LeTV took 20,000 goods in 30 days, Li Jiaqi completed 2 seconds

LeTV lived in 14 days with 20,000 yuan, which was one of the 30,000ths of the August performance in the East, while Li Jiaqi only took two seconds.

Many companies want to be the next New Oriental, and LeTV is one of them.

When it comes to LeTV, many netizens should be puzzled, "LeTV is still alive." In fact, LeTV has been helping himself after negative entanglement. Coupled with the copyright of classic drama such as "Zhen Huan Biography", LeTV lived well, and even because there were no 996 and inner rolls, they were seen as a fairy company. After witnessing the counterattack of New Oriental, LeTV came up with a new way for self -help -live broadcast.

But as New Oriental's loneliness at the beginning, LeTV's live broadcast of LeTV, which was still trying water, was a bit unsatisfactory. Even because of "LeTV's 30 -day live broadcast of 14,000 yuan with 20,000 yuan" was hotly searched. This result can't be carried out in the cargo circle. In August, Oriental selected sales reached 600 million yuan, which was 30,000 times the 30 -day performance of LeTV's live broadcast.

If you want to be New Oriental, LeTV may have a long way to go.

LeTV Test Water Live and Capital "Thirty Days Live 14 Warbers 20,000 yuan"

Live and cargo is becoming a good medicine for the saving map of many companies. First of all, Luo Yonghao rely on the live room of "making a friend", and in just one year, he completed a "true biography" of hundreds of millions of yuan. Later, New Oriental used "Eastern selection" to start a new trend of knowledge and goods. After that, a large number of enterprises poured into the live broadcast room, such as Gree, good future, etc., all wanted to copy the successful experience of the former.

Recently, LeTV also joined the list of live self -rescue. The news about "LeTV's 30 -day live broadcast of 20,000 yuan in 30 days" was rushed to the hot search, which attracted the attention of netizens.

In fact, LeTV's live broadcast and cargo will be followed as early as the end of July. At that time, New Oriental became popular with oriental selection overnight, and the stock price increased by 678%for more than three months. Seeing such a strong gold absorption ability, many companies have begun to recruit anchors and march to bring goods.

At the end of July, LeTV Video released an announcement of recruiting anchors through its official Weibo. Unlimited age and gender, the conditions are "teachers in the education industry", "knowledge of astronomy and knowledge", "funny humor versatile" and "" Zhen Huan Biography "tenth -level scholars", you can register only one item. Obviously, behind the funny recruitment, it reveals that LeTV wants to target the ambition of the Oriental selection. By the end of August, LeTV once again encouraged employees to live broadcast and launched the "LeTV Employee Opinion Anchor Challenge". At the autumn communication meeting of LeTV, the relevant person in charge was bluntly, "After the selection of the East is very encouraged, LeTV is trying to become the next New Oriental."

But in terms of effect, it is not so simple to become the next New Oriental.

According to Feigua Data Platform, as of September 20, LeTV carried out a total of 12 live broadcasts and sold 29 products in the past 30 days. Among them, the products sold were mainly LeTV's products, and finally completed GMV 11.6 million.

At the beginning, of these 12 live broadcasts, the highest GMV was September 19, after 10 and a half hours of live broadcast, the 77,000 GMV was completed. In the live broadcast, 6 sold 6 units worth 4,699 yuan LeTV TV, as well as 11 TVs worth 1599 yuan and 12 elderly smartphones worth 599, respectively.

In addition, there are two live broadcasts with over 10,000 GMVs, which mainly sells TVs, electric toothbrushes and other products, and the sales quantity does not exceed ten pieces. What's even more miserable is that there are even two GMVs in the remaining live broadcasts, the lowest is 648 yuan.

In this time LeTV's test water for live broadcasts, it was not until September 14 that a single GMV broke 10,000. The first TV was sold on September 19. LeTV official also left a message saying, "For a week, all members are all members. When the anchor is not easy, the anchor is not easy. "At present, the anchors of LeTV seem to be not familiar with the live broadcast process, but simply introduce goods and preferential activities, and even frequently touch the prohibited words because of unfamiliar words. According to statistics, on September 16, LeTV's Douyin Live Room was blocked four times a night.

