The logic of the young LeTV TV super TV: products and users are together

LeTV TV's "919 Music Festival" promotion has ended. On September 20, LeTV TV officially announced that on 919, LeTV Mall sold 100,000 Super TVs, with over 40,000 accessories, a total sales amount of 400 million yuan, and a total number of participants of over 8 million. This set a record for the single-day sales volume and sales amount in the Chinese TV industry; LeTV Mall set a record for the single-day sales volume and sales amount of a single brand of TV in a Chinese B2C mall.

The efforts behind the 400 million transcripts

LeTV TV has prepared a large number of preferential activities for the first anniversary of the Super TV after its launch, using promotional methods such as open purchase, special discounts, free TVs when buying a TV, and cash coupons. As the only online purchase channel for Super TV, LeTV Mall's CP2C marketing model has truly achieved "twice the performance at half the price" for Super TV.

LeTV Group, which started out with video content, began its so-called "road to subversion" after entering the field of smart hardware terminals. Backed by a strong content resource advantage, after determining the pricing basis of "twice the performance and half the price", Super TV adopted an Internet marketing model that removes channel premiums and produces and sells itself. This marketing model is common in emerging industries, but not in traditional industries. However, as state-owned enterprises represented by Suning and Gome have also begun to make efforts to develop comprehensive e-commerce platforms in the past two years, it is obviously not an easy task for LeTV Mall to break through the siege.

To this end, LeTV TV has started a series of improvements and perfections based on user experience as the only standard, including the "public beta test" activity with the highest user openness, the super partner plan under the CP2C model, and the LeTV TV Hong Kong "zero-price machine" rush purchase activity. It is these improvements that enable users to truly feel the charm of super TVs that have created the brilliant achievement of 400 million yuan in daily sales today.

TV industry: Products and users are together

People have been questioning the survival of the traditional home appliance industry, especially televisions. As the entertainment center for the entire family, televisions have played an important role for a long time, but with the emergence of the Internet and PC and mobile products, the status of televisions in the family has been challenged and shaken.

In fact, as one of the important communication media, television will not disappear, but will continue to develop. Apart from being a centralized system controlled by TV stations and the state, the centralized role played by television in home entertainment will not disappear; and it is precisely because of the emergence of mobile terminal products that the drawbacks of personal entertainment have become apparent, and the importance of television in regaining home entertainment has become increasingly prominent.

Especially with the integration of the Internet era and the application of related high-tech, the traditional form of TV is retained and new applications are promoted. Smart TVs represented by super TVs are constantly emerging, and their intelligent applications are beginning to be accepted by users. Applications such as games, videos, education, and shopping are constantly being promoted and popularized; at the same time, smart TVs will also have an irreplaceable and important position in the construction of future smart homes.

The power of super TV

The "919 Music Fans Festival" is only the second anniversary of LeTV Super TV. Compared with other traditional TV manufacturers, LeTV Super TV can be said to be still very young and has a broad space for future development. As a traditional home appliance industry in the Internet era, it is worth looking forward to what kind of Internet products LeTV can make with Internet thinking. At least, in many applications of smart TVs, such as 4K, voice, voice control and other technologies, Super TV allows us to see the future development prospects of TV.

As an emerging force that cannot be ignored in the home appliance industry, the daily sales of 400 million yuan can be said to be another outstanding achievement presented to users since the birth of LeTV TV. It is the appearance of this report card that will prove to more people who have doubts that the LeTV ecosystem of "platform + content + terminal + application" is forward-looking, and Super TV will also lead the entire traditional TV industry into a new era of the TV industry where hardware sales are cost-effective and content services are profitable.

The brilliant achievement of daily sales of 400 million yuan may become a thing of the past in the blink of an eye. As a disruptor of the industry, LeTV Super TV still has a lot to do. So far, 400 million may just be the beginning.

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.