On January 11, Mr. Tian, who plans to change his mobile phone before the Spring Festival, browses mobile phone products at will on the Internet. He found that the 64G iPhone 8 sold for 3999 yuan on the platform in Jingdong. Although this memory does not seem to meet his needs, the price is attractive enough because it is already 700 yuan cheaper than before. Another iPhone 8P offers up to 900 yuan.
On another direct-operated e-commerce platform, Suning Easy Buy announced a subsidy promotion for the iPhone XR, which has just been on the market for less than three months. The purchase of the product can be reduced by 500 yuan, making the final price of 128GB version of the product 5799 yuan, which is 1200 yuan lower than Apples official website itself. While Suning announced subsidies to promote the iPhone, its official Weiwei also sent out letters comparing the prices of Friends products and calling Friends for a new round of price reductions.
Although the textures or words with a slightly provocative flavor, let netizens understand that it is for shouting Jingdong, but the first action is the real friend of Suning - Tianmao. Tianmao Mobile said in the afternoon of January 11 that it subsidized popular models such as the iPhone XS and XSMAX during the New Years Festival, with the new iPhone dropping by up to 1500 yuan.
Although the promotion of the three platforms looks like an annual promotion before the Spring Festival, it is not difficult to find the cleverness in Jingdong and Tianmaos response to the Beijing Youth Daily reporter - the price reduction has been authorized and recognized by Apple.
In response to the interview about the price reduction, Jingdong said that it was officially notified and authorized by Apple. Tianmao said, This is the official price reduction for authorized distributors of Tianmao Platform by Apple. This also explains why the price of Apples official website has not changed, but in the flagship store of various e-commerce platforms, the price has been greatly reduced.
Buying machines at a higher price is no longer possible
Small and Medium-sized Businessmens Profits Thinned
Beiqing Daily reporter learned that before that, Apple was very strong. Because of the scarcity of Apple mobile phones in the channel, Apple had strict control over the channel and price. It held the pricing power in Apples hands, and did not authorize its channel to reduce its price substantially without authorization.
It is not clear whether the price of the new and old generations of the iPhone has gone down with official permission. But for the market, the days when the price of the iPhone rose every year before the Spring Festival and even needed to be increased on the basis of official pricing are gone forever. For small and medium-sized mobile phone dealers, this is the best empirical evidence of the official forced death Xiaosan.
If we had sold it yesterday, we would have earned an estimated 200 yuan, but we would not have made it today. Mr. Song is a mobile phone seller, because the price reduction of the e-commerce companys iPhone has further reduced his profit margin, and may even lose money. The price of an e-commerce company has even matched the price of its iPhone Hong Kong mobile phone, which is cheaper than the price of the national mobile phone he sells.
Im afraid I cant earn 100 yuan from selling an iPhone now, but I still have a lot of things in hand. Mr. Song said that these goods were prepared in advance for the sales peak before the end of the year, but after the price reduction of e-commerce, they can only continue to drop along with the market.
In fact, Mr. Song is not unprepared, but the promotion of e-commerce is too fast.
On the evening of Jan. 8, Huaqiang North Channel got the price adjustment information from Apple: the price of the iPhone XS series released in 2018 and the iPhone X and 8 series released in 2017 will be reduced.
Among them, the biggest price reduction of the iPhone XR channel price dropped 450 yuan to 5250 yuan. The wholesale price of the iPhone X64GB dropped 100 yuan, and the current price is 5630 yuan. The wholesale price of the 864 GB iPhone dropped by 420 yuan, three of which are currently priced at 3880 yuan. The wholesale price of the 8Plus64GB iPhone dropped 450 yuan, two of which are currently priced at 4800 yuan. The price of the iPhone XS64GB (golden version) has dropped below 8000 yuan to 7610 yuan. The price of the XSMax 64GB channel of the iPhone has fallen below 9,000 yuan, the golden version is 8,520 yuan; the 256 GB version has fallen below 10,000 yuan, the golden version is 9,385 yuan; the highest price is 512 G golden version, and the current channel price is 11,100 yuan.
Although the news has not been officially confirmed by Apple, it is blowing the whistle for the avalanche of the price of the iPhone.
Changing the old for the new is ineffective
The effect of price reduction in disguised form is limited
This is not a sudden drop in the price of the iPhone. By the end of 2018, Apple had already conducted a test of price adjustment on its promotional strategy curve.
