Why is it that only LeTV Super TV won the IFA Gold Award?

On September 2, Berlin, Germany, IFA, Europe's largest consumer electronics show, kicked off. At the same time, the results of the 2016 "IFA Product Technology Innovation Award" were also announced at the show, among which LeTV won the "Internet TV Solution Gold Award" with its super TV product.

LeTV is a newcomer in the color TV industry, having only entered the industry in 2013. However, in just three years, it has transformed into a global color TV industry giant at a speed that is unimaginable to the outside world.

In July this year, after LeEco acquired VIZIO, the largest TV manufacturer in the United States, the largest Korean media Chosun Ilbo quoted data from a well-known market research institution and said: "LeEco will produce 14.57 million LCD TVs this year, becoming the world's third largest TV manufacturer after Samsung Electronics and LG Electronics."

LeTV's performance in its home market of China is equally as impressive: in the second quarter of this year, LeTV's market share in China's TV market surged, and it has now entered the top five.

What is the magic of Super TV that can make consumers spread its word of mouth, make the Korean media speak ill of Samsung and LG, and make the IFA organizing committee award the only "Internet TV Solution Gold Award"?

We have reviewed nine classic cases of LeTV's Internet TV solutions to see what pain points Super TV has solved and whether the "Internet TV Solution Gold Award" is genuine.

Pain point 1: TV shopping has become a gathering place for low-quality counterfeit products

Solution: Large-screen shopping desktop and buy-while-you-see function

my country's TV shopping industry has undergone years of unhealthy development, with exaggerated communications frequently occurring and counterfeit and inferior products flooding the market. The image of the entire industry has long been greatly damaged, and the broadcast time period is far from prime time, usually appearing in the second half of the night.

In short, this was originally an industry far away from young people, but LeTV has used various means to bring the mainstream consumer groups back to the TV.

The videos on LeTV Big Screen Shopping are very clear, and the products sold are highly matched with LeTV users to create a high-quality life circle. Moreover, the shopping scenes are very intelligent and can accurately match users, allowing users to quickly purchase related products while watching animation parent-child, games, movies, sports, music and other content, satisfying the user's WYSIWYG shopping experience. For example, when playing the documentary about the Forbidden City, users can easily buy books introducing the Forbidden City; for example, when playing the promotional video of Dior, the new products of Dior, more than 200 bags worth 28,000 yuan, were sold out in more than a day; for example, when watching "Dear Translator", the same clothes and jewelry as Yang Mi will be displayed on the screen, and users can directly place orders to purchase the same items as the stars.

Pain point 2: TV advertising can no longer meet the needs of enterprises for large-screen advertising

Solution: Enterprise Platform

LeTV's carousel channel is also a very powerful large-screen innovation. It has a rich source of programs, covering everything from movies, concerts, music, MVs, TV series, etc., all of which are broadcast 24 hours a day, and all of them are high-quality video content. What's more groundbreaking is that LeTV has also tailored a corporate channel for enterprises!

This function combined with the "buy while you watch" function provides companies with another extremely valuable publicity and channel solution besides offline channels and e-commerce. For example, the Dior corporate channel can broadcast Dior's latest 2016 fashion show, behind-the-scenes footage, detailed explanations of Dior's ready-to-wear, handbags, and jewelry craftsmanship, Dior advertising films, interviews with celebrities at Dior fashion shows, interviews with Dior's creative director, and more than 100 other Dior-related video contents 24 hours a day.

In addition, LeTV can also use big data to analyze the users who watch these contents and which products they watch the longest, so as to fully meet Dior's potential customer scanning needs and introduce a higher concentration of target customers to Dior.

Pain point 3: Enterprises lack ultra-large screen solutions

Solution: 120-inch TV uMax120

LeTV's TV king uMax120 is a product with built-in solution attributes, which can almost meet all the needs of commercial and personal users for ultra-large-screen TVs.

Before the birth of uMax120, merchants had to sacrifice screen size or clarity to display ultra-high-definition products on large screens. However, uMax120 solves this pain point. It is the world's first 3D, 4K 120-inch product with a clarity 15 times that of a cinema screen and 4 times that of a home projector. It can present every detail of diamond jewelry, famous paintings and historical sites in great detail, and is the best solution for merchants to display these products in the most shocking way with high definition.

