What is LeTV's 3 year subversion of the 30-year rule?

On December 20th, LeEco's annual closing conference “Open Eco” was held in Beijing. Nearly a thousand experts, investors, content partners, advertisers, media and fans from the industry attended the conference.

At the conference site, LeTV’s new CEO, Liang Jun, reviewed the history of LeTV’s entry into the color TV market, saying that LeTV’s announcement to enter the TV industry on September 19, 2012 was not optimistic and that the LeTV model was gradually becoming a user, industry, market, and investor. It is recognized that three years of subversion of the traditional TV industry's thirty-year industry rules, but there is no easy way to subvert the road.

Three years ago, the imperfections in the product design process became a pressure. Three years later, the UP2U model gradually became more and more demanding, leading the industry trend with ultimate design and technology.

Three years ago, fans were allowed to use tractors to transport super TVs. After three years, distribution and service areas continued to expand, covering the entire country, reaching 650 cities and regions, covering 4,315 after-sales centers, and nearly ten thousand LePars across the country. Experience shop.

Three years ago, LeTV's super TV supply chain was weak, and it was weak in the control of upstream screen panel resources, the overall bargaining power was weak, the influence of processor manufacturers was weak, and the influence of materials and design was weak. After three years, the partners customized the automated production line for LeTV. LeTV's supply chain has become synonymous with top-level manufacturing systems for smart TVs: Harman Kardon, MStar, Qualcomm, Corning, TPV, Foxconn, and Jin Ruixian have all become LeTV partners.

Liang Jun said that for three years, LeTV subverted the traditional television industry's thirty years of industry rules:

Subvert product form

Super TV is the world's first TV designed with an asymmetric cloud base. It changes the traditional base's dullness and bulkiness, making the TV smart and personalized;

Super TV is the world's first ID metal frame design using seamless bending, abandoning the traditional splicing border, making the TV more artistic and texture;

Super TV is the first in the world to use Corning glass light guides to overcome technical problems and make TVs thinner and lighter;

Super TV is the world's first TV to run Qualcomm's top-end processor, the Snapdragon 810 chip. It was the first to increase the standard memory of all products to a 3G TV. The performance was introduced into the black industry, making performance a standard for judging smart TVs. one.

Others such as speech microphone arrays, universal self-locking screws, two-color anodizing, metal brushed backplanes, transparent back covers, LOGO breathing lights, etc. reflect the uniqueness of LeTV.

Subvert user behavior

Super TV has changed the user's selection criteria for TV. From the previous selection of price/performance (screen, price) to the selection of the price ratio, the election of TV is ecological (screen, performance, service, price, audio, experience);

Changed user buying habits, allowing more and more users to choose to purchase smart TVs online. According to the data from AVC and LeSig Intelligent Terminal Research Institute, the proportion of online sales of China's smart TV industry increased from 3% to 37% in 2012-2016, and the overall market share of LeTV Super TV Online was 18% in 2013 increased to 30% in 2016;

Changed user behaviors: In November, the LeTV Superstar Observation System and LeEco Intelligent Terminal Research Institute data showed that Super TV was powered up for 5.26 hours on average each day, of which 87% of the users watched outside the signal source, and LeTV on-demand accounted for 42%. %, Rotation accounted for 16%, and games in the core application of TOP100 accounted for 29%, while the signal source accounted for only 13% (of which 90% of the top ten were central video channels, and only 10% for satellite and local channels).

Subversion of business model

Change is just a traditional business model that makes money on the hardware. Traditional TV manufacturers adopt a one-time transaction model and rely on sales of hardware to make money. Therefore, the concern is whether there is an increase in the market size of TV each year. This also explains the lack of opportunities for the traditional TV industry to continue to grow. LeTV developed a long-term user operation model and relied on Internet operation capabilities to serve users and achieve business value and profitability during the operation process. According to the data of AVC smart TV innovation ecology white paper, the TV sales volume will increase from 47 million units to 49 million units in 2015-2018, but the number of smart TVs will increase from 100 million units to 230 million units. Space is huge.

Subvert the market pattern

Letv has changed the television industry from a sunset industry to a sunrise industry. The Chinese television industry has changed from the pattern of 3S international brands + 6 major traditional TV manufacturers from 2002-2012 to the one hundred (100%) contending of the 1 (LeTV)+3S+6+N (other Internet TV brands) in 2015-2016.

After three years of hard work, LeTV Super TV has been widely recognized by users. From 2014 to date, it has always maintained the highest sales volume online; from 60 in 2013, 70 in 2014, 50 in 2015, and 65 in 2016, it contributes one of the largest segment sales in the entire channel every year; In April and September 2016, the sales volume of the entire industry was the highest; LeTV Super TV won the ITV2016 Internet TV Solutions Gold Award.

In addition, at the press conference, Liang Jun also announced that after three years of hard work, the large-screen ecological users have reached tens of millions of grades and will soon enter a new historical stage.

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