LeTV Promotional Swaying Millet TV Declined Really

What do you think of when you see the promotional ads in the above picture?
The recent major manufacturers are promoting, rice millet festival millet, potato chip company's 414 fan festival, relative to the simple and straightforward millet rice noodles, potato chip company's various promotional activities to make people confused, potato chip company launched A variety of price reductions, buy gifts, limited exemption and other promotional methods. "Buy content delivery hardware" this marketing approach is the most eye-catching. Although the combination of seemingly cheap offers makes people intuitively think that "cost-effective" is very high, "In fact, this method can only be described as a pit drop!"
Pit: The pit was a supplier. As early as January 2017, the entrance to the Chips Company building was bustling and gathered a group of people who claimed to be “mobile suppliers of potato chips”. They were forty to fifty people and they wore uniforms called “debunk service uniforms”. On the back of the clothes, the words "really repaying money" are printed as follows:

According to a well-known media report from Beijing time, Mr. Zhang, an employee of the company, revealed that there were at least five or six suppliers on the day, which owed a maximum of 200 million yuan. As for the total amount of chips owing to the supply chain, Mr. Zhang claimed to be lower than the Internet. 15 billion yuan.
As early as 2016, a TV vendor’s strategy conference hosted the question “Whether to buy hardware to send content” or “Buy content to send hardware.” Which one is a gimmick, and the problem is very sharp. The spokesperson of the CEO level of a TV maker questioned asked the answer without giving up: The latter can only be described as a “pitfall”.
To win the ultra-low price, it has already been compromised in all aspects. Like Apple and Huawei, providing products, experiences, and services are incomparable to ordinary Shangzhai manufacturers. If it is free, isn't it a complete virtual talk? If not, is it a scam?
After all, PPT is easy to do, and it's difficult to produce good products. If everyone sells PPT and sells products, who will make the product? Who will raise the level of industrial manufacturing?
Really hard power? Please come up with the real thing!
Although many times consumers are always emotionally driven, the vast majority of criticism is still dominated by reason, because a good product must have a certain standard: good product = professional brand (not cottage) + high-end craft (not compromise) + Strict quality (no labeling) + strong configuration (not stress) + high quality content (non-hype) + after-sales service (not outsourced).
Since it is a member to send hardware, it must be driven by a wealth of content to support the user's purchase to complete this "grand goal", just in March 3, 2017, Suning Sports announced the 2017 season season exclusive Super League new media Copyright, but a year ago, the potato chip company bought 2.7 billion yuan exclusive rights for the new media of the next two years. For the news announced by Suning Sports, the potato chip company said "no comment."
The hardware for buying members has already started on April 14, 2016, and on that day, the company has sold Leshi Super Sports Members. The price of 590 yuan can enjoy the Super League, AFC, and Top 12 games announced by Chips. The Premier League and CBA are positioned as the company's five core IPs. If you buy a member, you can get a “super TV” after satisfying the purchase conditions set by the potato chip company, but at present, the potato chips company has lost three IPs in the Super League, AFC, and Top 12, but these are buying super sports. What should follow for member users? Since the member has purchased the hardware, the price of the purchased member is much higher than the selling price of the hardware itself. However, the potato chip company has given the following response, as shown below:
On March 3, when the company lost the AFC player right and the exclusive rights of the Chinese Super League, it was described in the PPT that “Hardware Free will create the ultimate user experience, allowing users to pay for the core value, content and services. The fees will be the basis for all hardware development.
The Beijing News reporter also interviewed many users because of “buy members send hardware.” Ms. Wang told the Beijing News reporter that at the time of the previous year, there was no platform to monopolize the rotation rights and could watch games on multiple platforms. Fans can choose to watch different platforms according to their preferences. However, after the potato chip company monopolizes broadcasting rights, fans can only watch the game through one platform. Previously, it was because the copyright was more to buy the members and the games were convenient. However, the problems of the company of potato chips were repeatedly caused. She is very disappointed. The Beijing News reporter had also called the customer service company of the chip company to inquire about the compensation plan. The customer service representative told the reporter that the potato chip company did not compensate the customer because it did not broadcast the Super League. However, the potato chip company would compensate the user for six months before the broadcast of the AFC Champions League and other events. Membership services. As for the compensation plan given by the potato chip company, Mr. Liu, a user, also indicated that he would not buy it. “Even if it takes more than half a year, I can't see the game or not.”
"Buying members to send hardware" is certainly a good thing. By purchasing additional value-added services, you get free hardware gifts. This kind of gimmick has created so-called "cost-effectiveness". Why did other manufacturers not introduce such measures? For example, millet company coincides with rice flour festival, Xiaomi's promotion method is simple and clear, "clearly price, childbirth" directly marked the preferential efforts, allowing users to understand the price of the most intuitive products concerned about the product. As shown below:
The above features can be seen from the above advertisements:
Xiaomi Mifen takes Xiaomi TV as an example: Xiaomi’s TV advertising campaign is simple and straightforward. From top to bottom, it clearly shows the product’s appearance, model, size, price, and post-discount price. It also uses the minimalist features of each TV. The vocabulary is summed up, such as the price of 1999 yuan for the 4A 43-inch concession of the millet TV, the price of 2499 yuan for the Xiaomi TV 4A 49-inch concession, and the gift of a membership card, that is to say, "buy hardware to send members" in a true sense.
Potato Chip Company Advertising: There is neither product information nor product appearance, nor does it refer to the price comparison between the original price and the actual price of the product. Only the "buy member sending hardware" gimmick is emphasized, if it is used to purchase TV. For the first time, users see these contents. Do you know what you want to do next?
It just happened that on April 1, 2017, a certain netizen's purchase of a model TV through the 414 TV Festival and a screenshot of the customer service company's customer service screen shot just verified this, as shown below:

