Civil | Wei Hang
On May 5, now view exposure flaming SamSung mobile phone.
Two years ago, month in and month out of 4 years old of little girls causes facial ministry to get hurt because of explosion of SamSung Note4 mobile phone, the doctor is diagnosed belong to 2 degrees of burn.
After explosive half an year, burn of month in and month out of appraisal of judicatory of classics legal medical expert belongs to 8 class to disable.
In month in and month out one feels helpless when, the small gain user that dimension authority holds to in incident of SamSung Note7 spontaneous combustion often is answered, find them to express to be willing to help them sue SamSung together.
On September 25, 2016, often counter-purchase bought a nation travel SamSung Note7.
But when charging normally for the first time, abrupt fume burns, burned out notebook computer.
The machine that on the net everybody has exploded to Note7 advocate discharged an order, often answer just discharge the 4th.
SamSung acceptance is in global recall 2.5 million Note7, but do not include China.
Of SamSung strong the bibcock that depending on his once was share of market of Chinese mobile phone, guest of inn big bully.
But Chinese consumer hits facial SamSung quickly, short lustrum, the market share that SamSung mobile phone is in China from 20% drop to 0.8% all the way.
SamSung explosion door is SamSung is in China gradually nevertheless the epitome of market declining tendency.
01
1988, samSung mobile phone enters the initial stage of mobile phone market, lie actually weak force level.
Wait to be compared with Nuojiya, Motolora, do not have brand advantage already, lack a mobile phone to make experience again.
Because be opposite,nevertheless market sale and the acumen that the brand locates are caught, samSung rolled out A408 of mobile phone of SH700 of ultrathin mobile phone, female in functional machine times, a land is made in functional machine times.
2007 the 2nd quarter, samSung replaces Motolora, occupational the whole world the position of brand of the 2nd old mobile phone.
And in arrive from functional mobile phone in the changeover tide of the smartphone, just be SamSung true the market that one battle becomes famous.
The SamSung group of backside of SamSung mobile phone, it is processing factory of a commissariat only so. Be opposite as afterwar Korea government of ethical company give aid to, samSung enterprise begins rapid development.
SamSung electron held water 1969, make from home appliance subsequently begin to go up to industrial catenary gradually downstream and outspread, mastered the core technology such as face plate of memory, processor, picture tube, liquid crystal gradually.
Accordingly, in smartphone times, samSung has the technology of research and development of all fittings on the smartphone almost, then it accumulates its old technique conformity to rise in succession, make sure SamSung mobile phone has top-ranking screen, chip, memory, CMOS, scene.
In March 2010, samSung rolls out Galaxy S I9000 of admiral mobile phone, this mobile phone it may be said that deployed resolution of 4 inches of 800*480 to show processor of screen, embarking Exynos 3110 amaze the people with a single brilliant feat, not minor sensation was caused in the smartphone bound at that time.
2011, samSung take advantage of an opportunity rolls out Galaxy S2, this is SamSung mobile phone of the first double nucleus, in weak point record of 5 million shipment was reached inside 85 days, with one action makes the mobile telephone with highest at that time sales volume.
December 2011, samSung with the whole world the first city is occupied rate throw the old rival such as Nuojiya, Motolora, Suo Ni, the whole world that ascend a top is the greatest the mobile phone is the oldest manufacturer throne.
2013, samSung carries high grade product + large-scale advertisement and sale bomb, drive sales volume of its mobile phone to be climbed successively litre, in in those days Chinese market is had rate exceeded near 20% , become China business of brand of the oldest mobile phone, this also is SamSung the summit summit hour in Chinese market.
The HTC president Wang Xuegong later once was in in those days in interviewing, express, what because should give oneself the mobile phone,the product such as the screen of SamSung meets is preferential offer money, bring about HTC product to appear on the market suffer be restricted.
Bring about in after this in very long period of time, china for, many mobile phone manufacturers such as HTC, Jin Li unless as a last resort, otherwise not preferential purchase SamSung fittings.
2013, also be the last summit summit of SamSung.
02
The disfavor that SamSung is in China, the most primary reason, rise abruptly be homebred mobile phone in the round.
Somebody thinks, samSung is rapid after Note7 explosion door decline.
But actually, the be on the wane of SamSung only then 2013.
2014, millet is taking a new force suddenly rises of times of Internet mobile phone, surmount SamSung to rank the first, samSung drops to the 2nd, drop achieve 22.4% .
2015, millet maintains the first, china to come to the 2nd, apple the 3rd, ov distributes a line 45.
That year, the type of pattern solicit comments of 5 strong contend for hegemony forms market of Chinese mobile phone.
On the product, of SamSung be on the wane depend on at all, price of its admiral machine is higher and higher, but oversight in the construction of upright machine, lack is strong in upright machine.
As 2014 China be in for Mate series a new force suddenly rises of high-end market, the S series of SamSung and Note series are the pronoun of high-end Android mobile phone no longer.
Be in in upright market, as Vivo, OPPO, China to wait for the rise of mobile phone manufacturer, samSung also wards off blows feebly. In the market of 2000 yuan of less than, the rise that waits as millet, honor, samSung is portion all is broken more.
