Samsung held a China conference in Guangzhou, and Samsung's flagship S9/S9+ series mobile phones officially landed in China. In fact, this product was released during the just-concluded MWC2018 (Global Mobile Communications Conference). Only one week later, this product landed in China. The time is fast compared with the previous Samsung flagship product. From the pricing point of view, the release price is nearly 300 yuan lower than the pre-sale price. These changes are unprecedented.
Taking this opportunity, I interviewed Quan Guixian, president of Samsung Electronics Greater China, to see some changes and developments of Samsung Electronics in China.
From the just-released Samsung's fourth-quarter and full-year earnings report, Samsung's annual revenue reached 239.58 trillion won compared with 2016, a 19% increase, net profit of 53.7 trillion won, an increase of 83%, breaking The history of Samsung's sales; despite Samsung's full-year revenue growth, the overall mobile phone business has declined, as has the Chinese market. And Quan Guixian is trying to warm up the mobile phone business that has suffered from severe cold.
Flat organizational structure, let Chinese people do Chinese thingsOn May 11, last year, Quan Guixian was officially appointed as the president of Samsung Electronics Greater China. He has served as the head of the Samsung Electronics Sports Camp team, senior vice president of Samsung Electronics Southeast Asia and West Asia PM, and served as a diplomat. He just sorted out the staff structure in China.
Last year, Samsung made a major innovation in its organizational structure: the elimination of seven domestic branches, the organizational structure was flatter, and it became 23 branches.
Quan Guixian said that the purpose of doing this is to promote localization quickly and thoroughly. Quan Guixian, who has visited dozens of countries, knows that as a multinational company, localization is very important everywhere.
The main purpose of turning the original seven branches into 23 branches is to change this situation and let more Chinese people take charge of the Chinese market. One year later, the general managers of these basic branches are basically owned by the Chinese, and the branches responsible for home appliances are all responsible for the Chinese. In addition to the large number of Chinese people employed in the operation, there are also products suitable for localization in research and development.
In the view of Quan Guixian, after nearly a year of precipitation, the company's localization process has entered a stable period: the competitiveness of products has been continuously improved; marketing capabilities have also improved significantly, this year increased brand spokesperson; the ability of retail operations is even more It has made great progress and the actual coverage has increased by 30%.
Last year's keyword was "recovery," and this year's keyword is "growth."Regarding the product performance last year, Quan Guixian admits that it is not ideal, but more importantly, he wants to “restore the trust relationship and self-confidence with channel vendors and users†through the two flagship products S8/Note8 released last year. Through the operation of S8, Samsung has restored the sales trust of the channel, and also restored the trust of consumers, while the battery performance of Note 8 allows users to rebuild trust in Samsung.
If last year was regarded as the process of “returning to rebuildâ€, then the S9/S9+ released this year is also the time to come out.
Quan Guixian hopes that there will be new breakthroughs in sales and performance this year. First of all, he hopes to stimulate sales with "sincerity." He said that the price of S9 starts from 5,799 yuan, which is only 100 yuan higher than the initial listing price of S8. In addition to operating costs, marketing costs and rising component prices, such pricing can be said that S9 did not pursue high profits as the original intention, but to continue to give back to consumers and restore more solid trust, made "Sincerity pricing."
At the same time, in early 2018, the Galaxy S8 carried out an official price adjustment, the price sinked to the price of 4,000 yuan, and the sales of the S8 have further improved. This has played a very practical help for the recovery of Samsung mobile phones in the mid-to-high-end market. .
In addition to the flagship product, Quan Guixian also revealed that in the second half of this year, there will be more products to be listed, in order to make up for the lack of competitiveness before.
Gain insight into user needs and fill gapsIn addition to changes in business operations and marketing, Samsung has made no significant improvement in the product itself.
Quan Guixian defines the Samsung S9/S9+ as a product for the generation of 18-35 millennials. Samsung Insights China users of this age group found that taking photos became the first demand for mobile phones. So this time S9/S9+ has added F1.5/2.4 intelligent variable aperture, which can automatically adapt to the light environment. When it is dark, it will open F/1.5 large aperture. In bright light environment, it will automatically recognize F/2.4, which is more beautiful. The photo, F/1.5 aperture is currently the largest aperture in mobile phones. The condensing time shooting function can freeze 960 frames in one second, while the average mobile phone only supports 240 frames per second.
In other respects, the game is also the focus of S9, so this time and Tencent deep cooperation in game performance optimization. The color also adds a more suitable color for women. I hope that through the above changes, S9 will become a favorite product of this age.
A future worth looking forward to:This year Samsung kicked off its flagship with the Galaxy S9/S9+. I hope that after the sales breakthrough, we will continue to introduce more products suitable for China. The Samsung artificial intelligence platform Bixby will also launch a more powerful upgraded version in the future.
In the future, Samsung's artificial intelligence platform Bixby will be more integrated with the Internet of Things, users can complete the interaction with smart home appliances through voice. In the long run, Samsung predicts that future industry trends will be dominated by 5G, artificial intelligence and the Internet of Things, and Samsung has been in the field for many years. I hope that by the time China accesses 5G in 2019, Samsung will bring us more surprises.
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