There are numerous cases in which transnational corporations have become disaffected in China. This is especially true in the days of Chinese companies such as home appliance digital products. It has almost become a battlefield for all kinds of veteran companies. However, Samsung is a typical exception. The deeper reason is that Samsung began exploring and following the strategy of “localization†from the moment he entered the Chinese market. From Samsung’s product design, R&D and manufacturing systems, to Samsung's cooperation with domestic companies and other domestic mobile phone manufacturers, and to Samsung’s public welfare activities in China, Samsung’s localization path has already brought this multinational company, Samsung, and China’s homeland. Come together. Samsung's good user experience and reputation in China are inseparable from the localization of Samsung.
Localization with the times
Since Samsung entered China, it has attached great importance to the needs of Chinese users. Especially in the era of intelligent machines that broke out in 2010, Samsung will introduce various models of international models every year in the Chinese market; in order to meet the needs of domestic dual card users, Samsung will also perform "additive" improvements on international models. , Became the first to launch dual card dual standby type of international manufacturers; In addition, Samsung will join hands every year with China Telecom to launch W series dual screen clamshell ultra-high-end models, making China the only country in the world exclusive to this series of models.
Samsung's response to Chinese consumers is very positive, and its product strategy is also advancing with the times. In 2016, after conducting in-depth research on Chinese consumer demand, Samsung launched the Galaxy C Series for the Chinese market, including C5, C7, and C9Pro. Which C stands for China. For Chinese young people who use smart phones heavily and like social networking, online shopping, and sharing, the Galaxy C Series has made hundreds of improvements in software and content services, which has improved ease of use.
Samsung added special features such as social cameras, red envelope assistants, pseudo-base station shielding functions, and bus card functions to the C series. Although the Galaxy C9 Pro is positioned in the high-end market, it rarely configures the high-end flagship only performance configuration, but also refreshes the C-series family design and performance; this phone, in the localization of applications also carried out further Optimized upgrades, such as setting up a friend circle video button directly on the camera interface, to facilitate shooting and sharing at any time, red envelope helper to help users get a better and faster experience when grabbing red packets, and at the same time with the popular K song, sing it and other APP cooperation to achieve The real-time ear-return function of the mobile phone K song helps users enjoy the singer-level music experience.
In the flagship model Galaxy S7&S7edge, the Chinese version has more features than the international version. The two new localization features are WeChat WiFi and S roaming. The former combined with WeChat, will share up to 4 million WiFi hotspots in mainland China, without a password to access the Internet; the latter is a roaming service flow packet abroad, it is said to have cooperation with more than 140 operators worldwide, users do not need to change the card Can be used globally. This feature has become one of the reasons why many users choose this phone.
Close cooperation with local Chinese companies
After Samsung entered China, it had in-depth cooperation with Chinese companies, not only to promote Samsung's user experience, but also to provide technology for domestic companies. In the leap from 2G to 3G, 3G to 4G, Samsung and China's communications companies have conducted various technical tests to help accelerate the evolution of communication networks. In November last year, Samsung Electronics announced that it has completed a 5G prototype technology trial together with China Mobile Research Institute. Zhang Daijun, president of the Samsung Research Institute of China, stated that for many years, Samsung has accumulated a lot of technology and experience in the research and development of 5G technologies and products; in the future, Samsung will continue to strengthen cooperation with the Chinese government and Chinese operators to jointly promote the related technology industries. Standardization and commercialization.
In addition, from the beginning of 2016, Samsung Pay also cooperated with Alipay to launch a "one finger pay per second" convenient payment function. Compared with the traditional use of Alipay, this cooperation makes the mobile payment operation easier. After Samsung Pay is bundled with Alipay, the Alipay QR code payment interface can be directly enabled on the lock screen, black screen, or home screen without entering the payment interface. Alipay APP. This feature is deeply loved by Chinese users. Many Samsung users have said that they are now away from home. They are customary without wallets, and they can use Samsung mobile phones to pay for and take public transportation directly. It is very convenient and they can often enjoy discounts.
And "friends" can also live in harmony
In 2014, Samsung introduced the first curved screen Galaxy Note Edge, which at that time triggered the mobile phone industry. Many Chinese users bluntly stated that curved screen not only subverted the design of mobile phone screens in appearance, but also gave people more imagination in their experience. Now, the edge of the curved screen can also be used as an independent small screen to display information such as time and power.
