Facing 9 million TV sales and strategic adjustments, LeTV needs a Trump-style reversal

Today, if it weren’t for the US election, if Trump hadn’t won the election, I believe that many people’s WeChat Moments headlines would still be “LeTV’s Sea and Fire”.

Even when the situation was not very good, LeTV was not affected by any public opinion or publicity, and still held its 2017 resource promotion conference with great fanfare. "The more you say I can't do it, the more I want to do it well for you." In fact, this is really LeTV's idea.

At the meeting, Liang Jun, president of LeTV Zhixin, announced that from its launch on July 3, 2013 to the end of October 2016, the cumulative sales of LeTV Super TV reached nearly 9 million units, and it is about to enter the top three in China's TV sales, becoming the biggest dark horse in China and even the global TV industry.

Wasn't Trump always not favored? Yet the American people chose this businessman as president; wasn't LeTV criticized every day? Yet the sales of its TVs kept rising.

The whole world is changing, so let’s give these dark horses some more chances to see how they change the future.

Beyond OTT, opening the next new media era

In the past, we always asked LeTV, "When will the TV sales reach 10 million units?" Now it seems that this goal will be achieved by the end of this year. So after selling 10 million units, what is the next goal of LeTV TV?

LeTV’s answer is to stop pursuing sales maximization and focus on deep user operations. Liang Jun believes that LeTV’s large-screen user value and marketing value will surpass OTT TV and will usher in the next new media era.

Unlike other manufacturers who operate content, LeTV operates users. Super TV has launched a globally unique and sustainable "large-screen ecological service operator" model. It continues to create innovative ecological services for niche users, creates a new large-screen Internet lifestyle through ecological operations, cultivates users' payment habits on Super TV, and fully releases user value.

"Half of the Super TV users have houses and cars." Liang Jun revealed that high-quality user resources are the foundation of LeTV's large-screen operation. Nielsen Netcom data shows that 94% of Super TV users are aged 20-45, 86% of users are from families with two or more people, 58% of users have a monthly household income of more than 10,000 yuan, and 89% of users own their own homes.

This is also an important reason why products such as luxury goods and cars can be sold on LeTV TV. This year, LeTV's large-screen shopping sales have grown rapidly, reaching 15.458 million yuan in August. At the first "Large-Screen Quality Life Festival" launched by LeTV on August 20, total sales exceeded 10.67 million yuan, with a customer unit price of 690 yuan, more than twice the industry average. At the same time, LeTV's large-screen shopping has also become a high-end consumer position, with Zwilling kitchenware with a unit price of 2,985 yuan per set having a total sales of more than 670,000 yuan.

It is precisely because of the existence of such a group of high-quality users that LeTV will pay more attention to how to make profits on the TV screen in the future. Liang Jun said, "In order to fully release the value of users and activate the marketing value of super TV, LeTV has created marketing resources such as scene entry advertising, super carousel channels, smart desktop advertising, traditional OTT advertising, and ecological innovation cooperation on the super TV side, and is committed to growing together with partners."

It is understood that in the future LeTV will also launch a "star-gazing system" to support the delivery of large-screen full-advertising products, which can instantly complete the steps of matching, responding, classifying, segmenting, pushing, and using.

At present, LeTV's large-screen marketing has attracted more than 200 brands including Mercedes-Benz, BMW, Infiniti, Dior, etc., and Super TV has become the most valuable marketing platform in the industry.

If these internationally renowned brands did not have confidence in the future of LeTV TV and its ecological development, I believe they would not have taken the risk of making LeTV their "poor friend".

Will LeTV stage a Trump-style reversal in the future?

Before the US election, Trump was once behind Hillary, but then he made a great comeback on election day.

Some say Trump's approach is good, while others say it is not.

Some people agree with Jia Yueting's ecosystem, while others are pessimistic about it.

Chen Gang, deputy dean of the School of Journalism and Communication at Peking University, said, "Trump and LeTV Super TV are both products of the victory of the Internet. Over the years, LeTV TV has continued to develop steadily and has become a super platform for digital marketing and communication, and the only entrance to future family life. I hope that LeTV TV will further develop in the field of family digital life service platform, promote the transformation and upgrading of China's Internet, and create better value for advertisers."

Jia Yueting and Trump are both businessmen. Because of his identity as a businessman, Trump has a completely different way of thinking and operating methods from other politicians; because of his businessman's thinking, LeTV also tells a completely different story from other Internet companies.

Therefore, the word "value" is always on the lips of LeTV executives.

"Imagine how large the global number of TV acquisitions will be by the end of next year. It will even be larger than two LeTVs, because it is not a channel, it is the entire entrance to turning on and off the TV. Every minute and every second can be operated, and it is operated by a backend. You don't have to negotiate with two TV stations, you only need to cooperate with LeTV, and you can make full use of the 4 to 6 hours a day when the TV is turned on. This will fully change the relationship between the original users, customers and LeTV." said Ablikim Abilimid, vice president of strategic management of LeTV Holdings.

In the future, LeTV's entire strategic rhythm will fully enter a stage where it focuses on rapidly expanding users under a money-burning model, and transforms to a stage where it gives equal importance to positive ecological operating cash flow, rapid growth and technology to acquire large-scale high-value global users.

The transition from extensive operations to refined operations of users is an irreversible trend in Internet TV. "Any business that does not make money is a hooliganism." If LeTV wants to escape from the cold sea, it must constantly maximize the value of existing users. To put it bluntly, if there is a problem with the capital chain, then it must find a way to make money.

Amu said, "LeEco's core values ​​will not change because of a short-term rhythm issue. LeEco's spirit of subversion will not change, whether it is its existing business or its future expansion. Subversion is LeEco's gene. If the gene is broken, LeEco will be gone."

The world needs someone to break the rules and make a change.

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.