On November 4th, the 2016 Double 11 E-commerce Festival has begun. In the double 11 TV sales list announced by JD.com, LeTV Super TV has accumulated sales for four consecutive days, becoming the biggest winner of the TV brand!
Currently, the top three TV sales rankings are: LeTV, Hisense, TCL. LeTV Super TV started from the first day and topped the list for four consecutive days. On the first day of the list announcement, Sharp also ranked second, but then was surpassed by Hisense and TCL.
For the Internet brands Weijing and Kukai, their rankings have plummeted. Weijing has dropped from 4th to 10th on the first day, and Kukai has dropped out of the top 10. Double 11 has just begun, can LeTV Super TV maintain its first momentum and win the final sales champion? Suspense to be continued!
It is reported that in addition to the Jingdong platform this year, LeTV has also launched the November smart ecological season, which has also been officially opened. Throughout the November smart ecological season, LeTV Seven Eco will launch numerous promotional activities, super TV, All ecological smart terminal products such as super mobile phones and super bicycles are involved, which will greatly benefit the love of music fans.
At the previous smart ecological season media communication meeting, Zhang Zhiwei, President of LeTV Eco O2O Sales Platform, announced that LeTV Super TV sold nearly 1 million units in September, once again defending the dominant position of China's smart TV brand with performance. According to the latest statistics of AVC's September monthly omnichannel report on the overall market of China's color TV, LeTV Super TV sold 939,000 units, with a market share of 19%, ranking first in the industry in all channels. This means that for every 5 TVs sold in the domestic market in September, one is LeTV Super TV. This is also the first time LeEco won the industry's omni-channel sales in April this year.
It is worth noting that LeTV Super TV won the championship twice, once in the low season of April TV sales recognized by the industry, and once in the peak season of gold, silver and silver. No matter the low season and high season can win the championship, it is enough to prove the market and user recognition , LeTV Super TV is worthy of China's first smart TV brand.
Yabao Super TV: TV becomes a successThe success of the LeTV Mall ’s first global promotional promotion also means that LeTV ’s ecological e-commerce not only meets the most discerning US market in the world, but also adapts to the most complex Indian market, but also has a firm foothold in the Russian market and the Hong Kong market. The leading nature of ecological e-commerce and user stickiness also verify the correctness and leadership of the ecological O2O strategy that LeTV has been pursuing.
In addition, there are some details to note. LeTV's 85-inch TV has also achieved unprecedented success in the United States: the total number of 48-hour reservations at Lemall Mall in the United States exceeds 4,000. This data is twice the annual consumption of 85-inch TVs in the US In the first TV, the total number of snapped-up purchases exceeded 10,000 in less than an hour, setting a record for China's 60-inch TVs.
These are proof: LeTV has a promising future in the US TV market, and the demand of American users is far from being met. And LeTV Super TV, a good start.
If LeTV Super TV conquers the domestic and foreign markets as LeTV training, then for the construction of a large-screen ecology, LeTV is planning. Super TV is a watch, big screen ecology is inside, super TV is the chain of big screen ecology, it is also the connector of LeTV and users, and it is also the touchstone of commercial realization of LeTV and big screen ecology.
Judging from the published data, as of September 30, LeTV's stock of 8.5 million TVs is expected to exceed ten million by the end of this year at this growth rate. And LeTV did not waste energy on 32 inches, has been focusing on 55 inches or more. The biggest value of this data is the big screen, for three reasons:
1. The start-up duration of large-screen TVs has more commercial development value. According to the September "Large-screen Operational Data Monthly Report" of LeEco Intelligent Terminal Research Institute, the start-up duration of large-size super TVs in September was longer, 55 inches / 60 inches / 65 The average boot time of the inch / 70 inch / 120 inch is 6.5 hours, which is higher than the average boot time of 5.37 hours of the 40 inch / 43 inch / 50 inch. For e-commerce vendors, time means traffic and value realization.
2. Large-screen TVs can better release user value. According to industry data, in the first half of this year, 65-inches accounted for 3.6%, 55-inches became the first size, accounting for 21.8%, and 32-inches remained at 18.6%. And LeTV 60-inch and above large-size TV users in September large-screen shopping unit price of 1.5 times the overall, that is to say, LeTV is actually operating high net worth users, more than half have cars and rooms, high-end smart taste.
