Continuous promotion based on Platform + content + Terminal + Application of ecological concept

Since the music 2012 into the television industry, has been in constant sales based on the "platform + content + Terminal + Application" of the ecological concept, this year, music video TV is by virtue of their own sales mall, hoping to get through from manufacturing to sales of the whole industry chain solutions.

This is not, le View TV has just announced recently:

"Materialize fans festival" the same day, Le View Mall Super TV sales 100,000 units, accessories over 40,000 pieces, the total sales amount of 400 million yuan, the total number of participants more than 8 million.

From the data alone, le see already by virtue of their own mall completed by the "pre-sale" to the "sale" of the user direct.

le-View Mall in the establishment of the initial positioning in the "social" electric business platform, but with the traditional channels of the electric dealer, music and video TV insist on the BOM (BOM) pricing, production and sales of unity, cut off the marketing costs, channel costs and unreasonable brand premium. In other words, le-View mall is essentially a "everyone electric quotient" mode based on the vertical integration of industrial chain.

And millet, Apple, as well as the company has been doing its own products of the vertical electric dealer, and is the exclusive mode of sale, in fact, the recent launch of the Super Partner Program (see the details of Titanium media: "Music as the" Super Partner program into the traditional home appliances market hinterland, the wolf?) "" O2O "mode will be offline experience, online purchase mode to more regional expansion, and even to promote cooperation to the country's major county cities to find" exclusive agent.

So far, the new Internet enterprise, which is represented by music, has entered a fiery situation with the traditional appliance enterprises.

Online advantage to expand under the line, this idea will not only be the development path of music, but also including Millet TV in the future development path. On the contrary, can the traditional household appliance manufacturers learn from the "everyone Electric quotient" mode based on the vertical integration of the industry chain according to the music vision and millet?

In our understanding of a lot of traditional manufacturers of electrical appliances, the path is to focus on marketing, "high-profile" promotion, and traditional manufacturers often and disdain online marketing, electricity and other aspects of the lavish to take out the purse-the reason is that it has full confidence in the ability to control the offline channel.

However, the reality has quietly changed, in 2014, the traditional color TV brand market share continued to shrink; According to the information of the Sino-Hong TV television Super TV July single-month market accounted for 7.36%, more than Samsung, Sharp, Sony three ocean brands.

The market share of traditional household electrical appliances is declining, and they use the sales channels have a great relationship, the traditional home appliance manufacturers sales channels are no more than offline stores + traditional channels of the electric business. However, the widespread use of the distribution channel distribution model, and can not give users the greatest benefits, channel of the advantages of the electric business can continue for how long?

Do channel, is already not the ultimate mode of electrical appliance industry Electric quotient, influence the sale way of consumer decision, must be such a question: Can you bring the maximum benefit to the user? Whether it is a traditional home appliance manufacturer or a new type of Internet appliance enterprise, selling a product is not equal to having a user, the real can stick to the user is the continuous, personalized content, enterprise and user form the virtuous circle of content interaction.

In this way, the electrical appliances industry competition to achieve results, it is inevitable that manufacturers in the sales costs, user benefits on the fuss. If the traditional appliance manufacturers along this path development, complete the online layout is not impossible.

In a sense, le Vision has become a vertical electric business model. Simply put, le Vision is not the product, but the user resources, is the user experience and business model. The play of "everyone's electric quotient" by le-view TV now seems to be the driving force behind the television industry. As more and more users use the Internet TV, le see Mall In addition to the closure of its own brand products, there is also the opportunity to combine other traditional manufacturers to do some drainage things, this is still full of imagination space.