三星公司现在进入中国智能手机市场还为时已晚吗？他们该怎么做才能打开中国智能手机市场的大门？

Dante Wong
Asking whether it’s too late for Samsung to “get into” the Chinese market and then asking what Samsung can do to “get their foot in the door” in regard to the Chinese smartphone market…
These questions come across as very, very strange.
Why?
Because the assumption underlying both these questions is that Samsung has never been in the Chinese market.
Which is plain wrong.
Samsung was actually an early entrant into the Chinese smartphone market.
Their phones took off quite well and Samsung enjoyed early success.
However, I remember that around 2014 or so, their shares started dropping precipitously.
Why?
They were slow, lumbering, culturally tone-deaf and because of that, they simply could not compete with Xiaomi, Oppo, Vivo, Huawei, and Apple.
Xiaomi started selling smartphones online instead of in physical stores and thus were able to sell phones for much lower prices - Samsung did not react.
Oppo and Vivo focused on capturing the rural areas and lower tier cities - Samsung’s top brass were largely Korean ex-pats… Samsung did not have the relationships or distribution points to go toe-to-toe with Oppo and Vivo in the Chinese countryside. To put it another way, the Korean top brass at Samsung had little idea of the realities of rural China.
Apple signed its first major carrier deal in China in 2013, which gave it great distribution, and of course, its first big iPhone - the big screen was a hit with Chinese smartphone consumers.
Huawei released the Mate 7, their first extremely competitive flagship phone.
In stark contrast, Galaxy S5, Samsung’s flagship, was … not good. (Google it)

关于是否三星现在进入中国市场为时已晚？以及他们可以采取什么措施进入中国智能手机市场？
这些问题听起来非常奇怪。 为什么？ 因为这两个问题的基本假设是三星从未进入过中国市场。 这是完全错误的。 实际上，三星是中国智能手机市场的早期进入者。 他们的手机取得了不错的成功，并且很快就得到了初步的成果。 然而，我记得大约在2014年左右，他们的股份开始急剧下滑。 为什么？ 因为他们行动缓慢，呆板，文化上缺乏敏感性，因此无法与小米，Oppo，Vivo，华为和苹果竞争。 小米开始在线销售智能手机，而不是在实体商店销售，因此能够以更低的价格出售手机 - 但三星没有反应。 OPPO和vivo专注于占领农村地区和下层城市 - 三星的高管大部分是韩国侨民 ... 三星没有维护关系或发展销售网络去与 Oppo 和 Vivo 在中国农村竞争。 换句话说，三星的韩国高管几乎不了解中国农村的现实情况。 苹果在2013年签署了其在中国的第一份重要运营商协议，从而获得了良好的分销渠道，并且因其首款大屏幕iPhone取得了巨大成功。 华为发布了Mate 7，他们的第一个极具竞争力的旗舰手机。相比之下，三星的旗舰Galaxy S5不太好用（可以上网查一下）。因此可以说，三星虽然曾成功进入过中国市场，但由于策略、文化敏感度等问题，未能在激烈的市场竞争中保持领先地位。

So, Samsung started losing the premium segment to Apple and Huawei.
There were some other culturally tone-deaf blunders.
But Samsung’s worst blunder in China must surely be how it handled the Note 7 crisis.
You should remember the Note 7.
The phone that had, er, fire issues.
Samsung tried to manage this, on a worldwide scale, by calling for a global product recall.
But for whatever reason, Samsung decided that Chinese Note 7s would be exempt from the recall.
Obviously, the outrage from Chinese customers was swift and very vocal.
Eventually, Samsung gave in and recalled the Chinese Note 7s as well - but they never recovered from the reputational damage caused by their bizarre handling of the Chinese Note 7 recall.
By 2018, Samsung had become irrelevant in the Chinese smartphone market.
In 2019, Samsung closed its last smartphone manufacturing plant in China.
In 2021, Samsung’s market share in the Chinese smartphone market was 0.6%.
In short, Samsung is very likely never getting back into the Chinese smartphone market.

