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金淀
2022-11-14
[微笑]
@沙龙君:首款Web3手機廣告榮登央視 重新定義科技以人爲本
金淀
2022-09-27
[微笑]
Jobs' old book ate for 11 years: fat Cook, thin scalper
Go to Tiger App to see more news
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","listText":"[微笑] ","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9969857665","repostId":"664770288","repostType":1,"repost":{"id":664770288,"gmtCreate":1668408186949,"gmtModify":1676538051954,"author":{"id":"3534727654658721","authorId":"3534727654658721","name":"沙龙君","avatar":"https://static.tigerbbs.com/d2d38cc8d7c3009b3d750b9d57e68214","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3534727654658721","idStr":"3534727654658721"},"themes":[],"title":"首款Web3手機廣告榮登央視 重新定義科技以人爲本","htmlText":"進入2022年，手機行業面臨着增長下行等諸多考驗。相較於過往全渠道、全媒體的地毯式廣告轟炸，如今社會化精準營銷與創新玩法更加青睞。不過，作爲全球首款Web3手機METAVERTU卻逆勢登陸央視，憑藉超前的視覺影像以及對“科技以人爲本”的經典致敬，引發了廣泛關注。近日，VERTU手機持續亮相CCTV-1《新聞聯播》、CCTV-13《新聞30分》開播前的黃金廣告時段。此舉或向外釋放明確的信號，作爲定位奢侈品品牌手機，VERTU手機意在藉助央視天然的圈層資源，持續聚焦高質感高價值人羣，推動品牌的精準圈層拓展，向外界詮釋“人文科技”的魅力所在。新品廣告登陸央視，VERTU聚焦高圈層價值渠道在新品廣告視頻中，VERTU手機與隕石、天空爲核心元素出現，呈現在用戶眼前的，是一種不言而喻的科技感與質感。在視頻最後，還打出了“科技以人爲本”的口號，顯然是在致敬母公司諾基亞的經典廣告語。這種非功能宣教式的表達，更能夠凸顯VERTU手機融合科技與藝術的人文科技魅力。當下，雙十一購物熱潮涌動，各大手機品牌無不將營銷主陣地聚焦在社交媒體平臺。VERTU手機卻爲何逆勢登陸央視？事實上，當下國內手機品牌的產品定位同質化嚴重，用戶羣體持續下沉。在高端產品上，目標人羣能夠選擇的可代替性產品屈指可數。正是基於這樣的洞察，VERTU手機高調亮相央視黃金時段，也是看中了央視天然高質感高值人羣的資源，推動品牌的精準圈層拓展。在觸達之後，能否做到與精準圈層人羣的共情共感，這是洞察目標羣體消費需求的重要前提。在新品推出之際，VERTU手機沒有落腳於功能的展現和品牌代言人的背書，而是喊出母公司諾基亞最爲經典的廣告語——“科技以人爲本”，通過“重溫經典”的方式，快速喚起目標人羣的情感共鳴。廣告片的精神內核與高價值人羣圈層的價值追求擁有高度的契合。從此次廣告宣傳片中不難看出，VERTU手機其實傳達出兩點信息：一是告知新品上市","listText":"進入2022年，手機行業面臨着增長下行等諸多考驗。相較於過往全渠道、全媒體的地毯式廣告轟炸，如今社會化精準營銷與創新玩法更加青睞。不過，作爲全球首款Web3手機METAVERTU卻逆勢登陸央視，憑藉超前的視覺影像以及對“科技以人爲本”的經典致敬，引發了廣泛關注。近日，VERTU手機持續亮相CCTV-1《新聞聯播》、CCTV-13《新聞30分》開播前的黃金廣告時段。此舉或向外釋放明確的信號，作爲定位奢侈品品牌手機，VERTU手機意在藉助央視天然的圈層資源，持續聚焦高質感高價值人羣，推動品牌的精準圈層拓展，向外界詮釋“人文科技”的魅力所在。新品廣告登陸央視，VERTU聚焦高圈層價值渠道在新品廣告視頻中，VERTU手機與隕石、天空爲核心元素出現，呈現在用戶眼前的，是一種不言而喻的科技感與質感。在視頻最後，還打出了“科技以人爲本”的口號，顯然是在致敬母公司諾基亞的經典廣告語。這種非功能宣教式的表達，更能夠凸顯VERTU手機融合科技與藝術的人文科技魅力。當下，雙十一購物熱潮涌動，各大手機品牌無不將營銷主陣地聚焦在社交媒體平臺。VERTU手機卻爲何逆勢登陸央視？事實上，當下國內手機品牌的產品定位同質化嚴重，用戶羣體持續下沉。在高端產品上，目標人羣能夠選擇的可代替性產品屈指可數。正是基於這樣的洞察，VERTU手機高調亮相央視黃金時段，也是看中了央視天然高質感高值人羣的資源，推動品牌的精準圈層拓展。在觸達之後，能否做到與精準圈層人羣的共情共感，這是洞察目標羣體消費需求的重要前提。在新品推出之際，VERTU手機沒有落腳於功能的展現和品牌代言人的背書，而是喊出母公司諾基亞最爲經典的廣告語——“科技以人爲本”，通過“重溫經典”的方式，快速喚起目標人羣的情感共鳴。廣告片的精神內核與高價值人羣圈層的價值追求擁有高度的契合。從此次廣告宣傳片中不難看出，VERTU手機其實傳達出兩點信息：一是告知新品上市","text":"進入2022年，手機行業面臨着增長下行等諸多考驗。相較於過往全渠道、全媒體的地毯式廣告轟炸，如今社會化精準營銷與創新玩法更加青睞。不過，作爲全球首款Web3手機METAVERTU卻逆勢登陸央視，憑藉超前的視覺影像以及對“科技以人爲本”的經典致敬，引發了廣泛關注。近日，VERTU手機持續亮相CCTV-1《新聞聯播》、CCTV-13《新聞30分》開播前的黃金廣告時段。此舉或向外釋放明確的信號，作爲定位奢侈品品牌手機，VERTU手機意在藉助央視天然的圈層資源，持續聚焦高質感高價值人羣，推動品牌的精準圈層拓展，向外界詮釋“人文科技”的魅力所在。新品廣告登陸央視，VERTU聚焦高圈層價值渠道在新品廣告視頻中，VERTU手機與隕石、天空爲核心元素出現，呈現在用戶眼前的，是一種不言而喻的科技感與質感。在視頻最後，還打出了“科技以人爲本”的口號，顯然是在致敬母公司諾基亞的經典廣告語。這種非功能宣教式的表達，更能夠凸顯VERTU手機融合科技與藝術的人文科技魅力。當下，雙十一購物熱潮涌動，各大手機品牌無不將營銷主陣地聚焦在社交媒體平臺。VERTU手機卻爲何逆勢登陸央視？事實上，當下國內手機品牌的產品定位同質化嚴重，用戶羣體持續下沉。在高端產品上，目標人羣能夠選擇的可代替性產品屈指可數。正是基於這樣的洞察，VERTU手機高調亮相央視黃金時段，也是看中了央視天然高質感高值人羣的資源，推動品牌的精準圈層拓展。在觸達之後，能否做到與精準圈層人羣的共情共感，這是洞察目標羣體消費需求的重要前提。在新品推出之際，VERTU手機沒有落腳於功能的展現和品牌代言人的背書，而是喊出母公司諾基亞最爲經典的廣告語——“科技以人爲本”，通過“重溫經典”的方式，快速喚起目標人羣的情感共鳴。廣告片的精神內核與高價值人羣圈層的價值追求擁有高度的契合。從此次廣告宣傳片中不難看出，VERTU手機其實傳達出兩點信息：一是告知新品上市","images":[{"img":"https://static.tigerbbs.com/65329b94594100d65181b35cdda43843","width":"632","height":"365"},{"img":"https://static.tigerbbs.com/f34f41f9a05aee799d41d044f6144337","width":"632","height":"356"},{"img":"https://static.tigerbbs.com/42ff7fbe3ebf58524acbb8ca6cd99c46","width":"632","height":"356"}],"top":1,"highlighted":1,"essential":1,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/664770288","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":4,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":3080,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9911751013,"gmtCreate":1664267862633,"gmtModify":1676537422245,"author":{"id":"4111278462862792","authorId":"4111278462862792","name":"金淀","avatar":"https://community-static.tradeup.com/news/6cb206ae11f9ce4e0ffc3964094b1a7d","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"4111278462862792","idStr":"4111278462862792"},"themes":[],"htmlText":"[微笑] ","listText":"[微笑] ","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9911751013","repostId":"1140617695","repostType":4,"repost":{"id":"1140617695","kind":"news","pubTimestamp":1664176713,"share":"https://ttm.financial/m/news/1140617695?lang=en_US&edition=fundamental","pubTime":"2022-09-26 15:18","market":"us","language":"zh","title":"Jobs' old book ate for 11 years: fat Cook, thin scalper","url":"https://stock-news.laohu8.com/highlight/detail?id=1140617695","media":"雪豹财经社","summary":"今年的市场注定赚少赔多，有黄牛已亏了四五十万元。","content":"<p><html><head></head><body>Text/Yan Xuegong</p><p>A scalper has made six figures this year, a third of what he had earned in previous years, but he is already the best among the scalpers. This year's market is destined to make less and lose more, and some scalpers have lost four to five hundred thousand yuan. The scalpers who once made a lot of money on Apple stumbled after the launch of iPhone 14.</p><p>Apple, under the helm of Jobs, once built a golden age of overnight wealth for scalpers. The turning point happened when the iPhone 8 was launched, and some dealers found Apple's new opportunity cold for the first time. The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>Apple sits firmly on the throne of the world's highest technology company by market value, but Cook, who has achieved great commercial success in charge of this super aircraft carrier, seems to have not dispelled the doubts of the outside world. In the eyes of some fruit fans, Apple is losing its soul of innovation and gradually becoming a mediocre wealth-making company.</p><p>Jobs' old capital has eaten for 11 years, and Apple once again ushered in the embarrassing moment of word-of-mouth overturning.</p><p>The iPhone 14, which was criticized for \"no innovation and loss of soul\", was left out by consumers and spat out by Big V. It also made the \"scalpers\" who made a lot of money in the Steve Jobs era step into the pit, and some people lost hundreds of thousands of yuan a day. The once golden apple has become a bitter fruit that is difficult to swallow in the eyes of many scalpers.</p><p>In the past 11 years, with its dazzling brand aura and huge commercial potential energy, Apple has firmly sat on the throne of the world's highest technology company by market value, with its revenue increasing by nearly 2.5 times and its market value by more than 6 times. But Cook, who is in charge of this super aircraft carrier and has achieved great commercial success, still seems to have not dispelled the outside world's doubts.</p><p>The topic of \"Cook taking down Apple's innovation label\" has set off a wave of discussion after almost every new product release. Jobs' daughter spat on iPhone 14 as nothing new. Economist Ren Zeping bluntly said that \"iPhone 14 may be a sign of Apple's prosperity and decline\".</p><p>The rollover of iPhone 14 woke up the scalpers who were still immersed in the old feast carnival. The frenzy of the Jobs era is still alive, but the chill has arrived. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p><b>A bet that must be lost</b></p><p>\"I made perfect preparations, but I didn't expect to lose 40,000 to 50,000 yuan.\" Ye Jingyue, who has been a scalper for three years, sighed and summarized her battle situation since the iPhone 14 was released for three days.</p><p>In order to fight the annual battle of new Apple products, the experienced Ye Jingyue has drawn up a detailed plan.</p><p>At 7 o'clock on the morning of September 16th, he and his team squatted in three Apple stores in Chaoyang Joy City, Sanlitun and Heshenghui, Beijing respectively. \"There are only three people in our team, including 15 temporarily hired foreign aid queues.\"</p><p>They hire people to queue up for 100 yuan each. These people may be students and housewives, and they will be paid whether they grab it or not. Ye Jingyue's team of three people squatted on the side. If the hired people grabbed the mobile phones, they would show up to pay, and then take the new phones to sell them to the users in line at an increase.</p><p>Ye Jingyue, who has done enough homework, has a clear goal. The night before Apple's release date, he gave the foreign aid a task: \"This year, we only grab iPhone 14 Pro and Pro Max, and purple is the top priority style.\"</p><p>On the first day, he grabbed two 14 Pros at the original price, sold them at an increase of 1,000 yuan, and earned 2,000 yuan. But then after acquiring more than 20 units from users at a premium of 1,500 yuan, he began to lose money. \"When I first got the mobile phone, I felt very happy. I thought of reselling one with a price increase of about 3,000 yuan, and each one still had a profit of 1,500 yuan.\" He told Snow Leopard Finance and Economics, \"But after I got the mobile phone, I found that it couldn't be sold at all.\"</p><p>The diving of Apple's new machine premium is faster than Ye Jingyue imagined. By noon that day, he had noticed something was wrong, and only shouted at the \"original price\" of the premium of 1,500 yuan, but no one cared about it. On the first day, most of Ye Jingyue's mobile phones were sold at a price increase of about 600 yuan, losing 20,000 yuan. In the next two days, as the premium of Apple's new machine dived in the scalper market, the loss gradually expanded.</p><p>Ye Jingyue is far more than the only scalper who has stumbled on Apple's new products.</p><p>\"The scalpers lost their bet, and there is no winner this year.\" Lu Fan, who has been a mobile phone dealer since the iPhone 4 era, told Snow Leopard Finance and Economics, \"The price was too high before the sale this year. After I got the machine before the sale, my peers all set the premium of the purple model of 14 Pro Max at about 3,000 yuan, and the ultra-high profit aroused the gambling nature of the scalpers.\"</p><p>Most of the first batch of 14 Pros that Lu Fan got were \"robbed\" by scalpers with a price increase of more than 1,500 yuan. \"No way, they gave too much\".</p><p><img src=\"https://static.tigerbbs.com/c574cba0d5ceaa884d5e2767fe3b96b7\" tg-width=\"550\" tg-height=\"227\" referrerpolicy=\"no-referrer\"/><img src=\"https://static.tigerbbs.com/8a3bed490702142b38c2567108d3af6f\" tg-width=\"550\" tg-height=\"255\" referrerpolicy=\"no-referrer\"/>Price comparison between the first day and 3 days after the sale Source: provided by Lu Fan</p><p>Lu Fan has dealt with scalpers for many years, and he divides the scalper party into three levels: high, middle and low.</p><p>At the lowest level are the newbies who follow the trend, and these people have lost the worst this year. The intermediate has their own team and can snap up mobile phones at the original price. Senior scalpers can be one step ahead and have ordered goods from dealers before they are released. According to this year's market, only senior scalpers have the opportunity to make a small profit.</p><p>Li Nan, who ordered a batch of new machines directly from dealers, is one of the lucky ones who made a small profit. But in his view, \"For products like Apple, a small profit is a loss.\"</p><p>Li Nan told Snow Leopard Finance and Economics that before every order, he would receive pre-orders from customer groups and personal friends to determine the purchase quantity. However, the number of customers booking this year has decreased significantly, \"at least more than half less\".</p><p>Loyal customers who have raised prices to buy new Apple machines have calmed down a lot this year. Most of their reasons for no longer enthusiastic point to criticism of the iPhone 14's lack of innovation. A customer told Li Nan, \"I don't think it is worth showing off to be the first to get a mobile phone very similar to the iPhone 13 in my hand.\"</p><p>If the fruit powder is calm, the scalper's wallet will inevitably shrink.