Will Apple, which is abandoned by operators, have a better future?

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College students to make money, part-time queue filled scene! If this happened in the domestic brand, you may be a smile after the two will quickly forget, after all, this is almost "unspoken rules." But what if this happened to an apple that has always been a tall person? But that's the way it is. Apple's Chongqing retail store opened on the day, there is a number of college students part-time queuing, and the occurrence of disputes in rare matters.

Apple's expanding perspective has never stopped, but the pace has been accelerating. Behind the constant opening of new stores is the feeling of the existence of a crisis. With the opening of the 4G era, operators have significantly reduced the iphone subsidies, so that apple into a slow growth of frustration, can only rely on new stores to maintain independence, and by various means to enhance sentiment.

Springing! Apple Store opens continuously

As early as 2013, Apple CEO Cook said Apple's retail stores in China would soon expand to 25. But it is clear that for a variety of reasons, Apple has not yet achieved its intended target, and the newly opened retail store in Chongqing is only the 11th in the country. But it has been said that Apple will speed up the opening of stores in the store, only in Chongqing will open three retail stores, and at the same pace in other cities spread.

The constant opening of new stores is a joy for many businesses, after all, which means shipments will increase significantly. But in fact, too many physical stores will involve enterprises more energy, drag down the performance of enterprises-Li Ning, Anta and other domestic sportswear brands because of the blind expansion caused by the backlog of serious, eventually had to one by one integration. And Apple stores have the same problem. While its sales of $4551/sq ft per square meter, only 11% of Apple's total sales are sold through retail stores. That means Apple's retail stores are just a way to improve the image of Apple, but there is a deep reason why Apple is impatient to speed up the opening of new stores.

Lost operator sheltered Apple on new store independence

When the iphone was born, it was warmly sought after, but it wasn't until the iphone 4 went public that it really made a global sensation. At that time, a machine difficult to find the scene, I believe many people still have a deep impression. Just in 2010, China Unicom and the iphone signed to let domestic consumers taste the taste of the licensed, and Unicom launched the high subsidies also let many consumers flock to. The big iphone is not far off because of the presence of high-subsidy carriers. According to relevant data, Apple has 74% of its products are shipped through global operators. It can be said that the rapid popularity of the iphone, and operators of high subsidies have a direct relationship.

But with the gradual deepening of the 4G era, the high subsidies of operators may gone. In July, Sasac demanded that three operators of mobile, Unicom, and telecom companies should reduce their marketing costs by 20% over the next three years (the airport lounge at the previous operator was closed by one by one), while the high subsidies for the purchase were also included in the marketing fees. It is estimated that mobile phone-related marketing costs around 40 billion yuan, 30% are mobile phone subsidies.

With less domestic operator subsidies, the iphone, which is still sky-low, has to get its way. Apple's acceleration in the popularity of retail stores is directly linked to this. Want to use their own online whereabouts to continue to win favor, to avoid the impact of reduced operator subsidies.

Apple's going to be a tough day

But is it really possible for Apple to make up for the loss of carrier subsidies by keeping new stores open? To be sure, even if Apple runs at a gallop and opens a retail store in the country's capital or mega-city, there is no direct stimulus to the two or three-line city market, and the increase in sales is negligible. Coupled with the development of two or three-line sales channels, prices than retail outlets have advantages, pay attention to the cost-effective domestic consumers will not go to retail stores to buy.

In Apple's view, retail stores are a very important part of many channels. In which users can enjoy free maintenance, software downloads, technical advice and other services, there will be no tying accessories, disguised increase in the problem occurs. There are free lecture training, summer camp for children, Genius Bar and many other human services. However, while these services can clearly make consumers feel the connotation of Apple culture, it is not enough to be a fulcrum to support retail sales growth.

With the loss of carrier's asylum, Apple will be more and more sad in the domestic days. Even if the launch of the big-screen iphone 6 will rebound to some extent, after the high subsidy disappears, it is believed that many consumers will turn to the Anroid platform. Apple's move to speed up the new store is a must, but if you put the hope on the new store, it will inevitably bring disappointment. (New discoveries of science and Technology, Constantine/Wen)

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