Next, inherent proud make with superior move the demand that SamSung often ignores Chinese user and appeal to beg.
Consumer is actual, buy a mobile phone, the no more than that value is the price, brand and function, even many people value brand and value only.
The construction of the brand, the formation of good public praise does not have a law to accomplish in one move, need long construction and the investment of a large number of resource.
But, once some have damage,handle at the thing of the brand undeserved, the likelihood is destroyed at once.
Actually, it is Chinese market not merely, in the whole world a lot of markets are staging the thing that Chinese market has produced.
In India, millet pulls SamSung discontinue, before 5 in, 4 come from at China;
Be in Europe, samSung market share drops 15.4% , millet and China go up greatly to received sales volume.
03
Boom7 incident, it is the last straw that collapses SamSung mobile phone.
On November 8, 2016, samSung bought the United States " wall street daily " " new York Times " " Washington Post " space of a whole page of ad of full page of 3 big paper.
Hold the apologetic letter of CEO concurrently to carry president of North America area only, to consumer excuse of the United States, under photograph comparing, chinese consumer interest the word was not carried.
At the outset for with IPhone7 one relatively on any account, samSung Note7 shifted to an earlier date designedly a many month is released, name its span directly from Note5 Note7.
Rose drove a late market early greatly, and the ability of crisis public relations of SamSung is serious lag, make this crisis incident slippery to deeper.
Appear on the market just a many month, samSung Note7 is in the whole world is multilateral and successive explosion.
On September 2, 2016, korea SamSung electron is in an Er hold a press conference, confirm will be inside global limits smartphone of recall Galaxy Note7.
But recall does not include Chinese market, the specification of SamSung is to arrive briefly more be not worth 200 words.
The mobile phone of Chinese market does not have a problem, consumer can be at ease use.
When the country went on September 18, 2016 Note7 head after scamper, samSung government gives out detect it is exterior that the report shows explosive account heat be caused by.
Be in successive after mobile phone of travel of a few countries explodes, to October 11 SamSung must announce the country goes mobile phone recall.
Domestic consumer is to this one impression of SamSung " the bearing is very proud. Domestic consumer is to this one impression of SamSung " the bearing is very proud..
Look in SamSung government, the likelihood is right new manufacturing mobile phone confidence is full, the country of Chinese market goes the explosion of Note7 should be a case merely, detect accident reason, send a statement with respect to everything is just fine.
Although successive explosion also is to get through hastily after a few take second place, announce till finally the country goes as a last resort recall.
Appear when the product of other area problem, should realize the country is put possibly also in the problem all right.
Cannot appearing especially a blast later apathetic still, regretful is SamSung government do not have to the crisis collective that hide feeling, did not face any preparation of the crisis at all.
Travel Note7 is in the country 6 after connecting scamper, chinese consumer is in eventually will wait on September 29 came the apology of SamSung electron.
However in the apologetic statement on government-owned net, more detect is in that those who emphasize SamSung explosion mobile phone is the place that burn caustic as a result, be not in batteries area, illative for exterior heat be caused by.
Be opposite in article recall the word was not carried, more let consumer feel devoid sincerity.
On October 11, travel Note7 is in the country after accident of the overheat that experiences for many times, combustion, samSung announces recall eventually.
But the detailed rules returning money of SamSung is not synchronous come on stage, customer service explains to after wanting to wait for detailed rules to come on stage, just can be dealt with.
SamSung mobile phone is in " fire fighting incident " in it is difficult to hide, also be a portraiture that be paid no attention to to Chinese market consumer and slights actually.
The reason of backside deep administrative levels is this locality those who influence apiration and ability is defective, samSung is in China of mobile phone market exiting is inevitable result.
04
How is SamSung met in Chinese future?
Although the mobile phone sells be no good, but forgetting SamSung is a group.
SamSung electron 2018 first half of the year, chinese market sale amounts to about 167.3 billion yuan of RMBs, occupy in global sale than exceeding America first, major servicing comes from at the electron yuan parts of an apparatus.
Began 2013, sale of market of SamSung electron China is occupied in the whole world promote than year after year, between 4 years of half from 18.5% , promotion comes 32.7% .
Before sale occupies the America of brunt market to come than dropping 2017 30.2% hind, 2018 put only first half of the year 26% .
Main reason is the main client that Chinese IT enterprise is SamSung memory chip more, and American trade protectionism looks up, the product such as SamSung smartphone, TV decreases relatively in Euramerican sales volume.
SamSung electron this company is forward first half of the year 11% what the sale of 5 big clients occupies SamSung electron total sales, its China is is to enter this list first.
However, 2018 the 2nd quarter, china to exceed an apple first, rank in share of market of smartphone whole world the 2nd.
To SamSung character, china for since competitor, it is a client.
SamSung sends force truly, it is market of yuan of parts of an apparatus, became package provider.
Market of Chinese mobile phone is the Red Sea already, with its miserable intense wrestle is killed, be inferior to lightsome face about, be in the market reaps yuan of parts of an apparatus happily profit.
We perhaps do not dead SamSung forever.