所以，三星开始输掉高端市场给苹果和华为。 还有一些文化上的烦恼。 但三星在中国最大的失误肯定是他们如何处理Note 7危机。 你应该还记得Note 7手机。 有着火问题的那个手机。 三星试图通过全球范围内的产品召回来解决这个问题。
但出于某种原因，三星决定豁免中国版的Note 7召回。 显然，中国客户的愤怒非常迅速和强烈。 最终，三星屈服并召回了中国版的Note 7-但他们从其对中国版Note 7召回的奇怪处理引起的声誉损害中从未恢复过来。
到2018年，三星在中国智能手机市场已经变得无关紧要。 2019年，三星关闭了在中国的最后一个智能手机制造工厂。 2021年，三星在中国智能手机市场的市场份额为0.6％。 简而言之，很可能三星再也无法进入中国智能手机市场了。

Feelix Wee
The Note 7 issue was truly bizzare. It's like Samsung telling Chinese customers that their rights and lives aren't important when the Note decides to become an exploding grenade. Have Samsung ever explained why they initially behaved like this?

Note 7的问题真是离奇。就好像三星告诉中国消费者，当Note手机变成爆炸手榴弹时，他们的权益和生命并不重要。三星有没有解释他们最初为什么会这样行事？

Nathaniel
The problem was originally thought to be a faulty battery issue and the Chinese phones used a different battery so they shouldn’t have the issue.
The problem was that it was a design fault. The case was too small so when the battery expanded slightly when charging it rubbed and could explode.
Having a different brand of battery didn’t stop the flaw but it took a few weeks to find this out and Samsung assumed anyone that had a phone explode was faking it since they figured out incorrectly that it was faulty batteries which wouldn’t be an issue in China.

最初认为的问题是一个有故障的电池问题，而中国手机使用了不同的电池，所以不应该存在这个问题。 问题在于这是一个设计瑕疵。手机外壳太小了，因此当电池充电时膨胀一点点时，就会摩擦并可能爆炸。 使用不同品牌的电池并没有阻止这个缺陷，但需要几周时间才能找到这个问题。三星假设任何爆炸的手机都是伪造的，因为他们错误地认定这是有故障的电池引起的问题，而这在中国不会是一个问题。

Dossie
I think they said Chinese version used a different battery type or technology, something like that.

我想他们说中国版使用了不同类型或技术的电池，类似于这样的解释。

Ben Lee
I got burnt by the Samsung Galaxy Note 7.
Used to own several Note series Samsung phones but it ended with Samsung Galaxy Note 7 fiasco.
I got stuck with a new 24 months contract and no phone. The “compensation" was what I paid for the phone on contract but the monthly contract fee was mine to bear.
That was my last Samsung.

我曾经被三星Galaxy Note 7手机烧伤过。 曾经拥有几台Note系列的三星手机，但最后因为三星Galaxy Note 7的惨败而告终。 我被困在一个新的24个月合同中，却没有手机。所谓的"补偿"只是我合同上支付的手机费用，而每月的合同费用则由我承担。 那是我最后一部三星手机了。

Cherry Chow
As someone who used to use a Samsung S5, it was actually quite nice. Was the S6 that sucked. So did the S7, I'm glad I didn't buy those two. S8 was pretty good, but the S9 and onwards were way too similar to the S8, so after my S8 broke last summer I switched to an Oppo. It had most of the features of the S series (minus wireless charging, should have bought a Xiaomi) at half the price, so far am not regretting the decision.
Samsung phones are much too expensive for my tastes these days, but Samsung TVs, they're good, very worth it. Just don't buy their washing machines, I've heard bad things about them.

