三星的破局之道：以旧换新实现战略闭环

Core Viewpoint - Samsung is enhancing its trade-in strategy to narrow the "value perception gap" with Apple in the high-end smartphone market, focusing on improving the resale value of devices, accelerating the adoption of premium models, and increasing user loyalty [1][4]. Group 1: Trade-In Strategies - Samsung's "Overtrade" incentive has been a long-standing promotional tool, offering additional trade-in value for specific models to boost high-end device sales, effectively lowering the entry barrier for flagship models [2][7]. - The Galaxy Club, active in the US and UK, guarantees 50% buyback value within 12 to 15 months, along with 0% interest installment payments and service rewards, aiming to shorten the device upgrade cycle [5][6]. - The newly launched Galaxy Trade-In program in South Korea and France allows users to recycle old Galaxy devices at any time, enhancing user convenience and extending device lifecycles [6][7]. Group 2: Market Dynamics and Performance - The average resale value of the iPhone 15 after one year is 50%, while the Galaxy S24 series stands at only 40%, highlighting the importance of Samsung's trade-in strategies to improve resale value [4][8]. - Samsung's global average selling price (ASP) increased by 45% from $389 to $528 between 2022 and Q1 2025, with devices priced above $600 rising from 18% to 32% of total sales [2][8]. - The combination of Galaxy Club, Galaxy Trade-In, and Overtrade strategies aims to maximize trade-in values, making high-end models more affordable and enhancing brand loyalty [7][8]. Group 3: Balancing Sales and Sustainability - Smartphone manufacturers face the challenge of relying on new device sales for quarterly financial goals while also needing to expand the second-hand market to enhance software ecosystems and user bases [11][12]. - Samsung's Trade-In program addresses this conflict by subsidizing trade-ins, lowering the entry barrier for high-end models while injecting quality devices into the second-hand market [12]. - A comprehensive strategy that integrates hardware sales, service innovation, and ecosystem development is essential for achieving a balance between short-term performance and long-term sustainability [12].