Can Apple take over the first throne after Samsung's "explosion gate"?

Lei Feng network: According to the author of this article, the depth of the Internet and technology circles watchers, the founder of Ruizhi.com.

Samsung Galaxy Note 7 was launched globally in August this year, but it has caused nearly 40 explosions worldwide since its launch on the Samsung Galaxy Note 7. The explosion of Samsung’s Note7 intensified for several consecutive days. It also caused Samsung’s deeper depression in the quagmire of problem products. Undoubtedly, Samsung’s mobile phone brand, which sat firmly on the world’s top throne, faced an unprecedented crisis. .

After more than a month of efforts, Samsung said that most markets including the United States and South Korea have already completed the recall of Note 7. However, after the recall, the Samsung explosion has not stopped, and a new security version of Note 7 has gone on the US flight. The regulator may open the investigation again. Samsung even needs to open the second round. recall. It is reported that this troubled machine was a new version of Note 7, which was replaced from AT&T on September 21, and the box has a black square logo. Samsung had previously promised that the batch of machines will no longer have battery problems.

So after the Samsung Galaxy Note 7 has experienced this “explosive door” incident, will it bring impact to Samsung and the entire mobile phone industry?

Samsung cell phone explosion will lead to a serious decline in market share

In many people's opinion, in order to attack the Apple iphone7, to relax the quality of the level on the line, is the fuse of Samsung's explosion, and for this, Samsung has paid an unprecedented heavy price.

Although Note 7 has experienced a problem, Samsung has taken global emergency recall measures. Some analysts believe Samsung’s spending on this recall will cause Samsung’s loss of nearly US$5 billion (about 33.4 billion yuan) in revenue. In addition to the direct recall losses, Samsung Electronics also experienced great shocks in the capital market. On September 9 and September 12 only, Samsung's share price fell 11%, and the market value evaporated 22 billion US dollars (about 147 billion yuan).

It is reported that Samsung has said that it has sold 4.2% of all Seagate’s Seagate’s shares held by HDD manufacturers, 4.5% of Rambus’s shares held by all chip companies, 2.9% of ASML’s shares held by half of its semiconductor manufacturing equipment companies, and all of Japanese electronics company Sharp’s. 0.7% of the shares. According to sources, Samsung will sell half of ASML’s shares for US$676 million. According to the closing price, Samsung’s holdings of Seagate, Rambus, and Sharp stocks worth more than US$500 million will help to deal with the cash raised. The cost of recalling the incident.

However, due to Samsung's recall of mobile phones, Samsung's market value shrank more than 10 billion U.S. dollars in early September, and then fell by 15.9 billion U.S. dollars a day later, setting the biggest drop since 2008, and the direct economic losses were very heavy. Since the release of Apple 7, Samsung's stock has fallen even further. Based on the evaporation of market value, Samsung's economic loss on September 12 was equivalent to 16.39 million mobile phones.

In the aftermath of Samsung’s “explosion gate,” Hanjin Shipping Co., the largest shipping company in South Korea, applied for bankruptcy. All major ports in the world are worried about the uncertainty of Hanjin’s financial status. Into the company's cruise ship landing unloading. As a result, Hanjin’s cargo floated on the surface of the sea, and Samsung’s electronics products had 16 containers worth about US$38 million, which made Samsung worse.

This increasingly fierce "explosive door" has brought an unprecedented impact on Samsung's performance that has gradually warmed up. The blow to its brand will also have a far-reaching impact, and its market share will inevitably be impacted.

Domestic mobile phones are eyeing, but the biggest beneficiary is Apple

With the explosion of cell phone explosions, Samsung’s brand has suffered more and more damage. Samsung Electronics seems to have given the industry’s competitors a glimpse of catch-up. In particular, after Samsung Electronics initiated the global recall plan, Samsung Electronics Co., Ltd. stated that the state-run version of the Bank of China officially launched on the Chinese market was not included in the replacement, causing a domestic public opinion crisis. However, China is a country with strong national cohesion. This incident has aroused strong dissatisfaction with Samsung mobile phones among Chinese people and caused the brand image of Samsung to be seriously damaged.

Consumers are increasingly disgusted and inconsistent with Samsung mobile phones. According to Tencent’s data analysis agency, Penguin Zhikuo recently collected feedback from nearly 20,000 smartphone users and investigated the crisis of confidence triggered by the Samsung Note7 incident. Among them, more than 70% of users said that they would not buy Samsung mobile phones. The proportion of non-Samsung mobile phone users reached 87.4%, and over half of mobile phone users' attitude towards Samsung is getting worse. Samsung recalled 1,858 Note 7 phones in China before, but these phones were sold before China sold them in large quantities. However, Samsung said that the two mobile phones that exploded were not in the recalled batch.

