In the early morning of January 4, Beijing time, Apple reached a new historical milestone.
By the close of the day, Apple, which was in the U.S. stock market, surged 2.5 percent to $182.01, a record high, with a total market capitalization of $2.98 trillion, or about 18.9 trillion yuan. In addition, Apple also surged nearly 3% intraday, and its total market value exceeded the $3 trillion mark for the first time, becoming the first company in history to reach this milestone.
You know, even guizhou Moutai, the highest value of the A stock market, the current total market value is only 2.54 trillion yuan, only about 13.4% of Apple's market value. It is worth mentioning that since Jobs launched the first iPhone in 2007, Apple's stock price has soared by 5800%, which is 25 times the 230% increase of the S&P 500 index in the same period.
Two days ago, Xiaomi just released the Xiaomi Mi 12 mobile phone, and Lei Jun announced that it was the first time to benchmark Apple.
Why is Apple selling so well?
In addition to the excellent hardware system, Apple's marketing strategy is also worth studying and learning.
Looking back, from the famous "think different" ads to the stunning advertising films whenever new products are released, Apple can always create fantastic scenes on the screen, and through these details and real content, Apple has created a dreamy and unique product effect. Through these details and real content, Apple has created a dreamy and unique product effect, which gives people great spiritual pleasure.
The marketing of Apple on the Internet has been commented on in this way, and there is a kind of marketing called "Apple's marketing".
Use reality to create dreamy scenes and the tone of "humanistic technology". Apple's advertising can always reveal a real combination of real emotions and dream scenes, giving people emotions and needs of science and technology, and behind each advertisement there is a humanistic story, expressing a kind of emotion of using technology to transmit love, and grasping people's emotions and needs.
Why is Apple's marketing always slightly better than other brands?
01, the use of marketing mix strategy, to obtain a high loyalty user group, these users will not be easily affected by the outside world and change their trust in Apple mobile phones, will continue to use and buy Apple-related products and services out of emotional recognition, but also become free publicity.
02, the closed-loop ecosystem of this product strategy, closed-loop ecosystem refers to the Apple mobile phone to create its own iOS system, the software, hardware can not be common with other Android systems, resulting in users to form habits, application data fixed unwilling to convert the Android system.
03, through the brand strategy effect of luxury goods, to build their ideal identity, Apple through this strategy to meet the psychological needs of Chinese consumers to pursue higher social status, improve sales. This symbolic relationship between consumers and consumers of luxury goods, coupled with the sense of superiority when using luxury goods such as Apple mobile phones, continues to stimulate Chinese consumers.
The "lazy to the extreme" copywriting continues the minimalist product character and is well versed in the art of "blank space".
Another unique marketing label of Apple is naturally its new copywriting. In an era when image is king, it is not easy for Apple to conquer the public with print advertising copywriting.
For example, just on the new iPhone 12 new product copywriting: "big refresh, small fresh", "giant giant 5G", "charging, speeding up", "mix and match, perfect match"... Still the original recipe, still a familiar taste.
As we all know, Apple's copywriting, like its products, has always been known for its minimalism, and it can resolutely not use two words in one word. Since the IPhone4S, Apple's copywriting has taken the colloquial and grounded minimalist route and formed a unique style.
For example, from the iPhone 4S's "Great iPhone, now even better." The word "excellent" is used before and after. Since then, Apple's "first stack" has driven the "back stack" and opened the "stacked endless" copywriting mode.
iPhone 5 – "More, more, a lot less." ”
iPhone5S – "Ahead of its time, unprecedented." ”
5S Upgraded SE – "A big step in a small part." ”
The iPhone 6's "bigger than bigger." Because of the crazy spitting, the main logo was changed to the Hong Kong and Taiwan version of "it is not only big", and the overlapping words were transferred to the sub-label - "not only bigger, more brilliant." ”
The new main logo of the iPhone 6 - "Peerless, there is this pair." ”
iPhone6S — "The only difference is that it's different everywhere." ”
Another example is the MacBook copywriting, "A touch of genius" is translated as the Chinese sentence of the battle "one talent, one touch, instant hair", a short 8-word phrase, can also contain both dynamic and static states, completely impressed by this kind of writing art.
Apple copywriting vividly uses repetition, puns, truth, comparison, misinterpretation, disassembly of idioms, and the constant use of rhetorical techniques of "A is B, B or B". Creating an unconvincing sense of strangeness and using a different language style to highlight the brand's temperament is highly recognizable.
The brand tone of "humanistic technology" is the ultimate display in advertising and marketing.
Apple exists to provide people with wonderful tools, and the world is a better place. It has represented innovation and passion since its inception, and from the very beginning, it has advocated equal emphasis on humanities and technology. To some extent, it is Apple that has led the development direction of contemporary scientific and technological electronic products.
Similarly, this is inseparable from its pursuit of values - to make science and technology approachable, to make cold technology have a humanistic temperature, to achieve the combination of art and technology. To sum up in one sentence: technology meets the needs, humanistic construction experience, experience to achieve brand.
Since 2015, he has been producing Chinese Chinese New Year advertisements, and the strong emotional outpouring of "Made in the New Year", "Congratulations" and "Old Records" is touching. Since 2018, I began to try to use iPhones to make short films, "Three Minutes", "A Bucket", "Daughter" have caused heated discussions among the whole people.
Behind each story, we can feel Apple's concern for "people" themselves, for efforts to be closer to "humanities", and for the mood that wants to convey the temperature of science and technology.
Whether it's the story's letters of faith, unconventional imagination or cinematic storytelling, these ads make Apple's brand story more deeply rooted in people's hearts.
Whether it is the previous Apple advertising, or the various Apple advertising films that start in the new year, more or less, we can feel the existence of the concept of "resonance, focus, and indoctrination" from it.
It may be summed up like this: it is this "Apple marketing philosophy" that has been running through the whole process, and finally created apple's brand myth.