“The more offers there are, the more the market will develop! » Guillaume Berlemont, Xiaomi's French marketing director, is confident as the manufacturer launches its Mix Flip, its first foldable smartphone, in France. Six years after Samsung… anyway! And while still waiting for Apple…
Since its first Galaxy Z Flip and Z Fold, the South Korean giant has only just been tickled by a few daring rivals: Motorola, Oppo, OnePlus, Honor and recently Google and Xiaomi. All have launched one or more foldable smartphones, but Samsung, which renews its range every year, remains the undisputed leader in the sector. We're talking about 99% market share, all the same!
Hundreds of thousands of pieces
“Flip or Fold, these two formats allow us to reach a lot of people,” comments William George, head of the Samsung France marketing group. Who, however, will not release any sales figures.
We have just learned that the installed base of Samsung foldable smartphones in France would be several hundred thousand pieces. Or that the manufacturer sells two Flips for one Fold. Or even that the first buyers of Galaxy Z Flip and Z Fold renew their equipment by upgrading to its sixth generation.
Market size, unknown territory
Samsung's hegemony does not seem to worry Xiaomi, the third largest seller of smartphones in France (with 19% market share), behind Apple and Samsung: “Samsung has opened the way and the smartphone market foldable gets bigger. The question is to know up to what size,” analyzes Guillaume Berlemont of Xiaomi. Who, to counter the leader hasn't brought out the big guns yet…
As interesting as it is, its Mix Flip isn't technically the foldable that will turn the table over. “We are still responding to the general lack of power on this type of foldable by integrating the latest Qualcomm processor, with more advanced photo sensors and a higher capacity battery,” defends the France marketing director of Xiaomi. Certainly, but the Mix Flip is not waterproof, where all its competitors are. And it is sold for 1,300 euros in 512 GB. The same price excluding promo as that of the Samsung Z Flip 6…
The new premium strategy
Gone are the days when Xiaomi played game changer with smartphones with specific features premium but at low prices? “No, those days are not over. And this remains the DNA of Xiaomi on certain smartphones (the T Series, for example) or the products of the Xiaomi eco system,” reassures Guillaume Berlemont. In fact, the manufacturer also wants to build an image with the foldable premium which it is still struggling to assert on most of the models in its range. And take care of your margins. No, there is no philanthropy in the world of telephony…
Same philosophy at Samsung. “It is obvious that foldable smartphones are part of a strategy premium at our place. And it is important that they are positioned in this niche,” explains William George, head of the Samsung France marketing group. Which completes: “The premium is a growing market. Consumers are willing to pay more for better quality smartphones, which they will keep longer.”
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“A great launch in 2025”
You will have understood: faced with buyers who are perhaps ready to invest a little more in a smartphone with a good technical sheet (and a side hype !), with updates and patchs safety over several years, the foldable is today an argument for manufacturers. Who are probably not about to lower the price. Even if we like to dream of a state-of-the-art Flip under the 1,000 euro mark. “This is what we should achieve as a remedy,” we confirm at Xiaomi. But the manufacturer will not play “Free” on the foldable market by slashing prices to establish itself. Foldable for everyone? You will return…
Its Mix Flip (5,000 pieces only available in France) is a trial run, which allows the Chinese brand to take the temperature of the market, and of distribution too, before “making a great launch in 2025”, says Guillaume Berlemont . Patience, therefore.
As for Samsung, the South Korean obviously doesn't really want to hear about lower prices. The manufacturer prefers to cite Black Friday, Christmas promotions, then sales as levers for price reductions on its Galaxy Z Flip and Z Fold. These meetings allow buyers to spend less, it's true, but also allow the manufacturer to maintain the face price of its devices. That he will then continue to sell at a high price.
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