[Using high-configuration hardware to make mobile phones, it is not difficult for any mobile phone manufacturer to do it. It does not differ much from other mobile phone products. "But everyone thinks that just making a fuss on the hardware and making money from hardware is not the future. The idea is the same. LeTV has joined the concept of practice and the industry will accelerate its transformation."]
A group of white robes and stunned devotees were worshipping an apple, and a red boy broke through the encirclement and ran quickly, eating apples in the horror of the people.
On the afternoon of April 14th, after playing the classic advertisement "1984" of Apple, LeTV opened the prelude to the release of the mobile phone with such an ironic advertisement.
This squid that once subverted the traditional TV industry, this time can win in the Red Sea competition of mobile phones? The answer given by LeTV is three mobile phones: LeTV super mobile phone 1, super mobile phone 1pro, super mobile phone max.
It can be seen that the overall shipments of the Chinese smartphone industry are slowing down, and many Internet giants such as Alibaba and Qihoo 360 are flocking. With the end of the conference, the test of LeTV's mobile phone has just begun.
Gong Bin, managing director of Boss Consulting, said in an interview that it is still to be seen whether LeTV will be based on the market in the future. "It depends on whether the LeTV mobile phone can be delivered in time, whether it can achieve the yield rate, whether the brand promotion has a good user conversion, at least two to three months to observe."
At the same time, LeTV's share price fell 1.98%, closing at 90.93 yuan / share.
How is LeTV open?
No accident, at the beginning of the opening, Jia Yueting bombarded the closure of the apple.
He pointed out that in 1984, Apple was a revolutionary. Under the leadership of Jobs, it swept through many industries that were deemed to have been completely monopolized. At that time, Apple symbolized innovation freedom and was the banner of the Internet. But now, Apple's closed model needs to change. This is the original intention of LeTV to do mobile phones. LeTV hopes to do "open loop" and make a new model of the industry.
How does LeTV challenge Apple and build an open platform?
From the hardware point of view, taking the LeTV super mobile phone Max as an example, LeTV officially shows that this mobile phone adopts all-metal body, full suspension glass, no border ID, and supports the type-c interface mobile phone with two-way forward and reverse data lines. 6.33" 2K Sharp screen with a very narrow display edge of 0.8 mm.
From the perspective of software and services, LeTV is making mobile phones from the UI first. Different from the current mobile phone UI system full screen is the idea of ​​APP, LeEco's EUI system has the form of application desktop, happy desktop, live desktop, etc., and the above-mentioned multiple types of desktops are interconnected.
In addition, LeEco's EUI system will cover LeTV's TV terminal, mobile phone, car and other eco-sectors, which means that LeTV super mobile phone will be the key to super car, super mobile phone is super TV remote control, super mobile phone. Through a cloud and multiple screens, the car, TV, and mobile phone cloud interoperability can be realized.
However, for the subversion of Apple, mobile phone manufacturer Wago Technology CEO Fu Zhaowei said in an interview with reporters, "It is unrealistic to say that challenging Apple, it is unrealistic to propose subversion. The two sides are not a heavyweight. Apple is a global mobile phone giant. Gaining the user's own advantages, even if Apple has shortcomings, it just gives the new entrants some opportunities for improvement."
In Fu Zhaowei's view, it is not difficult to make a mobile phone with high-configuration hardware. It is not difficult to distinguish it from other mobile phone products. "But everyone thinks that just making a fuss on the hardware and making money from hardware is not the future. The idea is the same. LeTV has joined the concept of practice and the industry will accelerate its transformation."
"free" mode
Feng Xing, president of LeTV Mobile, revealed that LeTV’s sales target for this year is a million-dollar, and its sales target for 2016 is tens of millions. However, at present, smart phones are already in the Red Sea market. Where is the competitiveness of LeTV phones?
In an interview with the media, Jia Yueting said that the synergy effect of LeTV Ecology is the most important, and the marketing model is secondary. The eco-services that LeTV can provide, such as movies, TV series, sports content and super TV, can make the mobile phone hardware. Free and free for traffic.
