On May 16th, LeTV launched the new 4X55M, the world’s first shared TV, on the new release of LeTV’s 4th Anniversary.
The so-called "shared TV", LeTV made the explanation is: let users use their own super TV to participate in operations, create value (advertising, shopping, etc.), and Super TV will create the value of the user, through the ecological subsidies to members, with super film and television members Forms are shared with users and share value.
In layman's terms, a super-TV user can extend a year's worth of film and television members by completing a designated task. Specific tasks include the following: boot up to 277 days, accumulate “growth value†to a certain amount or purchase after-sales service spree through TV shopping pay games.
"Shared TV" directly linked to the sharing economy of the current hot topic has aroused concern. In the face of the audience's curiosity, Liang Jun not only announced in a high-profile manner that “radical LeTV is back!†It was also ridiculing live sharing bikes on the spot. Le Shih-chih, the vice president of new marketing communications, even made a surprise statement, indicating that the mode of sharing bicycles is "pseudo-sharing."
However, on the one hand, it is the rolling bonus that may be brought by the new model of music. On the one hand, it is the public opinion that has not been concealed. Some people think that "sharing TV" is not a good solution, but it is only a new marketing tool; even more experts say that "sharing TV" actually does not touch "sharing", but it is similar to MLM.
Public opinion concerns
Since LeTV's "Shared TV" was officially launched on May 16, it has attracted a lot of attention from the media and netizens. Through the new media public opinion monitoring platform “New Microstateâ€, the time span of this week from May 16 to 23 was selected as the monitoring scope of public opinion and found:
There were 193 news items related to "Music Sharing Bicycles" appearing in major news clients; among them, headline and interface news related articles were read more than 100,000 times; relevant microblogs were 542, including @Finance.com , @ Wall Street news APP and other blog posts attracted users to leave more messages; WeChat article more than 100 articles.
The media’s coverage of “shared television†mainly manifests itself in the interpretation and analysis of this concept. Such as "Beijing Commercial Daily" from the "shared TV" service monetization model and profitability of the analysis; Tencent digital article "music as push shared TV, radical is not a strategy" discussed the "radical" and "sharing economy" between Arguing and arguing that "it is not as good as studying how to make its business model acceptable to the people rather than sharing the television as a sharing economy"; "China Business" mentioned that the loss year after year is a new concept of LeTV's change. source.
On the whole, most media outlets are more objectively neutral in reporting. However, in the media platform, more tone of the article is to see and question the "shared TV."
The Baijiahao "Internet Watch Channel" article pointed out that the "shared TV" concept advocated by the "giving users a reward" has a moral hazard and is a self-deceptive one, and believes that the "concept stealing and manufacturing concept is Music has always been a strong place."
Liu Bucheng, an industry expert, posted on the WeChat platform an article titled “LesTV Shares TV: Sharing with Inevitability and MLM,†which raises many questions about LeTV’s concept of “shared TVâ€. This article was also reprinted by a number of news clients and from media platforms and was read in large numbers. This led to the strong repercussions of LeTV’s vice president of new marketing communications to the championship in the social circle. Its application of the word “radical†attracted a lot of attention. Eat melon friends onlookers.
From May 16th to 23rd, the popularity of LeTV's "Shared TV" has basically undergone a complete process of fermentation, soaring, and falling back. In the meantime, the attention of the mainstream media has played a key role in spreading the concept of “shared TVâ€. The discussion in the industry, especially the questioning and argument of this concept, has attracted a large number of netizens to participate in the discussion and promote public opinion. The continuous upgrade made LeTV "shared TV" one of the hot topics in the industry.
User perspectives tend to
From the Sina News, Netease News and other posting areas as well as Sina Weibo's message area, randomly sample 466 netizen messages to analyze the opinion orientation:
Question: LeTV "shared TV" is "pseudo sharing", 37%
The netizen "Loneliness is not the highest": Do not share so low, points exchange this trick has long been used in other industries.
Netizen "coma sky": It is said that it is clear that advertisers and customers are fools, ah, the daily boot fraud advertisers, and then add a few years membership qualifications to cheat customers, this will do?
Netizen “Hidden Lightâ€: TVs are hard to sell. Start using “shared TV†to clear inventory. Is the goal of deposit and pre-paid account annual fee, or is it to defraud advertisers?