</p><p>Li Nan earned six figures this year, only 1/3 of what she earned in previous years, but she is already a leader among scalpers. He told Snow Leopard Finance and Economics that this year's market is destined to make less and lose more, and some peers have already lost 400,000 to 500,000 yuan.</p><p><b>Retail Investors Backstab Scalpers</b></p><p>\"Thank you, Huang Niu Jun.\" Liu Wei posted such a circle of friends on the night of the first day that Apple's new machine went on sale.</p><p>On the same day, after he bought two iPhone 14 Pro, he was stopped by the scalper at the door. Each one increased the price by 1,800 yuan and sold the mobile phone to the other party, earning a difference of 3,600 yuan.</p><p>Liu Wei, who smelled the business opportunity, called several classmates that night to snap up the iPhone 14 Pro together. In his opinion, it was a sure-fire business. It is best to sell it to scalpers, and you can get an unconditional refund for 14 days if you can't sell it. He said with a smile, \"There will always be scalpers taking over.\"</p><p>Individual retail investors like Liu Wei, who harvest scalpers in reverse, are called \"scalper hunters\" on the Internet. Among the foreign aid of the scalper team, some people also figured out the door and began to \"back stab\" the scalper.</p><p>Among the foreign aid hired by Ye Jingyue to queue up, two people snapped up the new machine and \"reversed water\" on the spot. They refused to pay for Ye Jingyue's team. Instead, they bought their own mobile phones and sold them to another wave of scalpers at a high price when they went out. In Ye Jingyue's view, \"I'm simply working for them.\"</p><p>The more advanced cattle hunters in Lu Fan's eyes were apple dealers.</p><p>In order to heat up the market, big dealers released the news after getting the mobile phone, jointly raised the price of new products to a very high level, and targeted the purple iPhone 14 Pro Max as this year's \"premium king\". The first batch of premium mobile phones did not flow to ordinary users, but most of them were sold to scalpers at high prices.</p><p>In the past, the Apple scalper market was like a funnel. The most upstream dealers own a portion of stable profits and certain premium rights. The scalpers in the middle reaches earn the difference by buying and selling, while the downstream ones are users who are eager to get the new machine first. They are the ones who finally pay for the high premium.</p><p>However, the reputation of iPhone 14 has turned this hidden trading market under the water into a game of losing more and winning less. The profits of dealers are still relatively stable, but the enthusiasm of fruit powder suddenly cools down, and the pressure is transmitted to the scalpers.</p><p>Scalpers, who are still immersed in the dream of \"one-machine huge profit\" apple feast and don't want to wake up, suddenly become the object of reverse harvest by hunters.</p><p><b>Farewell to the Golden Age</b></p><p>The scalpers who dare to spend money and gamble on huge profits have witnessed the huge wealth dream created by Apple's mobile phone.</p><p>Twelve years ago, Jobs, wearing a black sweater and jeans, appeared with iPhone 4, which became a milestone in the history of smart phones and opened the golden age of scalpers.</p><p>\"iPhone 4 is an epoch-making product, and the market is extremely enthusiastic. A 5,000 yuan mobile phone, no matter what channel you get it, will be sold for 15,000 yuan.\" Lu Fan, who graduated from 985 University, smelled the business opportunity and started the business of reselling Apple mobile phones. At that time, in order to snap up Apple mobile phones, scalpers took tents and squatted 48 hours in advance in Sanlitun and Joy City, Beijing.</p><p>As Apple's generation of magic machines, the first batch of iPhone 4 sold 1.7 million units in three days, and the supply exceeded the demand. At that time, the first sale time in the domestic market was about four months late. Taking advantage of this time difference, scalpers made a lot of money.</p><p>Lu Fan told Snow Leopard Finance and Economics that he found that Apple stores in Hong Kong were limited to 5 units per person, so he organized a group of people to fly to Hong Kong to queue up, and the largest one earned hundreds of thousands of yuan. \"At that time, a slightly diligent scalper team earned a million in three months.\" Even when the iPhone 4S was launched a year later, it still needed to increase the price by 1,000 yuan to find a scalper to buy the iPhone 4.</p><p>The turning point occurred when the iPhone 8 was launched, which was the first time Fan Lu found Apple's new opportunity cold.</p><p>Lu Fan, who was already an Apple distributor at that time, recalled that iPhone 8 didn't sell very well, the phenomenon of queuing in Apple stores and Zhongguancun was greatly reduced, and many scalpers who hoarded goods at high prices lost money.</p><p>It was also at this time that criticism of Apple's lack of innovation was rampant. From iPhone 5 to iPhone 8, several generations of Apple's products are too similar in shape, like \"four generations under one roof\", and their functions have not been substantially innovated.</p><p>The high-hoped iPhone X gave scalpers a slap in the face with a colder market response. Users don't buy this \"never-before-existing smartphone\". The two most proud innovations of iPhone X-full screen and face recognition-are considered to be not the first.</p><p>The scalpers lose money, and Apple loses even worse. After the poor sales of iPhone X, Apple repeatedly cut production, and its share price once plunged by more than 7%, and its market value of over $60 billion evaporated.</p><p>When iPhone X is cold, Apple's innovation ability is pulled down from the altar, and the space for scalpers to make the difference is gradually shrinking. A new machine usually increases the price by several hundred yuan, which is far from the difficult-to-find machine before iPhone 6S, and the price doubles at every turn.</p><p>The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>At that time, it was a global shortage of cores, and Apple suffered a supply chain crisis. The relationship between supply and demand in a special period has made scalpers find an opportunity. Ye Jingyue concluded afterwards, \"It's not that iPhone 13 is popular, but that Apple didn't have so much stock at the first time, and that time became a good opportunity to make money.\"</p><p>But the iPhone 14 doesn't have such luck. On the one hand, the new machine is almost indistinguishable from the previous generation product. \"Dynamic Island is not flexible\", a number of bugs are exposed, and new functions are repeatedly overturned. On the other hand, Cook learned his lesson and paid more attention to the supply chain management of iPhone 14, and the supply of new machines was very sufficient. Some netizens said that the new Pro version will arrive in about half a month.</p><p>This means that the soil for scalpers to make money is getting poorer and poorer.</p><p><b>The inflection point of prosperity and decline?</b></p><p>After staying up late to watch this year's new product launch conference, Apple enthusiast Hu Yiwen made up his mind to stop looking for scalpers to add money to snap up new machines this year.</p><p>She has bought all iPhone models except the iPhone 14, and on more than one occasion, she has increased the price for a new launch. In her view, showing off the latest iPhone first is not to show off wealth, but to reflect a pursuit of top new technology consumer products. \"This is very geeky\". But the iPhone 14 made her feel, \"It's not geeky at all to grab this overly similar model\".</p><p>This is certainly not a good thing for Cook, who is recognized as more than established and less aggressive.</p><p>Since 1997, when \"extraordinary\" was designated as the slogan, innovation has been regarded as the soul of Apple. During the Steve Jobs era, Apple launched more than one groundbreaking product, and thus secured the top spot in technology companies.</p><p>However, since Cook became CEO in 2011, Apple has rarely made eye-catching innovations, and even gradually reduced from the role of leader to a follower. The iPhone 6, which has achieved sales success, is Apple's first big-screen mobile phone, and is thought to have followed in the footsteps of Samsung and other brands. Dynamic Island and other functions of iPhone 14 have also been questioned to copy Android manufacturers.</p><p>Economist Ren Zeping bluntly said on social platforms that \"Apple is eating from Jobs\", and even thought that 2022 was the turning point of Apple's prosperity and decline.</p><p>There's no denying that Apple under Cook has been a huge success in terms of sales volume and the company's market capitalization. Part of the reason is that Apple's mobile phone, which used to be highly priced, began to \"bow its head\" in pricing.</p><p>Hu Yiwen noticed that since iPhone 11, Apple phones have become \"cheaper\".</p><p>On the one hand, the starting price of the iPhone 11 dropped to 5,499 yuan from 6,499 yuan for the previous generation iPhone XR. On the other hand, the price of flagship machines in Android camp continues to rise. OPPO Find X2 Pro version starts from 5,999 yuan, and Xiaomi 10 Extreme Edition also starts from 5,299 yuan, which is the same or even higher than iPhone. Since then, Apple has continued the strategy of not raising the price of new machines.</p><p>Today, Jobs left behind the old capital is still enough for Apple to eat for a while. According to Counterpoint Research, in Q2 2022, Apple still occupied more than half of the high-end smartphone market, setting a record for iPhone since 2007 with a market share of 57%, and pocketing more than 60% of the profits of global mobile phones.</p><p>Fruit powder like Hu Yiwen will not abandon apples easily. Although the innovation is insufficient, the annual hardware (mainly chips) steady update and software system stability still have a huge appeal to them.</p><p>In other words, the huge potential energy created in the Jobs era is enough to keep the Apple empire, which is slightly mediocre in innovation, gliding forward by inertia. However, as the apple's aura fades, the chilling cicadas who know autumn have faintly smelled the chill and perceived the consequences of lack of innovation.</p><p>For Lu Fan, a mobile phone dealer who relies on Apple to eat, Apple is still the bulk of his revenue. \"The failure of scalpers will not affect all this, and the sun will rise as usual\".</p><p>The scalpers who make money by scarcity and time difference have no time to be sad about this. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p>Ye Jingyue has made every effort to fight Huawei Mate 50. He told Snow Leopard Finance and Economics that the premium level of Huawei's new machine has been relatively stable. At present, the lowest price has to be increased by 1,000 yuan, and the rarest Porsche model has been fired to more than 25,000 yuan, nearly double the original price (12,999 yuan).</p><p>For Apple, which is still standing at the top of the pyramid, the world's top software and hardware integration, the iPhone 14 can't be a swan song. However, the final chapter of the scalpers' dream of getting rich may play a prelude to the end of Apple's lying and winning.</p><p>(The characters in this article are all pseudonyms)</p><p></body></html></p>","source":"lsy1634697401643","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Jobs' old book ate for 11 years: fat Cook, thin scalper</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nJobs' old book ate for 11 years: fat Cook, thin scalper\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">雪豹财经社</strong><span class=\"h-time small\">2022-09-26 15:18</span>\n</p>\n</h4>\n</header>\n<article>\n<p><html><head></head><body>Text/Yan Xuegong</p><p>A scalper has made six figures this year, a third of what he had earned in previous years, but he is already the best among the scalpers. This year's market is destined to make less and lose more, and some scalpers have lost four to five hundred thousand yuan. The scalpers who once made a lot of money on Apple stumbled after the launch of iPhone 14.