Shulou(Shulou.com)11/24 Report--

Recently, market research institutions such as IDC and Counterpoint Research have released reports on Q2 smartphone market shipments in 2023. Although these research data differ slightly in details, they all point to the fact that "smartphone market shipments continue to decline." there is no doubt that the smartphone market is still in the doldrums.

However, in the overall weak state of the mobile phone market, folding screen phones have bucked the trend. Take the Chinese market as an example, according to CINNO Research data, the sales of folding screen phones in China reached 2.83 million in 2022, a sharp increase of 144.4% compared with the same period last year.

This decline and rise may seem strange, but if you think about it, it is true-for a long time, innovation in the smartphone market has declined and users' replacement cycles have lengthened. Thanks to the new form and experience innovation breakthrough of the folding screen mobile phone, it has also become one of the few bright spots in the smartphone market. Consumers are willing to buy it, and the folding screen mobile phone has naturally become the next breakthrough in the smartphone market.

At present, the major mobile phone manufacturers have launched their folding screen mobile phone products, and Samsung will not give way to the most representative and leading brand. Samsung has continued to innovate in the field of folding screen since the world's first batch of folding screen phones were released in 2019, and now it has iterated to the fifth generation of products-- on the evening of July 26, Samsung's fifth-generation folding screen flagships Galaxy Z Fold5 and Galaxy Z Flip5 were officially launched and launched in China on August 3.

If the introduction of the first Samsung folding screen phone four years ago triggered a great change in the form of smartphones, then Samsung size folding phones four years later not only reshaped the benchmark of folding screen phones, but also once again consolidated Samsung's leading position in the folding screen field. This big and small folding screen flagship will also show Samsung's "people-oriented" humanistic science and technology care to the extreme.

People-oriented, user-oriented, experience-driven the so-called "people-oriented", more simply is user-driven, which is a user-oriented innovation drive.

We know that the biggest driver of scientific and technological innovation is "people", but for a long time, when we mention the word "science and technology", we often associate it with a cold image, which is a rational existence. Therefore, it is this "rational" drive that often some mobile phone manufacturers pay too much attention to parameters and configuration while ignoring what consumers can feel most directly, that is, "experience".

As the leading brand of smart phones in the world, Samsung has put forward the concept of "people-oriented, create the future" since 1996, and has persisted until now, and this innovative concept of "people-oriented" is also the strength and self-confidence that Samsung can stabilize the generation of five generations of folding screen phones, and it is also the "secret" that Samsung folding screen phones can conquer global consumers.

In fact, in the final analysis, it is inseparable from the word experience.

The so-called experience is a very "emotional" thing, it requires technology manufacturers' continuous insight into the development of the industry, requires a deep understanding of consumer demand, is rationally driven thinking and industry judgment.

This may be vague. Let's take Samsung folding screen phones as an example.

First of all, the first generation of folding screen mobile phone Galaxy Fold.

In 2019, the smartphone industry, which has been developing for more than a decade, came to a key point: morphological innovation. Users have been in urgent need of large-screen phones for a long time. A decade ago, in the era of being "monopolized" by iPhone's 4-inch screen, Samsung broke this limit with the help of Galaxy S and Galaxy Note, bringing a 5.5-inch super-large screen to meet the urgent needs of users at that time.

However, when the size is more than 7 inches, the traditional large screen machine obviously can not meet the advantages of portable and large screen. As a result, the folding form has become the best choice, but you should know that at that time, the folding screen mobile phone market was still a blank, and the folding screen mobile phone was still a product of the laboratory, requiring you to control key technologies such as hinges and flexible screens, and more importantly, you invest tens of billions of dollars in research and development, but face market feedback that you don't know the results at all.

In this context, Samsung's first mass-produced folding screen phone, the Galaxy Fold, was officially released. The Galaxy Fold is only the size of a mobile phone, but it brings a huge screen experience comparable to that of a tablet, and smartphones have entered the era of "folding".

Lead the mobile phone industry into the "folding" era, behind which is also Samsung's extreme R & D investment and technological innovation as a strong support.

Whether it is a folding screen or a large screen machine, this is a real case of Samsung's understanding of the industry and the needs of users, and it is also a vivid portrayal of Samsung's "science and technology as a human being".

