LeTV launches 500 million yuan investment at Music Fans Festival, releasing ecological value

Xiaomi mobile phones became popular due to low prices and music fans, but this strategy did not work for TVs, and the sales of Xiaomi TVs were worrying. LeTV, with its content advantage, also adopted the low price and music fans approach, which attracted a large number of loyal music fans. The total sales on the day of the Music Fans Festival last year exceeded 400 million yuan.
Social marketing model
Paper media and television are gradually declining, and some vertical media are rapidly rising. We have bid farewell to mass society and entered the era of community, and the trend of circleization is becoming more and more obvious. However, some traditional e-commerce companies still spend a lot of money on traditional media to pursue publicity. In fact, the hit rate of advertising is not high. Some Internet companies have circled some effective users and adopted fan marketing methods, which has obvious results. According to LeTV data, on the day of the 919 Music Fan Festival last year, LeTV Mall Super TV sold 100,000 units in a single day, with more than 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 and sales in the Chinese TV industry, and LeTV Mall set a record for single-day sales and sales of single-brand TVs in China's B2C mall. Some people even believe that LeTV's model has subverted traditional e-commerce, de-channeled, and allowed users to become participants in LeTV Mall and then become deep users.


Now, some self-channels have gathered a group of fans and carried out various effective marketing activities for these fans. "Luoji Siwei" is a typical example of self-channel marketing. It attracts a large number of loyal users through high-quality video content, and then carries out various marketing activities for these users, and even integrates marketing activities into the entire program. This model is often more able to attract effective users, and these users are more loyal.
After the circle formation, society becomes more and more fragmented. Everyone will form certain groups due to their own interests, nature of work, social software, etc. These groups have relatively similar attributes. How to conduct marketing according to these different groups has become a difficult problem that marketing companies urgently need to break through.
LeEco launches a 500 million yuan move
Last year, the Music Festival was a carnival for music fans. LeTV stimulated the fans' desire to buy through seven major activities. This year, the Music Festival will release a 500 million yuan move. LeTV not only reduced the price of Super TV by 500 yuan, but also included LeTV Super Phone in this Music Festival. LeTV Mall alone has 300,000 units in stock, and all channels have reduced the price by 500 yuan. This Music Festival, LeTV will let fans really feel the benefits.


It is understood that the main character of the Music Festival is not just the big-screen TV, but LeTV's super phone will bring greater surprises to music fans. In conjunction with the "919 Music Festival", LeTV released the luxurious sapphire version of LeTV's super phone Max, super phone accessories WiHD screen projection artifact and 3D super helmet, as well as two-way fast charging mobile power and portable speakers. LeTV's super phone Max is limited to 10,000 units worldwide and will be available for pre-order on September 8. The Le Max Sapphire Custom Edition is just the beginning. In the future, LeTV will focus on more market segments and launch exclusive ecological mobile phones suitable for different segments of the population, said Feng Xing, senior vice president of LeTV Holdings and president of LeTV Mobile.


Based on LeTV.com, LeTV has continuously consolidated the ecosystem of "platform + content + terminal + application", expanding from content to terminal, building a platform, and enriching various applications. From the initial computer screen and cinema screen, it has gradually extended to TV screen and mobile phone screen. Especially for TV screen, LeTV has launched various peripheral accessories, from speakers to motion sensing guns, which are very popular. Moreover, LeTV has copied this model to super mobile phones. This Music Fan Festival launched new mobile phones and corresponding accessories to enrich the peripherals.


Compared with the 919 event a year ago, this year's music festival has richer content, and the gameplay is not limited to 7 flash sales, member specials, accessories and derivatives specials, and ecological specials. Recently, LeEco Holdings Weibo launched a 10% off gift event for the overbearing president.
LeTV is constantly improving its ecological structure. While enriching its products and services, it is also integrating internal resources. Through the Music Fan Festival, it fully demonstrates to music fans that LeTV, based on the ecosystem, can provide not only price but real value.  

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.