Before 2016, almost all domestic mobile phone brands were South Korea's Samsung in the dominant market, but after that year, Samsung's status began to decline rapidly, where did Samsung's chess go wrong?
In fact, in the final analysis, it is still the disrespect and lack of understanding of consumers, resulting in Samsung being squeezed out little by little, so that now Samsung's market share is only 0.9%.
According to the statistics of domestic mobile phone brand agencies, between July and September 2021, Samsung's 5G mobile phone ranked 9th in the Chinese market, with a market share of about 0.9%.
During the same period, Huawei's share of 5G mobile phones was as high as 30.7%, far exceeding Apple's 12.5%, ranking first in the country.
Even the two brands of vivo and OPPO are ranked second and third respectively, much higher than Apple.
Although Xiaomi's main market is overseas, it can also catch up with Apple and rank fifth with a score of 10.5%.
However, Samsung, which won 20% of the mobile phone market in 2014, now has a great tendency to fall out of the top ten, and the reason for this must have been guessed by most people, that is, the mobile phone explosion that occurred in 2016.
Samsung entered the Chinese market in 2002, and has 14 years of development experience until 2016, but Samsung, which has been making money in China for a long time, obviously does not pay attention to consumers.
At the beginning of September 2016, the news of the explosion of Samsung mobile phones spread all over the country, and since then most consumers have responded to similar problems, for which Samsung decided to quickly recall the same mobile phone in the world for overhaul, but only did not recall mobile phones in the Chinese market.
That is to say, Samsung knows that there are serious security risks in mobile phones, but allows them to be sold and used in the Chinese market, which undoubtedly does not take the safety and experience of Chinese consumers into account.
In the same month, Samsung also said that the mobile phone explosion was because Chinese consumers heated the mobile phone, not the battery itself.
Even south Korean institutions claim that Chinese consumers use induction cookers to heat Samsung mobile phones and deliberately create explosive news to discredit Samsung.
Chinese consumers were quickly angered by this statement, and then forced Samsung to voluntarily recall mobile phones in the Chinese market and publicly apologize.
However, the impact of this incident is far from over, and in the same year, Samsung's mobile phone sales were surpassed by Xiaomi, and the following year fell unprecedentedly from the top five list.
But Samsung doesn't seem to have much to do with this, and its mobile phone products are still maintained at a high pricing level.
In 2015, Apple launched a new mobile phone, the iPhone 6S, priced at 5288 yuan, while a new product launched by Samsung in the same year sold for 5199 yuan in China.
At that time, Samsung's high-end series was far less attractive than Apple's mobile phone, but it still chose such a high price, which was undoubtedly caused by blind optimism in the Chinese market.
And Samsung belongs to Korean companies, South Koreans' use and design concept of mobile phones is bound to be very different from Chinese, but Samsung does not care about this, the same mobile phone, how to configure in South Korea, in China will be sold unchanged.
So many consumers have complained that the performance is too backward after buying Samsung mobile phones, and even some functions are simply unacceptable.
For example, in 2016, a Samsung consumer said that the Samsung mobile phone he bought did not have the function of other domestic mobile phones on the market, which was very inconvenient to use, "just like a defective product", the consumer commented on Samsung.
But even so, Samsung still did not make an expression, but instead continued to move closer to the high-end in pricing, and the highest price of a mobile phone even exceeded tens of thousands of yuan.
Among the major sales platforms of such mobile phones in China, the sales volume is relatively dismal.
Samsung, now in China for 20 years, seems to have a sense of crisis, and in January this year, it publicly said that it would open a mobile phone sales department for the Chinese market.
According to Samsung's explanation, this department will be used to study the mobile phone usage habits and product performance preferences of Chinese consumers, and finally develop mobile phones based on the research results.
I hope that other domestic mobile phone brands do not take it lightly, after all, Samsung's problems are obvious, it is relatively easy to correct, and Samsung's other product business is also very strong, if it can be allocated to invest in the field of mobile phones, its strength is still not to be underestimated.
Nowadays, domestic mobile phone brands such as Huawei have occupied the majority of the market for a long time, and they are relatively comfortable with the competition of Samsung.
Will Samsung be able to return to the Chinese market in the future? What do you think?