With the improvement of 5G networks and the increase in user demand for large-screen mobile phones, the market attention of folding screen mobile phones is still climbing.
According to the latest report of the international data research agency IDC, from 2020 to 2025, the compound annual growth rate of folding screen mobile phones is 69.9%, which shows that the market demand for folding screen mobile phones will continue to show an explosive trend. On the other hand, with the increase in demand, users have more stringent requirements for products, and there are not many products that can go out of the circle, and almost all of them are concentrated in Samsung.
On March 6, data research company DSCC released the 2021 folding screen mobile phone market survey report, which shows that in 2021, Samsung folding screen mobile phone shipments will be 7 million units, with a market share of up to 87%. At the same time, in the fourth quarter of 2021, after the release of Samsung Galaxy Z Fold3 5G and Galaxy Z Flip3 5G products, Samsung folding screen mobile phone shipments reached 4.1 million units, accounting for 96% of the market share in the quarter.
Such data can no longer be said to be "faulty" leading, but almost occupy the entire folding screen market. It's curious how Samsung did it. In order to answer this question, we look at it from multiple dimensions such as scientific and technological innovation strength, R&D investment, and product design thinking.
Innovative genes, the killer of the folding screen era
With the increase in market demand for folding screen mobile phones, many mobile phone manufacturers have launched new products, but as far as the product itself is concerned, most of them still stay at the conceptual level, which is far from the actual use experience. Samsung products have been iterative for many years, and relying on the brand innovation gene, breakthroughs have been made again and again, and finally brought users truly practical folding screen products.
It is reported that as early as more than ten years ago, Samsung began to develop folding screen products. According to the data, in May 2011, the concept and products of Samsung AMOLED folding screen have formed a prototype, but due to the difficulty of mass production of other components, folding screen mobile phones cannot form mass production.
With the maturity of mobile networks and the continuous improvement of related product chain synergies. At the beginning of 2019, Samsung released the world's first folding screen mobile phone Samsung Galaxy Fold, which can fold the screen once it was released and became the darling of the market. Since then, after several years of change, it has expanded into a rich product line such as the Samsung Galaxy Z Fold and the Samsung Galaxy Z Flip.
From research and development to launch, from small test knives to mass production promotion, Samsung folding screen mobile phone products have developed for more than ten years, reflecting Samsung's tireless pursuit in the field of scientific and technological innovation, which is also the basic conditions for industry leaders.
Thick accumulation of thin hair, the determination of the frontrunner
Fetchism is a common phenomenon in the mobile phone market in recent years. Under the trend of interests, coupled with insufficient innovation strength, impetuous emotions spread throughout the industry, which is also one of the key reasons why the development of the mobile phone industry has encountered bottlenecks.
With its profound research and development strength and the layout of the whole industry chain, Samsung occupies a leading position in the core technology field of mobile phones such as screens, processors, camera sensors and so on. Especially in the field of mobile phone screens, Zhang Daijun, president of the China Research Institute of Samsung Electronics, once said: "For every two flagship machines sold, one of them uses Samsung's screen. "The strong strength paves the way for Samsung to lead in the folding era, and more importantly, Samsung is not satisfied with this, but continues to increase investment in research and development."
Especially in folding screen technology, R & D strength is a great test for the brand. According to the report, in 2020, Samsung invested 21.2 trillion won in research and development, and in 2021, the investment in research and development was as high as 22.59 trillion won. Behind the data, Samsung's excellence in technology is also the embodiment of brand strength.
In terms of R&D investment, Samsung did not blindly "throw money", but showed a forward-looking market vision. Taking the folding method as an example, Samsung has always adhered to the solution of inward folding. This was questioned by many mobile phone manufacturers in the early days of such products. Through several years of development, the internal folding has become the best solution recognized by the folding screen mobile phone industry, which once again confirms Samsung's forward-looking in product research and development.
It is precisely because of Samsung's forward-looking development vision, ten-year R & D investment and leading layout of the whole industry chain that Samsung has created a dominant position in the field of folding screen mobile phone products. Although many manufacturers have been laid out or entered the field of folding screen mobile phones, it is difficult to have an impact on Samsung's market share in the short term, and it is not easy to share a piece of the folding screen market.
The key to success is product design around user needs
Product development and innovation, not centered on user needs is bound to run counter to the road, in vain. On the contrary, creating folding screen products that users really need is the direction and goal of Samsung. Folding screen products such as Samsung Galaxy Z Fold3 5G and Samsung Galaxy Z Flip3 5G are based on accurate user insights.
Among them, the Samsung Galaxy Z Fold3 5G screen reached 7.6 inches after the expansion, for the first time to achieve the folding screen to S Pen support, the integration of large screen and pressure sensitivity technology advantages, but also a key split screen and adaptive split screen multi-tasking function, so that users can more easily use the big screen to play their creativity, can be described as "productivity improvement weapon".
The Samsung Galaxy Z Flip3 5G gives full play to the true color of fashion and shows a trendy posture. Last year, Samsung's Galaxy Z Flip3 5G was successfully selected as Time Magazine's "2021 Top 100 Best Inventions", becoming the only smartphone product on the list. In the recent 2022 CES, the Samsung Galaxy Z Flip3 Bespoke Edition color customization version won the Best Innovation Award, which shows the charm of this folding screen.
With strong R&D and innovation genes, years of R&D investment, and understanding of user needs, Samsung folding screen mobile phone products can be greatly successful, and it is not understood. In the future, with the continuous improvement of the relevant industrial chain and the tilt of user demand, I believe that Samsung will continue to bring more wonderful products to the market, which we should not wait and see.