Samsung's sincerity on test

The company logo is displayed at the Samsung news conference at the Consumer Electronics Show (CES) in Las Vegas, January 7, 2013. [Photo/Agencies]

Despite Samsung's recent attempt to ease Chinese consumers' concerns over the safety of its Galaxy Note7 smartphone, its reputation in China could take a beating if it doesn't take substantial remedial measures to ensure users' safety. Just saying that two Galaxy Note7 phones caught fire recently because of "external heating" will hardly help the company win back the trust of Chinese consumers.

After similar problems were reported in the United States, the Republic of Korea-based electronics' company recalled its products worldwide, except those sold on the Chinese mainland. Samsung said the fires were sparked by the batteries supplied by a different provider. Such an explanation will make Chinese consumers feel discriminated against.

Can Samsung explain why the same batteries supplied by the same provider do not cause fire in mobile phones of other brands?

On Sept 20, consumers' rights and interests protection department officials in Shenzhen, South China's Guangdong province, asked Samsung to respond within 10 days to consumers' questions: Why it didn't recall the Note7 smartphones on the Chinese mainland? And why it agreed to recall 1,858 phones after it had had an "appointed meeting and talks" with China's quality watchdog?

As the deadline nears, it is hoped the company will give Chinese consumers a reasonable reply.

Following the reports on the Samsung product, some administrative offices and public places in China have banned the entry of Note7 users. Some airlines, too, have issued similar bans, not allowing Note7 in hand baggage or checked-in luggage.

Samsung responded swiftly and sincerely to consumers' fears in other markets, but has failed to address Chinese customers' concerns. Chinese consumers don't have to teach public relations to Samsung, but they can vote with their feet. And the impact could be devastating for Samsung, for Chinese are one of the largest groups of consumers of its products.--SZNEWS.COM