LeTV has officially announced the launch of the "919 Super TV Day" as a new initiative, replacing its previous music fan festival known for the "Buy members send hardware" campaign. According to LeTV CEO Liang Jun, this event marks a crucial step in the company's transformation. The new LeTV is aiming to evolve into a modern retail network in collaboration with LePar partners. This strategic shift includes four core businesses: music video, LeTV platform, LeTV cloud services, and LeTV video. These are still integral parts of the broader LeTV ecosystem.
The new strategy focuses on "big screen," "home-made content," and "ecological openness." Alongside this, LeTV has introduced a new corporate culture centered around "goal focus, simplicity, transparency, and responsibility." New leadership teams have also been appointed across key departments to drive this change.
Liang Jun emphasized that while the new 919 campaign may not be perfect, it represents an important attempt at transformation. The company plans to leverage its existing user base and use internet technology to provide long-term benefits and localized services. In partnership with LePar, LeTV aims to lead a new retail trend in the market.
The 919 Super TV Day is primarily aimed at existing users, offering both online booking and in-store participation options. Users can choose where they want to engage based on their preferences. For the first time, LeTV is collaborating with LePar partners to design and implement personalized marketing campaigns tailored to different regions.
This year’s 919 event is named “Super TV Day,†marking a new holiday where LeTV, its partners, and users come together. It symbolizes a fresh start and a bold attempt to redefine the brand. Previously, the 919 Music E-Commerce Festival had become one of the largest online shopping events, but the company now seeks more sustainable growth through innovation.
LePar, short for LeTV Partner, plays a key role in this new model. Unlike traditional channels, LePar operates under an ecological partnership framework within the new retail system. The country is divided into over 600 grids, each managed by a leading LePar partner who collaborates with local sub-partners to better serve users.
In addition to serving new customers, LePar works closely with LeTV to manage and engage existing users. Through the Stargazing System, a big data-driven user management platform, LeTV can identify and reach out to old users efficiently. This system helps LeTV and LePar transition from a traditional sales model to a more user-centric approach.
Liang Jun expressed confidence that the challenges facing the new LeTV are temporary. He thanked all past supporters and urged continued trust in the company’s future. The new LeTV is positioned as a provider of home-based Internet entertainment and consumer services, aiming to capitalize on China’s growing demand for smart home solutions.
Overall, the 919 Super TV Day reflects LeTV’s commitment to reinvention and its determination to regain momentum in the competitive market.
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