3 years and then look back: Recalling music as TV dominate the rivers and lakes
LeTV made another big news! Still remembering this year, LeTV announced that LeTV’s cumulative sales volume had exceeded 5 million units. Yesterday, LeTV officially announced that as of June 30, 2016, LeTV had accumulated sales for the past three years at the launch of the ultra-large offline experience event on the third anniversary of the sale of LeTV SuperTV. About 7 million units.
LeTV also said with confidence that this year's target sales volume is 6 million units, and it is expected that the second half of the year will soon usher in a historic moment when Super TV cumulatively sold 10 million units. The development of the television industry has been for more than 30 years. LeTV Super TV has brought a fierce shock to the TV industry. It has profoundly changed the lives of users and has led many people to return to the big screen from small screens.
Three years ago, the astonishing price of LeTV’s launch of the Super TV made many people believe that this is a brainless project and it will not last long. Now, LeTV has become a pivotal role in the entire television industry. Today, let's take Letv Super TV as an example to discuss why it is also a low price. Some people live in a wind and water, and some people die silently.
From the dark horse to the leader of the three skeletons
Three years ago, I'm afraid that nobody would have thought that the figure of 7 million units in the smart TV industry was LeTV.
Since the launch of the Super TV X60 on July 3, 2013, Super TV has achieved sales of one million units within a year, and is known as the dark horse of the industry. The price of the first LeTV super TV is almost half that of traditional TV, and many traditional manufacturers call it "destructively low price." Many traditional manufacturers began deploying smart TVs in 2012. Perhaps in their view, the low-price policy of LeTV is simply "to die of addiction."
A year later, the traditional manufacturers jointly launched the "strongest TV month" to invest huge resources, trying to set off a wave of promotions. LeTV, as an intruder, forced traditional manufacturers to transfer approximately 30 billion yuan of profits to users. In three years, LeTV Super TV almost maintained an annual growth rate of 100%. For the development of LeTV, the industry has concluded three flaws, and these three flaws have also brought three changes to the television industry.
Topic I: Overthrowing Price Cognition, Profit Space Transfer
Hardware profit has always been the inherent business model of traditional TV. When LeTV enters the market at a lower price, it naturally acquires users at a faster rate. When users are included in the LeEco ecosystem, rich content and high-quality services will be retained, making LeTV “cross-border robbery†and transferring profit margins to other places.
Change: The demand for television from the user to the ratio of cost to value, people are more inclined to pay for the experience and services, rather than the TV hardware itself.
Two: operating users, make the TV into the living room flow entrance
In the past, television was just a simple display device. The interaction between television programs and viewers relied on telephone and text messages. The lack of interactivity leads to a large number of users escaping from the big screen to the small screen. And music as the flagship of the "operating user" concept, smart TV made a part of the smart home, so that television has become a living room traffic entrance.
Change: TV's entertainment and interaction are enhanced, and its content is gradually extended from video to games, education, health and other fields. Each TV screen has become a family-oriented advertising screen.
Thirty-three: sales model conversion purchase new experience
Another reason for the low price of LeTV is the greater choice to reduce the offline sales ratio from the cable sales channel, which saves a lot of channel construction and agency fees, with the help of “hardware revenue + content payment + application sharing + Advertising revenue "fourfold profit model to get rid of the shackles of a single sales hardware.
Change: The television industry began to tend to online layout as a whole, and more channel construction costs were allowed to benefit consumers. Online and offline interactions provide users with a new mode of buying experience.
Outside the price: LeTV took money in the future
The three years that LeTV has gone through is the transition from traditional television to smart TV for three years. Just like the transition of a functional machine to a smart machine, this period is the time when the throne changer is most likely to occur.
The success of LeTV is that, at the beginning, it treasured the future.
LeTV has been positioned in the elite group after 85 and 90. One of the great characteristics of this crowd is that it is no longer superstitious to brand premiums like its fathers, giving high-quality, low-price music as the first opportunity for super TV. And their demand for television functions has become more diversified, from watching TV to "playing TV." These users not only pay attention to the quality of the hardware, but also evaluate many large screen ecosystem indicators including the CPU, UI system, and content applications. The TV product has been given more practical significance and has achieved value return prices.
