3 years of journey through traditional television in the 30 years of music as super TV how to do it?
On April 14, 2016, Mr. Zhao, who worked at the International Trade Center, was particularly busy because on this day, in addition to his daily work, he had to buy ahead of his marriage. This day, it was LeTV's "Ecology 414 Hardware Free Day." In the end, Mr. Zhao purchased two super TVs, two super-mobile phones, one LeEr portable, one super-bicycle and ten boxes of red wine at Leshi Mall.
"I bought a Super TV X43S, 414 just bought 3 years and 8 months of the Super Movie Member 1799 yuan, you can get a total value of 3598 yuan member machine, you can immediately save 1799 yuan." Mr. Zhao said that he was With this account and colleagues in the office, there are six colleagues immediately take out the phone orders.
In fact, this is just a microcosm of a large number of fans. In this carnival's carnival days, LeEco Ecology also gave a staggering result: LeSpot ecological total sales of 2.32 billion yuan, of which member income of 2.02 billion Yuan, the 7th largest record, became the world’s first content eco-commerce festival. This is the inflection point of the era. Internet content is paid for by free access. The value of hardware is attenuated. The industrial value chain is being restructured. The concept of ecological consumption has gradually taken shape and the traditional Internet has entered the ET era. Sharing the ecological world, let everyone have their own ecological ideal country.
At the same time, LeTV's ecological advantages, subversion of innovation and charm of creation, also broke the traditional market structure. Among these, LeTV is undoubtedly the most representative.
Breakthrough: Super TV sales in April
Ovid cloud network released recently in April television sales bulletin shows that in April this year, the country's overall TV sales of 3.74 million units, of which LeTV as TV sales in April reached 710,000 units, accounting for 19%, becoming the industry's omnichannel sales. In addition, China Yikang’s report on the overall market share of China’s color TVs in April 2016 also showed that LeTV’s total sales in 2011 totaled 715,000 units, accounting for 21.83% of the total. The industry’s first-ever omnichannel and 40-inch core-size products. The 43-inch, 50-inch, and 55-inch single-segment segment sales are the first in the industry.
It is not difficult to see that behind this sales figure is the great reversal of the entire TV market. From the start of sale on July 3, 2013, to the omni-channel sales championship of the entire industry, Super TV took only less than three years to complete the 30-year history of traditional television.
So, how does LeTV be?
“LeTV enjoys high sales. On the one hand, it originally originated from the traditional low season of color TV sales in April, while LeTV launched the subversive 414 Hardware Free Day. Another reason is that LeTV is relying on ecology instead of a business model that simply depends on hardware to make money. †In the words of LeTV’s vice president of sales and LePar’s vice president of sales management, Dian Wensheng.
In summary, it is mainly divided into three aspects.
First, Super TV’s strong product competitiveness, as well as its free and open ecosystem, is second to none. On December 14, 2015, LeTV and TCL announced a strategic cooperation to promote industrial upgrading and strive to accelerate the coming of the next generation of global eco-TV era. Leighton's chairman and CEO Jia Yueting said at the time that leveraging TCL's strong upstream 8.5-generation line production capacity and global supply chain supply capability will accelerate the opening of LeTV's ecology and the globalization of LeTV. On March 30, 2016, LeTV and TCL’s strategic cooperation "Blossomed Out", based on the globally-opened closed-loop LeEco ecosystem, launched the world's first Internet HDR surface 4K eco-TV - 4th generation super TV X65 Curved (Super 4 X65 Curved), price 7999 yuan; over 4 X55 Curved, price 4999 yuan. Both of these products can be priced lower than the production cost, through the ecological subsidy hardware, leading the television industry into the hardware era of negative profits. “Especially to eco-TV, it is not a TV, but an open, closed-loop, large-screen Internet ecosystem built through the vertical integration of industrial chains and cross-industrial value chain reconstruction. Through cross-border innovation, ecological operations continue to create unique Product experience and higher user value.†said Liang Jun, President of LeSport Intelligent Terminal and President of Levision New Generation.
