LeTV Super TV never relies on marketing to win, do you believe it?

LeTV, which just announced a sales target of 3 billion yuan during the 6.18 shopping festival, has brought back good news: on the first day of sales on June 1, the total sales of Super TV exceeded 100,000 units, with total sales exceeding 284 million yuan. LeTV Super TV's total sales and sales on JD.com and Tmall platforms ranked first.

It seems that the first wave of promotions launched by LeTV has achieved significant results.

While the outside world is astonished by LeEco's marketing methods, Ren Guanjun, vice president of marketing and communications at LeEco Zhixin, disagrees: "LeEco has never relied on marketing to win." So, what is supporting LeEco's sales miracles that are getting stronger and stronger?

Performance-based core products

"I don't think LeEco has any outstanding marketing skills." In Ren Guanjun's opinion, marketing is just a way to serve the product, and the product itself is the core of sales. " For example, the TVs we launched this time are only different in size, not in configuration. They all use the industry's top design solutions."

It is reported that during the 618 period, JD.com released the fourth-generation Super TV series products, Super 4 X55, Super 4 X43 and Super 4 X40, all of which use the Mstar6A938 smart TV flagship chip, a 4-core 1.7GHz 64-bit processor and Mali T820 high-performance flagship GPU, 3GB large running memory + 16GB/32GB eMMC5.1 high-speed flash memory, and the industry's top picture quality engine - 4K Zhencai Engine M-Genuine S1-Pro. The launch of these three products means that LeTV Super TV has now entered the top performance era of Mstar6A938 and Qualcomm Snapdragon 810.

An excellent product is only the first step in supporting LeTV’s value realization. Only with a solid underlying foundation can the story that follows be realized.

Ecosystem subsidy hardware taps into the value of large-screen operations

In fact, many people in the industry have expressed the view that "hardware is dead". With suppliers and channels becoming more and more transparent, it is no longer easy to gain market share by relying solely on hardware.

Ren Guanjun is also a supporter of this view. He believes that "soft power" is the key to testing product competitiveness at present.

What is the "soft power" of a product? LeEco's concept of "value for money" provides a vivid explanation for this.

"The price-performance ratio is the experience-price ratio. LeTV does not simply compare hardware configurations, but rather the comprehensive experience. We believe that the brand that invests more resources and energy in user experience will have a greater chance of winning user satisfaction and long-term returns." Liang Jun, president of LeTV Zhixin, also emphasized this at the press conference.

In order to enhance user experience, LeTV not only adheres to the pricing strategy of "eco-subsidized hardware, pricing below mass production costs" to allow consumers to enjoy price benefits to the greatest extent, but also continuously introduces high-quality content in the fields of large-screen games, large-screen education, large-screen shopping, etc. through large-screen operations, deeply explores the backward value of hardware, and has achieved certain results.

Data from LeTV Intelligent Terminal Research Institute shows that the number of deeply active users of large-screen games is rising rapidly, with an average quarterly growth of 32%. In the first quarter of 2016, the number of deeply active users increased by 193% year-on-year. Game applications accounted for 35% of the top 100 applications for super TVs, and have become an important application scenario for super TV users. The monthly ARPPU value of game users was 137.3 yuan, the payment rate increased by 57% quarter-on-quarter, and the ARPU increased by 100% quarter-on-quarter.

The heavy-duty large-screen games such as "Assassin's Creed" and "Infinite Fantasy" launched this time are the highlights of content operation. "These are completely arcade-level games." Ren Guanjun is convinced that as long as the experience is good, users will definitely be willing to pay for the high-quality experience on the big screen.

Leverage ecological advantages to implement segmented operations

As a "disruptor" in the TV industry, LeEco's success in the large-screen industry has made more and more manufacturers realize the importance of content. Liang Jun has proudly said more than once about this: "This just shows that the subversive revolution in the entire TV industry or large-screen industry that LeEco advocated three and a half years ago has already taken place and has been deeply rooted in people's hearts."

Ren Guanjun also expressed this view. Today, the development stage of LeTV's ecological TV is different from that of its competitors. LeTV has now begun to focus on serving users' deeper needs and using a segmented operation model to meet the differentiated customization needs of different customers.

Focus is undoubtedly a key word in the next step of LeTV's large-screen operation strategy.

EUI TV equipped with Super TV can realize segmented operation, so that different groups of people have their own content desktops. It is the first to create a multi-type desktop, fully realizing the desktop and de-appization of content. 9-channel HD hard decoding supports LIVE super live wall, synchronous theater, Lejian, sports, games, children, shopping, music and other diverse content desktops.

According to Ren Guanjun, for film and television enthusiasts, LeTV has adopted specific measures such as enriching content, background search, and intelligent recommendation. As of April this year, the number of LeTV large-screen deep video members has exceeded 3 million; in education, the LeTV Children's Desktop launched by LeTV has been recognized by the majority of family users, and nearly 70% of Super TV users are families of three or more; in large-screen shopping, LeTV launched a TV shopping desktop, and large-screen shopping sales have grown rapidly, with sales exceeding 1.33 million yuan in April and sales are expected to exceed 2.17 million yuan in May.

According to data from Aowei Cloud Network, the overall sales volume of TV sets in China in April this year was 3.74 million sets, of which LeTV Super TV sold 710,000 sets in April, accounting for 19%, becoming the No. 1 sales volume in the industry across all channels. Just like the 618 shopping festival that has already kicked off, do you still think that this achievement can be achieved solely through marketing?

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.