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2016年第三季度,苹果公司在中国的业务开始下滑。国产品牌的崛起是苹果在中国市场遭受挫折的主要原因。国产厂商以持续高效率的R&D投入,实现了技术赶超。国产厂商积极调整策略,追求更高的产品溢价。以华为公司为代表的一批中国企业正在推进专利保护进程,在专利诉讼领域掌握了话语权。苹果可以借鉴小米的营销模式,在电商平台经营直营店,扩大自己的营销渠道,还应当加强与中国高校的合作,选拔优秀人才为苹果公司所用,同时培养中国青年一代对苹果产品的忠诚度。
In the third quarter of 2016, Apple’s business in China started to decline. The rise of domestic brands is Apple’s main reason for the setback in the Chinese market. Domestic manufacturers to continue the high efficiency of R & D investment, to achieve technological catch-up. Domestic manufacturers to actively adjust the strategy, the pursuit of higher product premium. A group of Chinese enterprises, represented by Huawei, are advancing the patent protection process and have the right to speak in the field of patent litigation. Apple can learn from Xiaomi’s marketing model, run direct sales stores on e-commerce platforms and expand its marketing channels. It should also strengthen cooperation with Chinese universities, select outstanding talents for use by Apple Inc., and at the same time cultivate the loyalty of Chinese young generation to Apple products degree.