作为曾经使用三星S5的人来说，它实际上非常好用。S6很差劲，S7也一样，我很高兴没有买这两个型号。S8还不错，但S9及以后的机型与S8相似度太高，所以去年夏天我的S8坏了后，我就换成了一个Oppo手机。它几乎拥有S系列手机的所有功能（除了无线充电，本应该买小米），但价格只有一半，到目前为止我并没有后悔这个决定。如今三星手机对我来说太贵了，但是三星电视很好用，非常值得购买。只是不要买他们的洗衣机，我听说它们不好用。

Thucas Lu
Without thad, it would fail.
Foreign companies often make a common mistake in China: Distrust local employees.
This leads to the lack of decision-making authority of the local management team. Many things need to be reported and approved to the remote headquarters. This makes them insensitive. Unable to cope with the fierce attack of local enterprises.
Amazon and Alibaba. Tencent QQ and Microsoft MSN. For the same reason. This causes the dwarf to defeat the giant.
Samsung's local competitors are no longer dwarfs. Without the US government's crackdown on Huawei. Even apples. It is also likely to be robbed of the Chinese market by Huawei.
Samsung's clumsy response after the mobile phone explosion. In itself, it is the result of distrust of the local management team. Without strong local competitors, the consequences may not be too serious. However, China at that time. Xiaomi, oppo, vivo and Huawei have grown up. Huaqiangbei also has thousands of mobile phone enterprises looking for market opportunities. The market competition is very fierce.
The trade friction between China and the United States is so fierce. Apple can still succeed in the Chinese market.
The management level of an enterprise is the decisive factor.

在中国，如果没有THAD反导系统，事情就会失败。 外国公司在中国经常犯一个共同的错误：不信任当地员工。这导致了当地管理团队缺乏决策权。很多事情需要报告并获得远程总部的批准，这使得他们缺乏灵敏度，无法应对当地企业的激烈攻击。像亚马逊和阿里巴巴，腾讯QQ和微软MSN一样，都因为同样的原因而失败。这导致了袖珍者击败巨人。三星的本地竞争对手已不再是侏儒。如果没有美国政府对华为的打压，甚至苹果公司也可能被华为抢占中国市场。三星在手机爆炸事件后笨拙的反应，本身就是对当地管理团队的不信任的结果。如果没有强大的地方竞争对手，后果可能不会太严重。然而，在当时的中国，小米、oppo、vivo和华为已经成长起来了。华强北也有成千上万的手机企业在寻求市场机遇。市场竞争非常激烈。中美贸易摩擦如此激烈，苹果仍然可以在中国市场取得成功。企业的管理水平是决定性因素。

Eugene Radchenko
Interestingly, in Russia Samsung is doing pretty well not only in high-end market but also in the mid and lower tiers (although Chinese phones are also very popular).

有趣的是，在俄罗斯，三星在高端市场以外的中低端市场也表现不错（尽管中国手机也非常受欢迎）。

Carlos Botero
In my opinion, Samsung became too premium, that is, to get certain features in a smartphone, you have to pay top prices for top models because those features are not available in less expensive phones.
I’m an engineer, and I don’t really react to emotional propaganda or fanciness to decide which tech I want. I only react to my specific needs and the tech specs of the device.

在我看来，三星变得过于高端了，也就是说，要在智能手机上获得某些功能，你必须支付顶级机型的高价，因为这些功能在较便宜的手机上不可用。 我是一名工程师，我对情感宣传或花哨的东西并不会产生反应，来决定我想要哪种技术。我只会根据我的特定需求和设备的技术规格来做决定。

So I will only buy a smartphone that:
Has AI in the snapshots so photographing documents will always be focused immediately, that is, fast and without blurriness
Has OIS (Optical Image Stabilization) so the videos taken wont be shaky
Can also transmit video by cable to a TV. Deal breaker if it hasn’t video out by cable
Is not OLED because I don’t want burn-in issues. Besides, LED is good enough. Deal breaker if it’s OLED
Has a Barometer, so I can know when rain will actually start
And the smartphone can be average for the rest of specs
So Samsung actually doesn’t offer me a device with those specs. But the Poco X3 by Xiaomi offers those with a quite reduced price (except the OIS).

