Since the Alibaba.com double-eleventh party in 2015, the "festival + party" has been proved to be a very imaginative marketing. LeTV, who is good at fancy marketing, will naturally not miss such a popular marketing scenario. After Alibaba revealed that it will continue to build a double 11 party in 2016, LeTV did not hesitate to join the "festival + party" mode of the player team.
LeTV 919 Music E-Commerce Festival was born in 2012. It was originally LeEco's e-commerce event for users based on video websites and super TVs. In just three years, the 919 Music E-commerce Festival has become a feast for the e-commerce industry.
What are the highlights of this year's 919 music fans festival that is good at subverting innovation?
Like the Alibaba built from scratch, LeTV created the “919 Music E-commerce Festival†is also a holiday created to reward users and promote sales. There are people in the industry who point out that “919 Music E-commerce Festival†"It is expected to become China's third largest e-commerce shopping festival tied with Taobao Sept. 11 and Jingdong 618.
With the rapid development in recent years, LeTV has grown from a single video site to a super Internet company that covers seven major businesses, including Levision Cloud and its applications, IP+ content, mobile phones, TV hardware, automobiles, sports, and internet finance. After Alibaba and Jingdong have tried this new form of party, LeTV naturally will not abandon this new form of disregard, "no ecology, no electricity business", in Leshi Mall this ecological e-commerce platform, 919 music fans The Festival is not only a simple e-commerce online shopping carnival, but will be a feast of Internet eco-commerce full of cross-border, cooperation, and innovation. Let's take an open closed-end ecosystem, hand in hand cross-border partners, the entire sales resources , co-directed a subversive anti-big Internet ecology.
This year LeTV 919 Music E-Commerce Festival will be a perfect fusion of technology, culture, and the Internet, will inevitably produce a Spring Festival Gala E-commerce feast.
919 What time does the Music E-commerce Festival begin?
The LeTV 919 Music E-Commerce Festival this year is tentatively scheduled for 21:19 pm on September 19 until 00:19, a full three hours for a total of 180 minutes.
There is still a month away from this year's LeTV 919 Music E-Commerce Festival. Looking back in the past year, LeSco launched a variety of crazy promotional activities to give back fans, and a series of fancy marketing with it is also dazzling. It is reported that starting from July this year, LeTV has been fully preparing for the "September campaign" related issues, and strive to better feedback fans.
The venue for this year's feast is in Beijing, but the exact location has not yet been finalized.
What are the highlights of the 919 Music E-commerce Festival?
Now the CEO of the company's event will basically share the fun with the people. Ma once played at the Alibaba annual meeting. Wang Jianlin also shouted loudly at the annual meeting of Wanda. Jia Yueting played a high-profile appearance at the annual meeting last year, singing a wild field, not I know if this year's 919 music fans feast on Jia Yueting will also stage a song.
If Jia Yueting appears, it will inevitably drive the climax of this feast. This is what LeTV hopes to achieve. To achieve this goal, LeTV will need to find suitable traditional media partners to increase influence from last year's Tmall and Jingdong games. According to the different reactions of the party’s harvest, it is crucial for the TV station selected to cooperate.
Which TV station does LeTV choose to cooperate?
Data show that from January 1, 2016 to June 19, 2016, Zhejiang Satellite TV ratings 0.34%, ranking first in the provincial TV; Hunan TV ratings of 0.32%; Jiangsu TV 0.259%. These provincial-level entertainment and entertainment TVs, which are ranked in the first tier of ratings, all seem to be hand-in-cheek.
Zhejiang Satellite TV, which is adventurous, is undoubtedly the first choice, but unfortunately, Zhejiang Satellite TV has already caught the olive branch of Alibaba ahead of schedule and replaced Hunan Satellite TV as the official cooperation platform for the Double Eleventh Party. Wang Jun, director of Zhejiang Satellite TV, talked about the cooperation with Alibaba. He said that Zhejiang Satellite TV will bring rich creative energy to the Double 11th party and bring more rave reasons to the audience. Even if we do not consider the issue of holding two high-profile evening parties in two months, Zhejiang Satellite TV can not afford it. From the perspective of LeTV, it should not follow the footsteps of Alibaba.
In the remaining Hunan Satellite TV and Jiangsu Satellite TV, LeTV sponsored Hunan Satellite TV for three consecutive years. I was a singer and the masked heroes of Gaesgoga, which were broadcast on Jiangsu Satellite TV, also opened the program of “Can Star + Jiangsu TV + LeTV. "Video" cooperation mode, the two in the close degree with the LeTV. However, taking into account the cooperation of LeTV and Hunan Satellite TV, there will be suspected of being Alibaba's "recuperate", so Jiangsu Satellite TV, which was amazing at the annual LeTV 2016 conference, will most likely once again be a partner selected by LeTV. .
Regardless of which collaboration media LeTV chooses last year, this year's 919 fans' e-commerce evening war is worth looking forward to. At least in the indiscriminate bombardment of various subsidies and advertisements, it is still very interesting for the major platforms to launch new ways for users to actively pay for the bills.
Last year, 919 black music fans sales car party final gratifying achievement, music as super TV sales totaled 355,000 units, super mobile phone broke 572,000 units, smart hardware broken 1.1 million, sales exceeding 1.7 billion, and create eight industry records.
As the headquarters of the 919 Music E-Commerce Festival, last year, 919 music fans electric music festival music as the mall set a hard record in the four industry sales, behind which is not a traditional e-commerce manufacturers to sell gimmicks, discount sales of simple marketing tools, but based on the "platform + Content + Terminal + Applications "Open and closed loop music ecology, cross-border innovation and resource integration resulting from the ecology. As the world's first eco-friendly e-commerce platform, Leshi Mall fully demonstrated the powerful power of the Internet ecology through the 919 Music Festival. How good is LeTV, who is good at subverting innovation, how much disruption will he have in marketing this year? Can it surpass previous years' record? Wait and see!
