LeTV Super TV Evolution: User experience is the core

Not long ago, LeTV TV entered the Hong Kong market. The first batch of LeTV 4K Super TV X50 Air Hong Kong version test machines were sold out as soon as they went on sale, demonstrating that the road of LeTV TV Super TV is getting wider and wider and longer.

Since the birth of LeTV TV Super TV on July 3, 2013, as an industry disruptor, LeTV was destined to be subject to controversy and doubts on its development path. From the announcement of the annual online sales of one million units, to the "open mouth and lung test" public beta event triggered by the attack of competitors, to the launch of the LePar plan to meet user service and experience upgrades, and the completion of the 100th version of LetvUI, LeTV TV Super TV has been bumpy on the road of being a disruptor, but it has been moving forward all the way.

First cry: Annual sales of one million units

On July 3, 2014, on the first anniversary of the launch of LeTV TV Super TV, LeTV TV officially announced that the annual sales of Super TV reached nearly one million units by the end of June. In just one year, the LeTV Super TV family, including S40, S50, X50, X60 and Max70, was launched one after another, and the product upgrade was completed. With a short brand establishment time and a single sales channel, it was able to achieve such results, which is a model in the industry. And it is precisely because of such a rich product family that LeTV TV Super TV has begun to form a scale effect and lead the new trend of Internet TV.

The reason why LeTV TV Super TV was able to achieve sales of nearly one million units in its first year on the market can be directly related to its marketing model. LeTV, which started with the smart terminal product Super TV, bypassed the "shortcut" of cooperating with traditional hardware manufacturers and began to take a different approach, independently developing smart TV hardware products, and started the comprehensive construction of the LeTV ecosystem with a new model of "low-priced hardware and paid services."

Of course, this marketing model is not suitable for all smart TV manufacturers. The path chosen by LeTV is also determined by its huge content resource advantages. Compared with the traditional one-time hardware profit model, this sustainable profit model that relies on content service charges has more development value in the long run. LeTV's emphasis on service content will also promote other manufacturers' improvements and innovations in smart TV content, thereby promoting the upgrade of user experience operations. ​​

"Opening the mouth to test the lungs": decisive action to respond to doubts

Along with the long-term business model, there are also doubts about the quality of LeTV TV Super TV. In fact, LeTV does not reject such doubts. After all, there will be doubts only when there is attention. In the face of doubts, LeTV TV held a national public beta test of Super TV "Opening the mouth and testing the lungs". Although the action was resolute, the attitude was also very clear, which also verified the corporate slogan of LeTV TV that it has always adhered to, "Open ownership to users and give users the highest authority."

Although the process of "opening the mouth and testing the lungs" is a bit awkward, it has to be admitted that this is the most candid way of communication and the way to win the understanding and trust of users and music fans. Of course, LeTV used the "opening the mouth and testing the lungs" public beta test not only as a response to doubts, but also as a perfect display of the product. After giving a strong response to competitors and attracting more users, LeTV also hopes to continue to strengthen its future development in this way.

After the "open mouth and lung test", we also began to think about the important role of healthy competition among enterprises in the development of the entire smart TV industry. We hope that in the future, as Peng Gang, senior vice president of LeTV TV, said, "the ultimate goal of Internet products is not just to sell products and services to users, but to open up ownership to users, so that companies and users can jointly own products and brands. We call for a healthy competition environment, let the products speak for themselves, and let the quality speak for itself."

LePar Project: Paving the way for the “last mile” of user services

LeTV, which only has an online sales channel, began to think about the shortcomings of this sales model and seek a way out after the national public beta test. As a result, LeTV's Super Partner LePar plan was born.

As LeTV has repeatedly emphasized, LePar is not the opening of offline channels for super TVs, but the "last mile" of user experience and service improvement. The double after-sales service standard launched for this purpose is one of the important manifestations of this service improvement.

Double service is based on the national after-sales standard. While LeTV is demonstrating its brand strength, it also hopes to bring better service standards to users. Many users may not have the opportunity to experience such a change, but it is this small step that requires LeTV Super TV's strong quality assurance as a backing.

Nowadays, more and more smart TV manufacturers focus more on technology development, while the complexity of smart TV operation leads to a large number of after-sales service needs that are slightly ignored. LePar's double after-sales service standard draws users' attention back to the key point of brand establishment, and its significance will also extend to promoting other manufacturers to adopt higher quality standards and more complete service guarantees for their products.

100 transformations of LetvUI

With the entry of more and more Internet companies, the core of competition in the field of smart TVs has begun to change. The advantages of hardware innovation are slowly fading, and new competition angles of software, content and services have begun. At the same time, the richness of smart TV operations also determines the degree of user choice for smart TV operating systems. When LeTV TV Super TV LetvUI recently completed the 100th version update, it can be seen that LeTV attaches great importance to user experience.

Different from the development of other UI products, the design concept of LetvUI is user-oriented. In the process of users participating in system upgrades, LeTV TV Super TV is developing more towards intelligence and customization.

LetvUI can be said to be the hub for connecting users with LeTV. With LetvUI, LeTV can better understand users, and users can also give LeTV their most intuitive feedback on the product to promote improvements. This is also the meaning of LeTV's propaganda of "millions of people are dissatisfied, millions of people participate, millions of people develop, millions of people use, and millions of people spread".

In just one year since its birth, LeTV TV Super TV has written a completely orderly subversive evolution, from hardware to content, from content to service, without missing a single thing. As a new Internet enterprise, after LeTV TV transformed from an Internet content platform company to a vertically integrated ecological company of "platform + content + terminal + application", it also began to upgrade its single hardware sales profit to a four-fold income source of "hardware income + content income + application sharing + terminal advertising". Under the general trend of multi-screen integration and mobile-first development in the Internet content field, smart TVs have opened up the practical connection points between hardware and content, users and services, and LeTV has also taken the lead in this competitive pursuit with its Super TV.

With Super TV as a springboard and core, LeTV is expected to continue to deploy in the fields of smart routers, smart phones, smart cars, and smart homes. As Jia Yueting said, LeTV's ecological integration is not only about multi-screen video content, but also about creating a quality music fan life circle with users as the center, providing users with a high-quality life with obvious Internet genes and a new consumption mindset.

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.