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On May 7, 2013, LeTV released the Super TV X60 and S40, becoming the first Internet company to officially launch its own-brand TV. In the past three years, super TV has not been favored, and it has become the subversive of today's television industry. At the beginning of this year, the market stock exceeded 5 million units. Even if the sales volume of 6 million units this year is completed, it will enter the top three in the industry. After three years of looking back, who can think of music as the life of the television industry? Let's take a look at the top ten disruptive changes in the TV industry for everyone.
1. Leading the TV industry into the era of Eco TV 3.0
“414 Hardware Free Day†has let LeTV be the first hardware freebie in the TV industry. In the interpretation of this incident, many people focused on the hardware cost, and even called it as a sign of “free age†for TV hardware. Actually, this is just a feature of EcoTV 3.0 proposed by LeTV. It represents LeFei's first effort to “go to hardware centerâ€, shifting the business model of the TV industry from the acquisition of hardware profits to the exploration of the value of content and services. . In addition, Eco-TV 3.0 has also comprehensively upgraded the configuration standards of TV hardware, with a high overall allocation. Each new hardware release represents the top-level configuration and highest-performance products in the current market, and can meet the long-term sustainability in the future life cycle. Operation to meet the needs of user experience. Therefore, we have seen that ecological TV 3.0 must have the following four characteristics: First, 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. Operation; fourth is to have “reverse value†to provide high-quality users for the ecology and create the ultimate ecological service for users.
2. The success of eco-marketing brings new inspiration to the industry
At the product supply level, the "spot + pre-sale" CP2C3.0 model adopted by LeTV not only solved the shortcomings of panic buying, but also effectively adjusted the matching of production capacity and demand, truly fulfilling order-driven supply, reducing inventory costs and logistics. Cost, to the greatest extent to benefit consumers. At the same time, adhering to the principle of "million people are dissatisfied, thousands of people are involved, thousands of people are engaged in research and development, used by tens of millions of people, and spread by thousands of people", the whole process reaches the users. This eco-integrated marketing can help LeTV to cut down marketing costs, channel costs and unreasonable brand premiums, and truly reach direct users of products and services.
LeTV has quietly completed the strategic layout of LeMar, the online shopping mall, and LePar, the offline experience store, and successfully built an ecological O2O sales platform. LeSports, as the core LeTV ecosystem platform, has become an integrated platform for online marketing communications and sales services, and another offline integrated platform, LePar, has grown rapidly and has become another important path to support the overall scale, online and offline. The combination formed a unique ecological O2O.
3. Leading new consumer ideas and consumer wave
In order to maximize profits, traditional TV manufacturers always try to increase the brand premium of their products. However, savvy consumers are no longer confused by the brand premium, but pay more attention to the value of the goods themselves and pay only for the value. . LeTV is capturing the shift in the concept of consumers, bringing consumers to new consumer ages with high-cost-to-price ratio products, and the content output of large-screen terminals caters to the subversion demands of users on TV content changes. The comprehensive experience of consumers from product appearance and performance to content and service not only enabled the color TV industry, which has already entered the exhaustion period, to rejuvenate the new year, but also achieved great success for LeTV as a super TV. It took less than three years. The LeTV Super TV will be promoted to the status of the first brand of smart TV in China.
4, innovative product design, concept, open the big screen performance aesthetics
When LeTV develops each new product, it will have a standard, that is, it must be the top-level configuration and the highest performance product on the market, which can meet the long-term continuous operation in the future life cycle and meet the needs of the user experience. For example, its latest release of the Super 4 X50 Pro/Super 4 X50 not only increases the maximum configuration of smart TVs to dual 3 generations (3GB of memory + 32GB of flash memory), but also features the Mstar6A938 chip, which allows users to enjoy large-screen performance aesthetics. In terms of industrial design and manufacturing process, Super 4 X50 Pro/Super 4 X50 adopts aerospace-grade aluminum metal, which makes the 9.9mm ultra-thin body unimaginable and sturdy. The appearance of the entire product aesthetics is almost paranoid, resulting in an elegant product. Fashionable temperament everywhere reveals the ingenious beauty.
5, the unique system UI design to achieve content desktop
LeTV is equipped with its latest EUI5.8 TV-Springer operating system. The biggest feature of the system is the content desktop, "go to the APP", and the realization of the stream of interaction, allowing users to get what they want. It can let everyone enjoy the best content consumption service according to personal history, preferences, situation, etc., and truly reach a user with a thousand happy desktops. Of course, Springer has many other features, but in my opinion, one of its core changes is to make LeScreen's ongoing exploration of large-screen operations a reality, and Springer can more effectively implement content-based operations, allowing different The crowd has a dedicated content desktop. Even more frightening is that it also makes it possible to introduce third-party content and truly implements an ecological upgrade at the system UI level.
6. Big-screen operation allows the TV industry to see the value of the hardware beyond its profits
LeTV’s content operations can be traced back to the establishment of LeTV Films and the acquisition of Huaer’s film and television, as well as the “single fly†of LeSports, and the recent vertical operation of large-screen ecological content will be subject to LeTV in 2015. Desktop application talks. LeEr children's desktop is a large-screen desktop application that LeTV released last year, but it has actually opened the strategy of content-focused operations. This is only the beginning. In the future, LeTV will also have desktops for movies, sports, music, games, etc., which will continue to deepen the operation of content. In particular, sports, the current music as sports has been independent, after several rounds of financing, the current valuation has reached 21.5 billion yuan, which is not difficult to see, the value of the content of the operation of the operation of the crowd, but also to the industry that the hardware profit Outside of the value.