Originally, IDC’s China smartphone market released in the second quarter of 2016 showed that Samsung had already fallen out of the top five market share. The decline in Samsung’s market share has caused coveted domestic handset manufacturers such as Huawei, OPPO, Vivo and Xiaomi, plus the “explosion gate” has caused Huawei and Apple to hurry up and more to complete this “opportunity”. leap.

Market research agency Gartner recently announced the global smartphone market sales in the second quarter of 2016, including vendor rankings and system rankings. In terms of manufacturers, Samsung had the highest share of 22.73%, with a 22.3% increase in sales and a 6.5% year-on-year growth. The Galaxy A/J series performed well. Apple ranked fourth with 4.495 million units and 12.9%, but sales fell 7.7% compared to the same period last year, and its share lost 1.7 percentage points. Sales volume fell for the third consecutive quarter. Not only sales in North America and Europe fell, but also In the Greater China and Asia-Pacific markets, it also suffered the most severe setback, which was a decrease of 26%. Chinese manufacturers occupy four seats in TOP10, namely Huawei, OPPO, Xiaomi and vivo.

After this "explosion gate" incident, Samsung has lost a large number of loyal users. According to statistics, 26% of these loyal users have invested in Apple's arms. This also made iPhone7's release complete a perfect "counterattack." According to data from US operator T-mobile, sales of the iPhone 7 and iPhone 7 Plus have reached a historical record in the pre-determined phase, and the order volume has reached four times that of the iPhone 6, which is far exceeding the market's expected result.

Prior to this, an investment bank analyst in South Korea once pointed out that Samsung’s recall will cause Apple’s sales to exceed 100 million units this year. It said South Korea’s apple suppliers had previously received 80 million to 85 million iPhone 7 parts orders. Today, these orders were added to 17% to 25%. According to a rough estimate, iPhone 7 sales are expected to exceed 100 million. It has to be said that Samsung's recall of Note7 in the world has intangibly boosted the sales of Apple, its main rival. As the leader of this incident, the U.S. government has really contributed to it. Some outsiders speculated that the U.S. government has vigorously blocked Samsung and said that it is clearing for the apple.

Regaining consumer confidence has become Samsung's unprecedented problem

The "explosion gate" for Samsung is not only losing up to 1 billion US dollars in economic revenue, there is a large number of fans of Samsung products support and trust. It's hard to grab the opportunity in time, but lost the market and face due to quality problems. The new mobile phone was just listed on the market for two weeks. It's probably Samsung's biggest joke.

The bombings have also continued to ferment, and aviation authorities and airlines in various countries have issued warnings. It is strongly recommended that passengers do not use this phone while on the plane, do not charge the Note 7, and do not place it in the checked luggage. This makes Samsung Note 7 users are very embarrassed when flying.

At the same time, in order to prevent the occurrence of even greater disasters and to ensure the safety of users from the fundamentals of preventing accidents, Samsung will also fully replace the SDI batteries used in Note 7 while announcing the global mobile phone recall. In the future, a new batch of Note 7 will completely abandon SDI batteries and switch to Chinese manufacturer ATL.

Even if you replace the battery with a new one, even if you like the Samsung's new machine, when consumers once again face the accident Note 7, deep inside will still hide a trace of anxiety, and this is deadly to Samsung A blow. Just a few days ago, Samsung took a lawsuit because of the explosion of washing machines in the United States. Samsung’s rebuilding of consumer confidence may be even more difficult.

Mobile phone problems can be recalled, but Samsung's long-term efforts to build trust is difficult to recover in a short time, Samsung has now fallen into the worst crisis of confidence in history, and may even spread to other product lines. Credit Suisse analyst said that the Samsung Galaxy Note7 recall such an accident has seriously affected Samsung's market reputation issues.

In short, the mobile phone market is changing and technological innovation is changing with each passing day. There are numerous examples of the sudden collapse of mobile giants.

In September 2013, Microsoft announced that it has acquired Nokia's equipment and services division (Nokia Mobile Phone Business) for approximately 5.44 billion euros, and obtained licenses for related patents and brands. In late April 2014, Nokia announced that it had completed the transaction with Microsoft’s mobile phone business and formally withdrew from the mobile phone market.

Lenovo Group announced in October 2015 that the company has completed the acquisition of Motorola's mobile business. Purchased by Lenovo and others. This also means that Lenovo Group will formally include Motorola’s former mobile communications business spree.

September 2016 was once an era of brilliant BlackBerry announced the end of the production of mobile phones, withdraw from the hardware business, unable to move the business to software development.

This is the bloody lesson of the mobile phone industry, one step wrong, full of losses, Samsung experienced this "explosive door", will not become the next mobile phone industry fallen stars is not yet known, but the first position It is indeed precarious.

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