Deciphering whose cheese was moved by LeTV's rapid rise during Singles' Day?

The "Double Eleven" e-commerce festival has just ended, and major brands can't wait to announce their impressive performances. Various "firsts" and "records" are vying for the headlines of major websites. The competition for home appliances and 3C products such as color TVs and mobile phones is particularly fierce. The ranking of a new round of competition between Internet manufacturers and Internet manufacturers, and between Internet products and traditional manufacturers has been released. Behind the real data, some people have exposed their crises, while others have shown their strength.

It may not be difficult to use objective data to prove the champion of a certain dimension. In addition, Double 11 itself is mixed with too many irrational consumption, fancy promotions and other inducements. In fact, the driving force behind the crazy consumption is more meaningful than the numbers and rankings themselves. Only rational, healthy and sustainable driving forces can reflect the true value of a brand. According to the data released by e-commerce platforms such as Alibaba and JD.com, LeTV has undoubtedly become one of the biggest winners in the Internet industry during this year's "Double 11" e-commerce shopping festival.

Super TV sales that put traditional manufacturers to shame

On November 12, LeTV officially released data showing that the total sales of Super TVs on Double 11 reached 386,000 units, surpassing the record of 382,000 units sold during the 919 Music Festival, with total sales reaching 960 million yuan. Among them, the sales on the entire Tmall platform reached 148,000 units, with sales of 360 million yuan. The total sales on the Tmall LeTV TV flagship store alone reached 113,000 units, with sales of 274 million yuan; the total sales on the JD platform reached 131,000 units, with total sales of 310 million yuan; and the total sales on LeTV Mall reached 107,000 units, with total sales of 290 million yuan.

LeTV Super TV almost monopolized all the records related to TV during the Double 11 Shopping Festival: it won the first place in both sales volume and sales amount in Tmall TV category, and the fastest record of breaking 100 million in sales volume in Tmall TV category; LeTV TV flagship store in Tmall created the first place in both sales volume and sales amount in a single store; it ranked in the top nine of Tmall’s global best-selling stores; it won the first place in both sales volume and sales amount in JD TV category, and the fastest record of breaking 100 million in sales volume in JD TV category. For an Internet TV brand that has just started to create such sales performance in the context of the continued downturn in the home appliance sales market, it has undoubtedly put pressure on the "big brothers" in the color TV industry.

LeTV, which started out as a video content company, began its so-called "road to disruption" after entering the field of smart hardware terminals. LeTV's ecological TV is a large-screen Internet ecosystem created through vertical integration of the industrial chain and reconstruction of the cross-industry value chain. Platform, content, hardware, software, application, operation, pricing, and sales are the standards of ecological TV. LeTV's ecological cloud platform, ecological e-commerce platform, ecological advertising platform, and ecological big data platform are powerful supports for building ecological TV.

This ecological model is being recognized by more and more consumers. A consumer who bought a LeTV Super 3 X55 super TV on Double Eleven said frankly, "Buying a TV used to be a big expense for ordinary families, but the emergence of Internet TV brands has given us more choices. Before Double Eleven, we also compared the hardware configuration and content richness of multiple TV brands, as well as the strength of the day's promotions. After comprehensive consideration, LeTV Super TV is still the best choice." If traditional manufacturers were the targets that LeTV tried hard to subvert in the past two years, then today's results are enough for Internet manufacturers to gain the right to speak and initiative in the color TV market.

Fan Economy is better than Diaosi Economy

Unlike Xiaomi's "Diaosi economy" model that targets low-income groups, LeTV fans' loyalty to the brand is the continuous support for LeTV's product sales. After several years of accumulation, LeTV has formed a stable user base, and the number of fans is growing steadily. In fact, these two different promotion methods correspond to two different business models: the hardware model of small profits but quick turnover and the ecological model driven by content services. The effect of the latter is clearly reflected in the distribution of LeTV's mobile phone sales during Double 11.

As of 24:00 on the evening of November 11, Le 1s won the double championship of JD.com's 3C single product and 1,000-yuan flagship mobile phone; Le Max won the sales champion of domestic 3,000+ flagship mobile phones during Double 11. At the same time, LeTV mobile phones also ranked among the top five mobile phone sales on JD.com during Double 11, and the top five mobile phone brands in the entire network, becoming the fastest growing new brand. LeTV's ecological system radiating around the two centers of super TV and super mobile phone has begun to take shape.

Analysts pointed out that with LeEco's disruptive business model, Le Max allows consumers to truly enjoy the high-tech products of "having the best of both worlds". Le Max's high-end, extreme, and high price-performance ratio image has been deeply rooted in the hearts of the people. It has swept away the superficial stage that domestic mobile phones need celebrity endorsements to enter the high-end market. LeEco is expected to become a leader in the high-end flagship market in the future. Feng Xing, president of LeEco Mobile, once pointed out that Le Max not only takes the ecological mobile phone experience to the extreme, but also breaks the high premium of the brand, and allows the extreme flagship to enter the ecological era.

LeEco, a new brand that entered the mobile phone market for the first time this year, successfully ranked first in mobile phone sales on Double Eleven. For a brand that entered the mobile phone market after the mobile phone market was saturated, this achievement is undoubtedly embarrassing for its "competitors". From the data released by various parties, the sales of Xiaomi, which was once on the altar, have declined, and its market share has also been diluted by new brands. The rise and fall is a contest between brand strength and the Diaosi economy model and the fan economy. In the smartphone market, LeEco super phones with top configuration and performance and ecological models are rapidly conquering consumers. The profit model driven by the ecosystem and subsequent service capabilities will gradually replace the crude pure hardware profit model.

Every e-commerce festival is a concentrated burst of ecological effects

In addition to televisions and mobile phones, there is another set of data worth noting. On Double Eleven Day, LeTV members' total sales were 38 million yuan, other smart hardware and derivatives were 72 million yuan, and the total sales of Wangjiu.com were 30 million yuan.

It can be clearly seen from the sales pie chart that the LeEco ecosystem has basically formed a closed loop, covering hardware, services and even alcoholic products. Its ecological effect has been continuously consolidated and strengthened in battle after battle. At present, although LeEco members, smart hardware, online wine and online celebrity wine, LeEco Pictures entertainment peripherals and other products do not account for a high proportion of the entire ecosystem, they are gradually being recognized by consumers. With the explosive growth and enrichment of the LeEco ecosystem, LeEco has more products and methods to establish deep connections with users. The mutually coordinated and interlocking LeEco ecosystem is constantly creating high-quality cultural and entertainment life for users, and is constantly accepting more user groups as its own ecological users.

No matter "919 Music Fans Festival" or "Double Eleven", every progress of LeTV is inseparable from the support of the entire LeTV ecosystem. The ecosystem is not a grocery store-style expansion, but a close connection between products and services. The ecosystem is not a lone standout that forces friendly competitors to death, but a win-win cooperation with partners to maximize benefits.

If the end of Double Eleven is regarded as the beginning of another competition among Internet manufacturers, the energy accumulated by LeTV's ecological services and hardware experience will enable it to embark on a new journey and turn its once boasted claims into reality one by one.

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.