Potato Chips Customer Service: That is, the top 100 users of this model every day: You see, what do you think of everyday here?
Potato Chips Customer Service: Hello, User: I would like to obviously refer to the top 100 of 29-5 potato chips customer service: that is, after the 10th sale on the 6th, the last 100 customers will buy the chips: that is, a total of Only 100 users: What does this everyday concept mean?
Potato Chips customer service: that is, March 29-April 5, these days are able to make an appointment to the meaning of the user: customer service on the potato chips: that is, the literal meaning of the user: This is a word to whom you do not think it is a total of 100 Well, if it's a total of 100 then it wouldn't be so right. User: Explain that it is a day to reserve a new TV. Buy the top 100. Give it away. Tell you if you dare to say that you mean to send a total of 100 glasses?
Potato Chips Customer Service: Dare, a total of 100 VIP helmet users are donated: If you don't say so, I can send your rules and explanations online to let everyone think about it.
Potato Chips Customer Service: Thank you very much for your attention. Note: The above picture source is known to the community.
Here's a comparison of price comparisons for several products:
Comparing the price of the latest TV with millet TV 4A and potato chip model Super 4 X43

It can be seen from the screenshots of the two sources mentioned above that have been purchased from the official stores of their respective brands.
Millet TV 4A 43 inches clearly marked the current TV discount price of 2099 yuan, and is available from stock, click on orders to buy.
In contrast, potato chip company Super 4 X40 also marked the price of 2249 yuan, after paying the deposit of 50 yuan, deducted 100 yuan, which is 2249-100+50 yuan = 2199 yuan, if the use of "buy members send hardware" method Buy, pay the deposit deducted 100 yuan, which is 2699-100+50=2649 yuan. (I don't know if it's wrong, because such promotion measures are a bit complicated)
finally:
Millet TV 4A 43 inches Price: 2099 yuan Chip company Super 4 X40 Price: 2199 yuan Chip company Super 4 X40 (buy hardware to send members): 2649 yuan.
Xiaomi TV TV members currently offer half-price promotions for only 199 yuan, and the final price of 2099+199 is 2,298 yuan, which is lower than the so-called "buy member-shipping hardware" promotion method of potato chip companies. Let’s not talk about the appearance performance and related parameters of this TV, but there is no price advantage for the so-called promotional activities of potato chips from the price. How about the so-called hardware free enjoyment of the ultimate experience, allowing users to pay for the core value?
"Buy content delivery hardware", in the end is not a free lunch this issue, Skyworth Group China Regional Marketing Headquarters executive deputy general manager and marketing director Mr. Yu Jianwei has exemplified: Take a brand of 50 inches as an example, the hardware price of 1999 yuan, Participate in the purchase of content to send hardware, paid content is 2287 yuan, it seems that the hardware is free, but in fact more consumers, paid for the content of the hardware costs have been paid, that is, the hardware is free, but in fact more expensive!
"Without diamonds, don't use ceramics," it wouldn't be as rough as it should be. If you want to have real skills, you have to show "true" strength. Let us wait and see!
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