The tuyere is constantly changing. With the weakening of the smart phone outlet, smart TV is expected to become a new outlet. Internet cafes have all entered the smart TV market to compete and share a delicious cake!
Recently, LeTV announced the world's first eco-TV opportunity and announced that all six new products are lower than the production cost pricing.
Taking a television with a BOM cost of 2048 yuan as an example, the bare metal is priced at 1,699 yuan. Prior to this, LeTV had reduced the price of its products by 500 yuan across the board. In the words of Levision’s new president, Liang Jun, this is to “subsidize hardware through ecologyâ€.
Earlier, Xiaomi TV announced through the official microblogging microblogging TV 2 advance price, straight down 200 yuan, playing the "National Day Promotion" in the name.
There are also latecomers who have become popular on the Internet. The sales volume will exceed the sum of Xiaomi and LeTV within three years.
As well as the recently rushed micro-whale TV, one of the reasons for its high level of discussion is said to be high value, and it is less expensive than Xiaomi and LeTV.
Common contract machine for mobile phone promotion
This time used on television
LeTV is the only one to put pricing more straightforward - to the brand premium, channel premium, not rely on hardware profit, through service subsidy hardware, users can choose bare metal or membership contract machine.
"Ecology TV is not a TV, but an open, closed-loop, large-screen Internet ecosystem built through the vertical integration of the industry chain and cross-industry value chain reconstruction." Liang Jun said that the biggest pricing feature of eco-TV is lower than Mass production cost pricing, and through the service subsidy partner model, and the same product online and offline same price.
At the same time, Le is regarded as the user's choice to purchase bare metal or membership contract machines, that is, every purchase of a 490 yuan a year worth of LeTV full-screen film and television membership services, hardware prices straight down 300 yuan, that is "one year membership contract machine hardware pricing = bare machine prices - "300 yuan," "N-year membership contract hardware pricing = bare metal price -300N yuan," LeTV, according to the price of each model bare metal defines the size of N, support hardware prices 0 yuan. Bare-metal machines and contract machines have different prices. This is a common practice in the mobile phone industry and is still fresh in the TV industry.
Liang Jun revealed that at the just-concluded “9·19†black music fans festival, Leshi’s total sales of the ecology exceeded 1.78 billion yuan, of which the total sales volume of Super TV exceeded 382,000 units. LeTV's single-brand total sales surpassed Tmall's "Double 11" and Jingdong "618" TV's total sales of the brand on that day.
It seems that reducing the impact of pricing on product sales is very straightforward. Moreover, LeTV also announced that it has changed the supply method from the “buy-buying + pre-sale†model to the “spot + pre-sale†model, and the sales channel has been open for a long time. In other words, you don't have to pay for money for a month or two.
Give up "hungry marketing"
It’s time to fight “crab meatâ€
"Hunger Marketing" once let Leshi, Xiaomi these Internet companies taste a lot of sweetness. Someone concludes that the three necessary conditions for the success of “hunger marketing†are: sufficient competitive prices, attention and greater brand value.
Today, Letv is considered to have thrown away this once-very effective "weapon". Although Xiaomi did not say it directly, the newly-listed Xiaomi 4C began spot sales one day after the new product debuted on the previous day. In fact, it also gave up hunger marketing.
why? According to the big data of AVC Ove Cloud Network, in the first half of 2015, total global TV shipments were 101 million units. According to the shipment countries and regions, China shipped 23.41 million units, 72% of which were smart TVs. Since 2012, the share of smart TVs has risen from 19% to 72% today, and according to forecasts, the penetration of smart TVs may reach 86% in the second half of the year.
Whether it's good millet or good music, what's the proportion of it? According to the annual report, sales of LeTV Super TV in 2014 were 1.5 million units, while millet TV's cumulative sales in 2014 were almost 300,000 units.
Although "new" such as LeTV, millet high momentum, but the top three smart phone sales in 2014 is Hisense, TCL, Skyworth, only Hisense a sales of 8 million units on the LeTV, millet do not know a few streets. LeTV’s sales target for this year’s Super TV is 3 million units. Although “9·19†sold 382,000 units a day, it is not “9·19†every day.
Sales pressure is high and competition is getting more and more intense. Before the traditional manufacturers "intercepted", TCL and iqiyi alliance, Skyworth went to Ali, Hisense and Changhong chose the integration of resources and self-reliance of the Internet TV competition; after the emerging brand rush, micro-whale TV, cool open TV, 17TV and other new brands have all released new products, each with its bright spots, and the market response is also good.
At this time, if you continue to hungry, if you do not starve others, first hungry yourself.
From the sales data point of view, LeTV and Xiaomi did not subvert the traditional pattern of the television industry, but at least the price of this subversion is complete. After the PC and mobile phone, TV as the third "military battleground", "hardware to lose money" is almost from the birth of its mark on the day of birth.
Smart TVs have come a long way in the melee of traditional TVs, and this time it has been the smart TV "shopping." Li Ruigang, chairman of Microwhale Technology, said: “We are not afraid of competition. We are not the first people to eat crabs, but they will certainly be able to eat crab meat.â€
Because LeTV and Xiaomi have already lost their "crab shells," they can now see who can eat "crab meat."
