Double 11, Xiaomi and LeTV who is the first TV?

LeTV, 10 TVs, has not announced total sales, with total sales of 159 million.

Hisense, 43 TVs, has not announced total sales, with total sales of 153 million.

Millet, a TV, total sales of 39,000 units, total sales of 149 million.

This is the top three sales of dual 11 televisions in Tmall's official data. Millet has only one product, the first single product sales, LeTV won the throne of total sales. However, LeTV and Hisense may not dare to take it lightly, because Xiaomi, who only sold TV for more than a year, has entered the first camp of TV with only one TV, and the gap between the two is very small.

Millet powers TV

Xiaomi’s determination to force television is visible from Chen’s joining and $1 billion in content investment plans. Xiaomi, the vice president responsible for content investment, set a military order that “has brought earth-shaking changes in the content to Xiaomi TV and other products for half a year,” and just announced the first money to the video site Youku Tudou.

As the representative of Internet TV, LeTV is facing the challenge of Xiaomi. LeTV's advantage lies in its content, which is derived from LeTV's exclusive video content. Xiaomi knows that content is its own disadvantage and invests heavily in content. Content is ultimately a problem that money can solve.

LeTV from 6 months to 30 months

In fact, LeTV and Xiaomi's business model is not the same, LeTV sells contract TVs, in addition to hardware costs must also purchase service fees (membership fees), the current contract period is fixed for two and a half years. This contract period is very interesting. LeTV has tried service fees for 6 months, service fees for 12 months, service fees for 18 months, service fees for 24 months, and it has now come to a service fee of 30 months.

why? We guess the reason is very simple, that is, the renewal rate is not as expected. LeTV adopted a bold business model. If the user is unwilling to renew service fees after his expiry, the business model will not be established. The benefits of extending the service fee period are obvious. In the short term, you can reduce the pressure and increase your income. You can expect the user’s renewal rate to improve in the long term—it depends on whether or not the 30-month experience that LeTV offers to users is worth continuing to purchase. Judging from the extended service fees of LeTV, the situation is not too optimistic.

Millet TV continues the practice of mobile phones, with high prices and low prices. In terms of content, on the one hand, it has stepped up the pace of investment and on the other hand has waited for changes in policy. After all, the lack of content in smart TVs has a lot to do with the policies of a certain bureau.

The spring of smart TV has not yet arrived

In the eyes of television stations and regulators that hold content, TVs, PCs, and mobile client apps are three different platforms/channels. However, on smart TVs, the three are themselves in one, TV and PC. Is) also a mobile client (install app). The regulator of this industry has not yet figured out how to do it. At present, it is only restricting, limiting, and restricting... The spring of smart TV has not yet arrived. If the iPod is used as a metaphor for smart TV, it still lacks an iTunes, only iPod + iTunes can truly change the music industry as a whole, and so does the television industry.

Therefore, the first battle between Xiaomi and Letv is somewhat "dirty". The stage before the arrival of spring is too small. They actually need a bigger stage.