Taken together, although LeTV has received a certain degree of attention on social platforms such as Weibo, it has not helped it to achieve too much drainage in the live broadcast room. LeTV live, the future is still long.

Compared with Oriental selection, since June to August of this year, its sales have reached 708 million yuan, 622 million yuan, and 60 billion yuan, respectively. In terms of traffic, in August, the average viewing volume of Dongfang selected live broadcast rooms reached more than 16 million. According to Yu Minhong, the GMV that has been selected for one day in the East is higher than in the past six months.

Although from September 14th, GMV broke through 10,000 to 70,000 on September 19, and LeTV's live broadcast has made rapid progress. However, from the perspective of the disparity gap between the two, whether LeTV can become the next New Oriental needs a big question mark.

LeTV Self -rescue entering the smart home

In fact, there are many companies that want to be the next New Oriental, why is LeTV come out? Netizens' comments Daoming's reason, "LeTV is still alive?"

LeTV was founded in 2004 and gradually developed under the leadership of Jia Yueting. On August 12, 2010, LeTV was successfully listed on the GEM of the Shenzhen Stock Exchange and became the "first share of A -share network video".

At the end of 2016, the entire LeTV system broke out in the financial crisis, and Jia Yueting, who had a debt of 10 billion yuan in debt, ran away from the United States. From then on, there was a story of his "return to China next week". LeTV is shrouded in the shadow of losses, layoffs, and debt. In 2020, LeTV, who was lack of art, was forcibly delisted by the Shenzhen Stock Exchange. According to Flower Shun Data, in the five years from 2017 to 2021, LeTV lost a total of 33.9 billion yuan. Today, the domestic video platform market has long been divided by mainstream platforms such as Tencent, iQiyi, Youku, and Mango TV. When everyone thought that LeTV had withdrawn from the rivers and lakes, they did not know that LeTV was still stubbornly rescued, and gradually began to notice again.

In the Spring Festival of 2021, in the Datong Digesting PK tide of various large manufacturers, LeTV made the word "owe 12.2 billion" for its LOGO. 20%. After trying this sweetness, LeTV replaced the APP icon many times. LeTV's reputation has been in silence since then.

In the first half of this year, "LeTV still has more than 400 employees", "LeTV employees do not have 996 and inner volumes", "LeTV relied on Zhen Huan to support" and other topics, etc. This company that is about to be forgotten has become a fairy company in the eyes of "social animals".

In fact, in recent years, although it has been carrying huge debts, LeTV not only lives, but also lives well.

At present, the LeTV brand is mainly composed of two companies, "LeTV" and "Le Rongzhin", which mainly include two aspects: hardware and content. Among them, LeTV's main products are LeTV video, and the revenue mainly comes from member income, copyright business and TV series distribution. Not only "Biography of Zhen Huan", LeTV also holds the copyright of "Happiness Like Flowers", "Prince Prince Promotion", "White Deer Plain". According to LeTV annual reports, LeTV realized revenue of 468 million yuan during the reporting period, of which members and distribution business achieved revenue of 396 million yuan, and TV drama distribution revenue was 95.59 million yuan, which was growing up year -on -year.

Lerong Zhixin takes hardware production and content operations as its main business. Hardware business is also the focus of LeTV's efforts in the past two years. In the past year, LeTV has launched three entry -level mobile phones: LeTV S1, LeTV Y1 Pro, and LeTV Y2 Pro; and released three new TV products at the 2022 fall conference.

For the next stage, Li Xiaowei, vice president of LeTV Smart Ecology, said that LeTV will start with super TV and mobile phones, cut into the smart home track, and further expand the ecological layout to launch air purifiers, screen sweeping robots, gateway, routes, smart table lamps, smart table lamps , Smart sockets and other more ecological products to establish smart ecology.

In fact, in recent years, as consumers have a strong demand for various smart devices in family scenarios, smart homes are becoming one of the important markets in the consumer technology field. Haier Zhijia, Huawei, Xiaomi and other manufacturers have become the smart home track Power player. LeTV entered the game at this time, it was obviously not advantageous.

