Nokia 3210, why is it remembered through time and space?

虎嗅APP

2024-06-06 17:19Posted on the official account of Beijing Tiger Sniff APP

The most sought-after product in the phone market lately is not the Xiaomi Mi 14 Ultra, which is comparable to a camera, not the Huawei Mate 60 Pro+, which is far ahead in terms of battery life, or even a smartphone.

Instead, it was launched on the market in October 1999 as a "walnut smashing artifact" - Nokia 3210.

On May 8, 2024, Nokia launched the improved 3210 after 25 years, priced at 379 yuan, and it was announced that it was sold out in just 2 days.

At 8 p.m. on May 31, the Nokia 3210 went on sale again and was sold out in less than two hours.

At 10 a.m. today (June 6), Nokia went on sale again in small quantities, and it was sold out again in 1 hour.

Why can the Nokia 3210 be remembered through time and space? In the era of smart phones, can Nokia, which has a late set, get back to home with the revival of the old machine?

The mobile phone that can't be connected to WiFi is crazy to be robbed by young people

Nokia has not been in the market for many years, but its legend is still circulating in the rivers and lakes.

Nokia's return to the market this time, just like Zhen Huan who returned to the palace from Ganlu Temple, quickly attracted everyone's attention. With the launch of the new 3210, Nokia's sales increased significantly.

On the Douyin e-commerce platform, Nokia's sales have always remained at 1 million ~ 2.5 million yuan in January ~ May this year, but it can be clearly seen from the chart that the sales in May have almost doubled the previous month.

However, the Nokia 3210 was robbed like crazy, and it was definitely not because it was easy to use.

Although it has been updated on the basis of the original, the new Nokia 3210 is still a button phone with only basic functions.

Internet access, but you have to manually enter the URL link; There is Alipay, but only the collection and payment code function; Built-in Himalayan and Migu music, but you can only listen to songs, and you can't comment or socialize; It supports 4G dual SIM dual standby, but it can't be connected to WiFi.

What's more, this mobile phone does not support WeChat, and can only be contacted by phone and text message, which is quite "limited" in the current communication environment.

With such a phone, it is difficult to say who its target audience is.

For the elderly, the screen is too small and not friendly to the eyes, and the elderly also have entertainment needs for swiping Tik Tok, watching short dramas, and listening to novels; For children, the post-10s have no nostalgic filter for Nokia, which is not as real as the little genius phone watch; As a backup machine, but I can't log on to WeChat, it's hard to imagine how to keep in touch with the people around me.

It's no wonder that some consumers call it "electronic waste", and after thinking about it, it doesn't seem to be of much use except for buying it back to receive a verification code.

That being the case, why is this phone selling out of stock?

I didn't buy a mobile phone, it was a "CCD replacement"

Compared with listening to songs, making phone calls, sending and paying, the most attractive thing about Nokia 3210 is its photo function.

There is no front-facing camera, and the selfie posture of turning the phone upside down and stretching out the arm makes many people dream back to the 00s.

The 2 million pixel camera is more mushy than the iPhone4 14 years ago, but this kind of picture quality is also favored by a large group of consumers who pursue retro.

On Xiaohongshu, young people have posted the effect of taking photos with this mobile phone, saying that "although it is low in pixels, it feels good", and even called it "CCD replacement", and the keywords that have been repeatedly mentioned in the comment area also include "CCD" and "taking pictures".

CCD camera refers to a digital camera with a CCD sensor, which has been eliminated by the times and sold in the second-hand market.

But because the picture quality is not clear enough, with a hazy atmosphere, in this era of popular high-definition photo disc electronic pulp, it has become a film artifact, and popular models have been fried to thousands of yuan.

Looking back at Nokia3210,Retro models、Low pixel image quality have intensified its popularity,Even the price379element,Put it in the high-premium CCD market,It also seems "fragrant"。

After all, for millennial babes, the Nokia 3210 is not a mobile phone at all, but a CCD replacement that can make calls.

However, the actual photo effect of the Nokia 3210 may not be as good as imagined.

Someone looked at the photos taken by Nokia and said, "This is a different thing from CCD, although the CCD pixel is not high, there is no noise", "It is a bit different from expectations, and it is still not comparable to CCD".

Nokia, has long ceased to produce mobile phones

May 10, #诺基亚回归#冲上了微博热搜第一.

For the former mobile phone giant, this attention is regarded as a splash of traffic, and the last time it received attention for its products was in 2021, when #Nokia launched a tablet# ranked 20th in the hot search.

At present, the best-selling products of Nokia's Tmall flagship store are all feature phones with the label of "old man", and the price ranges from 144~394 yuan.