7, redefining the application distribution channel
LeSpot converged the large-screen application of the entire network, redefining the application distribution channels, everything the user wanted, or even not discovering everything they wanted, will be realized with the support of LeSports Ecology. Letv Ecology has assembled a series of ecological applications such as LeTV, Le Look Search, LeTV Sports, LeTV Music, Le Hao, and has built LeStore and Leshi Game Center for ecological application stores. The number of monthly applications and platforms has exceeded 400 million.
In the just-concluded LeTV 414 hardware free day, Le Shiyi entertainment platform-wide games and accessories total revenue of 16.9 million, mobile game revenue 10.73 million, pay rate 1.2%, single game ARPPU value of 797 yuan. Among them, the eco-game revenue of big-screen games reached 6.17 million, of which game revenue was 1.09 million, and game accessories revenue was 5.08 million. In 2016, LeTV will also intensify the introduction of large-screen games. At the same time, it will strengthen the advantages of accessories and introduce more diversified game accessories to enrich and enhance the game experience of players.
8, Le Super TV output as a true home theater-like experience
Recently released music as super 4 X50 Pro / Super 4 X50 deliberately put a lot of effort on the sound, equipped with a Harman Caton expert team design review and professional certification of the audio system, with the industry's top Dolby Audio post-processing technology, holding Dolby, DTS and others not only provide users with rich, clear and heart-warming sound effects, but also make watching TV a standard part of entertainment. All three products support far-speech voice and voiceprint recognition that are comparable to artificial intelligence. In addition, rich interfaces such as 802.11ac dual-band Wi-Fi, Bluetooth 4.1, and USB3.0/2.0/fiber input/output facilitate users to connect various devices.
This is only the hardware foundation. LeTV also cooperated with TCL to integrate its synchronous cinema products into the LeEco ecosystem and integrate its own copyrighted film and television content to create innovative synchronized cinema desktops on Super TV. In 2016, LeTV will also provide more than 50 films for the Synchronous Cinema, fully complementing the overseas copyrights, allowing overseas Chinese to easily see domestic cinema films, and allow movie bureaus to certify quality digital online movies for global users. As soon as the synchronous cinemas were released, the first-stage film singles, the City Cinema and the Xi'an Chang'an cinemas were all on the line at the same time. It really made the home theater experience come true, which also laid a good foundation for future family-based distribution of the copyright products of the movies that LeTV might intervene.
9. The vertical integration of the industry chain creates music as the industry leads the industry
"Lesson + content + terminal + application" music as the ecology, its essence is the vertical integration of the industrial chain. On September 19th, 2012, LeTV announced the theme of "Subversion Day" and became the world's first Internet company to launch its own-brand TV. On May 7, 2013, after Super TV officially unveiled, it continued to be the fourth generation of LeTV. The launch of Super TV deduces an incredible business saga in the sluggish three-year period of the television industry. It has not only injected new vitality into the development of the TV industry, it has caused many manufacturers to compete for imitation, and has also promoted the “hardware-centricization†of the TV industry to focus on the value of content and services.
Unlike many imitations, from the upstream content production to the content operation, to the big screen UI building, and then to the application store, LeTV has firmly controlled all aspects of the entire TV ecology in its own hands. The vertical integration of this industry chain formed LeTV's “platform + content + terminal + application†ecology as a barrier that cannot be copied, and the resulting ecological value of content operations, large-screen marketing, and application market share became an inexhaustible gold mine. .
In addition, the most important point is that LeTV will form an ecological user gathering through the output of content and services. As the scale of ecological users continues to expand, it will effectively promote the continuous evolution of music as the ecology, forming a huge radiation effect on all aspects of the ecology. For example, eco-users of LeTV Super TV can be shared with LeTV Sports, LeTV Super Mobile and even LeTV.
10, subvert the industry and reshape the pattern
As LeTV announced the completion of LeTV’s sales of 3 million TV sets in 2015, LeTV’s overall market share exceeded 5 million units at the beginning of the year. In a sense, the value of this magnitude of share at the marketing level has become quite significant. In 2016, LeTV set its target at 6 million units, which has doubled from last year. Once this goal is achieved, LeTV will be sent directly to the top three positions in the industry, and the market will exceed 10 million units. We must know that there are currently only three TV industry manufacturers that can reach 6 million units in annual shipments. In the face of the almost zero growth in the entire TV market, it is inevitable that there will be a gap between the manufacturers. LeTV will increase the sales volume of each other. It is very likely that the number of sales in the top three of the entire TV market will decline, and the top three of LeTV's entry into the market are still very likely.
However, LeTV’s ambition is not limited to this. From the perspective of its three internal strategic goals, sales of 6 million units in the Chinese market are only the first step. In 2016, LeTV will also complete sales of 10 million to 12 million units. The goal will hit China first! It will even enter the overseas market and start its dream-world journey.