Since the end of 2016, LeTV has encountered unprecedented operating difficulties. As its core business, LeTV Super TV has also encountered "Waterloo". Its once brilliant performance no longer exists, and it has fallen into scandals such as collective resignation of executives, layoffs, debts, and management.
However, compared with other businesses, LeTV Super TV still has certain hardware strength and competitive advantages, attracting investors' attention. In July 2017, Sunac China officially entered the LeTV network. A whole year has passed, and Sunac China's self-directed and self-acted "de-music visualisation" is still advancing, and the results are gradually showing.
On July 18, 2018, Liu Shuqing, Chairman of LeTV and CEO of LeRong Group, officially released the LeRong brand and announced the opening of LeRong Building. At this point, the LeTV brand has quietly stepped off the smart home market stage and replaced it with an Internet brand focusing on the smart home field-"Le Rong".
Enter the smart home to create a happy home
Liu Shuqing has two understandings of the "Lerong" brand. The first is the "unity and harmony" that implies the family. It is necessary to use technology to re-enable the family to sit together and share happiness, so as to better realize the communication and companionship; the second is the foothold and starting point of the new brand, which not only represents the elements of "Rongchuang", It also covers the development concept of “integration†with the outside world.
According to reports, Le Rong is building a new generation of smart home life butler system-HAIS. This system is mainly based on the existing software and hardware capabilities, and adopts the "dual housekeeper" mode of the IoT cloud platform (big manager) + Ontology intelligent central control (small housekeeper) to connect home smart devices. Users can use the means of one control and multiple screens to operate household appliances at any location in the home through voice, smart mobile devices, smart screen terminals and other hardware devices, making the home environment more convenient and comfortable.
At present, this system is concentrating efforts to create four types of life scenes: family assistants, security guards, entertainment centers, and parent-child parks. In this regard, on the one hand, Lerong has strengthened the upgrading and transformation of content, users, big data and commercialization in existing products such as super TV, video APP, Sunac community screen, and smart home, making the hardware system platform-oriented , Standardization and commercialization; on the other hand, vigorously cultivate the ability to quickly access third-party services in order to continue to provide better home services.
According to official data, Lerong has more than 10 million high-end TV users, 230+ Sunac high-end communities, and 13 cultural and tourism cities covering parks, hotels, and commerce. In the second half of this year, Lerong will also release an overall smart home solution that represents the future, and terminal products will continue to advance.
Expanding the scope of cooperation online and offline to work together
The development of China's Internet to this day, no matter what the business, the mobile terminal is a core market that cannot be bypassed. Le Rong’s breakthrough point is to start from the mobile terminal, regard the original business as the foundation, channel and means of monetization, and incubate new products and new models that are more in line with the needs of the consumer market.
"We believe that Super TV is not only a TV, it is also an important carrier of family culture and entertainment services. What Lerong has to do is to use the power of production and research to continuously upgrade products and services on the big screen to create a family entertainment culture. Scenes provide users with the ultimate experience." Liu Shuqing said.
For the future "integration" process, Le Rong will launch the Wutong tree plan, and cooperate with strategic partners to open offline experience stores, aiming at the new retail field of smart homes. At present, the first offline store co-operated by Lerong and JD.com has already landed, and Letv JD.com home appliance experience store is also under preparation.
In addition, Le Rong will also upgrade LePar to a super partner. First, encourage and support the establishment of regional sales companies, the establishment of super partner clubs, and expand the team of core partners; secondly, open the form of cooperation and support the sole authorization of regional sales, which can independently account for operations, expand markets, and customize business, which will benefit Lerong A team of partners for online and offline development.
summary
"Cohesion, diligence, unity, hard work, openness, innovation, enterprising, and pragmatism". This simple and clear sixteen characters can be said to be a metaphor for "Old LeTV". Now the "Lerong" brand is officially launched. In the brand new promotional film, these sixteen characters are shouted out one by one by the senior executives of Lerong, like a "rule ruler" in the heart. Of course, loud slogans are not as open as actions. Every step in the future of Le Rong will be continuously paid attention to by the industry and the market. We hope Le Rong can stand up to it and not forget its original intention!
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