March 30, le Vision in Beijing a conference to make the entire smart TV industry "Restless", in addition to the release of the 4th generation of Super TV, le Vision also announced a heavy program------"414 Hardware free Day", according to the plan, the April 14 will push 4 X55 curved Project Commemorative Version/ Super TV x40s/x43s and other gift products, users do not need to pay for hardware. How can this be the case for other vendors who rely on selling hardware to make a living?
from BOM cost pricing to hardware free, what does music see as just three years?
As we all know, the first Lego TV debut on May 7, 2013, since then, Le Vision has introduced a BOM cost pricing model, which gives the super-TV superior competitive price advantage, playing the enemy, while the Super TV quickly swept the country, sales climbed, became the leader in the field of smart TV.
On September 24 last year, in Hong Kong, Le Vision held the "Super 3 again Subversion" Le video super TV conference, at this conference, Le Vision formally announced the "lower production cost pricing" New model, the entire industry has created an unprecedented earthquake. Take the BOM cost of 2048 Yuan Ultra 3 X40, for example, bare metal pricing is only 1699 yuan, than the previous price of more than 300 yuan, le vision further lowered the hardware price level of smart TV. This is also a big shock to the industry, many manufacturers have been forced to lower the price of products to reduce the price difference with the music, but for the manufacturers to make money by selling hardware, this is undoubtedly "quench thirst".
And this time the upcoming 414 hardware free day will be the industry to produce greater vibration. Music vision will push hardware free day, is to call all hardware into the free time, so that the content and services become the leading TV industry, hardware to the free way to present, through this mode copy hardware industry "bottom." It can be said that April 14 will be a turning point in the smart TV industry, from that day onwards, a new concept of ecological consumption will be quickly established------future users of TV products consumption, will be content and services as the core value, rather than consumer hardware.
From the time period to see, from the BOM cost pricing to the 414 free day, le Vision only used three years of time, can be described as a big miracle in the television industry, then, what is the confidence of the music to do it?
This is due to the ecological system of the music vision. From today's Internet environment, the ecosystem is not a fresh concept, bat and other internet giants continue to share and invest in emerging Internet enterprises, will be tentacles in all directions, in essence, in order to build a core business based on the ecosystem, from now on, this strategy has obviously been effective, BAT is a constant expansion of volume. For the music vision, it is built by the "Content platform Terminal Application" composition, four members "interlocking", through cross-border innovation to break the ecological boundary, in the operation process of strengthening anti-multi-dimensional, multi-level profitability, so even lower than the cost of hardware to price, Even the implementation of free hardware market strategy will not affect the normal operation of Le Vision, because content and services, is the big head of the profit.
It is not difficult to see, under the ecosystem of music vision, television will be back to second, the content and service is the main force of the Music vision ecology. As hardware prices continue to decline, and even go to free process, the Lego TV sales will inevitably surge, and its market share will be climbing. In this case, the commercial value of the ecological creation of Le Vision is bound to be more and more large, generally speaking, the music is a big chess, its ecosystem is set content, hardware, copyright operation, Mall, Cloud, finance, marketing, service as one of the cluster strategy, hardware will no longer be the source of profits.
The Lego ecosystem is powerful and rivals are hard to replicate
Today, the vision ecosystem is not just a conceptual issue, but it has already highlighted the power of the market in terms of competition------2015, the sales of the Lego TV have successfully exceeded 3 million units, and this year, the target of the Lego TV is 6 million units, If the vision is to achieve this goal this year, it can be predicted that in the next two or three years, the ecosystem will most likely help to sit on the domestic television industry head.
Because of the unprecedented success of Le vision through the ecosystem, there are also many companies trying to imitate the mode of music, such as Millet is also building their own ecosystem, but, compared to Le vision, millet this ecosystem is very difficult to successfully reverse. One important reason is that Xiaomi has short boards in terms of content and services, and it's hard to make up for it in a short time. Although Xiaomi invited Sina former editor-in-Chief Chen Tong Help, but the content level advantage is not overnight can establish, so-called "paddle", no content accumulation, millet ecosystem stability, can replicate a section, ecological anti is flaky.
Furthermore, le Vision is also expanding its ecosystem from a broader perspective, according to the vision of the smart Terminal Business Group CMO Peng Gang, including the Lego box, le-TV, le-Vision mobile phones, as well as the future of the car, the original point is the content services, are for the user Service, "No content, no service, no hardware" It is also the fundamental principle of the ecosystem of Le vision. Under this concept, the future of the music vision can also be used for boxes, mobile phones, and even cars to implement the same hardware free strategy.
Therefore, the joy of this Conference, whether in the product, or price, will bring great shock to the industry, especially the hardware free this point, will bring epoch-making significance.
with the deepening of cooperation with TCL, Music vision
In addition to the impact of the above-mentioned new products, it also shows the achievements of Le Vision and TCL cooperation------TCL has a profound achievement in surface and ultra-thin, and this has become the highlight of the new release. In addition, in this Conference, TCL Multimedia Vice President Liang did the following three levels of analysis, so that the outside world of TCL cooperation model has a deeper understanding.
The first is the ability to share. As we all know, Tcl is currently the world in the TV industry vertical industrial product integration of the best enterprises, based on this ability, TCL has determined this year will help the production of more than 1.2 million smart TV, le Vision to TCL fully share its ecological capabilities, so that TCL is more open.
The second is user sharing. The users of both sides can realize full sharing, which brings great economic benefits. It is learnt that after cooperation TCL original boot ads with the music view existing 5 million of the advertising system is integrated. For both sides, the value of this integration is enormous, and it is expected that this year alone will result in more than 50 million of the dividend on the TCL side.
Third, is the service sharing, also called the Global Broadcast synchronization hospital line. Through the cooperation with Le Vision, Tcl this year will appear a new change, the previous must download and then watch the mode of full upgrade to online on-demand view, so as to enhance the user experience, help users accumulate. In addition, Le Vision will also share its own in the Internet ecological content and cloud platform capabilities, including 100,000 episodes of TV dramas, 5,000 movies and other high-quality resources.
In fact, in addition to these three aspects, Le Vision and Tcl's cooperation will also have a lot of far-reaching significance. For example, in channel Marketing, TCL line sales channels and service channels are very perfect, and the lepar is in the establishment of customer-line strategic alliance, the two sides can in marketing sharing, service upgrade, platform integration and other aspects of cooperation to achieve resource sharing, reduce the cost of channel laying. In addition, the cooperation between the two sides in the overseas promotion and deep excavation of user value and other aspects will also bring positive impetus, these are the cooperation between the two "hidden" value.
From the above analysis we are not difficult to see, the reason why we dare to copy the hardware industry "bottom", in fact, there is a strong ecological system for solid backing, and TCL cooperation on the music as a more powerful, in this context, I believe that the introduction of the new products will inevitably give the industry a new round of storms.
From hardware negative profit to hardware free, le vision with ecological anti-depth transformation of traditional hardware industry
