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at 1 a.m. beijing time on tuesday, apple's fall conference titled "it's glowtime" officially began. 13 hours later, the huawei mate xt, known as "huawei's most leading, innovative and disruptive product", was officially unveiled.

consumer electronics giants "collide", this year's science and technology spring festival gala is full of highlights, and the smell of gunpowder is even stronger. along with the new technology products, behind the hot and tacit "collision", there is another way of "fighting and fighting".

a reporter from the daily economic news noticed that this year, in addition to comprehensive e-commerce platforms tmall and jd.com, instant retail king meituan and kuaishou, which launched the "hourly delivery" service, joined the battle on behalf of local life. second-hand e-commerce platforms zhuan zhuan, xianyu, and wanwu xinsheng (ai huishou) also officially announced the promotion efforts for their latest mobile phones.

in addition to the usual competition of pre-sale, timeliness and price, the gameplay, intensity and "movement lines" of corresponding businesses of each platform have also increased this year. in the "new product competition" battlefield with serious homogeneity, everyone is still striving to create differences and novelties.

however, pan helin, a well-known economist and member of the information and communications economics expert committee of the ministry of industry and information technology, said in an interview with reporters, "the current competition among major platforms around the iphone is still relatively homogeneous, and there is not much to watch. if there is any, it is that each company is competing for iphone users through interest-free installments, brand subsidies, and other means."

the hottest and busiest nodes undergo the most drastic upgrades

the number of stores continues to grow, the number of stores supporting the first batch of pre-sales has doubled, and when you purchase the annual blockbuster new mobile phone, you will receive a 16-month wallet savings and 12 interest-free installments. with the launch of apple's new product series, meituan flash purchase also officially announced the upgrade of its instant retail cooperation with apple authorized stores.

from "delivering food" to "delivering everything", food delivery phones are now commonplace. the "white paper on the instant retail consumer electronics industry" released in march this year shows that instant retail is becoming one of the important industries in the layout of consumer electronics categories. it is expected that by 2026, the scale of the instant retail consumer electronics industry will exceed 100 billion yuan, with an annual compound growth rate of 68.5%.

in addition, meituan flash purchase told the "daily economic news" reporter that "in the past year of cooperation with huawei terminals, the number of huawei authorized experience stores in meituan flash purchase has increased by more than 4 times, and the number of covered cities has increased by more than 5 times."

at the hottest and busiest time, meituan is not the only one taking advantage of the instant retail and local life markets.

on september 10, kuaishou e-commerce announced the launch of its 10-hour delivery service. reporters noted that the service currently supports the purchase of apple products. after logging into the kuaishou app, users can search for iphone 16 to enter the exclusive reservation page. in addition, starting from september 20, users who place orders for iphone 16 series products will be able to receive delivery within 10 hours in more than 300 cities including beijing, shanghai, and guangzhou, and can enjoy 12 interest-free installment payments during the new product period.

the reporter also learned from kuaishou that from 2024 to the present, the year-on-year sales growth rate of huawei mobile phones on kuaishou has exceeded 30%. during the "38" promotion period, huawei's 5000+ price range mobile phone sales ranked first on the entire platform, and the "618" and "818" promotions won the first place in android phone sales.

on the morning of september 10, ele.me also announced that it will work with nearly 4,000 apple authorized stores this year to support the simultaneous pre-sale and spot sales of the new iphone 16. on the first day of the new phone's spot launch, ele.me consumers can get the new phone in as little as half an hour. reporters learned that this is the first time that ele.me has supported the pre-sale of new products.

this is also in line with the trend of the entire e-commerce retail market. as the fastest growing sector, instant retail has always been "heavily bet on" by leading players. however, the growth of comprehensive e-commerce platforms, the largest part of online sales of 3c digital products, is still strong. in particular, it is still important for leading platforms such as jd.com and tmall to seize this important moment.

this year, jd.com has launched new benefits for apple's new products, that is, purchases of designated a+ member versions of iphone 16 and apple watch s10 on jd.com can enjoy price guarantee on "double 11".

at the product level, for the iphone 16 series, jd.com offers one-year applecare+ for 49 yuan for designated models, and a trade-in coupon worth up to 1,500 yuan. for apple watch, jd.com offers up to 24 installments with no interest and a trade-in subsidy of up to 600 yuan. for airpods, jd.com offers 6 installments with no interest and a trade-in subsidy of up to 300 yuan. this year, the tmall apple store official flagship store supports 24 installments with no interest for the entire iphone 16 series for the first time during the launch of new products.

