[Global Network Technology Reporter Chen Jian] Samsung has performed at a global scale this year and has consolidated its position in the world. However, in the Chinese market, Samsung's mobile phone has encountered Waterloo, and its market share has continued to decline.
According to the US market research and consulting company "Strategic Analysis (SA)" on the 3rd, Samsung's smartphone shipments worldwide reached 83.40 million units in the third quarter of this year, with a market share of 21.2%, ranking first in the third consecutive quarter. .
However, in the Chinese market, the share of Samsung mobile phones continued to decline. According to a report by South Korean Herald, a Korean media report, market research firm Strategy Analytics said that in the third quarter of this year, Samsung’s share in the Chinese smartphone market was 2%, ranking ninth. Now, it expects Samsung's share in the fourth quarter of this year will further fall to 1.6%.
In the just-concluded Tmall XI, in the sales of mobile phones, Samsung also lags far behind domestic manufacturers in brand sales and brand sales, and has not entered the top five. From the perspective of brand sales figures, there are 8 domestic mobile phone brands in TOP10.
Samsung was once second only to Nokia in the era of non-intelligent machines, and it has been in the leading position in the market. It has also achieved a 20% market share in the Chinese market. However, with the rapid rise of domestic mobile phone manufacturers such as Huawei and Xiaomi, Samsung's high and low-priced market strategy has made it difficult for Samsung to adapt. Although Samsung is still eye-catching in the high-end market, the heights of S8 and Note 8 are still hardly comparable to domestic mobile phones. It is one of the few products that can compete with Apple, but there are few products that can compete with VIVO, OPPO, and Xiaomi. Due to the lack of appeal of the Apple brand and the high selling price, the Hot Note 8 in the world is almost unattended in China. Coupled with the impact of Samsung's Note 7 incident, Samsung has not fully recovered consumer trust from the brand's reputation.
Lee Byung-tae, a professor at the Korea Academy of Science and Technology, said: “Samsung is trying to break the high and low price market structure of Chinese mobile phone manufacturers, and it is very difficult for China’s domestic mobile phones to actively explore overseas markets such as India. In these markets, Samsung LG will further be subject to global pressure from Chinese manufacturers and market share is expected to decline further."
South Korea’s analysts also pointed out that Samsung’s competitor Apple’s recovery in the Chinese market is currently evident because of the popularity of iPhone X, Apple’s share of the Chinese smartphone market in the fourth quarter is expected to increase from 7.2% in the third quarter to 10.7. % is the only foreign brand in the top five in the Chinese market. The top four are Huawei, Xiaomi, OPPO and VIVO. The total share of these local manufacturers in the Chinese smartphone market is 66%, but with the strong iPhone X, It is likely to stabilize at 57.1% in the fourth quarter, and Samsung will further decline to 1.6%.
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