</p><p>Apple, under the helm of Jobs, once built a golden age of overnight wealth for scalpers. The turning point happened when the iPhone 8 was launched, and some dealers found Apple's new opportunity cold for the first time. The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>Apple sits firmly on the throne of the world's highest technology company by market value, but Cook, who has achieved great commercial success in charge of this super aircraft carrier, seems to have not dispelled the doubts of the outside world. In the eyes of some fruit fans, Apple is losing its soul of innovation and gradually becoming a mediocre wealth-making company.</p><p>Jobs' old capital has eaten for 11 years, and Apple once again ushered in the embarrassing moment of word-of-mouth overturning.</p><p>The iPhone 14, which was criticized for \"no innovation and loss of soul\", was left out by consumers and spat out by Big V. It also made the \"scalpers\" who made a lot of money in the Steve Jobs era step into the pit, and some people lost hundreds of thousands of yuan a day. The once golden apple has become a bitter fruit that is difficult to swallow in the eyes of many scalpers.</p><p>In the past 11 years, with its dazzling brand aura and huge commercial potential energy, Apple has firmly sat on the throne of the world's highest technology company by market value, with its revenue increasing by nearly 2.5 times and its market value by more than 6 times. But Cook, who is in charge of this super aircraft carrier and has achieved great commercial success, still seems to have not dispelled the outside world's doubts.</p><p>The topic of \"Cook taking down Apple's innovation label\" has set off a wave of discussion after almost every new product release. Jobs' daughter spat on iPhone 14 as nothing new. Economist Ren Zeping bluntly said that \"iPhone 14 may be a sign of Apple's prosperity and decline\".</p><p>The rollover of iPhone 14 woke up the scalpers who were still immersed in the old feast carnival. The frenzy of the Jobs era is still alive, but the chill has arrived. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p><b>A bet that must be lost</b></p><p>\"I made perfect preparations, but I didn't expect to lose 40,000 to 50,000 yuan.\" Ye Jingyue, who has been a scalper for three years, sighed and summarized her battle situation since the iPhone 14 was released for three days.</p><p>In order to fight the annual battle of new Apple products, the experienced Ye Jingyue has drawn up a detailed plan.</p><p>At 7 o'clock on the morning of September 16th, he and his team squatted in three Apple stores in Chaoyang Joy City, Sanlitun and Heshenghui, Beijing respectively. \"There are only three people in our team, including 15 temporarily hired foreign aid queues.\"</p><p>They hire people to queue up for 100 yuan each. These people may be students and housewives, and they will be paid whether they grab it or not. Ye Jingyue's team of three people squatted on the side. If the hired people grabbed the mobile phones, they would show up to pay, and then take the new phones to sell them to the users in line at an increase.</p><p>Ye Jingyue, who has done enough homework, has a clear goal. The night before Apple's release date, he gave the foreign aid a task: \"This year, we only grab iPhone 14 Pro and Pro Max, and purple is the top priority style.\"</p><p>On the first day, he grabbed two 14 Pros at the original price, sold them at an increase of 1,000 yuan, and earned 2,000 yuan. But then after acquiring more than 20 units from users at a premium of 1,500 yuan, he began to lose money. \"When I first got the mobile phone, I felt very happy. I thought of reselling one with a price increase of about 3,000 yuan, and each one still had a profit of 1,500 yuan.\" He told Snow Leopard Finance and Economics, \"But after I got the mobile phone, I found that it couldn't be sold at all.\"</p><p>The diving of Apple's new machine premium is faster than Ye Jingyue imagined. By noon that day, he had noticed something was wrong, and only shouted at the \"original price\" of the premium of 1,500 yuan, but no one cared about it. On the first day, most of Ye Jingyue's mobile phones were sold at a price increase of about 600 yuan, losing 20,000 yuan. In the next two days, as the premium of Apple's new machine dived in the scalper market, the loss gradually expanded.</p><p>Ye Jingyue is far more than the only scalper who has stumbled on Apple's new products.</p><p>\"The scalpers lost their bet, and there is no winner this year.\" Lu Fan, who has been a mobile phone dealer since the iPhone 4 era, told Snow Leopard Finance and Economics, \"The price was too high before the sale this year. After I got the machine before the sale, my peers all set the premium of the purple model of 14 Pro Max at about 3,000 yuan, and the ultra-high profit aroused the gambling nature of the scalpers.\"</p><p>Most of the first batch of 14 Pros that Lu Fan got were \"robbed\" by scalpers with a price increase of more than 1,500 yuan. \"No way, they gave too much\".</p><p><img src=\"https://static.tigerbbs.com/c574cba0d5ceaa884d5e2767fe3b96b7\" tg-width=\"550\" tg-height=\"227\" referrerpolicy=\"no-referrer\"/><img src=\"https://static.tigerbbs.com/8a3bed490702142b38c2567108d3af6f\" tg-width=\"550\" tg-height=\"255\" referrerpolicy=\"no-referrer\"/>Price comparison between the first day and 3 days after the sale Source: provided by Lu Fan</p><p>Lu Fan has dealt with scalpers for many years, and he divides the scalper party into three levels: high, middle and low.</p><p>At the lowest level are the newbies who follow the trend, and these people have lost the worst this year. The intermediate has their own team and can snap up mobile phones at the original price. Senior scalpers can be one step ahead and have ordered goods from dealers before they are released. According to this year's market, only senior scalpers have the opportunity to make a small profit.</p><p>Li Nan, who ordered a batch of new machines directly from dealers, is one of the lucky ones who made a small profit. But in his view, \"For products like Apple, a small profit is a loss.\"</p><p>Li Nan told Snow Leopard Finance and Economics that before every order, he would receive pre-orders from customer groups and personal friends to determine the purchase quantity. However, the number of customers booking this year has decreased significantly, \"at least more than half less\".</p><p>Loyal customers who have raised prices to buy new Apple machines have calmed down a lot this year. Most of their reasons for no longer enthusiastic point to criticism of the iPhone 14's lack of innovation. A customer told Li Nan, \"I don't think it is worth showing off to be the first to get a mobile phone very similar to the iPhone 13 in my hand.\"</p><p>If the fruit powder is calm, the scalper's wallet will inevitably shrink.</p><p>Li Nan earned six figures this year, only 1/3 of what she earned in previous years, but she is already a leader among scalpers. He told Snow Leopard Finance and Economics that this year's market is destined to make less and lose more, and some peers have already lost 400,000 to 500,000 yuan.</p><p><b>Retail Investors Backstab Scalpers</b></p><p>\"Thank you, Huang Niu Jun.\" Liu Wei posted such a circle of friends on the night of the first day that Apple's new machine went on sale.</p><p>On the same day, after he bought two iPhone 14 Pro, he was stopped by the scalper at the door. Each one increased the price by 1,800 yuan and sold the mobile phone to the other party, earning a difference of 3,600 yuan.</p><p>Liu Wei, who smelled the business opportunity, called several classmates that night to snap up the iPhone 14 Pro together. In his opinion, it was a sure-fire business. It is best to sell it to scalpers, and you can get an unconditional refund for 14 days if you can't sell it. He said with a smile, \"There will always be scalpers taking over.\"</p><p>Individual retail investors like Liu Wei, who harvest scalpers in reverse, are called \"scalper hunters\" on the Internet. Among the foreign aid of the scalper team, some people also figured out the door and began to \"back stab\" the scalper.</p><p>Among the foreign aid hired by Ye Jingyue to queue up, two people snapped up the new machine and \"reversed water\" on the spot. They refused to pay for Ye Jingyue's team. Instead, they bought their own mobile phones and sold them to another wave of scalpers at a high price when they went out. In Ye Jingyue's view, \"I'm simply working for them.\"</p><p>The more advanced cattle hunters in Lu Fan's eyes were apple dealers.</p><p>In order to heat up the market, big dealers released the news after getting the mobile phone, jointly raised the price of new products to a very high level, and targeted the purple iPhone 14 Pro Max as this year's \"premium king\". The first batch of premium mobile phones did not flow to ordinary users, but most of them were sold to scalpers at high prices.</p><p>In the past, the Apple scalper market was like a funnel. The most upstream dealers own a portion of stable profits and certain premium rights. The scalpers in the middle reaches earn the difference by buying and selling, while the downstream ones are users who are eager to get the new machine first. They are the ones who finally pay for the high premium.</p><p>However, the reputation of iPhone 14 has turned this hidden trading market under the water into a game of losing more and winning less. The profits of dealers are still relatively stable, but the enthusiasm of fruit powder suddenly cools down, and the pressure is transmitted to the scalpers.</p><p>Scalpers, who are still immersed in the dream of \"one-machine huge profit\" apple feast and don't want to wake up, suddenly become the object of reverse harvest by hunters.</p><p><b>Farewell to the Golden Age</b></p><p>The scalpers who dare to spend money and gamble on huge profits have witnessed the huge wealth dream created by Apple's mobile phone.</p><p>Twelve years ago, Jobs, wearing a black sweater and jeans, appeared with iPhone 4, which became a milestone in the history of smart phones and opened the golden age of scalpers.</p><p>\"iPhone 4 is an epoch-making product, and the market is extremely enthusiastic. A 5,000 yuan mobile phone, no matter what channel you get it, will be sold for 15,000 yuan.\" Lu Fan, who graduated from 985 University, smelled the business opportunity and started the business of reselling Apple mobile phones. At that time, in order to snap up Apple mobile phones, scalpers took tents and squatted 48 hours in advance in Sanlitun and Joy City, Beijing.</p><p>As Apple's generation of magic machines, the first batch of iPhone 4 sold 1.7 million units in three days, and the supply exceeded the demand. At that time, the first sale time in the domestic market was about four months late. Taking advantage of this time difference, scalpers made a lot of money.</p><p>Lu Fan told Snow Leopard Finance and Economics that he found that Apple stores in Hong Kong were limited to 5 units per person, so he organized a group of people to fly to Hong Kong to queue up, and the largest one earned hundreds of thousands of yuan. \"At that time, a slightly diligent scalper team earned a million in three months.\" Even when the iPhone 4S was launched a year later, it still needed to increase the price by 1,000 yuan to find a scalper to buy the iPhone 4.</p><p>The turning point occurred when the iPhone 8 was launched, which was the first time Fan Lu found Apple's new opportunity cold.</p><p>Lu Fan, who was already an Apple distributor at that time, recalled that iPhone 8 didn't sell very well, the phenomenon of queuing in Apple stores and Zhongguancun was greatly reduced, and many scalpers who hoarded goods at high prices lost money.