Text/Ball Review/Zhang Ziyang Correction/Zhiqiu
On December 11, the well-known market research agency Canalys released the global smartphone market situation in the third quarter of 2021, of which Samsung still ranked first in the world, with shipments reaching 69.4 million units, grabbing 21% of the market share, far ahead of apple ranked second and millet ranked third.
However, in contrast, Samsung's performance in the Chinese mobile phone market has shown a polarized situation with the international market.
According to the china 5G mobile phone market report released by Daily Interactive in the third quarter of 2021, the market share of Samsung mobile phones is only 0.9%, and it is not polite to say that Samsung's 5G mobile phones cannot be sold in the Chinese market at all.
Even if Huawei is limited from launching 5G mobile phones to the market, in the third quarter, it has occupied more than 30% of the 5G mobile phone market share, forming a stark contrast with Samsung.
As the world's number one mobile phone giant, why is Samsung mobile phone showing a big rout in the Chinese market? In the author's opinion, there are mainly the following reasons:
First of all, the competition in China's smartphone market is too fierce.
As we all know, almost the world's top mobile phone manufacturers are gathered in the Chinese market, compared with the overseas market, the domestic mobile phone market competition is very accumulated, has formed a millet, vivo, OPPO, Apple, Huawei five-legged situation, in addition to Huawei and Apple, millet, OV on the mobile phone product line layout is extremely perfect, up to the high-end, down to the low-end hundred yuan machine, these three manufacturers have product coverage.
Not only that, xiaomi and VO's sub-brands have embarked on the road of main differentiation, such as Redmi's main cost performance, iQOO's flagship game and so on.
On the other hand, Samsung, in such a fierce competitive market, due to the lack of layout of Samsung mobile phone product lines, coupled with the domestic mobile phone manufacturers have laid out the high-end mobile phone market, even if Samsung high-end machine emperor has a top configuration, it still shows a lack of competitiveness.
Secondly, the customization of Samsung mobile phones in terms of system is not in line with the usage habits of Chinese consumers.
At present, major mobile phone manufacturers are optimizing their own systems, and the functions are more comprehensive, especially in terms of operation logic, which is deeply liked by domestic consumers.
On the other hand, the operating system of Samsung mobile phones, used consumers know that whether it is playability or operation logic, compared with domestic operating systems, it can be said that it is quite backward, such as interface return gestures, domestic mobile phone manufacturers in the system to add a variety of return logic, and Samsung also added a return key at the bottom of the phone, the operating system is extremely inconvenient.
Finally, the price of Samsung's high-end products plunged too badly.
For users who buy high-end flagship phones, they attach great importance to the retention rate of a flagship, such as the iPhone 12 series, and since its release last year, diving has not been particularly serious.
In contrast, Samsung, taking the Samsung S21Ultra as an example, the machine was released in mid-January 2021, and the price has plunged into nearly two thousand, which is difficult for users who have purchased the machine to accept.
In summary, Samsung mobile phones are not popular in the Chinese market, caused by many factors, and it wants to re-increase its share in the Chinese mobile phone market, which is obviously somewhat unlikely, after all, the competition of mobile phone manufacturers is too fierce.