Text/Dong Review/Zi Yang Proofreader/Zhi Qiu
In recent years, the development of global smartphone giants Huawei, Samsung and Apple seems to be unsatisfactory.
Huawei's chip supply is limited, which seriously affects the sincerity of high-end smartphone shipments; Samsung's performance in China's smartphone market has seriously declined due to well-known reasons; Apple, which has always attached importance to high-end, although it accounts for a good proportion in the global high-end smartphone market, is basically in an absent situation in the mid-end smartphone market.
However, although the sales performance of Samsung mobile phones in the Chinese market has been hindered. However, sales performance in the global smartphone market is quite good.
Ranked first in the world for 10 consecutive years
Despite losing the Chinese market, Samsung mobile phones still rank first in the world for 10 consecutive years.
Recently, The world's leading market research agency Canalys released the "2021 Global Market Smartphone Shipments Report". The report shows that the cumulative shipment of global smartphones in 2021 was 1.35 billion units, up 7% year-on-year. Among them, Samsung, Apple and Xiaomi ranked in the top three in the global total smartphone shipment ranking in 2021.
In terms of specific data, Samsung's annual sales in 2021 will be 275 million units, winning 20% of the world's smartphone market share, and sitting on the throne of the global smartphone market sales champion with an absolute advantage.
It is not difficult to understand that Samsung can achieve such excellent results in the global smartphone market.
On the one hand, because Samsung's product line is very rich, different from Apple's positioning, Samsung's mobile phone products cover the mid-end, low-end and high-end smartphone markets such as the 100-yuan market, the 10,000-yuan market and the 10,000-yuan market, so it can meet the needs of consumers at different levels for smart phones; on the other hand, the comprehensive strength of Samsung's mobile phone products is beyond doubt, whether it is a screen, chip or imaging system, it can stand out in the same positioning of smart phone competition.
But it failed in the Chinese market
However, as the author said earlier, although Samsung's sales performance in the global smartphone market is remarkable, it has failed in the Chinese market.
According to the "2021 China Smartphone Market Report" released by CINNO Research, a third-party data research agency, the overall sales performance of China's smartphone market in 2021 reached 314 million units. Among them, vivo, OPPO and Apple respectively won the top three in the sales ranking of the smartphone market in 2021.
Unfortunately, Samsung, which won the championship in the global smartphone market, has become the rank of Others in the shipment ranking of the mobile phone market in the Chinese market and has not been listed.
Previously, Samsung, with its excellent product performance, also had a brilliant moment in the Mobile Phone Market in the Chinese market. However, Samsung has personally buried its own development prospects in the Chinese smartphone market.
In 2016, there was an "explosion door" incident in the Samsung Note7 series, when Samsung handled it very quickly in the global market and recalled related products; but in the Chinese market, it was believed that the relevant explosion was caused by Chinese consumers.
Since then, the reputation of Samsung mobile phones in the minds of Chinese consumers has plummeted. In 2019, Samsung, whichse development in china's smartphone market was blocked, closed its last mobile phone factory in China, which means that the mobile phone giant has completely withdrawn from China.
Samsung is trying to regain the Chinese mobile phone market
However, judging from the various trends of Samsung in the recent period, it seems that it wants to regain the Chinese market. On the one hand, Samsung continues to strengthen cooperation with domestic mobile phone manufacturers, actively supply screens for mainland smart phone manufacturers, and strive to enhance the favorability of domestic manufacturers and Chinese consumers for their own brands; on the other hand, according to relevant reports in the Korean media, the current Samsung has set up a Chinese team internally to carry out production work in the fields of mobile phones, TVs and computers.
All of the above is enough to prove that the current Samsung has a fairly high determination to regain the Chinese market.
The reason why Samsung chose to return to the Chinese market at this time node, the author believes that Samsung is to seize the current gap period when Huawei has lost its voice in the Chinese smartphone market for a short time. If at present, Samsung can rely on its own product advantages to gain a firm foothold in China's smartphone market, in the subsequent development process, Samsung has the opportunity to seize more chinese smartphone market share. Then Huawei, if it wants to return to its hegemonic position, is also very difficult.
Write at the end
However, does Samsung really have a chance to return to the Chinese market? In my opinion, the possibility of Samsung regaining a foothold in the Chinese smartphone market is minimal. After all, although Huawei was forced to withdraw, the continuous rise of domestic smartphone manufacturers has basically divided up Huawei's vacated market share, which is obviously not good news for Samsung.
In addition, during the winter Olympics just past, a series of arrogant moves by South Korean athletes have also increased the antipathy of Korean products to a certain extent.