After the acquisition of VIZIO in the United States, LeTV's next step will be particularly noticeable. On April 12th, Beijing time, the head of LeTV’s business, LeTV’s new CEO, Liang Jun, issued an open letter of nearly 4,000 words “On the Protracted Battle of LeTVâ€, on the status quo of the Internet TV industry and LeTV’s business model. , as well as an analysis of future opportunities and strategies.
Liang Jun’s judgments on the 2017 Internet TV industry include:
- Excessive overdraft of the future market before the Internet TV industry, industry adjustment is difficult to avoid - Innovative R&D and user operations are the only way to survive the winter period of the industry - low prices have been unable to maintain competitiveness, and consumption structure has been upgraded to mid-to-high end
The following is the full text of Liang Jun’s mail:
Dear colleagues and friends in the industry, everyone!
Recently, many television brands have launched new products for 2017, and new Internet TV brands have also entered the market. I have found that many brands have one thing in common. They use the touch of porcelain to greet LeTV, and some even perform bottomless marketing to harm the brand and reputation of the opponent. This is a bit like a stock, when more and more. Uncle and grandfather have also joined forces of stocks. In fact, the market may have reached a stage high. From the low-priced and low-priced products introduced by some brands, it can be seen that they still use the traditional “changing type, reducing configuration, and scrambling concepts†to disguise packaging products, which is typical of the market to follow, and lack of real innovation model. , The lack of fresh air, this gave LeTV and the overall television industry a warning, perhaps the most crazy time, is the market began to adjust and optimize the moment. Market adjustment is a good thing, so that a good brand is better and the poor brand is eliminated. Now, all kinds of signs indicate that the adjustment of China's smart TV market has begun.
For good companies, good products, market-phase adjustment will be a very rare opportunity for development. However, for those TV brands that do not really have the ability to research and develop innovation and the ability of Internet users to operate, market adjustment will become their winter, which is by no means alarmist. I have four judgments on the market macro environment for a period of time. First, in the past few years, a large number of new Internet brands entered the smart TV market, which has no effective growth, in various names, and advanced overdue sales in the coming years. Second, The rising cost of raw materials faced by the entire television industry has led to continuous price increases in the overall TV products and suppressed some TV consumer demand. Third, the national economic environment, the adjustment of China's real estate market will continue for some time, television products sales. Lack of effective promotion of the real estate industry; Fourth, the consumption structure upgrades to mid-to-high end. Chinese users no longer need low-priced products, but high-quality products. They are willing to pay for high-quality products.
Therefore, if you want to maintain competitiveness through low-cost, low-cost products, you can't spend the winter in the cold. Over the past few years, LeTV has adopted the subversive business model, profit model, marketing model, leading research and development model, and product value to make Super TV the first brand of smart TV, transforming the traditional TV industry from a sunset industry into a sunrise industry, but there are many We do not really understand the product concept and business model of our eco-TV. On the one hand, because we are not sufficiently thorough and easy to understand the core values ​​of LeTV, we are also concerned that the overall market follows the hype of Internet TV. Covering the essence of LeTV's relationship with television and other brands, many industry professionals and users do not clearly see the future development trends represented by LeTV.
For LeTV, we will not hurry to deal with which brand has a lower price, nor will we be nervous because of which brand said artificial intelligence. The only thing we have to do is adhere to our consistent philosophy. Extremely high configuration and performance, hardware cost pricing, large-screen operations, Open Eco's ecological open strategy, and other long-term successes are the last things to do. This is a protracted war. We are also very confident that we will eventually achieve user recognition and commercial success. .
We used the “double performance, half price†strategy to change the industry’s traditional profit model. In 2013, double-performance, half-price super TV emerged, causing the average price of smart TV industry to drop by more than 30%, forcing traditional vendors to 30 billion profit will be given to users. Some industry experts even claim that the existence of LeTV is a nightmare for the television industry. TV companies are unlikely to establish a normal profit ecology.
Double performance, half price, equivalent to four times the benefits for the user, we can follow the expected operating income (including membership, advertising, shopping, games and other service revenue), in the form of advance subsidies for users reflected in the hardware pricing , so as to achieve the purpose of reducing the cost of the user to buy TV.