</p><p>It was also at this time that criticism of Apple's lack of innovation was rampant. From iPhone 5 to iPhone 8, several generations of Apple's products are too similar in shape, like \"four generations under one roof\", and their functions have not been substantially innovated.</p><p>The high-hoped iPhone X gave scalpers a slap in the face with a colder market response. Users don't buy this \"never-before-existing smartphone\". The two most proud innovations of iPhone X-full screen and face recognition-are considered to be not the first.</p><p>The scalpers lose money, and Apple loses even worse. After the poor sales of iPhone X, Apple repeatedly cut production, and its share price once plunged by more than 7%, and its market value of over $60 billion evaporated.</p><p>When iPhone X is cold, Apple's innovation ability is pulled down from the altar, and the space for scalpers to make the difference is gradually shrinking. A new machine usually increases the price by several hundred yuan, which is far from the difficult-to-find machine before iPhone 6S, and the price doubles at every turn.</p><p>The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>At that time, it was a global shortage of cores, and Apple suffered a supply chain crisis. The relationship between supply and demand in a special period has made scalpers find an opportunity. Ye Jingyue concluded afterwards, \"It's not that iPhone 13 is popular, but that Apple didn't have so much stock at the first time, and that time became a good opportunity to make money.\"</p><p>But the iPhone 14 doesn't have such luck. On the one hand, the new machine is almost indistinguishable from the previous generation product. \"Dynamic Island is not flexible\", a number of bugs are exposed, and new functions are repeatedly overturned. On the other hand, Cook learned his lesson and paid more attention to the supply chain management of iPhone 14, and the supply of new machines was very sufficient. Some netizens said that the new Pro version will arrive in about half a month.</p><p>This means that the soil for scalpers to make money is getting poorer and poorer.</p><p><b>The inflection point of prosperity and decline?</b></p><p>After staying up late to watch this year's new product launch conference, Apple enthusiast Hu Yiwen made up his mind to stop looking for scalpers to add money to snap up new machines this year.</p><p>She has bought all iPhone models except the iPhone 14, and on more than one occasion, she has increased the price for a new launch. In her view, showing off the latest iPhone first is not to show off wealth, but to reflect a pursuit of top new technology consumer products. \"This is very geeky\". But the iPhone 14 made her feel, \"It's not geeky at all to grab this overly similar model\".</p><p>This is certainly not a good thing for Cook, who is recognized as more than established and less aggressive.</p><p>Since 1997, when \"extraordinary\" was designated as the slogan, innovation has been regarded as the soul of Apple. During the Steve Jobs era, Apple launched more than one groundbreaking product, and thus secured the top spot in technology companies.</p><p>However, since Cook became CEO in 2011, Apple has rarely made eye-catching innovations, and even gradually reduced from the role of leader to a follower. The iPhone 6, which has achieved sales success, is Apple's first big-screen mobile phone, and is thought to have followed in the footsteps of Samsung and other brands. Dynamic Island and other functions of iPhone 14 have also been questioned to copy Android manufacturers.</p><p>Economist Ren Zeping bluntly said on social platforms that \"Apple is eating from Jobs\", and even thought that 2022 was the turning point of Apple's prosperity and decline.</p><p>There's no denying that Apple under Cook has been a huge success in terms of sales volume and the company's market capitalization. Part of the reason is that Apple's mobile phone, which used to be highly priced, began to \"bow its head\" in pricing.</p><p>Hu Yiwen noticed that since iPhone 11, Apple phones have become \"cheaper\".</p><p>On the one hand, the starting price of the iPhone 11 dropped to 5,499 yuan from 6,499 yuan for the previous generation iPhone XR. On the other hand, the price of flagship machines in Android camp continues to rise. OPPO Find X2 Pro version starts from 5,999 yuan, and Xiaomi 10 Extreme Edition also starts from 5,299 yuan, which is the same or even higher than iPhone. Since then, Apple has continued the strategy of not raising the price of new machines.</p><p>Today, Jobs left behind the old capital is still enough for Apple to eat for a while. According to Counterpoint Research, in Q2 2022, Apple still occupied more than half of the high-end smartphone market, setting a record for iPhone since 2007 with a market share of 57%, and pocketing more than 60% of the profits of global mobile phones.</p><p>Fruit powder like Hu Yiwen will not abandon apples easily. Although the innovation is insufficient, the annual hardware (mainly chips) steady update and software system stability still have a huge appeal to them.</p><p>In other words, the huge potential energy created in the Jobs era is enough to keep the Apple empire, which is slightly mediocre in innovation, gliding forward by inertia. However, as the apple's aura fades, the chilling cicadas who know autumn have faintly smelled the chill and perceived the consequences of lack of innovation.</p><p>For Lu Fan, a mobile phone dealer who relies on Apple to eat, Apple is still the bulk of his revenue. \"The failure of scalpers will not affect all this, and the sun will rise as usual\".</p><p>The scalpers who make money by scarcity and time difference have no time to be sad about this. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p>Ye Jingyue has made every effort to fight Huawei Mate 50. He told Snow Leopard Finance and Economics that the premium level of Huawei's new machine has been relatively stable. At present, the lowest price has to be increased by 1,000 yuan, and the rarest Porsche model has been fired to more than 25,000 yuan, nearly double the original price (12,999 yuan).</p><p>For Apple, which is still standing at the top of the pyramid, the world's top software and hardware integration, the iPhone 14 can't be a swan song. However, the final chapter of the scalpers' dream of getting rich may play a prelude to the end of Apple's lying and winning.</p><p>(The characters in this article are all pseudonyms)</p><p></body></html></p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"http://finance.sina.com.cn/tech/csj/2022-09-26/doc-imqqsmrp0494572.shtml\">雪豹财经社</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/e5f2cbfd4e34e8ec82c7adfe60fe60a9","relate_stocks":{"AAPL":"苹果"},"source_url":"http://finance.sina.com.cn/tech/csj/2022-09-26/doc-imqqsmrp0494572.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1140617695","content_text":"文/闫学功一位黄牛今年赚了六位数，只有往年的三分之一，但在黄牛党中已算佼佼者。今年的市场注定赚少赔多，有黄牛已亏了四五十万元。曾靠苹果赚得盆满钵满的黄牛们在iPhone 14推出后栽了跟头。乔布斯掌舵下的苹果，曾为黄牛构筑了一夜暴富的黄金时代。转折点发生在iPhone 8推出时，有经销商头一次发现苹果新机遇冷。而去年发布的iPhone 13，成了黄牛生意热潮最后的余温。苹果稳坐全球市值最高科技公司宝座，但执掌这艘超级航母取得巨大商业成功的库克，却似乎仍未打消外界的质疑。在一些果粉眼中，苹果正在失去创新的灵魂，逐渐沦为一家平庸的造富公司。乔布斯的老本吃了11年，苹果又一次迎来了口碑翻车的尴尬时刻。被诟病“毫无创新，失去灵魂”的iPhone 14，被消费者冷落，被大V吐槽，也让在乔布斯时代赚得盆满钵满的“黄牛们”踩到了坑里，有人一天净亏几十万元。曾经的金苹果，成为不少黄牛眼中难以下咽的苦果。11年来，凭借耀眼的品牌光环和巨大的商业势能，苹果稳坐全球市值最高科技公司宝座，营收增长了近2.5倍，市值涨了6倍多。但执掌这艘超级航母并取得巨大商业成功的库克，却似乎仍未打消外界的质疑。关于“库克揭下苹果创新标签”的话题，在几乎每一次新品发布后都会掀起一波讨论的热潮。乔布斯女儿吐槽iPhone 14毫无新意，经济学家任泽平直言“iPhone 14可能是苹果盛极而衰的标志”。iPhone 14的翻车，惊醒了还沉浸在昔日盛宴狂欢中的黄牛们。乔布斯时代的狂热余温尚存，但寒意已至。马不停蹄地奔赴下一个战场，赚取更多利润，才是他们的当务之急。一场必输的赌局“做了万全的准备，没想到还是亏了四五万。”做了3年黄牛的叶静跃叹了口气，总结iPhone 14发售3天以来自己的战况。为了打好一年一度的苹果新品之战，经验丰富的叶静跃拟定了一份翔实的方案。9月16日早上7点，他和他的团队便分别在北京朝阳大悦城、三里屯和合生汇的3家苹果门店蹲守。“我们团队只有3人，算上临时雇的排队外援，有15个。”他们以每人100元的价格雇人排队抢售，这些人可能是学生、家庭主妇，不管抢没抢到都会付报酬。叶静跃团队3人则在一旁蹲守，如果雇来的人抢到手机，他们就会现身付款，随后便拿着新机向排队的用户加价售卖。做足功课的叶静跃目标十分清晰。苹果发售日前一天晚上，他便给外援们下了任务：“今年只抢iPhone 14 Pro和Pro Max，紫色是最优先款式。”第一天，他以原价抢到了两台14 Pro，转手加价1000元卖出，赚了2000元。但随后以1500元的溢价从用户手中收购了20多台后，他便开始亏损。“刚拿到手机时觉得很开心，想着一台加价3000元左右倒卖，每台还有1500元的利润。”他告诉雪豹财经社，“但手机到手后，发现根本卖不出去。”苹果新机溢价的跳水，比叶静跃想象中来得快。他到当天中午已经觉察不对，只以1500元溢价的“原价”吆喝，但已无人问津。第一天，叶静跃大部分手机加价600元左右卖出，亏了两万元。此后两天，随着苹果新机溢价在黄牛市场的跳水，亏损逐渐扩大。在苹果新品上栽了跟头的黄牛，远不止叶静跃一人。“黄牛们赌输了，今年没有赢家。”从iPhone 4时代开始做手机经销商的吕樊告诉雪豹财经社，“今年发售前价格被炒得太高，我在发售前拿到机子后，同行们都将14 Pro Max紫色款的溢价定在3000元左右，超高利润唤起了黄牛们的赌性。”吕樊拿到的第一批14 Pro，绝大部分被加价1500元以上的黄牛们“抢”走了，“没办法，他们给的太多了”。首日与发售3日后价格对比 图源：吕樊提供吕樊长年跟黄牛打交道，他将黄牛党分为高中低三个层级。最低层级的是跟风的新手，这些人今年赔得最惨。中级的自己有团队，能以原价抢购到手机。高级黄牛则能够先人一步，在发售前便已从销商手中订到货。按照今年的行情，只有高级黄牛才有机会小赚一笔。从经销商手中直接预订了一批新机的李楠，是小赚一笔的幸运儿之一。但在他看来，“对于苹果这种产品来说，小赚就是亏。”李楠告诉雪豹财经社，他每次订货前，都会在客户群和个人好友那里收到预订单，以此来确定进货数量。但今年预订的客户明显减少，“起码少了一大半”。曾不惜加价购买苹果新机的忠实客户今年冷静了许多，他们不再热忱的理由大多指向对iPhone 14缺乏创新的诟病。有客户告诉李楠，“我不觉得率先拿到一款与我手中iPhone 13极其相似的手机，有什么炫耀的价值。”果粉冷静，黄牛的钱包必然缩水。李楠今年赚了六位数，只有往年的1/3，但在黄牛党中已经算是佼佼者。他告诉雪豹财经社，今年的市场注定赚少赔多，有的同行已经亏了四五十万元。散户背刺黄牛“谢谢你，黄牛君。”苹果新机开售首日晚上，刘威发表了这样一条朋友圈。当天，他买到两台iPhone 14 Pro后，便被门口的黄牛拦下，每台加价1800元把手机卖给对方，赚了3600元差价。嗅到商机的刘威当晚便召集了几个同学，一起去抢购iPhone 14 Pro。在他看来，这是一桩稳赚不赔的生意。能卖给黄牛最好，卖不出去还可以14天无条件退款。他笑称，“总会有黄牛们接盘。”像刘威这样反向收割黄牛的个人散户，在网上被称为“黄牛猎手”。黄牛团队的外援中，也有人摸清了门道，开始“背刺”黄牛。叶静跃雇来排队的外援中，有两个人抢购到新机后当场“反水”，拒绝叶静跃团队代为付钱，而是自己买下手机，出门就高价转手卖给了另一波黄牛。在叶静跃看来，“我简直是在给他们打工。”吕樊眼中更高级的黄牛猎手，是苹果经销商。为了炒热市场，大经销商们在拿到手机后就对外放出消息，联合将新品价格炒到很高，并瞄定紫色iPhone 14 Pro Max为今年的“溢价王”。第一批溢价手机没有多少流到普通用户手中，而是大部分高价卖给了黄牛。以往的苹果黄牛市场就像一个漏斗。最上游的经销商拥有一部分稳定的利润和一定的溢价权。中游的黄牛通过倒买倒卖赚取差价，最下游的是急于抢先拿到新机的用户，他们是最终为高溢价买单的人。但iPhone 14的口碑翻车，让这个水面下的隐秘交易市场，变成了一个输多赢少的牌局。经销商的利润仍然相对稳定，但果粉的热情骤然降温，压力便被传导到了黄牛们身上。依旧沉浸在“一机暴利”的苹果盛宴梦中不愿醒来的黄牛，突然成了被猎手们反向收割的对象。告别黄金时代敢砸钱赌暴利的黄牛们，曾见证过苹果手机造就的巨大财富梦幻。12年前，身穿黑色毛衣、牛仔裤的乔布斯手拿iPhone 4亮相，成为智能手机历史上的里程碑，也开启了黄牛的黄金时代。“iPhone 4算是划时代的产品，市场热情的不得了，一台5000元的手机，不管任何渠道拿到，转手就是15000元卖出去。”985高校毕业的吕樊嗅到商机，做起了倒卖苹果手机的生意。当时，为了抢购苹果手机，黄牛们带着帐篷，在北京三里屯和大悦城提前48小时蹲守。作为苹果的一代神机，首批iPhone 4上市3天就售出了170万部，而且供不应求。当时，国内市场的首售时间晚了4个月左右，利用这段时间差，黄牛们赚得盆满钵满。吕樊告诉雪豹财经社，他当时发现香港的苹果店每人限购5台，于是组织了一行人坐飞机去香港排队，最大的一单赚了几十万元。“那时候稍微勤快点的黄牛团队，3个月下来赚百万都算少的。”甚至一年后iPhone 4S推出时，找黄牛买iPhone 4仍需要加价1000元。转折点发生在iPhone 8推出时，那是吕樊头一次发现苹果新机遇冷。当时已经是苹果经销商的吕樊回忆道，iPhone 8卖得不是很好，苹果门店和中关村排队的现象大幅减少，不少高价囤货的黄牛党亏了钱。也正是在这个时候，外界对苹果缺乏创新的批判甚嚣尘上。从iPhone 5到iPhone 8，苹果几代产品被吐槽外形过于相似，好比“四世同堂”，功能也没有实质性革新。被寄予厚望的iPhone X，以更冷淡的市场反应给了黄牛们一记耳光。用户对这款号称“从未有过的智能手机”并不买账，iPhone X 最得意的两个创新——全面屏和人脸识别，被认为早已不是首创。黄牛们亏钱，苹果损失更惨。iPhone X销量不佳后苹果屡次减产，股价一度暴跌7%以上，超600亿美元市值蒸发。iPhone X遇冷，苹果的创新能力被拉下神坛，黄牛们赚差价的空间日渐缩小。一台新机通常加价小几百元，与iPhone 6S之前的一机难求、动辄价格翻倍相差甚远。去年发布的iPhone 13，成了黄牛生意热潮最后的余温。彼时正值全球缺芯，苹果遭遇供应链危机。特殊时期的供需关系，让黄牛们找到了可乘之机。叶静跃事后总结道，“并不是iPhone 13多受欢迎，而是苹果在第一时间没有那么多备货，那个时间点就成了赚钱的好机会。”但iPhone 14没有这样的幸运。一方面，新机被吐槽与上一代产品几乎毫无区别，“灵动岛不灵动”，多项bug曝光，新功能屡屡翻车。另一方面，库克吸取教训，更注重iPhone 14的供应链管理，新机供货十分充足。有网友表示，Pro版本新机等半个月左右便可到货。这意味着，黄牛赚钱的土壤越来越贫瘠。盛极而衰的拐点？熬夜看完今年的新品发布会后，苹果发烧友胡艺文下定决心，今年不再找黄牛加钱抢购新机。她买过iPhone 14以外的所有iPhone机型，而且不止一次加价购买首发新机。在她看来，抢先一步晒出最新款iPhone并非炫富，而是体现一种对顶级新科技消费产品的追求，“这很极客”。但iPhone 14让她觉得，“抢这种过度相似的机型一点也不极客”。对被公认守成有余、进取不足的库克而言，这当然不是件好事。从1997年将“不同凡响”定为slogan开始，创新便被视为苹果的灵魂。在乔布斯时代，苹果曾推出不止一款开创性的产品，并凭此坐稳了科技公司的头把交椅。但自2011年库克担任CEO以来，苹果便鲜有令人眼前一亮的创新，甚至从引领者的角色逐渐沦为追随者。在销量上取得成功的iPhone 6，是苹果首次推出大屏手机，被认为步了三星等品牌的后尘。iPhone 14的灵动岛等功能，也被质疑抄袭安卓厂商。经济学家任泽平在社交平台上直言，“苹果是在吃乔布斯的老本”，甚至认为2022年是苹果盛极而衰的转折点。不可否认，从销量和公司市值来看，库克掌舵下的苹果取得了巨大的成功。部分原因在于，昔日价格高高在上的苹果手机，在定价上开始“低头”。胡艺文注意到，从iPhone 11开始，苹果手机变得“便宜起来”。一方面，iPhone 11的起售价从上一代产品iPhone XR的6499元降至5499元。另一方面，安卓阵营的旗舰机价格持续上涨，OPPO Find X2 Pro版本5999元起，小米10至尊版也要5299元起，与iPhone持平甚至更高。此后，苹果一直延续新机不涨价的策略。如今，乔布斯留下的老本仍然够苹果吃上一阵子。据Counterpoint Research数据，2022年Q2，苹果在高端智能手机市场仍占据着过半江山，以57%的市场份额创下iPhone自2007年以来的历史纪录，并将全球手机六成多的利润收入囊中。胡艺文这样的果粉也不会轻易抛弃苹果。虽然创新不足，但一年一度的硬件（主要是芯片）稳定更新、软件系统稳定，仍对他们有巨大的吸引力。换句话说，乔布斯时代创造的巨大势能，足以让在创新方面略显平庸的苹果帝国靠惯性继续向前滑行。但随着苹果光环褪色，知秋的寒蝉已经隐隐嗅到寒意，感知到创新乏力的后果。对于靠苹果吃饭的手机经销商吕樊而言，苹果仍然是他营收的大头，“黄牛的失败与否，不影响这一切，太阳照常升起”。靠稀缺性和时间差赚钱的黄牛们则无暇为此悲春伤秋。马不停蹄地奔赴下一个战场，赚取更多利润，才是他们的当务之急。叶静跃已全力转战华为Mate 50。他告诉雪豹财经社，华为新机溢价水平一直比较稳定，目前最低配都要加价1000元，最稀有的保时捷款已被炒到了2.5万元以上，较原价（12999元）翻了近一倍。对于仍站在金字塔尖的全球顶级软硬件一体的苹果公司而言，iPhone 14不可能成为绝唱。但黄牛们暴富梦的终章，或许将为苹果躺赢的终结，奏响一段前奏。