Samsung borrows the mid-end market to boost China’s business or regain “machine tactics” to regain lost ground

Recently, Samsung announced that it will accelerate into the mid-end market and launch the first 4-camera mobile phone product on the market.

It is worth noting that Samsung also launched a “customized version” for the Chinese market, namely the mid-range smartphone series Galaxy A. Unlike Apple’s high-priced strategy, Samsung has lowered the price of the new phone.

Gao Dongzhen, president of Samsung Electronics’ mobile communication department, said: “Samsung deeply analyzes the needs of young consumers, bringing them the Galaxy A9s with rear four cameras and the Galaxy A6s with stylish design. Samsung will also Faster innovation speeds to meet the segmentation needs of more consumers.”

The industry believes: “From the action of Samsung on the mobile phone, its positioning and strategy in the Chinese market has changed. In addition to the high-end field, Samsung has accelerated into the low-end market. At the same time, Samsung pays more attention to segmentation. The market, its low-price strategy will also have an impact on the Chinese mobile phone market, and customized mobile phones may become the future direction of Samsung.”

It is reported that the Galaxy A9s launched by Samsung is the most mobile phone with the rear lens on the market, and the Galaxy A6s is specially customized for the emerging consumer groups in China.

Samsung insiders said that the price of Samsung’s new mid-range products has not risen, and some have been lowered, but there have been major changes and innovations, which means that Samsung’s innovation is not limited to high-end products, but It will cover a wider range of products.

Samsung is accelerating its efforts in the mid-end market, which is related to the market environment it is facing in the near future. In recent years, the environment in the Chinese market has undergone great changes, and Samsung’s position has also changed. The sales volume of the mobile phone in the third quarter of 2018, which is just released by Sino, shows that Samsung sold 1.23 million units in the Chinese market in the third quarter, with a market share of 1.1%, which has a certain decline, but its ranking has risen, ranking in the Chinese market. 9th place. However, in 2012, Samsung mobile phones ranked first in the Chinese market. Nowadays, when Chinese brands such as Huawei and Xiaomi quickly seized the market, Samsung’s lack of mid-range is considered by the outside world to be one of the important reasons for its decline in sales.

Kang Wei, a communications industry expert, believes: “Samsung is trying to reinvigorate its market position by expanding its high-end market and expanding its high-end market while leveraging the transformation and upgrading of China’s consumer electronics industry to expand its market share in the low-end market. The Samsung A9s released by Samsung is a major innovation of Samsung. Samsung tried to regain lost ground in the current competitive market and seize the loss that Apple is losing. However, whether this product can win the market or not depends on it. If its market performance is good, Samsung’s flagship machine will adopt four camera configurations. With Samsung’s brand premium, the price of this new product is lower than market expectations. It is obvious that Samsung still attaches great importance to the Chinese market.”

In terms of tactics, Samsung has achieved success with machine-sea tactics, covering a broad product line from 200 yuan to 10,000 yuan, making it an important position in the global market. Then, in the fierce competition in the market, Samsung began to cut models on a large scale. Today, Samsung has also adjusted its tactics.

Regarding Samsung’s positioning and tactics, Kang Wei believes: “In the past, Samsung mobile phones were mainly high-end in the Chinese market, and this year’s simultaneous low-end market. From Samsung’s latest mid-range mobile phone Samsung A9s and thousands of Samsung A6s, It has accelerated the seizure of the low-end market and tapped the purchasing power of young consumer groups. Samsung is trying to regain its market with ‘machine tactics’ and expects Samsung to continue to launch a large number of A-series phones.”

It is worth noting that recently, Samsung also revealed that it will launch UFS 3.0 commercial products in the first half of 2019, and will launch commercial LPDDR5 memory in 2020, and launch 5G mobile phones earlier next year.

“In the 5G era, many mobile phone manufacturers have ushered in new opportunities in the Chinese market. Samsung has also made a lot of reserves in 5G, and tried to develop mature 5G mobile phones in the world, relying on operators to seize the opportunity to seize the opportunity.” People say that.