Wen | move point technology
The author | Yellow Dust
Edited | Steven Lee
Yesterday, Samsung's new generation flagship smartphone Galaxy S22 series was officially released in China. The discussion of the new machine mainly comes from Samsung's pricing, before Samsung's Galaxy S series starting price was once higher than the iPhone, but last year's iPhone 13 sales boom made Apple further consolidate its position in the high-end market, Samsung also seems to recognize that it can not be hard with Apple, so Galaxy S22 is listed in the Chinese market, the starting price is set at 4999 yuan, slightly lower than the 5199 yuan of the iPhone 13. But now that Android phones are facing a major rout in the high-end mobile phone market after Huawei was sanctioned, Samsung's move is also helpless.
The legacy and hidden worries of the S22 series
The Galaxy S22 and S22+ adopt a four-sided iso-wide straight-screen design, which is well received, but like the previous generation, the S22 series of the Bank of China is equipped with Qualcomm's latest Snapdragon 8 mobile platform. As the main platform of the current Android flagship, Snapdragon 8 is still rumored to be pulled crotch, the recent Xiaomi China president, Redmi brand head Lu Weibing said "also know that everyone may not be so satisfied with this broken chip", helpless, each company in its power consumption and heat dissipation level optimization is very critical.
It should be pointed out that the Samsung S22 Ultra is the real flagship in the series, as a flagship that seems to be incompatible with the other two products, in fact, it inherits the product genes of the original Note series. On the one hand, there are differences in design, function and configuration brought about by product differentiation and market differentiation.
On the other hand, Samsung has almost eliminated the Note series product line. However, the note series has established a wide influence with years of large-screen flagship positioning, and it will not fade for a while and a half. Therefore, this year's S22 Ultra is largely to bridge the lack of Note series and meet the needs of some consumers.
Even so, Samsung's embarrassment is that the Samsung S22 series is only facing the defense of the unpredictable market, and it has no ability to compete with other Android manufacturers, which is especially prominent in the Chinese market. Of course, Samsung does not want to give up the Chinese market. Previously, Samsung once used folding screen products as the basis for flipping, but on the whole, folding screen users are still relatively niche, market education is not enough, and the overall price segment is still high.
In addition, the mobile phone functions are complicated, the use of 5G has increased the power consumption, consumers are more and more concerned about the battery life, even Apple is suffering from thickening the phone, this Samsung S22 as the lowest price in the series, the battery capacity is only 3700mAh, in the Qualcomm chip is not powerful, power consumption may drag down this not cheap new machine. At the same time, Samsung also learned from Apple, becoming the first Snapdragon 8 flagship without a charger. Although it can be "environmentally friendly", this is not a plus for Samsung's current consumer impression.
It is difficult for Samsung's mobile phone business to rebuild confidence in China
Samsung's current situation is that the West is bright and the East is not bright, but the Chinese market, as the consumer market with the largest population and the best control of the epidemic, Samsung is still not willing to be unknown in this market.
Especially in the high-end market, Samsung once held the high-end Android mobile phone market, the biggest opponent is only Apple, before Apple did not launch a large-screen iPhone, Samsung has been able to play back and forth with Apple. With the rapid rise of domestic mobile phone brands, coupled with the impact of the explosion on the credibility of the brand, Samsung's market share has plummeted in China.
Later, Huawei directly replaced the throne of the high-end market of Samsung Android mobile phones, and Apple absorbed the global high-end mobile phone market share, but the good times were not long, Huawei faced successive sanctions, the mobile phone market contracted sharply, but the high-end strategy of other domestic brands did not work, so for a time, Apple rode the dust and re-occupied the unique position of the high-end market.
Samsung officially aims at such an opportunity, otherwise Samsung will not deliberately lay the groundwork for the pricing of new products in the Chinese market on the basis of a press conference last month, and re-detonate a wave of public opinion. Admittedly, this time Samsung is obviously prepared, whether it is pricing, or the operation of turning Note into S22 Ultra, it can be regarded as a good start for its pragmatic face to the Chinese market.
However, the Samsung S22 series still has many problems in the Chinese market. First of all, after the collapse of Samsung's offline channels, it can only rely on online as the core channel, but in the high-end market, in addition to Apple, the channel has not yet had other manufacturers to completely let go. What's more, Samsung has been low-key in the Chinese market for many years, without the education and perception of offline channels, it is difficult for consumers to rely on the overwhelming evaluation of the Internet to place a single Android mobile phone with a price that is not much different from Apple.
But Samsung also no longer has the heart of the year with a plastic backplane large-screen machine to kill the four parties, the mobile phone market has been highly mature, the high-end market pattern is also very stable, it now does not want to compete with Xiaomi, OV system dislocation, and can not come up with the subversive innovation of the iPhone that year, then Samsung's glory, and will not be rekindled because of a passable S22.
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