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On July 6, Samsung opened with great pomp a new showroom on the Avenue des Champs-Élysées. A risky bet for the brand that wants to renew a bit of its way of communicating to jostle actors like Xiaomi and Apple.
The front of the Samsung store that opened on the Champs-Elysees in Paris. (credit: Samsung – Twitter)
Samsung has just opened a boutique on the Champs-Élysées in Paris. The event is not incredible, but reflects a new strategic and marketing effort by the Korean giant. Even though the company has just reported a quarter somewhat below market expectations, the French branch of the Korean conglomerate is trying to improve its image with a new storefront on the most beautiful avenue in the world.
But talking about a shop is almost a bit misleading. In fact, the hundreds of square meters invested by Samsung have more purpose to serve as a showroom than anything else. It will not be possible to come out with a brand new Galaxy S9, but at most to order it for delivery later.
Apple and Xiaomi in sight
100 Avenue des Champs-Elysees is more an opportunity for the brand to highlight all its novelties whether in television, refrigerator or smartphone. A strategy not quite chosen at random since the exercise of the "concept store" is nothing new. Apple Stores have been operating on the same principle for years, and Xiaomi has also just opened the doors of a physical store in Paris. We can not help but think that this luxury case for Samsung products is a tactic to upset the Chinese manufacturer.
By opening a shop as soon as it is established in France, Xiaomi has hit hard and offers the curious to taste its ecosystem and then, why not, buy the products and accessories that accompany it. Maybe even go to buy this scooter that made us look when we came to buy his smartphone. Despite its position as a giant of high-tech, Samsung did not offer such an experience, or proposed more to tell the truth.
A similar store had opened near the district of the Madeleine in Paris, but was today transformed into a Tesla showroom. The first Samsung Store, located on Scribe Street in the capital, has also lowered the Iron Curtain. In other words, the history is not excellent. This is perhaps why Samsung has announced to be there " for one year ". We do not know if the lease will be renewed, but on the other hand we know that the store may soon have competition. Apple will open its new store at 114 Avenue des Champs-Elysees, a hundred meters away.
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