Text/BU Audit/Zi Yang Correction/Zhi Qiu
According to data released by Counterpoint, in the Chinese smartphone market in 2014, Samsung became The number one mobile phone overlord in China with a high market share of 20%.
Samsung collapsed in China
Today, a few years later, Samsung's position as the world's largest mobile phone manufacturer is still unshakable, but its share in the Chinese market has plummeted, and 5G mobile phone sales can be described as "dismal".
According to the latest data released by Daily Interactive, in the list of 5G mobile phone brand market share in the third quarter of 2021, Samsung's proportion was only 0.9%, which was thrown to the 9th place.
It cannot be seen that Samsung mobile phones are really unpopular in the Chinese market today. In order to stimulate sales, the price of high-end models sold by Samsung in China often plunges quickly, but consumers still do not buy it.
Samsung collapsed in China. However, just when everyone thought that Samsung had abandoned the Chinese market, Samsung suddenly took action.
Trying to turn around China's defeat
According to the news of IT Home on January 10, Samsung Electronics has set up a new department within the company. The division was set up specifically to boost Samsung's performance in the Chinese market.
It is understood that the department will analyze China's business habits and chinese consumer preferences to enhance the competitiveness of Samsung mobile phones, home appliances and other products in the Chinese market. Samsung's top executive in charge of the mobile phone and home appliance departments will become the direct jurisdiction of the above departments.
It can be seen from this that Samsung attaches great importance to the Chinese market.
Today, the global smartphone market is saturated. According to data released by Gfk, global smartphone retail sales have fallen again in 2020, and this is already the fourth year of decline.
In such a situation, even Samsung has to face a sales ceiling.
In such a situation, the high-end mobile phone market has become the choice for mobile phone manufacturers to break through. China's high-end mobile phone market is obviously a big "cake", and Huawei has vacated a large high-end market due to setbacks, and other domestic brands do not have the ability to compete for this market, but let Apple eat a large share alone.
Samsung naturally does not want to miss such a large market, so it hopes to reverse the defeat in the Chinese market.
But does Samsung still have a chance?
What are Samsung's chances in China
To see the opportunities of Samsung mobile phones in the Chinese market, we must first analyze why Samsung collapsed in China in the first place.
First, localization improvement failed.
However, Samsung's localization in China has not done well, and the mobile phone design makes it difficult for Chinese consumers to adapt. Therefore, doing a good job of localization is an important step for Samsung mobile phones to sell well in China.
Judging from the news of IT Home, Samsung has realized the importance of localization this time, placing the preferences of Chinese consumers in an important position.
Second, the product layout is unreasonable.
Product layout failures are also an important reason for Samsung's rout in China. Until now, Samsung has focused on the high-end market in China and ignored the low-end market.
After the rapid rise of domestic mobile phone brands, domestic brands quickly occupied the low-end market and did not give Samsung the opportunity to develop. With the rise of the iPhone, Samsung has also been squeezed out by Apple in the high-end market.
Therefore, if Samsung wants to return to the Chinese market, it needs to further improve its product layout in China.
Three is, the Samsung Note 7 incident.
In the explosion of the Samsung Note 7, Samsung's double-standard attitude towards Chinese consumers chilled the Chinese people. Until now, this is a thorn in the hearts of the Chinese people, and Samsung's behavior is still difficult to let go.
Compared with the previous two points, the author believes that this is the biggest obstacle for Samsung to revitalize the Chinese market.
Under such circumstances, Samsung wants to pay more sincerity than ever before to win back the hearts of Chinese consumers. But will Chinese consumers really forget about past disputes and buy it again? It's a bit difficult.
So, will you buy a Samsung phone in the future? You may wish to leave a message to tell the author.