Performance monster level, pricing phenomenon level, and ecology are the same as God. This is Super TV's strongest support to win the whole industry's all-channel sales champion.
Secondly, in addition to Leshi Mall, LeSpot has also promoted offline channel construction through the LePar program in recent years. The LePar experience shop currently has 5,500, the end of the year will reach 10,000. This online and offline double attacking channel advantage also makes LeTV Super TV's brand influence and market sales increase geometrically.
District Wensheng stated that LeTV is building an O2O experience service platform through the CP2C3.0 model. LeTV has the same price online and offline, breaking the mutual game between its own channels and third-party channels. This year LeTV's own e-commerce, third-party e-commerce, and offline "three-three-three" ratio to develop. It can be seen that this year, LeTV will adopt a development model in which three channels go hand in hand to expand market share.
Third, Super TV became LeTV's largest mobile terminal platform and became the standard for social elites. According to data from LeSheng Institute, the daily average CV of Super TV has broken 100 million for one week. LeTV's PC, mobile, and M stations have become LeTV's largest mobile terminal platform. This will increase the pace of commercialization of Happy TV. Super TV is also the most valuable platform for the entire TV industry. Super TV's multi-profit model can truly go to brand premiums and hardware premiums, allowing users to pay only for core value, allowing television to enter the era of ecological consumption from the hardware premium era.
In addition, from January to April this year, LeTV’s large-screen members continued to expand, with the proportion increasing from 7.1% to 14.3%; LeTV’s active users increased from 3.4 million to 4.39 million, entering a stable growth channel; the size of the large-screen game users is three. Month increased by 188%. The daily average operating rate of Super TV is 65%, and the average daily boot time is 5.8 hours, and the average on-demand time is 21 hours. Not only that, Super TV has become the standard for social elites. Sun Honglei, Li Xiaojun, Li Kaifu, Fan Bingbing, Wang Feng, Lu Yi, and Zhao Wei are all users.
Analysis: LeTV's tactical board will be copied
Through cross-border innovation, eco-operation, and constantly create a unique product experience and higher user value. In fact, the tricks of LeTV's reversal industry are already clear and transparent. Can't help but someone can ask, this move is copied by Xiaomi, Skyworth, Hisense, LeTV will be so playful?
However, with a little analysis, it is not difficult to conclude that such a copying opportunity is almost zero. Will traditional home appliance companies do film and television? Will it involve the sports industry? Will it extend to industries such as finance, the cloud, cars, and even children? This is probably the answer given by every fan.
LeTV Super TV reconstructed the value of television. The success behind it is the success of LeTV's largest mobile terminal platform. Super TV's multi-profit model can truly go to brand premiums and hardware premiums, allowing users to pay only for core value, allowing television to enter the era of ecological consumption from the hardware premium era.
To give another example, the official version of LeTV's big screen will shine in June this year. As the world's first large-screen eco-shopping system for home scenarios, LeTV has four core advantages: video, scene, ecology, and platform. It can effectively enhance the big screen shopping experience and win more young users. At present, LeTV’s monthly advertising revenue has reached 50 million. Compared with the same period of last year, this figure has also achieved several-fold growth.
Moreover, in addition to super TV, large screen terminal. At the same time, LeTV also has a Levision cloud covering the world, a high-quality Leshi Mall, a LePar in 234 areas of the country, a Levision financial development in multiple directions, a film and television company, a TV drama company, and The copyright covers China's top LeTV Sports, a children's educational system with audiovisual content first, and a market share that is almost equal to the U.S.-based easy-to-use special car.
Buying members to send TV, charging to the special car to send TV, music as each sub-economy to open up, not only other traditional appliance manufacturers difficult to copy, other Internet brands is also difficult to do. It can be said that this structure of LeTV is the only one in the world. The cost of copying is huge, and the copying opportunity is almost zero.
