On September 2, 2016 (August 2, 2016 in the lunar calendar), Samsung Note7 had its first global recall and replacement plan. Samsung Note7S was deeply trapped in the "explosion door" and Samsung's "explosion door" continued to ferment. Although Samsung claimed that the National Bank version of Note7 would not explode, there have been two consecutive suspected explosions of the National Bank version of Note7 recently. In the early morning of September 18, netizens "Chihuahua You" posted on Baidu Note7 Tieba that their purchased National Bank Samsung Note7 Coral Blue Edition exploded. On September 19, a user with Tieba ID @Meow Star Maruko said that his National Bank gold Note7 also exploded and put two pictures of the phone after the explosion. The two suspected cases of the National Bank version of Note7 were sold by JD.com channels. In this regard, JD.com said that it had "properly handled" the battery explosion on September 18, but did not reply to the explosion on September 19. Samsung said that the media reported the burning incident of Note7 was caused by external heating. The industry believes that Samsung National Bank Note7 is experiencing an unprecedented crisis of trust. Note7 exploded in South Korea (Source: ppomppu) Note7 exploded in South Korea (Source: ppomppu) After Samsung suspended sales and recalled Note7 globally, it started a recall plan in China. To be on the safe side, domestic Note7 users can shut down and wait for the product to be recycled. However, after causing users to laugh and cry around the world, several explosions and personal and property damage caused by a mobile phone will obviously not end so smoothly. Samsung Galaxy Note 7 "Explosion Door" Review: On August 2, Samsung Galaxy Note 7, which integrates iris recognition, hyperboloid screen, excellent camera, stylus and many other technologies, was grandly released in New York, USA. On August 24, the first Note7 explosion occurred in South Korea. On August 29, the National Bank Note7 was released in Beijing. On August 31, Samsung Note7 had several explosions and fires. Samsung issued an emergency statement, saying that the product needs to undergo additional quality testing, and the delivery time of Note7 is delayed. On September 1, the first online and offline sales of the Note7 in China continued as usual, and the coral blue model with a gold frame and a blue glass body became a hit. On September 2, Samsung announced that it would suspend the sales of the Note7 in 10 countries and start the first global recall and replacement plan of the Note7. But at the same time, it said that due to the use of different battery suppliers, the National Bank version of the Note7 sold in the Chinese market is not included in the recall. On September 8, the US Federal Aviation Administration advised passengers not to use the Note7 mobile phone on the plane or charge it. After that, many domestic airlines issued similar warnings to passengers. On September 18, the National Bank version of the Note7 "first exploded". Samsung said after self-testing that it was caused by external heating, that is, man-made, and warned that it reserves the right to sue relevant personnel. Since then, there have been several cases of explosion and fire of the National Bank version. On September 29, Samsung issued an apology to domestic consumers after being interviewed by the General Administration of Quality Supervision, Inspection and Quarantine. Samsung said it stressed that "it has never and will never apply double standards to China". During the period, 1,858 evaluation machines were recalled. On October 5, the replaced Note7 safety version "first exploded" and caught fire on a Southwest Airlines flight. The so-called National Bank version model is safe and harmless. After several so-called "safety version" fires occurred, major US carriers stopped selling the Note7 and stopped providing new machines. On October 10, Samsung stopped production of the Note7. On October 11, Samsung announced that it would stop selling all Note7s, including the National Bank version. At the same time, it launched a recall plan for the National Bank version of Note7 that has been sold. For Samsung, which has diverse sales channels, it is a slow process to simply pass on the top-level policy adjustments to every sales counter. Dixintong, Suning, Gome, etc., its proud offline resources have become a burden at this time. On October 11, the day the National Bank of China's Note7 recall plan was announced, we were still able to buy this product in the comprehensive experience store near the Sun Palace in Beijing, and the clerk's statement was consistent with earlier that the Note7 National Bank version battery did not pose a safety hazard. In contrast, the mainstream online sales channels of Galaxy Note 7 quickly terminated the sales of this product. Now there is no Note7 shadow in the product category in the mainstream online channels such as Tmall, JD.com, and Suning. Except for the occasional corner, you can see the remnants of promotional pages, but there is no stock to choose from. And this time, Samsung China's response to the latest recall plan was as usual half a beat slower. The media and the public first learned that the National Bank Note 7 recall plan was on the official website of the General Administration of Quality Supervision, Inspection and Quarantine. A few hours after the news was announced, Samsung's official statement arrived. At the same time, the sentence in the message "Interview and start defect investigation in the Law Enforcement Supervision Department of the General Administration of Quality Supervision, Inspection and Quarantine" also exposed Samsung's passive attitude in the recall plan. What is even more incomprehensible is that the recall plan announced by Samsung's official website is not as detailed and candid as a message from the official website of the General Administration of Quality Supervision, Inspection and Quarantine, and does not contain a specific recall plan, only saying, "We guarantee that we will do our best to ensure that the implementation of relevant measures is carried out in a convenient and efficient manner. If there is further relevant information, we will announce it through the Samsung Electronics official website (www.samsung.com/cn), and consumers can also learn about the