This morning, Leighton's chairman and CEO Jia Yueting was published on Weibo, sending a letter to fans and ecological partners around the world.
Jia Yueting said that many people think that LeTV is a stressful company that has always been ahead of schedule. In 2015, LeTV finally completed the layout of its 7-strong ecology and the deployment of a global strategy, but this is not the end of LeTV. Jia Yueting called LeTV's new forward-looking layout already open.
Taking 414 Hardware Free Day as the starting point, LeTV will call on and lead the hardware into the free age. Jia Yueting said that in the industrial age, companies have almost everything in their hands and use information, economies of scale, and technology as their production factors, allowing users to pay for every link from production to consumption. And hardware companies such as S, H, I, V, and O, through a series of measures, let those less rational users pay premium premiums for brands and hardware. In Jia Yueting's view, these users are driven by the psychology of comparisons and are obedient to the behavior of “foolishnessâ€, which is actually a kind of face-saving spending.
Although Jia Yueting did not name the companies S, H, I, V, O, etc., the discerning people can still see at a glance. S refers to Samsung, H refers to Huawei, I refers to Apple, and V refers to mobile phones such as VIVO. .
To this end, LeTV will promote consumption habits and redefine commercial relationships in the name of free hardware and ecology. Jia Yueting revealed that LeTV will launch a series of plans in April, including 413 eco-sharing festivals; 414 hardware free day; 420 "no break through the ecological" conference, giving Apple the second blow; 425 supercars carrying music as ecological tour and many more. Among them, at the announcement of the 420, LeTV will also release four smart terminal products that belong to four different industries. LeTV's second-generation super mobile phone will also use a revolutionary technology to subvert the industries that have not achieved breakthroughs for decades.
Jia Yueting said that today's hardware value migration, from the computer era, the abbreviations of computer hardware, to the Internet and cloud, big data to contact the transformation of equipment. The hardware is generalized from the software's carrier into portals. The user also interacts with the companies behind the software through the APP on the hardware.
However, from the experience of economically developed regions, the more mature consumers are, the more they dilute the use of elements other than their purpose, the more they know where their core needs are, so the high-end brands in Europe and America continue to move eastward, such as China. Emerging markets. This is also an important reason why LeTV should follow the trend of the Internet eco-age and take the initiative to complete the migration of value.
In Jia Yueting's opinion, the old forces that used the “Boo†theory to treat users at least used the two major consumer psychology: buying up or not buying more, more expensive and more valuable. Jia Yueting cited Apple as an example. He said that although Apple's innovation has become less and less, prices have continued to rise along with product iterations, but people are still willing to pay. Until the unveiling of the iPhone SE, only one person was awake. In this regard, Jia Yueting emphasized that high prices do not mean high value.
In the new era, the price and value of hardware are constantly separated. Letv ecology will also redefine the value of hardware. Jiayue Ting said that what we really care about is the connection with users—reestablishing business rules between enterprises and users. The purpose of LeTV is to take the hardware price of non-core value as the entry point, promote the transformation of the existing consumption patterns, and form a new user ecological consumption concept. The "Ecology 414 hardware free day" is to announce the end of the foolish consumption.
Jia Yueting said that hardware free is the future. Today, mankind is advancing toward the ET era, and LeTV hopes to become a leader in the ET era. Although trying to lead the hardware into the free age globally, LeTV will be subject to numerous questions and ridicule. However, Jia Yueting is not afraid. In his opinion, wild sons are fearless because they are magnanimous.
The following is the full text of Jia Yueting's open letter:
Dear global fans and eco-friends:
Thank you for your long-term support and commitment. Thank you for the stressful days we have walked together.
Yes, many people think that LeTV is a stressful company: lay down Internet video in advance, lay out content in advance, lay out smart TVs in advance, lay out mobile internet in advance, lay out the Internet sports ecology in advance, lay out the Internet traffic in advance, and lay out the ecological era in advance. .
We have therefore made some achievements: In 2015, we finally completed the deployment of the 7-strong ecology and the deployment of a global strategy.
However, for those friends who have already relieved us, I'm sorry to say: Let's be afraid that LeTV will make us nervous because we have a new round of forward-looking layout -
Taking 414 Hardware Free Day as the starting point, LeTV will call on and lead the hardware into the free age: Let you take what you need in the new era of ecological consumption, and let you only pay for the core value.
