After the overwhelming response Galaxy Z Series in Thailand and around the world As a result, the number of reservations for Galaxy Z Fold3 | Flip3 5G in Thailand is 8 times higher than the previous model. From the goal of 4 times growth, it is called beyond expectations. including as a result Customers from other brands switched to use up to 30%, reflecting the market that wants a folding screen uniform. Ready to attract Thai and world-class influencers move forward strategy ‘Culture Cool’
In the first half of 2021, Samsung conducted a survey of the smartphone market in Thailand. and discovered that the market was in a stable condition Meanwhile, the number of smartphones in the premium segment reversed the market. with a growth rate of The value increased by 11%, while the quantitative growth rate increased only 1% year-on-year. This figure can reflect that Thai consumers are ready to buy premium products. If the product is innovative and meets the needs
Mr. Sittichok Nopchinbutr, Vice President of Telecommunication and IT Business Group, Thai Samsung Electronics Co., Ltd., said, “Based on the study of consumer behavior and trends in smartphone usage that have changed in the past half-decade past This made Samsung pioneer the foldable smartphone market. Through the launch of the Galaxy Fold in 2019, it marks the beginning of competition in a new smartphone segment led by Samsung.
This market has continued to grow by leaps and bounds. which data research companies[1] has revealed the results of the analysis that the number of foldable screen smartphone market will increase 3 times by the end of this year compared to last year. The compound annual growth rate (CAGR) is approximately 113% and sales will reach 64 million units worldwide by 2025.
The reason why Galaxy Z Fold3 | Flip3 5G is well received by consumers In addition to outstanding innovation that is considered to be a new standard for smartphone flagships by combining a variety of top innovations. ‘World’s first’ in one device. This smartphone also demonstrates the research and development of products made by bringing ‘Consumer opinion’ has been the key to development. This allows this new foldable smartphone to provide the best user experience. Both in work, entertainment, viewing content, playing games via Galaxy Z Fold3 5G and with a distinctive design, the Galaxy Z Flip3 5G indicates the identity and lifestyle of the user. This is an important factor in choosing a smartphone for the new generation as well.
‘Culture Cool’ creates closeness with consumers. through influencers
This year is also the first year that Samsung has launched two foldable screen smartphones at the same time, a significant move that highlights its commitment to offer this product line to a broader consumer (Mainstream). Samsung has also changed its marketing strategy and product positioning. Previously, the foldable screen smartphone was organized in the luxury segment category and communicated with specific customers. Become a marketing in the form of ‘Cultural COOL’ (Cultural COOL marketing) to create closeness with a wide range of consumers.
For example, by pulling the famous Korean idol group BTS to become brand ambassadors. Ready to make a special music video for the launch of the Galaxy Z Flip3 5G especially or to partner with influencers in Thailand to share their own experience of using a foldable smartphone screen. With the goal of making foldable smartphones more mainstream smartphones
The result of product features in both innovative and unique form factors. New forms of marketing and communication via online channels that appeal to modern consumers including pricing strategies that make it easier for consumers to access products and can also bring the old smartphone as a discount to buy a new one through online channels This campaign has been well received, making Galaxy Z Fold3 | Flip3 5G able to attract new customers who are not existing Samsung customers more than the previous model.
According to the data of visits to the website samsung.com from August 12 to September 7, 2021, there are new consumers visiting the details to find information about the foldable smartphone Galaxy Z Fold3 | Flip3 5G. More than double the time of the launch of other flagship smartphones. As well as having a brand switching rate (Switching) to use Samsung increased by 10% from the rate of new customers who switched brands, usually at 20%, but when it comes to the launch of the foldable screen smartphone. back up to 30%
from the phenomenon of overwhelming success around the world and in Thailand With the pre-orders of Galaxy Z Fold3 | Flip3 5G that exceeded the target by more than 2 times, Samsung Thailand has urgently planned to deal with it.
This is to ensure that all customers have access to the latest innovations. We therefore open registration for customers to pre-order products via Samsung.com and the Samsung Experience Store again starting from September 15th. which the company will be delivered in order of registration It is expected that the first lot of products will be delivered on October 8,” Mr. Sittichok concluded.