Support: A new exploration of the profit bottleneck of Internet TV, 14%
Netizen “Zhang Shuleâ€: LeTV looks very wild, very hot, and has a good idea on how to share (users and vendors share interests), but it actually has a bigger layout. One is sticking to users. Another is to pull the user back from the phone and reconstruct the living room scene. Making TV user resources that have become increasingly bottlenecks and regaining home-court advantage in the living room may be the real vision behind TV sharing.
HC Network: From the influx of rivers and lakes to the famous rivers and lakes, four years, Super TV has entered more than 10 million people's homes. (Shared TV) is a historic breakthrough. In the future, Super TV will continue to explore the shared TV model, creating more value for users and sharing more benefits for users.
Neutrality: The merits and demerits of success and failure are subject to consumer inspection, 23%
Netizen “godprinceâ€: It doesn’t make much sense to argue whether shared TV is shared or pseudo-shared. Since the product was just released, it has not yet entered millions of households. Only time can tell.
Netizen "Chan-nono": True sharing or fake sharing is not the most important thing. It is important to stick to users.
Netizens' vision of new species: It is still yet to be seen whether LeTV, which introduces the "Shared TV" model, can actually make profits through the Internet. More optimistic, the TV market has shown a positive transformation.
Indifferent: The sharing concept has been played bad, 19%
Netizen “happy2â€: LeEco has already played bad “eco†mode, and is it ready to play bad “shared†mode?
Netizen "XY_xiayu": Shared Internet TV was realized 20 years ago. At that time, the name was Internet cafe...
Others, 7%
Summary of media and expert remarks
"Beijing Daily": In recent years, TV prices have continued to fall, panel prices have steadily increased, profitability, the entire TV market can be described as stricken. For smart TVs that have been developing for four years, seeking a reasonable business model ensures that corporate profits are imminent. As for the shared TV model, whether it can provide new profits for smart TVs and help the development of the entire industry still needs time to verify.
Interface News: LeTV's so-called sharing is to cultivate a series of new habits such as watching television, spending on TV, and purchasing value-added services. It will introduce mobile phone traffic thinking into large-screen TV platforms, and create a larger-scale living room for the latter. Entertainment services, accumulating user resources, to some extent ease the pressure on LeTV to subsidize users.
China Business News: Not everyone agrees with the idea of ​​sharing television. Liang Zhenpeng, an observer of the household appliance industry, said that the concept of LeTV's so-called "shared TV" sounds baffling. Its essence is simply to buy a year's membership and give more members for a few years, which is just a marketing tool.
Liu Bucheng, an observer of home appliances, believes that the price paid by the (consumer) is determined, but the income is uncertain. This is LeTV's sharing of television. In my opinion, LeTV TV is essentially closer to the MLM model: you have to buy my products, you have to pull me down, you have the qualification to withdraw rebates, and how much you rebate depends on what you buy. How many products, how much to pull down. This is obviously an alienation of television attributes. The essential nature of television is to obtain information and use it as a tool for entertainment, but it is not necessary to transform it into a platform for trading profit.
Comments
It may seem strange that LeTV is in the sharing economy, but it is not accidental. At present, in the entire home appliance industry, the TV industry is experiencing a downturn, and major companies have entered the adjustment cycle one after another. On the road to the reengineering of business models, the red-sharing shared economy has become very attractive.
However, judging from feedback from public opinions, the "shared TV" proposed by LeTV failed to avoid public opinion being questioned or seen as bad as previous shared bicycles, shared charging treasures and shared umbrellas.
The mainstream media has basically maintained an open and neutral attitude towards “sharing TVâ€, but in the media, the voice of questioning is more common.
For example, on Sina Weibo and Wechat platforms, most netizens' message comments reveal a deep distrust of LeTV. This may be related to the fact that LeTV has been trapped in financial difficulties and frequent public opinion for some time. At the same time, some industry veterans vociferously questioned and objectively boosted outside discussions and controversies.
At the press conference, LeTV’s high-level high-profile irony that other shared economic forms, including shared bicycles, were “pseudo-sharing,†and that only LeTV was “true sharingâ€, which was a hot topic in social media. Dare to stand in this position, perhaps on the one hand, in order to gain more attention and create more topics for “sharing TVâ€, on the other hand, it also revealed that LeTV is full of courage and dared to compete with a group of sharing economic enterprises.
However, it is obviously not easy for LeTV to try to “get out of the truth†in the sharing economy. Whether or not "shared TV" is a clear stream, it is still another "story" and it is time to test it. There is no need for public opinion to dispute this.
As industry insiders say, a shared economy based on “commercial purposes†is like a fitting room.
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