Apple's brilliant design and marketing

Apple's brilliant design and marketing

There is nothing wrong with Apple using hard power to gain its position. But as smartphones become more functional and brands become less differentiated, what does Apple need to maintain its premium position?

Under the premise that it is difficult to have a breakthrough in technology, its marketing means become the main driver.

And Apple and domestic manufacturers compared, its marketing routine is also very different.

Early Apple products, the most important thing is to grasp the "human nature" two words. Apple's products take into account people's personality traits, such as the pursuit of fashion, love to show off, and people's belief that scarce things are valuable.

For example, Apple purchased Beats, a popular music brand, and created the Apple Watch, which combines fashion trends with sports and health. With various operations, Apple has broken through the consumer electronics and fashion circles.

And, of course, the iPhone. Although the appearance design seems ordinary, from the global perspective, the more simple the product, the less likely to step on thunder, the more likely to catch the people with different values and aesthetics, in short: to find the common ground of human aesthetics.

This is the art of balance that big brands have to have. Apple has perfected the art of balance. When a brand's audience is wider, its design should be popular, flat and simple.

After Jobs made his products recognized globally, Cook, on this basis, gave full play to the autonomy of Apple's products and exported his own values to the public to call on and lead consumers.

Products are divided into three realms: autonomy, followability and drift. For most successful brands, autonomy is a necessary condition, while chasing and drifting brands will disappear in the flood of history. Autonomy represents the brand's stand, viewpoint, attitude towards the industry, and attitude towards customer service.

Apple, in particular, has been very clear about this.

Due to the late rise of domestic brands, most of them adopt a follow-through strategy, that is, taking Apple as the target and learning from high-end products.

But over time, people get the impression that they are the "leaders" and we are the "followers." After a while, Huawei emerged as the second leader and suffered from suppression, but despite this, domestic brands are still making efforts to push ahead and overtake in terms of material pushing and cost performance. The art of balance is also gradually deepening, from adapting to the characteristics of Chinese people to adapt to the characteristics of global people.

It's easy to go from 0 to 60, but it's not easy to go from 90 to 100.

At present, domestic brands are breaking the shackles of 90 to 100. However, under the circumstance of global economic downturn, the continuous discount activities of major online platforms make more consumers choose the discounted Apple.

After all, who wouldn't want a premium product that's already discounted?