Reservation System Yields Orderly Launch of New iPad in China

[MacRumors]

As noted by The Next Web, Apple today launched the third-generation iPad in China to small, orderly crowds, avoiding a repeat of the chaotic iPhone 4S launch back in January that forced Apple to temporarily halt in-store sales of the device in the country.

Security staff monitor quiet iPad launch at Apple's Sanlitun retail store in Beijing​

The iPad launch appears to have gone much more smoothly in part due to a reservation system the company deployed to help minimize lines and thwart scalpers seeking to soak up available supplies and resell the devices for significant profits. Prospective customers were required to pre-register for their in-store purchases by noon yesterday, with customers receiving designated appointment times today to come pick up their iPads.

As of now, today, there is no sign of the scalper contingent, which is typically out in full force for Apple product launches in China - the computer giant's second largest market.

According to staff at the Sanliutin Apple Store, iPad sales will continue to be reservation-only indefinitely. Customers can reserve the new iPad daily from 9am-12pm and will be assigned a pickup time for the following day or later.

Crowds at the Sanlitun store were sparse under the new reservation system, with the store opening two hours early at 8:00 AM but with only ten people in line by 8:30.

Article Link: Reservation System Yields Orderly Launch of New iPad in China

 

[Mad-B-One]

I just imagined that system for Black Friday: "No ma'm. You have had to register yesterday to get the 5-for-$1 socks. Besides, your reservation to enter the store is for in two hours. Back of the line please!"

 

[abhishake]

Or if you had to order food like this..

What if this turns out to be the future for Apple product launches?

 

[joesegh]

Now I wonder why Apple doesn't just make this a standard process for all of their product launches. They did it with the iPhone 4 and 4S and it worked well, but the iPad launches were all a mess without it.

 

[lifeinhd]

I knew they'd figure out a solution, they're a smart company

Still, it's sad it's come to this.

 

[Rodimus Prime]

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins

 

[Mad-B-One]

And Yoda said: "The end of the bockbuster this is."

 

[lifeinhd]

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins

Half of me agrees, but half of me likes the "nut case" experience. It's a good time to bond with fellow Apple enthusiasts, which is kinda nice.

 

[Fattytail]

Apple did this in Hong Kong last year with the 4S after the first day, I believe. Lines were completely gone. Great for mall security, but I don't know if Steve would've wanted this. Much less hype than normal.

 

[goodcow]

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins

No, because it gets them tremendous press. The only reason they started this reservation system in China is because it was out of control and led to violence.

 

[ugahairydawgs]

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins

Would be nice. Unfortunately I think they prefer the organized chaos of the US release for all of the free media they get.

 

[iRobby]

Crowds at the Sanlitun store were sparse under the new reservation system, with the store opening two hours early at 8:00 AM but with only ten people in line by 8:30.

NO!!!!!!

Apple is doomed!! Bring out the white flags for surrender to Samsung!!

I'm in mourning

 

[BC2009]

I would not put it past Apple to do the same in the US because as I do not fall in the nut case category I would much rather it work that way. I can show up and be out of there with in 15 mins

I simply preorder in the US and have it delivered the same day as the crowds line up to get one from the store. It has worked very well for my last two iPads and my last two iPhones.

Would be nice. Unfortunately I think they prefer the organized chaos of the US release for all of the free media they get.

No, because it gets them tremendous press. The only reason they started this reservation system in China is because it was out of control and led to violence.

I believe you are right, free press is a good thing and the press loves crowds and chaos. It only goes bad when it gets violent. Then the free press is not so good.

That said, every AAPL investor (including myself) is very glad to see the new iPad launch in China. It should help bolster revenue from the drop in iPhone sales that will occur in the months before a new iPhone is released. At the end of the day, most investors care more about the long term sales than the one-day stock price jump when the media covers the crowds lining up outside the stores (except for the day traders that is).