The only smart phone on sale in the storeC31, the original price is 699 yuan, and the lowest price after the coupon during the 618 promotion period is 574 yuan, which is still the main market for the elderly, but consumer evaluation shows that "it's too cardy, it's better to buy a little more expensive".

The former king of the machine has now completely lost his qualifications to serve on the table.

This time, Nokia has set off a storm in the market with the replica 3210, but the brand and consumers are clear that no one will use this phone in their daily life, and more people just follow the trend to buy it like chasing a new toy, and then put it in the cold.

Nokia's reproduction of the classic drama this time is not Concubine Xi's return to the palace, but more like Concubine Hua's short-term resurgence. What Nokia is pursuing is only to make a wave of quick money, not to do a long-term business.

Nokia used to be the king of the mobile phone market, and since 1996, it has maintained the first market share for 15 consecutive years.

In 2010, Apple released the iPhone 4, and the smartphone market ushered in rapid growth. Wind data shows that at the beginning of 2011, the market share of smartphones in China was only 15.8%, and by the beginning of 2014, this figure had risen to 88.1%.

During this period, not only Apple's new products were sought after with each generation, but other brands such as Samsung and Xiaomi also achieved rapid market expansion with the momentum of smartphones.

And Nokia's layout in the smartphone market is obviously lagging behind, and the result is that it quickly falls behind.

In 2014, Nokia officially withdrew from smartphone hardware manufacturing by selling its devices and services business to Microsoft, ending its history as a mobile phone manufacturer.

In 2016, Nokia granted exclusive worldwide access to phones and tablets to HMD Global, a new company founded by former Nokia executives, and has since paid Nokia a licensing fee for every Nokia-branded phone sold.

After obtaining Nokia's authorization, HMD has launched several smartphones, and with the brand influence accumulated in the past and the support of a group of loyal "Nuo fans", it has just achieved a certain market response.

However, with the rapid development of the smartphone market, HMD lacks core competitiveness in the mid-to-high-end market, and the gap with Huawei, Samsung, and Apple is gradually widening, and finally it can no longer catch up.

2019年,HMD发布了Nokia 9 Pure View,市场态度降至冰点。

The first is that the hardware configuration is insufficient, equipped with the outdated Qualcomm Snapdragon 845 processor, and the mainstream flagship mobile phone has begun to use the 855 processor at that time; The second is the lack of battery life, with a battery capacity of only 3320mAh, which is far lower than the 4200mAh battery capacity of the Huawei P30 Pro in the same period; The main photo function, but it takes 7 seconds to view the photo after shooting, and the design of the rear 5 cameras has also been complained about "forcing death to fear".

What's even more unacceptable is that it's not cheap. The price of the national version of the 6GB+128GB version (6GB of random access memory + 128GB of internal storage) reached 5499 yuan, and the starting price of Huawei's high-end flagship P30 Pro at that time was only 5488 yuan.

After the Nokia 9 Pure View, Nokia has fully fallen into the market below 1,000 yuan, which is why Nokia's flagship store is basically full of feature phones and low-end Android phones.

The audience of feature phones is the elderly, children and people who need spare machines, this part of the market is very small, but HMD obviously doesn't want to roll, just keep this small cake, from time to time to reproduce some classic models, make some nostalgic money.

According to incomplete statistics from "DT Business Observation", Nokia has launched many replica models.

This 3210 remake is just one of Nokia's many reproductions, because it just stepped on the current retro resurgence mood, so it quickly became popular.

However, Nokia's remastered game won't be played a few times.

At the beginning of this year, HMD Global launched its own mobile phone brand, HMD, and changed the name of the X platform account from @nokiamobile to @HMDglobal.

In 2026, the ten-year brand licensing contract between HMD and Nokia is about to expire, and both parties choose not to renew the contract, and HMD will focus on its own brands in the future.

In the 10-year contract, if HMD has ever dreamed of reviving Nokia's former glory, the answer may be yes.

But the reality is that in the last two years of the contract, HMD may be more pragmatic and just want to seize the last business opportunity and make a little bit of money.

Write at the end

In 1999, the classic Nokia 3210 was introduced, and it became popular all over the world.

In 2004, the millennial wave made a comeback with the all-new Nokia 3210, bringing memories of the Y2K it once was.

On the official Weibo of Nokia mobile phone, the latest Weibo reads: At 10 o'clock on June 12, a small number of spot sales will be opened again.

In a few days, another group of people will pay for the pixels or feelings, but judging from the feedback on social media, people are gradually coming back to their senses after the "crazy rush".

In addition to feelings, there is no lack of disappointment: "Nokia 3210, in addition to the reproduction, only the reproduction." ”

But mobile phones are electronic products after all, and at the moment when technology is rapidly iterating and changing with each passing day, perhaps feelings + innovation is a more lasting road to popularity.

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