（本文人物均为化名）","news_type":1,"symbols_score_info":{"AAPL":0.9}},"isVote":1,"tweetType":1,"viewCount":3075,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":9969857665,"gmtCreate":1668408785957,"gmtModify":1676538052001,"author":{"id":"4111278462862792","authorId":"4111278462862792","name":"金淀","avatar":"https://community-static.tradeup.com/news/6cb206ae11f9ce4e0ffc3964094b1a7d","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4111278462862792","authorIdStr":"4111278462862792"},"themes":[],"htmlText":"[微笑] ","listText":"[微笑] ","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9969857665","repostId":"664770288","repostType":1,"repost":{"id":664770288,"gmtCreate":1668408186949,"gmtModify":1676538051954,"author":{"id":"3534727654658721","authorId":"3534727654658721","name":"沙龙君","avatar":"https://static.tigerbbs.com/d2d38cc8d7c3009b3d750b9d57e68214","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3534727654658721","authorIdStr":"3534727654658721"},"themes":[],"title":"首款Web3手機廣告榮登央視 重新定義科技以人爲本","htmlText":"進入2022年，手機行業面臨着增長下行等諸多考驗。相較於過往全渠道、全媒體的地毯式廣告轟炸，如今社會化精準營銷與創新玩法更加青睞。不過，作爲全球首款Web3手機METAVERTU卻逆勢登陸央視，憑藉超前的視覺影像以及對“科技以人爲本”的經典致敬，引發了廣泛關注。近日，VERTU手機持續亮相CCTV-1《新聞聯播》、CCTV-13《新聞30分》開播前的黃金廣告時段。此舉或向外釋放明確的信號，作爲定位奢侈品品牌手機，VERTU手機意在藉助央視天然的圈層資源，持續聚焦高質感高價值人羣，推動品牌的精準圈層拓展，向外界詮釋“人文科技”的魅力所在。新品廣告登陸央視，VERTU聚焦高圈層價值渠道在新品廣告視頻中，VERTU手機與隕石、天空爲核心元素出現，呈現在用戶眼前的，是一種不言而喻的科技感與質感。在視頻最後，還打出了“科技以人爲本”的口號，顯然是在致敬母公司諾基亞的經典廣告語。這種非功能宣教式的表達，更能夠凸顯VERTU手機融合科技與藝術的人文科技魅力。當下，雙十一購物熱潮涌動，各大手機品牌無不將營銷主陣地聚焦在社交媒體平臺。VERTU手機卻爲何逆勢登陸央視？事實上，當下國內手機品牌的產品定位同質化嚴重，用戶羣體持續下沉。在高端產品上，目標人羣能夠選擇的可代替性產品屈指可數。正是基於這樣的洞察，VERTU手機高調亮相央視黃金時段，也是看中了央視天然高質感高值人羣的資源，推動品牌的精準圈層拓展。在觸達之後，能否做到與精準圈層人羣的共情共感，這是洞察目標羣體消費需求的重要前提。在新品推出之際，VERTU手機沒有落腳於功能的展現和品牌代言人的背書，而是喊出母公司諾基亞最爲經典的廣告語——“科技以人爲本”，通過“重溫經典”的方式，快速喚起目標人羣的情感共鳴。廣告片的精神內核與高價值人羣圈層的價值追求擁有高度的契合。從此次廣告宣傳片中不難看出，VERTU手機其實傳達出兩點信息：一是告知新品上市","listText":"進入2022年，手機行業面臨着增長下行等諸多考驗。相較於過往全渠道、全媒體的地毯式廣告轟炸，如今社會化精準營銷與創新玩法更加青睞。不過，作爲全球首款Web3手機METAVERTU卻逆勢登陸央視，憑藉超前的視覺影像以及對“科技以人爲本”的經典致敬，引發了廣泛關注。近日，VERTU手機持續亮相CCTV-1《新聞聯播》、CCTV-13《新聞30分》開播前的黃金廣告時段。此舉或向外釋放明確的信號，作爲定位奢侈品品牌手機，VERTU手機意在藉助央視天然的圈層資源，持續聚焦高質感高價值人羣，推動品牌的精準圈層拓展，向外界詮釋“人文科技”的魅力所在。新品廣告登陸央視，VERTU聚焦高圈層價值渠道在新品廣告視頻中，VERTU手機與隕石、天空爲核心元素出現，呈現在用戶眼前的，是一種不言而喻的科技感與質感。在視頻最後，還打出了“科技以人爲本”的口號，顯然是在致敬母公司諾基亞的經典廣告語。這種非功能宣教式的表達，更能夠凸顯VERTU手機融合科技與藝術的人文科技魅力。當下，雙十一購物熱潮涌動，各大手機品牌無不將營銷主陣地聚焦在社交媒體平臺。VERTU手機卻爲何逆勢登陸央視？事實上，當下國內手機品牌的產品定位同質化嚴重，用戶羣體持續下沉。在高端產品上，目標人羣能夠選擇的可代替性產品屈指可數。正是基於這樣的洞察，VERTU手機高調亮相央視黃金時段，也是看中了央視天然高質感高值人羣的資源，推動品牌的精準圈層拓展。在觸達之後，能否做到與精準圈層人羣的共情共感，這是洞察目標羣體消費需求的重要前提。在新品推出之際，VERTU手機沒有落腳於功能的展現和品牌代言人的背書，而是喊出母公司諾基亞最爲經典的廣告語——“科技以人爲本”，通過“重溫經典”的方式，快速喚起目標人羣的情感共鳴。廣告片的精神內核與高價值人羣圈層的價值追求擁有高度的契合。從此次廣告宣傳片中不難看出，VERTU手機其實傳達出兩點信息：一是告知新品上市","text":"進入2022年，手機行業面臨着增長下行等諸多考驗。相較於過往全渠道、全媒體的地毯式廣告轟炸，如今社會化精準營銷與創新玩法更加青睞。不過，作爲全球首款Web3手機METAVERTU卻逆勢登陸央視，憑藉超前的視覺影像以及對“科技以人爲本”的經典致敬，引發了廣泛關注。近日，VERTU手機持續亮相CCTV-1《新聞聯播》、CCTV-13《新聞30分》開播前的黃金廣告時段。此舉或向外釋放明確的信號，作爲定位奢侈品品牌手機，VERTU手機意在藉助央視天然的圈層資源，持續聚焦高質感高價值人羣，推動品牌的精準圈層拓展，向外界詮釋“人文科技”的魅力所在。新品廣告登陸央視，VERTU聚焦高圈層價值渠道在新品廣告視頻中，VERTU手機與隕石、天空爲核心元素出現，呈現在用戶眼前的，是一種不言而喻的科技感與質感。在視頻最後，還打出了“科技以人爲本”的口號，顯然是在致敬母公司諾基亞的經典廣告語。這種非功能宣教式的表達，更能夠凸顯VERTU手機融合科技與藝術的人文科技魅力。當下，雙十一購物熱潮涌動，各大手機品牌無不將營銷主陣地聚焦在社交媒體平臺。VERTU手機卻爲何逆勢登陸央視？事實上，當下國內手機品牌的產品定位同質化嚴重，用戶羣體持續下沉。在高端產品上，目標人羣能夠選擇的可代替性產品屈指可數。正是基於這樣的洞察，VERTU手機高調亮相央視黃金時段，也是看中了央視天然高質感高值人羣的資源，推動品牌的精準圈層拓展。在觸達之後，能否做到與精準圈層人羣的共情共感，這是洞察目標羣體消費需求的重要前提。在新品推出之際，VERTU手機沒有落腳於功能的展現和品牌代言人的背書，而是喊出母公司諾基亞最爲經典的廣告語——“科技以人爲本”，通過“重溫經典”的方式，快速喚起目標人羣的情感共鳴。廣告片的精神內核與高價值人羣圈層的價值追求擁有高度的契合。從此次廣告宣傳片中不難看出，VERTU手機其實傳達出兩點信息：一是告知新品上市","images":[{"img":"https://static.tigerbbs.com/65329b94594100d65181b35cdda43843","width":"632","height":"365"},{"img":"https://static.tigerbbs.com/f34f41f9a05aee799d41d044f6144337","width":"632","height":"356"},{"img":"https://static.tigerbbs.com/42ff7fbe3ebf58524acbb8ca6cd99c46","width":"632","height":"356"}],"top":1,"highlighted":1,"essential":1,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/664770288","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":4,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":3080,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9911751013,"gmtCreate":1664267862633,"gmtModify":1676537422245,"author":{"id":"4111278462862792","authorId":"4111278462862792","name":"金淀","avatar":"https://community-static.tradeup.com/news/6cb206ae11f9ce4e0ffc3964094b1a7d","crmLevel":11,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4111278462862792","authorIdStr":"4111278462862792"},"themes":[],"htmlText":"[微笑] ","listText":"[微笑] ","text":"[微笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9911751013","repostId":"1140617695","repostType":4,"repost":{"id":"1140617695","kind":"news","pubTimestamp":1664176713,"share":"https://ttm.financial/m/news/1140617695?lang=en_US&edition=fundamental","pubTime":"2022-09-26 15:18","market":"us","language":"zh","title":"Jobs' old book ate for 11 years: fat Cook, thin scalper","url":"https://stock-news.laohu8.com/highlight/detail?id=1140617695","media":"雪豹财经社","summary":"今年的市场注定赚少赔多，有黄牛已亏了四五十万元。","content":"<p><html><head></head><body>Text/Yan Xuegong</p><p>A scalper has made six figures this year, a third of what he had earned in previous years, but he is already the best among the scalpers. This year's market is destined to make less and lose more, and some scalpers have lost four to five hundred thousand yuan. The scalpers who once made a lot of money on Apple stumbled after the launch of iPhone 14.</p><p>Apple, under the helm of Jobs, once built a golden age of overnight wealth for scalpers. The turning point happened when the iPhone 8 was launched, and some dealers found Apple's new opportunity cold for the first time. The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>Apple sits firmly on the throne of the world's highest technology company by market value, but Cook, who has achieved great commercial success in charge of this super aircraft carrier, seems to have not dispelled the doubts of the outside world. In the eyes of some fruit fans, Apple is losing its soul of innovation and gradually becoming a mediocre wealth-making company.</p><p>Jobs' old capital has eaten for 11 years, and Apple once again ushered in the embarrassing moment of word-of-mouth overturning.</p><p>The iPhone 14, which was criticized for \"no innovation and loss of soul\", was left out by consumers and spat out by Big V. It also made the \"scalpers\" who made a lot of money in the Steve Jobs era step into the pit, and some people lost hundreds of thousands of yuan a day. The once golden apple has become a bitter fruit that is difficult to swallow in the eyes of many scalpers.</p><p>In the past 11 years, with its dazzling brand aura and huge commercial potential energy, Apple has firmly sat on the throne of the world's highest technology company by market value, with its revenue increasing by nearly 2.5 times and its market value by more than 6 times. But Cook, who is in charge of this super aircraft carrier and has achieved great commercial success, still seems to have not dispelled the outside world's doubts.</p><p>The topic of \"Cook taking down Apple's innovation label\" has set off a wave of discussion after almost every new product release. Jobs' daughter spat on iPhone 14 as nothing new. Economist Ren Zeping bluntly said that \"iPhone 14 may be a sign of Apple's prosperity and decline\".</p><p>The rollover of iPhone 14 woke up the scalpers who were still immersed in the old feast carnival. The frenzy of the Jobs era is still alive, but the chill has arrived. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p><b>A bet that must be lost</b></p><p>\"I made perfect preparations, but I didn't expect to lose 40,000 to 50,000 yuan.\" Ye Jingyue, who has been a scalper for three years, sighed and summarized her battle situation since the iPhone 14 was released for three days.</p><p>In order to fight the annual battle of new Apple products, the experienced Ye Jingyue has drawn up a detailed plan.</p><p>At 7 o'clock on the morning of September 16th, he and his team squatted in three Apple stores in Chaoyang Joy City, Sanlitun and Heshenghui, Beijing respectively. \"There are only three people in our team, including 15 temporarily hired foreign aid queues.\"</p><p>They hire people to queue up for 100 yuan each. These people may be students and housewives, and they will be paid whether they grab it or not. Ye Jingyue's team of three people squatted on the side. If the hired people grabbed the mobile phones, they would show up to pay, and then take the new phones to sell them to the users in line at an increase.</p><p>Ye Jingyue, who has done enough homework, has a clear goal. The night before Apple's release date, he gave the foreign aid a task: \"This year, we only grab iPhone 14 Pro and Pro Max, and purple is the top priority style.\"</p><p>On the first day, he grabbed two 14 Pros at the original price, sold them at an increase of 1,000 yuan, and earned 2,000 yuan. But then after acquiring more than 20 units from users at a premium of 1,500 yuan, he began to lose money. \"When I first got the mobile phone, I felt very happy. I thought of reselling one with a price increase of about 3,000 yuan, and each one still had a profit of 1,500 yuan.\" He told Snow Leopard Finance and Economics, \"But after I got the mobile phone, I found that it couldn't be sold at all.\"</p><p>The diving of Apple's new machine premium is faster than Ye Jingyue imagined. By noon that day, he had noticed something was wrong, and only shouted at the \"original price\" of the premium of 1,500 yuan, but no one cared about it. On the first day, most of Ye Jingyue's mobile phones were sold at a price increase of about 600 yuan, losing 20,000 yuan. In the next two days, as the premium of Apple's new machine dived in the scalper market, the loss gradually expanded.</p><p>Ye Jingyue is far more than the only scalper who has stumbled on Apple's new products.</p><p>\"The scalpers lost their bet, and there is no winner this year.\" Lu Fan, who has been a mobile phone dealer since the iPhone 4 era, told Snow Leopard Finance and Economics, \"The price was too high before the sale this year. After I got the machine before the sale, my peers all set the premium of the purple model of 14 Pro Max at about 3,000 yuan, and the ultra-high profit aroused the gambling nature of the scalpers.\"</p><p>Most of the first batch of 14 Pros that Lu Fan got were \"robbed\" by scalpers with a price increase of more than 1,500 yuan. \"No way, they gave too much\".</p><p><img src=\"https://static.tigerbbs.com/c574cba0d5ceaa884d5e2767fe3b96b7\" tg-width=\"550\" tg-height=\"227\" referrerpolicy=\"no-referrer\"/><img src=\"https://static.tigerbbs.com/8a3bed490702142b38c2567108d3af6f\" tg-width=\"550\" tg-height=\"255\" referrerpolicy=\"no-referrer\"/>Price comparison between the first day and 3 days after the sale Source: provided by Lu Fan</p><p>Lu Fan has dealt with scalpers for many years, and he divides the scalper party into three levels: high, middle and low.</p><p>At the lowest level are the newbies who follow the trend, and these people have lost the worst this year. The intermediate has their own team and can snap up mobile phones at the original price. Senior scalpers can be one step ahead and have ordered goods from dealers before they are released. According to this year's market, only senior scalpers have the opportunity to make a small profit.</p><p>Li Nan, who ordered a batch of new machines directly from dealers, is one of the lucky ones who made a small profit. But in his view, \"For products like Apple, a small profit is a loss.\"</p><p>Li Nan told Snow Leopard Finance and Economics that before every order, he would receive pre-orders from customer groups and personal friends to determine the purchase quantity. However, the number of customers booking this year has decreased significantly, \"at least more than half less\".</p><p>Loyal customers who have raised prices to buy new Apple machines have calmed down a lot this year. Most of their reasons for no longer enthusiastic point to criticism of the iPhone 14's lack of innovation. A customer told Li Nan, \"I don't think it is worth showing off to be the first to get a mobile phone very similar to the iPhone 13 in my hand.\"</p><p>If the fruit powder is calm, the scalper's wallet will inevitably shrink.