Dialing into nostalgia, Nokia's latest launch sells out in two days in China
Earlier this month, Nokia launched an all-new 3210 4G feature phone, coinciding with the 25th anniversary of the original model. Within two days, it was completely sold out in China. The reboot incorporates modern features, including a 4G connection, a larger screen, built-in music apps and support for Alipay. The phone also has a two-megapixel camera that produces results similar to old-school point-and-shoots, now regaining popularity on Xiaohongshu.
Most notably, the model released in China does not support WeChat, which strengthens the product’s value proposition as a stripped-down yet stylish option for consumers actively choosing to eschew smartphones.
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The success of the Nokia 3210 4G rides on two main consumer movements — the rise of the nostalgia economy and a growing preference for dumbphones. The original 3210 is a Y2K classic and remains one of the most popular feature phones worldwide, with 160 million units sold.
In addition to leaning heavily into the retro aesthetic, the reboot invites consumers to recall a 'simpler' time when our relationship with technology was less complicated.
