iPhone's Empty Spot Swallowed... Samsung Z Flip4 & Fold4 Online Battlefield

Busy Online on First Day of Pre-Orders
Major Sites Face Consecutive Sellouts
Feeling the Shift in On-Off Market Trends

Apple Expected to Unveil New Products Next Month
Samsung Aims to Sell 10 Million Foldable Phones
Strengthening Hold on Premium Phone No.1 Position

Customers are making pre-orders at the Samsung Digital Plaza Hongdae Main Store in Mapo-gu, Seoul, on the 16th, the start date for pre-order registration of Samsung Electronics' new foldable phones, the Galaxy Z Fold4 and Galaxy Z Flip4. Photo by Jinhyung Kang aymsdream@

[Asia Economy Reporter Cha Min-young] On the 16th at midnight, when pre-orders for Samsung Electronics' fourth foldable smartphone began, a "silent" click war broke out on online malls such as Coupang and 11st, as well as internet communities. In contrast, the area in front of Samsung Digital Plaza near Hongdae Ipgu Station was quiet that morning. It is being evaluated that the status of online and offline markets has completely reversed even in the high-priced smart device market priced in the millions of Korean won.

Coupang and Samsung Official Website Sold Out of 2nd and 3rd Batch Stock

At around 7:25 AM on the 16th, the pre-order page for the 'Galaxy Z Flip4' 256GB self-supply product on Coupang shows a temporary out-of-stock notice.

From midnight on the 16th, when pre-orders started, "Galaxy Z Fold4 and Z Flip4" became popular search terms on Coupang. The initial stock for unlocked pre-orders sold out quickly, leading to restocking of the 2nd and 3rd batches. As of 7:25 a.m. that day, the Z Fold4 unlocked 256GB Beige and 512GB Gray Green, Beige, and Black models were all temporarily sold out, and the Z Flip4 256GB four models were also temporarily sold out. Each time a small quantity of stock was replenished after selling out, the online pages rapidly changed. On 11st, which held a live unlocked sale for two hours starting at midnight, the cumulative number of viewers reached 700,000.

Customers also flocked to Samsung's official website. Samsung.com has the advantage of offering popular Bespoke editions such as Z Flip4 Gold Yellow, White, Black Khaki, and Khaki combinations. The Z Fold4 1TB model and Burgundy color model are also exclusive to Samsung.com. The Galaxy Campus Store, targeting university students, experienced temporary access delays that morning. When accessing Samsung.com, a notice appears stating, "Due to increased traffic from the Galaxy new product pre-sale, site access is temporarily delayed."

On various forums, posts certifying successful pre-orders and information comparing benefits from online and offline sales channels continued. Except for customers wanting specific editions, buyers were divided into those who preferred discounts and gifts and those who wanted fast delivery. The former preferred purchasing through Samsung's official website or online carrier agencies, while the latter preferred platforms like Coupang or Kurly that support early morning delivery.

You can also easily find YouTube videos recommending stores offering maximum pre-order discounts. Offline stores are competing by offering additional benefits through mobile gift certificates or affiliated memberships. For example, Homeplus attracts customers to its Digital Plaza stores by offering discounts on Homeplus mobile gift certificates.

Open Run Is a Thing of the Past; Offline Becomes a Secondary Marketing Channel

Customers visiting the Samsung Digital Plaza Hongdae Main Store in Mapo-gu, Seoul, on the 16th, the pre-order start date for Samsung Electronics' new foldable phones 'Galaxy Z Fold4 and Galaxy Z Flip4,' are making pre-orders. Photo by Jinhyung Kang aymsdream@

Conversely, the status of large Digital Plaza stores that used to cause long queues due to open runs has diminished. Annual events commemorating the first customer activation at the three major telecom carriers' agencies have also become rare. That morning, there was not a single waiting line before the 10:30 a.m. opening in front of Samsung Hongdae Digital Plaza. After opening, the number of visitors gradually increased, with more people seeking the Flip4 and Fold4, but overall, fewer than 10 people were present, making it generally quiet.

Professor Lee Eun-hee of Inha University's Department of Consumer and Child Studies said, "There is a tendency for people's preferences to be amplified when there is enthusiasm for purchases online, so it seems Samsung planned to make it a hot topic online. In an online-centered market, offline should now be seen as a supplementary marketing channel."

Targeting the Gap Left by iPhone 14, Maintaining No.1 in Global Smartphone Sales

Customers visiting the Samsung Digital Plaza Hongdae Main Store in Mapo-gu, Seoul, on the 16th, the pre-order start date for Samsung Electronics' new foldable phones, the Galaxy Z Fold4 and Galaxy Z Flip4, are experiencing the phones. Photo by Jinhyung Kang aymsdream@

From Samsung Electronics' perspective, it is fair to say they have staked everything on the Z Fold4 and Z Flip4. Since new iPhone releases typically occur in September, this timing is ideal to target the gap left by the iPhone. Some speculate that the iPhone 15, expected next year, will feature a USB-C port instead of the Lightning connector, leading some to believe consumers might skip the soon-to-be-released iPhone 14. Tae-moon Roh, President of Samsung Electronics' Mobile Experience (MX) Division, said at a press conference for the "Galaxy Unpacked" event held in New York, USA, "The popularization of foldable smartphones has already begun," and declared this year as the inaugural year to sell over 10 million foldable phones.

They also plan to maintain the top spot in cumulative global smartphone sales. The overall global smartphone market is deteriorating. According to market research firm Counterpoint Research, global smartphone shipments in Q2 this year totaled 294.5 million units, down 9% from last year. Concerns about negative growth this year stem from exchange rates, inflation, and international political uncertainties. Roh emphasized, "Demand for flagship and premium products remains steady and is growing in some advanced markets. Our goal is to lead demand in the premium market and expand market share through the Z Flip4 and Z Fold4."