LeTV's 919 daily sales of 400 million yuan is a revolutionary baptism for traditional enterprises

The joyful atmosphere of LeTV TV's "919 Music Fans Festival" has just dissipated, and the single-day sales volume of 100,000 units of Super TV has been laid bare in front of traditional e-commerce and traditional home appliance manufacturers.

Official data from LeTV TV shows that on the day of the "919 Music Fans Festival", LeTV Mall sold 100,000 Super TVs, with over 40,000 accessories, a total sales amount of 400 million yuan, and a total of 8 million participants, setting a single-day sales volume and sales record for the Chinese TV industry. LeTV Mall set a single-day single-brand TV sales volume and sales record for China's B2C mall.

This is another leap-forward upgrade for LeTV TV, and it is more like a revolutionary baptism for other traditional companies.

Demonstration of subversive strength

The straightforward data may be a little weak, so let’s compare it with the TV sales on Tmall’s Double Eleven last year.

On the day of Tmall's Double 11 Carnival last year, Skyworth Coocaa TV set a Guinness World Record for TV sales with 56,272 units sold in a single day. However, such a world-class sales record is no match for LeTV TV's "919 Music Fans Festival", which sold 100,000 super TVs a day.

At this point, we have to talk about the real reason for LeTV TV's success.

Internet business model subverts traditional home appliance industry

When LeTV transformed itself from an Internet video website content company to a super TV hardware terminal manufacturer, the industry's subversive attitude had already been set, with an air of confidence that "I am not afraid of the world and the world can't do anything to me."

Especially after the traditional home appliance industry has entered the Internet era along with the entire human era, seeking a practical integration point has become the most critical goal for every traditional and emerging enterprise.

When traditional home appliance manufacturers summarize their success, the most frequently mentioned keywords are performance, sales volume, turnover, and brand awareness; while emerging companies such as LeTV TV prefer to use users, business models, and industry influence as measurement criteria. The difference between these two definitions of success is the obvious difference between the Internet model and the traditional business model.

When traditional companies make products, there are only two selling points they think about: one is what kind of products to produce; the other is what kind of products consumers like.

Simply put, it is supply and demand. However, in the era of the Internet model, the birth of a product is not just a one-sided "wishful thinking", but more of a hope to achieve continuous connection and communication with consumers or users through products, which is the so-called user stickiness.

At that time, the LeTV ecosystem based on "platform + content + terminal + application" was born.

LeEco's ecosystem, with LeEco Super TV as the backbone, has begun to lay out the entire new market for TV users. According to the monitoring report of Aowei Consulting, LeEco Super TV's online sales share reached 27.1% in July 2014, ranking first, which means that one out of every four TVs sold online is a Super TV.

According to data from iiMedia Research, LeTV TV Super TV's market share reached 7.36% in July, surpassing the three major overseas brands Samsung, Sharp and Sony, and ranked first in sales of 39-inch, 50-inch, 60-inch and 70-inch products, sitting on the throne of "sales king".

Of course, producing excellent home appliances is only the first step to success. How to continuously "deliver" them to users' homes is the next step to success. And this involves what we call "second".

New marketing under new products subverts the e-commerce industry

It is undeniable that the traditional e-commerce industry started much earlier than the birth of LeEco’s ecosystem. However, in terms of the choice between utilizing traditional e-commerce platforms and subverting them, LeEco chose the latter.

Unlike other traditional TV manufacturers who are constantly moving towards comprehensive e-commerce platforms, LeTV chose to build its own e-commerce platform. The super TV with "twice the performance and half the price" is not innate, and the "contribution" of the channel is indispensable.

Based on the LeTV ecosystem, LeTV TV insists on pricing based on BOM and adopts the CP2C model to achieve manufacturer integration, thereby cutting marketing costs, channel costs and unreasonable brand premiums, and providing truly "low-priced goods" that reach users directly throughout the entire process. Such products have also created an "e-commerce for everyone" model based on vertical integration of the industrial chain.

Peng Gang, CMO of LeEco Smart Terminal Business Group, once said: "Channel e-commerce is not the ultimate model of e-commerce. The ultimate goal of e-commerce is for manufacturers to unite and bring the greatest benefits to users, and then become e-commerce for everyone through word of mouth. LeEco Mall is exactly like this."

Subversion is the future of the home appliance industry

With the continuous growth of e-commerce platforms and the formation of the online home appliance purchasing market, LeTV Mall, which mainly promotes super TVs, will continue to evolve into a social e-commerce platform.

With each open purchase and each building of a new community, more users will be attracted to participate in product discussions, purchases, and reviews; and all interested users will spontaneously gather together to become loyal fans and the main force of LeTV Super TV e-commerce.

The "919 Music Fans Festival" has ended. After the short carnival, what we can see may not only be the sales figures of the moment, but also the industry thinking behind the data. Guided by the Internet model and subversive concept, LeTV TV has begun to surpass the traditional TV manufacturers and traditional e-commerce on the road of subversion.

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.