Behind Big Data: Changes in Apple's Chinese Users' Ten Years

Maybe we all remember when the iPhone 4s and iPhone 5 were sold, the Chinese consumers crazy rush to buy the scene, with a "local gold" was also a symbol of the status of rivers and lakes. However, with the rise of domestic goods and the development of consumer personalization, the iPhone is no longer the representative of scarce products and bodies. After experiencing the disastrous defeat of the IPhone7 series, Apple urgently needs iPhone 8 and iPhone X to win back the Chinese market.

According to statistics, Greater China is Apple's third largest market in the world, but Apple’s current share of the Chinese smartphone market has fallen to fifth, and at the same time, revenue in the Chinese market has continued to “pull the apple”. . At the beginning of last month, Apple’s third fiscal quarter showed that the company’s sales in the United States and most of the world’s markets have increased year-on-year, but China’s sales have declined for the sixth consecutive quarter.

No matter what, Apple is still a respectable era brand. Recently, Jingdong, China's largest mobile phone retail platform, released the iPhone big data report of Jingdong platform with the theme of “2009-2017 is really exciting”. This report covers iPhone data sold by JD.com over the past ten years, from the buyer’s age and gender. Analysis of academic qualifications and product preferences reveals changes in the consumer trends of the iPhone in the Jingdong platform over the past decade.

According to Strategy Analytics, Apple's mobile phone market share in the second quarter of 2017 was 11.4%, which continued to fall significantly behind Samsung, but it has stabilized and slowly recovered from its market share in 2016.

The proportion of consumption in the third-tier cities and below increased significantly

According to statistics of JD.com, before 2010, IPhone was only an “advantageous product” for consumers in China's first and second-tier cities. Its share was once over 90%, but it was affected by consumer spending power and channel sinking. The proportion of consumption has increased significantly. Currently, the share of consumers in first- and second-tier cities has remained at around 60%, with three-to-four and five- and six-tier cities each accounting for about 20%. In the past two years, the share of five- and six-tier cities has even exceeded that of third and fourth-tier cities.

The young highly educated crowd is the backbone of buying the iPhone

According to the iPhone data released by JD.com, 51% of users who purchase iPhones in JD.com are 26-35 years old, and the proportion of young users aged 16-25 is soaring. The proportion of high school students is also increasing. Has been sought after by more and more young users. More than 90% of all users who purchase iPhones in JD.com are university or higher education. The goal of mobile spending by highly educated people is still the iPhone.

In addition, through the data can also be seen, iPhone 6 to become the highest rate of praise of Jingdong mobile phone, reaching 98.3%; and iPhone users repurchase cycle is mainly concentrated in 2-18 months, more than half of the users attach importance to freshness and so on.

Most male and female users prefer the gold version of the iPhone 4.7-inch screen to become the preferred choice for more people

The launch of the iPhone 5s gold version greatly satisfied the psychological needs of Chinese consumers for gold consumption and quickly became a favorite of Chinese consumers. Jingdong iPhone big data shows that 36% of male users and 34% of female users choose golden version of iPhone. The golden version of iPhone has become a relatively large number of people's choices.

And with the ever-increasing size of smartphone screens, Apple officially launched the 4.7-inch iPhone 6 and the 5.5-inch iPhone 6 Plus in 2014, and the subsequent product upgrades consistently followed this size type. According to JD.com iPhone big data, female users prefer the 5.5-inch large screen. Small screens are favored by relatively thin men. However, the 4.7-inch screen has become the mainstream of consumption. The proportion of male and female users is about 50%.

According to the “IPhone Sales Data Report for China in January-June 2017” released by Sino, from the start of sales in 2009, JD.com has already sold more than 14.894 million iPhones. Among all online sales channels, Jingdong has the largest industry share with a 47% share, an increase of 28% year-on-year. It is understood that Jingdong is China's first iPhone online authorized retailer, and is also the iPhone's largest retail platform in China. After the release of new iPhone products, JD.com will also launch pre-sales simultaneously, which will not only offer discounts such as white bars, but also offer discounts such as precise discounts. The Jingdong App Store's prepaid card flagship store will also provide convenient and secure recharge services for fruit powder.

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