What is even more "terrible" is that, in the difficult to copy reality, LeTV is still further reducing the dimension of the existing market structure. The term “dimensionality reduction attack†is contributed by the popular best-selling novel Three-body. In simple terms, the high-dimensional civilization initiatively reduces the dimension of low-dimensional civilization, leaving the latter with no overwhelming power. It can be seen that since the first day of the Super TV debut, it has begun to launch a dimensionality-reduction attack on the traditional TV industry with weak innovation. With the passage of time, the impact will be stronger and stronger, and it will eventually sweep across the industry.
Super TV has evolved to EcoTV 3.0. It has the following four characteristics: First, the hardware must be based on high standards; Second, the pricing model must be lower than the production cost or even free of charge; Third, the profit model is fully turned to content and services. The operation; fourth is to have "reverse value" to provide high-quality users for the ecology and create the ultimate ecological service for users. This combination of boxing, traditional TV companies do not have the power to parry.
Attack: 618, LeTV will sell 3 billion yuan
After 414, the upcoming 618 e-commerce giants, Le Le chose to continue to attack. Judging from the 6.18 music ecology overall activity plan announced by LeTV, from May 24 to June 20, LeTV launched the “Ecology 6.18 Buying Members to Send Hardware†series of activities, which will provide the majority of fans with the ecological subsidies hardware model. Including LeTV, super mobile phones, smart hardware, and other ecological products, 6.18 all season Leshi, LePar, Jingdong, Tmall, Suning, Gome and other platforms will be organized by time, product-related activities, all The channel re-launches the carnival only to reward the fans. This year's 6.18 music as ecological will continue to buy members to send hardware, including Leshi Mall, LePar, Jingdong, Tmall, etc., including the total sales target of 3 billion yuan, once again exceeded the limit to create sales records.
Behind LeTV’s continued increase in sales, it also hides the ambition of 10 million to 12 million sales targets next year. "Letvision is not satisfied with this stage of the first, we are already making progress towards the industry." District Wensheng said.
Since LeTV hit the slogan of “hardware freeâ€, it has caused a loss in the industry. Some people think that the symbolic meaning of Levision’s “hardware free†strategy is greater than its practical significance. However, LeTV’s sales in April were crowned as the top spot, turning this into an admiration. In the upcoming 618, LeTV dared to call for sales of 3 billion yuan, in addition to emboldened, or will become a progressive normal.
"I bought a Super TV X43S, 414 just bought 3 years and 8 months of the Super Movie Member 1799 yuan, you can get a total value of 3598 yuan member machine, you can immediately save 1799 yuan." Mr. Zhao said that he was With this account and colleagues in the office, there are six colleagues immediately take out the phone orders.
In fact, this is just a microcosm of a large number of fans. In this carnival's carnival days, LeEco Ecology also gave a staggering result: LeSpot ecological total sales of 2.32 billion yuan, of which member income of 2.02 billion Yuan, the 7th largest record, became the world’s first content eco-commerce festival. This is the inflection point of the era. Internet content is paid for by free access. The value of hardware is attenuated. The industrial value chain is being restructured. The concept of ecological consumption has gradually taken shape and the traditional Internet has entered the ET era. Sharing the ecological world, let everyone have their own ecological ideal country.
At the same time, LeTV's ecological advantages, subversion of innovation and charm of creation, also broke the traditional market structure. Among these, LeTV is undoubtedly the most representative.
Breakthrough: Super TV sales in April
Ovid cloud network released recently in April television sales bulletin shows that in April this year, the country's overall TV sales of 3.74 million units, of which LeTV as TV sales in April reached 710,000 units, accounting for 19%, becoming the industry's omnichannel sales. In addition, China Yikang’s report on the overall market share of China’s color TVs in April 2016 also showed that LeTV’s total sales in 2011 totaled 715,000 units, accounting for 21.83% of the total. The industry’s first-ever omnichannel and 40-inch core-size products. The 43-inch, 50-inch, and 55-inch single-segment segment sales are the first in the industry.
It is not difficult to see that behind this sales figure is the great reversal of the entire TV market. From the start of sale on July 3, 2013, to the omni-channel sales championship of the entire industry, Super TV took only less than three years to complete the 30-year history of traditional television.
