In an effort to strengthen its position in the Japanese smartphone market, Samsung Electronics (Samsung) has released two new foldable phone models earlier than planned: the Galaxy Z Flip 6 and Fold 6. The company aims to expand the synergy between its Galaxy S and Z series.
According to ET News, Samsung reportedly released the Galaxy Z Flip 6, Fold 6, Galaxy Watch 7, Ultra, FE, and the Galaxy Buds 3 series on July 31st, approximately three weeks after the Galaxy Unpacked event on July 10th. This release timeline is significantly shorter than Samsung's usual two to three-month wait for new product releases in Japan. Notably, the Galaxy Ring was not included in this lineup.
The accelerated release schedule stands in contrast to previous launches. For instance, the Galaxy S24 series, released globally on January 18th, saw its official sales date in Japan delayed by three months to April 11th. Industry observers are curious to see if this early release strategy will help Samsung overcome its underwhelming performance in the second quarter.
Data from Canalys reveals that Samsung's shipment volume in the Japanese smartphone market for the second quarter of 2024 declined by 39% compared to 2023, marking the largest decrease among the top five companies in terms of sales. In contrast, Chinese manufacturer Xiaomi experienced a 359% increase in sales, further highlighting Samsung's challenges in the market.
In comparison, China-based company, Xiaomi, experienced a 359% increase in sales, throwing Samsung even further into the shade. Looking at the overall local market shares in Japan, Apple is ranked first with 56%, Google is second with 12%, followed by Xiaomi with 6%, while Samsung and Sharp are tied for fourth with 5% each.
Samsung's early release of the Galaxy Z Flip 6 and Fold 6 is viewed as a strategic move to capitalize on the successful launch of the Galaxy S24 series in Japan, aiming to create synergy between the two product lines and narrow the gap with competitors.
To support this launch, Samsung's Japanese branch has intensified operations in Galaxy experience spaces and marketing campaigns across locations including Harajuku, Osaka, and Shibuya. The company has also enlisted female Generation Z idol groups as spokespersons to appeal to younger consumers.
Initial reception of Samsung's new products has been positive, and the company plans to continue various marketing initiatives in the Japanese market. A representative from Samsung's MX department stated that the main reason for releasing multiple new products in Japan in the latter half of 2024 is to respond to Japanese consumer preferences. Samsung aims to globally synchronize the high demand for new products.
