LeTV recently announced the launch of the "919 Super TV Day," replacing its previous music fan festival known as "Buy members send hardware." According to LeTV CEO Liang Jun, this new event marks a crucial step in the company's transformation. The new LeTV aims to evolve into a modern retail network, working closely with LePar partners. The company has identified four core businesses: music video, LeTV, LeTV cloud platform, and LeTV video. These are part of the broader LeTV ecosystem and will continue to operate together.
The new strategic direction focuses on "big screen, homegrown content, and ecological openness." Alongside this, LeTV has introduced a new corporate culture centered on "goal focus, simplicity, transparency, and responsibility." New management teams have also been appointed across key business areas.
Liang Jun emphasized that while the new 919 campaign might not be perfect, it represents an important attempt by the new LeTV to adapt and grow. In the future, the company plans to leverage its existing user base, use internet technology to deliver long-term value, and provide localized services. Collaborating with LePar, LeTV hopes to drive a new retail trend.
The 919 Super TV Day is primarily aimed at old users, offering both online booking and in-store participation options. Users can choose how they want to engage based on their preferences. This year’s event is the first under the new LeTV, symbolizing a fresh start and a bold experiment.
Previously, the 919 Music E-Commerce Festival had become one of the top e-commerce events in China, challenging major platforms like Tmall's Double 11 and JD.com's 618. However, LeTV realized that a simple price-cutting model was not sustainable. With more competitors entering the market, the need for innovation became urgent.
This year’s 919 is a joint effort between the new LeTV and LePar partners. It uses the "new LeTV + LePar" model to plan and execute marketing campaigns. Through the super TV's Internet user management system, LeTV aims to help its partners access old users more effectively and tailor regional promotions.
Liang Jun mentioned that over 600 LePar partners will collaborate with the new LeTV to launch internet-based marketing activities, with over 2,000 stores involved. LePar is not just a traditional channel but an ecological partner under the new retail model. The company has divided the country into more than 600 grids, each managed by a grid master who coordinates multiple sub-LePars to better serve local users.
In addition to serving new customers, LePar works with LeTV to manage existing users within their regions, offering personalized and localized services. LeTV has developed the Stargazing System, an internet user management tool that helps understand user needs and identify business opportunities.
Liang Jun described the Stargazing System as a key feature of the new LeTV's internet operating capabilities. The company plans to expand access to this system for more grid owners, helping LePar transition from a traditional sales model to a user-centric digital retail approach.
Overall, the new 919 Super TV Day is a significant milestone for LeTV, showcasing its commitment to change, innovation, and growth. It reflects the company’s efforts to rebuild trust with its users and partners and to create a brighter future.
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