So, how does LeTV be?
“LeTV enjoys high sales. On the one hand, it originally originated from the traditional low season of color TV sales in April, while LeTV launched the subversive 414 Hardware Free Day. Another reason is that LeTV is relying on ecology instead of a business model that simply depends on hardware to make money. †In the words of LeTV’s vice president of sales and LePar’s vice president of sales management, Dian Wensheng.
In summary, it is mainly divided into three aspects.
First, Super TV’s strong product competitiveness, as well as its free and open ecosystem, is second to none. On December 14, 2015, LeTV and TCL announced a strategic cooperation to promote industrial upgrading and strive to accelerate the coming of the next generation of global eco-TV era. Leighton's chairman and CEO Jia Yueting said at the time that leveraging TCL's strong upstream 8.5-generation line production capacity and global supply chain supply capability will accelerate the opening of LeTV's ecology and the globalization of LeTV. On March 30, 2016, LeTV and TCL’s strategic cooperation "Blossomed Out", based on the globally-opened closed-loop LeEco ecosystem, launched the world's first Internet HDR surface 4K eco-TV - 4th generation super TV X65 Curved (Super 4 X65 Curved), price 7999 yuan; over 4 X55 Curved, price 4999 yuan. Both of these products can be priced lower than the production cost, through the ecological subsidy hardware, leading the television industry into the hardware era of negative profits. “Especially to eco-TV, it is not a TV, but an open, closed-loop, large-screen Internet ecosystem built through the vertical integration of industrial chains and cross-industrial value chain reconstruction. Through cross-border innovation, ecological operations continue to create unique Product experience and higher user value.†said Liang Jun, President of LeSport Intelligent Terminal and President of Levision New Generation.
Performance monster level, pricing phenomenon level, and ecology are the same as God. This is Super TV's strongest support to win the whole industry's all-channel sales champion.
Secondly, in addition to Leshi Mall, LeSpot has also promoted offline channel construction through the LePar program in recent years. The LePar experience shop currently has 5,500, the end of the year will reach 10,000. This online and offline double attacking channel advantage also makes LeTV Super TV's brand influence and market sales increase geometrically.
District Wensheng stated that LeTV is building an O2O experience service platform through the CP2C3.0 model. LeTV has the same price online and offline, breaking the mutual game between its own channels and third-party channels. This year LeTV's own e-commerce, third-party e-commerce, and offline "three-three-three" ratio to develop. It can be seen that this year, LeTV will adopt a development model in which three channels go hand in hand to expand market share.
Third, Super TV became LeTV's largest mobile terminal platform and became the standard for social elites. According to data from LeSheng Institute, the daily average CV of Super TV has broken 100 million for one week. LeTV's PC, mobile, and M stations have become LeTV's largest mobile terminal platform. This will increase the pace of commercialization of Happy TV. Super TV is also the most valuable platform for the entire TV industry. Super TV's multi-profit model can truly go to brand premiums and hardware premiums, allowing users to pay only for core value, allowing television to enter the era of ecological consumption from the hardware premium era.
In addition, from January to April this year, LeTV’s large-screen members continued to expand, with the proportion increasing from 7.1% to 14.3%; LeTV’s active users increased from 3.4 million to 4.39 million, entering a stable growth channel; the size of the large-screen game users is three. Month increased by 188%. The daily average operating rate of Super TV is 65%, and the average daily boot time is 5.8 hours, and the average on-demand time is 21 hours. Not only that, Super TV has become the standard for social elites. Sun Honglei, Li Xiaojun, Li Kaifu, Fan Bingbing, Wang Feng, Lu Yi, and Zhao Wei are all users.
Analysis: LeTV's tactical board will be copied
Through cross-border innovation, eco-operation, and constantly create a unique product experience and higher user value. In fact, the tricks of LeTV's reversal industry are already clear and transparent. Can't help but someone can ask, this move is copied by Xiaomi, Skyworth, Hisense, LeTV will be so playful?
