How to subvert traditional e-commerce with 0.1 million letv malls sold daily

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According to official letv TV data, in September 19's "919 fans Festival", letv mall achieved sales of 0.1 million super TVs and over 40 thousand accessories, the total sales volume and number of participants also reached 0.4 billion yuan and 8 million respectively, refreshing the one-day sales and sales records of super TV in China's TV industry, letv mall has also set a single-day sales volume and sales record for China's B2C Mall.

This data may be just a milestone for letv, but it is a turning point for the entire smart TV industry. The trend of super TV revealed by this data is indicative of becoming a reality.

The Survival rule of super TV: Multi-bit Integration

A year ago, when letv TV launched super TV, many industries reported that letv TV was a suicide behavior because, based on the current market conditions and component prices, at that time, letv TV launched super TV, which was completely a loss of money. However, in the face of such challenges, letv TV soon gave an official explanation: letv TV does not rely solely on hardware to make money, but uses the letv ecosystem of "Platform + content + Terminal + application, build a world-only complete Internet big screen ecosystem.

Over a year later, letv TV completed the trial tour.

The significance of this new business model for letv TV is that it subverts the traditional TV model and relies on the Internet to enable letv to achieve new effect marketing. In particular, letv TV adheres to BOM pricing and adopts the cp2c model to achieve the integration of manufacturers, cut down marketing costs, channel costs and unreasonable brand premium, and direct the whole process to users, create a "everyone e-commerce" Model Based on vertical integration of industrial chains.

The "everyone e-commerce" model is a new method of building communities based on interests and hobbies. It relies on social means to allow users to participate in activities, and thus word-of-mouth Internet traffic. Previously, letv launched the "island country shuangfei" and the 919 crazy "fans Festival" Were classic cases of the "everyone e-commerce" model.

The attempt of this new business model has brought huge changes to letv TV. According to the auvi Consulting Monitoring Report, the online sales of letv super TV reached July this year in 27.1%, ranking first, yikang data also showed that letv TV super TV accounted for 7.36% of the market in a single month in May, surpassing Samsung, Sharp, and Sony three oceans. In addition, among the products sold for 39 inch, 50 inch, 60 inch, and 70 inch, letv TV also ranks first in sales, winning the title of the industry sales champion.

Disruption leads Innovation: Where is the traditional TV Road?

What is the difference between letv super TV and other traditional TVs?

In addition to conventional functions, super TVs of letv TV have different product forms, business models, and sales prices, in particular, its unique Leeco ecosystem of "Platform + content + Terminal + application, this makes home TV a new experience by combining software, hardware, the Internet, and video content for the first time. This new method makes Super TV and traditional TV have a qualitative difference.

In addition, it has to be mentioned that super TV is strongly dependent on and integrated with the Internet in marketing, so that manufacturers and consumers can achieve one-to-one transactions. During this period, many operators are omitted, this makes Super TVs purchased by consumers more cost-effective. On the other hand, most super TVs have rich sources of content. After a consumer buys a TV, the content provided by the seller can be instantly watched.

This feature is blank for traditional TVs.

In the current industry development, traditional TVs rely solely on existing product technologies, but there is no breakthrough in innovation and content, this makes it inevitable for super TV to subvert traditional TV. Although in recent years, some traditional TV manufacturers have also done a good job of defending against the arrival of super TV in the market, but it has not changed the outcome of super TV itself, it is doomed that the future of traditional TV will become more and more difficult.

From the current situation, with the development of information technology, the line between super TV and traditional TV will be further increased. If traditional TV does not seek new breakthroughs in the future, then its market share will also be gradually eroded by super TV.

Super TV: Next family digital Center

In the current market, super TV has made new progress in content playback, game and entertainment, and network access. ordinary users can use super TV to complete digital entertainment, super TV will gradually replace the home entertainment center. With the development of this trend in the future, it is not expected that family entertainment centers will be completely replaced by super TVs.

On the other hand, with the increasing influence of Internet Information Technology, Smart TVs are no longer simply playing TV programs, but using Smart TVs to achieve, it is also becoming a new way of life. In other fields, the role that Smart TVs can play is also increasing step by step. For example, Smart TVs can only be used to dress on TV, and Smart TVs can be used to achieve distance education, which will become a reality in the future.

This trend and trend will undoubtedly make the entire living room a new digital center.

In the case of Internet access, ordinary consumers can use the Internet as a transmission channel and smart TV as a carrier of demand to enjoy the services required for information, film, entertainment, and e-commerce in the living room, in addition, it creates a complete ecosystem terminal through "Platform + content + Terminal + application", which is probably the future family digital method.

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Author profile: Zhu Yu, the first batch of Blogger authors in China (11 years of blog writing experience), well-known opinion leaders, Internet media people, one-by-one media company creators; long-term attention to Internet business trends and case studies, he is engaged in fields such as TMT, mobile Internet, e-commerce, brand communication and management, and home appliance digital. He is currently engaged in PR, marketing, and brand management. Personal Account: izhuyi; personal public platform account: zhuyiweixin

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How to subvert traditional e-commerce with 0.1 million letv malls sold daily