iPhone 17这场仗，苹果要在抖音打

Core Viewpoint - Apple has opened an official flagship store on Douyin, marking a significant shift in its online sales strategy in China, aiming to boost iPhone sales ahead of the iPhone 17 launch [1][4][11]. Group 1: Apple's Strategy in China - Apple has historically been cautious about online channels, previously only partnering with Tmall for its official store [3][6]. - The entry into Douyin represents Apple's second official online store in China after Tmall, indicating a shift in strategy to engage with a broader audience [4][5]. - The collaboration with Douyin is part of a broader strategy to revitalize Apple's presence in the Chinese market, which has faced significant sales pressure [7][11]. Group 2: Market Performance and Challenges - According to Canalys, Apple's iPhone shipments in mainland China are projected to decline by 17% in 2024, with a total of 42.9 million units [8]. - Apple's revenue from Greater China has been declining, with a notable drop of 12.91% in Q4 2023, although there was a 4.35% year-on-year increase in Q2 2024 [14][16]. - The decline in iPhone sales is attributed to increased competition and changing consumer preferences, necessitating price adjustments and strategic partnerships [19][20]. Group 3: Douyin's E-commerce Goals - Douyin aims to increase its GMV from 3.5 trillion yuan in 2024 to 4.2 trillion yuan in 2025, and the partnership with Apple is seen as a way to enhance its brand offerings [12]. - The introduction of Apple's products on Douyin is expected to elevate the platform's brand image and attract more high-end brands [25][32]. - Douyin's e-commerce strategy has faced challenges with a high proportion of white-label products, which Apple’s presence could help mitigate [29][30]. Group 4: Mutual Benefits of the Partnership - The collaboration allows Apple to leverage Douyin's vast user base to drive sales, while Douyin benefits from associating with a premium brand like Apple [13][23]. - Apple's flagship store on Douyin has quickly gained over 2 million followers, indicating strong consumer interest [22]. - The partnership is seen as a strategic move for both companies to enhance their market positions in a competitive landscape [39].