LeTV O2O case analysis: How does “buy a TV and get high-end kitchenware for free” work?

When LeEco's senior executives and its partners' "domineering president" personally cook and put on a reality show, you might think that LeEco is going to make a revolution in the kitchen this time and launch new kitchen appliance ecosystem products, but in fact the purpose of this reality show is not to "simple and crudely" promote new products.

If you want to create new things between TV and kitchenware, you need to have some real skills. LeTV has upgraded the traditional O2O through the model innovation of "large-screen ecological service operator", allowing users to shop happily while buying and watching TV, and share the dividends brought by the ecology.

Just giving away kitchenware? That's not an ecologically sound approach

At the "Kitchen Story" offline salon event, LeTV announced a strategic partnership with Zhongke Mall, and launched a special event for high-end kitchenware/tableware based on the LeTV Super TV large-screen purchase. At that time, big-name kitchenware brands such as Zwilling, Corning, Miji, Huiren, etc. will participate in the event to jointly create a high-quality kitchen life.

From October 22nd to October 30th, LeTV's offline LePar experience store also launched a special "Kitchen Story" event. Users who purchase the 4th generation Super TV (50 inches and above) can enjoy high-end kitchenware/tableware gifts such as Corning from the United States. They only need to leave the corresponding information when purchasing the TV, and then log in to the Super TV large-screen shopping desktop to complete the gift redemption in the special area.

Liang Jun, president of LeTV Zhixin, said that since the launch of LeTV Super TV Large Screen Shopping in February this year, it has been aiming to create a new way of Internet shopping, using video, scenario, ecological and platform methods to establish a high-quality living room shopping mall that can meet the shopping needs of the whole family.

For traditional TV manufacturers, it is very difficult to make a profit by selling TVs, let alone giving away high-end kitchenware worth thousands of yuan. Now it is time for manufacturers to compete on how to deeply operate users and monetize the accumulated traffic. Unlike other manufacturers who operate content, LeTV has been operating users. Super TV has opened up a unique "large-screen ecological service operator" model in the world, focusing on the cultivation of niche users and continuously creating innovative ecological services, fully releasing user value through ecological operation capabilities, and continuously leading the development trend of the industry.

In order to better integrate with TV products, LeTV Super TV has also launched a food and lifestyle channel, covering popular and healthy food programs such as "One Line Food", "12 Tastes of Feng Wei", "Foodie Uncle", "Cook's Story", "You Look Delicious", etc., and will soon launch "Huang Xiaochu", "Dating the President's Private Kitchen", "Daily Cooking", "Canned Videos" and so on. Users can put what they have learned from TV programs into practice and closely integrate them with their daily lives.

The Zhongke Mall, which is the strategic partner of LeTV Big Screen Shopping, is a new large-screen video shopping model created by Zhongke Resources, a subsidiary of the Chinese Academy of Sciences. It focuses on selling international brand products and imported products, such as Zwilling of Germany, Mitech of Germany, Hyein of Korea, Corning of the United States, Zojirushi of Japan, Delonghi of Italy, Kenwood of the United Kingdom, etc., and provides consumers with high-quality international products. In other words, after the cooperation between the two parties, LeTV TV will provide users with video programs while also creating a high-quality shopping life for users.

O2O pioneer under the large-screen ecological service operator model

The traditional O2O model is a simple combination of offline and online, which opens up new market channels for traditional enterprises as costs increase year by year. However, in recent years, the O2O model has gradually entered a bottleneck period, and it has become increasingly difficult to obtain accurate users.

However, with the relaxation of national policies in recent years and the return of large-screen viewing at home, large-screen marketing of Internet TVs has entered a golden age, and the user scale advantages and media value of Internet TV platforms have gradually become prominent.

In this context, LeTV Big Screen Shopping is the world's first family scenario-based large-screen ecological shopping platform launched by LeTV on super TVs. It has the characteristics of video, scenario, ecology and platform. By joining the big-screen shopping platform, brands can achieve brand exposure and generate product sales conversion.

Liang Jun said that ecological TV reconstructs the value of TV, allowing users to pay only for the core value, and can provide segmented operation services for different family users, making the large screen gradually become the entrance to entertainment and the Internet. Ecological TV is not a TV, but an open and closed-loop large-screen Internet ecosystem created through vertical integration of the industrial chain and reconstruction of the cross-industry value chain. Through boundary-breaking innovation and ecological operation, it continuously creates unique product experience and higher user value.

Previously, LeTV launched its first "Big Screen Quality Life Festival" in August. A large number of products from top brands including LEGO, Zwilling, Philips, Mengniu, Caesar Travel, Midea, Supor, RIO Cocktails, etc. all participated in the event to benefit all LeTV fans. The event also linked the entire network to launch the strongest 12-hour all-media shopping live broadcast in history, with total sales exceeding 10.67 million yuan, more than 15,000 orders in total, an average sales of over 10,000 yuan per minute, and an average price of 690 yuan per order, far exceeding traditional e-commerce and creating a miracle of big-screen shopping consumption.

The success of the large-screen ecological service operator model is bound to break the existing monopoly of Alibaba and JD.com. In addition, the traditional retail industry is accelerating its transformation to the Internet, forming a new balance. The ecology of "media retail e-commerce" under the monetization of media traffic is gradually taking shape.

Industry experts believe that "traditional TV shopping is far from the lifestyle of young people, but today's young people prefer scenario-based applications, which are expressed in a scenario-based way. They push interesting T-shirts, bags, and jerseys to me. This process caters to the lifestyle of young people, so LeTV Super TV large-screen shopping has captured the consumption trend of the next generation of young people."

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.