Samsung attributed the explosion to the battery cells. It is understood that there are two battery suppliers in the Note 7 series, namely Samsung's SDI and China New Energy Technology Co., Ltd. (ATL). Among them, 70% of the batteries are produced by SDI and 30% are from ATL. The problem is that the battery produced by SDI, and the supplier of the Galaxy Note7 of the Bank of China is ATL, so there is no safety problem with the battery and it will not be recalled.
Samsung in the recovery period is experiencing a new crisis, and the explosion of its latest flagship model Galaxy Note 7 is still increasing.
A few days ago, the Samsung Galaxy Note 7 smartphone exploded again, causing a 6-year-old boy in Brooklyn, New York, to burn his palm.
The new mobile phone that went on sale in August has not yet been with the iPhone 7 wrench, and Samsung has begun recalling 2.5 million defective Note 7 phones in more than 10 countries around the world. According to data released by Samsung on September 2, its customer service center received a total of 35 reports on the Galaxy Note 7 explosion worldwide. According to the Canadian Health Department, Samsung has reported more than 70 battery fires in the United States.
Samsung attributed the explosion to the battery cells. It is understood that there are two battery suppliers in the Note 7 series, namely Samsung's SDI and China New Energy Technology Co., Ltd. (ATL). Among them, 70% of the batteries are produced by SDI and 30% are from ATL.
The problem is that the battery produced by SDI, and the supplier of the Galaxy Note7 of the Bank of China is ATL, so there is no safety problem with the battery and it will not be recalled.
Although Samsung issued a statement, it has identified all the inventory of defective mobile phones, and called on consumers to change through various channels within a week. However, its brand image and explosion have gradually been bundled, and many airlines have added Samsung Note 7 to the no-fly list. Samsung's mobile phone security risks also have an impact on stocks and potential users.
Technical and quality control defects
In the Note 7 product introduction of Samsung's official website, "large-capacity battery, rapid charging" has become one of the highlights of the promotion. Its 3500mAh capacity battery is 500mAh higher than Note 5.
In the current situation that mobile phone manufacturers are catching up with fast charging, and lithium battery technology is quite mature, the fire and explosion of Samsung mobile phones is staggering. The Secretary-General of the China Mobile Alliance told reporters of the 21st Century Business Herald that "the battery has technical problems, the consequences are very serious. The average battery defect rate is less than one millionth, and it is within 2-3 years. Samsung mobile phone just listed One month, with 2.5 million units shipped, there are already dozens of mobile phones with problems, which is very exaggerated."
Koh Dong-jin, head of Samsung's electronic mobile phone division, said in an interview with the media that the explosion of the Note 7 device was caused by a battery defect and had nothing to do with the phone itself. He also said that there is a flaw in the battery manufacturing process, and a defect in the battery cell in Note 7 causes the positive and negative poles to meet abnormally, which is easy to cause an explosion.
For the cause of the explosion of mobile phone lithium battery, Wang Jingzhong, vice chairman of China Battery Industry Association, analyzed the 21st Century Business Herald reporter. It is more common that the mobile phone's anti-overcharge system fails, causing the mobile phone to overcharge and the battery cannot withstand the explosion, which belongs to the battery. The problem of its own. In the case of Samsung, Wang Jingzhong said that there are more problems in production management.
Laojiao also holds the same view. "Samsung Note 7 mobile phones have problems in circuit design and quality control. In addition, the products of the subsidiary companies are also used to save costs, resulting in more serious problems. Compared to recalls and returns, I I think Samsung should lock the phone directly because it is too dangerous for unsuspecting consumers."
Wang Jingzhong also told reporters that in recent years, lithium batteries have changed greatly, and life, capacity and safety have improved every year. In addition to electronic products, electric vehicles are also the main application targets. The manufacturer is most concerned about security issues, and the security of mobile phone batteries has been relatively stable.
In fact, the problem of mobile phone explosion, Apple, Xiaomi will have, but basically within a reasonable range, Samsung's so concentrated out of this time, it is really staggering. According to the reporter, Samsung's other Galaxy S6/S Edge battery uses a newer version of the battery, a new generation of lithium polymer battery that is smaller and less prone to heat. The electrolyte is changed from the flammable liquid of the current lithium ion battery to the non-flammable and non-volatile polymer electrolyte, which greatly enhances the safety and is relatively expensive. However, the battery in the Note 7 phone does not continue to use this type, it is still a normal lithium battery.
Brand crisis
The battery can be replaced and the product can be recalled. However, the re-engineering of the brand image is not easy.
First, after the Samsung mobile phone explosion continued to ferment, the airlines began to collectively “block†the Note 7 mobile phone. The US Federal Aviation Administration issued a warning on September 8th, “strongly recommend†that passengers do not start the Note 7 mobile phone after boarding. Charge it and don't put it in your checked baggage.
Japan’s Ministry of Land, Infrastructure, Transport and Tourism also issued an announcement on September 9th requesting domestic airlines not to allow passengers to use Note 7 mobile phones on the aircraft; on September 10, the Korean Ministry of Transportation required Note 7 mobile phone users to shut down during the flight, not Charge the phone and the phone cannot be placed in checked baggage.
On the same day, Singapore Airlines, Australian Airlines, Virgin Australia Airlines, and Emirates Etihad Airways also joined the ranks to issue a flight ban for Note 7 mobile phones. It is reported that HNA also issued a document saying that it will impose restrictions on passengers and employees to carry and use Samsung Galaxy Note7.
This incident also affected potential consumers and caused a blow to Samsung's stock market and sales market.
Lao Ting said, "This incident has a great impact on the brand. The cost of the recall will be very high. The stock market will also depreciate, but more importantly, consumers dare to buy your mobile phone. Samsung has seen a recovery since the end of last year. The impact of the bombings continues."
According to TrendForce analysis, the number of Samsung smartphones produced in the second quarter of 2016 was about 77 million, a slight decline of about 5%. However, before the launch of the next-generation flagship new machine, Samsung continued to support the cost-effective advantages of the J (Junior) series. The performance of the goods, Galaxy S7/S7 edge also due to strong promotions to make purchases continue. With the release of the new flagship Galaxy Note 7, with the highest component specifications (6GB LPDDR4, iris recognition, etc.) to attract consumer attention, it is expected that the third quarter will be a fierce battle with the new generation of iPhone.
But now, Samsung has to face serious security issues. In the stage of the intensive release and listing of new mobile phone manufacturers, small-volume manufacturers have not experienced serious explosion problems. Samsung, which has a complete industrial chain and component core technology, has been on the battery, attracting more questions. Although Note 7 in the Chinese market has not been recalled, Samsung’s gradual decline will also be shared by rising Chinese manufacturers.
The Galaxy Note7 with new battery is scheduled to be launched in South Korea on September 19, and new battery versions will be available in other countries and regions. And if Samsung can successfully save the crisis, it still needs to be observed.
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