When it was launched in China, the price changed from "high in the past" to domestic upper-middle products, which caused a lot of discussion.
Although the original meaning of SE in English is "special edition"-Chinese means "special edition", personally, there is nothing "special". SE is a "strategic opportunity" to seize the China market;
1, release time.
On March 22nd, new products were released in China, such as Samsung S7/S7 Edge, Xiaomi 5, HTC ONEX9 and so on. More new products were released one after another, such as Huawei P9 in the domestic PK European market and so on.
Some evaluation agencies said that by the time of the press conference, Apple had already "stocked" SE10 million, so the release time should be "free". Why do you have to choose March instead of February or April or May?
In fact, it is to let others "test the water" first and then go into the water by themselves. Of course, after a long time, others must have "preconceived ideas" and they don't have so many "opportunities".
2. Start area.
Choose China with unlimited consumption potential.
On the surface, it's "welfare", so you can give priority to "experience" the new global apple machine ―― you don't have to watch Foxconn's apples made in China "quench their thirst" and cross the ocean to go abroad like last year, but you don't have the opportunity to "try early". But the essence is aimed at the sales potential market, and I feel that Apple has "played a big game"!
3. Hardware configuration.
SE basically follows 6 and Plus, which is a "reduced version" of the former, but the "new technology" and "new highlights" that people expect are not reflected in SE at all. This is also contrary to Apple's practice of developing the "boss". Therefore, it can be guessed that Apple saw the potential of the mid-range market and wanted to use se to knock on the door of the mid-range market. In fact, this is not the first time to "test the mid-range market", and the 5C that can't wait to be released behind 5S should be regarded as the first time. Releasing "new products" in such a short time is not about R&D, but about "marketing".
4. Price positioning.
The price of 3000 yuan is the same as that of high-end mobile phones in domestic machines.
This has completely changed Apple's "consistent" "high-priced positioning" approach (in fact, no one sells the configuration at a high price! )。 Low profile and domestic high-end products PK. This also proves from another side that SE is aimed at products in the middle and high-end market.
In a word, SE should be a very special product of Apple: hardware, price and special positioning are all dream strategy machines that Apple uses to sell Edition "2065438+06".
Faced with Apple's "special" strategy, many people will worry about whether SE will affect the sales of domestic machines.
The influence is inevitable and inevitable. But looking to the future, this kind of worry is unnecessary.
On the one hand, China has a huge global potential consumer demand market, and the products put into the market will not be completely wiped out. On the other hand, domestic brands have accumulated enough strength in recent years and will not disappear without a trace after a round of PK. This has been fully proved since Apple entered the China market. Apple has seized a lot of high-end market share, but the impact of high-end products brought by Apple has undoubtedly accelerated the research and development cycle of domestic machines and improved the awareness of quality survival of domestic brands. SE impacts the mid-market again, which will also bring this positive impact.