specific situation through the Samsung Electronics after-sales services center (400-810-5858). "The recall measures filed by Samsung with the General Administration of Quality Supervision, Inspection and Quarantine have not been officially announced: (1) replace consumers with other models of new Samsung mobile phones for free, refund the price difference between the two products, and give a shopping coupon of 300 yuan; (2) give a full refund according to the original purchase price, and recycle the product at the same time. Consumers can choose one of the above two ways. The product postage costs incurred by consumers in cooperating with this recall are borne by Samsung (China) Investment Co., Ltd. The first explosion of the National Bank Note7, the second explosion of the Coral Blue version (Source: Baidu Note7 Tieba), the gold version (Source: Baidu Note7 Tieba) Samsung's original sin Note7 does indeed have design flaws and safety hazards. Dozens of intensive fires around the world cannot be concealed. Earlier statistics showed that the number of failures per million Galaxy Note 7 units was 24, that is, the failure rate was 24 per million. Although in terms of absolute number or failure rate, this value is not high. Many domestic media quoted a data showing that under normal circumstances, the defective rate of mobile phone batteries should be less than one in a million. This means that the failure rate of Note 7 batteries is 24 times that of the conventional standard. And there is no global recall. This is absolutely intolerable to the "national pride" of Chinese consumers. On September 2, Samsung announced a global recall of Galaxy Note 7, involving only more than 1,000 experience machines in China, including this one received by PingWest. Later announcements confirmed that the first batch of machines recalled in China was 1,858. The day before, the National Bank version had just gone on sale. This poked into the sensitive area in the hearts of many people, and the loss and frustration of several car brand recalls that China was not the only one came to mind. Samsung insisted that "the National Bank version officially released in the Chinese mainland from September 1, due to the use of different battery suppliers, is not in the scope of this replacement, and Chinese consumers can buy it with confidence." Even after several fires and explosions in the National Bank version sold in the Chinese mainland, Samsung still believes that "the National Bank version has no safety hazards". After testing the Note7 that caused the first explosion of the National Bank of China, Samsung announced that it was "caused by external heating", and secretly threw the pot to a competitor. Admittedly, there are many doubts about this fire and explosion incident itself. For example, a few days before the incident officially happened, there were rumors in the media group. Samsung once wanted to sue consumers for slander. And this is obviously another trick. It is self-evident who can occupy the high ground of public opinion more in the confrontation between the strong and the weak. Also from the official website of the General Administration of Quality Supervision, Inspection and Quarantine, as of now, there have been 20 overheating and burning accidents in the Chinese mainland. This number is significantly higher than the "several" previously reported by the media. The most lethal blow to the Samsung brand was on the morning of October 5, when a replacement Samsung Note 7 phone smoked before takeoff, burning out the flight floor and canceling the flight. This directly shows that the replacement phone is not safe. The battery supplier of the product used for replacement and re-sale is the same as the National Bank of China version, which is the same as ATL. The following week, there were several "safe version" Note7 fires and smoke incidents in the United States, which directly led to the local major carriers to stop selling Note7 and no longer provide new machines. Samsung later said that the product may have other design defects, and asked users to stop using Note7, and stopped manufacturing Galaxy Note 7, which was suspended worldwide. This blockbuster product, which combines Samsung's display screen, photography, iris recognition, semiconductor and other advanced technologies, came to a tragic end. The one who strangled Samsung is actually the same one who made the "personal bomb" Note7. However, for the South Korean giant Samsung, a single Note7 may not be fatal, even if it is the blockbuster flagship of Samsung Electronics in the second half of the year, and Samsung Electronics is a cash cow that Samsung Group relies heavily on. In terms of stock price, the design flaws and safety hazards of the Galaxy Note 7 have caused more damage to Samsung than the 2008 financial crisis. Samsung announced that the global sales of Galaxy Note 7 were suspended on the same day, its stock price closed down 8%, reaching the largest one-day decline in 8 years. And if Samsung completely stops selling Note7, mobile phone sales will lose about 19 million units, which is also the sales estimate of Note7 given by analysts earlier. The loss of revenue is 17 billion US dollars, and the profit will be reduced by about 5 billion US dollars. However, Samsung, as the only mobile phone brand with deep participation and layout in the upstream and downstream of the supply chain, has self-sufficiency, self-produced and self-sold technology and cost advantages. This is unmatched by any competitor. It will not collapse so easily. Of course, Samsung Note7 "explosion door", there is still a relatively big doubt, Samsung's detection pointed to whether the first national bank Note7 explosion caused by external heating was caused by competitors? It's just that these are not important. In the business world, it is customary to use both hard and soft conspiracy and conspiracy, and it will most likely be reduced to a melee of competing fan loyalty and naval strength. Under the influence of the Note7 explosive door, the vitality accumulated by Samsung with the two super popular products Galaxy S6/S7 series seems to have been scattered again, returning to the state of late 2014 and early 2015. At that time, "Samsung's prosperity crisis" was the mainstream argument. This time, Samsung is shaking the foundation of the brand.