Text/Ball Review/Zi Yang Correction/Zhi Qiu
In the global smart phone market, the annual sales of Samsung mobile phones are always higher than those of friends, which is mainly due to the relatively perfect layout of Samsung in the global market, to put it bluntly, almost all mainstream markets can see the figure of Samsung mobile phones, and achieve better sales results.
On February 15, Zhongguancun Online news, the well-known institution Counterpoint released the data of the European smartphone market in 2021, and Samsung successfully won the first place in the European market with a market share of 32%.
Sales in the Chinese market are going against the grain
In contrast, in the European market, Apple accounts for 26%, Xiaomi 20%, OPPO accounts for 8%, and their market is far less than Samsung, which is enough to see that Samsung has a clear advantage in the European mobile phone market.
Interestingly, Samsung's sales in the Chinese smartphone market are very different from those in the European mobile phone market, because the mobile phone giant's sales in China can be described as dismal.
So, to what extent are Samsung's sales in the Chinese smartphone market bleak? Another market research institute, CINNO, released the 2021 China mobile phone market sales data to give the answer.
From the list data, it can be clearly seen that Samsung will only occupy 0.6% of the Chinese smartphone market in 2021, becoming the bottom mobile phone brand.
It is not difficult to see that the development of Samsung in the European and Chinese mobile phone markets can be called a double day of ice and fire.
Samsung mobile phone - behind the double sky of ice and fire
In fact, Samsung in the mobile phone market is one of the most successful mobile phone brands, product strength can not be underestimated, to Samsung's latest release of Samsung S22Ultra as an example, this model not only inherits some of the advantages of the previous Note series, but also in the performance, imaging, screen and other aspects have been greatly upgraded.
Of course, in addition to the Samsung S22Ultra, the 2021 model of the Samsung S21 Ultra also performed well, the performance, the screen are remarkable, compared with the new machine in 2022 is not inferior much.
Since Samsung's mobile phone products are already excellent enough, why is there still a double day of sales in the European market and the Chinese market?
In the author's opinion, the reason for the above situation is mainly because Samsung's brand image has been lost in the Chinese market.
In 2016, the Note7 series, which had been given high hopes by Samsung, suddenly exploded, and as soon as this incident came out, Samsung also reacted quickly and provided solutions, but when dealing with the Chinese market, there was a lack of sincerity, and even Samsung suspected that the Note7 explosion in the Chinese market was man-made.
After this battle, the popularity of Samsung mobile phones in China has fallen sharply, and sales have also fallen again and again. The most important thing is that since then, Samsung has not tried to re-establish its brand image in the Chinese market, so that Samsung mobile phones have shown a "half-dead" situation.
In contrast, in the European market, Samsung has continuously laid out and established a good brand image, and local consumers are more recognized for Samsung mobile phones.
Therefore, it is also reasonable that the situation of ice and fire on Samsung mobile phones is also reasonable.
However, Samsung is not willing to lose the Chinese smartphone market, because it is an extremely tempting big cake. At the beginning of 2022, Korean media reported that Samsung had set up a Chinese team internally, involving mobile phones, televisions, computers and other equipment, and the head of the team had a very high voice and could directly feedback to the CEO of Samsung, which was enough to see Samsung's determination to return to the Chinese market.
Write to the end
In fact, Samsung's purpose is obvious, that is, to take advantage of Huawei's temporary window period and use its own product advantages to grab more of China's smartphone market share to the greatest extent.
However, if Samsung wants to return to the Chinese market, it is estimated that it is very difficult: on the one hand, the international environmental impact, especially during the Winter Olympics, the negative news of Korean athletes is endless, to some extent, so that the Chinese people maintain a negative attitude towards Korean products;
On the other hand, domestic mobile phones are still eyeing the tiger, and Samsung wants to return to the Chinese market and must break through their blockade. So, do you think Samsung can return to the Chinese smartphone market?