On July 16 this year, the annual Apple educational discounts and back-to-school promotions began again. The educational discounts are superimposed on the back-to-school promotions, which is Apple's official annual discount activity.
Taking this year's event as an example, you can get a discount of 9-9.5% when you buy an Apple tablet or computer, and you can also get a second-generation AirPods wireless headset. The two discounts are superimposed, and you can basically get a discount of more than 1,000 yuan on the basis of the original price. .
For students coming to the end of their summer vacation, this is the last time to get your hands on Apple products.
Therefore, educational discounts and back-to-school promotions (hereinafter collectively referred to as educational discounts) have also become Apple's official most anticipated discounts every year.
Basically, after April and May every year, many people start to look forward to Apple's educational discount activities. After the launch of the educational discount every year, it will also trigger a lot of discussions on the Internet.
For example, the education promotions in 2021 and 2020 have attracted a large number of employers on Zhihu.
The school season is coming, why is Apple's education discount so popular?
The school season is coming, why is Apple's education discount so popular?
So, why does Apple, which does not discount all the year round, launch educational discounts every summer?
1. Demonstration of education and the role of advertising
As we all know, Apple's education discounts are only for the following groups of people:
The school season is coming, why is Apple's education discount so popular?
To put it simply, the people who can enjoy the educational discounts are college students and teachers and staff of all domestic schools.
First of all, let’s look at the staff. As a group of people who are already working and have stable income, it is obviously not as justifiable to benefit this group of educational discounts as the group of students who have no income yet. The secret here lies in the natural advertising role of education.
Teachers are the most exemplary group for students, and their words and deeds will trigger corresponding responses from students.
In the classroom, when a teacher opens the Apple notebook, every student under the podium will see it.
Every time the teacher opens it, the student's impression of the Apple notebook will deepen.
When more and more teachers use Apple products, students' yearning for Apple products will form a superposition effect.
With a discount of less than 1,000 yuan, in exchange telemarketing list for advertisements covering dozens of people multiple times a day, this transaction is very cost-effective.
2. College students lead the future consumption trend
The broadest audience for Apple's educational offers are college students.
Compared with the group of faculty and staff, the group of college students has no income at this stage, and giving certain preferential treatment can gain the favor of the group of college students.
But more importantly, compared with other groups, the college student group has two unique characteristics that are more conducive to the long-term value of the brand.
1) The interaction between college students is huge
When a person enters university life, his main social relationship in the next few years will be composed of classmates. Students in a dormitory, a class, and a department will have various contrasting and influencing relationships.
Once some students use Apple products and display them intentionally or unintentionally in dormitories, classrooms, libraries and other environments, it will have a great impact on neighboring students. Even if these students cannot afford short-term consumption, it will also affect the These products form yearning.
In the early years, Facebook went viral on college campuses, thanks to the power of mutual influence among students. At first, some influential students in the school signed up to Facebook.