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乐视发起最大幅度降价 或成超级电视单骑救主之战

2017-06-13 16:05:25   中国经济网

在此时从幕后走向台前,意味着梁军必然要经历一场艰苦卓绝的征程。

乐视还是那个乐视,但时代和局势变了。

接棒贾跃亭,上任 乐视网 CEO后,梁军带领乐视火速展开一轮降价,此次降价规模堪称史上最大。乐视正与时间赛跑,上演一场生死时速。策略虽然激进,但其目标非常明确。乐视正向外界传递一个清晰的信号:乐视电视回归昔日低价扩张模式。对于深陷资金链危机的乐视而言,超级电视能否实现规模化盈利,将是盘活全局至关重要的因素。

6月份甚至整个暑期,将是乐视超级电视的生死之战,或成单骑救主之战。

承担规模化盈利目标

与时间抢跑

在6.18盛宴到来之际,乐视发布大屏风暴海报,线上线下直降最高达3000元,但是值得注意的是,此次官方海报没有结束时间,似乎意味着乐视的低价策略短期内不会终结。

一时间,业界惊呼“以‘价格屠夫’高调搅局彩电业的乐视又回来了”,不过这次的策略似乎更为激进。

5月21日,乐视网对外宣布,贾跃亭专任董事长一职,聘请乐视致新总裁梁军为总经理。在梁军上任一周内,乐视电视即宣布降价,引发业界海啸。

乐视电视官方发布海报称,乐视超4 X40,原价2249元,调整后为1799元,含一年超级影视会员,降幅450元;超4 X43,原价2399,调整后为1999,含一年超级影视会员,降幅400元。此外,5月16日乐视刚刚发布的极具价格竞争力的新品超4 X55M,同样腰斩同尺寸全渠道行业均价。随后6月1日,乐视再次宣布在京东商城超4 Max70降价3000元,售价仅为9999元,超4 X65售价仅为4999元,跌破5000元大关。而这几款型号均是乐视电视较受欢迎的主流型号。可见,乐视此次回归低价策略之决心。

在短短三年里,乐视刷新了整个电视行业的格局,低价策略可谓在其开拓市场生涯中起着非常重要的作用。而价格屠夫的称号也名副其实,乐视自踏入电视产业之初就以低价策略占据市场,随后在三年间,乐视多次发起降价潮。

此次梁军一上任,就连续烧起三把火,将乐视屠夫风格发挥到极致。

老梁上任的三把火(收权调研,降价,广告站台),尤其降价的意图非常明显,要在寒冬里再下一城,杀出更安全的护城河,从此次“风暴海报”没有时间可以看出,其实大家心里都没底,到底出货到什么程度才算安全。

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