“Will there be another iPhone 12?” In a wechat group called “iPhone 12 purchase” launched by pinduoduo product promoters, users have been asking questions for a week in a row. They are looking forward to the iPhone 12 after the big deal. < / P > < p > not only pinduoduo, but also no iPhone 12 in the “10 billion subsidy” of other e-commerce and short video platforms. In tmall, Suning, Jingdong and other platforms, almost all of them are sold at the original price. The Kwai Fu headset went on the 23-25 day of October for 3 days of iPhone12’s billion dollar subsidy, but it only sent more than one wired headphone and charger, and needed to panic buying in the live room, with a limited number. < / P > < p > it seems that it has become a habit for consumers to wait for the e-commerce platform to offer a large amount of subsidies for new iPhone products. And this habit was formed only a year ago. < / P > < p > starting in 2019, pinduoduo began to subsidize the iPhone. During the “3.8 goddess Festival”, the price of the newly released iPhone xsmax256gb was 8699 yuan, 2300 yuan cheaper than Apple’s official website. A lot of people from cook < / P > < p > by the middle of 2019, pinduoduo will officially launch “10 billion subsidy”. So far, pinduoduo began to “normalize” its subsidies for Apple products, and launched the “10 billion subsidy Apple zone”. The effect of subsidy is significant. In September 2019, pinduoduo announced that the sales of the iPhone 11 series increased 20 times compared with the sales of new iPhones in the same period last year. Other e-commerce platforms and short video platforms have followed suit. The price of new iPhone products began to decline sharply. From the latest “10 billion subsidy” activity display page on pinduoduo app, we can see that the iPhone is 700 yuan cheaper than Apple’s official website, and it has always been available. < / P > < p > however, after Apple recently released its regulatory policy on distributors, the phenomenon that e-commerce platforms continue to heavily subsidize Apple’s new products may become history. < / P > < p > on October 23, according to blue whale financial report, an offline distributor of Apple informed its partners that for the newly launched iPhone 12 series, it is forbidden to flow to online channels such as pinduoduo, tmall, Taobao, Suning, Jingdong, vipshop and overseas markets, otherwise it will be fined 400000 yuan per unit. < / P > < p > “new requirements” are considered to be aimed at the problem of “fleeing goods” among apple dealers. In the past, why there were more cheap new iPhones on platforms such as pinduoduo and Taobao was basically due to this problem. < / P > < p > in China, the sales of Apple products can be divided into three channels: Apple store, Apple Online authorized dealers and apple offline authorized dealers. < / P > < p > usually, offline distributors are only allowed to sell in specific areas covered by themselves. If they consciously sell across regions or supply goods to online platforms, they will be considered as “fleeing goods”. < / P > < p > due to the factors of regions and their own qualification levels, different dealers purchase goods from different manufacturers at different prices, and the manufacturer’s Commission on them is also different. If dealer a takes the goods at a lower price and then sells the goods in the responsible area of B, it will not only affect the performance of B, but also affect the sales commission obtained by the manufacturer. < / P > < p > in Apple’s sales system, because offline dealers need to provide relevant offline explanation, after-sales service, store display and other services, they can obtain lower purchase price than online e-commerce channels. < / P > < p > this makes some iPhone dealers see the profit way of “playing the edge ball”. In theory, apple wants its online and offline sales channels to be strictly separate. But because of this “price difference”, some offline dealers will take the goods from Apple at a lower price and sell them to online stores or e-commerce platforms to make more profits. In fact, this phenomenon has existed for a long time. Before 2015, Jingdong sold iPhone series products on its platform. At that time, Jingdong did not have the qualification of a dealer certified by apple. As a result, the iPhone on jd.com was suspected to be a “refurbished machine”, and then jd.com took out the certificate of Unicom Huasheng, an Apple authorized dealer, stressing that the phone was genuine. < / P > < p > until the birth of pinduoduo’s long-lasting “10 billion subsidy”, which triggered the phenomenon of e-commerce collective subsidy for iPhone, making apple completely unable to sit still. < / P > < p > on the one hand, this accelerates the “deviant” behavior of offline dealers, and more and more offline dealers may secretly take the goods to online sales, which is a huge blow to the offline “regular” dealers selling Apple products. If Apple can’t control the behavior of some of its “deviant” dealers, in the long run, some high-quality dealers may abandon apple; moreover, Apple’s own profits from product sales will also be reduced. < / P > < p > there is also a set of data, according to the National Bureau of statistics, in the months after the epidemic, the share of e-commerce has increased from 20% to 30%. The retail ecology is undergoing great changes, and the offline channel itself is facing the challenge of the evolution of the times. < / P > < p > after the release of iPhone 12 on October 14, Xiao Li, who was waiting for huge subsidies from e-commerce platform, finally placed an order on Apple’s official website, “anyway, the price is the same everywhere, and the official website can be interest free by stages.”. < / P > < p > although Apple strictly controls the price and channel of the iPhone, there will always be “leakers”. Pinduoduo has just launched a new iPhone 12, which is more than 200 yuan cheaper than the official website. However, it refuses to disclose the source of goods and its sales are relatively low-key. < / P > < p > on the other hand, the official 10 billion subsidy interface of pinduoduo always shows “iPhone 12 in urgent stock”. Users can grab “300 yuan” of iPhone subsidy coupons regularly every day. As for when they can use it, it is not known. “Ten billion subsidies” have been hit hard. < / P > < p > some people in the industry told geek park that in the past, the iPhone was a very good target for pinduoduo, which was used to change the user’s cognition and open up the increment beyond the “sinking market”. < / P > < p > for brands, when they cooperate with e-commerce platforms, they don’t want to be in a passive situation that they can’t control, especially those brands that have a high degree of consumer awareness, such as apple and Tesla, are more determined to be “subsidized”. < / P > < p > from the perspective of the platform, pinduoduo has successfully attracted a large number of city users in the “five rings” with “10 billion subsidy”, and then continues to use the previous “subject matter” iPhone to promote innovation and repurchase, which may not be in line with the input-output ratio. After all, it doesn’t make much sense to have another “20000 Tesla subsidy” campaign. 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