Jia Yueting, the founder of LeTV, today issued an open letter "from Bosilly to free hardware", mainly explaining some product layouts of LeTV in April and will continue to make Apple "ashamed", giving Apple a second blow.

In fact, the concept of LeEco's products is really very good. The price of most products can really make consumers feel amazing and cost-effective. However, after the launch, consumers need a series of exposure and news to finally meet their favorite products, which also reflects some problems of LeEco. Although the products have been purchased, When both the design and hardware parameters of the mobile phone may not be as bright as when it was first released, and LeEco's "old rival" Apple or the current industry leader Samsung, their product release time and opening time are almost the same, and the stock volume at opening time also shows their sincerity to consumers. Of course, some people will say that Apple can't buy them, When people understand, they will naturally understand that the problem is not Apple.

In fact, most mobile phone manufacturers in China can catch up with or surpass Apple Samsung in concept, but because of the popular price performance strategy and the right to speak to suppliers, the current "monkey game" or ticket skipping problem occurs again and again, which may not be popular with consumers. Maybe it is urgent for most domestic manufacturers to solve the problem of output before talking about surpassing.

Full text of Jia Yueting's open letter:

Thank you for your long-term support and dedication, and thank you for those tense days we have gone through together.

Yes, many people think LeEco is a company that makes people nervous: layout Internet video, content, smart TV, mobile Internet, Internet sports ecology, Internet traffic and ecological era in advance.

Therefore, we have made some achievements: in 2015, we finally completed the layout of the seven sub ecosystems and the deployment of the globalization strategy.

However, my friends who have already relieved us, I would like to say sorry: I'm afraid that LeEco will make us nervous again, because a new round of forward-looking layout has begun——

Starting from the 414 Hardware Free Day, LeTV should call on and lead the hardware into the free era: let you get what you need in the new era of ecological consumption, and let you only pay for core values.

420 No boundary breaking, no ecology, give apple a second blow

In the industrial era, enterprises almost control They control everything. They use information, economies of scale, technology and other production factors to build strong barriers to pursue brand premium, channel premium, hardware premium - users must buy for every link from production to consumption Single. S. Hardware enterprises such as H, I, V and O have used, or even overdrawn, the trust and expectations of consumers to make irrational users pay a huge premium for brands and hardware. Some users are driven by the mentality of competition, Obedience to the "foolishness" behavior is actually a face saving consumption.

It's time to stop such "foolishness"!

This time, we have to work hard to change the illusory objects, a huge base, and perhaps more stubborn - but we still have to forge ahead, with free hardware as the edge, to promote the change of consumption habits and redefine business relations in the name of ecology.

No madness, no ecology. In April, we will start this era with a series of crazy plans: 413 Ecological Sharing Ceremony; 414 Hardware Free Day; 420 "No boundary breaking and no ecology" press conference, giving Apple a second blow; 425 Super Car and LeEco Tour

What's more crazy and what makes me extremely proud is that the second generation of super mobile phones will subvert the industry that has not made breakthrough in decades with a revolutionary technology. 420 Beijing Wukesong LeEco Sports Center, please witness!

It was once said that some enterprises are destined to fight for the value of users and human society, while some enterprises struggle for profit and shareholder value, and go their own ways. However, the first way is great because of difficulties, and the second way is obedient but mediocre.

Give up obedience! Who said that we cannot write the history of the global ET era?

Value migration, redefining hardware value

Hardware used to be the abbreviation of computer hardware in the PC era. However, when the Internet, cloud and big data transform the devices that people can access in life, the era of intelligent hardware comes suddenly.

In this way, the hardware is generalized from the carrier of software into portals - people get close to the enterprises behind the software through the APP on it, and they begin to communicate, establish communities, and they begin to understand themselves and enterprises better.

More and more rational and mature consumers make the high premium of brands decline. The experience of economically developed regions tells us that the more mature consumers become, the more they dilute other elements except the purpose of use, and the more they understand their core needs. Therefore, high-end brands in European and American industries continue to move eastward to emerging markets such as China.

As a new Internet ecological enterprise with user value as its core goal, we will not follow their example to live by water (benefit) and grass (moisten). From the beginning, LeEco has insisted on standing on a global perspective, serving global users and sharing the ecological world.

