From cost pricing to value sharing, what is the secret behind LeTV Super TV’s continuous innovation?

In the four years since the birth of LeTV Super TV, while pursuing ultimate technology, it has insisted on pricing according to cost, forming a unique product strategy and concept.

Although there were doubts from competitors and industry insiders during its development, Super TV has continued to forge ahead in the past four years, creating a membership and large-screen ecological service operator model that is difficult for competitors to imitate. It ultimately changed the pricing rules of the entire Internet TV industry and became the most successful Internet TV brand in China.

Just as LeTV Super TV is four years old, the driving force of innovation is still pushing this leader in the TV industry forward. This not only enables it to continue its image as a "price killer" in the higher-end product market, but also creates a new model of shared value and explores new ways of playing in the era of Internet TV.

Twice the performance, half the price, the "price killer" becomes the big screen terminator

According to data from Aowei Cloud Network, the average size of Chinese TVs has increased from 42.2 inches in 2014 to 48.4 inches in 2017. It can be said that people's demand for TV size has continued to grow almost along with the speed of popularization of Internet-based televisions.

Where will the next sweet spot be for large-screen TVs? An industry expert predicts that 75 inches will become the dark horse in 2017.

LeTV is very forward-looking and has launched two new 75-inch super TVs on the occasion of the fourth anniversary of its super TV. In addition to the new quantum dot split Unique75, which is positioned as a technological flagship, the Super 4 X75 that will be launched at the same time will undoubtedly bring a greater impact to the large-screen TV market.

This is not only because the Super 4 X75, with the support of hardware configurations such as the original imported 4K panel, HDR high dynamic lighting rendering, all-metal integrated body, Mstar6A938 processor and 0.6L large sound cavity sound unit, still demonstrates unparalleled performance in the industry, but also because it is priced at only 10,999 yuan, which once again interprets the dominance of price-performance ratio.

Relevant data shows that at present, the average price of mainstream 75-inch large-screen TVs in the domestic market is 21,000 yuan, and high-priced products even sell for around 40,000 yuan. The "price killer" that once had twice the performance and half the price has returned again, and this is strongly reflected in the Super 4 X75 product.

In addition, LeTV also reduced the price of Super 4 X70 from 10,999 yuan to 9,999 yuan, bringing the price of 70-inch TVs back to less than 10,000 yuan.

Based on its long-standing practice of eco-content subsidies and cost-based pricing, LeTV has targeted the market for ultra-large-screen TVs of 70 inches and above, once again becoming the first to rewrite the pricing rules in this product segment.

This means that LeTV has lowered the entry threshold for users of ultra-large screen TVs of 70 inches and above for the first time, and will continue to build the most ideal TV terminal products for high-quality large-screen users and those who pursue high-quality life.

Shared TV can "make money" and ecological TV brings the real killer feature

Of course, in addition to the changes and layout of the ultra-large-size TV market, as of March this year, the domestic 55-inch TV market share is still as high as 27.4%, which means that 55 inches is still the golden size with the largest audience of domestic TV users.

LeTV Super TV also uses the new 55-inch product as the "main axis" of its fourth anniversary, but unlike all previous TVs, this time the Super 4 X55M is the world's first shared TV.

Shared TV originates from the ecological reaction brought about by the open and closed loop of Super TV, which means that this is another new unique skill of LeTV Super TV.

In terms of form, LeTV boldly introduced the concept of membership "renewal" into Super TV. On the basis of purchasing a one-year membership, one only needs to purchase a one-year Super Movie and TV membership for 490 yuan and participate in sharing activities. One can get a maximum of four years of Super Movie and TV membership and realize the "renewal" of membership rights.

This kind of "refill" is not a difficult task for most users. Users only need to complete any one of the three tasks to get a one-year super movie and TV membership. Tasks like being online and turned on for more than 277 days a year can be easily accomplished. Statistics show that more than 70% of 55-inch super TV users currently have an average annual usage of more than 225 days. Users only need to turn on the TV one more day a week to complete the task.

