Samsung CES will not apologize for Note 7 explosion: will continue to listen to customers' voices

Samsung CES will not apologize for Note 7 explosion: will continue to listen to customers' voices

The annual International Consumer Electronics Show (CES) will be held in Las Vegas, USA in early January 2017. As the protagonist of the Note 7 battery explosion incident, whether Samsung apologizes or ignores it, its every move at CES will once again be the focus.

Samsung recalled the Note 7 in September because of a battery design defect that caused the phone to catch fire and explode. It changed the battery supplier and gradually resumed sales, but the replaced phones still exploded, which seriously damaged Samsung's image. According to statistics, a total of 2.5 million Note 7s were recalled worldwide, with losses of at least $5.3 billion. However, in November, just as Samsung was in the midst of a mobile phone crisis, the US Consumer Safety Commission issued a statement to recall 2.8 million pulsator washing machines sold by Samsung in the United States, adding insult to injury. At this CES, Samsung's top question seemed to be what impact the 2016 crisis had on Samsung's products and brand? Is this impact still continuing? As one of the major exhibitors, Samsung's booth is more than 2,600 square meters and will display new TVs and other home appliances and mobile electronic products. Samsung is said to have no plans to comment on the recall at CES. Tim Baxter, president and COO of Samsung America, once said in a statement that Samsung's tradition at CES is to "introduce groundbreaking technological breakthroughs" and "we always focus on what consumers are most interested in." In addition to the apology letter published in the three major newspapers in the United States, Samsung will not mention the Note7 incident again this time. Only some executives will attend some small events and participate in discussions. In addition, Samsung will hold a press conference the day before the opening of CES to showcase the latest TV and other home smart technologies. Analysts pointed out that it would be wise to mention that the brand is strictly controlling quality issues at this time. Some analysts believe that Samsung's attitude is a manifestation of humility. Keeping relatively quiet and only showing existing products is considered to be guilty of the Note 7 incident. However, Samsung has another choice - to attract people's attention with a groundbreaking product instead of negative news, and to speak out as much as possible. Currently, 93% of the Note 7 has been recalled. Samsung recently issued a statement hoping that the remaining owners will return the problematic models as soon as possible. Samsung also said, "We will continue to listen to the voice of customers, continue to learn and work, to regain consumers' trust and confidence in our brand and products."

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.

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