The home appliance promotion market is weak, but LeTV TV's "919 Music Fans Festival" is expected to stand out

Shortly after the rise of Internet e-commerce platforms, the golden month of September has somehow become the peak season for home appliance promotions. In previous years, the promotional activities were generally caused by e-commerce companies going too far while consumers were still confused. However, in the past two years, consumers have been more enthusiastic while e-commerce companies have not been able to come up with many decent promotional plans.

Apart from the usual e-commerce giants, Tmall, JD.com, Suning and Gome, this year's home appliance promotion army seems to have a new recruit that cannot be underestimated, that is LeTV Mall. This year's 919 is the second anniversary of LeTV TV's entry into smart TVs, and it is also the first anniversary of LeTV TV Super TV after its launch, which is of great significance. For this reason, LeTV TV has not only prepared 100,000 Super TVs in stock, but will also give away 100 million yuan to fans through various forms of discounts.

Unlike traditional comprehensive B2C e-commerce platforms, LeTV Mall, which started with LeTV TV super TV, pays more attention to the "specificity" of products. In fact, the development positioning of e-commerce does need a fixed point. Take JD.com as an example. When JD.com Mall was launched, it was clearly positioned as a professional 3C online shopping e-commerce platform in the B2C market, and it has gradually developed into a leading e-commerce platform for 3C electronic products in its subsequent rise. However, after the company's rapid growth, JD.com began to continuously focus on other brand products besides home appliances and digital products, and its advantages in the 3C field gradually faded during the expansion.

Of course, the product content of LeTV Mall and JD Mall is basically different, and the comparison is indeed a bit far-fetched. However, as both are home appliance online shopping platforms, although LeTV Mall only has one product, LeTV TV Super TV, it has repeatedly broken industry records. According to data from Aowei Consulting, in July this year, LeTV Super TV's online market share reached 27.1%, which means that for every four TV products sold on the online shopping platform, one is a Super TV.

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.

It is not difficult to imagine how many businesses will launch a variety of large-scale promotional activities when the National Day holiday comes; in many cases, rational consumption concepts will always be blown away by the massive promotional information. Of course, it is important to establish a correct consumption concept, and it is even more important to choose a "fair" promotional business.

This year, LeTV Mall will launch the "919 Music Fans Festival", which will stock 100,000 super TVs, give back to music fans a huge discount of 100 million yuan, and launch the largest online super TV spot sales LeTV Mall's anniversary event.

It can be said that there is no so-called free gift for a certain amount of purchase, nor is there any false price increase or discount. The pricing of each model of Super TV is open and fair. In addition to the special discount, LeTV TV will also provide cash coupons worth 70 million yuan, plus free TVs, free shipping, full ecosystem discounts and other activities, a total of 100 million yuan in profits. Such a promotional plan is a naked concession to music fans, users and consumers.

As we all know, LeTV Mall is a social e-commerce platform based on the interests of music fans and the LeTV ecosystem. Every time LeTV Super TV is available for purchase on LeTV Mall, tens of thousands of Super TVs are sold out in a few minutes. As the only official online sales platform for LeTV Super TV, LeTV Mall has become the most popular e-commerce platform for music fans and users, and one of the top ten B2C e-commerce websites in China.

Of course, in addition to this amazing discount plan, the price of LeTV Super TV itself has always been "eye-catching". Based on the pricing of "twice the performance, half the price", LeTV TV adopts an Internet marketing model that eliminates channel premiums and produces and sells itself. This marketing method not only eliminates channel costs, but also further realizes direct communication with consumers and users, which is a true CP2C model.

Regarding the coming of the crazy 919 "Music Fan Festival", Zhang Zhiwei, vice president of LeTV TV, said, "For orders placed on the 919 "Music Fan Festival", LeTV TV will strive to deliver the products to the 24 core cities within 3 days and to other cities within 7 days from the date of shipment. Judging from the current reservation volume, the order volume of the 919 "Music Fan Festival" will set a new record. Therefore, although it is a spot sale, due to the excessively dense order volume, some areas may also be affected by adverse factors such as weather, and some users will experience a slight delay in receiving the products."

Facts have proved that emerging Internet companies that combine innovation and strength are sweeping the entire traditional industry with an unprecedented disruptive trend, and the only way we can integrate into this new era is to integrate into new products.

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.