Screaming slogans is far from enough to subvert the hard-core smart TV

In LeTV's view, subverting the capital of traditional TV manufacturers, or core competences, is the Internet's thinking and a huge library of content.

Since LeTV launched Super TV, the smart TV price war has never stopped for more than three years. In spite of this, those cross-border Internet surnames who have been overthrown by rumors have not subverted traditional TV manufacturers such as Samsung and Sony. Data show that in the past year, Samsung smart TV market share was 26.2%, Hisense smart TV market share was 16.0%, TCL smart TV market share was 12.0%, Xiaomi and LeTV's market share was only single digits. This performance really made the industry eye-opener. Cross-border people use such a low price, why not subvert the traditional TV manufacturers?

Judging from the smart television products launched by LeTV, Xiaomi, Lenovo, and iQiyi, these cross-border players are more like an Internet TV. Compared with the traditional color TV products, it has two significant features: First, you can access the Internet; Second, you can play all kinds of Internet video content. From a feature point of view, this type of smart TV can also be said to be a large-screen Android phone that can access the Internet.

Smart TV products launched with Internet tags have another significant feature of low prices. When the 60-inch smart TV sells for more than 10,000 yuan, the LeTV 60-inch smart TV only sells for 6,999 yuan. At this point, the low-price recording of smart TVs is constantly being refreshed.

The industry believes that for consumers, the purchase of smart TVs, quality, function is a number of important indicators to music as the price of 6999 yuan Super TV X60, for example, and Samsung, Sony and other foreign brands Compared with the same size products, LeTV's super-television is inferior to foreign brands in terms of image quality, functionality, and fluency of the system. There is also a clear gap with domestic brands. Millet's smart TV products are similar to those of LeTV.

Of course, only from the hardware configuration point of view, LeTV and Xiaomi these Internet cross-border products, and Samsung, Sony and Hisense and other traditional color TV products, the gap is not. The quality of smart TVs can be demonstrated, and technological optimization is needed. The gap naturally manifests itself. Specifically, smart TVs are products that have very high hardware and software requirements. In terms of display technology, smart TVs need to optimize the picture of network streaming media, which is one more than traditional TVs. This means that smart TVs have higher picture optimization techniques. In addition, the quality of the LCD screen technology and LCD module technology need to have a very deep understanding, in this regard, there is no technical accumulation of LeTV and Xiaomi naturally lag behind the traditional manufacturers such as Samsung, Sony and Hisense. What's more, these traditional home appliances still have a long-term channel advantage.


Xiaomi executives exposed Internet TV unspoken rules

A few days ago, Wang Chuan, the vice president of Xiaomi’s co-founder and head of Xiaomi’s TV business, publicly exposed the unspoken rules in the industry and put LeTV in the whirlwind of public opinion.

Unspoken rules 1:999 yuan 40 吋 TV is just a marketing gimmick

Wang Chuan said that LeTV’s 40-inch TV has been advertised for less than a thousand dollars. This surprised the industry. He said that in ten years, the actual price of a 40-inch LeTV is: one-time payment at the time of purchase. Yuan, plus 8 years of annual fees, a total of 5,990 yuan, manufacturers have always claimed that their lowest price, in fact, manufacturers sell hardware at low cost, behind must be thinking of a variety of ways to make money back.

Unspoken Rule 2: Forcing Users to See Ads and Renewals

Not only that, the frequent emergence of the boot-advertising advertisements and compulsory binding of membership fees are also overdrawing the passion of Internet TV consumers. Some consumers pointed out that LeTV must play TV commercials each time it is turned on. Advertising takes about 20 seconds. The legal community pointed out that this type of advertisement is suspected of violating the new advertising law. The new advertising law stipulates that no commercial information advertisements may be sent to their homes, vehicles and terminals without the consent of consumers.

Unspoken Rule 3: External Chains to the Internet Faces Policy Risks

The State Administration of Radio, Film and Television recently released the “No. 181 Document” and made specific provisions for Internet TV, including Internet TV boxes. LeTV, on the other hand, displays "LeTV" in all its screens. It does not see the logos of seven legal broadcast platforms. Wang Chuan pointed out that LeTV did not guarantee the security of its content by accessing the Internet outside the chain without owning copyright. This is not allowed by the State Administration of Radio, Film and Television.