 

[deannnnn]

Apple did this in Hong Kong last year with the 4S after the first day, I believe. Lines were completely gone. Great for mall security, but I don't know if Steve would've wanted this. Much less hype than normal.

Yeah but it's not like there was really hype in China before, just tons of people trying to buy and resell the device to people in countries where there is hype.

 

[Simplicated]

Apple did this in Hong Kong last year with the 4S after the first day, I believe. Lines were completely gone. Great for mall security, but I don't know if Steve would've wanted this. Much less hype than normal.

They did this just to thwart the scalpers, nothing more, nothing less. Apple likes free publicity, so they would want people lining up for the products. But scalping in China is just way too rampant.

 

[Winter Charm]

Half of me agrees, but half of me likes the "nut case" experience. It's a good time to bond with fellow Apple enthusiasts, which is kinda nice.

I'm torn between both things, too!

I love the experience, but the feeling of exhaustion afterwards...

 

[Consultant]

Yeah but it's not like there was really hype in China before, just tons of people trying to buy and resell the device to people in countries where there is hype.

Actually, there is demand in China (not hype). That's why scalpers were out on previous launches.

Before China launches, scalpers buy from US and other countries and import them to China.

 

[charlieegan3]

security geniuses.

 

[Heresiarch]

There are several reasons that the New iPad is not so hot this time in China:

1. It's been released way too late. Four months later than every other countries. iPad fans would have already bought a Hong Kong/US New iPad already.

2. The price is more expensive in China. The China iPad price is 3688 CNY vs Hong Kong 3888 HKD vs US 499 USD. Since 1 HKD = 0.8 CNY, and 1 USD = 6.3 CNY, that's 3688 CNY vs 3110 CNY vs 3150 CNY.

3. Shopping on the internet is extremely popular and easy in China, and lots and lots of people and internet shops "imported" lots of HK/US iPads to resell them.

I'm living in China BTW, and have got the New iPad the third day after it was announced.

 

[whooleytoo]

No, because it gets them tremendous press. The only reason they started this reservation system in China is because it was out of control and led to violence.

Yeah, I'm almost surprised they put this system in place. "Riots outside Apple stores as new PowerBook G5 launches" are just the kind of headlines marketers want to keep fueling the 'limited supply. Get yours now or else' hype.

(Obviously joking about the PB G5).

 

[Rocketman]

I bought my last iDevice directly from the carrier. It took a couple of days longer but there was zero purchase hassle. I had to initiate it myself which took long enough for me to actually notice as compared to an in-store activation.

The reduction in hassle factor was worth it, but mainly because Apple has made the activation start-up process fairly simple.

Rocketman

 

[Chrisg2014]

I hope Apple doesn't do this in the US. It doesn't get that hectic like in china. It's much faster to wait in line, at least where I live. You're in and you're out, the employes are good at getting you your iPad, Paying and then you go. I got there late one time and the line was LONG! rapped around the block, the line started at the Apple store and ended at the apple store on the other side. I was in line for like 2 hours tops. It was worth it. Hey Apple made a lot of money FAST!

 

[Navdakilla]

I'm sure most hardcores found a way to get it anyways

 

[57004]

It could also be that there's just not that much demand for the device in China, not as much as the iPhone..

 

[gnasher729]

Or if you had to order food like this..

What if this turns out to be the future for Apple product launches?

Let's say the store has 100 iPads.
And there are 100 people who want to buy and use an iPad.

They all get one, Apple sells all the iPads, customers get their iPads, everyone is happy.

Alternative: There are also 100 scalpers, who push into the store of the genuine customers, grab the iPads, and sell them to the people who want to use them at a markup.

This doesn't help Apple, because Apple's genuine customers pay more for the goods than Apple gets, making them less happy about their purchase, or possibly making them buy a different product. It doesn't help Apple's genuine customers at all. It only helps the scumbags.

If there is a huge supply of scumbags who want to make money by being parasites, and this is the way to get rid of them, then so be it.