Direct store cold operator hot: iPhone 5 China starting

It should be Apple's most "cold" iPhone since its entry into China.

On the morning of December 14th, Beijing Sanlitun Apple Retail Store opened its doors to welcome guests. Few users came to collect an appointment machine, and the “guns and short cannons” outside the door far exceeded the number of purchasers. At the same location 11 months ago, queues were almost a picture of the “Spring Festival Movement”. Hundreds of yellow cattle and fruit powder lined up in cold weather and the scene was even out of control.

iPhone 5 (parameters offer picture forum software) using advance sales mechanism, may be one of the reasons why many people overnight queue. What is even more worrisome is that the apple that was displayed to the outside world with the appearance of disruptive innovation has disappeared.

The despondency of the Chinese market was directly reflected in the stock market on the other side of the ocean. Last Friday, Apple's share price fell by 19.90 US dollars, or 3.76%, to close at 509.79 US dollars, setting a new low since February 17.

Unlike the previous Apple new mobile phone market, the iPhone 5's listing more reflects the collective excitement of sales channels, especially the two major operators are hard-hitting.

As early as three months ago, China Unicom has lowered the retail price of iPhone series mobile phones across the official website, business halls, and nationwide social channels.

One month ago, the telecommunications version of iPhone 5 began to officially accept telephone appointments, consumers can make an initial appointment by dialing 10,000, and give priority after delivery.

Compared with deserted Apple retail stores, telecom operators have become protagonists. Early in the morning, he enjoyed a subsidy for his phone bill and a promotion worth hundreds of yuan in gift packages. At night he was braving the snow and waiting for more users at Unicom and telecom operators' stores.

On the afternoon of the 14th, in the Unicom store near Shanghai’s Zhongshan Park, dozens of people lined up for long queues. Most of them were young people, and some of the elders also had fun. The white 16G iPhone 5 was once out of stock. Consumers want to sell an iPhone 5 at least for the first half hour. Staff in the Unicom store told reporters that there were more people who came here to purchase the machine the previous day.

China Unicom's iPhone 5 "charges for delivery" 16GB version, 32GB, 64GB contract price was 5899 yuan, 6899 yuan, 7899 yuan, China Telecom iPhone 5 corresponding prices were 5288 yuan, 6088 yuan, 6888 yuan. Comparing the two 16GB version of the iPhone 5 contract plan is not difficult to find, although the telecommunications version of the iPhone 5 contract price lower than China Unicom 600 yuan, but the return call is less.

However, for this new aircraft sale, it was counted that if the user chooses the two-year contract, Unicom 16G version of the 286 yuan package iPhone 5, before and after a total cost of 8779 yuan. Compared to the same package of 6,864 yuan for the iPhone 4 two years ago, it cost nearly 2,000 yuan more. This means that operators have reduced the iPhone subsidy.

“Before the operators were in an unfavorable passive position in the Apple negotiations, they gave up a lot and made many promises, such as product underwriting, purchase volume, etc. However, from the actual results, Apple is not as mysterious as people think. As a result, operator's cost pressure is very high, and reducing subsidies means that operators hope to reduce risks and improve profitability, said Tan Yanming, senior consultant of China Telecom Consulting Group in China.

In his view, operators are not surprised that the level of Apple's subsidy is gradually reduced. "For operators, the iPhone is a chronic poison and the poison will not be eaten without limit, but not eating can cause problems," said Tan Yanming.

Data from the three major operators showed that in the first half of this year, China Telecom’s terminal subsidies were 11.5 billion yuan, China Unicom was 3.515 billion yuan, and China Mobile’s subsidies were as high as 12 billion yuan. The number of new 3G users was 14.67 million, 16.323 million and 15.87 million, respectively.

In the parallel market, in the mobile phone market near the Guangzhou Martyrs Cemetery, the lowest bid for the iPhone 5 is 4,900 yuan, which is not much lower than the price paid by the operator. "Now Telecom's contract price is 5,288 yuan, and there is an event that charges 100 yuan and 500 yuan, but fortunately, our goods are almost the same."