所以我只会购买具备以下规格的智能手机：
拍照时具备人工智能功能，这样拍摄文件时焦点会立即清晰，即快速而不模糊。
具备光学图像稳定功能（OIS），这样拍摄的视频就不会抖动。
可以通过电缆将视频传输到电视上。如果没有通过电缆输出视频，就是我无法接受的条件。
不是采用OLED屏幕，因为我不想遇到烧屏问题。此外，LED屏幕已经足够好了。如果是OLED屏幕，就是我无法接受的条件。
具备气压计，这样我就能知道雨什么时候真正开始。
其他规格的智能手机可以是中等水平。
所以实际上三星没有提供符合我这些规格的设备。但小米的Poco X3提供了这些功能，并且价格相对较低（除了光学图像稳定功能）。

George
Its because China stole techs and made it on their own. A lot of companies that went to China to do do business had same experiences. Stealing, havking techs. china might be proud that they make decent phones and techs now. But it came from shady stealing and copying and all that stuff. Look whats happening to hawei, all that money putting, they cant even make good chips

这是因为中国QQ了技术并自行复制。许多前往中国做生意的公司都有相同的经历。中国可能为他们现在制造的不错的手机和技术感到自豪。但这些都来自于不光彩的行为。看看华为现在发生的事情，他们投入了那么多资金，却连好的芯片都不能生产出来。

Altos Chu
On your allegation of theft, if you have evidence/facts/info, please provide info and lixs. Otherwise, baseless slanders and accusation of theft is just another item of disinformation.
Let's dissect your incorrect statements in detail:
1.Huawei can't make good chip: wrong. Hisense division of Huawei have designed world class chips to be manufactured by TSMC for Huawei phones. US then crafted laws and regulations to stop TSMC cold (after putting Huawei on entity list).
2. On the other hand, if you mean ‘made’ includes manufacturing of the good chips, then not even Apple, Amazon, Google, Microsoft, Dell, HP, Cicso, AMD, Nvidia are doing any IC manufacturing. Only TSMC, Samsung, Intel are in the advanced IC mfr. No companies in China is in this as US blocked the sales of advanced IC mfr equipment (such as ASML lithography machine) to China.
3. As to the rise of cell phone mfr such aXiaomei...on your allegation of theft, if you have evidence/facts, please provide info and lixs. Otherwise, baseless slander and accusation of theft is just another item of disinformation. If anyone knows how cell phone industry works, one would know that the it has everything to do with the maturation of cell phone industry.Just like PC today, do you think you need to steal anything to assemble a PC? No. even a high school kid can assemble a PC today: get a motherboard with CPU and BIOS and memories, disks, power supply, keyboard and mouse, OS. Voila! Now, more sophiscated mfrs will design their motherboards, but here they get a lot help from Intel/AMD/Nvidia in the form of design spec, reference design, application notes, even application engineers to help and support you. Why? they just want to sell more CPU. Ditto for other IC mfr. As an upstream mfr, you need to provide enough info and support for the downstream mfr. Nothing shady here. No stealing involved. Just normal course of business.

关于你对技术盗窃的指责，如果你有证据、事实或信息，请提供相关信息和链接。否则，毫无根据的诽谤和指控只是一种虚假信息。
让我们详细分析你错误的陈述：
1.华为不能生产好的芯片：错误。华为旗下的海信部门设计了世界级芯片，由台积电为华为手机生产。然后美国制定了法律和法规，冷冻了台积电的合作（在将华为列入实体清单之后）。
2.另一方面，如果你所说的“制造”包括生产好的芯片，那么连苹果、亚马逊、谷歌、微软、戴尔、惠普、思科、AMD、英伟达都没有进行任何芯片制造。只有台积电、三星和英特尔在先进的集成电路制造领域。中国没有任何公司在这方面有进展，因为美国禁止向中国销售先进的集成电路制造设备（例如荷兰ASML公司的光刻机）。
3.至于像小米等手机制造商的崛起...关于你对盗窃的指责，如果你有证据、事实，请提供相关信息和链接。否则，毫无根据的诽谤和指控只是一种虚假信息。如果有人了解手机行业的运作方式，就会知道这与手机行业的成熟有关。就像今天的个人电脑一样，你认为组装电脑需要窃取什么东西吗？不需要。即使是高中生也可以组装一台电脑：获取一块带有CPU和BIOS的主板、内存、硬盘、电源、键盘和鼠标、操作系统。完成！现在，更复杂的制造商将设计自己的主板，但是在这方面，他们从Intel/AMD/Nvidia那里获得了很多帮助，比如设计规格、参考设计、应用笔记，甚至有应用工程师帮助和支持你。为什么？他们只是想多卖些CPU。其他集成电路制造商也是如此。作为上游制造商，你需要为下游制造商提供足够的信息和支持。没有什么阴谋。没有盗窃行为。只是正常的业务运作。

