Internet + has gradually infiltrated into all walks of life, users are also more willing to pay for Internet products. The traditional TV with single function and lack of integration has long been subverted by Internet TV. Major manufacturers have joined in the competition of Internet TV.
Compared with traditional TVs, Internet TV has stronger hardware and more abundant video resources, and the price is also very advantageous. In the recent Jingdong 618 Shopping Festival, Internet smart TV sales were booming. Jingdong data showed that the sales of 4K high-definition 55-inch TVs on the 618 day increased 3-4 times year-on-year. Among them, LeTV's total sales reached 295,000 units, ranking first in JD.com, Tmall platform sales and total sales.
Whether it was the 919 Music Festival, 414 Hardware Free Day, Double 11 and the 618 E-Commerce Shopping Festival, every time LeTV Super TV sales were ranked first in the industry without any suspense. Obviously, every chance for LeTV to win is not accidental. In just three years, it has achieved such good results. Its appearance has brought new hope and development direction for the traditional color TV industry. The original TV can also do so.
Regardless of user experience, it is not desirable for low prices and low prices
In the Jingdong 618, many ultra-low-cost smart TVs emerged. These TV products all have a common feature: low price and low price. If there is not enough high-performance configuration for smart TVs, then many more are talking about rogues. The low-cost replacement is a kind of Caton of various experiences. One of the advantages of smart TVs over traditional TVs is their rich and varied features. Users can play games, listen to music, watch various high-definition videos, and even use them on smart TVs. Come shopping. Without a high enough performance configuration, these features will fail.
The Internet smart TV, as the entrance to the Internet center of the entire living room, should have the characteristics of rapid response and rapid processing. In this way, we can give full play to the advantages of smart TV. Some manufacturers who rely on their own Internet resources to get involved in Internet TV did not really understand the disruptive mission of Internet TV. They created some low-priced, low-priced TV sets to attract consumers who obviously could not obtain the favor of users and only contaminated Internet TV. Blue ocean.
Ecology Creates Cheaper, Higher Ligand Price Than Internet TV
There are not many manufacturers that can make low-cost and high-end Internet TV. Low-cost and high-level equipment means that hardware cannot become a profit point. It needs to change its thinking, change the user's spending habits, and let the paid content slowly infiltrate the user's consciousness. LeTV will refresh the TV industry with new benchmarks every time it updates products. Regardless of performance, screen quality, sound quality, industrial design, etc., LeTV can provide the industry's highest standards of experience, and the price is also very cost-effective. LeTV proposed creatively
"Hardware negative" model: ecological subsidies hardware, lower than the cost of production costs. For the majority of consumers to provide a very cost-effective LeTV.
This "hard negative" model does not mean that anyone who wants to imitate can imitate. This requires a very strong vertical integration capability. For example, some of the above manufacturers want to imitate the “hardware negative†model. They can only make the hardware low enough to attract consumers. The selectivity ignores the performance and workmanship of the hardware itself. This obviously does not allow consumers to The bill was buried. Xiaomi is also a follower of LeTV and has used high cost-effectiveness to attract users. However, due to lack of content integration capabilities, Xiaomi TV has not been able to complete closed loop integration. In other words, it means that the user will never pay for its contents.
LeTV has an innovative "platform + content + terminal + application" ecological strategy. Thanks to LeTV's rich content and resource support and LeTV's advanced ecological philosophy, LeSco's ecological innovation has developed rapidly. In the ecological world, LeTV refused to talk about hardware. Hardware as an entrance to carry content should be unconditionally open to anyone, only valuable content is worth the user to pay. Letv Ecology has become LeTV's core competitiveness. Through a strong vertical integration capability, it truly allows users to experience core values, making the eco-profit model a reality.
The success of Letv Ecology is not accidental and it is worth learning from the traditional color TV industry.
In the Ove Cloud Network TV sales sales report in April, the national TV sales in April this year to 3.74 million units, including LeTV Super TV sales in April up to 710,000 units, accounting for 19%, becoming the industry's omnichannel sales. LeTV took only 3 years to beat TVs from brands such as Skyworth, Hisense, and Sony.
In the just-completed 618 e-commerce shopping festival, LeTV's total ecological sales amounted to 4.05 billion yuan, far exceeding the planned sales target of 3 billion yuan, and surpassing 414 hardware free days of 2.32 billion yuan to create new historical sales records. On the same day, the 618-year-old LeTV had a total sales volume of 295,000 units, ranking first in JD.com, Tmall platform sales and total sales, and once again winning the double crown.
Behind these achievements is not only the consumer's love for super TV, but also the market's recognition of the super TV's ecological model. As LeTV said, LeTV is not a television, but an open, closed-loop, large-screen Internet ecosystem created through the vertical integration of industrial chains and the restructuring of cross-industry value chains. Through cross-border innovation, eco-operation, and constantly create a unique product experience and higher user value.
In three years, LeTV reintroduced the sunset industry of the color TV industry into new vitality and opened up new directions for the industry. LeTV as a disruptor is worthy of admiration and learning from major players in the industry.
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