The reason for the Samsung note7 explosion is that the crisis has passed.

It cost $5 billion, used 200,000 Notes 7, used more than 700 company research institutes and engineers, and found three neutral investigation agencies. Samsung today officially announced the results of the Galaxy Note7 damage incident: battery design and manufacturing.

Truth: Still the battery is causing trouble

Samsung Mobile President Gao Dongzhen said at the press conference, "From the conclusion point of view, Galaxy Note7 is burned because of the battery. In order to pursue innovation and superior design, we set the specifications and standards for the Galaxy Note7 battery. There are problems in the design and manufacturing process."

The picture shows Samsung's large-scale equipment test - battery

Among them, the A battery recalled for the first time and the B battery recalled for the second time are different. Battery A is mainly caused by the extrusion of the negative plate, and battery B is the source of the real accident due to the melting of the copper foil. In addition, some batteries were found not to use insulating tape.

On the other hand, third parties such as Underwriters Laboratories (UL), Exponent Laboratories, and TUV Rheinland have conducted independent investigations into the possibility of a Note 7 incident.

UL conducted the first phase of investigation on ten damaged equipment. The survey results show that the reasons for assembly, manufacturing and battery design are both present.

Manufacturing reasons include the lack of bumps on the tabs, resulting in internal short circuits; the battery design includes a thinner isolation film, resulting in poor protection. In short, the production and design of the battery also led to the spontaneous combustion of Note 7.

In the investigation of Exponent's laboratory, there was a damage to the cathode membrane in the battery of Company A, which easily caused damage to the separator and eventually led to fever.

The picture shows the 8 heavy battery safety inspection measures

Samsung said it will learn the lessons of the Note 7 incident and develop an “eight-cell battery safety inspection measure” to ensure the battery is safe and reliable. It also adopts the “multi-layer security measures agreement” during the product planning phase. In addition, Samsung has set up a team to focus on the development of 12 core components of mobile devices.

Note 7 event review

This is the reason for the official announcement of Samsung's first self-ignition of the Note 7 mobile phone battery in South Korea on August 24, 2016. So is this thing turned over? Maybe not that simple.

From the world's first launch on August 2 last year to the October 11th announcement of discontinuation and global recall, Note7 was once regarded as "the most perfect flagship smartphone in Samsung history", which carries the hope of slamming Apple's iPhone7 and boosting Samsung's mobile phone business. . But what is embarrassing is that this phone has a lifetime of only 71 days, so it is also called "the shortest life flagship in history."

The picture shows the previously burned Samsung Note7

On September 2 last year, Gao Dongzhen apologized for the Note 7 battery burnout incident, saying that spontaneous combustion was caused by battery defects, not related to the phone itself, and announced a global replacement plan for GalaxyNote 7. However, in a paper statement given by Samsung Electronics of China, Banknote Note 7 is not in the process of recall.

"The version of the Bank of China officially launched in the Chinese market since September 1st, due to the use of different battery suppliers, and not in this replacement category, Chinese consumers can rest assured to buy." China Samsung Electronics said in a statement at the time.

According to Samsung's previous announcement, Note 7 has two battery suppliers, Samsung SDI and Hong Kong-based ATL. The two accounted for 70% and 30% respectively. Samsung’s statement at the time stated that Samsung’s Note7 was powered by ATL.

Since then, the incident has continued to ferment, and ATL has also issued relevant statements to support the National Bank Note7 without problems. However, things did not end there.

On September 10 last year, the US FAA (Federal Aviation Committee) announced that Samsung Note 7 was included in the no-fly list, and even consignments were limited. Affected by this, Samsung's share price plummeted, and the market value evaporated more than 10 billion US dollars.

On September 18th, the suspected National Bank Note 7 first bombing was exposed online. On the 29th of that month, Samsung China publicly apologized to Chinese consumers for the first time, and claimed that it never and never would adopt double standards for China and introduced the first Three-party authoritative testing agency.

The official announcements that follow one after another do not obscure the reports of the self-ignition of the Note 7 battery. After several incidents of the Note 7 fire incident were reported, US operator AT&T announced the discontinuation of Note7.