Cell phone industry has a similar ecosystem. Qualcomm and Mediatek are the equivalent of Intel/AMD, Android OS to Windows/Linux.All these is product and technical info are shared by the upstream mfr. So companies like Xuaomei started by simply assembling say Qualcomm/Mediatek reference designs initially, with a bit of customization. Then they progress to design more and more around the chip and integrate with different/more cost effective components. The ultimate is to design the CPU/baseband, like Huawei. (Mfr of chip is so specialized, expensive and skill intensive that not even Apple wants to get in).
So…. just normal evolution of cell phones industry. If you want to accuse that stealing were involved, you need to provide credible info.

手机产业拥有类似的生态系统。高通和联发科技相当于英特尔/AMD，Android操作系统相当于Windows/Linux。所有这些产品和技术信息都由上游制造商共享。像小米这样的公司最初只是组装高通/联发科技的参考设计，并进行少量定制。然后他们开始设计更多与芯片相关并集成不同/更具成本效益的组件。最终目标是设计CPU/基带，就像华为一样。 （芯片制造是如此专业化、昂贵且技术密集，甚至苹果也不想涉足其中）。
因此......这只是智能手机产业的正常演进。如果你想指责其中包含偷窃行为，你需要提供可信的信息。

Im Yang Gyoon
Had Samsung been an American company like Apple, China's attitude would have been completely different.

如果三星是一家像苹果一样的美国公司，中国的态度会完全不同。

Profile photo for Heng Ong Huat
Can you make up your mind ? If Samsung is a hit in China , you will say Chinese are stealing Korea technologies and cultures . The Chinese will bribe Samsung directors and in turn bribes your Korea president. And yr president went to jail . Blame the Chinese .

你能不能下定决心？如果三星在中国很受欢迎，你就会说中国人OO了韩国的技术和文化。中国人会HL三星的董事，进而HL你们的韩国总统。然后你们的总统入狱了。怪中国人吧。

Sunny
Not a long time ago I have bought myself the S7+ tab.
It was great for drawing NGL, but it lags horrifically watching YouTube after a few videos which is incredibly buzzard since the Huawei Honor 20 pro I have doesn't have that issue

不久前，我买了一部S7+平板电脑。在绘画方面效果很好，但在看几个视频后，看YouTube却出现了严重的卡顿问题，这非常奇怪，因为我使用的华为荣耀20 Pro没有这个问题。

Li Pengii
Samsung is never getting back into the Chinese market.
It was nearly 10 years ago now. In short the Note7 tended to explode. Samsung honoured the warranties everywhere EXCEPT China.
Funny enough I’m looking for a new phone.
The only ones that meet my demands are:
Redmi, A22 A53 and Realme.
A22 and A53 are Samsung and therefore they’re automatically taken off my short list. Today is a horrible day. I have to brave the MK and SSP crowds to go find somebody to sell me a Realme Q3s.
These phone sellers won’t come out straight and say yes I have it in stock no I do not have it in stock and expect me to go there and ask so they can bait and switch me and when I say no I don’t want that model they’ll degrade me and say bad things about my mother.
I fucking hate the business culture in HK

三星再也无法重新进入中国市场了。这已经将近10年了。简而言之，Note7容易爆炸。三星在全球范围内都履行了保修承诺，除了中国。有趣的是，我正在寻找一部新手机。唯一符合我的要求的是：
红米、A22和A53，而A22和A53是三星的，因此它们自动被从我的候选名单中剔除了。今天是个糟糕的日子，我不得不勇敢地去旺角和沙田购物中心，找个卖家卖给我一部Realme Q3s。这些手机卖家不会直接说有货或者没有货，他们期望我去问，这样他们就可以诱骗我，当我说我不想要那个型号时，他们会贬低我，并说我妈妈的坏话。我真他妈讨厌香港的商业文化。

