Before Apple IPHONE officially on sale, all of the details of its confidential for up to 30 months. They both evaded, just tell the market will have a new interview, but for a long time in the future for IPHONE information almost no, wait until the market hungry when all the information from a variety of ways to get the IPHONE, jobs suddenly show up in person, on the IPHONE for a brief, wait until the IPHONE officially after the listing of its advertising hype, through a variety of diverse ways to make you see every day, everywhere to see. This extreme contrast, consumers suddenly had a great interest on the IPHONE and purchase impulses, so as to be successful.
On October 30, 2009, China Unicom in Beijing held IPHONE first pin ceremony, marks IPHONE official introced China, as China Unicom and Apple framework of part, China Unicom commitment for IPHONE inputs huge advertising fee, and with of we see has national most capital city of bus station, and Metro station appears has substantially of "civilization, than met" of IPHONE 3GS advertising licensing, from December began Unicom IPHONE advertising and in around TV and cable TV channel out.
IPHONE publicity is mainly composed of Unicom completed at this time, but advertising from as well as the soundtrack was not because it is a release State-owned enterprises into conventional, still maintained the style of Apple, focus of the publicity is also very clear: powerful application for IPHONE features. Apple has adopted and the United States as the operation of the market, even partners in accordance with Apple's philosophy of business also found the second-largest operator of China's mobile market, more because of their willingness to cooperate and would like to take IPHONE increase their share of the high-end mobile market, and Apple's cooperation with China Unicom, than with the right to impose more effective control of greater China Mobile.
Apple sales system in the world, North Korea, China and Viet Nam, Laos and other countries put together side by side, belong to the edge of the most neglected market. Result in the speedy delete Apple procts in the world in China has not created the same myth. According to the statistics show that in foreign countries, Apple iPhone, iPod, Touch, and iPad iOS devices such as penetration rate of 0.05% of China. A conservative estimate, China's Ministry of about 920,000 iPhone and iPod Touch, the total population is about 1.3 billion, its iOS device penetration rates of only 0.05%. Apple in local marketing efforts have not been strong in China, promoting strength than other countries. In marketing strategy developed for the Chinese market and Apple also failed to receive good results, causing the Chinese market compared with other iOS device penetration rates in the world there is a large gap.
As the proct of international famous brand in China's increase in the first episode or act on sale worldwide, almost all multinational IT vendors have been elevated to a strategic position in the market in China, more users are in the Chinese market as a basis for defeated rivals. But Apple procts in the past dynasties until the latest iPad can no longer simultaneous release in China, let alone have characteristics of targeted procts for Chinese users.
Insult to the Chinese market is a big mistake of Apple's global strategy, which led to Apple market penetration in China is far below the world average of Shui Ming, in the explosive growth of China's IT procts market in recent years many manufacturers to provide the sustainable development of the profit for the World Foundation, Apple certainly missed.
Light with Chinese user's passion is clearly not on Apple's global footprint provides a lasting power, Apple is also getting to see China's strategic position in the market, in the face of new ideas to win China is winning the world Apple from the beginning of this year to speed up marketing transformation to adapt to Chinese market characteristics.
While the contract with carrier sales, Apple began to accelerate in the China shop of speed, in September, the iPhone 4 sale in the Chinese market, along with the two store is opened in China. Apple said the number of stores in China will reach the end of 2012, 25.
At the same time, as more and more people come to enjoy the Apple Store in the store when the free proct trial experience, Apple is also found, China's official home page traffic increase will undoubtedly show that on the low-cost network intensify publicity is also a good choice, online reservation of express delivery also reced circulation prevented.