On the home page of Apple Chinas official website, there is a time-limited activity notice to replace the old with the new. Apple said: For a trade-off, the iPhone XR is only 4,399 yuan, and the iPhone XS is only 6,599 yuan. That is to say, consumers can get up to 2100 yuan with their old Apple phones.
Although this discount activity makes many netizens feel more chicken ribs, but many netizens ignore that this is the first time that Apple has introduced the new model just released into the old-for-new campaign, and also the first time that Apple has accepted Android to participate in the purchase.
The event is called GiveBack, and the new depreciation brands include five: Samsung, Huawei, OPPO, vivo and millet.
Among them, Samsung Galaxy S7 edge top matching can deduct up to 510 yuan, Huawei Mate9Pro top matching can deduct 720 yuan. These discounts have little advantage over the price in the second-hand mobile phone market.
As a result, Apples disguised price cuts have little impact on sales. Consumers of the iPhone are fed up with the routine and need real incentives for promotion.
Although it was a less successful promotion, the performance expectations that followed made the netizens understand the real intention of the so-called old for new activities. Perhaps Apple is trying to salvage its customers by bowing to Chinese consumers in a promotional way.
Chinas Post-95 No-Powder iPhone
Sales declined due to pricing strategy errors
In a letter to Apple investors on January 2, 2019, Apple CEO Cook downgraded the companys performance expectations for the first quarter of 2019 (the fourth quarter of natural year 2018), cutting revenue from the previous forecast of $89 billion to $93 billion to $84 billion, and gross interest rates from 38% to 38.5% to about 38%.
In the letter, Cook said he expected sales of the iPhone in China to be lower than expected starting from the holiday season, partly because of tensions in Sino-US trade relations, as well as other factors, such as the cheaper battery replacement service offered by Apple. Cook wrote in the letter: Although we foresee some challenges facing major emerging markets, we fail to foresee the extent of the slowdown, especially in Greater China.
Many foreign media believe that Cooks throwing the pan to China is clearly not responsible for the decline in performance. CNN said that while Cook emphasized Chinas influence, he also acknowledged that the number of people buying new iPhones was not as large as the company expected in other developed markets.
For many years, the iPhone has been Apples main moneymaking tool, accounting for nearly 60% of Apples total sales. But with the decline in sales of the iPhone, in November last year, several suppliers of parts for the iPhone cut their sales expectations.
Apple has shifted to making consumers pay higher prices for each device. This pricing strategy makes the retail price of the iPhone higher and higher, and the failure of pricing method may be the direct reason for the decline of the sales of the iPhone products.
The current status of the domestic mobile phone market has multiplied the pricing strategy of the failure of the iPhone. As a new generation of mobile phones, Chinas post-95 and Post-00 generations no longer regard the iPhone as a standard. Most of them are called by their love beans and are more willing to use mobile phones such as vivo and OPPO, which are endorsed by their favorite stars. Another reality is that the new generation of mobile phones in China needs more support from their families, but few parents are willing to buy more than 10,000 yuan of mobile phone products for their children who are still in school. As the main consumers of the iPhone products, the post-80s and post-90s are also differentiated by domestic brands. In addition, for them, the price of 10,000 yuan can still be paid, but the trend of homogenization of new products of the iPhone in recent years is obvious. It is difficult to convince them to buy an apparently similar phone for 10,000 yuan. Source of this article: Peng Mei News Responsible Editor: Gan Wenbin_NBJS7621
The current status of the domestic mobile phone market has multiplied the pricing strategy of the failure of the iPhone. As a new generation of mobile phones, Chinas post-95 and Post-00 generations no longer regard the iPhone as a standard. Most of them are called by their love beans and are more willing to use mobile phones such as vivo and OPPO, which are endorsed by their favorite stars. Another reality is that the new generation of mobile phones in China needs more support from their families, but few parents are willing to buy more than 10,000 yuan of mobile phone products for their children who are still in school. As the main consumers of the iPhone products, the post-80s and post-90s are also differentiated by domestic brands. In addition, for them, the price of 10,000 yuan can still be paid, but the trend of homogenization of new products of the iPhone in recent years is obvious. It is difficult to convince them to buy an apparently similar phone for 10,000 yuan.