Now, even if we increase prices, we will never sacrifice extremely high configuration and performance. LeTV's double performance and half price strategy adjustment and optimization just illustrate the fact that the entire industry has gone from profit to profit, and it has not been able to rely on hardware alone to support the normal business. The turning point of the profitability industry is a successful industry subversion. Below, look at who these Internet TV brands can find new profit opportunities under the new situation.
Adhering to high allocation and hardware cost pricing does not depend on selling hardware to earn money. The mode of obtaining revenue through Internet user operation services determines that the super TV must be highly configured and high-performance, so that it may be possible to meet the operational requirements and user needs for 5-7 years. Experience constant demand. Hardware is just the carrier and portal of content and services. We operate high-value users behind TV screens.
We had bloody lessons. In 2013, the 1st generation super TV S50/S40 used storage configuration of 1G+8G. At that time, it was the highest configuration and highest performance of its kind, but after repeated iterations, it was running and running. Slowly letting users not enjoy the latest and most abundant large-screen ecological services has become a heart disease for LeTV. For this reason, we also launched a free motherboard replacement service for users of these models last year.
There are still some friendly business partners still launching low-end, low-performance TVs with 1G storage and 8G flash memory. Not to mention 2-3 years. One year later, Cardon becomes unusable. These low-priced products are at the expense of users' interests. . When smartphones have commonly used 4G+64G or even 6G+128G group storage, TV as a large-screen intelligent terminal still stays at the 1G+8G combination. It is not normal in itself, and even the 2G+8G combination can no longer meet. The long-term operating experience of the current Android ecosystem.
Where is high configuration and high performance reflected?
Super TV is only the difference between size and performance. This is reflected in many aspects, such as:
In terms of picture quality, all screens adopt the highest-level panel of the first-line screen manufacturers; all TVs from the 4th generation have reached NTSC 85% high color gamut, and the new Milestone reaches 90%. In the Chinese TV industry, LeTV may be the first One; the history of super TV has used MEMC motion estimation and motion compensation chips, we have long grasped all kinds of traditional quality technology. In addition, HDR10, Dolby Vision, sub-pixel-level global dynamic backlighting, 1.3x industry density LED backlighting, high-precision silk screen technology optics, and 9-times industry-standard 81-point uniformity test, Joining technologies such as extremely colorful images has created a new milestone in TV picture quality.
Our new product also comes standard with remote control support for intelligent voice features, full screen, new split Super TV Unique65/55, four sides without borders, innovative Soundbase split design, sound through the Harman Kardon and LeTV double golden ears subjective blindness Commentary: Direct sound design aims at launching sound waves by users, and has a leap-like boost in timbre and sound image positioning. Not to mention the industry's top Mst**A938 processor, the industry's highest 3G+16G to 4G+64G extremely high storage configuration. Super TV is also the world's first asymmetrical cloud base TV; the world's first ID metal frame with seamless bending; the world’s first use of Corning glass light guides to overcome the technical problems make the TV thinner; the world’s first to run Qualcomm The top processor, the Snapdragon 810 chip TV, was the first to raise the standard memory of the entire line of products to a 3G TV, introducing performance into the black industry, making performance one of the criteria for judging smart TVs.
The ecological open strategy is only for the continuous feedback of users, highlighting the ability of large-screen operation The business model determines that we are pursuing the operation of high-value users. This requires increasing the tidiness of TV users, and the content is still the TV users' most concern. As the video industry has become fiercely competitive and the content price is very high, it has caused an “islanding effect†in the video market. For users, either choose A or choose B. Users can install many isolated apps, but they will bring product experiences. Poor problem.
Therefore, we did Open Eco ecosystem openness, and we must continue to provide users with better and richer content and services. From December 20 last year to more than three months, we have achieved rich results, including CIBN, China TV, and high quality. A large amount of content such as PGC has been connected to LeTV's large-screen ecology. We provide users with a unified and consistent user experience, direct content to the user's model, break application boundaries, and present massive content to users in the most convenient and intuitive form. It's easy to find what you want to see. In addition, the new user-operated tool Le Fan, which was launched in 17 years, provides users with various third-party benefits and shopping discounts.
The realization of these operational capabilities is based on LeSport Cloud (Intelligent Cloud), Ark System (Advertising Services), BOSS (One-Stop Business), AI (Intelligent Algorithm), and Stargazing System (User Insight). These five major Internet operation support capabilities are not available in other traditional TV brands.