On October 11, 2016, Samsung filed a record with the AQSIQ and recalled all 190,984 Note7s sold in mainland China from now on, and announced the details of the specific recall compensation. At the same time, it issued a statement to apologize to Chinese consumers again.

At the press conference, when talking about the first recall of Samsung Note7, facing the question of double standards in the Chinese market, Gao Dongzhen explained that China's products use B batteries, and B batteries do not have A batteries. The problem occurred, but the result was that the B battery found a problem that was not found on the A battery.

The so-called A battery is actually provided by Samsung's own SDI, while the B battery is provided by ATL in Hong Kong, China. ATL also supplies mobile phone manufacturers such as Apple and Huawei. The same is the use of ATL batteries, Apple, Huawei and other manufacturers why there is no problem? There is no response from Samsung.

"Rethinking, at that time, Chinese consumers should be more accurately communicated and explained, then there will be no double standard misunderstanding." Here, Gao Dongzhen once again apologized to Chinese consumers. He stressed that the Note 7 battery problem is a very low probability event.

Currently, Samsung recalls 96% of the sold Note 7 devices worldwide, totaling 3.06 million units.

Samsung has never recovered from this?

In the past few months, the Note 7 incident has caused Samsung to be negatively entangled. Foreign media reported that Samsung suffered a huge loss of $19 billion. In addition, Li Zaijun, the head of the company, was accused of bribery in the South Korean president’s confidant scandal, and has recently fallen into a trap. Therefore, the voice of Samsung is constantly changing.

However, from the recent financial report released by Samsung, the impact of the recall on the overall performance of Samsung Electronics is far less than expected.

According to the financial report released last year, Samsung’s overall operating profit in the third quarter fell by 30% to 5.2 trillion won based on nearly 7.4 trillion won a year ago, and net profit fell 16.8% year-on-year to 4.54 trillion won. For $4 billion, revenues fell by 7.5% to 47.82 trillion won.

Among them, the operating profit of the mobile sector dropped by 96%. But Samsung Electronics said that the increase in sales of memory chips and display panels offset some of the impact of the sharp decline in mobile phone business and compensated for some of the losses caused by Note 7.

In addition, investors are still optimistic about Samsung Electronics. Analysts believe that the rise in the price of memory chips and the shortage of OLED displays have brought huge profits to Samsung and achieved rapid growth. In addition, the depreciation of the won has also contributed to a certain extent.

After Samsung Note7 announced the global suspension of production recalls, domestic mobile phones began to seize the market gap of Samsung hyperbolic screen. Xiaomi, Huawei, and vivo have launched products with hyperbolic screen design.

The analysis predicts that Samsung's operating profit in the fourth quarter of this year will reach 9.2 trillion won (about 7.8 billion US dollars). On December 22 last year, Samsung Electronics shares reached an astonishing 1.812 million won at the close, setting a new high for Samsung Electronics since its landing in the Korean stock market in 1989.

The crisis of trust has not yet turned

The economic loss of Note 7 can be offset by the panel and chip business. The results of the survey are announced, but it does not mean that this matter has passed. The most serious trust crisis that Samsung has encountered in history has not been completely lifted.

"Connected" magazine wrote that the incident of Samsung Note 7 not only affected the sales of mobile phones, but also affected the brand value. The impact of this incident on Samsung is far more than the product itself.

After the Note 7 incident, Samsung’s actual head Li Zaiyu also has troubles in the near future. On January 16, 2017, the South Korean special prosecutor applied for an arrest warrant against the actual head of the Samsung Group, Li Zaijun, accusing him of bribery in the South Korean presidential confession scandal.

Although he eventually escaped from the robbery and was prevented from being arrested, this incident is undoubtedly another major injury to the Samsung brand image. Even Korean media reported that the Samsung bribery scandal is a shame for South Korea.

"The loss of consumer trust cannot be calculated with money." As the South Korean "Korean Daily" pointed out in the comments. Note 7 The truth of the spontaneous combustion incident has become clear, but the trust crisis that Samsung has encountered will not be reversed. The real test of Samsung mobile phones is still behind.

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