IT168 Information "I can't finish the task. I went to Chaoyang Park." As early as August 30th LeTV conference, Zhang Zhiwei, president of LeSpot's ecological O2O sales platform, had set a goal of 4 billion military orders to attract the attention of the viewers. On September 6th, LeTV announced that it had pledged to “pay 800 million yuan to give back to global fans†to over 1 billion yuan... Seeing near September 19, LeTV's “Black 919 Music E-commerce Festival†has a tendency to play more and more. This is indeed the case. Despite the name of the “E-Commerce Festivalâ€, LeEr has already played the “E-Commerce Festival†for a long time. For music fans, the 919 that LeTV wants to build is not only a crazy seller, but also a Entertainment. The "Black 919 Music E-commerce Festival" touched all the departments of the entire "Legen Empire". Sales should create sales miracles, and the content department also has its own goal: LeTV announced that on September 19th the evening of 9:19, it will Jiangsu TV's top production team co-organized a "919 fans' carnival night" party. The evening party lasted for three hours. Not only were the two platforms jointly broadcast live, but the guest lineup was also worth looking forward to. Not only were Jolin Tsai, Li Yuchun, and Hua Chenyu. Da Zhangwei, Lin Zhiling and other entertainers are among the most popular players. Liu Guoliang, Zhang Jike, Ma Long, Fu Yuanhui and other Olympic stars will also be present. The "Entertainment + Olympics" CP is also very popular. This is LeTV's second major party after the "Eco-Sharing Night" on April 13th. It also represents LeTV as the first Internet company to host two large-scale eco-electricity carnival parties in one year. E-commerce festival + large-scale evening party, which has become the standard for music-style business festivals. According to the disclosure by LeTV, last year black 919 total ecological revenue of 1.7 billion yuan, this year's 414 hardware free day is 2.32 billion, if this year 919 really achieve 4 billion sales, then "Black 919 Music E-commerce Festival" will be China's electricity supplier industry The third largest E-Commerce Festival, behind which can not be separated from LeTV video + first-line TV such a super-entertainment platform "rating" pull. Unlike ordinary entertainment carnival programs, the “Carnival Night†standard on the E-commerce Festival features entertainment and shopping as a whole. This shakes from the Spring Festival party to take the red package, and the Tmall double 11 party party broadcasts various sales rankings. Seeing clues, to music as a play to the extreme, it will be upgraded to "ecological carnival", the audience in addition to watching the celebrity show, but also involved in big screen shopping, watching and buying, shaking the red envelope and other interaction, in short, through the party Let music play as fans, and then stimulate the actual purchase desire. From this point of view, this party is also an important drill for the music eco-commerce model. In the Internet era, simple price reduction promotions have long been lacking in new ideas. Carnival evenings tend to attract users in the era of universal entertainment and support the evening party. Must be substantial content. At this time, in the interior as a "soul of ecology," the LeTV video hosting this eco-night party is to play the role of a content provider, giving content power to the "919 fans' carnival nights," through various aspects of the ecological evening party. , Enabling hardware to achieve the integration of content and smart hardware sales. It's a well-known and almost a necessary step for commercial hype. However, LeEr seems to have spent twice a year creating the e-commerce festival and e-commerce party. It seems to have gone far beyond the event. The above logic, because the input-output ratio is super unsuitable, and the investment of hundreds of billions of billions is just to attract eyeballs? LeTV’s approach is based entirely on a new understanding of modern commerce that squeezes business drivers from the “entertainment spirit†and activates eco-friendly e-commerce. Let's take a look at the "Black 919 Music E-commerce Festival" to see if the gameplay of LeTV is based on what kind of logic. First, a new understanding of the spirit of entertainment in the age of the Internet. People all know that in the age of the Internet, we must talk about “attention economy,†and the core of attention is actually the entertainment economy. On this basis, portal websites, video websites, entertainment websites, and so on have appeared. The earliest video-based industries were music videos. Video is also based on the entertainment economy. However, with the popularization of the Internet, entertainment economic forces have also become more in-depth. When the Internet is almost becoming an infrastructure for human society such as water and electricity, the entertainment economy has also been enlarged to the point where it was almost inconceivable. The most typical is the emergence of this Olympic Games. “Fuk Yuen-hui phenomenonâ€, the spread of the Olympic Games itself is a focus economy, although the style does not divide the family, but the main part is not cultural and entertainment, but in this Olympic Games, "Fool Park Wai" has become the biggest hot spot than the sporting events, it means " The "entertainment spirit" is grabbing power to seize power and looking back at it for many years. This may even turn into a turning point. After the Internet is