In order to better develop TV business, Lerong held a brand strategy conference in Beijing on May 7th. New products are closely related to AI artificial intelligence, including intelligent systems, application scenarios, functional applications and many other aspects, which are intended to continue to be brilliant with the help of the east wind of AIOT.
At the same time, LeTV's Chinese brand has also officially changed from LeTV to Lerong. This year, the brand has set the goal of impacting the first camp of Internet TV. Liu Shuqing, chairman of Lerong, said at the meeting that Lerong's core competitiveness lies in its investment in product research and development and its interaction with users, and hopes to achieve sales of more than 1 10,000 units this year.
Lerong Solo brand transformation hopes to revive the market with new products.
Relevant data show that in 20 18, the retail sales of color TV sets decreased by 2.7 percentage points year-on-year, and the retail sales decreased by 1 1.4 percentage points year-on-year. The sales volume of domestic color TV market dropped significantly. In the overall downturn, what will Lerong's Super 5 TV released at this time rely on to revive the TV industry and create new achievements?
It is understood that Lerong Zhixin is the main body of the original LeTV TV operation. In 20 18, Sunac acquired the controlling stake in Lerong Zhixin by auction, with a total shareholding ratio of 46.05%, and Lerong Zhixin was no longer included in the consolidated financial statements of LeTV. After the divestiture, Lerong Confidence was included in the Sunac culture section. Lerong LeTV super tv launched Super 5 series and Lerong Y series new TVs this time, positioning the brand as the leader of Internet intelligent technology, comprehensively laying out the AIOT ecology, and trying to revitalize the market with new products. In this regard, industry analysts said that in the face of consumers in the new era, enterprises including Internet TV brands want to gain recognition and boost product sales, not only do a good job in product transformation and upgrading, but also create differentiated functions or selling points to attract more users.
With the advent of the era of consumption upgrading, TV products with large size, ultra-high definition and AI artificial intelligence have become the mainstream of the market. Health demand has also become a common concern of users. The Super 5 TV launched by Lerong LeTV adopts "clean blue" technology to solve the problem of blue light eye injury from physical optics. The main wavelength peak of blue light of backlight LED chip is shifted from ordinary 447.5~450nm to 457.5~460nm, which fundamentally reduces the damage of short-wavelength blue light and prevents eye injury caused by long-term fatigue.
At the same time, Lerong's "clean blue" technology has also gained a sudden? Five, the Ministry of industry and information technology, the fifth institute of electronics, the national radio and television product quality supervision and inspection center, three authoritative institutions health eye protection certification.
At present, most high-end TVs are equipped with HDR 10 and MEMC motion compensation technology, which is also reflected in Super 5 TVs. In terms of sound quality, Super 5 TV adopts runway design, which has higher sound pressure level, lower energy consumption, higher sound production efficiency, more thorough audio analysis and clearer sound level. It also adopts a new generation of A73 architecture Mstar6A848 professional TV chip, which supports 2G+ 16G large storage, and can get a smooth control experience whether watching ultra-clear 4K video or playing big-screen games.
As we all know, the whole chain of smart home operation needs a powerful information system to support it, and a stable and fast network environment is just needed. The arrival of the 5G era makes the realization of intelligent manufacturing possible. In order to better develop the smart home market, Lerong plans to build an open platform of intelligent Internet of Things-EUI+AIOT = EUIOT. EUIoT gives TV the ability to connect smart devices and non-smart devices. If users already have smart devices at home, they can directly connect to the EUIoT platform of TV. For non-intelligent devices, existing traditional household appliances can be automatically connected to the EUIoT platform of TV by purchasing intelligent docking or intelligent infrared remote control devices of designated brands to realize the whole house interconnection.
Where will the brand go in the post-Internet TV era?
Influenced by Internet thinking, except for a few Internet TV companies such as LeTV and Xiaomi, many Internet TV companies only carry out online channel layout. However, in addition to the price advantage, the influence of internet brands is difficult to compete with traditional TV companies, and in recent years, it has been defeated repeatedly.
The LeTV mode of free hardware and paid content has indeed contributed to the rapid development of the Internet TV industry, which has been followed by many enterprises. However, the ever-decreasing average price has become the last straw to crush many small and medium-sized TV enterprises. With the sharp decline in the market share of LeTV TV, small and medium-sized Internet TV manufacturers not only have to face the market share eroded by Xiaomi and PPTV, but also their living space has been squeezed by traditional TV companies, which has contributed to the reshuffle of the Internet TV industry.
The "price war" strategy of Internet TV is related to the advantages and lack of experience of traditional color TV in channel and after-sales at that time. In the absence of technology accumulation, LeTV chose the mode of hardware free+content payment to cut into the color TV market at that time. With this mode, LeTV also quickly cut into the market and became the first brand in the Internet TV camp. This mode was quickly followed by micro whales, storms and watching. Facing the competition for copyright content, the cost of TV enterprises will undoubtedly increase greatly. Letv's mode of feeding back TV hardware with content income soon went bankrupt, and Internet TV brands began to change their thinking mode and think about other ways to break through.
With the announcement of Huawei, Yijia and other mobile phone companies to enter the TV field, Lerong, who left the LeTV department, will release new products, and the Internet TV industry may usher in a second round of competition. What strategies Internet TV needs to adopt to promote the healthy development of color TV industry is a question that every enterprise is thinking about. In the domestic color TV market, consumers can see that the "price war" has become normal, and most of the price changes of enterprises come from the consideration of their own strategies. Every enterprise's price war has a phased strategic purpose. In daily life, color TV brands will not attract users by reducing prices, but will enhance brand premium by strengthening product quality.
The author believes that although the price can still attract consumers to stop for a moment in front of the product, it is more prudent for color TV brands, including Internet TV companies, to increase profits through structural upgrading and capacity optimization. At the moment when product homogeneity is serious, we can learn from imported brands, adopt celebrity effect, and use technological differences and brand labels to form differentiated competitive advantages, attract consumers to buy, and also stimulate profit growth.