IPhone KV plus out of stock situation has not eased, they are not worried?

"Contract machine provinces are very nervous, bare metal more difficult to buy, and certainly to wait." "China Telecom is responsible for terminal sales of a staff to NetEase technology said."

After nearly one months of listing in mainland China, the shortage of iPhone kv Plus has not been eased. In short, I can not buy the goods, 16GB, but 64GB can only wait for some time. "Another employee in China Unicom, who is responsible for terminal sales, said.

The lack of supply has also been a source of movement in China, only slightly better than the other two operators. A frequent contact with the mobile phone circle of the website editor, in the trustees, twists and turns one weeks later, finally moved from Beijing to a business hall to get a silver 64GB version of the iphone 6 bare metal.

is the iphone new machine sales hot, or is the channel stock originally insufficient? Why has the operator reacted so calmly to the imbalance in supply and demand? Is it easier for consumers to buy from second-hand channels than to channel their carriers? Good at roasted seeds and nuts of the ox Another new love, who is robbing the iphone's thunder?

Status quo: In the end which section is out of stock?

iphone in mainland China sales channels, mainly including Apple's own channels, operators channels, social channels three categories, including the social channels, including Di-Shun, suning and other chain stores, but also to the Beijing-East as the representative of the electric business channel.

On the Apple website, if the consumer chooses the iphone 6,16GB/64GB/128GB three versions of the estimated delivery time is "7-10 working days", if you choose the iphone 6 Plus, these three versions of the estimated delivery time is "3-4 weeks."

"Even after 7 working days, I can only receive it in two weeks, so I can't wait to get it, so I have to ask my friends who work at the operator." "Fruit powder said, with the help of friends, she finally last week from Beijing Mobile office bought a 64GB version of the iphone 6 bare metal."

Wanyi as lucky as the fruit powder is not much. According to Unicom Huasheng (China Unicom's Terminal Company), the Sky Wing Terminal (Chinese Telecom's Terminal Company), a number of staff revealed that from October 17 iphone kv Plus in the domestic sale so far, many friends have asked them to buy the bare metal from the internal channels, but most people are still "waiting in line."

"16GB Good to buy some, but the 64GB version is really no goods, need to wait." "The first batch of stock is not very plentiful, and the consumer demand for this generation of iphone products is mostly in the 64GB version, so it looks more out of inventory," said a staff member in charge of terminal sales in China Unicom. ”

Mr. Zhang, who works for a mobile phone chain, also expressed the same view: "It's not that consumers buy iphones more than they have in the past few years, but most of them want to have more experience in upgrading when they use the last few generations, 16GB of storage capacity is clearly not enough to meet their needs. ”

The electricity quotient channel also reflected the consumer to the handset capacity demand change. Not only that, the full Netcom's public version of the iphone is more scarce.

In the Jingdong, search "IPhone6 16GB", you can see "Mobile 4G Version" show the Goods, search "IPhone6 64GB", in addition to a small number of mobile 4G version, the other shows "no goods." Similarly, in suning easy to purchase Search "IPhone6", showing that there are more than 16GB mobile 4G version, there are a small number of full netcom public version, but 64GB and 128GB volume is not much, showing that more mobile version of the goods.

At present, there are no channels to release the first iphone kv plus stock and sales data, but according to close to three operators of the people said that the operators than the public channels of supply more, but the first batch of stock is not much, "the start of the day a carrier in a province also on 200-300 units."

Why are operators so calm in the face of shortages?

"Out of stock, mainly because Apple is using the game of hunger marketing, each generation of products in the early days of the IPO is the case." "But that's not the whole story," says one analyst close to the operator, "and operators are also dropping their enthusiasm for selling the iphone, and they don't want to spend too much money on stocking up, with high subsidies." ”

This is quite different from the sales of past generations of products.

In the past few years, operators have been more willing to take advantage of the iphone's sales to drive the growth of high-end users, ARPU (average monthly revenue per user), and, at the same time, under the stimulus of high phone subsidies, people are more willing to buy an iphone contract from the operator channel.

One obvious change now is the extent to which operators have scaled back the iphone's subsidies, according to a contract plan announced by China Unicom and the Chinese telecoms company, which has reduced the iphone kv plus subsidy, compared to previous generations of iphones. For example, China Unicom made the iphone 5 two-year, three-year "0 yuan purchase" monthly fee threshold is 386 yuan, 286 yuan package, and to the iphone 6 two-year, three-year "0 yuan purchase" monthly fee threshold is 596 yuan, 396 yuan package.

