With an annual sales volume of more than 300 million, the global smart phone overlord Samsung, because of a mobile phone burst, it is unbearable. From the sale of Note7 in August to the announcement of global suspension on October 10, Samsung’s operating profit is estimated to have lost more than 160 billion yuan in two months, and it will face irreparable loss of goodwill.
Lu Lijun, an analyst at Jibang Technology, pointed out that due to the explosion of lithium batteries, life and property will cause damage, so the manufacturer's inspection is strict, and the general components such as the casing have no absolute requirement for yield. For lithium batteries of technology products, the yield is 1 million pieces are only allowed to have problems below 10 pieces. But Samsung Note7 exploded at least 35 times, the incidence rate is 24 parts per million, far more than double the general industry standards.
As a Samsung with a market value of more than NT$7 trillion and the top 30 global companies, how can you make such an incredible mistake?
Bane 1: Sashimi Theory
The "preemptive" rule became a curse
The reason is that the two laws of Samsung's internal beliefs, "sashimi theory" and "squid theory", are the reasons for its success, but it is also the bane of the explosion.
The sashimi theory put forward by Samsung’s former returning CEO, Yin Zhonglong, said: If you catch a high-end fish in the sea, you can go to the top Japanese restaurant when you are fresh, when the raw fish fillet sells for a good price, but On the night, you can only sell to the second-rate restaurant at half the price. After one day, you can only sell a quarter of the price, and finally become a worthless fish. So, when the product is still fresh or raw. , hurry to sell.
The theory of sashimi has brought great success to Samsung. In 2011, Samsung first saw consumers' demand for large-size screen mobile phones, and launched a 5.3-inch large-screen Note. At that time, Apple decided to not make a large-screen mobile phone because of the founder's rules. The iPhone 4S screen is still only 3.5 inches, which gives Samsung a chance to stand on the top of the smart phone. Apple can only take second place.
But when Apple executive Long Cook took power, broke the Chambers rules, and launched a big screen phone, Samsung habitually wanted new ideas. This time, it looks at Apple's conservative attitude on battery capacity and wants to "overtake" on the "battery."
"Lithium batteries can't be used as semiconductors!" It is understood that before the explosion of Samsung lithium batteries, the supervisor of large battery factories has warned that lithium batteries are "chemical materials". Unless the formula is changed, the lithium batteries used in mobile phones are Performance and cost are approaching the limits.
Industry analysts said that Apple actually tested high-energy-density lithium batteries, but they were afraid of explosions. "In order to surpass Apple, Samsung rushed to the edge of the cliff and fell down if it accidentally stepped on the air," he said.
Bane 2: Catfish Theory
In order to get rid of natural enemies, urgently upgrade specifications
Samsung believes in the theory of squid: If you want the mud to grow faster and the meat is stronger, then put only their natural enemies in the pool: squid, the mud on the edge of life and death, will continue to think of ways to survive, but more fleshy and fat .
Although Samsung is now the world's number one in the smart phone market, there is no natural enemy at first glance, but China's mobile phone factories, including Huawei, Xiaomi, OPPO, etc., have become the "squid group" that bites Samsung. They are not only low in price, but even the specifications are not bad, and they still have the Chinese market.
Samsung's price can't be lower than that of Chinese manufacturers, which makes it more eager to improve its appearance and specifications. Therefore, Note7 not only has a high battery capacity, but also wants to put all the "advantages" into a mobile phone, fast charging, curved screen, etc., everything. Each function is very good, but together they make the battery overheat and accelerate the risk of battery explosion.
It is worthwhile for us all to ponder over the adventure lessons that Samsung paid for the 160 million yuan tuition fee.
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