During the three years, 85 and 90 years later began to reach the age of marriage and set up families. The demand for smart TVs that are applicable to family scenes is increasing, which is one of the reasons for the increase in the sales volume of LeTV. Over time, the transition from traditional TVs to smart TVs will only become faster and faster.
More mature overseas markets; Can LeTV avoid disobedience?
LeTV didn't put all of the market into the country. Since the end of last year, TCL has been married and LeSco's globalization strategy has begun.
As a LeTV model that relies on content and service charges, the overseas market may be even more of a breeding ground. Everyone knows that, unlike China, which has a negligible amount of "set-top box annual fees," it is a long-standing practice for foreign countries to pay high fees for cable television signals. Especially in North America, which has 30 million TV sets, it is a mature pay TV market. TCL has accumulated long-established channel resources abroad, and at this time it can just be a “pave the way†for LeTV.
Chinese companies going overseas are not a good way to go. Especially in the international market occupied by international brands such as Samsung and LG, whether the ecological model can be successfully replicated is a test for LeTV. With the visit of Deputy Prime Minister of Russia to LeTV and the establishment of a North American headquarters, the blueprint for LeTV’s eco-globalization is becoming clearer and clearer.
Conclusion
Low prices, free, subsidies, and the like seem to have become synonymous with the Internet industry. The companies that have died in these terms may not be able to circle around the earth several times. Many companies rely on burning money to gather up a bunch of users. If money is burned, it means that the trees are falling apart and the land is clean. .
LeTV is able to achieve today's success, not because of low prices and subsidies, but to use these as a means to combine its own ecological matrix, really changing the television industry.
Guanxiong Wang, a famous observer, China's top ten media (see the list of major authority). Hosted and participated in 4 IPOs, traditional enterprise "Internet +" transformation coach. A daily in-depth article was published on WeChat, Weibo, search engines, major portals, technology blogs and other nearly 30 mainstream platforms, covering 4 million Chinese core business and technology groups. For opinion writers such as the Financial Times, Forbes and other world-class media, the views have been widely quoted by the media and have great influence. Details can Baidu.
LeTV also said with confidence that this year's target sales volume is 6 million units, and it is expected that the second half of the year will soon usher in a historic moment when Super TV cumulatively sold 10 million units. The development of the television industry has been for more than 30 years. LeTV Super TV has brought a fierce shock to the TV industry. It has profoundly changed the lives of users and has led many people to return to the big screen from small screens.
Three years ago, the astonishing price of LeTV’s launch of the Super TV made many people believe that this is a brainless project and it will not last long. Now, LeTV has become a pivotal role in the entire television industry. Today, let's take Letv Super TV as an example to discuss why it is also a low price. Some people live in a wind and water, and some people die silently.
From the dark horse to the leader of the three skeletons
Three years ago, I'm afraid that nobody would have thought that the figure of 7 million units in the smart TV industry was LeTV.
Since the launch of the Super TV X60 on July 3, 2013, Super TV has achieved sales of one million units within a year, and is known as the dark horse of the industry. The price of the first LeTV super TV is almost half that of traditional TV, and many traditional manufacturers call it "destructively low price." Many traditional manufacturers began deploying smart TVs in 2012. Perhaps in their view, the low-price policy of LeTV is simply "to die of addiction."
A year later, the traditional manufacturers jointly launched the "strongest TV month" to invest huge resources, trying to set off a wave of promotions. LeTV, as an intruder, forced traditional manufacturers to transfer approximately 30 billion yuan of profits to users. In three years, LeTV Super TV almost maintained an annual growth rate of 100%. For the development of LeTV, the industry has concluded three flaws, and these three flaws have also brought three changes to the television industry.
Topic I: Overthrowing Price Cognition, Profit Space Transfer
Hardware profit has always been the inherent business model of traditional TV. When LeTV enters the market at a lower price, it naturally acquires users at a faster rate. When users are included in the LeEco ecosystem, rich content and high-quality services will be retained, making LeTV “cross-border robbery†and transferring profit margins to other places.
