A sober reflection on the "ecological" effect behind the crazy "LeTV 919"
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In addition to "Double Eleven" and "618", do you know what is the third largest e-commerce festival in China? On the afternoon of September 20, LeTV announced the final version of the battle report of the "919 Black Music Festival". The total sales of the entire ecosystem of the 919 Music Festival exceeded 1.78 billion, of which the total sales of super TVs exceeded 382,000 units, the total sales of super phones exceeded 594,000 units, and the total sales of smart hardware exceeded 1.2 million units. At the same time, according to the latest data released by iResearch, LeTV Mall reached 20.69 million people in the week from September 14 to 20, surpassing Vipshop and ranking among the top three B2C malls. The 919 Music Festival has become the third largest e-commerce carnival in China after "Tmall Double 11" and "JD 618". Some analysts pointed out that the success of the crazy "Music Festival" is due to an open and closed-loop Internet ecosystem created through vertical integration of the industrial chain and reconstruction of the cross-industry value chain. A closed-loop ecosystem covering hardware, services and channels September 19th this year is the third anniversary of the launch of LeTV Super TV. During last year's "919 Music Fans Festival", the total sales of Super TV reached 100,000 units per day, with a total sales amount of 400 million yuan. Compared with last year, the sales volume of LeTV TV this year has increased by more than 200%. The LeTV Super Phone, which was launched half a year ago, also achieved sales of nearly 600,000 units. In addition, special accessories such as LeTV Super Wireless Speaker, Letv Camera Kit, LeTV Super Helmet, Letv Motion Gun, and LeTV Mobile Power Bank have also made a significant contribution to this breakthrough. For consumers, the biggest temptation is to buy better quality products at a lower price. LeTV's series of products, centered around super TVs and super phones, provide users with the most basic hardware guarantee. Unlike traditional hardware manufacturers, LeTV's unique "Internet gene" brings users a unique service system, including LeTV Video, LeTV Music, LeTV Sports and other super applications. Compared with Double 11 and 618, LeTV 919’s products are more concentrated, more targeted, and the price reduction is simpler and more straightforward. The 500 million yuan subsidy for this round of promotion covers both hardware and services: LeTV Super TV and Super Phone will be reduced by 500 yuan across all channels; those who purchase LeTV Full Screen Movie Membership will receive a Super TV, Super Phone, and accessories such as motion sensing guns. Compared with some preferential methods such as full discounts, coupons, and virtual currency rewards, the promotional plans launched by LeTV bring more direct and powerful benefits to consumers. (Note: LeTV Full Screen Movie Membership Service is a LeTV ecological service that is connected to all terminals. It is universal on mobile phones, TVs, boxes, cars, computers, tablets, and full screens. Super TV and Super Phone services can be recharged and the duration can be superimposed.) With hardware and services as its trump card, the PV volume of the entire LeTV Mall exceeded 150 million on the day of "919", and the daily UV exceeded 10 million. As the middle link between consumers and LeTV, the mall is also particularly important in the ecosystem. It enables LeTV's products and services to be pushed to the hands of a large number of music fans in a fast and direct way. Omnichannel strength covering online and offline Unlike traditional e-commerce festivals, the "919" carnival can not only be experienced in LeTV Mall, but also covers other online channels such as JD.com, Tmall, Suning, and LeTV's LePar offline experience store, with significant omni-channel advantages. LeTV's unique operating model makes open online cooperation possible and also brings good results. Take JD.com as an example. On the 919 day, LeEco Mobile’s flagship store on JD.com opened all its products for purchase, including Le 1, Le 1 Pro and Le Max. After a direct reduction of 500 yuan, Le 1 was only 999 yuan, Le 1 Pro was 1999 yuan, and Le Max was 2499 yuan. According to data from JD.com, 15,000 LeEco mobile phones were sold in one minute, and the sales volume exceeded 10,000 in five minutes. A total of 24,695 units were sold in one hour, with sales reaching 31.48 million yuan. The super high enthusiasm of users far exceeded JD.com’s expectations. 919 is unique among the three major e-commerce festivals in that it can simultaneously utilize other e-commerce platforms to build momentum for its own festival. In addition to taking into account non-deep Internet users, the creation of LePar offline experience stores will also provide various offline services including delivery, installation, activation and debugging, which will help the "919 Music Festival" from another dimension. It is reported that as of the end of June this year, the number of LeTV LePar experience stores opened has exceeded 1,500, and will reach 3,000 by the end of this year. The omni-channel advantage ensures the full implementation of the LeTV brand, allowing users to choose the channel that best suits them to obtain relevant information, products and services, thereby gathering consumer groups to the greatest extent. The advantages of the entire industry chain covering all aspects of fans’ lives More than a dozen LeEco ecological advertisers also participated in the "Black 919" Red Music Festival, such as Darling, Yidao Car Rental, Mengniu, Lvyuan, Siemens, Koala Maternity and Baby, Furui Auto, Meilai Medical, Howard Johnson Hotel, etc. It can be said that it covers all aspects of people's daily life, including food, clothing, housing and transportation. There are many corporate users who have invested tens of millions of yuan in advertising. Among them, Yidao Car Rental has an agreement with LeTV that during the "919 Music Fans Festival", if LeTV's total sales exceed 1 billion, Yidao will simultaneously give out coupons of the corresponding amount to fans, with a maximum of 100 million. In a sense, such cooperation has also become an integral part of LeTV's ecosystem. LeTV is striving for greater benefits for fans in another way, which is consistent with the high-end attributes of LeTV's fan base. The survey shows that 73.5% of music fans have a college degree or above, 55.7% have a monthly income of 6,000 yuan or more, and 20.5% of music fans have a monthly income of more than 12,000 yuan. In terms of education and occupation, 73.5% of music fans have a bachelor's degree, a master's degree or above, 88.0% are white-collar workers, and 36.1% are managers. Music fans have a high professional status and a high socioeconomic status. LeTV has expanded preferential channels through cooperation with other companies of the same nature but in different fields, and has cultivated a group of high-quality and highly loyal fans. Compared with promotional activities driven mainly by "shopping addicts", the consumption attitudes of participants in the 919 event are more rational. Of course, this is related to the nature of the products provided by LeTV Mall, promotional strategies and pragmatic cooperation. It can be seen that LeEco's so-called "ecosystem" is not just an abstract strategy or slogan, but a specific brand strategy that focuses on consumer interests. Judging from the huge response to this year's "919 Music Festival", these segmented advantages have begun to exert their own strengths and contribute to the final formation of LeEco's large ecosystem. 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. |
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