However, from the perspective of LeTV's live broadcast, it is also the main hardware product of the company's own company. In the future, it is very likely to become an important sales channel for LeTV smart home products. If it can really become "the next New Oriental" and get huge traffic support, then at least it can help LeTV to open up sales channels and become a great magic weapon for the company to enter smart homes.

From this point of view, LeTV has entered the live broadcast to bring the goods, but there is actually a larger territory.

Ferry field LeTV is difficult to have advantages

Undoubtedly, the competition in the live broadcast industry is becoming increasingly fierce.

According to the three core elements of the live broadcast of the "people cargo farm", LeTV's live broadcast and the challenges are not small.

First of all, from the perspective of "people", the power of IP is very important. On September 20th, Li Jiaqi, who had stopped broadcasting for more than three months, was broadcast live on Taobao, and did not live broadcast on any social platform. Just by passing by the mouth between fans, a large number of netizens poured into the live broadcast room in an instant. In just 4 minutes, the viewing of the field broke 10,000; ; At the end of the two -hour live broadcast, the final viewing volume exceeded 63.5 million, and the praise exceeded 160 million. According to the data of Soochow Securities, 63.5 million single viewing volume, even more than 618 such as 618 promotion periods of 40 million to 50 million views. If the sales data displayed by the shelves is roughly estimated, the total amount of this live broadcast is more than 120 million yuan. During the days when Li Jiaqi "disappeared", there was often the voice of "the market no longer needs Li Jiaqi". And this return, once again verified Li Jiaqi's ability to bring goods. Behind this, one reason that cannot be ignored is the trust and pursuit of Li Jiaqi's personal IP.

In addition, Luo Yonghao successfully pushed a friend's live broadcast room to the C -position of the live broadcast room with his personal IP; New situation.

In contrast, there are no anchors with the characteristics of the circle, and even the anchors are not very proficient in the live broadcast process. Fortunately, LeTV, who occupied the upper hand in the public opinion field, harvested the favor of fans. There are no shortage of encouragement and suggestions in the barrage and fan base in its live broadcast room. From the perspective of anchor, LeTV also needs to discover the potential of anchor group as soon as possible. From the perspective of goods, whether it is Taobao's Li Jiaqi, Douyin's friends, oriental selection, or fast -handed Simba, it belongs to the full -category live room. This is also an important magic weapon for their ability to bring strong goods. For example, Li Jiaqi's core target customer base is "all girls", which is aimed at the people with the strongest consumption power. In LeTV's live broadcast room, the selection of products is mainly concentrated in 3C electronic categories, and positioning is more like a brand official live broadcast room. I am afraid it is difficult to become the next New Oriental.

Moreover, in the live broadcast room, the homogeneity of commodities has also exacerbated competition among the anchors. Recently, the anchor of the Internet celebrity Sima said that the corn was on the ground, and the peasant wholesale and sale were seven cents and one spike. The price of a live broadcast room was added to six dollars, implying that the Oriental selected expensive corn. Afterwards, Dong Yuhui explained that the cost was different because of the corn of different varieties of different origin. And some costs come from all aspects of the supply chain. On the social network, the topics such as "Simba ， 在 在 在 在 在 在 在", "Dong Yuhui responded to the selection of 5 hair corn to sell 6 pieces in the East" and other topics and other topics, successively boarded the hot search, causing netizens to stand for the team. Seeing wisdom about the statements of both parties, but behind this, it also explains the intensity of competition in the live broadcast industry.

From the perspective of the venue, the live broadcast field selected by LeTV is Douyin, which mainly trials the live broadcast of water through the two accounts of "LeTV" and "the daily life of the marketing department". At present, the two accounts have accumulated 58,000 fans and 2.29 million fans, respectively. As a marketing and channel tools, the value of Douyin is that if the product is selling well in other channels, it will only be enlarged in Douyin. LeTV's self -ridiculous marketing is exactly the content attribute of Douyin, which helps help him accumulate fans. However, from the perspective of the goods sold, it is very likely that it is only to attract fans to enter the live room, and the conversion rate is extremely low.

In addition, LeTV, who is ridiculed by self -deprecation, is difficult to cover up negative news in the past. In this way alone, the gap between New Oriental has opened.

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