the number of inquiries for recycling old mobile phones has doubled, and the second-hand e-commerce has set off a trend of "purchasing on behalf of others" and "grabbing on behalf of others".

with the launch of new products, consumers are also accelerating the replacement of old mobile phones for new ones.

a reporter from the daily economic news learned from zhuan zhuan, a second-hand e-commerce platform, that after apple's new product launch, the number of recycling inquiries for mobile phones of various brands on the zhuan zhuan platform increased to varying degrees, and consumers' willingness to recycle old phones increased. the number of recycling inquiries for apple-related models increased by 96% month-on-month, and iphone 15 pro max, iphone 15 pro, and iphone 14 pro became popular models for recycling.

it is worth mentioning that after the release of the iphone 16 series, the demand for mobile phone transactions in the second-hand market has increased instead of decreased, and mid-to-high-end models have attracted more attention. zhuanzhuan data shows that after the release of apple's new phone, the search volume for apple phones increased by 101% month-on-month. among them, iphone 14 pro, iphone 15 pro, iphone 14 pro max, and iphone 15 pro max became popular search models. the pro and pro max models have increased significantly compared to the basic models, and second-hand flagship models are more popular in the market.

aihuishou also launched a number of mobile phone recycling benefits on september 10, including apple old phone recycling coupons, weekly 0-yuan new phone draws, exclusive subsidies for mobile phone recycling, and super-value, carefully selected second-hand limited-time purchases. it also launched "888-yuan recycling surcharge coupons" and "666-yuan recycling surcharge coupons" from september 10 to september 19 and september 20 to september 27 respectively.

in addition, the reporter of "daily economic news" noticed that in order to satisfy the desire of some "enthusiasts" to touch the new mobile phone as soon as possible, the second-hand platforms have also set off a price-raising frenzy of "purchasing on behalf of others" and "grabbing on behalf of others".

at present, many merchants on the xianyu platform have offered services such as ordering for non-domestic version of iphone 16, and many sellers have launched a 1,000 yuan pre-order event for apple domestic version mobile phones, guaranteeing that "you will get the phone on the same day."

the new huawei mate xt series, which was just released this afternoon, has also attracted a lot of attention on second-hand e-commerce platforms. the reporter found on xianyu that many sellers have launched a proxy purchase service for this huawei phone, with the 1tb version priced at 39,999 yuan, while huawei's official price is 23,999 yuan. the seller said, "i will ship it after i get it, and if i can't get it, i will refund you."

hot new phones have a high reputation. industry insiders: platform homogeneity competition is serious and the focus is still on "grabbing users"

new product launches by two consumer electronics giants, apple and huawei, almost dominated the hot search rankings on september 10. the huge amount of discussion and traffic infusion not only made the brands extremely popular, but also the corresponding online sales platforms and new gameplay became the focus of wave after wave of discussions.

pan helin believes that the iphone's market share in china is still very high, and iphone sales are often predictable. the reason is that the iphone has its own group of high-end customers who are not price sensitive. they are accustomed to the apple ecosystem and have the financial strength to pay for new apple products.

"so for all major platforms, the new iphone is a big business. the iphone brings transaction volume and topic volume to the platform." he added, "the current competition surrounding the iphone is still relatively homogeneous, so there is not much to watch. if there is any, it is that each company is competing for iphone customers through interest-free installments, brand subsidies, etc."

on the huawei side, on september 10, at the huawei meet the extraordinary brand ceremony and hongmeng intelligent driving new product launch conference, yu chengdong, chairman of huawei terminal bg and chairman of intelligent automotive solutions bu, announced the launch of huawei's first tri-fold screen mobile phone mate xt extraordinary master.

as of press time, the number of people who have made reservations for the mate xt on huawei mall has exceeded 4 million. in the a-share market, huawei concept stocks also saw an explosion in the afternoon, with more than 10 stocks such as dafu technology, changshan beiming, netda software, and faben information hitting their daily limit.

the release schedules of new products by apple and huawei "collide", and the competition among various platforms is becoming more homogeneous. internet analyst yin sheng once said in an interview with a reporter from the "daily economic news" that 3c electronic products have strong standardization, the industry scale and economies of scale are very obvious, the user base is large and can radiate to young people who are lifestyle leaders, the industry has a certain degree of professionalism and mature supporting facilities, and it is easy to create new value through the two fulcrums of user scale and timeliness.

daily economic news