The annual 618 Carnival Shopping Festival came again on schedule. After such a big promotion slogan was originally played by Jingdong, Tmall, Suning, Gome, Dangdang, Amazon, No. 1 and Vipshop all joined in. , take the opportunity to promote. This crazy year of big promotion has become the focus of competition among various manufacturers. Unlike the Double 11 or Double 12, the 618 holiday season is particularly a day for the digital home appliance category due to the proximity of the summer.
Initially in June, millet, Meizu and other full range of products have cut prices, Haier, Gree and other home appliances also ushered in the low price of the year. Of course, the price reduction is just a routine action, and 618 this period of great promotion of the festival is really a wonderful public relations war between the various manufacturers, public opinion. 618 E-Commerce Wars The real battle has not yet begun. Let's begin with the tear-off battle between LeTV and Coolo and Xiaomi.
In this public relations battle, the ecological crisis of LeTV was undoubtedly revealed. LeTV has shown its weakness. The Internet TV industry may usher in a new round of reshuffle. In this market change, the Internet TV industry will usher in a good game of post-combat.
Who is the first on the 618st day?
On June 1st, the first day of the official launch of the 618 Carnival Shopping Festival, Internet TV manufacturers started the promotion war. At the same time, at the same time, 618 homes have already placed their fights.
618 big promotion platform has been opened since June 1st, and on the first day when the money withdraws, Coocaa announced that in 618 first day of big promotion, the cat was obtained in the flat-panel TV category (Taobao + Tmall ) Champions, far more than music as millet, played a beautiful opener for the 618 war. Cool voice just dropped, LeTV reluctantly offensive, then released a large number of public relations manuscripts to fight cool open. LeTV, on the one hand, said that LeTV was the undisputed No. 1; on the other hand, it dug out last year's "Double 11" E-Commerce Wars Millet TV single-product sales of the first news, hit millet said Xiaomi data is not true .
Who is the first to promote 618 on the first day, in fact, we do not need to investigate. Each of the actual in-laws is rational, and the so-called first is marketing. The squandering flowers gradually became fascinating. Currently in the Internet TV industry, LeTV, Coolo, and Xiaomi have formed a three-way situation. If faced with superficial competitors, LeTV, known as "no ecology, no enjoyment," will not be so fierce. The only thing we can confirm for now is whether Cool TV or Xiaomi TV actually threaten LeTV's pioneers of Internet TV.
The crisis behind the music as ecology
The crisis behind LeTV and even LeSco's ecology has actually been reflected in the stock market. May 25 announced that Jia Yueting will reduce holdings of 148 million shares in the next six months. It is generally expected that nearly 10 billion yuan will be cashed out. From June 1 to June 3, Jia Yueting accumulated a total of approximately 35.24 million shares of the company’s outstanding shares through the block exchange of the Shenzhen Stock Exchange, accounting for 1.9042% of the total share capital. The stock price of LeTV dropped.
Jia Yueting cashed 10 billion and lent it to LeTV. This capital operation actually reflects the unsustainableness of music ecology. In the industry, LeTV's "poor money" has long been no secret. It is said that Jia Yueting himself had also communicated with some shareholders and admitted that LeTV had a shortcoming in funding. Letv build the so-called "ecology", the layout of the industry on the heart of horses, cars, film and television, mobile phones, e-commerce, video sites and other business frontiers are getting longer and longer, but each business is actually facing a "bleeding" situation.
Although LeTV and China Unicom held a "Lesso Unicom Ecology +" conference in Beijing, but it is nothing more than taking the carrier model to promote LeTV. The one-stop service model of "traffic + tariff + membership + mobile phone" seems to constitute the so-called "ecological". Actually, it has long been the operator's rotten customization machine game, lack of imagination, and even more inconsistent with the user's one-time consumption. psychological.
LeTV TV business actually has such a problem. LeTV is a big but not strong TV game. Selling TV at a cost price can certainly gain instant advantage. However, in actual user usage habits, most users will no longer pay 490 the following year. Yuan's video membership fees, LeTV's attempt to support the realization of LeTV's copyrighted content through the member model is really lackluster and lacks imagination. In fact, LeTV's post-pay rate has not been announced, which is actually the pain of LeTV's ecology. The television business is such that the problems faced by other businesses are actually similar. There are more and more businesses, but LeTV's mouth has always been a lot faster than the legs. The so-called ecology is out of reach, and its own cash flow cannot support the construction of a huge ecosystem. In the past six months, whether it is the launch of a mobile phone or the idea of ​​a car, in fact, it is mainly intended to operate through capital, so that the so-called "Les eco" bubble can continue to grow.
After Internet TV made a victory
As a forerunner, LeTV has indeed earned a reputation in the market competition in the past two years, but now LeTV's capital operation and business development have made the market see the traditional TV game LeTV as a real crisis. The ecological construction is unsustainable. Internet TV actually needs to return to the “hardware + content†dual insurance profit era.
LeTV’s practice of walking tight and playing privately and costing is just a gimmick to drink. The current situation in which LeTV's business models and policies are rapidly falling into a conflict has frequently conflicted with the bottom line of the policy, resulting in the fact that Super TV has virtually no scale effect. Millions of shipments are basically drizzle in a TV country like China. At present, in the Internet TV industry, LeTV is taking a downturn, and Kuaikai and Xiaomi are more likely to postpone.
Cool open and Xiaomi, one with a strong supply chain system and hardware and software integration capabilities, one in the ecological construction of the content frequently exert power. Both of them actually represent the right direction for the development of Internet TV, but perhaps the cool opening of the genes that have been deeply plowed in the industry for 20 years makes CoolOpen more understanding of Internet TV. After two generations of millet TV really realized that television and mobile phones are not a category of products, sex prices can not get through the market. Internet TV is the convergence of content, innovation, and supply chain in TV products.
Do Internet TV, or like the other electronics industry products in the Internet age, control the upstream and downstream industry chains, do conscience on hardware work, conduct content ecological construction, update content resources, optimize product performance, and improve user experience. Such a road is the right way for Internet TV.
to sum up
The integration of three screens (PC screen, smart phone screen and TV screen) is another major trend in the future development of the Internet. The Internet TV industry is worth cultivating. LeTV's double-mindedness on Internet TV is really a short-sighted approach. The in-depth excavation of Internet TVs represented by Kuakai and Xiaomi will definitely allow them to ultimately achieve results.
The real TV ecology in the future may be this: the platform + content + terminal + application of the Internet TV ecosystem, on the one hand, smart TVs, smart set-top boxes and other smart Internet + family market leading position and user size to further expand; At the same time, based on the smart Internet+, it will further expand the transformation and transformation of operations and services. In addition to insisting on "complete productivism," Internet TV will open up operations and service entrances, and will also tap into user value and content services. In the future smart home appliance industry, creating a new user experience and business ecosystem, this will also be the only way for the transformation and transformation of the Internet TV industry.
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