LeEco's Industrial Ecosystem: Disruption is Everywhere

As the only film company in China under the Internet model, the birth of LeTV Pictures, a subsidiary of LeEco, can be said to be the beginning of the film industry's transition from the industrial age to the Internet age. After successfully opening the new Internet era of the film industry, LeTV Pictures, led by LeEco, is also continuing to innovate the subversive concept of LeEco's industrial ecology.

On August 1, LeTV, the "No. 1 film marketing platform", held the "Jason Statham's China Tour - A Date with the Tough Guy at LeTV". Since then, LeTV's vertical industry chain integration based on "platform + content + terminal + application" has been further improved, and the new film industry model created by LeTV Pictures has officially started.

Hollywood superstar Jason Statham, as one of the leading actors in the Hollywood movie "The Expendables 3", not only has a large number of fans, but also, according to the big data analysis of LeTV's movie channel based on the "first movie marketing platform", among all tough guy-themed movies, the movies starring Jason Statham have the highest attention and good playback volume.

It is reported that LeTV cordially invited Hollywood superstar Jason Statham to be the only star of the fan meeting, not only because before the release of the movie "The Expendables 3" starring him, LeTV completed its first-line promotion from investment to distribution, from theaters to the Internet, but also because LeTV has carried out in-depth content development for the movie, namely the mobile game of the same name "The Expendables 3" with Jason Statham as the protagonist and perspective.

Liu Gang, vice president of marketing at LeTV and producer of "The Expendables 3", presented Jason Statham with a "No. 1 Tough Guy" scroll stamp with Chinese characteristics at the event.

It is understood that "The Expendables" series of films has a large number of fans and moviegoers in the Chinese market. After introducing and broadcasting it, LeTV has also carried out in-depth operations on the fan group.

First of all, as far as this event is concerned, LeTV has provided fans with content worth pursuing and a platform for in-depth contact with celebrities; secondly, LeTV has also left fans with a content commemoration, extending the life of the content.

In fact, LeTV's approach of starting with content, promoting peripherals, obtaining peripherals, and feeding back content is a direct reflection of Internet thinking. And this approach of trying to better manage users is also a step towards establishing itself as the number one film marketing platform.

In the in-depth content development of the movie "The Expendables 3", the mobile game "The Expendables 3" produced by LeTV is of great significance. LeTV not only brought superstar Jason Statham to China Joy, the largest game exhibition in China, for the first time, but also through this mobile game, LeTV's unique vertically integrated "platform + content + terminal + application" LeTV ecosystem has been further improved.

Currently, LeTV has begun to fully develop its efforts in the field of TV games through Letv Store and Game Center, aiming to create an open platform for smart TV games. As another attempt to develop independent copyright content, the mobile game "The Expendables 3" will surely be transplanted to the LeTV Super TV game platform as it is promoted.

In addition, the rumors of LeEco's entry into the field of mobile phone manufacturing are also being confirmed. The development of the mobile game "The Expendables 3" is more like a content-first move to build an ecosystem. LeEco, which originated from content, has always adhered to the basic route of expanding and consolidating its overall strength through the advantages of content links, whether in the establishment of the ecosystem or in the research and development of terminals.

Data shows that LeTV Pictures' box office in 2013 totaled 1.05 billion yuan, ranking third among private film companies; LeTV's movie channel covers more than 80% of cinema movies, and its number of viewers ranks first on the Internet. As the No. 1 film marketing platform, LeTV's movie channel is also constantly expanding offline consumption power under the model of O2O aggregation of online fans' attention in cooperation with LeTV Pictures.

As the Internet movie-watching market gradually expands and users develop the habit of paying for video viewing, LeTV is also replacing advertising revenue by cultivating the growth of paying users and leading the film industry to expand widely on the Internet.

It is believed that what LeTV is doing now is changing the rules of the Internet game in the past, and meeting people's diversified needs for Internet life through one-stop service. With a complete layout, subverting the development speed of the industry, and the operation concept of reaching users directly throughout the process, LeTV will bring more unexpected surprises to users and fans.

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.