Crossing Borders in Popularity... Galaxy S21 Sets Pre-Order Record with UK Fans' Enthusiasm

Strong Pre-Orders Despite COVID-19
Enthusiastic Fans' Buying Desire Stimulated Despite Charger Exclusion Issue
Prestige in the Premium Smartphone Market

Galaxy S21 Ultra Phantom Black

[Asia Economy Reporter Cha Min-young] Samsung Electronics' new Galaxy S21 series has captivated not only domestic consumers but also those in the United Kingdom. Despite the adverse effects of COVID-19 and competition with rival Apple, it achieved strong results. Domestically, following robust pre-order sales, initial sales exceeded those of the previous Galaxy S20 series by more than 30%. In the UK, it set a new pre-order sales record, surpassing the all-time bestsellers, the Galaxy S20 and S10 series.

Pre-order 'Fever' in the UK Following Domestic Success

According to Samsung Electronics UK on the 12th, the Galaxy S21 series broke the record for the highest sales among flagship smartphone lines during the pre-order period ending on the 28th, surpassing the S20 and S10.

In particular, the top-tier Galaxy S21 Ultra accounted for more than 50% of total sales, driving overall strong performance. This is attributed to the inclusion of the versatile S Pen, also available in other Samsung electronics, and the high demand for high-end products in the UK, similar to the US market.

IT specialized media responded that the Galaxy S21's performance was unexpectedly strong. This is notable given the challenging external environment, including the COVID-19 situation and intensified competition in the premium smartphone market. Android Authority, an IT media outlet, commented, "Although Samsung Electronics did not include a microSD slot or smartphone charger, the enthusiasm of passionate Galaxy S21 customers could not be stopped."

Earlier, positive results were achieved in domestic pre-orders, and strong sales continued after the official launch on the 29th of last month. The Galaxy S21 series recorded sales approximately 30% higher than the previous Galaxy S20 series. By model, the standard Galaxy S21 accounted for 40% of total sales, the highest, followed by the top-tier Galaxy S21 Ultra at 36%.

The pre-order volume, launched more than two months earlier than usual, also exceeded expectations. Despite being January, not the typical peak replacement period of March to April, sales were strong. For some popular models, due to insufficient stock, the pre-order activation period and gift application period were extended to February 4 and February 15, respectively.

Strong Sales Attributed to Design Improvements and Lower Price

Samsung Electronics cites design improvements and technological prowess as reasons for the strong Galaxy S21 sales. The contour-cut design, which connects the smartphone body, metal frame, and rear camera, along with AI-integrated cameras, were highlighted as strengths. Additionally, the Galaxy S21 standard model was the first 5G flagship smartphone priced below 1 million KRW at launch, which positively influenced sales. Events linked with mobile carriers and increased unlocked sales associated with budget phone plans were also cited as factors.

SamMobile stated, "When the Galaxy S20 series was released last year, Samsung Electronics faced much criticism for sharply raising prices, but they responded by applying a lower price range for the Galaxy S21. From a design perspective, the application of contour-cut makes it sleek, and the server capacity is currently the best in the market," they evaluated.

However, there is heated debate and dissatisfaction regarding the decision not to include a charger, the plastic rear material, and heating issues. In particular, criticism is strong that, like Apple, which did not include chargers with the iPhone 12 series launched at the end of last year, Samsung also excluded the charger. Another major criticism is that the device's materials are plastic rather than glass, which is seen as lacking a premium feel.

This content was produced with the assistance of AI translation services.