Le video tv launches "Lepar Super partner" program, explore O2O

The video network is trying to expand its territory, this time the target is offline physical stores. August 12, le video TV launched the "Lepar Super partner" program, that is, the use of "o2o+c2b+" mode of cooperation, the use of music as the ecological resources, online under the establishment of music video TV experience shop, O2O.

It is noteworthy that the August 8 video network has just announced the proposed refinancing 4.5 billion yuan extension of the chain of funds, one of the announcements that it wants through the financing Jiangle Vision Network developed into the largest intelligent terminal industry platform-oriented companies. In other words, the establishment of the line store or music to accelerate the pace of the terminal one of the strategies.

Industry insiders believe that the music network and millet technology as the representative of the Internet company has formed a new type of electrical business model, when the network sales channel dividend has been more and more hours, the next step is bound to expand the traditional channels, sold to "do not understand the Internet users", offline stores can not only form a sales blowout, but also quickly open the regional market.

In addition, from a number of electric dealers in the layout of O2O to achieve online and offline docking, the existence of online experience shop is the need to become the industry consensus, and will become the trend of electric business development.

Online sales no longer meet demand

According to the introduction of music video TV, Lepar adopts the "o2o+c2b+" mode of cooperation. Online, the video TV will be set up a unified licensing management, unified standards, unified service of the music video TV experience shop, to attract more partners to join.

When asked about the experience shop under the establishment of Le vision, whether it is because of the bottleneck in the online sales, Zhang TV vice president of the "Daily economic news" Reporter said that lepar is not a channel platform, but a comprehensive service provider. Lepar is a regional service platform, in addition to display sales music to see their own products, there are peripheral products, derivative products.

At the same time, he said, le video tv no bottleneck, its development faster than the industry development speed, the biggest problem is the user's habit of training. Because the ecology has a large number of resource advantages, such as a large audience, the content of the advantages, covering the country's logistics after-sale system, electric business platform, fan community and other interactive systems and user data platform, and so on, only rapid scale promotion, ecological value can be promoted.

It is noteworthy that August 8 le video network announced plans to refinance 4.5 billion yuan to quickly make up for the company's rapid growth of funds short board. Le see hope that through the next two years to three years of investment, become the Internet video and intelligent terminal Industry's largest platform-oriented companies.

At present, the music view already has the super television, previously also had the market rumor to be likely to enter the handset. July 18, le Video network held by the investors on the meeting, the network CEO Jia Yue Pavilion announced, the original charm Group of science and Technology Vice President Morther days have joined LE as overseas Business Department general manager. This appears to be a side proof of the rumours of a smart-phone business.

In addition to mobile phones, the recent music to attract cars, internet agriculture industry elite into the bosom. August 6, Lok Vision Network and Hai Kang Granville as the release of strategic cooperation, the cooperation between the two sides will be smart home, wearable equipment, automotive products and other fields. There are indications that Le vision is also accelerating the pace of expansion of the terminal.

Wang Liyang, the Internet analyst, told the Daily economic news that the current video TV sales have reached 1 million units, and that the goal of "letting people who know the internet to use it first" is basically achieved, and the next step is to sell to those who do not understand the Internet.

It is understood that on the July 3 Super TV on the first anniversary of the media communication will be announced at the end of June this year, super TV sales of nearly 1 million units, has formed a scale effect. Le view insiders have revealed that the user is now a large demand, online sales have been unable to meet.

According to the music report, the 2014 video Super TV sales target of 1.5 million units, that is, once the "super partner" landed successfully, will help the rapid realization of its goals.

Jia Jinghua, an Internet analyst, told the Daily economic news that expanding the hardware category would pose a challenge to Tesco's capital chain.

The popularity of Super TV is very important partly because of low hardware price and rich content, but the competition of video website content is increasingly fierce. At the same time, under the influence of radio and television supervision order, the policy environment of video website may change.

The latest data show that June 2014 users over 10 million of the top seven video brands, the highest growth rate for the popular video, up to 98.6%, Archie PPS and Youku Potato user coverage has reached 51.83% and 48.89%, without considering the coincidence degree, Has basically covered all mobile video users; PPLive ranked third, coverage rate of 17.68%, Le Video network ranked fifth, coverage of 12%.

