How about LeTV Super TV? It turns out that it is not just a TV, it can watch ordinary TV, it can also watch a lot of online TV series, movies, etc .; it can sing karaoke, it can also chat QQ; it can read news, query Weather, it can play games even more!
Of course, in fact, you can do all this on your mobile phone, and the previous HTPC + TV can also be completed, but the point is that the experience is different! This is the essence of Super TV! Convenient, easy to use, integration of hardware and software!
The TV itself is relatively exquisite in workmanship, and the appearance is always the most frequently used ultra-narrow borders. Although it is not the narrowest, it does not affect the beauty at all.
"Seamless all-aluminum ultra-thin body; professionally manufactured by Foxconn. For the first time, a robot is used to participate in the laser cutting process. It has the same fineness as the iPhone."
As an integrated self-video application, LeTV TV version really has no way to say that my family ’s 4M bandwidth is basically clear, and the buffering is only within 5 seconds. The LeTV carousel channel change channel feels similar to using a set-top box, and the video The clarity feels between standard definition and high-definition set-top boxes, great!
The built-in music player, as well as the built-in photo album application, as well as numerous third-party live broadcast, video, music and other applications, in addition to the clarity is not as good as LeTV's own, the content is very rich!
Regarding the system, there is really no need to say, it is the most intelligent one of the smart TVs I have used!
The internationalization of Chinese companies has always been difficult, especially in the development of the US market, and it often suffers from "satisfaction". So, what problems will LeTV encounter in the United States this time? What kind of play will be taken? Can it replicate the success of Super TV in China in the US?
With the approach of LeTV's bigbang conference in the United States, some news about LeTV's movement in the United States began to spread in the industry. A few days ago, some foreign media intercepted the product page of LeTV US Mall that was not online, exposing the two new mobile phones and four new TV products that LeTV will launch at the US press conference, plus the chairman of LeTV Jia Yueting posted on Weibo "We will open a new ecological world in North America." The words, all kinds of signs show that LeTV ecology may be fully landed in the United States. At present, LeEco America Mall has been launched, and some accessories are already on sale in the mall, it seems to be ready for the sale of new products. The internationalization of Chinese companies has always been difficult, especially in the development of the US market, and it often suffers from "satisfaction". So, what problems will LeTV encounter in the United States this time? What kind of play will be taken? Can it replicate the success of Super TV in China in the US?
Super TV will face three major problems when entering the US marketWhen foreign media reported that LeTV's entry into the US market, they like to use "China's Alphabet" or "China's Amazon" to refer to LeTV. Yu optimistic. Domestic media are also generally optimistic about LeTV's international expansion, and believe that LeTV's entry into the US market at this time is the key move for LeTV to complete its globalization strategy. In my opinion, although the probability of success of Super TV in the US market is very large, there are also various problems. Content construction, cultural differences between China and the United States, and labor costs are three difficult problems to avoid:
1. Worry about content service model
It is undeniable that the United States is indeed a relatively mature paid market, and consumers have become accustomed to content purchases, but the question is whether LeTV can seize this market advantage or not. First of all, LeTV cannot copy domestic content. Even if it is copied, North American users will not “buyâ€. Secondly, if LeTV wants to build its own content ecosystem in North America, will the construction cost become unbearable? It should be known that even Netflix, ESPN and other online content resource giants who have been deeply involved in the US TV market for many years are suffering from the high cost of content products, and obtaining the exclusive broadcast rights for the two super seasons of 2016 and 2017 from LeTV Sports cost up to 2.7 billion yuan. One thing can also glimpse the cost of content copyright.
Importantly, if there is no support for content services, LeTV can only stay at the hardware level, it will not be able to support an ecological company, and the ecological strategy will become empty talk.
2. The cultural differences between China and the United States may make it difficult for negative pricing
There is a huge cultural difference between China and the United States. With a series of ecological approaches, LeTV has quickly won the Chinese market with a negative profit pricing model, but can this still be applied to the US market? This seems too ideal. Some insiders pointed out that "on the one hand, the ultra-low price model of LeTV is very easy to be initiated by the United States for anti-dumping." It can be seen that, given the differences between China and the United States, LeTV's price moves are not necessarily effective.
3. Expensive labor costs
As we all know, the labor cost in the United States is expensive. The minimum wage in California, where LeTV ’s US company is located, is US $ 10 per hour. It will also be increased. The labor cost is much higher than that in China. Selling price. In this way, whether LeTV Super TV's price advantage can still play its due market effect still needs further consideration, and even leads to difficulties in profitability.
