How much does LeTV eco-marketing cake make ecology into a business?

For the brand, the mobile phone is not only the entrance to the mobile Internet that carries the web application and user stickiness, but also the connection point of the future intelligent era. Smartphones connect terminal devices to expand the use of Internet users. Therefore, in recent years, the battle for the mobile phone screen has become increasingly fierce. Not long ago, LeTV was officially released as the most popular topic in the IT internet circle. However, Jia Yueting repeatedly emphasized that LeTV is not "for making money on hardware," but an extension of LeTV's vertical integration. In the game of eco-marketing, how does LeTV plan?


Content self-control + 5-screen self-owned LeTV's one-stop ecological marketing layout

Content is the foundation for users in this digital era. Terminals are channels that face users directly. If you want to occupy a place market, both are indispensable. At the same time, this is also a very important two-ring in the vertically integrated integrated ecosystem of "platform + content + terminal + application" that LeTV has always emphasized.

From the standpoint that BAT has established its own entertainment company, grasping content initiative is crucial to building an ecosystem. The company launched a series of high-quality movie dramas such as the rumors of Red Golgoth and the monthly pass. It is also listed in the top three of China’s private film and television companies, LeTV, and Le Shih’s self-manufactured content.

After successfully controlling the upstream of the content industry chain, LeTV began to use high-profile terminals. Launched Super TV in 2013, the first to commercialize large screens in the video industry. On April 14, 2015, the super mobile phone was born. Lexus finally achieved five screen terminals for PC, Pad, Phone, TV and Cinema. The self-owned, eco-marketing terminal architecture has begun to take shape.

From the perspective of commercialization, LeTV, which has self-control content and its own five screens, has more confidence and confidence in the construction of ecological marketing than other competitors. Today, with the development of mobile and multi-screen, consumer demand is becoming more diversified. It is more and more difficult to carry the marketing model and organizational structure of a single platform, form or single team. Regardless of media, agency companies or brand advertisers, they are all trying to find more integrated and effective marketing channels. And the existence of such an eco-friendly platform as LeTV not only possesses the platform channel attributes of the media, but also lacks the initiative and control of content production, and also has the ability to maintain strong interactive communication with users through its own terminals. One-stop marketing became possible. With the help of five-screen linkage, brand advertisers can quickly connect with each effective user behind the LeEco "screen", maximizing the value of LeTV's ecology. It is not difficult to imagine that the continuous replication and popularization of this model on the LeTV platform will undoubtedly have a huge impact on the traditional thinking mode of the marketing industry.

Innovation (B+B) 2C Model Activates Ecological Marketing Forces

Many Internet companies are claiming ecological construction. LeTV is undoubtedly a leader. From the earliest proposed ecological concept to the practical implementation of the ecological link, each step of LeTV is serving the realizing capabilities of ecological marketing. In the eco-marketing system established by LeTV, "platform + content + terminal + application" is the basis for the birth of all creative and advertising. The terminal provides a channel for advertising, and platform big data becomes the basis for optimizing marketing models. Mobile and large-screen services are closely aligned to provide value-added services to brands. No ecology, no marketing. LeTV hopes that every aspect of the ecology can burst out of commercial value, and the (B+B)2C model allows LeTV to see the future of eco-marketing.

"B+B" refers to the cooperation between LeTV and other brands, and "2C" refers to the joint efforts of the two brands to reach a common consumer group. It is not difficult to see that the (B+B)2C eco-marketing model's greatest value lies in the fact that brands and LeTV can share users and resources, achieve maximum integration of resources and more comprehensive user services, and ultimately realize the three parties of LeTV, brands and users." Pratt & Whitney." This model has proved to be effective. In 2014, LeTV joined hands with Mercedes-Benz in the X50 Air conference of Super TV to combine "4K" Super TV with Mercedes-Benz CLA Sports Car and promoted a subversive cross-border cooperation. , Two brands co-produce force, so that the communication has a multiplier effect.

What is even more rare is that the (B+B)2C eco-marketing model proved to be replicable and innovatively sustainable. On April 14th, the LeTV Super Mobile Conference attracted a total of nearly 20 million yuan worth of sponsorship from Lexus, Seven Plush, NIKE, and FIYTA watches. On the same day, the topicality and industry attention triggered by the launch of the super mobile phone became the best reward for the 20 million yuan brand sponsorship.

In addition to (B+B)2C, Letv Eco Marketing wants to do more. At the press conference, Zhang Wei, Chief Marketing Officer of LeTV.com's website business group officially announced the establishment of the LeTV Eco Marketing Institute. He hoped to bring together industry wisdom and focus on user needs to explore more eco-marketing models with inclusive value. Add space. Zhang Hao said that the ultimate goal of all LeStreet ecology and brand marketing is to provide consumers with the highest quality content and the most humanized products.

Any product that wants to have long-lasting vitality must be people-oriented. Content is self-controlled, five-screen terminals are self-employed, and consumers are served by marketing. At present, LeTV has almost all the success factors. I sincerely hope that it can go further. After all, there are companies that have the guts to have the courage to innovate and are worthy of respect.



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