Behind the hot sale of the new iPhone SE is Apple’s new marketing strategy.
Editor’s note: This article comes from the WeChat public account “PingWest product play” (ID: wepingwest) , author Cao Holmes.
“Will you buy an Android phone four years ago? But what about Apple?”
This is a boring question with a seemingly unified (all-nothing) answer, but it is actually very interesting, because there is a group of people who are giving another kind of answer: “Will not meet”.
As the official authorized online distributor of Apple in China, JD.com recently sold the flagship model iPhone 7 released by Apple four years ago (now offline), but this one has not kept up with the times. “Inventory goods” are still favored by users, and new comments constantly appearing at the bottom of the sales page make me curious about the marketing strategy of this company with a market value of more than 1 trillion US dollars. (Related article reading: What kind of experience is buying iPhone 7 for 2999 yuan?)
I do n’t know if it ’s because the inventory has been emptied or affected by the new iPhone SE. iPhone 7 has just been suspended. This flagship iPhone model four years ago seems to have completed its final mission in the history of iPhone marketing. It was not the iPhone 8 that was handed over, but the new iPhone SE. This “re-engraved” iPhone 7/8 “processor wrapped in a phone case” showed us Apple’s distinctive sales strategy in the early days of the 5G era.
JD.com ’s monthly sales information shows that only Apple ’s JD.com ’s self-operated flagship store ’s single-platform iPhone SE has sold more than 140,000 units this month (as of the 24th first sale date). At the same time, a foreign research company Loup Ventures recently released a forecast report showing that the new iPhone SE will sell 30 million units in the next 12 months.
As a 2020 version of the iPhone that used the design of four years ago, the new iPhone SE’s hot sale once again released the unique charm of Apple’s “special” mobile phone brand.
As an individual, I was suddenly curious when friends who bought the iPhone 7 the day before saw the new iPhone SE quietly coming online the next day.