420 No Break, No Ecology, Second Apple Attack
In the industrial age, companies controlled almost everything. They used information, economies of scale, and technology to build powerful barriers to chase brand premiums, channel premiums, and hardware premiums – every link from production to consumption. Users must Pay for it. Hardware companies such as S, H, I, V, and O use or even do not hesitate to overdraw the trust and expectations of consumers, so that those users who are not rational enough pay a premium for brands and hardware. Some users are obedient to the “Boo†behavior, driven by their psychological drive, and are actually face-saving.
It's time to stop this kind of "boring" behavior!
This time, the object we are trying to change is illusory, huge in number, and perhaps even more stubborn—but we still have to move forward, hardware is free for the edge, ecological habits to promote consumption habits, redefining business relationships.
No madness, no ecology. In April, we will open up this era with a series of crazy plans: 413 Ecological Sharing Festival; 414 Hardware Free Day; 420 "No Breaking and Ecological" Conference, giving Apple the second blow; 425 Super Car carries music as an ecological tour... ...
What's even more crazy and what makes me so proud is that the second-generation super mobile phone will revolutionize the industry that has not achieved breakthroughs for decades. 420 Beijing Wukesong Leshi Sports Ecology Center invites you to witness!
It has been said that some companies are destined to struggle for the value of users and human society, and some companies struggle for profits and shareholder value, and go their own ways. However, the first route is difficult and great, and the second route is obedient but ultimately mediocre.
Give up obedience! Who says that we cannot write the history of the global ET era?
Value Migration, Redefining Hardware Value
Hardware used to be just an abbreviation for computer hardware in the PC era. However, when the Internet and cloud and big data have transformed the devices that people can touch in their lives, the era of smart hardware has come.
Hardware, in this way, is generalized from the carrier of software into portals. People use the APP on it to get in close contact with the companies behind the software. They start to communicate and build communities, and they begin to understand themselves and the enterprise more.
Increasingly rational and mature consumers make the brand high premiums declining. The experience of economically developed regions tells us that the more mature consumers are, the more they dilute other elements besides the purpose of use, the more they understand where their core needs are, Therefore, high-end brands in Europe and the United States continue to move eastward into emerging markets such as China.
As a brand-new Internet eco-enterprises with user value as their core goal, we will not follow the example of them. From the outset, LeTV insisted on standing in a global perspective, serving global users and sharing the ecological world.
Therefore, we must follow the trend of the era of Internet ecology and take the initiative to complete the transfer of value. In the Internet eco-world, hardware is not even an entry point. It is just a node. It joins companies, users, and lives together with interactive applications and the underlying cloud.
Through such a single node, we have built a three-dimensional ecological world: There are high-quality and diverse content presentations, and the ultimate complete service experience - from the living room to the road, from work to leisure... All the time, please let LeTV always To accompany.
Hardware is free, leading the era of ecological consumption
Those old forces that use the “Boo†theory to treat users have at least used the two major consumer psychology: buying up or not buying, the more expensive, the more valuable.
So, although Apple's innovation has become less and less, its price has been rising along with product iterations, and there are still many people paying for it. Until the introduction of the new iPhoneSE, this de-stocking price-cutting product has finally made some people awake – the price of Apple is just after “disenchantmentâ€.
So, let's end the price game dominated by the fool. High prices do not mean high value.
Mr. Ren Zhengfei, an entrepreneur whom I respected very much, recently said, "What's 'Cheap,' 'What makes consumers enjoy low prices', etc. These things are unreliable. To improve product quality requires a lot of investment and determination." It will take decades to build up your hair. If you are blind to low prices, there will be no good products."
The principle of low prices is that companies do not have enough investment to develop and produce high-quality products. This view is indeed correct in the industrial age.
However, the theory that low prices do not have good products does not apply to the era of Internet ecology. In the era of ecological consumption, value is migrating, hardware has been attenuated from core values ​​to non-core values, and is only one of the five major value elements of a complete ecosystem consisting of hardware, software, platforms, content, and Internet applications. They break into one another and continue to create new elements, new species and new values, and ultimately provide products that are extremely technologically advanced and ecologically sound. Therefore, the input cost of building high-quality products must not be derived from the excess profits of hardware - it can be contributed by various entities in the ecological world at multiple dimensions and at multiple levels.
In the new era, the price and value of hardware are constantly separated, and LeSpot Ecology has redefined the value of hardware. What we really care about is the connection with users—reestablishing the business rules between enterprises and users.
