New Beijing News (Reporter Liang Chen) reduced prices and replaced the old with the new, Apple then pushed interest-free payment by installments, hoping to boost its sales in the Chinese market. On March 4, Apple Tianmaos official flagship store launched its phased-purchase model for the iPhone, with an account period of 24 months.
Take 64GiPhoneXR as an example. It is paid in two years and only 270.79 yuan per month. However, this instalment activity lasted only until 25 March.
In January 2019, Apple authorized dealers in China to cut the price of the iPhone, and sent 500 yuan coupons at the official flagship store of Tianmao to replace old users with new ones. At the same time, Apples official website also disclosed plans to replace old ones with new ones, covering a variety of products from the iPhone 6 to the iPhone X.
With the help of Internet marketing, Apple has increased its sales of the iPhone by 76% in half a month.
In early January, when Apple issued a performance warning, CEO Cook said the company was considering repricing the iPhone outside the dollar.
Subsequently, Apples first quarter results for fiscal year 2019 showed a 4.5% year-on-year decline in marketing, with a 27% decline in Greater China.
The macroeconomic situation in some emerging markets is more severe than we had expected, especially in Greater China, Cook said in a conference call after the earnings release.
According to Canalys data, smartphone shipments in China dropped by 14% for the second year in a row in 2018, while Apple shipments ranked fifth, falling by 13%.
Yan Zhanmeng, Director of Counterpoint Research, believes that Apple faces a lot of challenges in China. The price of its products is too high to exceed usersexpectations. If the products are not so good, users will not buy them too much. The rapid development of domestic mobile phone manufacturers has squeezed Apples market share in China.
Source: Qiao Junyi_NBJ11279, responsible editor of Beijing News