Whether it is an opportunity or a cold winter, depending on how brands do business Across the world, no one company has long been successful in selling low prices. There have been many mobile phone brands in the country that rely on a large number of low-end products for short-term sales volume, but due to The brand reeled in sales and the sales collapsed quickly. LeTV Super TV has a "same" and a "different" compared with many brands.
"The same" means that when it first entered the industry, Super TV was also the first to use price weapons. However, at the time, many products in the market were very high product pricing. We used different profit models to compete and achieved remarkable success. However, LeTV is not the same as many brands. Many internet brands try their best to obtain price advantage through low-cost, low-cost models. The more similar they are to traditional companies, the lower prices and the lower prices of LeTV are completely different. In terms of LeTV, each product we release has never compromised on product design innovation and configuration performance. Each product launch represents the best and most advanced product at the time.
The “same†price strategy represents our strategy to enter the market stage by stage, but “different†is the persistence of high-end and high-end innovative product design that truly represents our unique eco-TV concept.
Therefore, TV brands want to simply reduce product design innovation and reduce product performance experience. This kind of low-cost model that hurts the long-term interests of users will not work in the cold winter, and will regard low-quality and low-cost enterprises as their long-term strategies. Seriously injuring its brand, the future TV industry competition must be better able to meet the user's Internet experience, it must be based on high-performance, high-performance hardware based on the strong user operation capabilities of the competition. This is why we don't do low-end, low-end products, but instead do it to the users of the market's backbone. It is to the high-end people in urban white-collar workers. LeTV currently has more than 50% of the users with cars, more than 80% have rooms, and 30% are For families of four or more, these figures are the actual manifestations of our adherence to ecological strategies. The goal of Super TV is not to pursue sales volume in a short period of time, but to pursue the accumulation of the total number of users who can operate high-value users. It is hoped that more users will become super TV users among China’s 650 million TV total tray users. .
Looking back at Super TV over the past four years, we have achieved some successes, but the competition in the TV industry has also been escalated. The good TV companies that can survive and live in the future must be user-recognized brands for those who do not have the ability to operate on the Internet. TV companies, for those companies that rely on low-quality, low-cost competition, will face a cold winter and will be an opportunity for super TV.
LeTV New President Liang Jun
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
Liang Jun’s judgments on the 2017 Internet TV industry include:
- Excessive overdraft of the future market before the Internet TV industry, industry adjustment is difficult to avoid - Innovative R&D and user operations are the only way to survive the winter period of the industry - low prices have been unable to maintain competitiveness, and consumption structure has been upgraded to mid-to-high end
"On the prolonged battle of LeTV"
Dear colleagues and friends in the industry, everyone!
Recently, many television brands have launched new products for 2017, and new Internet TV brands have also entered the market. I have found that many brands have one thing in common. They use the touch of porcelain to greet LeTV, and some even perform bottomless marketing to harm the brand and reputation of the opponent. This is a bit like a stock, when more and more. Uncle and grandfather have also joined forces of stocks. In fact, the market may have reached a stage high. From the low-priced and low-priced products introduced by some brands, it can be seen that they still use the traditional “changing type, reducing configuration, and scrambling concepts†to disguise packaging products, which is typical of the market to follow, and lack of real innovation model. , The lack of fresh air, this gave LeTV and the overall television industry a warning, perhaps the most crazy time, is the market began to adjust and optimize the moment. Market adjustment is a good thing, so that a good brand is better and the poor brand is eliminated. Now, all kinds of signs indicate that the adjustment of China's smart TV market has begun.
For good companies, good products, market-phase adjustment will be a very rare opportunity for development. However, for those TV brands that do not really have the ability to research and develop innovation and the ability of Internet users to operate, market adjustment will become their winter, which is by no means alarmist. I have four judgments on the market macro environment for a period of time. First, in the past few years, a large number of new Internet brands entered the smart TV market, which has no effective growth, in various names, and advanced overdue sales in the coming years. Second, The rising cost of raw materials faced by the entire television industry has led to continuous price increases in the overall TV products and suppressed some TV consumer demand. Third, the national economic environment, the adjustment of China's real estate market will continue for some time, television products sales. Lack of effective promotion of the real estate industry; Fourth, the consumption structure upgrades to mid-to-high end. Chinese users no longer need low-priced products, but high-quality products. They are willing to pay for high-quality products.
