In an effort to boost sales and generate excitement around its latest flagship products, Apple hosted an exclusive live-stream shopping event in China. The event aimed to showcase the highly anticipated iPhone 14 and other products and offer exclusive discounts to Chinese consumers. This innovative approach to marketing highlights the growing popularity of live-streamed shopping events in the retail industry.

In sync with China’s highly anticipated ‘618’ shopping festival, which is regarded as the country’s second most significant e-commerce event following Singles’ Day, Apple strategically planned its live-streamed shopping event. The timing aligns with the festival’s momentum, allowing Apple to capitalize on the heightened consumer enthusiasm and spending during this period.

Apple made its debut on Tmall, going live on May 31, at 7 p.m. China time. The event showcased a lineup of 24 of Apple’s newest products, featuring highlights such as the iPhone 14 Pro, Apple Watch, and AirPods. 

The live-streamed event on Tmall drew an impressive viewership of around 1.3 million, indicating a strong interest among the audience. Additionally, the studio received an overwhelming response with approximately 300,000 likes, reflecting the positive reception from viewers. These numbers highlight the significant engagement and enthusiasm generated by Apple’s first-ever live-streamed sales event in China.

This live event acted as a teaser, building anticipation among consumers and setting the stage for Apple’s participation in the ‘618’ Shopping Bonanza. For the e-gala event, Apple has made extensive preparations by stocking up on a wide range of iPhone models. The brand has allocated almost 550,000 units of iPhone 14 Pro and 14 Pro Max, along with 190,000 units of iPhone 14 and iPhone 14 Plus. Additionally, they have ensured the availability of over 50,000 units of iPhone 13 and 13 mini. 

This ample stock of iPhones showcases Apple’s anticipated demand during the e-gala and ensures that the customers have ample choices and options to explore during the shopping extravaganza.

As part of the festival promotions, Apple is providing attractive discounts on its products. Customers can avail of a discount of CNY1,500 (USD211) on the iPhone 14 Pro. Furthermore, Apple is reducing the prices of the iPhone 14 Pro 128GB and the iPhone 14 128GB by CNY1,000. In addition to the iPhones, the Apple Watch Series 8 is also being offered at a discounted price, with a reduction of CNY400. 

These enticing discounts, as listed on Apple’s Tmall store, are aimed at attracting customers and boosting sales during the festival period. It presents an opportunity for consumers to purchase Apple’s latest offerings at more affordable prices, further enhancing their shopping experience.

With revenue of approximately US$17.8 billion in the first quarter for the Greater China region, Apple experienced a slight decline of nearly 3 percent compared to the previous year. However, the tech giant’s participation in the ‘618’ shopping festival through its innovative live-streamed event signifies its commitment to reigniting growth and engaging Chinese consumers, as it aims to boost sales.

What is Live Stream Shopping?

China’s live-streaming shopping trend is experiencing a remarkable surge in popularity, with consumers increasingly turning to online platforms to shop for a wide range of products. In this unique retail format, e-commerce platforms collaborate with live streamers, who showcase products and engage with viewers in real time, creating an interactive shopping experience. This innovative approach has revolutionized the way consumers shop, as they can conveniently browse, ask questions, and make purchases without leaving their homes. 

With China’s live-streaming shopping market showing no signs of slowing down, it is expected to continue reshaping the retail landscape in the years to come.

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