Change: The demand for television from the user to the ratio of cost to value, people are more inclined to pay for the experience and services, rather than the TV hardware itself.
Two: operating users, make the TV into the living room flow entrance
In the past, television was just a simple display device. The interaction between television programs and viewers relied on telephone and text messages. The lack of interactivity leads to a large number of users escaping from the big screen to the small screen. And music as the flagship of the "operating user" concept, smart TV made a part of the smart home, so that television has become a living room traffic entrance.
Change: TV's entertainment and interaction are enhanced, and its content is gradually extended from video to games, education, health and other fields. Each TV screen has become a family-oriented advertising screen.
Thirty-three: sales model conversion purchase new experience
Another reason for the low price of LeTV is the greater choice to reduce the offline sales ratio from the cable sales channel, which saves a lot of channel construction and agency fees, with the help of “hardware revenue + content payment + application sharing + Advertising revenue "fourfold profit model to get rid of the shackles of a single sales hardware.
Change: The television industry began to tend to online layout as a whole, and more channel construction costs were allowed to benefit consumers. Online and offline interactions provide users with a new mode of buying experience.
Outside the price: LeTV took money in the future
The three years that LeTV has gone through is the transition from traditional television to smart TV for three years. Just like the transition of a functional machine to a smart machine, this period is the time when the throne changer is most likely to occur.
The success of LeTV is that, at the beginning, it treasured the future.
LeTV has been positioned in the elite group after 85 and 90. One of the great characteristics of this crowd is that it is no longer superstitious to brand premiums like its fathers, giving high-quality, low-price music as the first opportunity for super TV. And their demand for television functions has become more diversified, from watching TV to "playing TV." These users not only pay attention to the quality of the hardware, but also evaluate many large screen ecosystem indicators including the CPU, UI system, and content applications. The TV product has been given more practical significance and has achieved value return prices.
During the three years, 85 and 90 years later began to reach the age of marriage and set up families. The demand for smart TVs that are applicable to family scenes is increasing, which is one of the reasons for the increase in the sales volume of LeTV. Over time, the transition from traditional TVs to smart TVs will only become faster and faster.
More mature overseas markets; Can LeTV avoid disobedience?
LeTV didn't put all of the market into the country. Since the end of last year, TCL has been married and LeSco's globalization strategy has begun.
As a LeTV model that relies on content and service charges, the overseas market may be even more of a breeding ground. Everyone knows that, unlike China, which has a negligible amount of "set-top box annual fees," it is a long-standing practice for foreign countries to pay high fees for cable television signals. Especially in North America, which has 30 million TV sets, it is a mature pay TV market. TCL has accumulated long-established channel resources abroad, and at this time it can just be a “pave the way†for LeTV.
Chinese companies going overseas are not a good way to go. Especially in the international market occupied by international brands such as Samsung and LG, whether the ecological model can be successfully replicated is a test for LeTV. With the visit of Deputy Prime Minister of Russia to LeTV and the establishment of a North American headquarters, the blueprint for LeTV’s eco-globalization is becoming clearer and clearer.
Conclusion
Low prices, free, subsidies, and the like seem to have become synonymous with the Internet industry. The companies that have died in these terms may not be able to circle around the earth several times. Many companies rely on burning money to gather up a bunch of users. If money is burned, it means that the trees are falling apart and the land is clean. .
LeTV is able to achieve today's success, not because of low prices and subsidies, but to use these as a means to combine its own ecological matrix, really changing the television industry.
Guanxiong Wang, a famous observer, China's top ten media (see the list of major authority). Hosted and participated in 4 IPOs, traditional enterprise "Internet +" transformation coach. A daily in-depth article was published on WeChat, Weibo, search engines, major portals, technology blogs and other nearly 30 mainstream platforms, covering 4 million Chinese core business and technology groups. For opinion writers such as the Financial Times, Forbes and other world-class media, the views have been widely quoted by the media and have great influence. Details can Baidu.
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