On September 24, Apple’s annual new iPhone 8 has been on the market for three days. However, this year's consumers seem to have regained their enthusiasm. This is not only a long queue, but also a physical store and e-commerce platform. The stocking is very abundant. Some consumers have reported that they received mobile phones within three hours after the online channels were placed, and some of the online sales channels also had a few hundred yuan. In the eyes of people in the industry, the iPhone 8 has little difference from the previous generation, and there are no bright spots for innovation. Coupled with the internal and external attacks of major mobile phones at home and abroad, Apple has faced huge market challenges. In the future, Apple may continue to decline in the Chinese market. Listing is a discount The poor sales performance of the iPhone 8 series can also be reflected in the amount of purchases and stocks of goods on the e-commerce website. Some consumers have reported that they received mobile phones within 3 hours after placing orders at Tmall Mall and Jingdong Mall. Beijing Business Daily reporter saw in Jingdong Mall, iPhone 8 page shows that the product is dark grey empty color has no goods, 64G version of the iPhone 8 gold is also no stock, silver and gold 265G iPhone 8 stocked, can be shot directly; Cat Mall Apple's official flagship store, the new model is also a section of the current no goods, need to wait 20 days to ship, other products have goods can be photographed directly, the current number of comments is 2123; Suning e The product is fully stocked, and any one can be shot directly. Invariably, users of three malls reported that the products were delivered soon after the orders were placed. However, the Beijing Commercial Daily reporter found that in other digital product stores on Taobao, the price of iPhone 8 is even lower than that of the official website. This is totally different from the situation in the past when goods are in short supply and prices need to be increased. A Taobao shop named Jianye Digital Communication, the 64G iPhone 8 is priced at only 5,378 yuan, which is 510 yuan lower than the official price of 5,888 yuan. It is also called a store owned by my family. The same product is priced at 5,670 yuan; There are also some stores that have reduced product prices by more than 100 yuan or tens of dollars to attract consumers. The customer service in a shop told the Beijing Daily News that the price was adjusted according to the market. The implication is that this year's consumer enthusiasm is obviously not as good as it used to be. Store owners are afraid of selling goods and can only sell at low prices. Each year, the new iPhone is listed. The busiest type is the one who is the ox. But this year, these people are not excited. As the iPhone 8 market price fell below the official website price, many of the customers who purchased on the official website and those who intended to make a fortune on the Sept. 22 arrival have all turned in or refused, and switched to the market to buy lower prices. iPhone 8 and the yellow cattle outside of the Apple store are not clearly showing their behavior. A number of oxen said frankly that they did not intend to resell the iPhone 8 and pay more attention to the iPhone X that was listed later. In addition to the purchase amount and cargo reserve of the e-commerce website, the purchase situation in Apple's physical store can also reflect the cold situation of the iPhone 8. According to the Securities Daily report, in the new digital city of Pudong, Shanghai, on the day of its debut, until the lunch, most retail stores are still in a situation of weak sales. Some of the stores still sell the 64G version of the iPhone 8 at a lower price than the official website. People are interested. According to a customer surnamed Liu, the official website quoted at 5,888 yuan. On the same day, he bought a mobile phone with a price of 230 yuan, which is 5,500 yuan. The Apple authorized store sales director Lu Weiping revealed that the current sales of the iPhone 8 are roughly 60%-70% lower than those of the iPhone 7 and the iPhone 7 Plus. The sales volume on the day of the launch, including the customer's booking, has not yet been taken away. 7, 8 sets. The pomp is no longer Beijing Business Daily reporter also visited a number of Apple direct stores in Beijing on the ground. It can be seen that compared with the past, consumers seem to be less enthusiastic about the new generation of iPhone. In the Apple Store on the fifth floor of Chaoyang Joy City, there are not many customers sitting on the mobile phone counters. Compared with other mobile phone counters, brands such as Huawei are not far behind. Beijing Daily News reporter observed for a long time and found that most people just play iPhone 8 and iPhone 8 Plus at the counter, and few people really pay for it. Subsequently, the Beijing Business Daily reporter came to the Apple Experience Store on the first floor of Chaoyang Joy City. The number of customers around the mobile phone booth is obviously higher than that of computers, watches, iPads, etc. Similarly, the majority of people are playing. People go, many people took a while to walk out of the store. It is worth noting that many customers who experience at the mobile phone counter are asking about the price and parameters of the iPhone 7 and iPhone 7 Plus, and even consumers who are interested in buying the iPhone 6s. One of the consumers said that when the iPhone 8 was introduced to the market, the old models in the past would be reduced in price. From the aspect of appearance and parameters, there was not much difference, so