Source of this article: Times Weekly Author: Yang Lingling
iPhone 14 has been on sale for less than a month, setting a record for price reduction for new iPhone 3 phones.
Recently, media reported that the price of iPhone 14 on Juhuasuan platform showed a high drop in price. Industry insiders compared the iPhone 12 and iPhone 13 series in the previous two years. The latter two have no price reduction actions in the past one month after the release.
"The iPhone 14 has been on the market for nearly a month, and the grand occasion of the public's rush has not continued, and some e-commerce platforms have also experienced price reduction sales. The reason for the period is that on the one hand, there are not many innovative points that make consumers shine; on the other hand, the public's consumption behavior has become cautious, and non-rigid demand such as changing mobile phones has been ranked at the back end of the shopping list." On October 12, Zhao Zhenying, a researcher at the National Engineering Laboratory of E-commerce Transaction Technology in , told the Times Weekly reporter.
Fortunately, the price reduction of iPhone 14 has not yet occurred on high-end models. The iPhone 14 Pro series is still hard to find, and the official website will be scheduled to wait for more than a month.
Long-term observation of Tianfeng International analyst My Kuo Kuo said that Apple has plans to convert the iPhone 14 and 14 Plus production lines to iPhone 14 Pro and Pro Max. After the production lines are converted, the Pro version will account for 60% to 65% of the total shipments of iPhone 14 in the second half of the year. In addition, the iPhone 14 Pro Max will account for 30% to 35% of the total shipments of iPhone 14 in the second half of the year, making it the most popular iPhone 14 version.
For industrial chain companies, the result of the differentiation of new iPhone sales is "some companies are happy and some are sad."
Source: Tuchuang Creative
iPhone 14 different sales volumes
From the e-commerce platform, it can be seen that the standard version of iPhone 14 has indeed been reduced, and the price reduction is not small.
On October 11, a reporter from Times Weekly saw on Taobao Juhuasuan platform that the official price of Apple iPhone 14 starts at 5,999 yuan and enjoys a 10 billion subsidy. It will automatically receive a 600 yuan coupon when purchasing, and the purchase price starts at 5,399 yuan. On the Pinduoduo platform, Apple iPhone 14 also enjoys a 10 billion subsidy, with a price starting at 5,479 yuan after coupon.
is the circulation channel of second-hand mobile phones. The day after the sale, a quotation list of a merchant in Huaqiangbei showed that the recycling price of the standard version of iPhone 14 has "breaked the issuance", that is, it is lower than the official website's release price.
On the last day of the National Day holiday, the iPhone 14 Plus quickly broke the issue after its first sale. Among them, the second-hand market price of the iPhone 14 Plus 128G version is about 400 yuan cheaper than the release price, and the 512G version has dropped by more than 1,000 yuan. Some netizens joked that the iPhone 14 Plus may become the "most value-preserving mobile phone of the year."
On October 11, a reporter from Times Weekly logged into Apple's official website and saw that the iPhone 14 and iPhone 14 Plus in Guangzhou stores are in sufficient supply, and you can pick up the goods at any time or make an appointment immediately.
iPhone 14 Plus has different memory and colors models, and can be shipped within one week after placing an order, which is in sharp contrast to the previous scene of iPhone 14 Pro being launched.
In the view of industry insiders, Apple's launch of the Plus version may be considered as users who cannot afford Pro under the economic recession, but these users do not have the obsession of "no iPhone new models". After the price reduction of the iPhone 13, it is more in line with their budget, and true high-end users will not consider the boring Plus version. This makes the iPhone 14 Plus a useless product.
"The standard version of iPhone 14 has not changed much and is not attractive to consumers. Especially when overall consumption is becoming cautious, it is difficult to convince consumers to spend 6,000 to 8,000 yuan to buy a mobile phone similar to last year." On October 11, Luo Guozhao, director of the China Laboratory of CHIP Global Testing Center, analyzed to the Times Weekly reporter that after years of development, smartphones have entered a bottleneck period of innovation, and new products, including Apple, are unlikely to make major breakthroughs.
It is worth noting that the price reduction of iPhone 14 standard version does not mean that Apple's entire product line has fallen into a sluggish sales.
According to Sandalwood e-commerce market monitoring data, on the Tmall platform, among the 7-day pre-sale sales of the iPhone 14 series, the pre-sale volume of the standard version of the iPhone 14 series decreased by 70% year-on-year, but the pre-sale volume of the iPhone 14 Pro series increased by 56% year-on-year.
On October 11, a reporter from Times Weekly logged into Apple's official website and saw that the iPhone 14 Pro and Pro Max status in all stores in Guangzhou are "no supply yet". It is booked on the same day, and the expected delivery time is November 2-9.
This means that the market performance of Apple's iPhone 14 series models has a big difference this year, with standard models continuing to cool down, while high-end models have strong demand.
At present, this differentiation has been transmitted to upstream suppliers of the industrial chain.
Suppliers are mixed with joy and sorrow
According to a reporter from the Times Weekly, most of the iPhone 14 series mobile phone production and assembly are in Foxconn's Zhengzhou factory and Shenzhen factory, and it is approved to assemble and produce Apple iPhone 14, iPhone 14 Pro and iPhone 14 Pro Max. Apple iPhone 14 and another part of iPhone 14 Plus are mainly produced by Shuo Shanghai Factory and Luxshare Precision Jiangsu Kunshan Factory.
Source: Tuchuang Creative
It is reported that there are at least 5 workshops for the Foxconn Zhengzhou factory that manufactures iPhone products, and at the same time, the construction of the production line of the iPhone 14 Pro series has been increased. On the other hand, Luxshare Precision , which is also assembled for iPhone products, has not obtained the OEM series of iPhone 14 Pro and is only responsible for the production of the standard version of iPhone 14, and its output is detrimental.
CITIC Securities Electronics Researcher Xu Tao wrote a research report saying that based on the current reservation situation and delivery cycle, it is expected that Apple may adjust the stocking structure in the future, and it is expected that the iPhone 14 Pro series stocking proportion will be increased. Related supply chain companies, such as optics, displays, structural parts, soft boards, etc. are expected to benefit.
On October 12, a reporter from Times Weekly contacted fruit chain companies such as Foxconn , Luxshare Precision (002475.SZ), Goertek (002241.SZ), Lens Technology (300433.SZ) to understand the changes in the order. Foxconn has not received any reply as of press time, and other companies declined the interview on the grounds that "involving specific customers, it is inconvenient to comment."
"The differentiation of Apple's mobile phone supply and demand or sales is mixed for suppliers, and the products provided by different suppliers are not the same." On October 11, Zhang Yi, CEO and chief analyst of iMedia Consulting, told the Times Weekly reporter that for suppliers, what they need to do is to do a solid job in their own products and pay attention to the degree of adaptation of the products to the market.
In August this year, Luxshare Precision Management mentioned in an interaction with investors: "A customer covers a lot of supply chains, some of which have incremental opportunities, while others do not. For ordinary small and medium-sized enterprises and companies without incremental businesses, it will be more difficult to face changes in the global supply chain. However, for companies with incremental businesses, especially those that tend to serve overseas customers for a long time, it is relatively easy to get through, with challenges, but no particular difficulties."