Therefore, if you want to maintain competitiveness through low-cost, low-cost products, you can't spend the winter in the cold. Over the past few years, LeTV has adopted the subversive business model, profit model, marketing model, leading research and development model, and product value to make Super TV the first brand of smart TV, transforming the traditional TV industry from a sunset industry into a sunrise industry, but there are many We do not really understand the product concept and business model of our eco-TV. On the one hand, because we are not sufficiently thorough and easy to understand the core values ​​of LeTV, we are also concerned that the overall market follows the hype of Internet TV. Covering the essence of LeTV's relationship with television and other brands, many industry professionals and users do not clearly see the future development trends represented by LeTV.
For LeTV, we will not hurry to deal with which brand has a lower price, nor will we be nervous because of which brand said artificial intelligence. The only thing we have to do is adhere to our consistent philosophy. Extremely high configuration and performance, hardware cost pricing, large-screen operations, Open Eco's ecological open strategy, and other long-term successes are the last things to do. This is a protracted war. We are also very confident that we will eventually achieve user recognition and commercial success. .
We used the “double performance, half price†strategy to change the industry’s traditional profit model. In 2013, double-performance, half-price super TV emerged, causing the average price of smart TV industry to drop by more than 30%, forcing traditional vendors to 30 billion profit will be given to users. Some industry experts even claim that the existence of LeTV is a nightmare for the television industry. TV companies are unlikely to establish a normal profit ecology.
Double performance, half price, equivalent to four times the benefits for the user, we can follow the expected operating income (including membership, advertising, shopping, games and other service revenue), in the form of advance subsidies for users reflected in the hardware pricing , so as to achieve the purpose of reducing the cost of the user to buy TV.
Now, even if we increase prices, we will never sacrifice extremely high configuration and performance. LeTV's double performance and half price strategy adjustment and optimization just illustrate the fact that the entire industry has gone from profit to profit, and it has not been able to rely on hardware alone to support the normal business. The turning point of the profitability industry is a successful industry subversion. Below, look at who these Internet TV brands can find new profit opportunities under the new situation.
Adhering to high allocation and hardware cost pricing does not depend on selling hardware to earn money. The mode of obtaining revenue through Internet user operation services determines that the super TV must be highly configured and high-performance, so that it may be possible to meet the operational requirements and user needs for 5-7 years. Experience constant demand. Hardware is just the carrier and portal of content and services. We operate high-value users behind TV screens.
We had bloody lessons. In 2013, the 1st generation super TV S50/S40 used storage configuration of 1G+8G. At that time, it was the highest configuration and highest performance of its kind, but after repeated iterations, it was running and running. Slowly letting users not enjoy the latest and most abundant large-screen ecological services has become a heart disease for LeTV. For this reason, we also launched a free motherboard replacement service for users of these models last year.
There are still some friendly business partners still launching low-end, low-performance TVs with 1G storage and 8G flash memory. Not to mention 2-3 years. One year later, Cardon becomes unusable. These low-priced products are at the expense of users' interests. . When smartphones have commonly used 4G+64G or even 6G+128G group storage, TV as a large-screen intelligent terminal still stays at the 1G+8G combination. It is not normal in itself, and even the 2G+8G combination can no longer meet. The long-term operating experience of the current Android ecosystem.
Where is high configuration and high performance reflected?
Super TV is only the difference between size and performance. This is reflected in many aspects, such as:
In terms of picture quality, all screens adopt the highest-level panel of the first-line screen manufacturers; all TVs from the 4th generation have reached NTSC 85% high color gamut, and the new Milestone reaches 90%. In the Chinese TV industry, LeTV may be the first One; the history of super TV has used MEMC motion estimation and motion compensation chips, we have long grasped all kinds of traditional quality technology. In addition, HDR10, Dolby Vision, sub-pixel-level global dynamic backlighting, 1.3x industry density LED backlighting, high-precision silk screen technology optics, and 9-times industry-standard 81-point uniformity test, Joining technologies such as extremely colorful images has created a new milestone in TV picture quality.