In addition, like other LeTV super TVs, uMax120 has a very powerful system, and LeTV's commercial department also has a dedicated technical team that can customize special systems and content presentation solutions for users.

Pain point 4: Children see content that is not suitable for children on TV

Solutions: Kids’ desktop, content rating

In November 2015, LeTV launched the country's first television early education system - LeTV Children's Desktop. On May 17 this year, LeTV upgraded the system and made a new version.

LeTV's children's desktop solves many problems for children watching TV. The first is whether the content is suitable for viewing.

Since there is no content rating system in China, Chinese parents cannot decide whether the content their children watch on TV is "not suitable for children". LeTV has pioneered a content rating system. Parents only need to set the age and gender of their children, and Super TV will push the corresponding content. It also stipulates different viewing times according to age. Parents need to intervene if the viewing time exceeds this limit.

Secondly, the children's desktop solves the problem of whether there is one or not. LeTV has joined forces with many well-known domestic and foreign educational institutions and animation producers to create a very complete family education program for children's education, entertainment, life, etc., so that parents don't have to search hard or open apps one by one on the TV. They can just open the children's desktop directly.

  Pain point 5: You can only watch a few games in the Chinese Super League and the Premier League, and the commentary is full of complaints

Solutions: Sports Desktop, LeTV Super Movie Membership, LeTV Sports Membership

In May this year, LeTV Super TV's latest system EUI 5.8 strengthened the concept of segmented operations. For sports fans, EUI 5.8 has become a real blessing. It can even be said that CCTV5 is out of date, and the sports desktop in EUI should be the new favorite.

Because CCTV5 can only broadcast a few Premier League and Chinese Super League games, on Sports Desktop, LeTV fans can watch all 380 Premier League games, and the commentary is by Zhan Jun. Major events such as the Chinese Super League, the World Cup Asian qualifiers, the AFC Champions League, etc. also have exclusive game sessions for LeTV Super Sports members.

As a member of LeTV Sports, in addition to top events, fans can also experience 1080P or 4K picture quality, split-screen live broadcast, multi-language commentary, live broadcast acceleration, and no advertising.

Pain point 6: Smart TVs are not smart for playing games

Solution: high-end TV, gaming desktop, super double-header, gaming stick, reinstalled games

After the Super TV was updated to EUI5.8, it also became a game console. LeTV not only upgraded the motherboard for the first generation Super TV users so that all existing Super TVs have the ability to play large-scale games, but also introduced a variety of reinstalled games and colorful game accessories for game fans.

Take the "Black Squad" that has been launched as an example. This game has a great background. It is known as the national-level game in South Korea and is the number one FPS shooting e-sports game in South Korea. Some fans commented that playing this game on a super TV is inexpensive, well-optimized, has many benefits, has great sound effects, and the game is very smooth. Moreover, this game supports the use of super gun king accessories and can also be played using a handle.

In addition, the games that have been launched or will be launched on the game desktop include: TTL highly interactive 3D summoning action game "Infinite Fantasy", phenomenal strategy shooting game "Little Troops 2", tomb-raiding theme retro large-scale rail shooting game "Dark Breakout", China's first independent IP arcade fighting game "Red Sparrow 2", large-scale RPG action game "Dungeon Hunter 5" and the blockbuster game "Assassin's Creed". In conjunction with these games, LeTV has launched accessories such as handles, super gun kings, somatosensory pistols, game console sticks, gesture somatosensory cameras, etc.

Pain point 7: Watching live concerts is much cheaper than watching them in person

Solutions: LeTV Music, Harman Kardon Audio, JBL Audio

LeTV Super TV also provides unprecedented solutions for music fans. It is easy to watch concerts on TV, but it is not easy to watch live, high-definition, and good-sounding concerts.

LeTV Music has provided a perfect solution for watching concerts on TV through a variety of initiatives.

