Galaxy C55 5G (Photo: a screenshot from Samsung Electronics website)
SEOUL, Apr. 25 (Korea Bizwire) – Samsung Electronics, the world’s leading smartphone maker, has relaunched its Galaxy C series of smartphones tailored for the Chinese market after a seven-year hiatus, in a bid to reclaim market share from domestic rivals.
According to the market research firm Counterpoint Research, Samsung is estimated to have recorded a market share in the low single digits in China during the first quarter of this year.
It lags behind brands like Vivo (17.4 percent), Honor (16.1 percent), Apple (15.7 percent), Huawei (15.5 percent), Oppo (15.3 percent) and Xiaomi (14.6 percent). The Galaxy C series represents Samsung’s attempt to spark a turnaround.
Until 2013, Samsung commanded a 20 to 30 percent share of the Chinese smartphone market, alongside Apple and LG Electronics.
However, as domestic brands like Huawei, Oppo and Vivo aggressively released new models starting in 2014, Samsung’s share plummeted.
Factors such as the Chinese government’s policies favoring local companies and anti-Korean sentiment stemming from the deployment of a U.S. missile defense system in South Korea contributed to Samsung’s market share dropping below 10 percent in 2015.
Since 2018, its share has hovered around zero.
“Chinese brands have been swiftly adopting the latest technologies to cater to the country’s 1.4 billion consumers while leveraging low labor costs to maintain pricing competitiveness,” said an industry official, who requested anonymity.
“Add to that the patriotic consumption among Chinese citizens, and foreign brands are finding it increasingly difficult to gain a foothold.”
In 2016, Samsung first introduced the Galaxy C series of budget smartphones, including models like the Galaxy C5, C7 and C9, as part of its China strategy.
While comparable in performance to Samsung’s mid-range Galaxy A series, the C models were priced lower. The company also released the Galaxy C8 in 2017 but failed to regain market share, leading to a hiatus in new C series launches until now.
Tech publications like GizmoChina have reported that “Samsung is making a new foray into the Chinese market with the Galaxy C55,” while GSMArena noted that “Samsung’s new Galaxy C model impresses with its powerful specs.”
The Galaxy C55 is a 5G smartphone that shares specifications with the Galaxy M55 sold in India, suggesting Samsung has repackaged an existing product for the Chinese market.
The key differentiation is the use of orange and black leather materials on the rear casing, catering to Chinese consumers’ perceived preference for leather finishes.
However, some analysts remain skeptical about Samsung’s prospects for a significant comeback.
With even Apple having slipped from first to third place this year due to patriotic consumption trends, regaining share may prove an uphill battle for Samsung.
“Chinese consumers fundamentally prefer domestic products and tend to view foreign brands as expendable in favor of local alternatives,” Nikkei Asia commented.
“While Samsung’s renewed push with the Galaxy C is noteworthy, strong results are unlikely.”
Kevin Lee (kevinlee@koreabizwire.com)
