Using Internet thinking to see LeTV TV's breakthrough in 4K
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Nowadays, "Internet thinking" has become a popular discipline, and all walks of life want to join in the fun. The television industry is no exception. Young people believe that as long as they have something to do with this "magic weapon", they can immediately become successful, re-occupy the market, and turn decay into magic. It is believed that Internet thinking is a way of thinking in which enterprises re-examine the market, users, products, value chain and even the entire business ecosystem in the era of pan-Internet, especially in the context of rapid development of big data and cloud computing. It includes user thinking, simple thinking, extreme thinking, iterative thinking, traffic thinking, social thinking, big data thinking, platform thinking, cross-border thinking and so on. Just like LeTV TV’s recent high-profile launch of its first “0 profit” 4K super TV, the innovation and subversion of 4K TV gameplay has once again triggered the industry’s collective reflection on Internet thinking. 4K TV is undergoing a transformation Nowadays, as the price of LCD panels continues to fall, the price of 4K TVs with ultra-high-definition picture quality has gradually dropped to a level that is popular and affordable. However, many consumers found out after purchasing that due to the lack of film sources and the lack of cloud platforms and complete transmission channels to support them, 4K TVs can only be used as ordinary TVs. This is intolerable in the field of smart TVs that advocate Internet thinking. In the television industry, hardware has always come before software, such as 3D, OLED, etc. Although 4K TVs are currently facing a bottleneck in the industry chain, the future development direction of television is an indisputable fact and a battleground for all companies. On April 9, LeTV TV released the 50-inch 4K TV X50 Air, priced at 2,999 yuan + 980 yuan for two-year service. Currently, 55-inch models from foreign brands such as Sony, Samsung, and LG generally cost more than 10,000 yuan, while similar models from Konka, TCL, and Skyworth generally cost around 8,000 yuan. There is no doubt that the X50 Air has once again set a new low price record for similar products in the market. It can be seen that low price is still the highlight of LeTV 4K TV, but what makes users scream even more is Le4K, the full industry chain certification standard created by LeTV. Many users may take it for granted that buying a 4K TV will allow them to watch ultra-clear 4K programs. However, 4K TV is not equal to 4K content. The full industry chain services including platform, content, terminal, application, etc. can constitute the 4K industry ecosystem. Only in this way can 4K TV be worthy of its name. LeTV believes that Le4K is not equal to 4K and quasi-4K, but is based on the vertically integrated LeTV ecosystem, covering the entire upstream and downstream of the industry chain of shooting, production, cloud uploading, cloud storage, cloud transcoding, cloud transmission, cloud playback, and terminals. It is a "4X4" 4K system consisting of 4K self-made + 4K imported, 4K cloud platform + H.265, 4-core CPU + 4-core GPU, 4K screen + 4K UI. It is a complete 4K solution from source to cloud to end, which will change users' smart life through Internet thinking. We know that last year LeTV launched Super TV based on the "platform + content + terminal + application" ecosystem, ushering in the first year of Internet TV and subverting the entire TV industry. The standards for users to buy TVs have changed dramatically, and smart TVs have entered the era of performance and ecology. Internet thinking has once again maximized user interests. Internet thinking breaks through 4K As we all know, users are one of the most important factors in Internet thinking. In the Internet era, users’ thinking is no longer limited to Internet products and enterprises, but to various smart terminal devices, including but not limited to desktops, notebooks, tablets, mobile phones, refrigerators, watches, glasses, smart TVs such as 4K, etc. How to provide the ultimate service on so many platforms is a common challenge faced by all companies. The most important thing about Internet thinking is the user. In the context that 4K TV has become the future mainstream of the industry, what kind of 4K needs do users have and which user experience is the best? Many people may be fond of 4K TVs from foreign big brands, but they are still high-priced products in the traditional industrial era and lack Internet thinking. At the same time, revolutionary products alone are far from enough, and a revolutionary ecosystem is also needed, demanding the spirit of perfection and simplicity, not just hardware and software, but also an excellent vertically integrated complete ecosystem. For most TV manufacturers, pursuing perfection means not only making hardware and software, but also building a complete vertically integrated ecosystem, so that users can fully see the sincerity rather than a bunch of conceptual hype. LeTV's philosophy is to create products and prices that drive users crazy. LeTV's 4K TV, which is built at 2,999 yuan, is still "priced at cost", "direct access to users throughout the entire process", "twice the performance, half the price". Under the impact of such concepts, the average price of smart TVs in the entire industry has dropped by more than 30%. Using "0 profit" to educate the market can be regarded as defeating traditional TV with Internet thinking. LeTV CEO Jia Yueting believes that LeTV's first X50 Air is not just a TV, but a complete 4K large-screen Internet ecosystem. The essence of LeTV's ecosystem of "platform + content + terminal + application" is the vertical integration of the industrial chain. Vertical integration is more in line with the needs of users in the Internet era and the trend of economic development, and represents advanced productivity. Considering the most important film sources and traditions of 4K TVs, LeTV's content will be fully 4K in 2014: self-made 4K, imported 4K, and the company will create its own 4K cloud platform standards. Through proprietary 4K encoding optimization, 4K distribution channels, 4K playback channels and full-terminal P2P technology, it will provide 4K solutions from source to cloud to end. The total bandwidth of the open platform currently exceeds 3.5T, and global coverage can be achieved through more than 260 CDN nodes. I believe that every company has a different interpretation of Internet thinking, but only those products and services that can truly create the ultimate experience for users can create the greatest value for users. LeTV has once again rewritten the 4K TV competition landscape and game rules with Internet thinking, derived new industrial chain value, and formed LeTV's unique Internet thinking, building a new moat for LeTV in the smart TV industry, and the threshold for replication is higher. (End) 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. |
>>: It is difficult to make money from TV hardware, and the profit model has changed into a trend
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