Xierme
you are wrong. Samsung was one of the first mobile phone brands to enter the Chinese market. The main reason is the Samsung Note7 explosion, Samsung recalled their bombs globally, but not in China. This completely angered the Chinese and even appeared in our popular culture. Sometimes we throw grenades in the game, and Chinese players may say "Samsung is here, pay attention to concealment!" with a certain probability. Samsung is completely doomed, at least in China. (In the era of Samsung Note5, Samsung had a market share of 7.5% in China. After Note10, there is only 0.9% left. Today, it is only 0.7%.) Even now, if you take a Samsung phone in public, many people will still subconsciously avoid you.
Short story: After Samsung regretted that it had offended the Chinese, it decided to recall its own phone, and it was too late. In the Q4 quarter of that year, Samsung''s new mobile phone market share dropped from 7.5% to 2%. So, at the supplier conference, Samsung asked Chinese employees to kowtow and apologize for the supplier. There were a lot of Chinese employees who were reluctant (a humiliation in China), so Samsung executives forcibly pressed their heads to the ground. This process was recorded by a mysterious person and directly ate up the remaining 2% of Samsung''s market.
But Samsung is lucky enough. Had it happened a few years later, in today''s China, I suspect Samsung''s president could have been killed by angry Chinese nationalists. Because, with China''s rise and national strength, our national pride has reached its peak.

你说错了。三星是最早进入中国市场的手机品牌之一。主要原因是三星Note7爆炸事件，三星在全球范围内召回了这款手机，但在中国没有召回。这完全激怒了中国人，甚至在我们的流行文化中出现。有时候我们在游戏中扔手雷，中国玩家可能会说“三星来了，注意隐蔽！”的概率还是挺高的。三星在中国可以说是完全完蛋了，至少在中国市场是如此。（在三星Note5时代，三星在中国市场占有7.5%的份额，Note10之后只剩下了0.9%。而今天，只剩下了0.7%。）即使现在，在公共场合使用三星手机，很多人还是会下意识地避开你。
简而言之，三星后悔冒犯了中国人后，决定召回自己的手机，但为时已晚。在那一年的第四季度，三星的新手机市场份额从7.5%下降到了2%。所以，在供应商大会上，三星要求中国员工向供应商磕头道歉。有很多中国员工不愿意（这在中国是一种侮辱），所以三星高管强行按住他们的头使劲磕头。这个过程被一个神秘人记录下来，直接消耗了三星剩下的2%市场份额。
不过三星还算幸运。如果这件事发生在几年后，我怀疑三星的总裁可能会被愤怒的中国民族主义者S掉。因为随着中国的崛起和国家实力的增强，我们的民族自豪感达到了巅峰。

Aaron Cai
Related:Why doesn't Samsung care about the Chinese market?
Samsung is not unique, Toyota and IKEA once did the same thing, so did other international companies. The Chinese customers were differently treated when it comes to a product recall case for design deficiency.
But Samsung brought it to a new level, it's not some pr mistake, but Samsung intentionally tried to cover it up by making some dirty moves.
The Chinese market is not dued by Samsung, but Samsung didn't respect it.
Mark my words, Samsung won't make any positive move if the scandal didn't explode in the US.

为什么三星不关心中国市场？ 三星并不是唯一一个如此做法的公司，丰田和宜家也曾经这样做过，其他国际公司也是如此。在产品召回的设计缺陷案件中，中国消费者受到了不同的对待。 但是三星将其提升到了一个新的层次，这不仅仅是一次公关失误，而是三星故意试图通过一些肮脏的手段掩盖事实。 中国市场并没有被三星贬低，而是三星没有尊重它。 请记住我的话，如果丑闻没有在美国爆发，三星不会采取任何积极的行动。