Different from the traditional "cost + profit" pricing method of mobile phones, Jia Yueting said that LeTV should break the boundary between cost and price and price it according to the mass production cost.
On-site Jia Yueting announced the cost of mass production of Le 1 and Le 1Pro, including main chip, Memory, RF module, multimedia module, structural parts, packaging and accessories, materials and manufacturing, software and patents, logistics and after-sales. The Le 1 series products are priced according to the mass production cost, and the price is much lower than the initial machine cost, and the selling price is 1499 and 2499 respectively. For the top-of-the-line Le Max, LeEco has published detailed BOM (Bill of Materials) information to allow users to participate in price setting.
"The hardware profit margin has been limited, and the price has been made public in the industry. I think it is a good thing for the industry to disclose the BOM to consumers. The hardware price difference can no longer be continued, but the mobile phone added value is improved through software and services. Fu Zhaowei commented on the reporter. LeTV does not rely on selling hardware to make money, but instead uses the mobile phone business to expand its video business and Internet services to make money.
In addition, the LeTV super mobile phone proposes a new "free" hardware game, hoping to benefit from providing ecological services to users.
For example, the LeTV super mobile phone will provide users with a member machine that purchases a full-screen video membership fee to reduce the hardware price. Among them, for every purchase of 490 yuan worth of LeTV full-screen film and television membership services, the hardware price dropped 300 yuan, that is, "N-year member machine hardware pricing = bare machine price -300 * N yuan", LeTV according to the bare metal price definition of each model The size of N supports hardware price 0 yuan.
This means that LeTV mobile phone products do not rely on operators to achieve hardware free. To put it another way, LeTV has also become an operator, but unlike the three major operators operating communication services and traffic, LeTV is operating content and services.
However, Jia Yueting also said that due to the current lack of shipments of LeTV, some materials are more expensive than competitors, but some key materials can get the same price support as competitors, "because there are suppliers willing to bet on the future."
In Gong Bin's view, making money from software and services is a direction of the mobile phone industry, but it has not yet reached a stage of maturity. "This may need to be formed in the next two to three years."
LeTV is a long way to go
When talking about the ups and downs of LeTV's experience in the past year, Jia Yueting once choked. "LeTV is a company with many fates. I have been like this in the past year. This is related to the character and spirit of LeTV to challenge ourselves, but we don't bow to fate. Even without me, the team can still lead LeTV."
Behind the entry into mobile phones and power cars, LeTV’s financial pressure can be imagined.
Jia Yueting admitted to the reporter yesterday that the funds have always been the shortcomings of LeTV.
"Because LeTV rarely does equity financing, as of today, the equity financing of the LeTV online market system is only more than 100 million US dollars, which is unique in the whole industry." Jia Yueting said that with the rapid development of LeTV, LeTV's non-listed company system Large-scale equity open financing will be carried out, so in terms of capital and capital, I believe that it will be solved over time; in addition, LeTV's own cash flow manufacturing capability is also a very good solution to the problem of the capital chain. the way.
LeTV revealed that LeTV's mobile phone business is indeed starting financing, and many investors are interested in the mobile phone business. Currently, financing work is progressing smoothly and effectively.
In Jia Yueting's view, the funding problem is not a critical obstacle. LeTV's ecology spans the six industries. Whether it can create a suitable ecological organization is even more crucial for LeTV. Only when the organization breaks the border can we break the integration boundary of various industries.
Jia Yueting also said that LeTV's various businesses have invested 5 billion to 7 billion yuan. In the future, non-listed companies will open 50% of the shares to management and partners. For the company's development, the proportion of its own shares in Leshi Online. It can also be continuously reduced.
In response to overseas markets, Jia Yueting said that the world's most important mobile phone market, including the United States, China and India, will focus on overseas investment and patent issues that may be encountered in overseas markets. Leo Smart Terminal Business Group COO Liang Jun said that LeTV has no luck and is ready to conduct commercial negotiations with the patent owner company at a reasonable cost.
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