Selling out inventory in an hour, why can Nokia's keyphone be popular?

Ray Technology

2024-05-14 20:52Posted in Guangdong science and technology creators

Who would have thought that in 2024, Nokia would be able to cause heated discussions on the whole network with a button mobile phone?

Last week, Nokia launched a new 3210 4G replica to commemorate the 25th anniversary of the 3210. Compared to the original generation, the replica has hardly changed much in terms of styling, but it has more color schemes and has also added support for 4G networks. Although the Nokia 3210 4G looks unremarkable, it has sparked a wave of panic sales across the network.

(Source: Weibo)

Nokia Douyin's official live broadcast room on the shelves3210 4G The inventory was completely emptied in the first hour, Xiaolei observed Taobao and Jingdong's two official channel e-commerce platforms, the former showed that it was out of stock, and the latter showed that it was being purchased.

(Source: Douyin)

The "main battlefield" of 3210 4G is actually in Xiaohongshu, as a grass planting platform, almost any product can be mined to shine, even a button mobile phone is no exception. Up to now, there have been a lot of notes sharing the experience report of the Nokia 3210 4G, but there are not many positive reviews. In Xiao Lei's view, most of the reason for the explosion of Nokia 3210 4G is that netizens have given too high expectations, many users think that this is a retro "toy", and some netizens have preconceived ideas that 3210 4G will become a cheap version of the CCD camera.

In any case, Nokia did catch everyone's attention with a 3210 replica.

Retro is really retro, useless is really useless

The first reason why Nokia 3210 4G is out of the circle is "retro", as a replica of a popular model 25 years ago, even if it caters to the times and makes more bright colors, it is difficult to hide its millennial old atmosphere. In recent years, the Y2K (Year 2000 Kilo) trend has risen, and all retro-related products, clothing, and music have become fashion vanes.

(Source: Nokia)

But the 3210 4G is destined to be a retro-shaped small toy, on the one hand, it is indeed not a smartphone, and it is not possible to install third-party applications freely, even as a backup machine, it is difficult to cover most of the needs of contemporary life; On the other hand, it is a button phone, which means that for many users, it is not a simple matter to re-adapt to the operating logic.

As for its price, although the 3210 4G is only priced at 379 yuan, it is still slightly more expensive for a dispensable small toy.

What really drove the Nokia 3210 4G to sell out of stock was actually the slogan of "Flat CCD Camera". Click on the notes related to this phone on Xiaohongshu, and you will find that most users are discussing its level of photography. The Nokia 3210 4G is equipped with a 2-megapixel single-camera lens with an LED flash, and yes, in this era of 100 million pixels everywhere and oversized sensors, there is a mobile phone that is sought after because it is equipped with a sufficiently low pixel sensor.

(Source: Little Red Book)

Can the Nokia 3210 4G be an affordable CCD camera? Of course not.

CCD is a type of sensor that has been the mainstream sensor of cameras before the advent of CMOS, and due to the physical limitations of this sensor, it is often not equipped with too high pixels, which gives it a so-called "retro" feel. Although CCD card players and CCD SLRs usually do not have too high pixels, they generally come to about 10 million levels, and the camera sensor area is generally larger than that on mobile devices, and there is still a significant gap in the quality of imaging.

(Source: Little Red Book)

Therefore, it is not easy for the main lens of Nokia 3210 4G to achieve the effect of replacing CCD with only 2 million pixels. What's more, the essence of the "CCD camera" is the flash, and the LED flash that comes with the Nokia 3210 4G is obviously not up to the task.

It is not difficult to understand that although Nokia 3210 4G is a big hit, most users have expressed great disappointment after receiving the goods, which is actually everyone's expectations for this button mobile phone are too high, or they give hope that it does not match the product positioning. If you return to the original positioning of this mobile phone - replaceable battery, support Bluetooth 5.0 and FM radio, support payment code presentation, and 4G network "old man", do you instantly feel that the cost performance is not bad?

Replicas can be a good business

After taking over the Nokia mobile phone business, HMD has also launched several generations of flagship models, such as the Nokia 9 PureView, which is a flagship phone equipped with the Snapdragon 8 series flagship chip and a five-camera system. But in terms of word-of-mouth and sales, Nokia's performance is very average.

However, Nokia's momentum in the non-smartphone market is very strong, data shows that HMD Global (Nokia) has accounted for more than 90% of the world's non-smartphone market by mid-2020, mainly concentrated in India, Africa and other underdeveloped countries and regions. This performance allowed Nokia to find its home turf and begin to attack the non-smartphone market more violently.

Nokia's approach in the non-smartphone market is mainly "reproduction", that is, to get back the previous hot-selling models, update some hardware and new network support, so that these models have newer appeal, such as the recent hot Nokia 3210 4G, which is a replica of the Nokia 3210. In addition, Nokia's reproduction of the 1100 4G will also achieve a total sales of 250 million in 2023, entering the top ten in the history of mobile phone sales.

(Source: JD.com)

Of course, Nokia's "replica" is also constantly optimizing according to the needs of consumers, such as the addition of mobile payment, so that users can at least meet their payment needs in the current era of e-wallets; Or upgrade to the USB-C port, so that you don't even have the right to borrow a power bank when you travel. Based on this, although "reproduction" is a good business, it does not seem to be suitable for all mobile phone manufacturers.

For example, the most popular in the current mobile phone market is the replica version of Xiaomi mobile phone 6, many users are quite satisfied with the shape, feel and use experience of this mobile phone, if you can upgrade some performance and network, it may trigger a new round of rush to buy. But from a practical point of view, even if models like Xiaomi mobile phone 6 are equipped with the latest processor and 5.5G network, the audience is still relatively narrow.

(Source: Nokia)

In addition, for Nokia, "reproduction" is more like a helpless move, rather than an active choice.

Nokia 3210, who is it for?

The revival of the classic model ushered in a splash of wealth for Nokia, but perhaps Nokia itself was not prepared for a big hit, and the first batch of inventory was completely emptied within a few hours of going on sale. According to Nokia's official Weibo, the next round of 3210 4G rush to buy will wait for May 31, you heard it right, Nokia has finally arrived at the "rush to buy".

But is the Nokia 3210 4G really worth snapping up?

First of all, if you want to use the Nokia 3210 4G as a "CCD replacement", then you can temporarily put away the idea of rushing to buy, according to the experience shared by users who have purchased, it basically cannot reach that level. What's more, since it doesn't support WeChat login, it means that you need to export photos via Bluetooth or cable, which is quite painful.

(Source: Nokia)

Secondly, Nokia 3210 4G does not have very heavy features, if you are not fond of this model, then Nokia's 220 4G on sale, 8800 4G are good choices, there is really no need to rush to buy 3210 4G on time.

Last but not least, the Nokia 3210 4G is indeed enough as a toy or emergency backup device, but as long as you have higher requirements, such as WeChat communication, taking pictures, etc., then it is not suitable to be your choice.

In any case, the Nokia 3210 4G is essentially a durable, long-lasting, and portable button phone, and many users still have the need to send and receive text messages and make calls frequently, and a phone like this is indeed very suitable for them. As for consumers who want to treat it as a "CCD replacement", then Xiaolei still has a word of caution here: don't expect it.

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