Therefore, we gradually abandon the brand premiums, channel premiums, hardware premiums, and even the hardware costs attached to them. Our terminal will gradually realize free of charge from low interest, zero profit, negative profit. The purpose is to use the hardware price of non-core value as an entry point to promote the transformation of the existing consumption patterns and form a new user ecological consumption concept:
From the transformation of eco-friendly EUI, to the technical trends of ID design, Type-C, all-metal, fingerprint, and fast-charging - technological innovation, consumer change, experience improvement, and the pursuit of hardware technology and ultimate quality. Not stop.
Let us establish a brand-new, dynamic, multi-dimensional business relationship. LeTV is not the person who controls, but the service provider; the user is not the customer, and you are our most intimate ecological partner.
Music fans, you shouldn't be blocked by hardware prices. They should go directly into the colorful, integrated and mobile three-dimensional ecological world, find their own core needs, and enjoy music as their companions.
The self-righteous person who regards the user as a fool is the real fool. “Ecology 414 hardware free day†is to announce the end of foolish consumption. Each hardware free day is a user's holiday. Everyone will witness breakthroughs made by LeTV in the hardware free field, and enjoy the free benefits of hardware under the ecological economy on this day; it is our commitment to users and it is loud The horn of industrial change: hardware free is the future.
In the era of ET, sharing ecological world
Human beings are advancing toward the ET era. We hope to become leaders in the ET era.
420. We will hold a conference called "No Breaking, Not Ecology". Let's do a crazy thing: We will simultaneously publish 4 kinds of intelligent terminal products belonging to 4 different industries - this is an unprecedented event. Before that, no company in the world had ever done it.
Why is this crazy thing happening in the same company? How can it be done?
LeTV takes the Internet as the cornerstone and link, breaking the boundaries, barriers, and cross-border of traditional industries to form a complete ecosystem. We will assign the same brain, the same nerve center, and the same bloodstream to these four major cross-industry end products and share the same ecology.
Defining the future with the future and defining it with the future now - this time around the world trying to lead the hardware into the free age, the voice of questioning and ridicule will be even more violent?
They can laugh at their ridicule, but we will insist on our insistence.
If one day, you have the opportunity to change history, why not choose to try it? Breaking down the old forces, ending the “foolish†behavior, forming a new ecological outlook on consumption, sharing the ecological world, and allowing users and partners to establish their own ecologically ideal countries—this is the attitude that companies that are seeking for the future in the long term should have an attitude. It is a choice that must be made to lead the trend of the times.
We may succeed, and we may die on the road to success.
Wild son fearless, because the inner magnanimous.
Jia Yueting said that many people think that LeTV is a stressful company that has always been ahead of schedule. In 2015, LeTV finally completed the layout of its 7-strong ecology and the deployment of a global strategy, but this is not the end of LeTV. Jia Yueting called LeTV's new forward-looking layout already open.
Taking 414 Hardware Free Day as the starting point, LeTV will call on and lead the hardware into the free age. Jia Yueting said that in the industrial age, companies have almost everything in their hands and use information, economies of scale, and technology as their production factors, allowing users to pay for every link from production to consumption. And hardware companies such as S, H, I, V, and O, through a series of measures, let those less rational users pay premium premiums for brands and hardware. In Jia Yueting's view, these users are driven by the psychology of comparisons and are obedient to the behavior of “foolishnessâ€, which is actually a kind of face-saving spending.
Although Jia Yueting did not name the companies S, H, I, V, O, etc., the discerning people can still see at a glance. S refers to Samsung, H refers to Huawei, I refers to Apple, and V refers to mobile phones such as VIVO. .
To this end, LeTV will promote consumption habits and redefine commercial relationships in the name of free hardware and ecology. Jia Yueting revealed that LeTV will launch a series of plans in April, including 413 eco-sharing festivals; 414 hardware free day; 420 "no break through the ecological" conference, giving Apple the second blow; 425 supercars carrying music as ecological tour and many more. Among them, at the announcement of the 420, LeTV will also release four smart terminal products that belong to four different industries. LeTV's second-generation super mobile phone will also use a revolutionary technology to subvert the industries that have not achieved breakthroughs for decades.
Jia Yueting said that today's hardware value migration, from the computer era, the abbreviations of computer hardware, to the Internet and cloud, big data to contact the transformation of equipment. The hardware is generalized from the software's carrier into portals. The user also interacts with the companies behind the software through the APP on the hardware.
However, from the experience of economically developed regions, the more mature consumers are, the more they dilute the use of elements other than their purpose, the more they know where their core needs are, so the high-end brands in Europe and America continue to move eastward, such as China. Emerging markets. This is also an important reason why LeTV should follow the trend of the Internet eco-age and take the initiative to complete the migration of value.
