5 million units of sales, 15 million units of the goal, what is the success of LeTV mobile phone?

Set micro-network news, text / Chen Yi "Le 1S this national flagship, daily sales is the daily production capacity, production capacity is sales, so today we have ushered in a LeTV mobile phone 5 milestone, lasted eight months, accurate In 245 days, the total sales volume of the overall LeTV super mobile phone has reached 5 million units." Feng Xing, senior vice president of LeTV and LeTV, president of LeTV Mobile, announced this good news at the LeTV Mobile Milestone Night Annual Conference and announced 2016. LeTV Mobile has targeted the domestic shipments of LeTV's super mobile phones at 15 million units. 2016 is a watershed in the mobile phone industry. Two types of companies can survive in early January 2016. When LeTV Mobile conducted its year-end inventory, it announced that it will sell 4 million mobile phones in 2015. After only 20 days, LeTV once again announced the total number of super mobile phones. The sales volume has reached 5 million. In the period when the overall development of the industry is slowing down, such rapid growth is rare. Feng Xing pointed out more than once that "super mobile phones are in short supply, and current production capacity is equal to sales." In the past year, the domestic mobile phone industry can be described as a red sea, Samsung negative growth, apple and millet growth slowed down, and many enterprises have closed down one after another. phenomenon. In this regard, Feng Xing said that although the domestic 400 million units are based on the market capacity, the annual growth rate is almost zero, and the demand for pure hardware is saturated. The pure hardware era of the mobile phone industry has passed. LeXue, Senior Vice President of LeTV Holdings and President of LeTV Mobile, is facing the reshuffle of the mobile phone industry in 2016. Which companies will be out? Feng Xing pointed out that "2016 is the watershed of the mobile phone industry, the mobile phone market will be re-divided, and the two types of enterprises will not fall. First, enterprises with hard technology, although the pure hardware era has passed, but the mobile phone is still a concentrated today. A large number of high-tech products with high-tech achievements, in the future, it is necessary to quickly acquire core technologies by making money from hardware. Second, enterprises that do not use mobile phones as hardware, and enterprises that use model innovation. There are two types of innovations: technological innovation and one mode. Innovation, these two types of manufacturers have long-term survival and development possibilities. "LesVision's magic weapon: hardware technology + ecological model industry environment is severe, 2016 will accelerate the reshuffle, then where is the mobile phone industry? Feng Xing used one of the hottest economic terms "supply-side reforms" to express his feelings. He believes that the mobile phone industry also needs to carry out "supply-side reform." The growth rate of the mobile phone market is slowing down, demand is saturated, overcapacity, hardware is highly homogenized, and low-cost competition is heating up, which limits the development of the industry. Reform and optimization must be carried out from the supply side. The mobile phone industry must proceed from the improvement of supply quality and promote the adjustment of industrial structure by means of reform. The quality of supply is not only the quality of the hardware, but also the quality of service; not only the usual after-sales service, but also the ecological services that meet the needs of users. Feng Xing emphasized that "LeTV is a model innovation. The hardware of LeTV's super mobile phone is not lost to any peer hardware, but our bigger innovation is our ecological strategy and subversive business model. We use mobile phones as a service platform, mobile phones. It is an important entry point for us to obtain Internet users. "There are data showing that in the past 2015, LeTV patent applications have accumulated more than 5,000 patents, and the patents cover the United States, India, Russia, Taiwan and other countries and regions. In December, LeTV Company broke the number of patent applications in a single month by more than 1,200. Among them, on December 15, LeTV set a new single-day application volume--the number of patent applications on that day was 178. In this regard, Feng Xing said to Ji Wei. We are paying special attention to the accumulation of patents and patent applications. Experts have been set up to set up a special team. The speed and scale of our patent application is getting bigger and faster, and this is getting faster and faster. It is our performance that attaches importance to science and technology and attaches importance to industrial laws. LeTV's technical accumulation has shocked the industry. The rapid advancement of patent applications reflects the importance of intellectual property rights and is also a reflection of LeTV's pursuit of hardware. All channels are equally important. Operators contribute one-third of the ecology of LeTV. I believe