April and September of each year are the most active months for LeEco. The conference and marketing activities continue one after another. The most interesting ones are “413 Ecological Sharing Night†and “919 Music E-commerce Festivalâ€. This year’s “413 Ecological Sharing Nightâ€, LeTV invited Li Yuchun, He Wei, Li Yu, Huang Zhilie, Li Minxuan, Pu Haizheng, Zhang Yixing, Guo Caijie, and Hua Chenyu to attend the many frontline stars.
During the 2015 919 E-commerce Festival for fans, there were also many celebrities and big coffee stations helping out: Jia Nailiang, Du Jiang, Hai Qing, Geng Qin, Yu Quan, and other showbiz stars rushed to purchase music products, while rewarding praise for the 919 music fan festival. Regardless of sales volume, attention and influence, the 919 Music Fan Festival has been tied with Tmall 11 and Jingdong 618, becoming one of the three major shopping festivals of China Electric Commerce.
What kind of star lineup will be played this year? I think it is absolutely amazing!
What new games will the 919 Music E-commerce Festival have?
Since the game of “festival + party†is established, it is imperative to increase the interaction with the audience. It is expected that there will be on-site promotion activities on the venue at that time, for example, the lottery should also be linked to the audience at the evening. The use of music as the client shakes red envelopes, so that the audience in front of the TV also have access to gift vouchers, red envelopes and other gifts, encourage users to directly participate in the on-site purchase, online payment, while looking to buy!
At the same time, the 919 Music E-commerce Festival also used ecological openness, introduced partners in different forms, and jointly devised cross-border countermeasures in Leshi Mall. Among them, there are more than 10 LeTV eco-advertising customers participating in the 919 Music Festival, including Easy Access, Mengniu, Luyuan, Siemens, Kaola Mother, Furuy Che Mei, Melli Medical, Howard Johnson City Flower Hotel, etc. Companies have taken huge amounts of money to participate in it.
What is more worth looking forward to is that after the former president of Huawei Glory as the chairman’s special advisor, he proposed the “531 Planâ€, which is the goal of achieving a year-long sales volume of over 100 million Coolpad mobile phones, returning to the industry first, and a cool market value of five billion yuan over five years. Cool Eco-transformation has become the focus of manufacturing companies, and the transformation of Cool has also provided them with a reference.
It seems that LeTV's play on the 919 Music E-commerce Festival is full of imagination, let us wait and see.
Who is the audience facing the 919 Music E-commerce Festival?
According to the LeTV.com 2015 brand user research report provided by Peking University, 73.5% of the fans have a university degree or above in education and income. 55.7% of the monthly income is 6,000 yuan and above, especially the monthly income of fans is over 12,000 yuan. The number of people reached 20.5%. In terms of profession, 88.0% of the fans are white-collar workers and 36.1% are managers. The professional status of the fans is high and their socioeconomic status is relatively high.
The group of fans is a group of young and middle-aged people with highly educated high-income, high-level work, and a happy family. The market believes that a platinum fan is enough to match the fan base of 5 or 6 users. Moreover, fans are of high quality, enjoy high-quality technology products, and have a deep attachment to LeTV products. Many fans are marketing managers for LeTV.
In fact, LeTV's ecosystem-based products and services precisely touch the pulse of the young generation platinum users. Taking the Super Bowl mobile phone sales champion as an example, the LeTV super mobile phone users are mainly based on "80s" and "90s". The trend of youthfulness is obvious. More than 20% of super-mobile phone users have opted for eco-service-supported LeTV members. Guangdong, Beijing, and Shandong are the top three mobile music users in China. Video applications surpass gaming and social networking to become the first in the ecological mobile phone market. LeSco's content reserves, cost-effective mobile phone hardware design, fashion design and ultimate experience will enable LeTV to firmly grasp the hearts of these users.
E-commerce industry analysts have analyzed that traditional e-commerce self-built festivals rely solely on price reduction promotions to obtain only temporary traffic, which does not help much in accumulating user data. Users to buy full discounts, this user's secondary purchase rate is low, it is difficult to transform into a loyal user, that is, rely on money can only buy behavior and can not be replaced with loyalty. LeTV's new products can continue to receive the support of users and have a strong brand name. On the one hand, it is the ecological countermeasure brought by LeEco's eco-type e-commerce, and it is inseparable from LeTV's attention to the construction of fans' communities. Only by associating online and offline activities to increase user activity and innovative marketing methods can we truly create an innovative e-commerce model.
Keeping an eye on 919 music fans festival
LeSports Eco Mall has been a great success at the 919 Music E-Commerce Festival for the past three years. The core element is actually the majority of LeTV's ecological users. It is a recognition of LeTV's products and services.
In recent years, with the gradual growth of business lines, LeTV has become an innovative Internet high-tech company with more than 50 million daily users. The eco-model of “Vertical+Content+Terminal+Application†that is vertically integrated by LeSportEcology, now LeTV has developed into an “aircraft carrier†ecological company spanning multiple fields. The perfect fusion of content and intelligent hardware sales, soft Hard to escort for LeTV. Once this kind of integration is successful, it will surely become the biggest affirmation of the open ecology of LeTV, and it will also become a model of future Internet eco-marketing and dissemination.
With the development of the Internet, TV stations have gradually bid farewell to a single-minded situation, and the status of video websites has skyrocketed. Then, how will LeTV see new tricks at the upcoming 919 Music E-commerce Festival? In particular, LeTV and TV media have taken the initiative for the first time, and everyone is looking forward to it. Jia Yueting will create a unique ecological e-commerce feast which is worth looking forward to!
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