In Jia Yueting's opinion, the old forces that used the “Boo†theory to treat users at least used the two major consumer psychology: buying up or not buying more, more expensive and more valuable. Jia Yueting cited Apple as an example. He said that although Apple's innovation has become less and less, prices have continued to rise along with product iterations, but people are still willing to pay. Until the unveiling of the iPhone SE, only one person was awake. In this regard, Jia Yueting emphasized that high prices do not mean high value.
In the new era, the price and value of hardware are constantly separated. Letv ecology will also redefine the value of hardware. Jiayue Ting said that what we really care about is the connection with users—reestablishing business rules between enterprises and users. The purpose of LeTV is to take the hardware price of non-core value as the entry point, promote the transformation of the existing consumption patterns, and form a new user ecological consumption concept. The "Ecology 414 hardware free day" is to announce the end of the foolish consumption.
Jia Yueting said that hardware free is the future. Today, mankind is advancing toward the ET era, and LeTV hopes to become a leader in the ET era. Although trying to lead the hardware into the free age globally, LeTV will be subject to numerous questions and ridicule. However, Jia Yueting is not afraid. In his opinion, wild sons are fearless because they are magnanimous.
The following is the full text of Jia Yueting's open letter:
Dear global fans and eco-friends:
Thank you for your long-term support and commitment. Thank you for the stressful days we have walked together.
Yes, many people think that LeTV is a stressful company: lay down Internet video in advance, lay out content in advance, lay out smart TVs in advance, lay out mobile internet in advance, lay out the Internet sports ecology in advance, lay out the Internet traffic in advance, and lay out the ecological era in advance. .
We have therefore made some achievements: In 2015, we finally completed the deployment of the 7-strong ecology and the deployment of a global strategy.
However, for those friends who have already relieved us, I'm sorry to say: Let's be afraid that LeTV will make us nervous because we have a new round of forward-looking layout -
Taking 414 Hardware Free Day as the starting point, LeTV will call on and lead the hardware into the free age: Let you take what you need in the new era of ecological consumption, and let you only pay for the core value.
420 No Break, No Ecology, Second Apple Attack
In the industrial age, companies controlled almost everything. They used information, economies of scale, and technology to build powerful barriers to chase brand premiums, channel premiums, and hardware premiums – every link from production to consumption. Users must Pay for it. Hardware companies such as S, H, I, V, and O use or even do not hesitate to overdraw the trust and expectations of consumers, so that those users who are not rational enough pay a premium for brands and hardware. Some users are obedient to the “Boo†behavior, driven by their psychological drive, and are actually face-saving.
It's time to stop this kind of "boring" behavior!
This time, the object we are trying to change is illusory, huge in number, and perhaps even more stubborn—but we still have to move forward, hardware is free for the edge, ecological habits to promote consumption habits, redefining business relationships.
No madness, no ecology. In April, we will open up this era with a series of crazy plans: 413 Ecological Sharing Festival; 414 Hardware Free Day; 420 "No Breaking and Ecological" Conference, giving Apple the second blow; 425 Super Car carries music as an ecological tour... ...
What's even more crazy and what makes me so proud is that the second-generation super mobile phone will revolutionize the industry that has not achieved breakthroughs for decades. 420 Beijing Wukesong Leshi Sports Ecology Center invites you to witness!
It has been said that some companies are destined to struggle for the value of users and human society, and some companies struggle for profits and shareholder value, and go their own ways. However, the first route is difficult and great, and the second route is obedient but ultimately mediocre.
Give up obedience! Who says that we cannot write the history of the global ET era?
Value Migration, Redefining Hardware Value
Hardware used to be just an abbreviation for computer hardware in the PC era. However, when the Internet and cloud and big data have transformed the devices that people can touch in their lives, the era of smart hardware has come.
Hardware, in this way, is generalized from the carrier of software into portals. People use the APP on it to get in close contact with the companies behind the software. They start to communicate and build communities, and they begin to understand themselves and the enterprise more.
Increasingly rational and mature consumers make the brand high premiums declining. The experience of economically developed regions tells us that the more mature consumers are, the more they dilute other elements besides the purpose of use, the more they understand where their core needs are, Therefore, high-end brands in Europe and the United States continue to move eastward into emerging markets such as China.
As a brand-new Internet eco-enterprises with user value as their core goal, we will not follow the example of them. From the outset, LeTV insisted on standing in a global perspective, serving global users and sharing the ecological world.
Therefore, we must follow the trend of the era of Internet ecology and take the initiative to complete the transfer of value. In the Internet eco-world, hardware is not even an entry point. It is just a node. It joins companies, users, and lives together with interactive applications and the underlying cloud.