they decided to buy an old model. An in-store staff member told the Beijing-based business daily that the consumer’s desire to purchase the iPhone 8 and iPhone 8 Plus did not decline this year. This is similar to previous years. In addition to the iPhone 8 Plus 64G version of the mobile phone, the store’s other sources are adequate and can be purchased directly. . However, a reporter from Beijing Commercial Daily noted that buyers of the iPhone 8 and iPhone 8 Plus are not as much talking about this clerk as he pointed out that the new machine purchase queuing channel, only one foreign consumer is paying, the other two Three people are playing next to the phone. A consumer told the Beijing Daily News reporter that he only came to the store to experience the new model and did not plan to buy it because he was using the iPhone 7 and felt that the iPhone 8 was not much different from last year's camera. There are also consumers who said that after making an appointment online, they went to the store to pick up their mobile phones. They did not think that the store did not need to queue up. They could take mobile phones when they arrived. According to the staff of Apple's Xidan Joy City official store, on the first day of the launch, the earliest arriving customers arrived only around 7:30 in the morning and did not appear to queue up. According to reports, on the day of the launch, that is, on September 22, the Xidan Joy City apple store in Beijing was limited to users who had previously booked at Apple's official website. At that time, Apple's official iPhone 8/8 Plus "appointment to store purchase" service was already available. Closed temporarily, at 8 o'clock in the morning on September 23 to re-open the appointment to buy, because Apple now uses online delivery, offline pre-sale purchase two channels, so the consumers to the store to pick up only a few sporadic. The iPhone 8 series is not only sold out of the market in China, but also in the world, there are no hot sales scenes like previous generations of products. Despite still attracting some loyal Apple fans to queue up at the store, this year's customers for the iPhone 8/8 Plus have obviously reduced significantly. At the entrance of the Apple retail store in Sydney, Australia, fewer than 30 customers line up. Not optimistic Bloomberg reported that Rosenblatt Securities analyst Zhang Jun said in a report to clients that the booking volume for the iPhone 8 is bleak, and the most obvious one is in China. This model has been rejected by the market. The performance of Apple's store shows that even a lot of firm fruit powder did not come to join in this time. Moreover, Apple's potential in market sales may have to continue, and it is necessary to make preparations for the possible collapse of sales. The operator of the World Network Chief Editor Kang Wei told the Beijing Daily News reporter that he had also gone to some Apple stores to investigate and had no need to queue up and could be purchased. He analyzed that there are three reasons for this: First, many people are waiting for iPhone X, because Apple’s brand impression of people in the past is innovation and fashion, and iPhone X has some innovations, and many people have an iPhone 8 Disappointed, the difference between iPhone 8 and iPhone 7 is too small. In the Chaoyang Joy City Apple Store, a consumer told the Beijing Daily News reporter that he was more inclined to buy the iPhone X. He just went to the store and experienced the iPhone 8. "In addition, the overall appeal of Apple's products has been severely declining in China. As the quality, quality and brand of domestic brand mobile phones have been greatly enhanced, the gap between them and Apple products is getting smaller and smaller. Therefore, many consumers turn to buy Chinese brands. "Kang Yu said. Before and after the Apple conference, domestic mobile phone brands released their annual flagships, including vivo X20 and Xiaomi MIX 2. Kang Ye then pointed out that in the country, the operator's subsidy to the iPhone is also getting smaller and smaller, and even some operators no longer subsidize, and the price of the iPhone 8 itself is quite high, much higher than the Chinese brand mobile phone, the cost performance is not high, Therefore, only fruit powder can be attracted, and price-sensitive users are reluctant to purchase the iPhone 8. Prior to this, affected by sales volume, Apple's performance in the Chinese market has continuously declined for six quarters. The latest 3Q17 financial report shows that while Apple Greater China has retained its position in the third largest market, its revenue decreased by 10% year-on-year, making it the only region with negative revenue growth. Through price comparison, it can be found that in order to maintain profits from the impact of parts prices, Apple's iPhone 8 and iPhone 8 Plus prices were higher than last year's similar products by 50 US dollars and 30 US dollars. BTIG Research analyst Walt Piecyk said that the price increase will reduce Apple's dependence on sales. Kang Yu predicts that Apple’s share in the Chinese market will surely gradually decline, and profits will decline, and it is difficult to reverse. Not only is the iPhone, Apple's other products have fallen more seriously in China. For example, the iPad and the iPod are caused by the Apple company itself. The Apple company is implementing a unified global market operation, and it does not pay much attention to the individual experience of Chinese users. Businesses are also not friendly; on the other hand, they are also the result of fierce competition from Chinese products.
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