</p><p>Li Nan earned six figures this year, only 1/3 of what she earned in previous years, but she is already a leader among scalpers. He told Snow Leopard Finance and Economics that this year's market is destined to make less and lose more, and some peers have already lost 400,000 to 500,000 yuan.</p><p><b>Retail Investors Backstab Scalpers</b></p><p>\"Thank you, Huang Niu Jun.\" Liu Wei posted such a circle of friends on the night of the first day that Apple's new machine went on sale.</p><p>On the same day, after he bought two iPhone 14 Pro, he was stopped by the scalper at the door. Each one increased the price by 1,800 yuan and sold the mobile phone to the other party, earning a difference of 3,600 yuan.</p><p>Liu Wei, who smelled the business opportunity, called several classmates that night to snap up the iPhone 14 Pro together. In his opinion, it was a sure-fire business. It is best to sell it to scalpers, and you can get an unconditional refund for 14 days if you can't sell it. He said with a smile, \"There will always be scalpers taking over.\"</p><p>Individual retail investors like Liu Wei, who harvest scalpers in reverse, are called \"scalper hunters\" on the Internet. Among the foreign aid of the scalper team, some people also figured out the door and began to \"back stab\" the scalper.</p><p>Among the foreign aid hired by Ye Jingyue to queue up, two people snapped up the new machine and \"reversed water\" on the spot. They refused to pay for Ye Jingyue's team. Instead, they bought their own mobile phones and sold them to another wave of scalpers at a high price when they went out. In Ye Jingyue's view, \"I'm simply working for them.\"</p><p>The more advanced cattle hunters in Lu Fan's eyes were apple dealers.</p><p>In order to heat up the market, big dealers released the news after getting the mobile phone, jointly raised the price of new products to a very high level, and targeted the purple iPhone 14 Pro Max as this year's \"premium king\". The first batch of premium mobile phones did not flow to ordinary users, but most of them were sold to scalpers at high prices.</p><p>In the past, the Apple scalper market was like a funnel. The most upstream dealers own a portion of stable profits and certain premium rights. The scalpers in the middle reaches earn the difference by buying and selling, while the downstream ones are users who are eager to get the new machine first. They are the ones who finally pay for the high premium.</p><p>However, the reputation of iPhone 14 has turned this hidden trading market under the water into a game of losing more and winning less. The profits of dealers are still relatively stable, but the enthusiasm of fruit powder suddenly cools down, and the pressure is transmitted to the scalpers.</p><p>Scalpers, who are still immersed in the dream of \"one-machine huge profit\" apple feast and don't want to wake up, suddenly become the object of reverse harvest by hunters.</p><p><b>Farewell to the Golden Age</b></p><p>The scalpers who dare to spend money and gamble on huge profits have witnessed the huge wealth dream created by Apple's mobile phone.</p><p>Twelve years ago, Jobs, wearing a black sweater and jeans, appeared with iPhone 4, which became a milestone in the history of smart phones and opened the golden age of scalpers.</p><p>\"iPhone 4 is an epoch-making product, and the market is extremely enthusiastic. A 5,000 yuan mobile phone, no matter what channel you get it, will be sold for 15,000 yuan.\" Lu Fan, who graduated from 985 University, smelled the business opportunity and started the business of reselling Apple mobile phones. At that time, in order to snap up Apple mobile phones, scalpers took tents and squatted 48 hours in advance in Sanlitun and Joy City, Beijing.</p><p>As Apple's generation of magic machines, the first batch of iPhone 4 sold 1.7 million units in three days, and the supply exceeded the demand. At that time, the first sale time in the domestic market was about four months late. Taking advantage of this time difference, scalpers made a lot of money.</p><p>Lu Fan told Snow Leopard Finance and Economics that he found that Apple stores in Hong Kong were limited to 5 units per person, so he organized a group of people to fly to Hong Kong to queue up, and the largest one earned hundreds of thousands of yuan. \"At that time, a slightly diligent scalper team earned a million in three months.\" Even when the iPhone 4S was launched a year later, it still needed to increase the price by 1,000 yuan to find a scalper to buy the iPhone 4.</p><p>The turning point occurred when the iPhone 8 was launched, which was the first time Fan Lu found Apple's new opportunity cold.</p><p>Lu Fan, who was already an Apple distributor at that time, recalled that iPhone 8 didn't sell very well, the phenomenon of queuing in Apple stores and Zhongguancun was greatly reduced, and many scalpers who hoarded goods at high prices lost money.</p><p>It was also at this time that criticism of Apple's lack of innovation was rampant. From iPhone 5 to iPhone 8, several generations of Apple's products are too similar in shape, like \"four generations under one roof\", and their functions have not been substantially innovated.</p><p>The high-hoped iPhone X gave scalpers a slap in the face with a colder market response. Users don't buy this \"never-before-existing smartphone\". The two most proud innovations of iPhone X-full screen and face recognition-are considered to be not the first.</p><p>The scalpers lose money, and Apple loses even worse. After the poor sales of iPhone X, Apple repeatedly cut production, and its share price once plunged by more than 7%, and its market value of over $60 billion evaporated.</p><p>When iPhone X is cold, Apple's innovation ability is pulled down from the altar, and the space for scalpers to make the difference is gradually shrinking. A new machine usually increases the price by several hundred yuan, which is far from the difficult-to-find machine before iPhone 6S, and the price doubles at every turn.</p><p>The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>At that time, it was a global shortage of cores, and Apple suffered a supply chain crisis. The relationship between supply and demand in a special period has made scalpers find an opportunity. Ye Jingyue concluded afterwards, \"It's not that iPhone 13 is popular, but that Apple didn't have so much stock at the first time, and that time became a good opportunity to make money.\"</p><p>But the iPhone 14 doesn't have such luck. On the one hand, the new machine is almost indistinguishable from the previous generation product. \"Dynamic Island is not flexible\", a number of bugs are exposed, and new functions are repeatedly overturned. On the other hand, Cook learned his lesson and paid more attention to the supply chain management of iPhone 14, and the supply of new machines was very sufficient. Some netizens said that the new Pro version will arrive in about half a month.</p><p>This means that the soil for scalpers to make money is getting poorer and poorer.</p><p><b>The inflection point of prosperity and decline?</b></p><p>After staying up late to watch this year's new product launch conference, Apple enthusiast Hu Yiwen made up his mind to stop looking for scalpers to add money to snap up new machines this year.</p><p>She has bought all iPhone models except the iPhone 14, and on more than one occasion, she has increased the price for a new launch. In her view, showing off the latest iPhone first is not to show off wealth, but to reflect a pursuit of top new technology consumer products. \"This is very geeky\". But the iPhone 14 made her feel, \"It's not geeky at all to grab this overly similar model\".</p><p>This is certainly not a good thing for Cook, who is recognized as more than established and less aggressive.</p><p>Since 1997, when \"extraordinary\" was designated as the slogan, innovation has been regarded as the soul of Apple. During the Steve Jobs era, Apple launched more than one groundbreaking product, and thus secured the top spot in technology companies.</p><p>However, since Cook became CEO in 2011, Apple has rarely made eye-catching innovations, and even gradually reduced from the role of leader to a follower. The iPhone 6, which has achieved sales success, is Apple's first big-screen mobile phone, and is thought to have followed in the footsteps of Samsung and other brands. Dynamic Island and other functions of iPhone 14 have also been questioned to copy Android manufacturers.</p><p>Economist Ren Zeping bluntly said on social platforms that \"Apple is eating from Jobs\", and even thought that 2022 was the turning point of Apple's prosperity and decline.</p><p>There's no denying that Apple under Cook has been a huge success in terms of sales volume and the company's market capitalization. Part of the reason is that Apple's mobile phone, which used to be highly priced, began to \"bow its head\" in pricing.</p><p>Hu Yiwen noticed that since iPhone 11, Apple phones have become \"cheaper\".</p><p>On the one hand, the starting price of the iPhone 11 dropped to 5,499 yuan from 6,499 yuan for the previous generation iPhone XR. On the other hand, the price of flagship machines in Android camp continues to rise. OPPO Find X2 Pro version starts from 5,999 yuan, and Xiaomi 10 Extreme Edition also starts from 5,299 yuan, which is the same or even higher than iPhone. Since then, Apple has continued the strategy of not raising the price of new machines.</p><p>Today, Jobs left behind the old capital is still enough for Apple to eat for a while. According to Counterpoint Research, in Q2 2022, Apple still occupied more than half of the high-end smartphone market, setting a record for iPhone since 2007 with a market share of 57%, and pocketing more than 60% of the profits of global mobile phones.</p><p>Fruit powder like Hu Yiwen will not abandon apples easily. Although the innovation is insufficient, the annual hardware (mainly chips) steady update and software system stability still have a huge appeal to them.</p><p>In other words, the huge potential energy created in the Jobs era is enough to keep the Apple empire, which is slightly mediocre in innovation, gliding forward by inertia. However, as the apple's aura fades, the chilling cicadas who know autumn have faintly smelled the chill and perceived the consequences of lack of innovation.</p><p>For Lu Fan, a mobile phone dealer who relies on Apple to eat, Apple is still the bulk of his revenue. \"The failure of scalpers will not affect all this, and the sun will rise as usual\".</p><p>The scalpers who make money by scarcity and time difference have no time to be sad about this. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p>Ye Jingyue has made every effort to fight Huawei Mate 50. He told Snow Leopard Finance and Economics that the premium level of Huawei's new machine has been relatively stable. At present, the lowest price has to be increased by 1,000 yuan, and the rarest Porsche model has been fired to more than 25,000 yuan, nearly double the original price (12,999 yuan).</p><p>For Apple, which is still standing at the top of the pyramid, the world's top software and hardware integration, the iPhone 14 can't be a swan song. However, the final chapter of the scalpers' dream of getting rich may play a prelude to the end of Apple's lying and winning.</p><p>(The characters in this article are all pseudonyms)</p><p></body></html></p>","source":"lsy1634697401643","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Jobs' old book ate for 11 years: fat Cook, thin scalper</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nJobs' old book ate for 11 years: fat Cook, thin scalper\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">雪豹财经社</strong><span class=\"h-time small\">2022-09-26 15:18</span>\n</p>\n</h4>\n</header>\n<article>\n<p><html><head></head><body>Text/Yan Xuegong</p><p>A scalper has made six figures this year, a third of what he had earned in previous years, but he is already the best among the scalpers. This year's market is destined to make less and lose more, and some scalpers have lost four to five hundred thousand yuan. The scalpers who once made a lot of money on Apple stumbled after the launch of iPhone 14.