Recently, LeTV announced the world's first eco-TV opportunity and announced that all six new products are lower than the production cost pricing.
Taking a television with a BOM cost of 2048 yuan as an example, the bare metal is priced at 1,699 yuan. Prior to this, LeTV had reduced the price of its products by 500 yuan across the board. In the words of Levision’s new president, Liang Jun, this is to “subsidize hardware through ecologyâ€.
Earlier, Xiaomi TV announced through the official microblogging microblogging TV 2 advance price, straight down 200 yuan, playing the "National Day Promotion" in the name.
There are also latecomers who have become popular on the Internet. The sales volume will exceed the sum of Xiaomi and LeTV within three years.
As well as the recently rushed micro-whale TV, one of the reasons for its high level of discussion is said to be high value, and it is less expensive than Xiaomi and LeTV.
Common contract machine for mobile phone promotion
This time used on television
LeTV is the only one to put pricing more straightforward - to the brand premium, channel premium, not rely on hardware profit, through service subsidy hardware, users can choose bare metal or membership contract machine.
"Ecology TV is not a TV, but an open, closed-loop, large-screen Internet ecosystem built through the vertical integration of the industry chain and cross-industry value chain reconstruction." Liang Jun said that the biggest pricing feature of eco-TV is lower than Mass production cost pricing, and through the service subsidy partner model, and the same product online and offline same price.
At the same time, Le is regarded as the user's choice to purchase bare metal or membership contract machines, that is, every purchase of a 490 yuan a year worth of LeTV full-screen film and television membership services, hardware prices straight down 300 yuan, that is "one year membership contract machine hardware pricing = bare machine prices - "300 yuan," "N-year membership contract hardware pricing = bare metal price -300N yuan," LeTV, according to the price of each model bare metal defines the size of N, support hardware prices 0 yuan. Bare-metal machines and contract machines have different prices. This is a common practice in the mobile phone industry and is still fresh in the TV industry.
Liang Jun revealed that at the just-concluded “9·19†black music fans festival, Leshi’s total sales of the ecology exceeded 1.78 billion yuan, of which the total sales volume of Super TV exceeded 382,000 units. LeTV's single-brand total sales surpassed Tmall's "Double 11" and Jingdong "618" TV's total sales of the brand on that day.
It seems that reducing the impact of pricing on product sales is very straightforward. Moreover, LeTV also announced that it has changed the supply method from the “buy-buying + pre-sale†model to the “spot + pre-sale†model, and the sales channel has been open for a long time. In other words, you don't have to pay for money for a month or two.
Give up "hungry marketing"
It’s time to fight “crab meatâ€
"Hunger Marketing" once let Leshi, Xiaomi these Internet companies taste a lot of sweetness. Someone concludes that the three necessary conditions for the success of “hunger marketing†are: sufficient competitive prices, attention and greater brand value.
Today, Letv is considered to have thrown away this once-very effective "weapon". Although Xiaomi did not say it directly, the newly-listed Xiaomi 4C began spot sales one day after the new product debuted on the previous day. In fact, it also gave up hunger marketing.
why? According to the big data of AVC Ove Cloud Network, in the first half of 2015, total global TV shipments were 101 million units. According to the shipment countries and regions, China shipped 23.41 million units, 72% of which were smart TVs. Since 2012, the share of smart TVs has risen from 19% to 72% today, and according to forecasts, the penetration of smart TVs may reach 86% in the second half of the year.
Whether it's good millet or good music, what's the proportion of it? According to the annual report, sales of LeTV Super TV in 2014 were 1.5 million units, while millet TV's cumulative sales in 2014 were almost 300,000 units.
Although "new" such as LeTV, millet high momentum, but the top three smart phone sales in 2014 is Hisense, TCL, Skyworth, only Hisense a sales of 8 million units on the LeTV, millet do not know a few streets. LeTV’s sales target for this year’s Super TV is 3 million units. Although “9·19†sold 382,000 units a day, it is not “9·19†every day.
Sales pressure is high and competition is getting more and more intense. Before the traditional manufacturers "intercepted", TCL and iqiyi alliance, Skyworth went to Ali, Hisense and Changhong chose the integration of resources and self-reliance of the Internet TV competition; after the emerging brand rush, micro-whale TV, cool open TV, 17TV and other new brands have all released new products, each with its bright spots, and the market response is also good.
At this time, if you continue to hungry, if you do not starve others, first hungry yourself.
From the sales data point of view, LeTV and Xiaomi did not subvert the traditional pattern of the television industry, but at least the price of this subversion is complete. After the PC and mobile phone, TV as the third "military battleground", "hardware to lose money" is almost from the birth of its mark on the day of birth.
Smart TVs have come a long way in the melee of traditional TVs, and this time it has been the smart TV "shopping." Li Ruigang, chairman of Microwhale Technology, said: “We are not afraid of competition. We are not the first people to eat crabs, but they will certainly be able to eat crab meat.â€
Because LeTV and Xiaomi have already lost their "crab shells," they can now see who can eat "crab meat."
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