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Samsung Uses Chinese Brands’ Techniques To Remain Dominant In India

Sometimes to be in the game you need to learn some tricks from competitors. This strategy is used by Samsung and it has not been too proud to implement in India, where Chinese brands including Xiaomi have made heavy inroads.

Pages pulled from their playbooks comprise turning into savvier for millennials with online marketing as Samsung looks to reinvent itself as a younger brand. In addition, it includes discovering a new love for cricket with a sponsorship agreement and even offering sales staff for smaller shops and.

Together with a bunch of new devices (many of which are aimed at undermining Chinese supremacy of the $150–300 phone category) the new tactics are working with the South Korean tech behemoth reclaiming the lead position in the quarter two.

“Samsung was ignoring the threat that Oppo, Xiaomi, and Vivo posed but now it have realized that threat,” claimed research manager at industry tracker Canalys, Rushabh Doshi, to the media in an interview.

On a similar note, the company’s Galaxy J6 rolled out in May and the J8 sold from July have been performing well, each trading 50,000 each day, claims Samsung. In an appeal to teens, the handsets have a new feature dubbed as “chat over video” that permits consumers to see videos without disruption even as they text. This is possible due to a translucent keyboard.

To be certain, Samsung has long ruled the premium section of the handset market in India and functions such as “chat over video,” developed at its R&D center in India, underlines its tech ability. It has also developed a broad retail network in the nation. But Samsung, which clocked sluggish profit development in April–June, recognizes that it has to do something different in India if it wished to evade harsh lessons meted out in China.

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