Our new product also comes standard with remote control support for intelligent voice features, full screen, new split Super TV Unique65/55, four sides without borders, innovative Soundbase split design, sound through the Harman Kardon and LeTV double golden ears subjective blindness Commentary: Direct sound design aims at launching sound waves by users, and has a leap-like boost in timbre and sound image positioning. Not to mention the industry's top Mst**A938 processor, the industry's highest 3G+16G to 4G+64G extremely high storage configuration. Super TV is also the world's first asymmetrical cloud base TV; the world's first ID metal frame with seamless bending; the world’s first use of Corning glass light guides to overcome the technical problems make the TV thinner; the world’s first to run Qualcomm The top processor, the Snapdragon 810 chip TV, was the first to raise the standard memory of the entire line of products to a 3G TV, introducing performance into the black industry, making performance one of the criteria for judging smart TVs.
The ecological open strategy is only for the continuous feedback of users, highlighting the ability of large-screen operation The business model determines that we are pursuing the operation of high-value users. This requires increasing the tidiness of TV users, and the content is still the TV users' most concern. As the video industry has become fiercely competitive and the content price is very high, it has caused an “islanding effect†in the video market. For users, either choose A or choose B. Users can install many isolated apps, but they will bring product experiences. Poor problem.
Therefore, we did Open Eco ecosystem openness, and we must continue to provide users with better and richer content and services. From December 20 last year to more than three months, we have achieved rich results, including CIBN, China TV, and high quality. A large amount of content such as PGC has been connected to LeTV's large-screen ecology. We provide users with a unified and consistent user experience, direct content to the user's model, break application boundaries, and present massive content to users in the most convenient and intuitive form. It's easy to find what you want to see. In addition, the new user-operated tool Le Fan, which was launched in 17 years, provides users with various third-party benefits and shopping discounts.
The realization of these operational capabilities is based on LeSport Cloud (Intelligent Cloud), Ark System (Advertising Services), BOSS (One-Stop Business), AI (Intelligent Algorithm), and Stargazing System (User Insight). These five major Internet operation support capabilities are not available in other traditional TV brands.
Whether it is an opportunity or a cold winter, depending on how brands do business Across the world, no one company has long been successful in selling low prices. There have been many mobile phone brands in the country that rely on a large number of low-end products for short-term sales volume, but due to The brand reeled in sales and the sales collapsed quickly. LeTV Super TV has a "same" and a "different" compared with many brands.
"The same" means that when it first entered the industry, Super TV was also the first to use price weapons. However, at the time, many products in the market were very high product pricing. We used different profit models to compete and achieved remarkable success. However, LeTV is not the same as many brands. Many internet brands try their best to obtain price advantage through low-cost, low-cost models. The more similar they are to traditional companies, the lower prices and the lower prices of LeTV are completely different. In terms of LeTV, each product we release has never compromised on product design innovation and configuration performance. Each product launch represents the best and most advanced product at the time.
The “same†price strategy represents our strategy to enter the market stage by stage, but “different†is the persistence of high-end and high-end innovative product design that truly represents our unique eco-TV concept.
Therefore, TV brands want to simply reduce product design innovation and reduce product performance experience. This kind of low-cost model that hurts the long-term interests of users will not work in the cold winter, and will regard low-quality and low-cost enterprises as their long-term strategies. Seriously injuring its brand, the future TV industry competition must be better able to meet the user's Internet experience, it must be based on high-performance, high-performance hardware based on the strong user operation capabilities of the competition. This is why we don't do low-end, low-end products, but instead do it to the users of the market's backbone. It is to the high-end people in urban white-collar workers. LeTV currently has more than 50% of the users with cars, more than 80% have rooms, and 30% are For families of four or more, these figures are the actual manifestations of our adherence to ecological strategies. The goal of Super TV is not to pursue sales volume in a short period of time, but to pursue the accumulation of the total number of users who can operate high-value users. It is hoped that more users will become super TV users among China’s 650 million TV total tray users. .
Looking back at Super TV over the past four years, we have achieved some successes, but the competition in the TV industry has also been escalated. The good TV companies that can survive and live in the future must be user-recognized brands for those who do not have the ability to operate on the Internet. TV companies, for those companies that rely on low-quality, low-cost competition, will face a cold winter and will be an opportunity for super TV.
LeTV New President Liang Jun
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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