At the same time, has been netting tens of millions of of the iphone in the Web users of China Mobile, but also adopted a cool way to deal with: decisively canceled the new generation of iphones for the exclusive package, only for it with the existing 4G basic package and the purchase of the phone bill contract.

"The iphone is an important product, but it's certainly not as important as it was a few years ago." "China Unicom's marketing effort to the iphone is falling in the two years since the iphone was introduced," admits a staff member in China Unicom who sells the market.

In the opinion of Zhang, CEO of the media, operators ' attitude towards iphone sales is not surprising. Chinese Unicom and China Telecom, which began selling iphones in the late October 2009 and the first quarter of 2012, have, over the past few years, benefited more or less from the sale of iphone contracts, and the iphone has contributed to the growth of 3G high-end users and data traffic for the two operators. At the same time, Unicom and China Telecom have also been saddled with huge marketing costs and high cost pressures.

Under the policy of cutting costs and reducing terminal subsidies, operators have to make changes in the terminal operations process. More importantly, in the last year or two, there have been a number of flagship handsets that have brought large numbers of high-end users and data traffic growth to operators. As a result, operators who have worked for Apple for years and once plunged into marketing wars have begun to consider untying themselves on apple trees.

"The reduction in carrier subsidies has a relatively small impact on iphone kv plus shipments," he said. "Strategy Analytics Wireless smartphone strategy senior analyst Peter Lin in an interview with NetEase technology, said.

This proves to some extent the correctness of the operator's changing marketing strategy: On the one hand, operators do not have to invest huge sums of money to sell iphones, because the power of Apple to buy a new generation of iphones is less likely to be constrained by operator subsidy changes; , there is a need for consumers will also go to buy, it is inevitable that according to their own needs to choose the network of different operators. What operators need to do is focus on building their 4G boutique network.

Social channel: IPhone6 's thunder has been robbed

According to Strategy Analytics's market research, the shortage of new iphone phones in public channels is more likely to occur than operator channels. In fact, mobile phone price fluctuations in the second-hand market also partly reflect changes in the supply and demand situation.

In a channel that sells second-hand new machines and makes zero-difference business, NetEase technology gets a list of price fluctuations for the iphone kv Plus. The response to the November 8 day mobile Phone Sales chart shows: 16GB mobile version of the White iphone 6 relatively good to buy, the same day price of 5250 yuan, less than 5288 yuan of official prices; the entire netcom version of the price is slightly higher, 16GB full netcom version of the black iphone 6 real-time price of 5350 yuan.

On the same day, 64GB full netcom version of the gold, silver iphone 6 prices are 6200 yuan, 6500 yuan, are higher than 6088 yuan of official prices.

In addition, the entire Netcom's iphone 6 Plus 16GB, 64GB and 128GB edition, according to different colors, the price of the day in 6050-6200 yuan, 7200-7320 yuan, 8850-8950 yuan. The latter two versions were priced at higher than the official price.

According to the director of the channel, although the iphone kv Plus supply is insufficient, there is room to earn the difference, but it is not the hottest mobile phone right now.

"Now the most popular is the high version of the Mate 7, can sell to 4600 yuan." The official said. It is understood that Mate 7 is the first in Germany in early September, the beginning of the month in the domestic sales of the new generation of flagship mobile phones, its standard version and the high distribution version of the official price of 2999 yuan and 3699 yuan.

It is clear that in second-hand channels, where price volatility is most sensitive, the Mate 7 has robbed the iphone kv Plus. In the past, 3000 yuan price has been considered a lack of brand premium capacity of domestic mobile phone price red line.

Zhang that, in many domestic brands of mobile phones, can "form the climate" of products are rarely seen, however, can let consumers "take the hand" of domestic mobile phones have been more and more.

After several generations of products in pursuit, Chinese consumers ' love of the iphone has become relatively cool from madness – consumers who have a fondness for Apple handsets, but not the other way around, have more affordable options in the two years, in addition to Mate7, ZTE's Nubia calf series, Cool School of the Grand series, Vivo X series of mobile phones, have formed a certain reputation.