The current color TV industry is filled with an impetuous, awkward atmosphere. After more than 30 years of manufacturing experience, traditional color TV companies have experienced a sense of generational sensation and discomfort during the fast-growing Internet era, and a group of internet companies that have been brainwashed by Internet thinking have been trapped in the quagmire of “low-cost user replacementâ€.
The emergence of LeTV Super TV proved another possibility for the development of the color TV industry. Through the "platform + content + terminal + application" architecture ecosystem, in just 3 years bursts of amazing energy, let LeTV as a leader in the industry and the market leader. By.
Data will not lie. From 919 Music Festival, to 414 hardware free day, from the double 11 to 618, LeTV Super TV sales every time no suspense to rank first in the industry. LeTV, which is free from simple hardware games and content competitions, is using a larger view of the landscape, and in an era of disruption and change, it is interpreting the miracle of ecological anti-reaction.
The price is dead, the price is higher than the current price
Looking at the development context of the color TV industry, we can see that the core values ​​of the products pursued by enterprises and users are constantly changing in the process of color TVs going from scarce to general consumer products.
In the era of scarce goods, color TV companies solve the problem of "have" and "nothing" of the product, satisfying the demand of the user "having", and the user is free from space and freedom of choice. In the era of mass consumer products, the color TV industry has collectively broken the manufacturing bottleneck. When the volume of color TV products is placed in front of users, cost-effectiveness becomes one of the most important factors for users to measure product value.
However, after entering the new era of the Internet, color TV has not only become a hardware carrier for receiving TV content in one direction, but has become the most important entrance to the home Internet with unlimited imagination. The era of competition hardware cost-effectiveness also gradually withdraws from the historical stage with the development of the Internet.
Hardware is part of the value of color TV, but it is clearly not the most central part. After hardware bottlenecks and differentiation are gradually broken, the software, content, applications, and services running on the hardware are what the user is most concerned about. Therefore, if the thinking is still in the stage of hardware competition, it will not only fail to cut the user's core pain points, but will not be able to promote innovation in the industry.
LeTV’s sales volume has been doubling every year, and it has always ranked first in all major online promotions including the 618 E-commerce Festival. The reason is that LeTV has already bid farewell to the cost-effectiveness of competition parameters and prices. Take the lead in the new stage of price competition than competition.
LeTV has two major advantages in terms of price-to-card ratio: First, pricing advantages, hardware negative pricing models make traditional manufacturing schools difficult to follow, and second, ecological resources, LeTV, LeTV, LeTV, and easy-to-use vehicles. , application, service resources and TV screens are counterproductive and can create new user values ​​and experiences, which are difficult to imitate by both the traditional and late-generation Internet users.
Allowing users to pay for core content and services, rather than paying for hardware and brand premiums, seems to be a disruptive move by LeTV, but it has actually become an important push for industry progress.
Terminals quickly increase capacity, winning the operation
Traditional TV companies have actually missed too many opportunities. Before LeTV entered the color TV industry, the sales of the top five giants such as Hisense, Skyworth, TCL, Changhong, and Konka each year are basically around 10 million units. However, they lack the courage to embrace change and have not attempted to turn customers into operational users.
Let's change everything. For LeTV, every customer purchasing a Super TV is a high-value, operational user. Through the desktop service of content services, LeTV has created a number of large-screen Internet portals such as carousels, children, shopping, games, and applications. The value of the large-screen Internet has been released through the operation model of Focus.
This practice is music as the first initiative, but also the earliest harvest of the industry dividends. According to the data of the LeTV Intelligent Terminal Research Institute, LeTV Super TV users are extremely active, with an average daily boot rate of 65%, an average daily boot time of 5.8 hours, a daily average video playback time of 4.11 hours, and an average on-demand time length of 18.9 hours. The average rotation time is 5.95 hours, and the average game starts 14.5 times. Such figures have lost the most in the industry.
Active users bring about the release of advertising value. It is understood that LeTV's advertising revenue for the Big Screen Q1 has increased by 545% compared to the same period last year; the number of advertisers for LeTV's big screen has increased by 557% compared to the same period last year; the Q1 weekly orders for LeTV's big screen ads have exceeded 10 million. It is worth mentioning that the single-customer orders for LeTV’s large-screen ads have exceeded 20 million, and the value of large-screen marketing has been increasingly recognized by brand owners.
Compared with traditional color TV companies, the amount of color TV that can be operated is once a disadvantage of LeTV. However, it seems that LeTV has already achieved a curve overtaking in this respect.
On the one hand, LeTV’s sales of super TVs are doubling every year. This year’s sales will exceed 6 million units, and its own brand of smart TVs will exceed 10 million units. On the other hand, after LeTV’s acquisition of TCL, it’s not only The strategic resources in the supply chain of color TVs have also won the power of the TCL color TV's boot advertising operation with more than 10 million shipments per year.
According to April data, TCL has 13 million smart TV home users and maintains an ultra-high growth rate of 30% per year. After LeTV’s cooperation with TCL, LeTV will be able to cover 20 million large screens and 70 million TV viewers behind it, and It is a high-value audience that traditional TV is difficult to cover.
The combination of LeTV+TCL enabled Letv's number of operational smart TVs to leap to the top of the industry. Based on its advantages in operating capability, the number of operational terminal bottlenecks also broke through at one stroke.
Ecology is deeply rooted in people's minds, and industry reshuffle accelerates
Regardless of how industry companies question or even criticize, they have been unable to block the advancement of LeTV. Vertically integrated industrial chain + horizontally extended ecological circle, both of which constitute the music as the ecology of Super TV will push the dominant position in the industry.
The eco-label that has already been tagged by LeTV has been questioned and not understood from the very beginning. It has now begun to deeply influence the development of the industry and has also been accepted by the majority of users.
However, the color TV industry still exists. The technical disputes of traditional enterprises are still continuing. After Lele entered the market, Xiaomi, Xiao Wei, Cool Open, Storm, Popular, CAN and other brands tried to win users with more aggressive price wars and win the possibility of future profits. .
The author believes that LeTV superb television has already harvested the early dividends of the ecology, and the future more room for development still depends on the expansion of LeTV's ecology and its counterproductive effects. The expansion of each of the seven sub-ecosystems and the reversal of sub-ecosystems will ultimately determine the final development level of LeTV.
Regardless of the height at which LeTV can reach, a new round of industry reshuffle has already arrived. Traditional manufacturing companies are making tough adjustments under the stimulating effect of music. Although not necessarily keeping up with LeTV's footsteps, being a follower should not be a problem. However, a large number of Internet brands that do not have a manufacturing base and lack cooperative fighting resources are difficult to break through at both ends of sales and operations, and are likely to quickly fall behind and disappear within 1-2 years.
In a comprehensive view, the end of the product-end market price breaks down the solidified thinking of companies and users in the cost-effective era, and the operators endeavor to break the bottleneck of the number of terminals and the quality of operations. The industry is helping traditional enterprises to promote supply-side reforms. Accelerating the process of industry reshuffle and evolution, LeTV Super TV demonstrates the unique value of ecological companies in a series of breaking and standing.
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