In terms of the absolute number of users, in the absence of coincidence degree, located in three to five-bit pplive, Sohu video and music video total users of 108 million, still less than the Archie PPS 128 million and Youku potato 121 million, if the calculation of user overlap, the gap will be more obvious. From the whole industry, the first two advantages are obvious, other video brand growth rate is higher than the industry average, but there is still a lot of room for growth.

The trend of the fusion mode under line online

In the beginning of the introduction of Super TV, le Vision is to implement the strategy of the channel. As the user demand increases, only online sales of the drawbacks are gradually emerging. However, Zhang still told the Daily economic news reporter that the cp2c of the full flow of music to the user's mind will not change, all business models can not deviate from this principle.

Zhang that, as a large household electrical appliances products, many people have on-site experience and functional learning needs, this requires the music to the visual line extension.

With the rise of the network shopping and mobile commerce platform, China's retail model ushered in a new strategic change opportunities, and constantly improve the user purchase experience as the core of the online fusion mode to become the key force of the whole industry innovation.

It is noteworthy that the Gome line on the wire at the same time the effect of exerting force, Ali, Beijing-east and other electric merchants have layout o2o to achieve online and offline docking, from the side to verify the industry identity line experience shop existence of the necessity.

It can be said that in the future retail mode, the role of the offline store is no longer the main sales channel, but the experience platform and value-added service platform of the fan economy, and the O2O mode of high integration with the line. Unlike the traditional electric dealer layout O2O strategy, such as Ali and Jingdong, le-Vision is more like the concept packaging under the commercial value of the vermicelli economy.

Typically, offline channels, offline display and offline service capabilities are seen as the biggest advantages of traditional home appliance enterprises. Now the music to see directly into the traditional household electrical appliances enterprises for many years, the challenges facing the obvious.

According to the introduction, le View TV can provide to the super partner four benefits: first, the proceeds of the preceding paragraph, that is, television products and accessories sales commission; the second is latter income, including product distribution + installation + activation + commissioning, after-sales service revenue, add accessories revenue, Application service income, annual fee renewal income; third, derivative gains, Mainly in the eco-system of music like movies, TV dramas, sports, music and other derivative earnings, the future of intelligent terminal products operating income, etc. four is the long-term income, the LEPAR will launch the growth plan, the outstanding partner will have the opportunity to enter the music management layer, the priority enjoys the music vision and its platform option and the equity purchase right, Share the benefits of growth, such as music.

"Le Vision pushes the fans into the store, forming a high conversion rate. Through the Lepar plan, can realize the real c2b, the offline experience communicates with the user to do the market research and the demand forecast, and finally obtains the order, provides the service for the user, the entire process does not need to hit the money, the zero stock, 0 risk, the product sale realizes the whole process electric business. "Zhang said.

Wang Liyang that, according to conventional traditional line channel expansion mode, le can choose and suning and other household appliance chain enterprises to cooperate, but this way can not fully show the superiority of Super TV.

He further said that from the expansion of the Le Vision product line, more and more hardware products, including television, boxes and upcoming routes, rumors of mobile phones and cars, as well as a variety of product accessories, red wine, agricultural products, such as a series of goods, which require the line under the special stores to provide sales channels for these products.

The TVLEPAR Super Partner Program is somewhat similar to the franchise model, but there is no level-one agent, regional agent management, unified management by Headquarters. At the same time, le Vision of the offline store Lepar plan adopted a public-chip mode.

Zhang said that lepar not only for fans to start, individual distribution, but also applicable to the platform chain, the group within the purchase. He disclosed that Lepar will take the county as the unit, at present Le sees the logistics to be able to cover 587 cities, the year-end will also expand more.

Wang Liyang that, in the way of super collaborators, not only can share the financial pressure of music, but also reduce the operating risk of music vision. If you open the offline store will not only cost a lot of money, but also the risk is relatively large. At the same time, the super partners can rely on the services and sales of music to achieve a stable income. It can be said that Le Vision reduced the early management risk, but also share the later economic dividend.