Apple opened the first official flagship store in Tmall live, the one-hour live attracted nearly 1.3 million people around, and 300,000 people praise it, but the anchor only talk about the product without goods.
The live broadcast is Apple’s first global attempt at an e-commerce platform, but the page shows that it is not a live interactive broadcast, but a “taping”. Four employees in blue Apple uniforms acted as anchors, introducing the audience to the iPhone14, Apple Watch and other Apple products such as photography, sports, sleep and other functions. The event attracted nearly 1.3 million viewers, but without any promotional activities or intention to bring goods, but only introduced the functions and usage of Apple products, I have to say that Apple’s live broadcast play is really different.
The bottom right corner of the live broadcast room was hung with links to products, including iPhone 14, iPhone 13, Apple Watch, AirPods and 24 other Apple products. When you click on the details page, you can see that Apple showed the interest-free installment and coupon policy of Apple Store products in this Tmall 618, and said that more than 550,000 iPhone 14 Pro / 14 Pro Max, 190,000 iPhone 14 / iPhone 14 Plus and more than 50,000 iPhone 13 / 13 mini were prepared for this Tmall 618 promotion. The iPhone 13/13 mini, etc. are “in stock while supplies last”.
Viewers of the live stream commented asking if there were price cuts, lotteries, giveaways and other activities, but the anchors did not respond to this, nor did they reveal any live stream exclusive offers. The live broadcast lasted an hour and ended before the Tmall 618 event began.
Apple’s entry into live streaming may be an attempt to find new growth and stimulate the Chinese market. Apple’s recently released earnings report showed that the company’s sales and net income both declined in its fiscal second quarter, with business in China also declining slightly. iPad and Mac computer revenue fell 13 percent and 31 percent, respectively, while iPhone sales grew 1.5 percent.
With the launch of the 618 campaign, some products on Apple’s official Tmall flagship store are available at reduced prices with coupons. For example, consumers who purchase iPhone 14 pro will receive two coupons totaling RMB 1,500, with the original price of RMB 7,999 for the 128G iPhone 14 Pro at RMB 6,499 after coupons, and a price cut of RMB 400 for the Apple Watch Series8.
According to Interface News, a third-party source has reported that the live broadcast is expected to generate sales of more than RMB 100 million.
Apple did not officially announce the next live broadcast plan, whether the future will open more real official e-commerce live is not known.