LeTV launches a super combination punch to impact traditional e-commerce festivals

TVs are reduced by 500 yuan, mobile phones are reduced by 500 yuan, flash sales are discounted, and 500 million yuan is spent on fan benefits...

After hearing this, consumers will definitely think that this is the home appliance festival of a large e-commerce company. These activities are indeed prepared for "online promotions", but the difference is that it is not an "e-commerce festival" in the traditional sense, but a benefit that LeTV gives to users for this year's "919 Music Fans Festival".

Spending 500 million yuan on "919" to impact traditional e-commerce festivals

It is undeniable that the traditional e-commerce industry started much earlier than the birth of LeEco’s ecosystem. However, when it comes to the choice between using traditional e-commerce platforms and subverting them, LeEco chose the latter.

This year marks the third anniversary of LeTV's "919 Music Fans Festival". Data shows that on the day of the 919 Music Fans Festival last year, LeTV Mall's Super TV sales reached 100,000 units in a single day, with over 40,000 accessories, a total sales amount of 400 million yuan, and a total number of participants exceeding 8 million. Super TV set a record for single-day sales volume and sales revenue in the Chinese TV industry, and LeTV Mall set a record for single-day single-brand TV sales volume and sales revenue in China's B2C mall.

It is understood that this year's Music Festival will be better than last year in terms of scale, investment, number of participants and event format. This time, LeTV will release a 500 million yuan move, not only will the Super TV be reduced by 500 yuan, but LeTV Super Phones will also be included in this Music Festival, with 300,000 units in stock at LeTV Mall alone, and a 500 yuan reduction across all channels.

From September 8th to September 18th, LeTV executives will send gifts on time at 12 noon every day. LeTV Mall, LePar, JD.com, Tmall, and Suning will hold interactive activities such as appointment, forwarding gifts, guessing and lucky draw. On September 19th, LeTV App Store and Game Center will also hold recharge and cashback activities. Yidao Car Rental strategically supports the "Black 919 Crazy Music Fan Festival". On 919, you can place an order on LeTV Mall to get exclusive car coupons provided by Yidao Car Rental. In addition, Yidao and LeTV have agreed that during the 919 Music Fan Festival, if LeTV's total sales exceed 1 billion, Yidao will simultaneously give out coupons of the corresponding amount to music fans, capped at 100 million.

In terms of promotional plans and planning, traditional e-commerce companies’ “eye-catching magic weapons” are mostly “means” such as free gifts for purchases above a certain amount, discounts for price increases, and limited-time purchases. On the surface, such promotional activities are “blood-selling” deeds of merchants who give consumers a large amount of benefits, but in fact, they take advantage of the defects of consumers’ “price comparison” consumption habits. When a large number of promotional activities hit, the victory of merchants is far more practical than that of consumers.

Judging from previous Music Fans Festivals, LeTV did not just play the "concept price reduction" game but actually started from user needs and directly addressed user pain points, thus turning the Music Fans Festival into a "carnival shopping festival" that is different from traditional e-commerce.

A combination of punches was launched, and the content ecology joined the music festival

As we all know, the content ecosystem is the most important part of LeEco's ecosystem. What is different from the past is that LeEco has also introduced strong exclusive content to support this year's Music Festival. Zhang Zhao, CEO of LeEco Pictures and producer of "Nine-story Demon Tower", announced that LeEco's content ecosystem will be included in the "919" Music Festival. In addition to being able to buy terminal products such as LeEco Super TVs on sale, fans will also be able to buy the super IP movie "Nine-story Demon Tower" in 2D and 3D and will be exclusively broadcast on LeEco Super TVs. At the same time, four scene social derivatives of "Nine-story Demon Tower" were released.

Gao Jianming, vice president of LeTV user operations, said that the exclusive broadcast of the 2D and 3D films of "Nine-story Demon Tower" on LeTV Super TV is mainly due to the power of LeTV's ecological reaction. Just in time for the Music Fans Festival on September 19, LeTV Pictures has produced such a big production for music fans, which is also a reflection of the value of LeTV's full-screen film and television membership service. With the continuous improvement of LeTV's ecosystem, there are more and more reactions between internal systems, and LeTV Super TV will be able to provide more valuable member-exclusive services such as exclusive broadcasts.

Since it is a 3D film, the super TV models that support watching the film include the Max70, X60S, X50Air currently on sale in LeTV Mall, as well as the previous X60, S50Air 3D version, etc. In addition, the 2D and 3D films of "Nine-story Demon Tower" will also be exclusively available on LeTV super phones, and in conjunction with the newly released LeTV super helmet, the majority of music fans can experience this IMAX-level shocking audio-visual feast.

It is worth noting that in order to protect the rights of music fans, LeTV has invested a total of 15 million yuan in copyright protection and has adopted the strongest copyright protection measures in history. At the same time, LeTV's anti-piracy action will invite music fans to participate and jointly safeguard their rights. Another highlight of this copyright protection is to encourage music fans to participate in the protection work. For effective reports from music fans, LeTV will also give away generous gifts. According to different reward categories, it will issue music fans mobile paid membership cards, super phones, super TVs, Bluetooth headsets and other prizes.

Judging from the series of promotional activities for the Music Festival, LeEco is different from previous years. It strives to create a sense of value for users to participate in the products through a combination of various measures. We will bring you follow-up reports on what kind of charts this year's Music Festival will refresh.

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.