Since then, the curved screen has become one of the standard features for high-end mobile phones. Chinese smartphone brands vivo, Xiaomi, and Huawei have also launched curved phone models. However, at present, the manufacturing technology of curved screens is owned by Samsung only, so these domestic manufacturers frankly say that curved screens are purchased directly from Samsung. Samsung did not alone hold its own patented technology, but with an open mind, to share this product with domestic manufacturers. In addition, as the largest semiconductor manufacturer in the mobile sector, Samsung also provides memory chips, memory chips, and processors and even camera modules for other handset manufacturers.
While becoming an upstream vendor of other vendors, Samsung’s exploration of technology has also been at the forefront of the industry. From July to November of last year, patents relating to folding screens were exposed for several months in a number of intensive and varied forms, including new curved flexible screen devices, reelable large-screen televisions, flat-panels that can be folded and stood, and The related "muscle" support structure under the folding screen. At the just-concluded CES 2017, Samsung also exhibited a variety of display screens, ranging from circular screens for wearable devices to handheld smartphones and tablets, from laptop screens to PC monitors, from 32 inches to 105 inches. Screen TV, everything, and all walk in the forefront of the industry. Samsung is not only surpassing itself, but also leading the next wave of industry trends.
Earlier media reports said that Samsung has developed a foldable screen technology and achieved a traceless line at the fold line. Even after more than 10,000 folds, the naked eye can't tell the tiny changes that occur at the fold line. Samsung's foldable phones don't look far away. With a foldable design, smart phones will become even more interesting. They can make mobile phones more compact and stylish. They are not afraid of falling, they are not afraid to fold, and they are more convenient to carry. In the same volume, the screen It will be bigger. Perhaps the next object sought after by domestic consumers is Samsung's foldable screen.
Local Fusion of Samsung System
Samsung not only uses the most cutting-edge scientific and technological achievements in the industry to provide Chinese consumers with a variety of products, but also continuously expands and extends its investment in the Chinese market, and establishes a complete localization system through all aspects of design, R&D, procurement, production, and after-sales services. . Based on the formation of the industrial system in China, Samsung has the ability to develop and manufacture products from localized products on the one hand, and gains access to and contacts with Chinese consumers through the integration of the entire industrial chain with the Chinese market. Ability to change from "manufacturing in China" to "developing with China".
In the ranking of the world's top 500 companies in China in 2014, Samsung ranked third with 66.16 points, making it a “probe†on this list of contributions. According to statistics, Samsung has established seven branches in North China, Central China, East China, South China, Northeast China, Northwest China, and Southwest China, forming a complete system including 14 production bases, 10 research and development bases, 11 sales bases, and 4447 service centers. Has about 60,000 employees, accounting for 21% of the world's employees.
In Shanghai and Beijing, the Samsung China Design Institute (SDC, Samsung Design China) was established. The purpose is to seek the integration of China's unique culture and elite design quality, and better match China, the most unique and dynamic market in the world. To this end, Samsung has conducted studies in various universities, research institutes, and design centers. In this process, new market trends, cultural and regional policies, user feedback and suggestions are all issues that they consider. Director Li Hung-hong said: "Samsung China Design Institute is highly professional and has great goals. We are focused on creating the best products and contributing to the Chinese market. Most of our team members are Chinese designers who study abroad from different countries. ."
Affordable public welfare activities
For enterprises, in addition to contributing their economic capabilities, they must also assume social responsibility. In the “2016 China Corporate Philanthropy Research Report†newly released by the Chinese Academy of Social Sciences, Samsung Electronics is second only to the China Resources Group and ranks second in the consumer electronics industry.
Since 2005, Samsung China and the China Youth Development Foundation have jointly promoted Hope Primary School Reconstruction Project. So far, 150 Hope Primary Schools have been built and 81 smart classrooms have been built. Since 2013, Samsung has been focusing on improving education hardware facilities, focusing on improving the soft environment of schools, and improving the overall quality of students, and has launched the "Samsung Dream Classroom" project. In 2016, 1300 rural children from 19 provinces across the country participated in the “Dream Classroom†summer tour of public welfare activities.
In addition, the “TECH INSTITUTE Samsung Technology Expert Training Program†public welfare program provides vocational education students with free electronic product maintenance and technical education, and provides blue-collar talents with a high level of quality through visits, classes, and manual experience; “SMART SONO SCHOOL Samsung Smart Ultrasonic Public Welfare Training Project" With the successful experience of the China Health Promotion Foundation and Samsung Electronics' technological superiority in medical devices, we integrated the resources of the nation's excellent ultrasound specialists to provide first-class ultrasound diagnostic training to primary ultrasound doctors.
Zhang Yuanji, president of Samsung Greater China, once stated that “as a social citizen, while maintaining the full support of the weak, we must not be able to survive from society, but we must also shoulder our due social responsibilities so that society can be on a more harmonious path. Development, this is also the most important part of the business strategy."
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