Apple is becoming more aggressive in its marketing strategy.
This year, Apple has not only promoted service transformation, but has become softer at the business level, and its market strategy has become more active, and its sales posture has also become softer.
This year, Apple participated in the Tmall Double 11 promotion war for the first time. According to Tmall spokesman’s official microblogging, from November 8th to 11th, Apple’s official flagship store will participate in the 2019 Tianma double 11 platform subsidy, the highest straight down 1111 yuan, red envelopes issued for 4 days, take For the iPhone 11 Pro, it is 1111 yuan cheaper than the original price, which is equivalent to a 87% discount. It can also be superimposed with 24 interest-free.
The effect is also immediate, Tmall data shows that on the 11th day, it took only 10 minutes for Apple’s official flagship store Tmall double 11 to be sold, which was 7 times higher than last year.
It is worth mentioning that Apple’s Tmall flagship store is its official flagship store, and other online vendors selling Apple products are Apple authorized online dealers. Therefore, from the action of Apple Tmall’s official flagship store, you can more intuitively see the transformation of Apple’s market strategy.
In fact, it can be seen from the pricing of new products this year that Apple is becoming more active in its marketing strategy. Among Apple’s three new models, the higher-priced iPhone 11/11 Pro starts at the same price as last year’s iPhone XS/XS Max, and the lowest-priced iPhone 11 is 1,000 yuan lower than the iPhone XR. This has spurred consumers to purchase more.
In a conference call on the Q4 report for fiscal year 2020, Apple CEO Cook said that the launch of the iPhone 11 had a very good start, and the pricing strategy proved to be successful, especially in the Chinese market.
Apple’s transformation of this strategy is clearly a lesson from last year’s lesson. Last year, the iPhone XS series products were weak in innovation, and the price remained high, causing the emerging markets to be cold. In order to boost sales, Apple is constantly trying various measures to boost sales. However, due to the brand positioning, Apple will not officially cut prices before the next generation of new machines, because it will reduce the iPhone’s sense of honor. Therefore, Apple can only make disguised promotions in the form of discounts.
If the previous discount exchange is forced by the situation, thenIn the Apple Tmall official flagship store to participate in the double 11 big promotion, it can be said that it is more active to embrace the promotion. Because the sales of the iPhone11 series are very good, participating in the double 11 promotion is more like a icing on the cake. After the first weekend of the iPhone11 series, Tianfeng International analyst Guo Minghao raised the iPhone’s shipping expectations: the iPhone 11 series shipped to 70-75 million units in 2019, compared with the previous forecast of 65-70 million units.
The iPhone 11 series only officially opened for 11 days in the third quarter, but the improvement brought to Apple’s sales is very obvious. IDC data shows that in the third quarter of this year, Apple’s shipments in China increased by 5.6% year-on-year, and Apple became the only head manufacturer outside of Huawei to gain growth. Due to the outstanding performance of the iPhone 11 series, Apple is also seen as the only brand that is expected to hit Huawei in the Chinese market. In the global market, Apple’s shipments in the third quarter fell only 0.6% year-on-year, compared with a 30% drop in the first quarter and a 18% drop in the second quarter.
In addition, this year’s iPhone new products do not win with innovation, it is necessary to do more homework in sales. Moreover, Huawei’s attack in the Chinese market is very rapid, and the millet, OPPO, and vivo have been crushed. Apple has to maintain or increase its share in the Chinese market. A more aggressive market strategy is also indispensable.
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