Samsung's Chinese market has fallen into patent infringement cases in Europe and America.


Samsung's Chinese market has fallen into patent infringement cases in Europe and America.

Samsung's Chinese market has fallen into patent infringement cases in Europe and America.

In June 12th, according to foreign media reports, Samsung refused to compensate Apple's patent fee of $538 million, and filed an application with the court. Samsung believes that the jury made $538 million (of which $533 million was infringed on three Apple design patents, and $5 million 300 thousand violated Apple's two practical patents) and the amount of the award was "too high" to be supported by evidence.

In addition, Samsung also asked apple to refund another $145 million in compensation for patent infringement cases involving multi touch. Samsung believes that Apple will have to refund the payments due to its patent failure.

The international financial newspaper reporter interviewed the public relations team of Samsung's mobile phone business on the matter. The other party expressed little understanding of the specific situation and refused to claim the issue of appeal.

Industry experts believe that the aim of Samsung's move is to maintain brand influence and reputation, because a prominent fact is that Samsung has been sluggish in the Chinese market in recent years. In the first quarter of 2018, Samsung sold only 2 million 140 thousand units in the Chinese smartphone market, ranked ninth in the first quarter of 2018, with a market share of only 0.8%, according to a new report released by the Sano data.

Refusing to compensate for the patent case and maintain the European and American market

The patent case of Samsung Apple also dates back to 7 years ago.

In April 2011, after Samsung's rejection of Samsung's first - generation Galaxy mobile phone with iPhone, Samsung brought Samsung to court after Samsung refused to make a patent licensing offer to Samsung.

In August 2012, the local court of California, the United States, made a trial decision, which said Samsung infringed several patents on apple and had to compensate the other for $1 billion 50 million.

In December 7th of the same year, apple and Samsung filed a new trial in San Jose federal court to rehear the case.

In the next few years, the two sides have been trying to reconcile, retrial, and repeat a number of rounds. Until May this year, the US jury reheard and reached a unanimous decision: Samsung changed the amount to $538 million, of which $533 million was infringed on three Apple design patents and 5 million 300 thousand US dollars for two apple utilities. Li.

It is reported that after Samsung's motion to refuse compensation and appeals, Apple needs to respond to the motion before June 21st and the hearing is scheduled to be held in July 6th.

In response to Samsung's motion, Hao Junbo, the director of the Hao Junbo law firm in Beijing, believes that before the final trial, Samsung has the right to refuse to claim and appeal. As a technology giant, Samsung is not likely to despise American law, and it is just a legal procedure. As for the outcome of the trial after the appeal, it may maintain the status quo and possibly change the sentence, but at the present stage, Samsung does not need to implement the judgment.

Sun Yanbiao, the dean of the first mobile phone Research Institute, said that Samsung's refusal to compensate for Apple's patent costs was fundamentally not a matter of money and less, but to maintain the reputation of the brand. "Europe and the United States attach great importance to patents and property rights. Once Samsung accepts the decision, it means recognition of patent infringement, which will have a great impact on the reputation of Samsung."

Sun Yanbiao believes that at present, Samsung is poor in the Asia Pacific region and the Chinese market, and the European and American markets are the areas Samsung must hold, so in the scope of the law, Samsung is sure to knock down on this case.

China's market is sluggish and dealers sell several months.

In June 7th, Samsung released Galaxy A9 Star, a medium - end positioning model for 2999 yuan for young fashion groups and endorsed by Hua Chenyu. Earlier, when Galaxy S9/S9+ was released in Guangzhou, Jing Bairan was invited to help the scene. "Small meat" has become a sign for Samsung.

In Sun Yanbiao's view, the search for "little meat" star is because Samsung sees the biggest competitors in China's domestic market from OPPO and vivo. "At the earliest, the concept of fashion was packaged by Samsung, and both apple and HUAWEI were business, but now the most powerful opponents of the fashion concept are OPPO and vivo. In these two brands, the market will be hot and vigorously snatch market share by means of variety and entertainment, so Samsung must follow suit.

In the first half of 2016, Samsung's share of China's domestic market began to be squeezed out of the top five in the first half of 2016, ranking sixth in HUAWEI, OPPO, apple, vivo and millet, according to the Sano data. By 2017, Samsung's total sales volume in the Chinese market was about ten million, and the market share slipped to 2.2%. As early as 2014, Samsung had ranked first, occupying more than 20% of the market share.

In the first quarter report of the 2018, Samsung has sold 2 million 140 thousand units in the first quarter of 2018, and it has fallen to ninth, with a market share of 0.8%. The OPPO is ranked first in the total sales of 18 million 520 thousand, and it is 8.6 times the total sales of Samsung in the first quarter; 17 million 340 thousand sets, second, and 8.1 times the three star.

Samsung mobile phones are not good looking data, and online shopping arcades are intuitively confirmed.

At suning.com's shop in Shanghai, the international financial newspaper reporter found that the Samsung showcase did not stop to watch, and the staff appeared to be idle, while the HUAWEI and oppo showcases gathered five or six people, from time to time to the sales staff to understand the specific information of the mobile phone. Samsung showcase staff told reporters, "Samsung is not a good selling, mainly in these years is to update the flagship machine, high prices, low-end products upgrade the pace of slow, so that other manufacturers seize the market." However, the person stressed that Galaxy S9 had sold well, but the specific data were not disclosed.

In the Pacific Digital Square, the dealer will take the initiative to inquire about the purchase demand. When the reporter answers to the Samsung mobile phone, the dealers are a little confused, and there are almost no samples of Samsung in a number of dealerships in contact with reporters.

"Because of the lack of sales, Samsung mobile phones do not give users experience." One of the dealers told reporters this way. Another dealer said to reporters, "in the past few years, Samsung is very poor in the domestic market. It is rarely able to get the three stars directly in the field. I also sell a few Samsung mobile phones in a month."

In the reporter's visit, it was found that the Pacific Digital Square was the main sale of HUAWEI, OPPO, vivo and apple, and several distributors were also recommended for vivo X21, OPPO R15 and HUAWEI Mate 10.

According to Sun Yanbiao's analysis, there are multiple reasons for Samsung's failure in China: on the one hand, on the one hand, smartphones should say that Apple's system is more representative from its development, and that Samsung avoids its sharpness. We want to start from the appearance and use of the experience to push the full screen technology to lead the trend, but the Note7 explosion The event cut off the trend and had a great negative impact on the whole Samsung, on the other hand, the rapid rise of Chinese manufacturers in the past few years, a step by step in the price ratio, eventually led to the decline of Samsung in the Chinese market.


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