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1. LeTV regards the price adjustment as "passive" price adjustment, not "active price adjustment"
As we all know, over the past three years since Super TV was born, the pricing has always been constantly breaking through the bottom line of the industry. From the initial BOM cost pricing to the lower than the production cost pricing, LeTV has brought benefits to consumers to the entire TV industry. There is no doubt about the impact. Moreover, LeTV is continuing to lower the purchase threshold of consumers through various activities. The recent "Hardware Free Day" is typical. It can be said that LeTV has always been trying to lower prices and expand the competitive competition. This is also an important factor in the success of Super TV, as LeTV has always been looking forward to promoting the popularity of the big screen.
Against this background, LeTV did not increase the "subjective willingness" of prices. From the point of view of the announcement, we can also draw conclusions. The announcement mentioned that the entire panel industry has experienced tight supply of large, medium, and small sizes in the second quarter of this year. After entering the traditional sales season in the third quarter, the situation of panel supply shortage continued to increase, pushing up the price increase, and the main size in August just passed. For example, the 40-inch/43-inch panel rose by as much as 12% to 15%, and the price of large-sized TV panels also rose. The data of the industry research organization Forward Network is also proof that the TV board price has bottomed out in March 2016. As of July, the price of 40-inch TV panels rose by about US$8 (54 yuan) from 86 US dollars in March, or about 9.4%. In this case, LeTV was forced to increase some models from RMB 100 to RMB 200 to increase the cost of buffer panels. At the same time, LeTV also stated that after the panel prices decline in the future, LeTV will also lower the relevant price according to the situation and give back to the market. Therefore, as the music price adjustment for the "passive" price adjustment, non-"active price adjustment" is completely a last resort.
2. After the price increase, LeTV did not change the original intention of "negative interest pricing"
In another, although the price of some models was slightly increased, the LeTV model of negative interest pricing did not change in the slightest. Take 4 X40 as an example. Its cost is about 2400 yuan, and the current price is 1699, even if it is not considered. The price fluctuation caused by the rising price of LCD panels, if the price increases by 200, then LeTV will still lose 500 yuan. This is why LeTV has been feared by its competitors. After all, looking at the entire TV industry, there is no second enterprise that dares to implement the “negative-profit pricing†model for a long time.
From the whole logic analysis, LeTV's price adjustment will not affect the sales of Super TV, nor will it weaken the competitiveness of Super TV in the market. After all, the price advantage of Super TV is still there, and it still has a powerful killing effect on consumers. force. But this also poses a problem for competitors. If prices do not increase, their profits will inevitably be affected by rising prices of LCD panels. If prices rise, then the price difference between Super TV and TV will pull back to the original level.
In fact, at present, many friendly companies do not increase their prices, because their hardware profits are already high enough. Compared with super-television TVs after price adjustment, their prices are still much higher. If they increase prices, it would be tantamount to death. Goldman Sachs Gao Hua Securities also has a similar conclusion: “LeTV can pass the increased costs to consumers to show that they have confidence in brand strength and pricing power. We believe that the rising cost of TV panels will have a greater negative impact on small brands because Small brands have relatively weak pricing power, and rising costs will squeeze profit margins. On the other hand, we believe that stronger brands (such as LeTV, whose online TV sales account for about 20% of the market) will actually Benefit from it.†From another perspective, this price adjustment will not affect the sales of Super TV, nor will it shake the market position of Super TV. 
3. Not to reduce prices at the expense of configuration and performance, to ensure maximum consumer interest
In the announcement, LeTV also mentioned that Super TV does not cut prices at the expense of configuration and performance. At the same time, there is no shrinking in quality, which is enough to meet users' needs for 5-7 years. This also reflects LeTV's consistent adherence to the "high-quality, high-quality" bottom line, as always, to create quality products for consumers, to ensure maximum consumer interests. This is very rare. For TVs and other home appliances, consumers may not be fully aware of the configuration, performance, and quality of products. Because there is information asymmetry between manufacturers and consumers, many manufacturers reduce their prices, and the configuration, performance, and quality of their products also come down. This practice is a kind of deception to consumers and it is also a harm to their own brands.
LeTV understands this principle. Therefore, it also adopts different general measures for product quality and user experience. For example, in August, LeTV announced the first generation of super TV (S40/GS39/S502D) from August 16 to the end of this year. 3D) As long as the user purchases a 490 yuan worth of 1-year super movie member in Leshi Mall, he can enjoy the new three-packet service for the motherboard for free: free replacement of high-performance and high-quality motherboards; shipping home; engineers come to replace. Plus 99 yuan, but also get 169 yuan worth of music as a super remote control 3. This measure will not only achieve a doubled hardware performance, but also a significant improvement in the software experience, which means that the first batch of LeTV users will enjoy the ultimate experience of advancing with the times, which is difficult for other manufacturers to achieve, but also highlights Let's pay attention to the interests of consumers.
