3C Digital in the "618" Promotion: Downstream Shipping Volume: Apple's Next Live Broadcast with Sales

Cailian News Agency | New Consumer Daily, May 31st News (Reporter Tang Zhixiao)The 618 Zhongda Promotion has been launched. According to data provided by JD, as of 24:00 on May 25th, the per capita purchase of pre-sale goods has increased by over 30% year-on-year.

JD.com stated that this year is a big year for new products, and 3C digital products are attracting more attention from new users.

According to the observation of a reporter from New Consumer Daily, major brands and e-commerce platforms have already announced price reductions and promotions for models and prices online during the 618 event. Among them, the Huawei P60 series products, which have only been released for 2 months, saw a maximum decrease of 1000 yuan.

Although the offline stores of the brand have had mediocre reactions and have not even listed event related materials or modified product prices, some brands have reduced prices more significantly than online platforms and even offer gifts.

It is worth noting that the official flagship store of Apple's direct store on Tmall, the Apple Store, has also participated in this unique mid year promotion in China for the first time. It not only provides limited time and quantity coupons, but also will start its first live broadcast on the evening of May 31st at 8pm.

Brand Mid Year Promotion Battle

According to data provided by JD, the sales of foldable screen phones have increased by more than three times year-on-year, and the sales of contracted phones by operators have increased by over 80% year-on-year. The number of users who purchased 3C digital products through exchanging old for new increased by over 120% year-on-year.

At the same time, under the pressure of declining smartphone shipments, mobile phone manufacturers have already launched the 618 Mid Year Promotion, with Realme, the earliest to take action, announcing the launch of the 618 Promotion at the end of April.

Industry insiders have stated that the flagship aircraft has already been launched and sold, and domestic brands have even completed the release iteration of mid range models before the start of 618, including Huawei Nova11 series, Honor 90 series, Xiaomi's Civi3, vivo S17 series, and OPPOReno10 series products.

Other mobile phone manufacturers, such as Honor, Xiaomi, OPPO, and vivo, also launched pre-sale discounts, installment interest free, and other promotional activities in late May. The extent of price reductions varies depending on different models and brands.

The New Consumer Daily reporter noticed that flagship models such as the Xiaomi 13 Ultra, foldable screens such as the vivo Fold 2, OPPOFindN2, and Honor MagicVs do not offer any discounts on their official website.

The products promoted by manufacturers include their flagship products that have been released for a period of time, such as the vivo X90 series, OPPOFindX6 series, and the Honor Magic5 series. Setting aside the most basic storage configuration specifications, such as 8+128GB, the pricing range of these products is mostly between 4000 yuan and 6000 yuan.

The product with the largest price reduction was the P60 series model released by Huawei at the end of March: the entire Huawei P60Art series was reduced by 1000 yuan, and the 12GB+1TB version was reduced from 10988 yuan to 9988 yuan.

In contrast to the P series, Huawei's foldable screen product MateX3 has been out of stock since its launch, and even has been sold at a premium spot on multiple e-commerce platforms.

It is worth noting that this time, Apple's Apple Store, which operates its own official flagship store on Tmall, has also taken place and joined the 618 event.

Unlike other e-commerce platforms that offer direct discounts, the official flagship store of Apple Store offers discounts in the form of limited time and quantity coupons, with the iPhone 14 ProMax experiencing a maximum reduction of 1350 yuan.

In addition, the official flagship store of the AppleStore has released a preview that will premiere the Apple official flag on Tmall. It is understood that this is also Apple's official global first live broadcast on an e-commerce platform.

Mid year promotion has a weak offline atmosphere, but there are "hidden benefits"

Unlike online promotion, the atmosphere of offline promotion in June 2018 is not strong. Most authorized brand stores not only do not display or post any relevant posters in their stores, but even the prices of promotional models after price reductions have not been modified.

However, each store will tell the New Consumer Daily reporter that they have participated in the 618 event, and some brands' product prices are even lower than those of e-commerce platforms and online official flagship stores.According to the nature of the store, the promotion efforts and activities for each model of product also vary.

Most of the mobile phone brands in our store participate in the 618 promotion, "JD Home store clerk Wang Xia (pseudonym) told New Consumer Daily." For example, the Honor Magic5 standard version you get has a discount of 300 yuan. There is also this OPPOFindX6, which is priced at 4499 yuan online on JD, minus 100 yuan

Zhao Lei (pseudonym), a staff member of the Honor Brand Authorized Store, promoted to a reporter from New Consumer Daily, "The Magic5 Standard Edition is now available for purchase in our store, which is another 100 yuan lower than the official website, which is 400 yuan lower than the initial launch price. Additionally, we will also provide gift boxes with umbrellas, tea cups, and other items inside. The price will be guaranteed until the end of the 618 event

The promotion activities of Xiaomi Home offline maintain the same intensity as online, but store assistant Xu Bin (pseudonym) told New Consumer Daily that when purchasing promotional phones offline, Redmi Red Rice TWS earphones will also be included as a gift.

Xu Bin also emphasized, "There is no guarantee of logistics timeliness when purchasing online, and there are no giveaways. You see, the Redmi K60 phone is still being booked online, but today you can make payment and pick up the stock from our store