that everyone is no stranger to it. It is the open closed-loop ecological model of "platform + content + terminal + application". In this ecological model, the subversive business model of content subsidy hardware is adopted. First, it is priced according to the mass production cost. Later, it is lower than the mass production cost pricing, and the hardware purchase can be realized through the income of the membership fee. In addition to the 15 million units of shipment target, eco-operation is one of LeEco's most important strategies in 2016. Now in the trading mode of the channel, LeTV has proposed a trading mode of omni-channel, multi-variety and three-dimensional combat. Feng Xing explained, "For LeTV, there are four major channels: first, its own mall. Second, close partners, online third parties represented by Jingdong, Tmall. Third, offline Lepar market, the fourth is the operator channel. "LeTV mobile phone will be fully offline next year, the development of mobile phone LePar store, and the traditional TV LePar will also carry out mobile phone services, improve the offline layout of mobile phones. Wu Zhaoxiang, general manager of China Unicom's sales department, said that since November 6, 2015, China Unicom rigidly underwrote the LeTV mobile phone 1.3 million units. In 2016, China Unicom will ship 5 million LeTV handsets. In 2015, the total sales volume of LeTV's mobile phones was 4 million units, of which Unicom underwrote 1.3 million units, accounting for almost one-third of the total sales. In 2016, China Unicom's target was set at 5 million units, and it also occupied the LeTV sales target. One of the points. Since the beginning of the previous year, with the reduction of operator terminal subsidies, the role of the mobile phone industry in operators has been screaming, Feng Xing does not think so, he believes. "China's operators are still an important player in China's terminal industry, and even the global terminal industry, and the important thrust of the industry. The players who sing the decline operators are only those who take hardware to the operator subsidies." Feng said 2G to 3G is a stage of upgrading. The three major operators have rapidly expanded their user scale. From the 3G to 4G era, telecom operators have already squandered their demands. The biggest appeal is the UPER value of the stock users. . Today, 4G operators' revenue sources are mainly data and traffic. It is reported that the average monthly targeted traffic of LeTV mobile phone users is 1.2G, which is much higher than 800MB of Apple mobile phone users. In the 2015 performance, the operator channel contributed nearly one-third of sales, but LeTV does not believe that the operator channel will become the main sales channel of LeTV. Feng Xing stressed, "Operators are very important, but they are by no means unique. We must be equal to all channels, because there is no online enthusiasm, no online marketing, no open marketing campaigns, and operators are not so hot. Now the results of each part are the result of perfect mutual promotion. "2016 LeTV mobile phone sales target of 15 million, planned production capacity of 30 million before, there are media reports, in 2016, LeTV mobile phone domestic sales target positioning 15 million units, With a production capacity of 30 million, the overseas target is 15 million units. However, is this really the case? Feng Xing clarified that 15 million sales, at least 25 million capacity planning. Considering the reasons for the rapid growth in performance, we are doing 25 million to 30 million capacity and planning. Overseas this year is still the main goal of ecologically comprehensive landing. At the same time, he stressed that "LeTV's sales target of 15 million this year (excluding overseas), and another 15 million is the preparation and planning of the necessary capacity for our target sales of 15 million, is a dynamic number." The general industry rule is that the planned production capacity should be increased by 30%-50% based on the planned sales volume. The logic of this margin is mainly to consider the line equipment refurbishment, worker scheduling and stock preparation. It is reported that 15 million units are LeTV's bottom-selling targets, and overseas target sales are expected to be 20 million units. Regardless of the sales target of 15 million units or 20 million units, the planned production capacity of 30 million is scientific, the production capacity is not equal to the sales volume, and the figures need not be over-interpreted. In 2015, mobile phone manufacturers have gone overseas to find a new blue ocean market. Feng said that in terms of overseas strategy, LeTV will focus on ecological comprehensive landing. For example, in the mature European and American markets, LeTV and the United States have related industry coverage, and LeTV Mall has also been trial-run. In emerging markets, it signed a contract with Thai operators in December last year. At the Indian market conference in the past few days, LeEco announced its local ecological plan. The LeEco eco-model, which uses the ecological model to accumulate high-value users, has gradually landed overseas.