</p><p>Apple, under the helm of Jobs, once built a golden age of overnight wealth for scalpers. The turning point happened when the iPhone 8 was launched, and some dealers found Apple's new opportunity cold for the first time. The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>Apple sits firmly on the throne of the world's highest technology company by market value, but Cook, who has achieved great commercial success in charge of this super aircraft carrier, seems to have not dispelled the doubts of the outside world. In the eyes of some fruit fans, Apple is losing its soul of innovation and gradually becoming a mediocre wealth-making company.</p><p>Jobs' old capital has eaten for 11 years, and Apple once again ushered in the embarrassing moment of word-of-mouth overturning.</p><p>The iPhone 14, which was criticized for \"no innovation and loss of soul\", was left out by consumers and spat out by Big V. It also made the \"scalpers\" who made a lot of money in the Steve Jobs era step into the pit, and some people lost hundreds of thousands of yuan a day. The once golden apple has become a bitter fruit that is difficult to swallow in the eyes of many scalpers.</p><p>In the past 11 years, with its dazzling brand aura and huge commercial potential energy, Apple has firmly sat on the throne of the world's highest technology company by market value, with its revenue increasing by nearly 2.5 times and its market value by more than 6 times. But Cook, who is in charge of this super aircraft carrier and has achieved great commercial success, still seems to have not dispelled the outside world's doubts.</p><p>The topic of \"Cook taking down Apple's innovation label\" has set off a wave of discussion after almost every new product release. Jobs' daughter spat on iPhone 14 as nothing new. Economist Ren Zeping bluntly said that \"iPhone 14 may be a sign of Apple's prosperity and decline\".</p><p>The rollover of iPhone 14 woke up the scalpers who were still immersed in the old feast carnival. The frenzy of the Jobs era is still alive, but the chill has arrived. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p><b>A bet that must be lost</b></p><p>\"I made perfect preparations, but I didn't expect to lose 40,000 to 50,000 yuan.\" Ye Jingyue, who has been a scalper for three years, sighed and summarized her battle situation since the iPhone 14 was released for three days.</p><p>In order to fight the annual battle of new Apple products, the experienced Ye Jingyue has drawn up a detailed plan.</p><p>At 7 o'clock on the morning of September 16th, he and his team squatted in three Apple stores in Chaoyang Joy City, Sanlitun and Heshenghui, Beijing respectively. \"There are only three people in our team, including 15 temporarily hired foreign aid queues.\"</p><p>They hire people to queue up for 100 yuan each. These people may be students and housewives, and they will be paid whether they grab it or not. Ye Jingyue's team of three people squatted on the side. If the hired people grabbed the mobile phones, they would show up to pay, and then take the new phones to sell them to the users in line at an increase.</p><p>Ye Jingyue, who has done enough homework, has a clear goal. The night before Apple's release date, he gave the foreign aid a task: \"This year, we only grab iPhone 14 Pro and Pro Max, and purple is the top priority style.\"</p><p>On the first day, he grabbed two 14 Pros at the original price, sold them at an increase of 1,000 yuan, and earned 2,000 yuan. But then after acquiring more than 20 units from users at a premium of 1,500 yuan, he began to lose money. \"When I first got the mobile phone, I felt very happy. I thought of reselling one with a price increase of about 3,000 yuan, and each one still had a profit of 1,500 yuan.\" He told Snow Leopard Finance and Economics, \"But after I got the mobile phone, I found that it couldn't be sold at all.\"</p><p>The diving of Apple's new machine premium is faster than Ye Jingyue imagined. By noon that day, he had noticed something was wrong, and only shouted at the \"original price\" of the premium of 1,500 yuan, but no one cared about it. On the first day, most of Ye Jingyue's mobile phones were sold at a price increase of about 600 yuan, losing 20,000 yuan. In the next two days, as the premium of Apple's new machine dived in the scalper market, the loss gradually expanded.</p><p>Ye Jingyue is far more than the only scalper who has stumbled on Apple's new products.</p><p>\"The scalpers lost their bet, and there is no winner this year.\" Lu Fan, who has been a mobile phone dealer since the iPhone 4 era, told Snow Leopard Finance and Economics, \"The price was too high before the sale this year. After I got the machine before the sale, my peers all set the premium of the purple model of 14 Pro Max at about 3,000 yuan, and the ultra-high profit aroused the gambling nature of the scalpers.\"</p><p>Most of the first batch of 14 Pros that Lu Fan got were \"robbed\" by scalpers with a price increase of more than 1,500 yuan. \"No way, they gave too much\".</p><p><img src=\"https://static.tigerbbs.com/c574cba0d5ceaa884d5e2767fe3b96b7\" tg-width=\"550\" tg-height=\"227\" referrerpolicy=\"no-referrer\"/><img src=\"https://static.tigerbbs.com/8a3bed490702142b38c2567108d3af6f\" tg-width=\"550\" tg-height=\"255\" referrerpolicy=\"no-referrer\"/>Price comparison between the first day and 3 days after the sale Source: provided by Lu Fan</p><p>Lu Fan has dealt with scalpers for many years, and he divides the scalper party into three levels: high, middle and low.</p><p>At the lowest level are the newbies who follow the trend, and these people have lost the worst this year. The intermediate has their own team and can snap up mobile phones at the original price. Senior scalpers can be one step ahead and have ordered goods from dealers before they are released. According to this year's market, only senior scalpers have the opportunity to make a small profit.</p><p>Li Nan, who ordered a batch of new machines directly from dealers, is one of the lucky ones who made a small profit. But in his view, \"For products like Apple, a small profit is a loss.\"</p><p>Li Nan told Snow Leopard Finance and Economics that before every order, he would receive pre-orders from customer groups and personal friends to determine the purchase quantity. However, the number of customers booking this year has decreased significantly, \"at least more than half less\".</p><p>Loyal customers who have raised prices to buy new Apple machines have calmed down a lot this year. Most of their reasons for no longer enthusiastic point to criticism of the iPhone 14's lack of innovation. A customer told Li Nan, \"I don't think it is worth showing off to be the first to get a mobile phone very similar to the iPhone 13 in my hand.\"</p><p>If the fruit powder is calm, the scalper's wallet will inevitably shrink.</p><p>Li Nan earned six figures this year, only 1/3 of what she earned in previous years, but she is already a leader among scalpers. He told Snow Leopard Finance and Economics that this year's market is destined to make less and lose more, and some peers have already lost 400,000 to 500,000 yuan.</p><p><b>Retail Investors Backstab Scalpers</b></p><p>\"Thank you, Huang Niu Jun.\" Liu Wei posted such a circle of friends on the night of the first day that Apple's new machine went on sale.</p><p>On the same day, after he bought two iPhone 14 Pro, he was stopped by the scalper at the door. Each one increased the price by 1,800 yuan and sold the mobile phone to the other party, earning a difference of 3,600 yuan.</p><p>Liu Wei, who smelled the business opportunity, called several classmates that night to snap up the iPhone 14 Pro together. In his opinion, it was a sure-fire business. It is best to sell it to scalpers, and you can get an unconditional refund for 14 days if you can't sell it. He said with a smile, \"There will always be scalpers taking over.\"</p><p>Individual retail investors like Liu Wei, who harvest scalpers in reverse, are called \"scalper hunters\" on the Internet. Among the foreign aid of the scalper team, some people also figured out the door and began to \"back stab\" the scalper.</p><p>Among the foreign aid hired by Ye Jingyue to queue up, two people snapped up the new machine and \"reversed water\" on the spot. They refused to pay for Ye Jingyue's team. Instead, they bought their own mobile phones and sold them to another wave of scalpers at a high price when they went out. In Ye Jingyue's view, \"I'm simply working for them.\"</p><p>The more advanced cattle hunters in Lu Fan's eyes were apple dealers.</p><p>In order to heat up the market, big dealers released the news after getting the mobile phone, jointly raised the price of new products to a very high level, and targeted the purple iPhone 14 Pro Max as this year's \"premium king\". The first batch of premium mobile phones did not flow to ordinary users, but most of them were sold to scalpers at high prices.</p><p>In the past, the Apple scalper market was like a funnel. The most upstream dealers own a portion of stable profits and certain premium rights. The scalpers in the middle reaches earn the difference by buying and selling, while the downstream ones are users who are eager to get the new machine first. They are the ones who finally pay for the high premium.</p><p>However, the reputation of iPhone 14 has turned this hidden trading market under the water into a game of losing more and winning less. The profits of dealers are still relatively stable, but the enthusiasm of fruit powder suddenly cools down, and the pressure is transmitted to the scalpers.</p><p>Scalpers, who are still immersed in the dream of \"one-machine huge profit\" apple feast and don't want to wake up, suddenly become the object of reverse harvest by hunters.</p><p><b>Farewell to the Golden Age</b></p><p>The scalpers who dare to spend money and gamble on huge profits have witnessed the huge wealth dream created by Apple's mobile phone.</p><p>Twelve years ago, Jobs, wearing a black sweater and jeans, appeared with iPhone 4, which became a milestone in the history of smart phones and opened the golden age of scalpers.</p><p>\"iPhone 4 is an epoch-making product, and the market is extremely enthusiastic. A 5,000 yuan mobile phone, no matter what channel you get it, will be sold for 15,000 yuan.\" Lu Fan, who graduated from 985 University, smelled the business opportunity and started the business of reselling Apple mobile phones. At that time, in order to snap up Apple mobile phones, scalpers took tents and squatted 48 hours in advance in Sanlitun and Joy City, Beijing.</p><p>As Apple's generation of magic machines, the first batch of iPhone 4 sold 1.7 million units in three days, and the supply exceeded the demand. At that time, the first sale time in the domestic market was about four months late. Taking advantage of this time difference, scalpers made a lot of money.</p><p>Lu Fan told Snow Leopard Finance and Economics that he found that Apple stores in Hong Kong were limited to 5 units per person, so he organized a group of people to fly to Hong Kong to queue up, and the largest one earned hundreds of thousands of yuan. \"At that time, a slightly diligent scalper team earned a million in three months.\" Even when the iPhone 4S was launched a year later, it still needed to increase the price by 1,000 yuan to find a scalper to buy the iPhone 4.</p><p>The turning point occurred when the iPhone 8 was launched, which was the first time Fan Lu found Apple's new opportunity cold.</p><p>Lu Fan, who was already an Apple distributor at that time, recalled that iPhone 8 didn't sell very well, the phenomenon of queuing in Apple stores and Zhongguancun was greatly reduced, and many scalpers who hoarded goods at high prices lost money.