I believe that all the friends have been browsed by Red Apple for a whole day, so there is no need to say that Apple launched the world's first red iPhone 7 and 7+ yesterday.
First of all, this model is not cheap, as only 128G and 256G can be reserved.
Always, Apple's unconventional marketing actions have triggered follow-up from the entire industry, and the same was true for Applepay last time.
For example, major industries will instantly focus on hot topics and sell their products, services, brands, etc.
When it comes to focusing on hot spots, Durex is the first to be the first to be the first to be promoted, and he is pushing his own red packaging.
Of course, there are many domestic mobile phone manufacturers who have come out to mock it. We have made red mobile phones a long time ago, okay?
So, in fact, is this really just a means to please Chinese consumers?
Well, listen to me start to be serious.
Starting from the launch of the series of red products on Apple's official website in December last year, many rumors say that in order to celebrate Christmas, Apple added celebration elements to the festival. Later, Christmas passed, and the rumors became that Apple used the red that Chinese people prefer to bless the world with a happy New Year.
The truth is that this is specially prepared by Apple for World AIDS Day on December 1, and the red ribbon is taken from the international symbol of HIV and AIDS.
Speaking of this (RED), it has a great reputation. Since 2006, it has cooperated with well-known global brands to design and develop products marked (RED) and with red as the main color. This version of the products will be labeled with a logo like "(RED). At the same time, part of the profits from the sales of this series of products are directly transferred to a Global Fund aimed at helping Africa fight AIDS.
However, this brand does not belong to any enterprise or group and only authorizes other brands to produce and sell products printed with (RED) logo. This means that most of the profits obtained from selling goods are still the company's own; if the design is very popular, it may also earn higher income from it - this is the driving force behind the cooperation between brands and (RED).
In other words, if you buy such a product, it will help a person in Africa who is suffering from AIDS through the efforts of the past decade. (RED)? With the support of partners and the public, it has raised 360 million US dollars, and 100% of the funds raised are used directly to treat AIDS patients.
(PRODUCT)RED? plan covers almost all aspects of daily life consumption. As a consumer, you can also support public welfare projects through your various daily consumption behaviors.
While buying your favorite products, the company will donate part of its revenue to those in need, killing the numbers at one stroke.
Around December 1st each year, major brands recommend products to "(RED) design", and a portion of sales (US$10 or 40% to 50% of sales profit) will be transferred to the professional charity Global Fund through (RED) to improve the AIDS situation in Africa.
(RED) has always emphasized to the public that it is neither a charity nor a commercial institution. A better term should be a "business model" or "brand value-added services": transforming the products of large companies to have various values such as quality, design and social responsibility, which is much cooler than simply donating money or taking the opportunity to do promotions.
This model is very novel, so novel that the two founders were not confident at the beginning, so they spent 3 years successfully lobbying and persuaded four major brands including GAP and Converse mentioned above to join the (PRODUCT)RED? program cooperation. In 2006, the first batch of test-water commodities were launched and raised $100 million in just 2 months.
Judging from the donation effect, the (RED) model has been successful. Before the emergence of (RED), the global business community donated only $5 million to the Global Fund in four years. According to data released on its website (RED) , their total fundraising in the 10 years from 2006 to 2016 has reached US$325 million and has helped 60 million African AIDS patients.
Among them, Apple is still the well-known donor.
In recent years, Apple has made a series of promotional activities such as the release of limited edition games (RED) in the App Store, exclusive release of singer albums on iTunes, and apply pay consumption sharing. The total donation has reached nearly US$100 million.
In fact, whether it is the number of new infections or deaths, the global expansion trend of AIDS has slowed down significantly in recent years, and there have even been cases of "functional cure" AIDS.
But Bono and Bobby Shriver's goal is to basically eliminate AIDS by 2030.
Although Apple has been working hard to prevent AIDS, it has put forward new goals - to end the history of children's AIDS and achieve the global "AIDS-free Generation" before the end of 2020. A donation plan is proposed for this: Starting today, Apple will donate $1 to RED organizations for each purchase of Apple Pay through its company website or Apple store, with a total of up to $1 million. Bank of America also agreed to my donation to Apple Pay, which uses its trading services, up to $1 million.
After seeing this, dear friends, would you buy this public welfare red iPhone 7?
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