Sold more than 1 million units in 8 days, will the global explosive Samsung Galaxy S22 series continue its strong momentum in the Chinese market?
Following the global new machine launch, Samsung recently officially launched new products such as Samsung Galaxy S22 series and Galaxy S8 series tablets in the Chinese market. The image advantages of galaxy S22 series products, coupled with the creative release of the scene, added a lot of points to it, and also triggered a hot discussion in the industry about Samsung's desire to return to the Chinese market.
If you return to the Chinese smartphone market, what are the odds of Samsung winning? From the perspective of product layout, the high-end line or one of the breakthroughs. Analysts in the data department of the transfer group said that from the current point of view, domestic brands have divided the domestic mobile phone market outside Apple, and are all making efforts in the field of high-end mobile phones, and Samsung mobile phones are facing a "siege and suppression" trend in the Chinese market.
Samsung with the Galaxy S22 series of creative returns, can it revitalize the Chinese market?
On February 22, Samsung officially released the Galaxy S22 series of national bank editions.
This release includes three models: S22, S22+ and S22 Ultra. As Samsung's high-end flagship series, the S22 series of the main imaging system, in conjunction with Happy Twist at the press conference, the OIS optical image stabilization, VDIS dual-track image stabilization program, support for 8K shooting and other functional points were clearly displayed through the form of drama, which once caused heated discussion on the Internet.
In terms of price, according to the official news, the price of the Galaxy S22 series is not low, and the starting price of the three models of the middle cup, the big cup and the super cup is 4999 yuan, 6599 yuan and 9699 yuan respectively, and the highest price of the model is 12099 yuan, which undoubtedly points to the high-end market. In connection with the news that Samsung has previously established the "Chinese Market Innovation Group", many industry insiders said that Samsung will return to the Chinese market with the help of this new product.
From the perspective of timing, the current pattern of the domestic high-end mobile phone market has indeed undergone new changes, other domestic brands have rushed higher, and Samsung does have a foundation in this field, and it is not impossible to reopen the Chinese market with the help of new products.
So, from the current market share and competition, what is the current situation of Samsung?
The first thing Samsung mobile phones have to face is a share of less than 1% of the domestic new machine market.
According to the data released by Counterpoint Research in the fourth quarter of 2021, the top five manufacturers in domestic shipments are Apple, Glory, Vivo, OPPO and Xiaomi, and Samsung is listed as an other. And in this data, the head effect of large factories is obvious, and the other column fell by 60% year-on-year, accounting for only 14% of the market share. In more precise data, CINNO Research reported that Samsung's domestic market share remained 0.6% last year.
Not only the new machine market, but also Samsung faces fierce competition in the second-hand market that represents the barometer of ownership, circulation rate and market trend. According to the 2021 second-hand 3C annual data released by the transfer group, the six major manufacturers of Apple, Xiaomi, vivo, Huawei, OPPO and Honor are the mainstream in the proportion of second-hand mobile phone transaction volume, and Samsung is also classified as ofther, and the overall share is less than 8%.
Samsung strongly increased the high-end product line, second-hand mobile phones are more fragrant?
The overall market share is not dominant, but Samsung smells opportunities in the high-end field.
In September last year, Samsung released two folding screen products in China, and several cities held pop-up stores; The launch of the Galaxy S22 series is also painstaking.
However, in the high-end market that Samsung wants to focus on, the competition is also extremely fierce. Last year, the iPhone took the sweet spot, the newly released iPhone 13 series was hot, and the shipment problem has not been solved until now. In addition, domestic brands such as Xiaomi, OPPO, vivo, and Honor also quickly strengthened their layout in the high-end market last year, and flagship models were released in groups.
For Samsung, which has a screen advantage, the folding screen mobile phone will be the last "king fried"?
With the help of the top screen produced by itself, it took the lead in laying out the folding screen field step by step, and the folding screen products have undergone multiple generations of iteration. In 2021, Samsung has successively released the Galaxy Z Flod3 series, Galaxy Z Flip3 series and other products. IDC data shows that in 2021, the shipment volume of folding screen products in the Chinese market is about 1.5 million units, Huawei ranks first with a market share of 49.3%, and Samsung ranks second, with a market share of 28.8%, which shows that there is also a certain competitiveness.
From the perspective of the retention rate of the second-hand market, the mobile phone market data of the transfer group shows that the Retention Rate of Huawei Mate X2 (5G) can still reach 81.99% after nearly 10 months of release, the Galaxy Z Flip3 (5G) released by Samsung half a year later has a retention rate of 69.90% in the same period, and the Galaxy Z Fold3 (5G) is 59.32%.
Not only Huawei, in the past one or two years, Xiaomi, Glory, OPPO and other domestic manufacturers have also launched challenges in the field of folding screens, even Apple, which started late, the concept map of folding screen mobile phones has also been exposed, and the gap between each company and Samsung is also narrowing.
In this regard, analysts from the data department of the transfer group said that in addition to the high-end product line, major brands are also constantly encroaching on the low-end, games and other segments, and Xiaomi, Glory and OV also have their own moats. Looking at the world, Samsung's comprehensive strength is indeed very strong, and the name of "world's first" is loud; but the domestic market competition is fierce, the localization advantages of domestic brands and the high-end brand image of the iPhone have been deeply rooted in the hearts of the people.
In this context, whether Samsung mobile phones can regain their foothold in the Chinese market remains to be tested.