LeEco's overseas expansion has become a new model for China's globalization, which has been recognized by discerning Americans

" Entering North America and selling to Europe" was once an important step for many domestic brands on the road to globalization. Many companies were considered to be global companies if they said, "We have branches in the United States, Europe, and India."

But why do consumers only recognize global companies like Apple, Microsoft, Google, Samsung and Sony? The answer is simple. These companies not only sell products around the world, but more importantly, they focus on integrating into the local market and bringing their entire corporate culture to the world.

So do we have truly globalized technology companies in China? The answer is yes, and fortunately, we have a blind explorer who has explored a new model for the globalization of Chinese companies, that is Jia Yueting and his LeEco.

When it comes to globalization, the Chinese are best at buying. Isn’t it difficult to enter overseas markets? Aren’t users highly loyal to brands? Then just buy a foreign brand that is in poor operating condition but relatively mature, and use the shell to directly penetrate the enemy.

In 2004, Lenovo acquired IBM's personal computer business, which was regarded as a model of Chinese enterprises' internationalization at the time. Previously, Hisense also acquired Sharp's TV business in North America. For domestic brands, acquiring the TV business of a mature North American brand can quickly break through the production capacity bottleneck in North American business, and brand licensing can also help manufacturers obtain more channels and brand resources.

In addition to acquisitions, domestic technology companies are also good at single-point breakthroughs. For example, Alibaba globalized its Alipay business, Tencent launched WeChat abroad, Huawei's mobile phones have been making great strides, and even Xiaomi has sold its boxes to the United States.

But in the eyes of mature entrepreneurs, no matter how good the sales of a single product are, it is still dwarfed by the globalization of Microsoft, Samsung, and Sony.

So LeTV CEO Jia Yueting made a decision. Simply selling mobile TVs in Russia, India, and the United States would only bring a small profit. In his American dream, he wanted to move the entire LeTV ecosystem to Silicon Valley, 9,000 kilometers away, to be neighbors with companies like Google, Microsoft, Facebook, and Apple. This would make competition more direct, localization faster, and the ecosystem would once again be transformed in the American continent.

This is a new way of playing globalization.

Unlike going overseas through backdoor listing, LeEco is still the LeEco that focuses on ecosystem when it goes to the US. It is like Samsung, which dominates the global high-end TV market. It is called Samsung in Korea, Samsung in China, and Samsung in the US, Europe, and Africa. LeEco is just the English abbreviation of LeEco ecosystem, which shows LeEco's confidence in brand building.

At the beginning of this year, LeTV announced its globalization strategy. At the time, it seemed more like a Don Quixote-like rush, but we all saw what happened later, and one PPT after another became reality.

It made a strategic investment of RMB 1.875 billion in TCL, spent US$250 million to acquire 48.6 acres of development land from Yahoo, and acquired the leading American TV brand Vizio for US$2 billion. It also held press conferences in the United States three times... This year is the first year of LeEco's globalization strategy. In addition to the United States, LeEco has already landed in Hong Kong, India, Russia and other places, and has continuously achieved fruitful results. The full landing of LeEco's ecosystem in the United States this time can be said to be the top priority of LeEco's globalization strategy.

I recall the press conference when Sony PS4 entered the Chinese market. Four Japanese executives of Sony appeared on stage, and three of them spoke in Chinese. They told us, "Speaking Chinese shows that we value the Chinese market." In fact, Sony China's localization is not limited to the language. In the speeches of several Japanese executives, they grasped the Chinese national conditions very well and emphasized the support of the Chinese government and leaders.

Just like Sony PS4 entering the Chinese market, LeEco has also made great efforts in localization. Now this content-based company has not only established its headquarters in Silicon Valley, but has also recruited more than 500 executives from international technology companies such as Huawei and Google to join the company and establish its global headquarters in Silicon Valley, making it look like a global company. At the Bigbang press conference, LeEco's North American executives appeared on stage, switching between Chinese and English freely. Executives of international corporate partners such as Qualcomm Chairman Paul Jacobs and Lionsgate CEO Jon also appeared on stage.

"Some people say that LeEco is Apple + Tesla + Samsung + Amazon + Netflix + Disney. Some people say that it is crazy for LeEco to come to these great companies' home turf to compete. But I want to say that LeEco is not a Chinese company but a global company, just as LeEco is an open closed loop compared to Apple's closed loop," said Jia Yueting.

On the road to globalization, Chinese companies are left with a trail of corpses.

But someone once said to me, "Jia Yueting has made several good moves that have left many other companies far behind. One was to start LePar offline, another was to invest in TCL, and the other was to acquire Vizio."

The LeTV investment and marketing team led by Jia Yueting is a company that constantly explores the possibilities of human thinking.

After going overseas, LeEco is LeEco's vertical integration, open and closed-loop ecological concept and UP2U model, and the world's unique "platform + content + hardware + software + application" ecosystem. Through the powerful LeEco cloud platform that is spread all over the world, the EUI system that spans terminals as the ecological center, rich and innovative smart terminals including ecological TVs, ecological mobile phones, super bicycles, LeEco VR, etc., LeEco Mall (Lemall) that removes channel premiums and directly reaches customers throughout the entire process, LeEco's unique LeView, LIVE, LE and other powerful applications, plus the super cars that will be mass-produced and launched in the future, it will bring unprecedented ecological life to American users.

In terms of content localization, which is the biggest concern of the outside world, LeTV has also given a clear answer. Unlike the practice of building its own film and television content library in China, LeTV has adopted a new open content strategy in the United States: cooperating with American content suppliers, relying on LeTV Cloud and EUI system to build a content platform to provide content experience for American users. This can also liberate content suppliers from the operation and distribution model. At present, LeTV has reached cooperation with video content service providers such as Netflix, Google, Hulu, SHOWTIME and SLING TV.

American consumers also gave positive feedback. At 10 a.m. on November 2, US Pacific Time, LeTV's super TVs, super phones and other smart derivatives were all sold out in just 4 hours and 15 minutes. Among them, the world's first 85-inch eco-TV uMax85 was sold out in 9 seconds, and Le S3 Gold was sold out 53 minutes after it was launched, which shocked American competitors. "It turns out that this is the speed of China under the eco-effect."

Jia Yueting once said emotionally: "I firmly believe that our model will represent the future. LeEco may fail, but I believe that the Internet ecological model represented by this new species of LeEco will definitely succeed."

“If you don’t know the world, how can you know China?” LeTV’s overseas expansion is like a mirror. On one side you see globalization, and on the other side you see China’s economic growth and development model. They mirror each other and influence each other.

This year marks the 15th anniversary of China's accession to the WTO. Although the road to globalization for Chinese enterprises is not always smooth, we must still see that the rapid development of new technologies is an important driving force for globalization. No one can stop the rapid development of new technologies brought by the Internet. It connects everyone together and brings all forces together. The successful landing of LeEco's ecosystem in Midea has given Chinese enterprises hope to go overseas again, and LeEco has also become a new example of globalization with Chinese characteristics.

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.