Since the night of May 31, many authorized Apple retail chains in Vietnam such as Viettel Store, FPT Shop, Hoang Ha Mobile... have simultaneously removed Apple products (iPhone, Macbook...) from the shopping cart on the e-commerce platform TikTok Shop. This is a request from Apple when the brand realized that the chains were selling its products without written permission. This violated the terms of the agreement signed by both parties.
According to many experts and representatives from sellers, Apple's request to stop selling iPhones, Macbooks... on TikTok Shop has two main reasons: selling branded products on TikTok Shop will cause market imbalance and negatively affect brand image.
Best-selling Apple products on e-commerce platforms in the first 5 months of 2024
According to the e-commerce market data platform Metric, before the request to stop selling, Apple products (including iPhone, Macbook, iPad, Airpods, Apple Watch) were selling quite well on TikTok Shop.
In the first 5 months of 2024 alone, this product group brought in nearly 203 billion VND to dealers with 9,236 products sold, an increase of 955% in revenue over the same period last year - a record growth rate.
In the first 5 months, sales of this product group on TikTok Shop reached more than 83% compared to the whole year of 2023. In particular, iPhone 15 is the best-selling product line on this platform.
In 2023, old iPad and iPhone products at cheap prices appeared everywhere on TikTok Shop. Even with just a few hundred thousand VND, consumers can buy an iPhone 5 or more than 1 million to have an iPad.
Apple brand overview in the first 5 months of 2024 on TikTok shop
According to data from Metric, if in 2023, the price range from 25 - 30 million VND brought in the most revenue, then in 2024, the common price range is from about 30 - 40 million VND.
Apple branded products began to see remarkable revenue growth from September 2023 - the time the iPhone 15 product line was officially launched. At that time, many large retail chains organized livestreams on the TikTok Shop platform and received positive figures (typically, FPT Shop earned 1 million USD when launching this product line).
On the TikTok Shop platform, the top 10 sellers of Apple branded products are familiar retail chains such as FPT Shop, Clickbuy, Viettel Store Official, Mobile Vietnam... Of which, FPT Shop has accounted for more than 50% of the market share.
In fact, many retail chains have been successfully selling Apple products on the TikTok Shop platform with positive growth every year. Therefore, Apple's request to stop selling iPhones and Macbooks on this platform has somewhat affected the business strategies of the sellers.
Source: https://nld.com.vn/iphone-ipad-macbook-duoc-kinh-doanh-the-nao-tren-tiktok-shop-truoc-khi-co-yeu-cau-dung-ban-196240605153312368.htm
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