What difficulties LeTV will take in the US marketWhat kind of play will LeTV take to enter the US market with Super TV this time? According to LeTV's precedent of success in the Chinese market, I predict that its play style will have the following points:
1. The ecological TV game will definitely stick
Prior to the "414 Hardware Free Day", LeTV was the first to achieve hardware free in the Chinese color TV market, and evolved its ecological TV strategy to the "3.0" stage, which means that LeTV has first completed the "de-hardware centralization" and will The business model of the television industry shifts from the acquisition of hardware profits to the exploration of the value of content and services. In addition, Eco TV 3.0 also comprehensively improves the configuration standards of TV hardware, and is fully equipped. Each new hardware release represents the most top-level configuration and highest performance product on the current market, which can meet the long-term sustainability in the future life cycle. Operation to meet the needs of user experience. This "gameplay", I think LeTV will continue to pursue in the US market, because the content payment model in the US market is quite mature, it is simply an ideal market tailored for LeTV's ecological gameplay.
2. Internationalization of LeTV Mall
Regarding LeTV's entry into the US market, most of the media focused too much on LeTV's products, but instead a little neglected the existence of the "wonderful" LeTV mall. Why is it called "exotic"? This is because in the history of e-commerce, LeTV Mall is the first and only ecological vertical e-commerce. There is no "old man" before and no "comer", every step is innovation, and every stage of success is subversion . With the launch of LeTV Mall in the United States, the trend toward internationalization has become clear. This road is also destined to lead LeTV Mall to a pole that is very different from the development of world e-commerce giants such as Alibaba and Amazon. LeTV Mall logged into the United States, so that the future sales of LeTV products such as Super TV and super mobile phones in the United States removed the channel premium, allowing LeTV products to reach the users through the entire process, and realized "10 million people participate, 10 million people develop, 10 million people use The "Ten Thousand People Spread" effect not only allows users to become product developers and users, but also greatly improves the user experience, allowing users to spontaneously promote the ecological evolution and growth of LeTV Mall.
3. Omni-channel marketing, LePar construction may be synchronized
Regarding marketing channels, I think LeTV will adopt omnichannel marketing in the United States. First of all, LeTV ’s play in China is: online, self-built LeTV mall, and also fully entered Tmall, JD.com, Suning.com, Gome Online and other e-commerce mainstream channels; offline, LeTV LePar experience stores have now exceeded 8,500 , Undertake the functions of offline experience display platform and after-sales service platform. This style of play has been proven to be feasible, and LeTV is likely to be copied to the United States. Secondly, the construction of LePar may encounter difficulties in the United States, but relying on Vizio's excellent reputation and perfect offline sales channels in the North American market, LeTV will certainly overcome the difficulties to promote the construction of LePar, with high-quality experience and after-sales service Continue to exert pressure on LG, Samsung and Sony in the US market.
4. Cost-effective gameplay may continue
What can LeTV think that it can easily defeat the international color TV industry giants represented by LG, Samsung and Sony in the Chinese market? As an example, everyone will understand. Four years ago, 50-inch flat-screen TVs, Samsung, LG and other brand products were basically priced at 10,000 yuan or more, but the emergence of super TVs reduced the price of 50-inch TVs to less than 3,000 yuan. Large-screen experience, follow-up services and other aspects to achieve a comprehensive surpass of competitors. This gameplay directly defeated the once incomparable Japanese and Korean brands. At the same time, Super TV also provides rich content services, and it has become the last straw to crush the Japanese and Korean color TV brands. Today, LeTV has entered the US market. This huge lethal game is about to enter the US market. LeTV, which likes to create surprises, may already have a good layout, and it may set off an industry pattern in the US color TV market on the other side of the Atlantic. Upheaval.
5. Borrow VIZIO to avoid disapproval
The internationalization path of other Chinese companies is unfeasible. LeTV entered the US market this time through the acquisition of US TV giant VIZIO. The benefits of this are self-evident. The first acquisition of VIZIO helped LeTV to improve its overseas supply chain layout; secondly, VIZIO can avoid the brand barriers and channel barriers encountered by Chinese companies in the process of globalization, and increase the convenience of sales channels; and finally, more meaningfully, integration After VIZIO, LeTV Super TV will complete the sales target of 6 million units in China this year, plus VIZIO ’s annual sales of about 7-8 million units, which is expected to make LeTV, together with Samsung and LG, rank among the top three in the global color TV market.
In general, LeTV's entry into the US market is a key move in its global strategic layout. After LeTV's great success in China, it is a necessary strategy for transnational growth to seek a new blue ocean for growth. In Jia Yueting's view, globalization is the general trend. China's Internet has been at the forefront of the transformation of traditional industries, including LeTV's vertically integrated ecological model. "We hope to copy the LeTV ecological model to the world, which is also LeTV can change. A very good way for Chinese companies to compete in the global competitive landscape and position. I believe that if this model is not LeTV, other Chinese companies will truly occupy the global market. "As the touchstone of LeTV ’s globalization strategy, Whether LeTV can conquer the US market and penetrate the LeTV ecosystem into the US consumer group is the key to its globalization strategy. For this result, we can only wait and see.
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