OFweek smart home network news only four years, the color TV industry has completed an intelligent upgrade, the realization of the popularity of smart TV. In this wave of industrial upgrading, Internet companies successfully entered the traditional TV market and occupied a place. With regard to the rise of Internet TV brands, the industry often categorizes credit for low prices and brands smart TVs with low prices. However, in Liang Jun’s view, this is only an initial strategy for attracting users’ attention in the development of Internet TV brands. It is impossible to achieve a scale that is constantly improving, bigger and stronger, and it is impossible to realize only by low prices. The core is still products and services. On the last day of the last month, LeTV announced its new product, and announced that its sales target for 2017 is “to protect 7 million units and compete for 8 million unitsâ€. This goal has also caused hot debate in the industry. On the one hand, according to the previous development of LeTV Super TV, the annual sales volume has doubled from the previous year, such as 1.5 million units in 2014, 3 million units in 2015, and 6 million units in 2016, according to this trend 2017 should be The target of 12 million, 7 million and 8 million units is obviously lower than this expectation. On the other hand, in 2016, sales of 6 million super TV sets not only sat firmly on the domestic Internet TV brand, but also ranked first in the domestic color TV industry, which was equivalent to that of some old color TV giants. The goal of 7 million TV sets was also insufficient. strange. Speaking of LeTV Super TV in just four years, catching up with the old brand that has been developing for more than 30 years, Liang Jun categorized the first contribution as the development trend of color TV, namely the transition from traditional TV to smart TV. Liang Jun told the Beijing Business Daily reporter that in this round of intelligent opportunities for color TVs, LeTV not only captured, but also saw this trend earlier than peers. In fact, LeTV was indeed the first Internet company to enter the color TV industry. As early as May 2013, it launched the Super TV S40 and X60 to open the smart TV era. At the beginning of development, LeTV was quickly occupying the market with its “double performance, half price†strategy. Some industry experts even pointed out that LeTV Super TV was initially based on cost pricing, even negative-profit pricing models, which triggered the collective imitation of Internet TV brand followers, indirectly leading to color TV industry for many years "increasing income." According to the latest data from Ovid Cloud Network, the retail sales volume of color TV in 2016 was 50.89 million units, up 7.8% year-on-year; retail sales volume was 156 billion yuan, down 1.8% year-on-year. LeTV Super TV was originally a low-cost strategy, but in Liang Jun’s view, this is not the main factor in LeTV’s rise. "It's not cheap stuff that can be easily sold," Liang Jun said. LeTV is spending a lot of time on product experience. Whether it's the Internet experience or the hardware itself, there has been a lot of investment. After a user purchases a product, in the process of use, whether it is good or bad is not a matter of propaganda and price, but the product itself. "A very good product, the price is relatively low, so that we have the opportunity to quickly seek a breakthrough in this market." Liang Jun believes that the super TV business model does not rely on hardware to make money, you can use other income to subsidize hardware, such as members Fees, advertisements, etc., prices can be made relatively low, so that there is a strong contrast with competitors. At the same time, Super TV does not lag behind its competitors in terms of product service and quality. Instead, it can provide better services. Liang Jun also bluntly said that after Super TV had initially entered the market at a low price, the second-stage strategy was that hardware would not be lost, but it would not rely on hardware to make money. Super TV profits come from services, and services need good hardware support. Therefore, Super TV spends a lot of money on hardware investment. "Now I am more than a hardware company in research and development, not to mention other Internet TV, I think we (R & D) are 2 times, 5 times, even more, we are a serious sense of hardware , not to the factory to put a license, are their own design." Liang Jun said. Industrial watcher Hong Shibin also believes that simple low prices will not work in the color TV market and will not last long. Looking at the entire Internet color TV camp can also see, storm, popular, mango, PPTV, etc. are cut into the market at a low price, and some products are even lower than LeTV as the price is lower, but sales are far less as LeTV. Improving product technology and service innovation is the direction that Internet TV manufacturers should strive for.