First of all, let's look at the prices of all styles of Apple watches through the price list. Even if the limited edition is excluded, the maximum difference between the sports edition and the standard edition is more than 3 times. Where are these price differences reflected? We can see how Apple watches are sold through several simple mathematical formulas!
Formula1:The price of 38mm standard sports wristband is 4 188 yuan minus the price of 38mm sports wristband is 2588 yuan, and the difference is 1600 yuan, which is the difference between 38mm stainless steel case and aviation aluminum and sapphire glass mirror. Let's just say that the price difference is reasonable. Let's keep looking.
Formula 2: The price of the 42mm standard sports wristband is 4588 yuan less than that of the 42mm sports wristband, and the difference is 1.600 yuan, which is the difference between the 42mm stainless steel case and the aviation aluminum sapphire glass mirror. The price of stainless steel and sapphire doesn't seem to increase because of the increase in volume.
Formula 3: The price of the 42mm standard version deep space black stainless steel chain strap is 8288 yuan minus the price of the 42mm standard sports strap is 4588 yuan, and the difference is 3700 yuan, which is the price of the stainless steel chain strap. Does it feel more-cheating? But the liar is still down there.
Formula 4: The price of 42mm customized version 18K gold sports strap is less than 88,800 yuan, and the price of 42mm standard version sports strap is less than 4,588 yuan. The difference is 842 12 yuan. This price difference is the price of this 42mm 18K gold case. The price of Chow Tai Fook's gold (24K) jewelry on that day is only one gram times the total weight of the 42mm gold version in 300 yuan, but it is only 60g, so the cost price of this 18K gold dial should not exceed 18000 yuan. Other premium apples are RMB 66,265,438+02 for design, R&D and profit. Isn't this money a little too easy to earn?
Formula 5: The price of the 38mm customized version 18K gold rose grey modern style button strap is 126800 minus 74,800 yuan for the 38mm customized version 18K gold sports strap, and the difference is 52,000 yuan. This price difference is the price of this modern style strap called rose gray. Everyone is only concerned about the price of a strap. Do you think Apple's behavior is a bit outrageous? The author wants to say, is this strap anti-cancer and anti-AIDS? . .
In fact, through the simple mathematical formula above, we can know why the price gap of Apple Watch is so big, which also explains why we think Apple Watch is so expensive. Is it normal for the price difference to be so large? The traditional watch industry also has huge price difference and ultra-high premium. How did they do it?
First of all, the message that the traditional watch industry sends to consumers is that the biggest difference in hardware cost of watches is the movement part. The so-called domestic movement, Japanese movement, German movement, Swiss movement and so on all have this huge difference in price. Even for Swiss movements, different manufacturers will claim that they have different technologies, such as manual assembly, manual polishing, automatic leap moon, moon astrology and so on. Most importantly, exercise is something that ordinary consumers can't see or touch. Even if you make it into a hollow design, you will find that the tiny and precise gears rotate frame by frame, which will make you feel that time flies and consumers will feel that the money is well spent. Of course, the author is not saying that the cost of traditional mechanical watches is far from that of smart watches, but what consumers can't see or understand is often the key part of the premium.
Secondly, the price of dial and strap in the traditional watch industry has never been the big part of the total price of watches. Perhaps a watch with a price of 654.38+0 million will reach 654.38+0 million, but the dial of the strap will never override the brand, movement and design. In contrast to Apple's practice, even if the price of the movement is 4,000 yuan, the price of a strap can reach 57,000 yuan, which is already an act of usurping the role of the host and putting the cart before the horse.
Thirdly, the traditional watch industry is quite mature, and it is difficult for other emerging brands to penetrate smoothly, especially in high-end brands. The Apple version obviously wants to use a kind of watch brand to grab the market. The author is not optimistic about this practice, and Apple has rationally turned the version into a limited edition. You are willing to buy me to reproduce. To put it bluntly, let me make money first, and then I will give you the behavior of the machine. It can also be seen that Apple lacks confidence in whether Apple Watch can seize a watch market.
Finally, the author also wants to say that any intelligent device should follow the same principle, that is, the main function and the secondary function cannot put the cart before the horse. As far as smart watches are concerned, time is always the main function. There is a huge gap between Apple Watch's 18 hour battery life and traditional watches, so users can't accurately time at any time and place, which also leads to the fact that Apple Watch is always an extension of iPhone functions and cannot become a real watch.
To sum up, as far as the author is concerned, if you are an avid fan of Apple, and after watching the press conference, you have strengthened the idea of buy buy to buy it, then you buy the sports version just for fun. There is too much choice between the high-priced standard version and the high-priced customized version. Buying a first-class watch may bring far more satisfaction than Apple Watch.