Why did LeTV Super TV win the Double 11 championship for three consecutive times?

On November 11, 2014, LeTV Super TV’s total sales exceeded 158 million yuan, making it the top-selling TV on Tmall.

On November 11, 2015, LeTV's full-ecosystem and full-channel super TVs had a total sales volume of 386,000 units, with total sales of 960 million yuan. LeTV Super TVs ranked first in both sales volume and sales revenue in the TV category on Tmall, and ranked first in both sales volume and sales revenue in the TV category on JD.com.

On November 11, 2016, Super TV won seven first places on Tmall and JD.com: it ranked first in total sales on Tmall, ranked first in single-store sales of LeTV TV flagship store in the TV industry, Super 4 X50 ranked first in sales of 50mm TV, Super 3 X55 ranked first in sales of 45mm and above TV, LeTV Super TV X65 ranked first in sales of 60mm and 65mm TV, and 70% of Super TV sales on Tmall were large-size products of 50mm and above; it ranked first in total sales and total sales volume on JD.com, and 60% of its sales were large-size products of 50mm and above. Super TV topped the list on JD.com for 11 consecutive days, leaving the others far behind.

Three years have passed quickly. Judging from the Double Eleven performance created by LeTV in the past three years, LeTV TV has grown into a TV brand that is increasingly known and chosen by users. It is not only a disruptor of the development concept of the TV industry, but also has the ability to rewrite the industry landscape in the market.

Why is Super TV selling so well?

Before talking about LeTV's three consecutive championships, we must first understand the background. At the end of October, LeTV TV announced a strategic adjustment, announcing that "the pursuit of maximum sales will no longer be the primary goal at present." Frankly speaking, compared with the previous 919 Music Fan Festival, the Double Eleven, a carnival, is not the real focus of LeTV's brand marketing. However, even without large-scale marketing, Super TV still stands out and succeeds. LeTV TV's good brand image has taken root in the minds of consumers.

Nowadays, when consumers choose a TV, they only care about hardware, software, content, and price. LeTV has achieved perfection in these aspects, making its super TV powerful enough to surpass traditional brands with a long history and many Internet brand competitors.

LeTV Super TV is the most daring player in the current smart TV market to seek breakthroughs in hardware standards, without a doubt.

LeTV has always adhered to the comprehensive high-end product strategy, making it the world's only TV running Qualcomm's top processor Snapdragon 8094 chip. It is also the first in the industry to use Corning glass light guide plates to overcome technical difficulties and make TVs thinner and lighter. It even provides motherboard upgrade solutions for older products, so that each generation of product releases represents the top configuration and highest performance on the market. Each super TV can meet the original intention of product research and development for efficient operation throughout the entire life cycle of 5-7 years, which is not empty talk.

On the software level, the EUI equipped with LeTV Super TV has gone through several generations of changes along with the development of Super TV. It has not only become a benchmark product for the interactive experience of smart TVs, but also backed by the LeTV ecosystem, which has enabled the content to be at the forefront of the industry both in terms of quantity and form, including massive resources such as film and television dramas, sports events, and quality, with a large number of 4K ultra-high-definition film sources and high-quality games.

It is precisely because of this "platform + content + hardware + software + application" ecological model that LeTV's TV business is no longer the sales of hardware as commonly understood, but a deep integration of content services, allowing LeTV Super TV to break through the limitations of hardware costs and achieve "negative profit" pricing.

This unconventional approach further lowered the threshold for users to enjoy large-screen entertainment, expanded the applicable population and scope of super TVs, and more directly led to LeTV, which was once generally regarded as a disruptor in the TV industry, gradually becoming the sales leader in the TV market.

Super TV is creating more value

There are many factors that contribute to the iconic brands and products of the television industry in a certain period. For example, the Trinitron technology developed by Sony after seven years of research and development in the last century made it unrivaled in the CRT era; and Samsung became the global leader in flat-panel TVs due to its foresight in liquid crystal display technology.

As for LeTV, on the surface, the higher cost-effectiveness, better content and experience have made the Super TV impress consumers and achieved overwhelming sales. But from LeTV's own perspective, the value of the large-screen TV is far more than that.

According to the September "Large Screen Operation Data Monthly Report" of LeTV Intelligent Terminal Research Institute, the average power-on time of super TVs above 55 inches in September was 6.5 hours, which is higher than the average power-on time of 5.37 hours for smart TVs of 50 inches and below.

For general TV manufacturers, especially traditional TV manufacturers, analyzing such data may only mean that users' consumption tendencies are more inclined towards large-size TV products. However, for LeTV, in addition to indicating that more resources are worth allocating to large-size products in the future, the division of user groups by TV screen size is also a business signal that can be actively utilized.

