Ipadmini and iPhone5 are rare products with premium capabilities in the industry

On the evening of Friday, Apple officially announced the specifics of a new generation of products to be listed in mainland China, where the WLAN version of Ipadmini and the fourth-generation ipad two products was sold today (December 7) and IPhone5 on December 14. At the same time, Apple also announced the relevant sales strategy, the use of a day in advance online booking, the day of the way to take goods, in order to eliminate the "ox" disturb the market.

Interestingly, in addition to publishing the relevant information, Apple has not released any information, and did not do other marketing. However, the entire Apple product industry chain, including operators, distributors and even parallel importers, has stirred up a collective uproar, actively shouldering the responsibility of marketing, making new products on sale "Eve" become lively and extraordinary.

Online booking hard to stop "cattle" purchase

With the first two years of the iphone, ipad listing "Ox" plugging Apple retail stores, and even the unpleasant experience, apple in the domestic sale of new products also in the way of booking, consumers can through the Applestore online stores and designated Apple authorized dealers to book these two products, One of the ipad open booking time for December 6, IPhone5 for December 13, every day from 9 o'clock in the morning to 5 o'clock in the afternoon to accept the booking application, the next day to receive.

But can this effectively stop the ox?

"Hong Kong licensed version of the IPhone5 market when the" wave number "approach, but this does not affect our ' purchase ', the domestic is not the first time to use the form of online booking, it is difficult not to pour us. "A local individual dealer to the South all reporters that the online grab goods have been" deployed ", as long as Apple can not supply enough, there is" bidding "space. According to its forecast, IPhone5 licensed into the Yellow cattle market after the retail price of at least 5600 yuan, Ipadmini will be in 3000 yuan to sell.

The industry chain offered free marketing

South all reporters found in the above businesses operating small mobile phone shops, has been hanging out early iPhone5 booking "billboard." and similar individual shops around them have similar brands. "As soon as one arrives, change it to a spot sale, which is not a service offered by Apple Stores," he said. ”

It is noteworthy that Apple has not in this channel to invest a cent of the marketing costs, and the city's various types of mobile phone sales professional market, has become a "licensed Ipadmini, IPhone5 pre-sale" of the "ocean."

In fact, in front of the "small-time" individual dealers, the operators who are actively waving for Apple are the real "big ones". "Apple will invest a certain percentage of the cost to help operators sell IPhone5, but the operator's investment is even greater." "A local operator, who declined to be named, said to reporters in the south that before Apple announced the IPhone5, the company would meet again and again to do the project, with the aim of making sure that the product was launched before rivals. At least it was a great success for them to make an appointment ahead of schedule.

According to the official information, China Unicom on December 3 opened the IPHONE5 contract machine booking channel, and the Chinese telecom in the late Saturday, suddenly announced that Sunday (December 2) 9 o'clock in the morning on the opening of the national appointment, than Unicom announced a day earlier.

In the advance sales strategy, the two operators are also odd recruit choppy, one of China Telecom in Guangzhou to play IPhone5 "100 to 500" booking activities, new users only need to deposit 100 yuan can enjoy the right to buy, this 100 yuan can be deducted to purchase the machine, purchase the remaining 400 yuan as a gift fee one-time to account. and unicom version of the IPhone5 is 0 yuan prepaid can be registered booking, and gift value of 100-500 yuan Accessories gift package.

"Roasted seeds and nuts", "robbing customers" into driving force

China-Czech advisory electronics consumer industry analyst Li Yuankei that the electronic consumer goods has always been to the feeling that the update speed, a buy hand on the decline. But Ipadmini and iPhone5 are rare in the industry to have a premium capability of products, as long as the profitable, there will be countless businesses take the initiative to advertise for them. For operators, "profit" is not the main driving force. "The end of the year is a critical moment for high-end customers. China Telecom and China Unicom are at the stage of ' digging users ', and IPhone5 is the best tool for the Chinese mobile, which has not been introduced into IPhone5. ”

Although there is no official co-operation with Apple, China Mobile has also invested in the initiative to add a Nanosim replacement business that is suitable for iPhone5. Interestingly, none of the available models for mobile TD-SCDMA networks need to use this miniature SIM card. In other words, because of the need to compete for users, Mobile has joined the ranks of free marketing for Apple products.

In addition to premium capabilities, product positioning is also seen as Apple's "free marketing" the killer. Although not iPhone5 so popular, but Ipadmini is also a popular market. Apple officials told reporters in the south that Ipadmini's emphasis on portability did not say what kind of consumer people were facing. In his own case, the ipad is more often used in stationary locations, but when it comes to public transport or travel, lightweight ipadmini is more appropriate. The implication is that when designing a ipadmini, it takes into account the "right and left" interaction with the ipad. and different use needs to solve the problem well, and will Ipadmini successfully pushed to the ranks of "premium products."