4.919 fans happy ending, big screen ecology continues to give back to users
The music price adjustment will start on September 20th. This is not accidental because September 19 is a music festival. Therefore, LeTV hopes that the fans will be able to buy these upcoming price models at the original price on September 19. . Once you miss the 919 Music Festival, it not only means that users may spend more than one or two hundred to buy some models, but also difficult to enjoy the benefits of buying members 0 yuan to send hardware, double the deposit, the whole spot free shipping - ----
In fact, this year's music as 919 Fans Festival has created a historical record, at 0:15 on September 20th, LeTV announced 919 fans Festival 24 hours. As of 24:00 on September 19th, LeTV's total sales of eco-systems exceeded 4.48 billion yuan, of which LeTV's total sales exceeded 2.48 billion yuan; Super TV sales exceeded 802,000 units, more than double the total sales of 919 fans in last year; The total sales volume of super mobile phones exceeded 1.003 million units, which was 1.7 times the total sales volume of 919 music fans last year; the total sales volume of cool1 dual ecological mobile phones exceeded 307,700 units; the total sales volume of smart hardware exceeded RMB 81.64 million. The sales of 4.48 billion yuan not only surpassed the planned sales target of 4 billion yuan, but also exceeded the total sales of the last 919 music fans and the 414 hardware free day this year.
This achievement also precisely reflects the commercial value of the big screen ecology. As we all know, Letv ecology consists of "platform + content + terminal + application", based on this eco-levision can establish a multi-dimensional, multi-level profit model. Today, LeTV promotes the 919 Music Festival, in order to continuously subsidize the income derived from large-screen ecological operations to users and share ecological values ​​with users.
In the future, as more and more users choose super TVs, this will in turn promote the expansion of the large-screen ecological volume and the growth of value, and form a virtuous circle and a win-win development model for users. This is understandable because LeTV's large-screen ecology is not only an upgrade to the existing stock market, but also creates a new incremental market through the use of mining scenarios to create a more diversified, personalized business. mode.
5. Music as the trump card, competitors are difficult to copy
Judging from this price adjustment, it is clear that LeTV should be able to deal with the entire TV industry's competitive landscape and development trend, because LeTV is very clear about which competitors it is difficult to duplicate in the end. Therefore, there is no pressure on the price adjustment LeTV, it will not affect the status of LeTV, of course, should not be over-interpreted by the media.
When it comes to LeTV's trump card, in the final analysis it is the innovation and subversion of its ecosystem. It is precisely based on this model that Super TV continues to evolve, and LeTV's business model continues to improve. Nowadays, LeTV is not only behind LeTV, which has global coverage, but also LeSok, which is a high-powered store throughout the country. It also includes LeTV, LeTV, LeTV, LeTV, LeTV, etc. To deliver value for Super TV and realize the value reconstruction of “platform + content + terminal + applicationâ€, such a structure can be said to be the only one in the world, and its replicativity is almost zero.
Moreover, LeTV is trying to build each branch into a leader in the industry. Whether it is LeTV, LeTV, or LeTV, each platform has the potential to grow into an industry giant. Some models have even established a leading position in the industry. . In LeTV's view, Super TV is just a hardware carrier. The content and services behind it are the focus of consumers' attention. This also means that under the ecological system, LeTV's trump card can be copied continuously, and the super-television competitiveness can be promoted through strong synergy.
As we all know, the domestic television industry is moving from hard demand to improving demand. In other words, the desire to motivate users to purchase depends mainly on whether the product is subversive and innovative, rather than whether the price is high or low. Therefore, through the 919 music fans festival and price adjustment measures, LeTV further proved the product concept, service concept and innovative ideas of Super TV. We believe this will also gain widespread recognition and resonance from the market.
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1. Enhanced Optical Clarity: OCA glass provides excellent optical clarity, ensuring that the display quality is not compromised. It allows for accurate color reproduction and sharpness, making it ideal for high-resolution displays.
2. Improved Touch Sensitivity: OCA glass offers better touch sensitivity compared to other adhesive materials. It enables precise and responsive touch inputs, enhancing the overall user experience.
3. Bubble-Free Installation: OCA glass is designed to provide a bubble-free installation process. The adhesive layer is evenly distributed, minimizing the chances of air bubbles forming between the glass and the display.
4. Thin and Lightweight: OCA glass is thin and lightweight, which helps to maintain the sleekness and portability of electronic devices. It allows for thinner and lighter designs without compromising on durability.
5. High Durability: OCA glass provides excellent resistance to scratches, impacts, and other physical damage. It helps protect the underlying display from accidental drops or everyday wear and tear.
6. Easy Repair and Replacement: In case of damage, OCA glass can be easily replaced without affecting the functionality of the display. The adhesive layer can be removed and replaced, making repairs more convenient and cost-effective.
7. Compatibility with Curved Displays: OCA glass is suitable for curved displays, allowing for seamless integration into devices with curved or flexible screens. It maintains the smoothness of the display surface without causing distortion or visual artifacts.
Overall, OCA glass offers superior optical clarity, touch sensitivity, durability, and ease of repair, making it a preferred choice for various electronic devices such as smartphones, tablets, and televisions.
LeTV Super TV Passive Price Adjustment Actively Make Money
On the evening of September 18th, LeTV announced the “Lovvision Super TV Part Price Rising Announcementâ€. The announcement revealed that LeTV will increase the price of the fourth generation LeTV Super TV models by 100 yuan due to the continuous increase in panel prices. 200 yuan, the new price will begin at 12 noon on September 20. The release of this announcement triggered a variety of speculations from the outside world. After all, Super TV has always been known for its low price. The price adjustment is somewhat unexpected. So how to analyze the LeTV's price adjustment from a rational perspective?