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In the past, the "monopoly" of traditional home appliance manufacturers on the TV market almost penetrated every corner of the product, channel, and market. With the advent of the era of smart TV products, emerging enterprises represented by Internet companies may completely promote the end of this monopoly era and pull down the traditional manufacturers who have long been in an advantageous position one by one. Some industry organizations also predict that LeTV Super TV may reach the top sales in the industry in the next three years.
More than 16 summits across the country have passed the halfway point, and the hinterlands of the five major brands, Shandong, Guangdong, and Sichuan, have been shaken by the LePar whirlwind. A set of data from the LePer Chengdu Summit shows that the contract amount exceeds 15 million, and LePar comes from Chongqing, all prefecture-level cities in Sichuan, and prefecture-level cities such as Guiyang, Zunyi, Bijie, Anshun, Qiandongnan, and Qianxinan in Guizhou Province. Among the 15 million orders, 40% came from home appliances, 30% from mobile communications, 20% from IT, and 10% from retail companies in other industries. This makes people think: the ecological e-commerce + LePar super partner model, in addition to the rapid growth of LeTV Super TV, some traditional brands that will enter history, we should also pay tribute to them, relying on geographical relationships to do the market is no longer effective.
LeTV Super TV has been ranked first in the industry for three years
More and more Internet companies are paying attention to the TV market, perhaps because of the future potential value of Internet TV products in the field of smart home. For Internet companies represented by Xiaomi and LeTV, the development and production of smart TV products is not only an important measure for them to enter the field of smart terminals and weaken the disadvantages of content channels and platforms, but also the most direct means for them to establish brand reputation and enhance user experience value.
Especially when traditional color TV manufacturers still believe that product hardware is the important outlet for corporate profits, the channel cost of up to 40% has led to extremely high product prices for traditional color TV manufacturers, while Internet companies have directly lowered the product prices of the entire Internet TV product industry by eliminating the middleman and marketing costs through e-commerce channels. Among them, LeTV Super TV, with the marketing slogan of "twice the performance, half the price", has directly bet its profit space on Internet TV content services.
At the beginning of this year, CITIC Securities released a data report showing that by the end of 2014, my country's seven major TV manufacturers (Hisense, Skyworth, TCL, Konka, Changhong, LeTV, Xiaomi) had created a cumulative sales volume of 31.1 million smart TVs. Among them, Hisense ranked first with 8 million units, Changhong and Konka were both at the 4 million level, and LeTV's sales of 1.5 million units far exceeded Xiaomi's 300,000 units.
In addition, according to the annual sales of LeTV Super TV in 2014, which exceeded 1.5 million units, relevant data agencies predict that the annual sales of LeTV Super TV may reach 6 million units by 2016. As the shipments of traditional home appliance manufacturers are decreasing year by year, some industry insiders believe that LeTV's Super TV may sprint to the first place in the industry in terms of sales of Internet TV products in the next three years. By then, smart TV will also become the mainstream product in the field of TV.
Traditional channels use LePar to transform and help Super TV grab 10% of the market
After getting involved in the R&D and production of Internet TV products, traditional color TV manufacturers began to face up to the new forces of e-commerce channels and collectively leveraged the opportunity of smart TV products to develop online e-commerce channels. Of course, traditional color TV manufacturers who "stick to the old ways" have not given up the traditional offline physical store sales model. After all, smart TV products that focus on user value require more consumers to experience the process in person.
Zhang Zhiwei said frankly, "This year, LeTV will sell more than 3.5 million units in the Chinese market, which is the so-called 3-4 million units. It shouldn't be a problem to sell more than 3.5 million units to 4 million units, because our entire system construction, supply capacity, including the matching of marketing resources, including our organizational design and market promotion, everything is ready. But what does this 4 million units mean? It means that the market share of mainstream brands will drop by 10%, which means that in the next two to three years, many mainstream brands will withdraw because they can no longer survive."
On the other hand, Internet companies’ insistence on e-commerce channels has also resulted in their smart TV products not being well displayed and promoted. The single channel and lack of services have prompted Internet companies to seek more perfect product promotion channels. However, at the beginning of the birth of LePar Super Partner, Zhang Zhiwei also gave such an explanation: "LePar is not a channel, but a carrier of services and experiences, as well as a user experience platform and user comprehensive service platform. The core of its business model is still LeTV CP2C full process to directly reach users."
Especially as the coverage of LeTV Super TV users continues to expand, more and more users are in urgent need of timely localized services. LePar not only provides LeTV Super TV's pre-sales and after-sales services to users, but also leverages the rapid development of e-commerce platforms to develop second- and third-tier cities and urban areas with broader markets into potential users of LeTV Super TV, thereby satisfying the urgent needs of more users for Super TV.
The "national tour" of the LePar Super Partner Summit this time directly targeted the heartland of traditional color TV manufacturers in many places. It not only demonstrated the differences between LeTV's LePar Super Partner Plan and the offline channels of traditional color TV manufacturers, but also took advantage of the opportunity to launch another challenge to traditional color TV companies.
Although the established goals of the entire LePar Super Partner Program have not yet been revealed, LeEco LePar's advantage of being "one step ahead" has been fully demonstrated when traditional color TV giants have not even stepped out of their inherent thinking patterns and traditional vicious circles. And with the continuous development of this innovative "O2O+C2B+crowdfunding" multi-dimensional integrated cooperation model, the day when traditional color TV manufacturers are close to reaching the altar will no longer be just an imaginary future.
Being passionate about a local brand is sentiment, being obsessed with a local brand is stubbornness. The Internet world is flat, and anyone can transcend time, space and region to experience and use the best products on this planet! LeTV will undertake this mission in the Internet era, bringing users products with higher cost-effectiveness, more extreme experience, richer content and applications, and more fashionable and avant-garde, thereby leading the trend of smart terminals in the Internet era!
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. |