Therefore, we should follow the trend of the Internet ecological era and actively complete the value transfer. In the Internet ecological world, hardware is no longer even an entrance. It is just a node that connects enterprises, users and life together with the interactive applications attached to it and the underlying cloud.

Through such nodes, 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... Please let LeEco accompany you all the time.

Free hardware, leading the era of ecological consumption

Those old forces who use the "Bo silly" theory to treat users have at least taken advantage of two major psychology of consumers: the more expensive, the more valuable.

Therefore, although Apple's innovation is less and less, its price is still rising with product iteration, and many people still pay for it. Until the introduction of the uninspired iPhone SE, this de stocking price reduction product finally woke some people up - the price of Apple after "disenchantment" was just like this.

Therefore, let's end the price game dominated by fools. High price does not mean high value.

Mr. Ren Zhengfei, an entrepreneur whom I respect very much, said recently, "What is' good quality and cheap price ', what is' let consumers enjoy low price', and so on, are all unreliable. To improve the quality of products, it requires huge investment and determination, and it takes decades of accumulation. If you always keep low prices, there will be no good products."

Low price can not be good quality. The reason is that low price often leads to enterprises not having enough investment to develop and produce high-quality products. This view is indeed correct in the industrial age.

but The theory that there is no good product for low price does not apply to the Internet ecological era. In the era of ecological consumption, the value is migrating, and hardware has declined from core value to non core value, just from hardware, software, platform Content and Internet applications constitute one of the five value elements of a complete ecosystem. They break boundaries and turn against each other, constantly create new elements, new species and new values, and ultimately provide good products with extreme technology and complete ecology. place Therefore, the input cost of creating high-quality products should never come from the capture of hardware excess profits - it can be contributed by various entities in the ecological world in multiple dimensions and levels.

In the new era, the price and value of hardware are constantly separated, and LeEco redefines the value of hardware. What we really care about is the connection with users - re establishing business rules between enterprises and users.

So we gradually give up the brand premium, channel premium, hardware premium and even the hardware cost itself attached to it. Our terminal is from low profit, zero profit, negative profit to gradually free. The purpose is to take the hardware price of non core value as the starting point, promote the reform of the existing consumption mode, and form a new user ecological consumption concept:

From the transformation of ecological EUI to the leading of technical trends such as ID design, Type-C, all metal, fingerprint and fast charging - technological innovation, consumption transformation, experience improvement, and the pursuit of extreme technology and ultimate quality of hardware, LeEco never stops.

Let's establish a new, dynamic and multi-dimensional business relationship. LeEco is not a controller, but a service provider; Users are not customers. You are our closest ecological partners.

Fans, you should no longer be blocked by the hardware price. They should go directly into the colorful, integrated and mobile three-dimensional ecological world, find their own core needs, and enjoy LeEco's company throughout the journey.

Treat users as fools Those who are right are the real fools. The "Eco 414 Hardware Free Day" is to declare the end of Bo silly consumption. Every hardware free day is a user's festival, and you will witness the achievements of LeTV in the field of hardware free On this day, you can enjoy free hardware benefits under the ecological economy; It is our commitment to users, and it sounded the horn of industrial change: hardware free is the future.

ET era, sharing the ecological world

Human beings are moving towards the ET era, and we hope to become the leader of the ET era.

420, we will hold a press conference of "no boundary breaking and no ecology", and LeEco will do a crazy thing: we will release four intelligent terminal products belonging to four different industries at the same time - this is an unprecedented thing, and no company in the world has ever done this before.

Why does such a crazy thing happen to the same company? How can we do it?

LeTV takes the Internet as the cornerstone and link, breaks the traditional industrial boundaries and barriers, and forms a complete ecosystem. We will give these four cross industry end products the same brain, the same nerve center, the same blood, and share the same ecology.

Use the future to define the future, and then use the future to define the present - this time, try to lead the hardware into the free era on a global scale. Will the voice of doubt and ridicule be more fierce?

They can laugh at their mockery, but we will insist on our persistence.

If one day you have a chance to change history, why not try it? Breaking the old forces, ending the "foolishness" behavior, forming a new ecological consumption concept, sharing the ecological world, and allowing users and partners to establish their own ecological ideal country - this is the attitude that enterprises should have to explore the future for a long time, and this is the choice that must be made to lead the trend of the times.

We may succeed, or we may die on the way to success.

The wild child is fearless, because his heart is magnanimous.