Apple pleases China for this decade
Issue Time:2018-11-19
Apple is pleased with China. In the new iPhone released in September 2018, Apple achieved the dual card dual standby function for the first time. The iPhone XS Max and iPhone XR only support dual card dual standby physical card slots in China.

At 10 o'clock on the evening of October 30, just over a month before the last release, Apple once again released new products, providing a variety of color matching on the newly released iPhone XR for domestic users and Apple's iOS system text. Completely finished, so as to achieve more suitable for Chinese users.

Apple has been wooing China. It was first seen in the eyes of Chinese people in 2007. The products were first sold in Hong Kong, Macau and Taiwan in China. By 2008, Apple's direct stores in Beijing and Shanghai had opened, and now the direct stores have spread throughout China.

Ten years into China, now every time Apple's new products are aimed at the Chinese mainland market in the first place, it can be described as "the money is vast."

First, Apple's initial innovation and cooperation in China

There was such an argument a long time ago: the iPhone 4 was not a fire before, and the iPhone 4 was awesome.

In fact, before Apple entered China, the first two generations of iPhones released were not listed in China. The third generation was listed in China for 5 months later, which caused the market cycle to be missed. Therefore, the first three generations were aware of the domestic market. Very low.

After entering the Chinese market, Apple vigorously promoted the new iPhone 4, which is most impressively embedded in various TV dramas. At the same time, the domestic mobile phone environment factor was also great at that time, because there was no real "smart phone" at the time, and Apple entered the revolutionary development.

The revolution of the iPhone lies in: creatively answering the question "What is a touch phone" and "What is a smartphone?" Many people think that the touch screen is a smart phone. This is not true. For example, the previous touch phone has to do a page turning function in the address book, so the designers under the inertia thinking are on the screen. I drew a "next page" button and clicked on the touch screen pen to turn the page. It may seem ridiculous now, but it was like that. So when Apple showed everyone the intuitive sliding operation, everyone realized that no matter how beautifully you design the "next page" button, it is always wrong. That is to say, after Apple entered China, it immediately proposed and implemented a new interactive logic for the touch screen.

In 2009, Apple and China Unicom worked closely together. Unicom and Apple have sold a three-year exclusive sales agreement in China: Apple sells bare metal to Unicom at a price of 3,000 yuan each, and Unicom is responsible for underwriting 1 million to 2 million mobile phones each year, guaranteeing sales of not less than 5 billion. Yuan Renminbi; Apple does not participate in China Unicom's business division, but the mobile phone built-in App Store can sell software and services to consumers.

The cooperation between the two sides is undoubtedly a "win-win" thing. On the one hand, Apple's sales in China have a certain degree of protection. On the other hand, China Unicom has also added a lot of customers to itself. In any case, the first time Apple will not be the loser.

Second, Apple pleases China's motives

Although the cooperation with China Unicom has increased sales, there are also many competitors in China. At that time, the domestic market had already been divided by the two camps of Nokia and Motorola. In particular, Nokia had a large share in the domestic market. Apple’s desire to completely shake the domestic market was not an easy task.

Apple wins and wins in strategy. After entering the Chinese market, in order to attract more Chinese users and make the iPhone surpass the opponents in all directions, Apple not only increased the standby time of the mobile phone, but also shortened the release time of China and the United States, and allowed Chinese users to have as soon as possible. iPhone. It is said that in the three days of the domestic sale of the iPhone 4, the sales volume reached 1.7 million. The Apple Direct Store in Beijing even appeared to be in the position of the yellow cattle in order to grab the position.

Apple, which is developing too fast, has also let domestic mobile phone manufacturers see business opportunities. Since 2012, China's mobile phone brands have sprung up, especially mobile phone brands represented by OPPO, VIVO, Huawei, Xiaomi, etc., which have strongly impacted the domestic market. They released various models during the low tide of Apple's model. The new product seems to be "encircling the raid" on the apple.

Apple has always been unwilling to show weakness and is facing competition with China. It is worth mentioning that Apple, which never puts preferential measures into China, has launched the “educational preferential” policy for the first time – as long as it is a student and faculty member of a Chinese university, it can enjoy the annual preferential purchase. When the event came out, it was popular among many college teachers and students. Apple products instantly became the "social hard currency" of the young people, and became the mainstream in the 80s and 90s.

In general, the purpose of the first entry into China is to use the fastest time to seize the Chinese market. Apple is not only confident in the advantages of its products, but also can firmly grasp the consumer psychology of the Chinese youth group, knowing what kind of mobile phone positioning is suitable for them.

Third, strive to create "Apple consumption" belonging to the Chinese population

After gradually gaining a foothold in the Chinese market, Apple is not satisfied with the development of product hardware at this stage, and has begun diversified business expansion. It is worth mentioning that Apple has opened the road to mobile payment.