implemented, there will not be much future for entertainment. Judging from the commercial trend, the accelerating integration of the Internet industry and the entertainment industry is also confirming this point. In addition to LeTV, Ali and Tencent are making great efforts to enter the entertainment industry. Second, a new understanding of entertainment spirit and business relations. In the logic of the past, the relationship between business and entertainment is mainly in the diversion (advertisement), entertainment to attract the attention of the audience, attention and then commercial diversion, which is an indirect relationship. However, in the logic of LeTV, the entertainment spirit can be directly converted into purchasing power. This kind of purchasing power is divided into two types. One is that LeTV’s exclusive content purchases LeTV’s mobile phones, TVs, and other hardware; the other is through entertainment. The carnival scene and the creation of new demands are also the essence of the Double 11 E-Commerce Carnival. Under the carnival atmosphere, it is easy to set up a “buy, buy, and buy†investment scenario, plus a sincere interest to create. Sales miracles are not impossible. A good business satisfies the demand, but a better business is to create demand, entertainment to create demand, carnival to create demand, this kind of case will be more and more in the business community, in fact, Apple's annual election in a fixed time, fixed mode release Apple's new mobile phone is also creating a resemblance to a carnival scene through a sense of ceremonies. After the limited buying, Xiaomi's hunger marketing is also creating carnival. The power of carnival is being recognized by more and more companies. Thirdly, the new relationship between music as eco-type electricity supplier and entertainment. Letv extends the concept of ecology from television to the mall, and declares itself to be "the world's first eco-type electricity supplier." The so-called "eco-type e-commerce" and traditional e-commerce are one source of users, and traditional e-commerce companies rely mainly on Operational traffic, while "eco-type electricity supplier" is the conversion of users, that is, the entire entertainment ecology and entertainment sub-ecosystem, terminal users, into LeTV e-commerce users, in this mode, entertainment is not used as music as electricity Business diversion, but endogenous in the music as the ecology, which makes the carnival and other entertainment means a lot of application should be. In addition, as the "world's first eco-type electricity supplier", LeTV faced a problem from the very beginning, namely, how to break the user's fear of strange things and stimulate its curiosity about new things. The creation of carnival scenes and the use of carnival and entertainment as a driving force to attract more people to try and experience the eco-mode of music as a must, so Leshi must create a carnival or carnival scenes. The purpose that Ma Yun urged the 11th E-Commerce Carnival was also here. He valued the e-commerce enlightenment, driving more people to use e-commerce for the first time in a carnival atmosphere. The same is true for the “Black 919 Music E-Commerce Festivalâ€, and consumers should be “eco-enlightenedâ€. Fourth, understand your business model and resource endowments. Whether it is "Black 919 Music E-Commerce Festival" or "919 Music Fan Carnival Night", because it needs to attract a huge number of fans to join, the cost is definitely huge. To fans, they must make profits on sales prices. Fee ... ... but this is for the average company, LeTV's logic is not the case, in the hardware sales, it is essentially the "hardware free mode", through the "buy members send hardware" hardware free mode Binding hardware with content and services, hardware distribution does not constitute a great burden; and in the use of celebrities, because of LeTV's entertainment and ecological foundation, its cost accounting is different from that of ordinary internet companies, advertising sales, and commodity sales. Incoming and peripheral cooperation will cover costs and even make money. There is also a key factor. LeSco's huge product line under the eco-type electricity supplier is enough to support such e-commerce carnival. For a company with a single product, the most embarrassing thing is that people flow in, but they can't get products suitable for consumers. But under a long product line with soft and hard, LeTV can basically do it. "You", it has music as super TV, super mobile phone, super bike, net wine network, movie derivatives and other eco-products in the whole channel (Le Music Mall lemall.com, net wine network, Jingdong, Suning Tesco, Tmall, Gome , China Merchants Bank, etc.) Open purchases can squeeze out the remaining value of carnival as much as possible. In the end, it should be mentioned that if the industry wants to analyze the “Black 919 Music E-commerce Festival†as a case study, then the “919 Fans Carnival Night†party is particularly worth noting. It is not only organized by LeTV and Jiangsu Satellite TV. The climax of the whole e-commerce promotion activity and the ending of the event are still a joint work of the video website and the traditional media. This is very rare in the past activities of LeTV. I don’t know that the influence of Jiangsu Satellite TV is extremely high. However, after the extremely traditional channels are disseminated, what kind of "anti-corruption" effect will result. 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