In the Galaxy Z Fold2 5G a year later, Samsung industry launched the "vertical interaction mode", that is, the current folding screen phone mainly plays the "spin-stop" function, using the phone like a laptop, so that the folding screen phone can make full use of morphological innovation, practicality is also further, to bring users a unique folding screen experience.

To the third-generation folding screen phone Galaxy Z Fold3 5G, it has become the first folding screen phone in the industry to provide IPX8 waterproof functions. you know, even three years later, there are still only a handful of folding screens that support IPX8 waterproof on the market, while Samsung has been ahead for three years, which is enough to demonstrate Samsung's strength in industrial design and innovation.

In addition, Galaxy Z Fold3 5G also brought in the off-screen camera (UDC) technology, leaving the screen intact, saying goodbye to "punching holes" and introducing support for S Pen for the first time, allowing the imagination of the big screen to be unleashed in handwriting.

Galaxy Z Fold4 has made significant improvements in weight and display size. The extremely light weight of 263g makes the folding screen phone say goodbye to the heavy weight; the 7.6in second-generation dynamic AMOLED main display brings a more user-friendly and reasonable screen ratio; and the taskbar function is reminiscent of the familiar taskbar layout on the PC screen, achieving higher productivity and experience efficiency.

On the fifth generation folding screen Galaxy Z Fold5, Samsung went a step further and brought in a lighter weight, weighing only 253g, which is comparable to the straight screen with a shell, making the portable ability of the folding screen phone more powerful. The 7.6inch home screen allows users to find the most suitable viewing mode, whether horizontal or vertical. There are also comprehensive upgrades to multi-window views, application continuity, taskbar, drag-and-drop operations and third-party applications, coupled with S Pen stylus, which unleash powerful productivity on Samsung Galaxy Z Fold5's wide screen and further unleash users' imagination.

Sustainable development vision, folding screen leading brand responsibility and responsibility from the development process of Samsung Galaxy Z Fold model, we can see that Samsung has never stopped exploring the road of folding screen, whether it is folding form innovation or ultra-thin flexible glass, whether it is vertical interactive mode or the world's first folding screen phone that supports IPX8 waterproofing, as well as under-screen camera, very light weight, etc. These are Samsung's "people-oriented" practices-larger and more complete screens, interactive efficiency comparable to PC, more comfortable feel and screen ratio, more reliable and durable quality.

Samsung constantly listens to users' feedback, constantly improves and optimizes every detail, innovates each generation of products, and finally creates a unique folding screen product for users, and also continues to set up a benchmark for the industry's folding screen experience.

Samsung's "people-oriented" is not only an innovative concept, but also the responsibility and responsibility of a global science and technology leader. So, "people-oriented" is not only reflected in the product user-oriented technological innovation, but also refers to their community, the environment and the entire planet-- more bluntly, "people-oriented" is also a vision of sustainable development. it's about the future.

In recent years, every Galaxy product of Samsung will use more environmentally friendly and sustainable materials as much as possible. For example, on the new Galaxy Z Fold5, Samsung uses recycled plastic from discarded fishing nets, buckets and PET bottles, as well as packaging made of 100% recycled paper, which reflects the company's mission to lay the foundation for a better tomorrow.

As Samsung believes, "building the future" involves the responsibility to build a sustainable future for future generations.

At the end: according to market research firm Canalys, 14.2 million folding phones were shipped in 2022, of which Samsung shipped nearly 12 million, which is a very scary figure. Samsung almost occupies more than 90% of the current folding screen mobile phone market! Another set of data showed that shipments in the global smartphone market fell 12% year-on-year in the first quarter of 2023, while Samsung returned to first place in the first quarter of this year and was the only brand among head manufacturers to achieve month-on-month growth.

These two sets of data, on the one hand, confirm Samsung's strong position in the field of folding screen, on the other hand, it also fully illustrates the strong recognition of Samsung products by the industry and even the majority of consumers. Samsung can not achieve what it is today without the innovative concept of "people-oriented", which is the integration of product innovation to humanistic care and sustainable development in the future.

With the release of Samsung's fifth-generation folding screen phone, Samsung will go farther and higher along the road of folding screen phone.

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