In recent days, a popular online band of friends has shared a screenshot on the Internet. The screenshot content is not an order for a luxury car luxury house. It is a 120-inch TV shopping list at LeTV. The price is 499,000 yuan. It was purchased through Leshi Shopping Mall for 1000 years. The annual fee members get this method of selling is LeTV's so-called hardware free. In fact, most people here already understand that this is LeTV's own advertising marketing, advertising for its so-called 4.14 hardware free day. LeTV considers this kind of marketing advertising practice, many people may feel too LOW, will feel that LeTV is very high.
As for the LeTV brand, as an industry insider, in fact, the user's awareness of LeTV is still some, and LeTV TV sales are still good. However, LeTV's reputation as a TV product is not as good as the LeTV brand. Product quality and experience have not formed word of mouth in the industry. On the contrary, LeTV has played a big concept and the practice of heavy marketing has become the banner of the industry. Of course, Xiao Bian said that these are not brainless. Black LeTV is surely well-founded, but also in the case of LeTV’s recent advertisements indiscriminate bombing, in this Xiao Bian to say that LeTV's fake marketing concept of several analysis.
1, hardware free mode into bundled sales
This concept was used on both LeTV and LeEm mobile phones. Early in LeTV’s presentation of hardware, LeTV and LeEm mobile phones were presented in the form of purchase cost reductions for members. But consumers do not catch a cold. The reason is simple: 1. Consumers feel that hardware free Ken is a gimmick and it cannot be really free. 2. Many people do not need to enjoy music as members, especially LeTV users, LeTV members for the majority of consumers do not watch TV, the year 499 is a waste. LeTV is also expected to have this situation, it took only a sales package version, which means that you must buy LeTV or mobile phone must buy music as a member at least a year before they can. LeTV promoted their so-called hardware free concept through this mandatory bundled sales, and it was not until the third generation of Super TV that users had the right to choose to purchase.
2, hardware free actual cost is higher
Again, a careful analysis of the so-called hardware free, is that when you purchase, you purchase an annual membership fee of RMB 499 for LeTV. The hardware cost is reduced by 300, and you accumulate it until the hardware cost is zero. It seems that before the hardware cost is reduced to zero. A simple point of understanding: the so-called hardware is actually free to sell music as an annual fee of 199 yuan, in fact, such as millet, storm and other TV annual fee members are not happy to view such expensive, followed by storm, millet content is indeed more than LeTV, this user It is also understandable.
Simple calculation of an account, if you want to buy a 1800 yuan TV, intends to buy about seven or eight years, then to buy seven or eight years membership, if it is LeTV your hardware is not spent, but your total cost is 3493 yuan . But if you directly buy bare metal on other Internet TVs and then buy your own membership, the cost will be 3,193 yuan, instead of saving money one time. In this way, other Internet TVs are much cheaper than LeTV, and the longer the planned lifespan, the lower the cost. Second is to consider other circumstances, bought so long want to upgrade the TV can only be changed for LeTV, and other TVs are more free to use, want to change, want to open a member to open members.
For Storm TV, one of LeTV’s competitors, as a model of eco-feedback hardware, Storm TV is very realistic in terms of price and membership subsidy mode, and is a limited and sustainable model to ensure that storm TV can continue to provide better The service and more complete ecology.
In contrast, the hardware-free mode of LeTV really kidnaps the right of many consumers to choose freely. From the perspective of LeEco’s recent promotions and price cuts and bombardment advertisements, consumers still do not accept music. The so-called hardware free mode.
3, lack of content support hardware free mode
According to Jia Yueting's meaning, LeTV's hardware is free to sell because of music. What is the service experience of Internet TV? Obviously, it is TV content and logistics and after-sales service. So is LeTV's service really good?
In terms of content, the open closed-loop ecosystem that LeTV built itself is a very empty concept. According to the statistics of domestic authoritative data agencies, the LeTV video in 2015 has not ranked in the top five in China's video website, and it is clear that LeTV in the content is regarded as a Somehow, compared with other video content providers (iqiyi, etc.) by means of investment or cooperation in the form of investment or cooperation between the storm and the storm, 100% of LeTV's content was completely defeated by millet and storms. It is not that LeTV cannot, indeed, copyright. Too expensive, LeTV is not able to complete the inventory of so many contents. It is believed that anyone who has used Letv as TV knows that a lot of content is jumped to various websites. For example, the descendants of the sun jump to iQiyi, and the experience is very high. Poor, so it seems that LeTV has no advantage in content.
When it comes to services, mainly logistics and after-sales, or the comparison of millet, Leshi, and Storm, LeTV looks like it is still not dominant in terms of fees. On the contrary, only Storm TV is free shipping. At the same time, LeTV considers that the number of warehouses in the country is relatively small, and Storm TV has more national warehouses, which can effectively improve the delivery speed. How does LeTV's after-sales good or bad needless to talk about? How much negative you know about LeTV and forums on the Internet, you know that Levision can't delete light and negative with such a strong public relations ability. Think about how bad it is to know after sales and product quality control. .
From the perspective of content and logistics after-sales services, LeTV and millet and storm are still some gaps, then let's look at music as the annual fee members why the most expensive, you can understand is to buy members hardware reduced by 300 when the advance rose.
Summing up: Hardware Freedom into Music as Marketing Heads
By comparison, it can be seen that LeTV’s hardware is basically a gimmick, and it has little practical significance for the industry and consumers. This industry person and ordinary consumer are well aware of this. And LeTV made the hardware-free hard-selling itself a gimmick for advertising marketing, and even appeared in the article mentioned earlier as an unrealistic boasting advertisement poster that bought a LeTV for 1,000 years. LeSports, which has always been a marketing paradigm, has created hardware as a powerful weapon for ignoring consumers for free. This will adversely affect the industry as a whole. We hope that LeSports will have a big business style, abandon bad marketing practices, and bring points to the industry and consumers. positive energy.
