Who Will Sell 120 Thousand Of Apple Watch?

The Reuters and Ipsos survey is basically consistent with the Apple Corp Spring Forward conference in March 9th, which commentary on social media's Apple Watch: bad reviews.

In September 10, 2014, when Apple Corp released Apple Watch for the first time, the industry's evaluation of Apple Watch was fairly general, although there was no detail beyond expectations, but everything basically met expectations.

But last week, when Apple Watch released the 18K gold Apple Watch Edition version of the price of up to US $10000, the public opinion was in sharp decline. Finally, the highest price of the version was up to US $17000, or about 120 thousand yuan, which made analysts surprise. Most analysts thought that 18K gold Apple Watch Edition was priced at 1200 US dollars, that is, the highest price of the final release was 12-15 times that of most analysts.

Then who will sell the 18K gold Apple Watch Edition at such a high price? Or why does Apple Corp issue a high priced 18K gold Apple Watch Edition?

Obviously, the focus of Apple Watch's "Spring Forward" conference is Chinese consumers, especially consumers in mainland China.

Whether the Hangzhou shop at the beginning of the conference or the WeChat circle of friends demonstrated by Apple Watch is an obvious purpose, but...

When official micro-blog commented on this goal, it encountered a lot of abuse from mainland Chinese netizens such as "Hong Kong" and "Low B".

Conspicuous consumption has always been the main motivation of luxury consumption in mainland China. Although the improvement has been made in recent years, the dominant position of this motive has not really wavered.

Therefore, 120 thousand of Apple Watch is the most and only likely to be sold to mainland China consumers.

Before the press conference last week, the media had another consensus in predicting the launch. Apple Corp is trying to enter the fashion or luxury sector with Apple Watch. Analysts say that in the era of Steve Jobs Jobs, Apple Corp is walking at the crossroads of Humanities and science and technology, while in the era of Tim Cook Tim Cook, Apple Corp is wandering at the fork of technology, humanities and fashion.

Before Apple Watch was released,

The company recruited two people from the company.

One of the group's eminent figures is Burberry Group PLC (BRBY.L), former CEO of Angela Ahrendts, and the other is Kering (KER.PA), former chief executive officer of Yves Saint Laurent of Kai Yun group, although it was previously an old staff member of Apple Corp.

The price of $17000 or 120 thousand yuan Apple Watch obviously overturns the price of Apple Corp products, but this price is totally in line with the pricing of luxury goods industry.

In the luxury industry, the pricing of different brands of the same brand is quite different. Cheaper ones are dozens of dollars, tens of dollars of cosmetics, hundreds of dollars of perfume, and tens of thousands, tens of thousands of dollars in clothing and advanced customization products.

This differentiated product strategy is also a recent change in Apple Corp's product strategy. In the past Apple Corp product launches, each product basically released only one style, but released from the simultaneous release of iPhone 5S and 5C, and then released to iPhone 6 and iPhone 6 Plus, Apple Corp apparently wanted to harvest more markets.

18K Gold

Definitely not the main product of Apple Watch, the sales volume of this style can almost be predicted, and the performance of individual products is even at a loss. Just like the clothing business of the luxury industry, this product can play a role in enhancing the value of products and promoting sales for its low price style.

The luxury industry is based on this marketing mode. The entry-level products of about $2000 are the real survival of the luxury goods industry. Those products, even more than $5000, are the "pretence" of dressing up and maintaining brand value. The pricing of Apple Watch is based on the pricing strategy of the luxury goods industry.

In terms of consumer psychology, there is a lot of psychological gap with a $349 basic fund and a $17000 "local tyrant", just like the satisfaction of mass consumers in having a bottle of Chanel perfume.

Volkswagen consumers are more ostentatious than luxury consumers when they consume luxury goods, so in the minds of consumers, as long as Apple Watch has been satisfied.

You can't see the 899 yuan Apple Watch on the Taobao.

From the real luxury industry feedback, 18K gold Apple Watch Edition is just a joke. So far, no analysts and clock industry professionals believe that the watch will impact on the expensive watches such as Rolex and Rolex. On the contrary, the low and medium priced traditional clocks are the objects that Apple Watch may really attack, corresponding to the Apple Watch style of 349 or 549 dollars. Therefore, Apple Corp itself should be very clear about the real role of 18K gold Apple Watch.

Some people are willing to customize the five-star red flag version of the Herm s Hermes platinum package. It is natural that some people are willing to buy 120 thousand yuan Apple Watch. This is beyond doubt. Of course, most of the buyers are Chinese consumers. This is also a safe bet.

It is still doubtful whether Apple Watch will succeed after the product strategy takes the luxury route, but the Chinese market should still be a market worthy of reliance on Apple Watch. When Alipay, NetEase and other technology companies rush to issue public relations Apple Watch adaptation, 50% of US consumers do not know Apple Watch news at all.