Recently, during the LeTV Media Open Day event, LeTV’s new CEO, Liang Jun, asked the media to answer questions and share LeTV’s product models and future directions. He believes that LeTV and the traditional home appliance manufacturers' product design thinking is completely different. LeTV Super TV has already broken through the development of traditional TVs and will form a long-term impact on the products of traditional manufacturers. He said that for LeTV, the hardware is only a carrier, and follow-up services are the focus. In the future, LeTV will follow the principle of minimalism, paying attention to the smooth and natural operation, which will make things very simple.
LeTV New President Liang Jun
Reporter: Let's rate the Advanced Army's Internet smart TV field and start building an e-commerce platform to open up a new model. However, at present, traditional household electrical appliance companies have also begun to move closer to the Internet, such as cooperation between Haier and Ali. Skyworth launched the Internet TV brand Kukai. What do you think?
Liang Jun: Before LeTV entered the TV field, traditional TV companies are already in a relatively stable pattern. The color TV market is dominated by six major domestic brands, as well as several international brands such as Sharp Samsung Sony. After LeTV entered the TV field, it changed the original business model and pricing model. For traditional businesses, they are more likely to see our new sales model. They think it is a new sales model to sell traditional things. In fact, they are not quite sure how different our TVs are from their TVs. In fact, we have already broken through the development of traditional TVs in many ways.
When the sales volume of LeTV Super TV continues to increase, it actually squeezes the living space of other manufacturers because the total number of Chinese TV sets does not increase. LeTV sells more TV sets means that other manufacturers will sell less. In this way they will take countermeasures. The traditional manufacturers' coping styles are also divided into two major categories. One is that traditional TV manufacturers cooperate with Internet companies, just like the cooperation between TCL and iQIYI, the cooperation between Haier and Ali, and the feeling of finding the Internet; The category is independent, and the establishment of an Internet TV brand is like Huawei's mobile phone, glory, and Huawei, Skyworth is faster, and Cool is separate and independent. This is a response.
However, the traditional manufacturers did not see our long-term impact on their products, but only looked at the difference in sales model. For example, we will focus on online sales, but also consider expanding our partners to adopt online and offline communication.
Reporter: In terms of strategy, how is it different from traditional vendors?
Liang Jun: Traditional TV manufacturers regard cloud TV and Internet TV as the gimmicks to maintain its sales price and earn the price difference of hardware, mainly to attract customers by adding more Internet functions and increasing cost-effectiveness.
We take it as a business rule and need to make money behind. This leads us to have to consider more, including operational experience, performance, cloud platform, etc. It is definitely not just to regard the Internet as a part of the function. The core of our business is to revolve around Internet services. The hardware is subordinate to the Internet service. Is an accessory. From the perspective of our product design ideas, hardware is also used as a carrier to promote services.
Reporter: As far as the current situation is concerned, LeTV will have three super cell phones, and the super TV will be five or six. If the line is spread at this time, will the cost be a bit high?
Liang Jun: We are more inclined to position our LePar as the offline experience store and offline service store that are extended out of Leshi Mall. Just like the pick-up point of Jingdong Cable, it is actually sinking the logistics delivery point and sinking it into the community. .
Then again, smart TVs need to experience. Our users often can only make decisions through word-of-mouth before buying, but word-of-mouth has a time period, so we urgently need to improve offline experience services. In addition, the current e-commerce more coverage of the primary and secondary markets, for the fourth, fifth and sixth levels of the market, although these people are also online, but have not formed a large-scale online shopping habits of large appliances, while the experience shop is It is a way to infiltrate these four, five, and six cities.
Reporter: Does LeTV have an old model in the future?
Liang Jun: This issue has been discussed internally for many times. Do we have to do the standard model, the child model, and the old people model? The final conclusion is that we should not do different systems for these different user groups. We have a set of interactive systems. It is simple to make this interactive system.
In terms of philosophy, we advocate minimalism. We need to make things simple and simple and natural. For example, a child playing Pad is very slippery. He sees the arrow and knows that it is playing. This is what Apple did best. We plan in this way to design a special button for future new products. As long as they are set up, such as playing games and watching videos, they can be used only for those elderly or lazy people.
Reporter: Does LeTV do video calls? What are the difficulties?
Liang Jun: There are certain difficulties in the commercialization of video calls on TV terminals. It does not depend on the TV itself, but on the Internet and the entire Internet system.
Video calls are two-way. Here, they are downloaded and unzipped, and there are compressed uploads. It's like you spill a bottle of red ink into a basin filled with water, and you collect it again. When you put those video data packets on the public network, and then they go along their own router is not necessarily where to go, when it reaches the target location, it is incomplete, this time you want to restore, according to the two data It is difficult to make judgments based on the possible information, especially the current Chinese network.
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