On the other hand, the Super TV's move towards a new lane of value sharing does not mean that LeTV will compromise on hardware. The Super 4 X55M is still a performance weapon in the TV industry with a running score of more than 50,000 points.

The addition of shared thinking, to be precise, is just like the ultimate performance and ecological development advocated by Super TV, making Super TV more and more unique in all dimensions.

If the performance differences between different brands and products can be narrowed or even offset through hardware upgrades, then LeTV's pioneering initiatives in super TVs have created an almost insurmountable gap and chasm for its friends and competitors.

Subverting tradition and never stopping, the innovative spirit of Super TV has been deeply rooted in its bones

There is no doubt that whether it is the courage to challenge the price bottom line of the larger-size high-end TV market, or the courage to let TV also play a role in value sharing, LeTV Super TV, just like when it was first launched four years ago, dares to subvert the industry rules of the traditional TV industry for 30 years.

Obviously, this kind of innovative spirit has penetrated into the LeTV brand's bones during its four-year development process, and the driving force behind it is inseparable from the subversive tone set by the Super TV since its inception.

First of all, as for the product itself, the Super TV is the world's first asymmetric cloud base and the world's first TV to adopt a seamlessly bent ID metal frame design, transforming TV production from template-based to artistic; it is also the first to use Corning glass light guide plates to overcome technical difficulties, making the TV thinner and lighter; coupled with the application of Qualcomm's top processor Snapdragon 810 chip in TV products, and the industry's first to increase the standard memory of the entire product line to 3GB, making performance one of the standards for judging smart TVs.

Secondly, at the business model level, LeTV is committed to accelerating the transformation of the television industry from the traditional to the Internet model. As the pioneer and promoter of the membership service model, LeTV Super TV has started with a bundled 2-year membership in 2013, launched a bare-metal + membership machine in 2015, reduced the hardware of the membership machine by 300 yuan until the hardware was free, and reduced the hardware by 300 yuan for the first year of membership in 2017. In four years, LeTV Super TV users have developed the habit of paying for high-quality content, which has not only resulted in a strong correlation between hardware costs and product prices, but also found a new profit point for the television industry, which has always made profits solely from hardware profits.

What is more worth mentioning is that the changes in products and business models have directly led to new user behaviors becoming the new normal in the super TV usage scenarios, and users have gradually reached the turning point from watching TV to using TV.

According to data provided by Cool Cloud Interactive, from 2014 to 2016, the average time users spent watching signal sources decreased year by year from 70% to 40%, while the average time spent on Internet services increased year by year and completely surpassed traditional signal sources in 2014.

Under this industry trend, 89% of LeTV Super TV users' viewing time is outside of the signal source.

At the same time, users' standards for choosing TVs have also changed. From choosing screens and price-performance ratios to choosing hardware configurations, rich content, and good reputation, choosing TVs has transformed into choosing services and experiences. The hardware price-performance ratio has become a price-performance ratio dominated by content services.

Today, LeTV Super TV users can even participate in every aspect of the product design, R&D, dissemination, sales, after-sales and operation, truly transforming from customers to owners. This has also brought more than 50,000 fans' feedback and suggestions to the development of LeTV Super TV today, and the total number of adopted suggestions has exceeded 8,000.

At the Super TV 4th Anniversary Conference, Liang Jun continued to regard the explosion of value of smart terminal entrances dominated by advertising, the panoramic ratings sampling to obtain accurate user viewing trajectories, and the unstoppable pace of large-screen TV as the three major development trends in the future of the TV industry:

From the initial label of cost pricing to today's vision of value sharing, we also see that these foreseeable trends in the future are also opportunities for Super TV to continue to find innovative entry points.

After four years of rapid development, LeTV Super TV's journey of disruption and innovation continues.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.