First, there are enough live concerts, with plans to complete more than 400 live broadcasts in 2016; second, the viewing effect is good, with multiple cameras, long and close views, 1080P high definition and other live broadcast methods all used, and you can even see the sweat beads around the stars' eyes; third, the sound effect is good. In addition to the sound system of the Super TV itself, LeTV also provides sound accessories from brands such as Harman Kardon and JBL for purchase. During live broadcasts, it even provides versions suitable for subwoofers or other sound effects.

This year, LeTV has successively cooperated with celebrities such as Li Yuchun, Deng Ziqi, Wang Feng, Yu Quan, Li Zhi, Phoenix Legend, and Zhou Bichang. In the future, the scope of live broadcasts of concerts and music concerts is expected to expand rapidly.

Pain point 8: Going to the cinema to watch a movie is too tiring

Solution: Hardware distribution, movie version of Super TV

Today, the content of cinemas is highly homogenized, the cost of watching movies is increasing day by day, and the experience of watching movies at home is getting closer and closer to the effect of the cinema. If one day, watching movies at home is the same as watching movies in the cinema, and the viewing time can be basically the same, then I believe that more and more people will spend money to watch movies on demand on TV.

With the unique advantages of LeTV Pictures, LeTV has always been ahead in the field of watching movies in the living room. At present, LeTV Super TV adopts the hardware distribution model, that is, after the movie is released in the theater, it will continue to be shown on the Super TV. The recent releases include "Before Dawn" on August 15, "The Bounty Hunter" on August 20, and the most popular IP "Grave Robbers' Chronicles" on September 6.

Pain point 9: You can’t watch live dramas on TV

Solution: Drama live broadcast, stage design

On August 24, the drama "Stranded", which took three years to create and one year to prepare, officially landed at the Gulou West Theater in Beijing. LeTV Super TV broadcast the first performance live and adopted a read-and-burn mode, so only one viewing was allowed.

It can be seen that this is a brand-new attempt by LeTV Super TV to provide solutions for the performance market.

It is understood that for this live broadcast, the stage has been completely redesigned to optimize the effect of broadcasting on super TV. In the future, as LeTV gains more experience in live performance broadcasting, the categories of live broadcasting are expected to expand. In addition to drama, the performance effects of Peking opera, Yue opera and many other niche performances will also be closer to the live experience, which is the same as hardware releases and concerts.

From the above 9 cases, we can see that LeTV Super TV provides different solutions for a variety of users, but the foundation is the same, that is, the hardware must be hard enough (including overall + accessories, etc.), and the software must be soft enough (including system + APP + content, etc.). In fact, an excellent solution is a more extreme segmented operation, that is, to maximize the experience of each type of user.

The ultimate means giving movie and TV fans the best content, the highest-definition videos, and the latest movies. Therefore, the hardware products must be good enough, there must be enough CDN nodes, and the time for new movies to be released online must be fast enough. In this way, movie and TV fans can experience the latest movies in ultra-high definition, 4K, and 1080P on TV without any lag.

The ultimate means giving game fans the most exciting games, the best operating experience, and a variety of gaming peripheral accessories. Therefore, the motherboard must be good enough, large-scale games must be fully covered, and the handles, somatosensory cameras, and gun kings must be smoothly connected. In this way, a game fan does not need to hack the TV effortlessly, nor does he need to find resources tediously by himself. He only needs to move his hands, and he can use the handles to play super-large games on the TV, use toy guns to interact deeply with the TV, and use the somatosensory camera to capture his own movements.

The ultimate meaning is that the parent-child content on the children's desktop should be sufficient and complete, including Chinese and English, nursery rhymes, stories, music, and animations. In addition, different content should be pushed according to the baby's gender and age, and different viewing times should be set. Therefore, content classification should be done to ensure that all content watched by children is healthy. Therefore, a large number of excellent children's content copyrights should be purchased to allow children to grow up while watching TV. Therefore, a unique experience mode should be set up to allow parents to interact with children while watching.

In all of the above scenarios, LeTV has already had relatively clear operating models and profit models, which has laid a solid foundation for the sustainable development of the above solutions.

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.