In the television industry, manufacturers generally hold conferences, mostly new product launches or major strategic cooperation issues. The conferences held for the big screen marketing level, looking at the industry, are also the only one to watch. On May 5th, LeTV held a conference with the theme of "Super Love +" and formally launched the "big screen purchase". It also announced that Europa was its first eco-level partner, and at the same time, another big screen based on Super TV. Eco-operating products, LeTV Children, also announced that they will jointly launch a million family education program jointly with the top ten educational institutions and invest 500 million yuan to feed the big screen education ecology.
In addition, LeTV’s Vice President of New Marketing Communications Ren Champion also said that LeTV’s daily average CV has broken 100 million a week, exceeding LeTV’s PC, mobile, and M stations as LeTV’s largest flow terminal platform. . This means that the in-depth layout of LeTV's ecology at the big screen has been effective, and it will further increase the pace of commercialization of the big screen. The launch of "Big Screen Purchase" and the layout of LeTV's ecology at the big screen education represent that LeTV has taken the lead in entering the era of big screen marketing. While other peers are still tangled in hardware profits, thinking about how to collaborate in content cooperation to kill a bloody road, everyone does not know that it has long been LeTV thrown out of an "era."
The next round of change in the TV industry has quietly opened up
According to the data given by LeTV, “The Day of 414 Hardware Freedomâ€, the total ecological sales amounted to 2.32 billion! The total revenue of LeTV Eco was recorded on a single day. Among them, LeTV's total member revenue exceeded RMB 2.02 billion, and the total sales volume of Super TV reached 549,000 units. It refreshed the TV industry with a single-day sales record. The total sales volume of super mobile phones was 582,000 units, and total sales of intelligent hardware and derivatives were 85 million yuan. The industry was surprised by the enormous purchasing power that LeTV’s ecosystem broke out. Of course, what makes more sense is that "414 hardware free day" makes LeTV the first hardware in the television industry to do hardware free. In the interpretation of this incident, many people focus on the hardware cost, and even call it "TV hardware." A sign of a free time. Actually, this is just a feature of EcoTV 3.0 proposed by LeTV. It represents LeFei's first effort to “go to hardware centerâ€, shifting the business model of the TV industry from the acquisition of hardware profits to the exploration of the value of content and services. .
From relying on hardware profit to survive, to hardware free, for many television manufacturers is a nearly impossible "hurdle", and for LeTV, with its "platform + content + terminal + application" ecological model built by the ecological matrix And the enormous commercial value generated by the strong strengthening between the ecology can completely do this, because it can realize the feedback of hardware costs through ecological profit. Of course, the eco-profits mentioned before were, in many people's eyes, a general business concept, but with the continued in-depth operation of LeTV's large-screen operation and the launch of “big-screen purchasesâ€, the veils of eco-profits were finally uncovered. Slowly presented to the user. With the huge flow of super TV, combined with the four core advantages of “big screen purchase†video, scenes, ecology, and platform, while giving users unprecedented big-screen shopping experience, LeTV’s commercialization in large screens The attempt is expected to bring new inspiration to traditional television manufacturers to bring about changes in revenue models. After all, the traditional TV industry's hardware-centric business model has been disintegrated, and the big-screen commercialization of content-based change has quietly begun.
"Big screen purchase" will activate the era of ecological consumption
It is worth noting that LeTV’s “big screen purchase†is not just a simple flow of cash. It moves the traditional e-commerce architecture directly into the channel of the super TV, but it is based on the characteristics of the large-screen operation of the traditional electricity. The business architecture is based on the ecological reconstruction of large screen shopping. For example, in terms of product introduction, function, and usage methods, “big screen purchase†abandons the graphic form of traditional e-commerce and turns it into a video presentation to achieve a more intuitive and realistic effect, allowing users to have a product. Have a more detailed understanding so that you can make a purchase or not. Another point different from traditional e-commerce is that "big-screen purchase" will become no longer "hard", it will do intelligent matching based on the content scenes viewed by users, like vertical animation parent-child, games, film and television, sports, music, etc. In combination with content, etc., it is more than just simply throwing the relevant products up, but it needs to be intelligently matched according to the scenes, so as to ensure that the audience can easily see the goods without affecting its viewing experience.
Of course, there are other ways to play “big screen purchasesâ€, such as auctions, Haitao, and online shopping guides. Although these are common forms in the industry, they will be integrated with LeTV’s large-screen terminals and their ecological integration. A high quality life circle based on ecological closed loop. For example, when we watch a film and television drama, we often encounter scenes in which we suddenly become interested in the costumes or daily necessities of the characters. At this time, we can use the “big screen purchase†of LeTV to place an order and do everything. WYSIWYG. For major sports events such as the Olympics, World Cup, and even major festivals such as the Spring Festival, Mid-Autumn Festival, etc., LeTV "big screen shopping" can be combined with ecological partners to create special shopping together, giving users a more cool shopping experience. It can be foreseen that "big screen purchase" will greatly change the consumption habits of large-screen users, completely activate and bring users into the era of ecological consumption.
Big Screen Commercialization Thinking Based on Content Focus Operation
While many Internet TV manufacturers are still exploring the prospects of content payment model, LeTV, as a leading manufacturer of Internet TV, has begun to operate on its own content, especially its "TV desktop" product, allowing users to self-teach TV desktops. Definition, so that boot directly into their own definition of a good desktop. For example, for children's "children's desks", users can be set to boot into the children's desktop to facilitate children at home to watch children's programs. For a friend who is interested in sports or variety entertainment, the corresponding desktop can also be defined so as to facilitate the viewing and acquisition of the content. This kind of in-depth operation of content will further subdivide the users of LeTV Super TV, and even further form a community effect. What lies behind this is LeTV's commercial thinking.
The commercialization of large screens does not necessarily have to be limited to e-commerce shopping. It can also be achieved through the accurate mining of big data and the further operation of subdivided content. As we all know, when we use Internet TV, we will inevitably produce data features such as viewing features, hobbies, etc., and through the grooming of such information, it will be easy for LeTV to further subdivide users. LeTV's children are the ecological layout of LeTV's education for children, and it is the entrance to the large-screen education ecosystem service jointly developed by LeTV and its partners. In the future, the ecological linkage, IP derivatives, and even the terminal intelligence of children's intelligent hardware on the online and offline lines all have huge commercial value. It is even not ruled out that LeTV Children may become the second “Le Sportsâ€.
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