3. The loyalty of large-screen TV members is stronger. From the data, we can see that the average life of 50-70-inch TV users to buy movie and television members is 8 months, while that of 40-43-inch TV users to buy movie and television members. The average age is 6 months. In addition, the payment rate of large-screen game users in September increased by 10% month-on-month, and the scale of medium and high-paying users increased by 19%. The ARPU value of paying users reached 141 yuan, an increase of 41% from the previous 101 yuan in August. The habit is further developed and the stickiness of high paying users is enhanced.
At the press conference of LeTV Smart Eco Season on October 28, Zhang Zhiwei, President of LeTV Eco O2O Sales Platform, said in an interview that LeTV will not be too pursuing sales maximization to report some figures, nor will it be too high to participate in other brands of e-commerce Festival, because LeTV was originally one of the poles, an important e-commerce platform, and an important e-commerce festival. This actually releases two signals: 1. LeTV will seek gold content instead of quantity, and will not rely on small-size TVs such as 32 inches, and LeTV TV business will continue to operate in depth in large-size segments; 2. LeTV will take into account platform power The "balancing technique" of the merchant does not rely on traditional channels such as Gome Suning, but builds its own e-commerce platform, its own service system, and its own fan system to create a complete user consumption scene and a complete transaction closed loop.
More importantly, a lot of practice has proved that the value generated by LeTV's large screen is higher than the total operating income of the traditional six TV manufacturers. This means that LeTV's large-screen ecological high-net-worth users will bring huge returns to LeTV. This is also the only ecology in LeTV Eco's "7 Huluwa" that generates high profits by operating high-end users. In a sense It is said that the success or failure of LeEco's ecology lies in the large-screen ecology and super TV.
The big-screen ecology is spreading all over, and playing "big" can really beat the futureHowever, at present, LeTV's large-screen ecosystem with Super TV as its core is no longer satisfied with the purely intelligent hardware industry, but instead targets high-end users to fully penetrate its consumer life. Super TV is the point of reaching the high-end consumer group. The living room, car, outdoor sports, work and other life scenes that are closely related to them are face-to-face. LeTV will use its seven major ecology to form a line and connect it in series to finally create a complete Recyclable business empire, this is what LeTV talks about playing "big".
And this big "chess" has already begun to appear, unbelief, we casually list a few examples.
1. On the seventh day of this year, Dior, the top international fashion brand, launched the first limited-edition Lady Dior Small handbag on LeTV Super TV. It was originally planned to be sold for a limited period of 4 days, and it has been sold out in the past day and a half. Screen shopping highlights the label attributes of its marketing platform covering high-end elite family scenes, and also creates the myth of luxury goods sales on e-commerce platforms.
2. In August of this year, LeTV launched the first "Big Screen Quality Life Festival", including Lego, Zwilling, Philips, Mengniu, Caesar Tourism, Midea, Supor, RIO cocktail and other "Clothing, Food, Travel, Travel and Beauty", all the top-notch large-scale goods Participate in Pratt & Whitney fans, and launch the strongest 12-hour all-media shopping live broadcast in the history of the whole network.
3. In October of this year, LeTV held an offline salon event called "The Story of the Kitchen" in a private restaurant in Beijing. It seemed to eat, drink, and actually upgrade the traditional O2O. The "business" model has been innovated again, and LeTV has opened a new battlefield in the red sea of ​​the Internet TV market.
As the champion of LeTV's new marketing communications, Ren Champion said, since LeTV's large-screen purchase was launched in February this year, it has been aimed at creating a new Internet shopping method. Once a partner's product is docked with LeTV, it will be All-channel communication, LeTV, TV, mobile phones and other sub-ecologies work together to make products find the target audience faster and more accurately.
Moreover, we can see that LeTV's large-screen purchase is the world's first home-scene large-screen ecological shopping platform launched by LeTV on super TVs. It has the characteristics of video, scene, ecology, and platform. The brand has entered the large-screen purchase The platform can realize the brand exposure while forming the sales conversion of goods, which is the re-upgrade of the traditional O2O model on the TV platform.
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