</p><p>It was also at this time that criticism of Apple's lack of innovation was rampant. From iPhone 5 to iPhone 8, several generations of Apple's products are too similar in shape, like \"four generations under one roof\", and their functions have not been substantially innovated.</p><p>The high-hoped iPhone X gave scalpers a slap in the face with a colder market response. Users don't buy this \"never-before-existing smartphone\". The two most proud innovations of iPhone X-full screen and face recognition-are considered to be not the first.</p><p>The scalpers lose money, and Apple loses even worse. After the poor sales of iPhone X, Apple repeatedly cut production, and its share price once plunged by more than 7%, and its market value of over $60 billion evaporated.</p><p>When iPhone X is cold, Apple's innovation ability is pulled down from the altar, and the space for scalpers to make the difference is gradually shrinking. A new machine usually increases the price by several hundred yuan, which is far from the difficult-to-find machine before iPhone 6S, and the price doubles at every turn.</p><p>The iPhone 13 released last year became the last residual temperature of the scalper business boom.</p><p>At that time, it was a global shortage of cores, and Apple suffered a supply chain crisis. The relationship between supply and demand in a special period has made scalpers find an opportunity. Ye Jingyue concluded afterwards, \"It's not that iPhone 13 is popular, but that Apple didn't have so much stock at the first time, and that time became a good opportunity to make money.\"</p><p>But the iPhone 14 doesn't have such luck. On the one hand, the new machine is almost indistinguishable from the previous generation product. \"Dynamic Island is not flexible\", a number of bugs are exposed, and new functions are repeatedly overturned. On the other hand, Cook learned his lesson and paid more attention to the supply chain management of iPhone 14, and the supply of new machines was very sufficient. Some netizens said that the new Pro version will arrive in about half a month.</p><p>This means that the soil for scalpers to make money is getting poorer and poorer.</p><p><b>The inflection point of prosperity and decline?</b></p><p>After staying up late to watch this year's new product launch conference, Apple enthusiast Hu Yiwen made up his mind to stop looking for scalpers to add money to snap up new machines this year.</p><p>She has bought all iPhone models except the iPhone 14, and on more than one occasion, she has increased the price for a new launch. In her view, showing off the latest iPhone first is not to show off wealth, but to reflect a pursuit of top new technology consumer products. \"This is very geeky\". But the iPhone 14 made her feel, \"It's not geeky at all to grab this overly similar model\".</p><p>This is certainly not a good thing for Cook, who is recognized as more than established and less aggressive.</p><p>Since 1997, when \"extraordinary\" was designated as the slogan, innovation has been regarded as the soul of Apple. During the Steve Jobs era, Apple launched more than one groundbreaking product, and thus secured the top spot in technology companies.</p><p>However, since Cook became CEO in 2011, Apple has rarely made eye-catching innovations, and even gradually reduced from the role of leader to a follower. The iPhone 6, which has achieved sales success, is Apple's first big-screen mobile phone, and is thought to have followed in the footsteps of Samsung and other brands. Dynamic Island and other functions of iPhone 14 have also been questioned to copy Android manufacturers.</p><p>Economist Ren Zeping bluntly said on social platforms that \"Apple is eating from Jobs\", and even thought that 2022 was the turning point of Apple's prosperity and decline.</p><p>There's no denying that Apple under Cook has been a huge success in terms of sales volume and the company's market capitalization. Part of the reason is that Apple's mobile phone, which used to be highly priced, began to \"bow its head\" in pricing.</p><p>Hu Yiwen noticed that since iPhone 11, Apple phones have become \"cheaper\".</p><p>On the one hand, the starting price of the iPhone 11 dropped to 5,499 yuan from 6,499 yuan for the previous generation iPhone XR. On the other hand, the price of flagship machines in Android camp continues to rise. OPPO Find X2 Pro version starts from 5,999 yuan, and Xiaomi 10 Extreme Edition also starts from 5,299 yuan, which is the same or even higher than iPhone. Since then, Apple has continued the strategy of not raising the price of new machines.</p><p>Today, Jobs left behind the old capital is still enough for Apple to eat for a while. According to Counterpoint Research, in Q2 2022, Apple still occupied more than half of the high-end smartphone market, setting a record for iPhone since 2007 with a market share of 57%, and pocketing more than 60% of the profits of global mobile phones.</p><p>Fruit powder like Hu Yiwen will not abandon apples easily. Although the innovation is insufficient, the annual hardware (mainly chips) steady update and software system stability still have a huge appeal to them.</p><p>In other words, the huge potential energy created in the Jobs era is enough to keep the Apple empire, which is slightly mediocre in innovation, gliding forward by inertia. However, as the apple's aura fades, the chilling cicadas who know autumn have faintly smelled the chill and perceived the consequences of lack of innovation.</p><p>For Lu Fan, a mobile phone dealer who relies on Apple to eat, Apple is still the bulk of his revenue. \"The failure of scalpers will not affect all this, and the sun will rise as usual\".</p><p>The scalpers who make money by scarcity and time difference have no time to be sad about this. Rushing to the next battlefield without stopping to earn more profits was their top priority.</p><p>Ye Jingyue has made every effort to fight Huawei Mate 50. He told Snow Leopard Finance and Economics that the premium level of Huawei's new machine has been relatively stable. At present, the lowest price has to be increased by 1,000 yuan, and the rarest Porsche model has been fired to more than 25,000 yuan, nearly double the original price (12,999 yuan).</p><p>For Apple, which is still standing at the top of the pyramid, the world's top software and hardware integration, the iPhone 14 can't be a swan song. However, the final chapter of the scalpers' dream of getting rich may play a prelude to the end of Apple's lying and winning.</p><p>(The characters in this article are all pseudonyms)</p><p></body></html></p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"http://finance.sina.com.cn/tech/csj/2022-09-26/doc-imqqsmrp0494572.shtml\">雪豹财经社</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/e5f2cbfd4e34e8ec82c7adfe60fe60a9","relate_stocks":{"AAPL":"苹果"},"source_url":"http://finance.sina.com.cn/tech/csj/2022-09-26/doc-imqqsmrp0494572.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1140617695","content_text":"文/闫学功一位黄牛今年赚了六位数，只有往年的三分之一，但在黄牛党中已算佼佼者。今年的市场注定赚少赔多，有黄牛已亏了四五十万元。曾靠苹果赚得盆满钵满的黄牛们在iPhone 14推出后栽了跟头。乔布斯掌舵下的苹果，曾为黄牛构筑了一夜暴富的黄金时代。转折点发生在iPhone 8推出时，有经销商头一次发现苹果新机遇冷。而去年发布的iPhone 13，成了黄牛生意热潮最后的余温。苹果稳坐全球市值最高科技公司宝座，但执掌这艘超级航母取得巨大商业成功的库克，却似乎仍未打消外界的质疑。在一些果粉眼中，苹果正在失去创新的灵魂，逐渐沦为一家平庸的造富公司。乔布斯的老本吃了11年，苹果又一次迎来了口碑翻车的尴尬时刻。被诟病“毫无创新，失去灵魂”的iPhone 14，被消费者冷落，被大V吐槽，也让在乔布斯时代赚得盆满钵满的“黄牛们”踩到了坑里，有人一天净亏几十万元。曾经的金苹果，成为不少黄牛眼中难以下咽的苦果。11年来，凭借耀眼的品牌光环和巨大的商业势能，苹果稳坐全球市值最高科技公司宝座，营收增长了近2.5倍，市值涨了6倍多。但执掌这艘超级航母并取得巨大商业成功的库克，却似乎仍未打消外界的质疑。关于“库克揭下苹果创新标签”的话题，在几乎每一次新品发布后都会掀起一波讨论的热潮。乔布斯女儿吐槽iPhone 14毫无新意，经济学家任泽平直言“iPhone 14可能是苹果盛极而衰的标志”。iPhone 14的翻车，惊醒了还沉浸在昔日盛宴狂欢中的黄牛们。乔布斯时代的狂热余温尚存，但寒意已至。马不停蹄地奔赴下一个战场，赚取更多利润，才是他们的当务之急。一场必输的赌局“做了万全的准备，没想到还是亏了四五万。”做了3年黄牛的叶静跃叹了口气，总结iPhone 14发售3天以来自己的战况。为了打好一年一度的苹果新品之战，经验丰富的叶静跃拟定了一份翔实的方案。9月16日早上7点，他和他的团队便分别在北京朝阳大悦城、三里屯和合生汇的3家苹果门店蹲守。“我们团队只有3人，算上临时雇的排队外援，有15个。”他们以每人100元的价格雇人排队抢售，这些人可能是学生、家庭主妇，不管抢没抢到都会付报酬。叶静跃团队3人则在一旁蹲守，如果雇来的人抢到手机，他们就会现身付款，随后便拿着新机向排队的用户加价售卖。做足功课的叶静跃目标十分清晰。苹果发售日前一天晚上，他便给外援们下了任务：“今年只抢iPhone 14 Pro和Pro Max，紫色是最优先款式。”第一天，他以原价抢到了两台14 Pro，转手加价1000元卖出，赚了2000元。但随后以1500元的溢价从用户手中收购了20多台后，他便开始亏损。“刚拿到手机时觉得很开心，想着一台加价3000元左右倒卖，每台还有1500元的利润。”他告诉雪豹财经社，“但手机到手后，发现根本卖不出去。”苹果新机溢价的跳水，比叶静跃想象中来得快。他到当天中午已经觉察不对，只以1500元溢价的“原价”吆喝，但已无人问津。第一天，叶静跃大部分手机加价600元左右卖出，亏了两万元。此后两天，随着苹果新机溢价在黄牛市场的跳水，亏损逐渐扩大。在苹果新品上栽了跟头的黄牛，远不止叶静跃一人。“黄牛们赌输了，今年没有赢家。”从iPhone 4时代开始做手机经销商的吕樊告诉雪豹财经社，“今年发售前价格被炒得太高，我在发售前拿到机子后，同行们都将14 Pro Max紫色款的溢价定在3000元左右，超高利润唤起了黄牛们的赌性。”吕樊拿到的第一批14 Pro，绝大部分被加价1500元以上的黄牛们“抢”走了，“没办法，他们给的太多了”。首日与发售3日后价格对比 图源：吕樊提供吕樊长年跟黄牛打交道，他将黄牛党分为高中低三个层级。最低层级的是跟风的新手，这些人今年赔得最惨。中级的自己有团队，能以原价抢购到手机。高级黄牛则能够先人一步，在发售前便已从销商手中订到货。按照今年的行情，只有高级黄牛才有机会小赚一笔。从经销商手中直接预订了一批新机的李楠，是小赚一笔的幸运儿之一。但在他看来，“对于苹果这种产品来说，小赚就是亏。”李楠告诉雪豹财经社，他每次订货前，都会在客户群和个人好友那里收到预订单，以此来确定进货数量。但今年预订的客户明显减少，“起码少了一大半”。曾不惜加价购买苹果新机的忠实客户今年冷静了许多，他们不再热忱的理由大多指向对iPhone 14缺乏创新的诟病。有客户告诉李楠，“我不觉得率先拿到一款与我手中iPhone 13极其相似的手机，有什么炫耀的价值。”果粉冷静，黄牛的钱包必然缩水。李楠今年赚了六位数，只有往年的1/3，但在黄牛党中已经算是佼佼者。他告诉雪豹财经社，今年的市场注定赚少赔多，有的同行已经亏了四五十万元。散户背刺黄牛“谢谢你，黄牛君。”苹果新机开售首日晚上，刘威发表了这样一条朋友圈。当天，他买到两台iPhone 14 Pro后，便被门口的黄牛拦下，每台加价1800元把手机卖给对方，赚了3600元差价。嗅到商机的刘威当晚便召集了几个同学，一起去抢购iPhone 14 Pro。在他看来，这是一桩稳赚不赔的生意。能卖给黄牛最好，卖不出去还可以14天无条件退款。他笑称，“总会有黄牛们接盘。”像刘威这样反向收割黄牛的个人散户，在网上被称为“黄牛猎手”。黄牛团队的外援中，也有人摸清了门道，开始“背刺”黄牛。叶静跃雇来排队的外援中，有两个人抢购到新机后当场“反水”，拒绝叶静跃团队代为付钱，而是自己买下手机，出门就高价转手卖给了另一波黄牛。在叶静跃看来，“我简直是在给他们打工。”吕樊眼中更高级的黄牛猎手，是苹果经销商。为了炒热市场，大经销商们在拿到手机后就对外放出消息，联合将新品价格炒到很高，并瞄定紫色iPhone 14 Pro Max为今年的“溢价王”。第一批溢价手机没有多少流到普通用户手中，而是大部分高价卖给了黄牛。以往的苹果黄牛市场就像一个漏斗。最上游的经销商拥有一部分稳定的利润和一定的溢价权。中游的黄牛通过倒买倒卖赚取差价，最下游的是急于抢先拿到新机的用户，他们是最终为高溢价买单的人。但iPhone 14的口碑翻车，让这个水面下的隐秘交易市场，变成了一个输多赢少的牌局。经销商的利润仍然相对稳定，但果粉的热情骤然降温，压力便被传导到了黄牛们身上。依旧沉浸在“一机暴利”的苹果盛宴梦中不愿醒来的黄牛，突然成了被猎手们反向收割的对象。告别黄金时代敢砸钱赌暴利的黄牛们，曾见证过苹果手机造就的巨大财富梦幻。12年前，身穿黑色毛衣、牛仔裤的乔布斯手拿iPhone 4亮相，成为智能手机历史上的里程碑，也开启了黄牛的黄金时代。“iPhone 4算是划时代的产品，市场热情的不得了，一台5000元的手机，不管任何渠道拿到，转手就是15000元卖出去。”985高校毕业的吕樊嗅到商机，做起了倒卖苹果手机的生意。当时，为了抢购苹果手机，黄牛们带着帐篷，在北京三里屯和大悦城提前48小时蹲守。作为苹果的一代神机，首批iPhone 4上市3天就售出了170万部，而且供不应求。当时，国内市场的首售时间晚了4个月左右，利用这段时间差，黄牛们赚得盆满钵满。吕樊告诉雪豹财经社，他当时发现香港的苹果店每人限购5台，于是组织了一行人坐飞机去香港排队，最大的一单赚了几十万元。“那时候稍微勤快点的黄牛团队，3个月下来赚百万都算少的。”甚至一年后iPhone 4S推出时，找黄牛买iPhone 4仍需要加价1000元。转折点发生在iPhone 8推出时，那是吕樊头一次发现苹果新机遇冷。当时已经是苹果经销商的吕樊回忆道，iPhone 8卖得不是很好，苹果门店和中关村排队的现象大幅减少，不少高价囤货的黄牛党亏了钱。也正是在这个时候，外界对苹果缺乏创新的批判甚嚣尘上。从iPhone 5到iPhone 8，苹果几代产品被吐槽外形过于相似，好比“四世同堂”，功能也没有实质性革新。被寄予厚望的iPhone X，以更冷淡的市场反应给了黄牛们一记耳光。用户对这款号称“从未有过的智能手机”并不买账，iPhone X 最得意的两个创新——全面屏和人脸识别，被认为早已不是首创。黄牛们亏钱，苹果损失更惨。iPhone X销量不佳后苹果屡次减产，股价一度暴跌7%以上，超600亿美元市值蒸发。iPhone X遇冷，苹果的创新能力被拉下神坛，黄牛们赚差价的空间日渐缩小。一台新机通常加价小几百元，与iPhone 6S之前的一机难求、动辄价格翻倍相差甚远。去年发布的iPhone 13，成了黄牛生意热潮最后的余温。彼时正值全球缺芯，苹果遭遇供应链危机。特殊时期的供需关系，让黄牛们找到了可乘之机。叶静跃事后总结道，“并不是iPhone 13多受欢迎，而是苹果在第一时间没有那么多备货，那个时间点就成了赚钱的好机会。”但iPhone 14没有这样的幸运。一方面，新机被吐槽与上一代产品几乎毫无区别，“灵动岛不灵动”，多项bug曝光，新功能屡屡翻车。另一方面，库克吸取教训，更注重iPhone 14的供应链管理，新机供货十分充足。有网友表示，Pro版本新机等半个月左右便可到货。这意味着，黄牛赚钱的土壤越来越贫瘠。盛极而衰的拐点？熬夜看完今年的新品发布会后，苹果发烧友胡艺文下定决心，今年不再找黄牛加钱抢购新机。她买过iPhone 14以外的所有iPhone机型，而且不止一次加价购买首发新机。在她看来，抢先一步晒出最新款iPhone并非炫富，而是体现一种对顶级新科技消费产品的追求，“这很极客”。但iPhone 14让她觉得，“抢这种过度相似的机型一点也不极客”。对被公认守成有余、进取不足的库克而言，这当然不是件好事。从1997年将“不同凡响”定为slogan开始，创新便被视为苹果的灵魂。在乔布斯时代，苹果曾推出不止一款开创性的产品，并凭此坐稳了科技公司的头把交椅。但自2011年库克担任CEO以来，苹果便鲜有令人眼前一亮的创新，甚至从引领者的角色逐渐沦为追随者。在销量上取得成功的iPhone 6，是苹果首次推出大屏手机，被认为步了三星等品牌的后尘。iPhone 14的灵动岛等功能，也被质疑抄袭安卓厂商。经济学家任泽平在社交平台上直言，“苹果是在吃乔布斯的老本”，甚至认为2022年是苹果盛极而衰的转折点。不可否认，从销量和公司市值来看，库克掌舵下的苹果取得了巨大的成功。部分原因在于，昔日价格高高在上的苹果手机，在定价上开始“低头”。胡艺文注意到，从iPhone 11开始，苹果手机变得“便宜起来”。一方面，iPhone 11的起售价从上一代产品iPhone XR的6499元降至5499元。另一方面，安卓阵营的旗舰机价格持续上涨，OPPO Find X2 Pro版本5999元起，小米10至尊版也要5299元起，与iPhone持平甚至更高。此后，苹果一直延续新机不涨价的策略。如今，乔布斯留下的老本仍然够苹果吃上一阵子。据Counterpoint Research数据，2022年Q2，苹果在高端智能手机市场仍占据着过半江山，以57%的市场份额创下iPhone自2007年以来的历史纪录，并将全球手机六成多的利润收入囊中。胡艺文这样的果粉也不会轻易抛弃苹果。虽然创新不足，但一年一度的硬件（主要是芯片）稳定更新、软件系统稳定，仍对他们有巨大的吸引力。换句话说，乔布斯时代创造的巨大势能，足以让在创新方面略显平庸的苹果帝国靠惯性继续向前滑行。但随着苹果光环褪色，知秋的寒蝉已经隐隐嗅到寒意，感知到创新乏力的后果。对于靠苹果吃饭的手机经销商吕樊而言，苹果仍然是他营收的大头，“黄牛的失败与否，不影响这一切，太阳照常升起”。靠稀缺性和时间差赚钱的黄牛们则无暇为此悲春伤秋。马不停蹄地奔赴下一个战场，赚取更多利润，才是他们的当务之急。叶静跃已全力转战华为Mate 50。他告诉雪豹财经社，华为新机溢价水平一直比较稳定，目前最低配都要加价1000元，最稀有的保时捷款已被炒到了2.5万元以上，较原价（12999元）翻了近一倍。对于仍站在金字塔尖的全球顶级软硬件一体的苹果公司而言，iPhone 14不可能成为绝唱。但黄牛们暴富梦的终章，或许将为苹果躺赢的终结，奏响一段前奏。（本文人物均为化名）","news_type":1,"symbols_score_info":{"AAPL":0.9}},"isVote":1,"tweetType":1,"viewCount":3075,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}