However, with a little analysis, it is not difficult to conclude that such a copying opportunity is almost zero. Will traditional home appliance companies do film and television? Will it involve the sports industry? Will it extend to industries such as finance, the cloud, cars, and even children? This is probably the answer given by every fan.
LeTV Super TV reconstructed the value of television. The success behind it is the success of LeTV's largest mobile terminal platform. Super TV's multi-profit model can truly go to brand premiums and hardware premiums, allowing users to pay only for core value, allowing television to enter the era of ecological consumption from the hardware premium era.
To give another example, the official version of LeTV's big screen will shine in June this year. As the world's first large-screen eco-shopping system for home scenarios, LeTV has four core advantages: video, scene, ecology, and platform. It can effectively enhance the big screen shopping experience and win more young users. At present, LeTV’s monthly advertising revenue has reached 50 million. Compared with the same period of last year, this figure has also achieved several-fold growth.
Moreover, in addition to super TV, large screen terminal. At the same time, LeTV also has a Levision cloud covering the world, a high-quality Leshi Mall, a LePar in 234 areas of the country, a Levision financial development in multiple directions, a film and television company, a TV drama company, and The copyright covers China's top LeTV Sports, a children's educational system with audiovisual content first, and a market share that is almost equal to the U.S.-based easy-to-use special car.
Buying members to send TV, charging to the special car to send TV, music as each sub-economy to open up, not only other traditional appliance manufacturers difficult to copy, other Internet brands is also difficult to do. It can be said that this structure of LeTV is the only one in the world. The cost of copying is huge, and the copying opportunity is almost zero.
What is even more "terrible" is that, in the difficult to copy reality, LeTV is still further reducing the dimension of the existing market structure. The term “dimensionality reduction attack†is contributed by the popular best-selling novel Three-body. In simple terms, the high-dimensional civilization initiatively reduces the dimension of low-dimensional civilization, leaving the latter with no overwhelming power. It can be seen that since the first day of the Super TV debut, it has begun to launch a dimensionality-reduction attack on the traditional TV industry with weak innovation. With the passage of time, the impact will be stronger and stronger, and it will eventually sweep across the industry.
Super TV has evolved to EcoTV 3.0. It has the following four characteristics: First, the hardware must be based on high standards; Second, the pricing model must be lower than the production cost or even free of charge; Third, the profit model is fully turned to content and services. The operation; fourth is to have "reverse value" to provide high-quality users for the ecology and create the ultimate ecological service for users. This combination of boxing, traditional TV companies do not have the power to parry.
Attack: 618, LeTV will sell 3 billion yuan
After 414, the upcoming 618 e-commerce giants, Le Le chose to continue to attack. Judging from the 6.18 music ecology overall activity plan announced by LeTV, from May 24 to June 20, LeTV launched the “Ecology 6.18 Buying Members to Send Hardware†series of activities, which will provide the majority of fans with the ecological subsidies hardware model. Including LeTV, super mobile phones, smart hardware, and other ecological products, 6.18 all season Leshi, LePar, Jingdong, Tmall, Suning, Gome and other platforms will be organized by time, product-related activities, all The channel re-launches the carnival only to reward the fans. This year's 6.18 music as ecological will continue to buy members to send hardware, including Leshi Mall, LePar, Jingdong, Tmall, etc., including the total sales target of 3 billion yuan, once again exceeded the limit to create sales records.
Behind LeTV’s continued increase in sales, it also hides the ambition of 10 million to 12 million sales targets next year. "Letvision is not satisfied with this stage of the first, we are already making progress towards the industry." District Wensheng said.
Since LeTV hit the slogan of “hardware freeâ€, it has caused a loss in the industry. Some people think that the symbolic meaning of Levision’s “hardware free†strategy is greater than its practical significance. However, LeTV’s sales in April were crowned as the top spot, turning this into an admiration. In the upcoming 618, LeTV dared to call for sales of 3 billion yuan, in addition to emboldened, or will become a progressive normal.
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