As for the LeTV brand, as an industry insider, in fact, the user's awareness of LeTV is still some, and LeTV TV sales are still good. However, LeTV's reputation as a TV product is not as good as the LeTV brand. Product quality and experience have not formed word of mouth in the industry. On the contrary, LeTV has played a big concept and the practice of heavy marketing has become the banner of the industry. Of course, Xiao Bian said that these are not brainless. Black LeTV is surely well-founded, but also in the case of LeTV’s recent advertisements indiscriminate bombing, in this Xiao Bian to say that LeTV's fake marketing concept of several analysis.
1, hardware free mode into bundled sales
This concept was used on both LeTV and LeEm mobile phones. Early in LeTV’s presentation of hardware, LeTV and LeEm mobile phones were presented in the form of purchase cost reductions for members. But consumers do not catch a cold. The reason is simple: 1. Consumers feel that hardware free Ken is a gimmick and it cannot be really free. 2. Many people do not need to enjoy music as members, especially LeTV users, LeTV members for the majority of consumers do not watch TV, the year 499 is a waste. LeTV is also expected to have this situation, it took only a sales package version, which means that you must buy LeTV or mobile phone must buy music as a member at least a year before they can. LeTV promoted their so-called hardware free concept through this mandatory bundled sales, and it was not until the third generation of Super TV that users had the right to choose to purchase.
2, hardware free actual cost is higher
Again, a careful analysis of the so-called hardware free, is that when you purchase, you purchase an annual membership fee of RMB 499 for LeTV. The hardware cost is reduced by 300, and you accumulate it until the hardware cost is zero. It seems that before the hardware cost is reduced to zero. A simple point of understanding: the so-called hardware is actually free to sell music as an annual fee of 199 yuan, in fact, such as millet, storm and other TV annual fee members are not happy to view such expensive, followed by storm, millet content is indeed more than LeTV, this user It is also understandable.
Simple calculation of an account, if you want to buy a 1800 yuan TV, intends to buy about seven or eight years, then to buy seven or eight years membership, if it is LeTV your hardware is not spent, but your total cost is 3493 yuan . But if you directly buy bare metal on other Internet TVs and then buy your own membership, the cost will be 3,193 yuan, instead of saving money one time. In this way, other Internet TVs are much cheaper than LeTV, and the longer the planned lifespan, the lower the cost. Second is to consider other circumstances, bought so long want to upgrade the TV can only be changed for LeTV, and other TVs are more free to use, want to change, want to open a member to open members.
For Storm TV, one of LeTV’s competitors, as a model of eco-feedback hardware, Storm TV is very realistic in terms of price and membership subsidy mode, and is a limited and sustainable model to ensure that storm TV can continue to provide better The service and more complete ecology.
In contrast, the hardware-free mode of LeTV really kidnaps the right of many consumers to choose freely. From the perspective of LeEco’s recent promotions and price cuts and bombardment advertisements, consumers still do not accept music. The so-called hardware free mode.
3, lack of content support hardware free mode
According to Jia Yueting's meaning, LeTV's hardware is free to sell because of music. What is the service experience of Internet TV? Obviously, it is TV content and logistics and after-sales service. So is LeTV's service really good?
In terms of content, the open closed-loop ecosystem that LeTV built itself is a very empty concept. According to the statistics of domestic authoritative data agencies, the LeTV video in 2015 has not ranked in the top five in China's video website, and it is clear that LeTV in the content is regarded as a Somehow, compared with other video content providers (iqiyi, etc.) by means of investment or cooperation in the form of investment or cooperation between the storm and the storm, 100% of LeTV's content was completely defeated by millet and storms. It is not that LeTV cannot, indeed, copyright. Too expensive, LeTV is not able to complete the inventory of so many contents. It is believed that anyone who has used Letv as TV knows that a lot of content is jumped to various websites. For example, the descendants of the sun jump to iQiyi, and the experience is very high. Poor, so it seems that LeTV has no advantage in content.
When it comes to services, mainly logistics and after-sales, or the comparison of millet, Leshi, and Storm, LeTV looks like it is still not dominant in terms of fees. On the contrary, only Storm TV is free shipping. At the same time, LeTV considers that the number of warehouses in the country is relatively small, and Storm TV has more national warehouses, which can effectively improve the delivery speed. How does LeTV's after-sales good or bad needless to talk about? How much negative you know about LeTV and forums on the Internet, you know that Levision can't delete light and negative with such a strong public relations ability. Think about how bad it is to know after sales and product quality control. .
From the perspective of content and logistics after-sales services, LeTV and millet and storm are still some gaps, then let's look at music as the annual fee members why the most expensive, you can understand is to buy members hardware reduced by 300 when the advance rose.
Summing up: Hardware Freedom into Music as Marketing Heads
By comparison, it can be seen that LeTV’s hardware is basically a gimmick, and it has little practical significance for the industry and consumers. This industry person and ordinary consumer are well aware of this. And LeTV made the hardware-free hard-selling itself a gimmick for advertising marketing, and even appeared in the article mentioned earlier as an unrealistic boasting advertisement poster that bought a LeTV for 1,000 years. LeSports, which has always been a marketing paradigm, has created hardware as a powerful weapon for ignoring consumers for free. This will adversely affect the industry as a whole. We hope that LeSports will have a big business style, abandon bad marketing practices, and bring points to the industry and consumers. positive energy.
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