strategy, and try to cooperate with more excellent brands to further narrow the gap with young consumers, gain insight into their core needs and meet their expectations. More importantly,We will also join hands with spokespersons to enhance the influence of various corporate social responsibility activities and become a model for social responsibility in the hearts of fans. For female consumer groups, we will also launch exclusive customized products to further show concern for female consumers.In the future, we will prove through a series of measures that Samsung has returned strongly.” It must be acknowledged that Samsung still holds the number one position in the global mobile phone market. On a global scale, Samsung still retains its position.A strong posture, but it is almost impossible to recapture the Chinese market that it has lost.It’s too late to make up for it. In March of this year, Samsung released three new products such as the S10 of the Galaxy S10 series at the press conference, and officially unveiled its first foldable screen phone Galaxy Fold.It is worth noting that in the past few years, Samsung has made many attempts to regain its market share in China, including changing product strategies, channel innovation, and tailor-made marketing strategies.Taking the Samsung S10 series mobile phone as an example, this series still dominates the high-end market, but at the same time it also lays out the mid-end market, facing the competition from Huawei and Apple.While Huawei, Xiaomi, Yijia and other brands are actively adjusting their product mix and marching into the high-end market, Samsung is using the Galaxy S10 and Galaxy Fold to re-launch the Chinese market, trying to reverse its decline in the Chinese market..”Obviously, Samsung has adjusted its marketing strategy, abandoning the pricing strategy of purely high-priced markets, and began to lay the entire line in the low, medium and high markets.” Industrial Economics observer Ding Daoshi believes.This time, the three S10 series phones released by Samsung are at least 4,999 yuan, which is about 1,000 yuan lower than the price provided by the official website.However, the current mobile phone market is in the transition from 4G to 5G, mobile phone iterations are accelerating, and technology updates have become the industry’s biggest feature. On this basis, changing product strategies is bound to face many challenges and wants to be in a short time.Reshaping the brand image is not easy.In this regard, another treasure that Samsung has taken is the Galaxy Fold folding screen phone.Quan Guixian is full of confidence in this product. Before that, he publicly stated: “Galaxy Fold has created a new mobile terminal category that will surpass people’s expectations and open up a new path for the industry. We are determined to win.Back to the Chinese market.” Galaxy Fold However, the facts later proved that Quan Guixian’s self-confidence at the time could only be understood as a quick slogan.Since the release of Galaxy Fold, various problems such as splash screens, broken screens, hinge breaks, and screen bulging have emerged.After experiencing the cancellation of the China conference, postponing the release, and being exposed to all test models, Samsung CEO Gao Dongjin recently admitted to the media that he would launch the Galaxy Fold when it was “not ready yet.””Embarrassing.”Samsung CEO Gao Dongjin said that the British “Independent” analysis believes that Samsung’s move to “catch the ducks on the shelves” is because it is subject to competitive pressure from Chinese mobile phone manufacturers such as Huawei and Xiaomi.Even if you want to seize the first opportunity of folding screen mobile phones, regain a game in the Chinese market, but this kind of destructive behavior may drag Samsung down a deeper abyss.Disappointment is accumulated step by step, from the 16-year explosion door to the folding of the duck-screen mobile phone to the duck, and then to the fingerprint risk, if the Samsung still does not understand the light weight, the Chinese market may beIt can only be a story..