Through such a single node, we have built a three-dimensional ecological world: There are high-quality and diverse content presentations, and the ultimate complete service experience - from the living room to the road, from work to leisure... All the time, please let LeTV always To accompany.
Hardware is free, leading the era of ecological consumption
Those old forces that use the “Boo†theory to treat users have at least used the two major consumer psychology: buying up or not buying, the more expensive, the more valuable.
So, although Apple's innovation has become less and less, its price has been rising along with product iterations, and there are still many people paying for it. Until the introduction of the new iPhoneSE, this de-stocking price-cutting product has finally made some people awake – the price of Apple is just after “disenchantmentâ€.
So, let's end the price game dominated by the fool. High prices do not mean high value.
Mr. Ren Zhengfei, an entrepreneur whom I respected very much, recently said, "What's 'Cheap,' 'What makes consumers enjoy low prices', etc. These things are unreliable. To improve product quality requires a lot of investment and determination." It will take decades to build up your hair. If you are blind to low prices, there will be no good products."
The principle of low prices is that companies do not have enough investment to develop and produce high-quality products. This view is indeed correct in the industrial age.
However, the theory that low prices do not have good products does not apply to the era of Internet ecology. In the era of ecological consumption, value is migrating, hardware has been attenuated from core values ​​to non-core values, and is only one of the five major value elements of a complete ecosystem consisting of hardware, software, platforms, content, and Internet applications. They break into one another and continue to create new elements, new species and new values, and ultimately provide products that are extremely technologically advanced and ecologically sound. Therefore, the input cost of building high-quality products must not be derived from the excess profits of hardware - it can be contributed by various entities in the ecological world at multiple dimensions and at multiple levels.
In the new era, the price and value of hardware are constantly separated, and LeSpot Ecology has redefined the value of hardware. What we really care about is the connection with users—reestablishing the business rules between enterprises and users.
Therefore, we gradually abandon the brand premiums, channel premiums, hardware premiums, and even the hardware costs attached to them. Our terminal will gradually realize free of charge from low interest, zero profit, negative profit. The purpose is to use the hardware price of non-core value as an entry point to promote the transformation of the existing consumption patterns and form a new user ecological consumption concept:
From the transformation of eco-friendly EUI, to the technical trends of ID design, Type-C, all-metal, fingerprint, and fast-charging - technological innovation, consumer change, experience improvement, and the pursuit of hardware technology and ultimate quality. Not stop.
Let us establish a brand-new, dynamic, multi-dimensional business relationship. LeTV is not the person who controls, but the service provider; the user is not the customer, and you are our most intimate ecological partner.
Music fans, you shouldn't be blocked by hardware prices. They should go directly into the colorful, integrated and mobile three-dimensional ecological world, find their own core needs, and enjoy music as their companions.
The self-righteous person who regards the user as a fool is the real fool. “Ecology 414 hardware free day†is to announce the end of foolish consumption. Each hardware free day is a user's holiday. Everyone will witness breakthroughs made by LeTV in the hardware free field, and enjoy the free benefits of hardware under the ecological economy on this day; it is our commitment to users and it is loud The horn of industrial change: hardware free is the future.
In the era of ET, sharing ecological world
Human beings are advancing toward the ET era. We hope to become leaders in the ET era.
420. We will hold a conference called "No Breaking, Not Ecology". Let's do a crazy thing: We will simultaneously publish 4 kinds of intelligent terminal products belonging to 4 different industries - this is an unprecedented event. Before that, no company in the world had ever done it.
Why is this crazy thing happening in the same company? How can it be done?
LeTV takes the Internet as the cornerstone and link, breaking the boundaries, barriers, and cross-border of traditional industries to form a complete ecosystem. We will assign the same brain, the same nerve center, and the same bloodstream to these four major cross-industry end products and share the same ecology.
Defining the future with the future and defining it with the future now - this time around the world trying to lead the hardware into the free age, the voice of questioning and ridicule will be even more violent?
They can laugh at their ridicule, but we will insist on our insistence.
If one day, you have the opportunity to change history, why not choose to try it? Breaking down the old forces, ending the “foolish†behavior, forming a new ecological outlook on consumption, sharing the ecological world, and allowing users and partners to establish their own ecologically ideal countries—this is the attitude that companies that are seeking for the future in the long term should have an attitude. It is a choice that must be made to lead the trend of the times.
We may succeed, and we may die on the road to success.
Wild son fearless, because the inner magnanimous.
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