No goods! Apple's live broadcast debut was actually recorded, and 1.3 million onlookers did not understand this account

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Throughout the whole live broadcast, the anchors did not mention the product price, discounts, etc., without the intention of "bringing goods", let alone the exclusive discounts in the live broadcast room.

At 7 p.m. on May 31, Apple's Tmall official flagship store officially opened, which was also the first official live broadcast of the Apple brand worldwide.

On the morning of June 1, Taobao disclosed relevant data, and nearly 1.3 million people watched the live broadcast, and the live broadcast room also attracted 300,000 likes within an hour. According to Interface News, it is estimated that the sales of this live broadcast guidance will exceed 100 million.

Apple's official first live broadcast

Although the preview was hung out in the official flagship store on May 30, Apple's first e-commerce platform live broadcast was very mysterious, until five minutes before the live broadcast, the customer service of the official flagship store of Tmall Apple Store still said that "because this is also Apple's first live broadcast, no live broadcast event content has been received so far", and could not answer questions such as whether there would be preferential activities in the live broadcast.

Until the start of the live broadcast at 7 p.m., 4 staff members wearing Apple blue T-shirts appeared on camera to explain to netizens how to use iPhones to make movie blockbusters. It is not so much a anchor with goods as an Apple product expert, and there is not a word that mentions "placing an order, adding a purchase", and every sentence points to the product itself.

But this Buddhist live broadcast genre made netizens a little anxious, and they all appeared to teach Apple how to do live broadcasting. The comment area shouted out: Surprise coupons with full price reduction!

The barrage information shows that the audience who entered the live broadcast room swiped out 186 "price reduction" comments within one minute, and the word "coupon" in the live broadcast room dominated the screen. However, throughout the whole live broadcast, the anchors did not mention the product price, discounts, etc., without the intention of "bringing goods", let alone the exclusive discounts in the live broadcast room.

Later, some netizens found that the upper right side of the screen in the live broadcast room had two small words written on "recording", that is, this was a "live broadcast" that played the recorded clips that had been prepared for a long time.

Despite this, Apple attracted 300,000 likes and 1.28 million views in the first hour of broadcasting. Many of the goods hung in the live broadcast room were also snapped up. Some netizens commented: The most Buddhist live broadcast has sold the most goods, and in the face of absolute strength, all skills are floating clouds.

On the one hand, "following the customs" into the live broadcast room, on the other hand, "only talking about products without goods" has become a new 618 promotion method carefully planned by Apple.

After the live broadcast, Apple officially did not announce the next live broadcast plan, and whether Apple will open more real official e-commerce live broadcasts and even join the ranks of "live streaming goods" in the future still needs to be paid attention to. However, entering the "world's first e-commerce live broadcast" itself may have meant some changes for Apple.

Previously, Apple CEO Cook said, "June 18 is an important shopping festival in China, before that, we achieved strong performance", when Apple was questioned about the price reduction in order to destock, Cook also explained that Apple does want to give consumers discounts, and has nothing to do with destocking.

Advertising campaigns "overturn" one after another

According to the website of the Beijing Municipal Administration for Market Regulation, Apple Electronic Products Trading (Beijing) Co., Ltd. was recently sentenced to 200,000 yuan by the Dongcheng District Market Supervision Administration for publishing false advertisements.

According to the official website of the Market Supervision Bureau, Apple Electronic Products Trading (Beijing) Co., Ltd., the description of the MacBook Air product wrote that "the M1 chip has the fastest central processing unit we have built so far."

But in fact, the M1 chip is not Apple's fastest chip product, in October 2021, Apple launched a notebook MacBook Pro with M1 Pro and M1Max chips, from the performance point of view, M1Pro and M1Max chips are equipped with 8 high-performance cores and 2 high-efficiency cores composed of a new 10-core CPU, while the M1 chip is only equipped with an 8-core CPU, including 4 high-performance cores and 4 high-performance cores, The two 10-core chips run up to 70% faster than the M1.

In fact, Apple has a "previous record" in publicity. Just on May 11, according to the administrative penalty decision of the Credit China website, Apple Electronic Products Trading (Beijing) Co., Ltd. was fined 100,000 yuan by the Dongcheng District Municipal Supervision Bureau.

What makes people wonder is whether Apple values or despises its market? On the one hand, Apple has a record of breaking the law in many countries, but on the other hand, Apple is trying to integrate into the local market in marketing.

A few days ago, Apple released its financial report for the second fiscal quarter of 2023 (as of April 1 this year). During the reporting period, Apple's total revenue was $94.8 billion, down 2.51% from the same period last year; Quarterly net profit was US$24.1 billion, down 3.4% year-on-year; Diluted earnings per share were $1.52. This is the second consecutive quarter of decline in Apple's revenue and net profit.

Industry views believe that in the current weak mobile phone sales, especially Apple's own revenue, profit decline background, Apple needs to "intensive farming" in the local market, in order to maintain a dominant position in the fierce competition, especially for such a huge market as China, Apple's sales strategy has begun to "adapt to local conditions", Apple rarely cut prices before, and is not keen on cooperating with e-commerce platforms, and now has to change course in order to sell.

But unfortunately, although Apple has put down its position in marketing, it still needs to improve in terms of "compliance with the law".

Editor丨Lin Qin Comprehensive Beijing Business Daily (reporter Tao Feng, Wang Zhuli), Yicai, Daily Economic News, IT House

Picture丨Beijing Business Daily, Apple Store Tmall official flagship store live broadcast screenshot