Apple Pay, an NFC-based mobile payment function released by Apple, was officially launched in China. At the beginning of the line, there have been countless doubts in China. Of course, these questions are not unreasonable, because Alipay and WeChat payment have already occupied more than 90% of the domestic mobile payment market. Can Apple Pay go long in this contest? ?

Of course, Apple did not take this into consideration. Apple’s launch of Apple Pay was intended to quickly capture the Chinese market. After all, iPhone has developed a huge user base in China. If this group uses Apple Pay to pay, the profits can be imagined, not to mention Apple has to charge the bank a certain fee.

But the reality is very cruel. People who have long been accustomed to scanning code payment are obviously not very acceptable for such payment methods, so Apple has to use the "grounded gas" way to please Chinese users. Apple China official website shows that from July 18th to 24th, 2017, you can enjoy up to 50% discount and up to 50 times bank credit card credits when you use Apple Pay to pay for designated shops with UnionPay cloud flash payment logo. Reward.

Apple's choice of subsidies is only for the purpose of letting more users use it. Although the effect has achieved certain results in just 7 days, this is not a long-term solution. Many users even spit: the news has ended without knowing the news.

Apparently, Apple’s sincerity to let Lee have to be improved, to be straightforward, still reluctant to make more investment, still thinking about their own profits and boring hair. However, the education and cultivation of users is a long-term process. If you have been so embarrassed, the habits used by users will not be cultivated at all, and often the result is a futile "pleasant".

Fourth, some "difficult to please"

Apple has been selling new products in mainland China since 2013. Although it has long occupied a large share of China's market share, according to Apple's earnings report, the Chinese market has experienced "negative growth."

On August 2, 2018, Apple released its fiscal third-quarter earnings report, with quarterly revenue of $45.4 billion, up 7.2% from $42.4 billion in the same period last year. However, a careful review of the 2016 financial report will reveal that in 2016, it is not high. If it is increased by 7%, perhaps this "growth" is likely to remain the same as in 2016, showing a "changing" in revenue. The situation of the law-abiding.

The so-called “changing” refers to Apple’s “elimination” in the Chinese market: revenue of US$8.004 billion in China fell 10% from the US$8.848 billion in the same period last year, with a negative growth of 10%. Perhaps it is related to the "encirclement and raid" of domestic mobile phones, because they aim at the lack of innovation when Apple is in the doldrums; or Apple's successive price increases make the original "apple powder" difficult to parry, and then turn to the current domestic "Android" powder".

On the other hand, Apple's proud attitude also made everyone very dissatisfied. The "Apple WeChat Truss" incident that took place in 2017 took over a period of time. The reason for this is simple: Apple wants to take a share from WeChat, WeChat does not let. This incident made the Apple App store's "pick up" mode surface, but also exposed the anxiety of Apple's quick success in China.

Domestic users have said that if Apple dares to leave WeChat, most people will abandon Apple products. Apple sees the situation is not good, a rare response to this, the answer implies that WeChat did not follow the spirit of the contract, very intriguing. In fact, the root cause of this "truss" is entirely that Apple is looking at the problem in its own interests and has not considered other factors. Because in Apple's perception: whoever is, must abide by my rules of the game.

But Apple forgot, Chinese users are more concerned about the emotional factors of the enterprise. If Apple does not accept the "overbearing" behavior, it may eat more losses.

How should Apple capture its hearts in the future?

On October 8, 2018, Apple CEO Tim Cook suddenly visited China, and Shanghai was his first stop. Although he has visited China more than ten times in the past few years, this is a key node for Apple's ten years in China, and it is also an important stage in the Sino-US trade field.

Cook’s visit laid an important foundation for Apple’s future presence in China. Cook made it clear that he will continue to increase investment in Shanghai and expand cooperation areas. When talking about the Chinese market, Cook said that “it has never been as optimistic as it is now”. It can be seen that Cook is very optimistic about the future prospects and has a clear development orientation for the layout in China.

Apple officially announced that it will set up R&D centers in four cities in Beijing, Shanghai, Suzhou and Shenzhen. In the future, more Chinese developers will participate in the construction of the Apple system, and Apple will invest more development funds in China. Indeed, as of now, Apple has paid more than 100 billion yuan in development costs to Chinese developers.

In addition to the R&D center, Apple's investment projects in China continue to increase, including our familiar Drip Travel. According to the analysis, the investment drop is likely to be a fancy to its data, not to rule out for future Apple unmanned car projects. Even more surprising is that Apple even put most of its assembly plants in China, including 14 factories under Foxconn, Heshuo Technology and Quanta Computer.

Over the past decade, Apple’s popularity in China has continued to heat up. Just like a high-flowing "love bean", although the scandal is constant, it is still worth looking forward to.

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