The super TV that can provide content services is not just a video display in the living room. In the second half of this year, LeTV relied on the large-screen TV to continuously explore new user consumption scenarios. In August, it launched the first "Large Screen Quality Life Festival", and cooperated with LEGO, Zwilling, Philips, Mengniu, Caesar Travel, Midea, Supor, RIO Cocktail and other "food, clothing, housing, transportation and beauty" top brands to launch a 12-hour full-media shopping live broadcast. In October, it continued to hold an offline salon event called "Kitchen Story", using the "large-screen ecological service operator" model to upgrade the traditional O2O industry.

The results show that in LeTV's series of "big screen purchases" activities, the average purchase price of large-screen TV users with 60 inches and above in September was 1.5 times the overall level, indicating that large-screen TVs are more valuable to operating users.

Of course, it's not just a new form of shopping. LeTV's own added services also make large-screen TV consumers more sticky. The average period for users of 50-inch to 70-inch TVs to purchase movie and TV memberships is 8 months, while the figure for users of 40-inch to 43-inch TVs is 6 months.

It is foreseeable that with the development of science and technology, data will become the most valuable resource. After achieving a market growth rate of nearly 9 million units in cumulative sales, LeTV Super TV aims to develop new functions and roles for large screens and give TVs a new role on the one hand, and on the other hand, based on a large user base, make large screens a source of big data. Compared with traditional companies that only treat TVs as hardware and look at sales data, Super TV is bound to have more chances of winning.

The TV business has become a successful microcosm of the future of LeEco's ecosystem

Frankly speaking, compared with the previous 919 Music Fans Festival, the Double Eleven, which was a carnival for everyone, was not the real focus of LeTV's brand marketing. However, even without large-scale marketing, the Super TV still stood out and achieved success, which shows the strong vitality of LeTV's TV business that is becoming increasingly mature and stable.

There is no doubt that LeTV, which emphasizes ecological development, has already moved from large screens to multiple screens, and from smart hardware to smart cars, and has thoroughly outlined an extremely huge ecological blueprint.

But looking back, if we were to say which business at this stage can truly demonstrate LeTV's strength and make the ecosystem truly take off, then whether it is considering products, sales volume, sustainable value-added services and other aspects, Super TV is definitely the answer.

First of all, Super TV has created the most benign development path for LeEco's ecosystem and even the future TV industry. As Apple pointed out, "The future of TV is apps", as large-screen TVs become more and more Internet-based, the importance of content services will be on par with the level of basic hardware. LeEco, which has a complete content system, realized this earlier than Apple and other TV manufacturers. In addition, it has recently completed capital investment in traditional enterprises, further controlled the discourse power of upstream hardware manufacturing, and successfully carried out the balance and shift of product focus, guiding consumers to cultivate new product evaluation standards.

In addition, Super TV is a typical example of LeTV's transformation of traditional products from "one specialty to multiple functions". The significance of ecologicalization lies in interconnection, and the core is to expand the use of products that originally only do one thing. At the user level, Super TV is another entrance to display large screens, game consoles and smart homes, while at the commercial level, Super TV is a port for content service transmission and a platform for the operation and implementation of future O2O and e-commerce, which is difficult to do at the same time on other TV terminals.

Finally, it is worth mentioning that the Super TV has also become the pioneer of LeTV to replicate the ecological model in overseas markets. After LeTV's US press conference on October 19 this year, LeTV brought the "Smart Ecological Season" to the other side of the ocean. Through cooperation with many video content service providers such as Netflix, Google, Hulu, SHOWTIME and SLING TV, LeTV Super TV, Super Mobile Phones and other smart derivatives were sold out in the US market in 4 hours and 15 minutes. Among them, the world's first 85-inch ecological TV new product uMax85 was sold out in 9 seconds. The unprecedentedly successful 85-inch Super TV had a total reservation volume of more than 4,000 units in the US Lemall Mall in 48 hours, which is twice the annual consumption of 85-inch TVs in the United States.

It can be said that under Jia Yueting's bold idea of ​​"running blindly", LeTV's development has been full of speculation and doubt. From a certain perspective, super TV is becoming more and more down-to-earth and constantly breaking through the pace of chemical reaction, giving people more confidence in looking at LeTV amid doubts.

Objectively speaking, the Super TV, which is at the center of LeTV's ecosystem, has also allowed consumers and industry insiders to see more clearly what LeTV wants to do and understand the impact and significance of the ecosystem on LeTV. The TV business is laying a solid foundation and support for the second phase of Jia Yueting's planned ecological strategy in the most core manner.

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.