PPT TV? LeEco not only wants to "spray" but also to publish it this time

"Recently, many 'friends' said that LeEco is a PPT company, and what we want to release is called PPT TV. Why? Because we only publish but not publish. Today we will publish!"

This is what Liang Jun, president of LeEco Zhixin, said at the press conference on May 31. Following the Super 4 Max70, LeEco released three TV models, Super 4 X55, Super 4 X43, and Super 4 X40. It shows the "eruption" status in terms of research and development and new product release.

In addition, Yang Yongqiang, vice president of LeEco Holdings, also announced a strategic cooperation with Ubisoft, and will exclusively launch at least three games in the next year.

During the three-year period, LeTV has successfully completed a major subversion of the 30-year achievements of traditional TV. According to the data of a third-party research company, in April, LeTV Super TV has become the first-selling brand in China’s TV industry, leading the main models in an all-round way. This mass release of new products seems to be showing more confidence to the outside world.

Extreme Product Line

Before the launch of LeEco Super TV, the entire TV industry was regarded as a "red ocean", and traditional TV companies seemed to be lifeless, while in the high-end market, it was completely monopolized by Samsung, SONY, Sharp and other giants.

However, since LeTV announced its entry into the smart TV field on September 19, 2012, and released its first super TV in July 2013, the market has been rapidly changed.

The three TVs released this time are the fourth-generation products of LeTV, and the whole series has entered the era of MSTAR6A938 and Qualcomm Snapdragon 810.

It is LeEco's practice to have high-end hardware, and it is still called "butcher" price: Super 4 X55 starts at 3,599 yuan, and Super 4 X43/Super 4 X40 starts at 1,699 yuan.

The BOM price is still announced, the hardware is still negative, and the ecological subsidy model is still in place, and it seems to be getting stronger with each passing day.

Objectively speaking, LeEco is the first company in China that senses the integration of the Internet, mobile Internet and hardware to form an ecology, and it fully recognizes the overall value of users.

Liang Jun said that for the consumption of smart terminals, especially large screens, the core value is actually the content and services carried by the hardware, not the TV itself. The TV is just a piece of hardware, and it is more of a channel Or medium, its cost should be under 20%.

This kind of logic is not crazy. It is under this logic that LeEco put forward the concept of hardware negative profit or even free hardware.

From being called PPT TV by the market, to the previous impressive performance of 2.32 billion yuan in the 414 promotion, LeTV this time proposed to achieve 3 billion yuan in sales in 618. The explosive growth has made the industry envious.

With the counter force of ecologicalization, LeTV has proved the success of this strategy. This kind of success is becoming a new vane for the industry. Micro Whale, Coocaa, Fengxing, Baofeng, and Xiaomi have joined the battle, and the smart TV field has become a blue ocean.

At the same time, without exception, old and new TV manufacturers, including Hisense, have turned LeTV’s super TV into their benchmarking objects. On various occasions, “friends” basically point to LeTV.

But in any case, this field seems to have lost the voices of giants such as Samsung and Sharp.

Focus operation

It is worth noting that this first public meeting of LeTV Mutual Entertainment shows that LeTV is entering the game field. Currently, LeTV has become the first platform for large-screen games.

Liang Jun told a story about 1,000 controllers. On the previous 414 Hardware Free Day, one of the activities was to recharge to a certain level, and a controller would be given away. The feedback from these users was surprising. The monthly ARPPU value was 258 yuan, and the payment rate is close to 30%. The activity and payment success rate of these 1,000 users are 4.7 times and 9.4 times that of other game users.

The returns that the game can bring are highly in line with LeEco's expectations, and it is this series of expectations that has prompted LeEco to enter various subdivisions and carry out refined operations.

After making its own excellent EUI based on the Android system, LeEco has successively launched its own desktop, shopping desktop, sports desktop, children's desktop, and game desktop to carry out more in-depth and detailed focus operation.

Happy to see the desktop realizes intelligent recommendation for users from a large number of videos, becoming the favorite of music fans; and the launch of the shopping desktop, sales have grown rapidly, with sales exceeding 1.33 million yuan in April, and sales in May are expected to exceed 2.17 billion yuan. Functions such as snap-ups, spikes, and auctions are under urgent research and development; sports fans’ favorite is still LeTV’s sports desktop, where the most comprehensive sports content is concentrated, and it has become the largest sports content in China and service portals; children’s desktop, including Cui Yutao’s self-made columns, are popular with parents and children; and game desktop has the most abundant high-quality Android games in China. LeEco is committed to making games suitable for the whole family The scene of the light-host large-screen game not only needs to break through the performance limit of the hardware configuration, but also fully supports the upstream game content suppliers.

In the United States, large-screen games have accounted for 45% of the overall game market, while in China, large-screen games only account for 2% of the market.

There are obviously unlimited opportunities in this field, and the above-mentioned dimensions are becoming a steady stream of ecological subsidies for LeTV. Users are not consuming TV, but consuming their favorite content and services.

Obviously, when many video companies and traditional manufacturers saw this opportunity, LeTV had already started to run away. Now that it has entered the focus operation, LeTV has already started to generate income, and it even hopes to be able to share the box office in the near future. , directly synchronizing with offline theaters to realize home on-demand.

The substantive progress of the focus operation has not only promoted LeTV to become a leader in various fields, but more importantly, it has begun to generate returns, which in turn has "feedback" to LeTV Super TV and promoted LeTV to further realize --- only pay for the core value .

Value for money

"We want to go beyond cost performance, we want to achieve value for money", this is the mantra that Ren Guanjun, Vice President of Marketing Communications of LeTV Zhixin, likes to use.

The so-called value-for-money ratio is also a concept first proposed by LeTV, that is, the experience-price ratio.

Users can buy LeTV Super TV or pay membership fees, or even recharge easily. After buying red wine on Wangjiu.com, they can get LeTV Super TV at a low price. But after getting LeTV Super TV, in the eyes of LeTV people, it is just The start of the service.

The video content, sports content, and children’s content that LeTV can provide surpass other manufacturers in the market. It has the largest copyright library, and combines internal and external sources to continuously generate new content; In more dimensions, realize openness and introduce more partners to provide users with more and higher-quality content and services.

This is called LeTV's "open closed-loop" strategy. At key nodes, we do it ourselves, and in all dimensions, we are fully open.

Such an entire system, known as "LeTV Ecology", has achieved a huge threshold in the dimension of consumption upgrade.

It is not enough for a competitor to just do a good job in TV and other hardware. It also needs rich and high-quality content, better basic Internet services, and enough open services to provide, while realizing backward ecological operations...

After LeTV, there are seven ecosystems of LeTV Network, LeTV Cloud Basic Internet Service System, LeTV Sports, LeTV Super TV, LeTV Super Mobile, LeTV Super Auto, and LeTV Internet Finance, which form a complete competitiveness. Hey, this kind of competition seems too difficult.

For users, LeTV took the lead in guiding the concept of "paying for content and services". More importantly, this kind of full ecological provision has greatly lowered the threshold for users to use. The operation has created an "extreme experience" for users. This kind of experience is the core of LeTV's value for money.

And this time new products are launched together, and the 618 e-commerce festival’s 3 billion target seems to indicate the initial formation of LeEco’s ecological team.

To solve such a Rubik's Cube, it may not be possible to follow. The solution may be to integrate, which is the right way. You see, TCL and Coolpad have already made their own choices.