Why have LeTV mobile phones been removed from the shelves?
Recently, many netizens have discovered that LeTV mobile phones have been removed from major e-commerce platforms and official channels, triggering widespread discussions. As a once "disruptor" of domestic mobile phones, the sudden disappearance of LeTV mobile phones surprised many people. This article will conduct a structured analysis of this incident based on the hot topics and hot content on the entire network in the past 10 days.
1. LeTV mobile phone removal event timeline
| time | event | platform |
|---|---|---|
| October 5, 2023 | All LeTV mobile phone official flagship store products on JD.com, Tmall and other platforms have been removed from the shelves | JD.com, Tmall |
| October 7, 2023 | The mobile phone category on the official website of LeTV Mall shows "No products yet" | LeTV official website |
| October 9, 2023 | Some self-media broke the news that LeTV’s mobile phone team has been disbanded | social media |
| October 12, 2023 | LeTV’s official Weibo responded that “this is a normal business adjustment.” |
2. Analysis of public opinion popularity across the entire network
| platform | Amount of related topics | heat peak |
|---|---|---|
| 32,000 items | October 10 | |
| Douyin | 15,000 videos | October 8 |
| Baidu Index | The highest number of searches in a single day was 8,756 | October 9 |
| Zhihu | 127 related questions | Continuing hot discussion |
3. Possible cause analysis
1.Capital chain issues continue to ferment: Since the LeTV crisis broke out in 2016, the mobile phone business has been in a state of loss. According to public financial reports, LeTV mobile phone shipments will be less than 100,000 units in 2022, and its market share is negligible.
2.Supply chain breaks: Many industry insiders revealed that LeTV Mobile has long been in arrears with suppliers, resulting in insufficient supply of key components. A screen supplier said: "It has been two years since full payment was received."
3.Market competition is fierce: The current mobile phone market is firmly occupied by brands such as Huawei, Xiaomi, OPPO, and vivo, and the survival space of second-tier brands is extremely limited. Q3 data in 2023 shows:
| brand | market share | Year-on-year change |
|---|---|---|
| Huawei | 19.2% | +3.1% |
| Xiaomi | 18.7% | +1.2% |
| other brands | 8.5% | -2.3% |
4. User focus
Through the analysis of social media messages, it was found that the issues that netizens are most concerned about are mainly focused on:
1. How to ensure the after-sales service of purchased mobile phones?
2. Are other products of LeTV Ecosystem (TV, membership, etc.) affected?
3. Will it completely withdraw from the market like Coolpad?
In response, LeTV customer service officially responded: "The after-sales service of existing products will not be affected, and third-party cooperation agencies will continue to provide support." However, the official did not give a clear answer as to whether the mobile phone business will be restarted.
5. Opinions of Industry Experts
Communications industry analyst Zhang Wei said: "LeTV's withdrawal from mobile phones is the result of natural elimination in the market. With insufficient R&D investment and chaotic supply chain management, it is difficult to survive in today's highly mature mobile phone market."
Technology self-media "Digital Observation" pointed out: "This marks the complete end of the era of Internet brands making mobile phones. At that time, LeTV used 'ecological countermeasures' as its selling point, but now it seems that the hardware must ultimately rely on the product to speak for itself."
6. Historical Review: The Rise and Fall of LeTV Mobile Phones
| time | event | meaning |
|---|---|---|
| April 2015 | Released the first LeTV mobile phone | Turn on ecological subsidy hardware mode |
| 2016 | Annual sales exceeded 20 million units | reach historical peak |
| 2017 | Capital chain crisis breaks out | Begins to decline rapidly |
| 2020 | Try the return of 5G phones | Market response was mediocre |
Conclusion
The removal of LeTV mobile phones from the shelves heralds the end of an era to some extent. From once boasting about "suffocating on dreams" to now quietly leaving the scene, the enlightenment this case has brought to the technology industry may be more worthy of reflection than the product itself. Today, when hardware innovation is becoming increasingly difficult, how to achieve commercial success while ensuring product quality and user experience is still a topic that all mobile phone manufacturers need to face.
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