After LeTV delivered 919 sales to exceed 4.97 billion yuan, and super TV sales exceeded 866,000 units, the industry lamented LeTV’s marketing capabilities and turned its focus to rival rivals, Xiaoye. And after eight days, at the autumn new product conference of Xiaomi, Xiaomi announced that it would open a strategic cooperation with Tencent, and all the copyright content of Tencent's video would be pre-set on Xiaomi TV. At this point, Xiaomi TV officially entered China’s top three content giants. Compared with LeSco's crazy sales, the collection of three-piece BAT video millet TV will bring more worries to LeTV.

Focus and cross-border

Previously, content dispute between Xiaomi and Leshi was still talked about. After a year later, LeTV still walked on the road to burning money to buy copyright. Xiaomi continued to continue the model of integrating content. At present, from the user's point of view, it is of course more advantageous than a single source.

At the Xiaomi press conference, Wang Chuan displayed such a video content as a percentage of the Tuli press comrades.

In terms of content, Xiaomi TV announced that in addition to iQiyi and Youku Tudou, which have always had capital cooperation, they will also cooperate with Tencent Video. The content of these three video websites will appear on Xiaomi TV. According to relevant data, in the proportion of daily average coverage of the top ten video websites, the above three accounts for over 80% of the total.

Behind the iQIYI, YouTou and Tencent videos are Baidu, Alibaba and Tencent. The millet television alliance with the three major video giants undoubtedly became the only TV brand with three BAT content resources. In addition, Xiaomi TV will also collaborate with various heavyweight content partners such as PPTV and BesTV.

For LeTV's purchase of copyright, Wang Chuan made a surprising flag: "We will never purchase copyright." The reason for this is that once the copyright is purchased, Xiaomi TV will compete with the video website and repeat it.

Compared with LeTV, which prefers cross-border competition, millet TV is more focused on its own, not on the team, and is not biased. When the balance is destroyed, the “desperate” flowers that may have to be forced have to be packaged as “blinded "Because once it stops, the entire ecological chain will instantly collapse.

Step by step and walk with the sword

From Jia Yueting's comeback, LeTV began to embark on a hurricane-rushing road, establishing music as an ecological counterproductive, buying copyrights and self-control, releasing music as a mobile phone, and launching LeTV as the profit model for hardware negative profits... Even in the Internet age that is now open LeTV's approach is still a sword-fighting bias, which is questionable, and Jia Yueting also boasts of being a “crazy” who is not understood by the world.

Millet's expansion is step by step, from the launch of MIUI to rely on mobile phone hardware to start, and then Xiaomi pushes the box, tablet, millet TV. The box and the millet TV are the TV screens occupying the living room. The tablet is the flat screen of the occupying bed. Using the success of the millet mobile phone and the accumulation of MIUI, this is a very natural process. Occupy the user's three screens, each step is steady and steady. This is also in line with Wang Chuan said: "Millet is a healthy company."

For Xiaomi TV, accessing iQIYI, Youku, and Tencent videos also follows Xiaomi's consistent pursuit of quality. The internet TV industry erodes the market with self-defeating methods, and the sustainable development of the company will be worrisome. In addition, the Internet era is becoming more open and transparent, and the secret of LeTV’s negative interest in hardware and its sales performance have been repeatedly embarrassed. This is also the reason.

And Xiaomi’s “empire” is built up step by step. The basis is that starting from the Xiaomi mobile phone, the huge amount of Xiaomi’s mobile phones determines the value of the entrance. Xiaomi uses this as a basis to do various acquisitions, investments, and cooperation, and millet. In this way, TV integrates content to create the millet TV content empire under the established millet empire model. If the speed is not up to speed, after the sword moves forward, it is very likely to become the "Sword of the Hanging Top."

Cost discount and sentiment premium

On the second day of the 919 Music Fan Festival, LeTV announced that some models would increase their prices due to the large price increase on the upstream panel. In order to ease the loss situation, LeTV had to raise prices. Behind the increase in prices, LeTV's short-term model is also exposed.

Wang Chuan also announced that: Millet TV will not increase prices.

Undoubtedly, LeTV’s “negative interest” strategy has indeed won a large market, relying on the “platform+content+terminal+application” ecological model to “feed back” the hardware, establishing a user base at a low price, and then passing members. Paying and analyzing users' habits to deliver ads more accurately, launching desktops for children, games, and shopping. In addition, these members, value-added services, cooperation, and advertising revenues have been included in the total profits of LeTV listed companies, showing the market a beautiful report card.

Wang Chuan said, “Only about 10% of paid content is available on Xiaomi’s TV. The core is this. There is not enough free content, and you definitely won’t come. You don’t look at paid content here, and free content is enough for you to see. "Relying on locking LeTV members to lock users, when LeTV announced a price increase, this model has become unreasonable.

Compared with traditional TV manufacturers, LeTV millet is good at injecting emotions into hardware, creating discounts at the same time as cost discounts. After users' curiosity, aesthetics, and the threshold for experiential pursuits are all raised, they are still impressed with feelings and stories. Ultimately, the return of the product is the vicissitudes of life.

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