Since the launch of the iPhone 12 on October 14, it has not been able to access pinduoduos 10 billion subsidy.
Not only pinduoduo, but also the iPhone 12 is not included in the 10 billion subsidy of other e-commerce and short video platforms. In tmall, Suning, Jingdong and other platforms, almost all of them are sold at the original price. The Kwai Fu headset launched a 3 day iPhone12 billion dollar subsidy on 23-25 October, but it only sent more than one wired headphone and charger, and needed to panic buying in the live room.
It seems that it has become a habit of consumers to wait for large subsidies and concessions from e-commerce platforms for new iPhone products. And this habit was developed only a year ago.
From 2019, pinduoduo began to heavily subsidize iPhones. During the 3.8 goddess Festival, the price of the newly released iPhone xsmax256gb was 8699 yuan, 2300 yuan cheaper than Apples official website. Some people joked, cook has to buy from pinduoduo.
By the middle of 2019, pinduoduo officially launched the 10 billion subsidy. At this point, pinduoduos subsidies for Apple products began to normalize and launched the 10 billion subsidy - Apple zone.
The effect of subsidies is significant. In September 2019, pinduoduo announced a 20 fold increase in iPhone 11 sales over the same period last year. Other e-commerce platforms and short video platforms have followed suit. The price of new iPhones began to decline sharply. From the display page of the latest 10 billion subsidy activity on pinduoduo app, we can see that the iPhone is 700 yuan cheaper than Apples official website, and it has always been in stock.
However, the phenomenon that e-commerce platforms continue to heavily subsidize Apples new products after Apple recently released its regulation policy on distributors may become history.
Where did the cheaper iPhone come from?
On October 23, according to blue whale financial report, an offline distributor of Apple informed its partners that it was forbidden to flow to online channels such as pinduoduo, tmall, Taobao, Suning, Jingdong, vipshop and other online channels as well as overseas markets for the newly launched iPhone 12 series. Otherwise, a fine of 400000 yuan per set is required.
This is Apples new request this year.
Apple distributors notification to partners | source: blue whale Finance
The new requirements are considered to be aimed at the problem of fleeing goods among apple dealers. In the past, why did pinduoduo, Taobao and other platforms have cheaper and more new iPhones stems from this question.
In China, the sales of Apple products can be divided into three channels: Apple store, Apple Online authorized distributor and apple offline authorized distributor.
First of all, we need to clarify the significance of Apples offline authorized distributors for the entire apple product sales system.
Generally, offline dealers are only allowed to sell in specific areas covered by themselves. If they consciously sell across regions or supply goods to online platforms, they will be regarded as fleeing goods..
Different dealers have different prices for purchasing goods from manufacturers due to the factors of regions and their own qualification levels, and the manufacturers also have different profits from them. If dealer a takes the goods at a lower price and then sells the goods to the responsible area of B, it will not only affect the performance of B, but also affect the sales commission obtained by the manufacturer.
In Apples sales system, offline dealers can get lower purchase prices than online e-commerce channels because they need to provide relevant offline explanation, after-sales service, store display and other services.
This enables some iPhone dealers to see a way to profit by playing the edge ball.. In theory, apple wants its online and offline sales channels to be strictly separate. However, due to the existence of this price difference, some offline distributors will take the goods from Apple at a lower price, and then sell them to online stores or e-commerce platforms to make more profits.
In fact, this phenomenon has existed for a long time. Before 2015, jd.com sold iPhone products on its platform, before it had yet to qualify as an Apple Certified distributor. As a result, the iPhone on JD was doubted to be a refurbished machine. Then, JD produced a certificate from Apples authorized dealer Unicom Huasheng, stressing that the mobile phone was genuine.
It can be seen that in the past, the phenomenon of offline to online supply existed. Although Apple managed, it also closed one eye with one eye open..
Until the birth of pinduoduos long-lasting 10 billion subsidy, which led to the phenomenon of e-commerce collectively subsidizing iPhones, Apple was totally unable to sit still.
On the one hand, this has accelerated the deviant behavior of offline dealers. More and more offline dealers may secretly sell their products online. This will be a huge blow to the dealers who sell Apple products in a proper manner. If Apple cant control the behavior of some of its deviant distributors, in the long run, some high-quality distributors may abandon apple, and Apples own profits from product sales will also be reduced.
Apple, on the other hand, has further lost control over product prices. This disrupts Apples current pricing system.
There is also a set of data, according to the National Bureau of statistics, within a few months after the outbreak, the share of e-commerce has increased from 20% to 30%. Great changes are taking place in the retail ecology, and the offline channel itself is facing the challenge of the evolution of the times.
In the face of the increasingly out of control situation, apple finally put forward the 400000 yuan / unit fine policy for illegal goods.
10 billion subsidies need new target?
After the launch of the iPhone 12 on October 14, Xiao Li, who was waiting for a huge subsidy from the e-commerce platform, finally placed an order on Apples official website. Anyway, the price is the same everywhere, and the official website can also be interest free by stages..
Although Apple strictly controls the price and channel of the iPhone, there will always be fish missing the net.. Pinduoduo has just launched a new iPhone 12, which is more than 200 yuan cheaper than the official website, but refuses to disclose the source of the product and the sales are relatively low-key.
On the other hand, the official 10 billion subsidy interface of pinduoduo has always shown that iPhone 12 is in urgent stock. Users can grab 300 yuan iPhone subsidy coupons every day. It is not known when they will be able to use them. The 10 billion subsidy has been hit hard.
Some people in the industry told geek park that in the past, iPhone was a very good target for pinduoduo, which was used to change user cognition and open up the increment beyond the sinking market.
For brands, when cooperating with e-commerce platforms, they dont want to be in a passive situation that they cant control. Especially for brands with high recognition at the consumer level, such as apple and Tesla, are more determined to be subsidized.. From the perspective of the platform, pinduoduo has built its own brand with the 10 billion subsidy. After successfully attracting a large number of urban users within the Five Ring Road, it may not be in line with the input-output ratio to continue to use the previous target iPhone to promote the promotion of novelty and repurchase. After all, it doesnt make much sense to have another 20000 Tesla subsidy campaign. In order to achieve a good effect of subsidies, e-commerce platforms need new targets to stimulate users. Heavily subsidized brand products will gradually become history. The relationship between brand and e-commerce platform will enter the next stage. He predicted. Maybe in the future, it will be difficult for an iPhone with a price of 1000 yuan to appear on the e-commerce platform. Source: geek Park editor in charge: Wu Bo_ NT3514
For brands, when cooperating with e-commerce platforms, they dont want to be in a passive situation that they cant control. Especially for brands with high recognition at the consumer level, such as apple and Tesla, are more determined to be subsidized..
From the perspective of the platform, pinduoduo has built its own brand with the 10 billion subsidy. After successfully attracting a large number of urban users within the Five Ring Road, it may not be in line with the input-output ratio to continue to use the previous target iPhone to promote the promotion of novelty and repurchase. After all, it doesnt make much sense to have another 20000 Tesla subsidy campaign.
In order to achieve a good effect of subsidies, e-commerce platforms need new targets to stimulate users.
Heavily subsidized brand products will gradually become history. The relationship between brand and e-commerce platform will enter the next stage. He predicted.
Maybe in the future, it will be difficult for an iPhone with a price of 1000 yuan to appear on the e-commerce platform.