LeMall organized its first flash sale in the US on November 2 since the launch of Le Ecosystem in the country very recently. Within 4 hours and 15 minutes, all products were sold out, including the world’s first 85 inch ecotv, uMAX85, which were gone in 9 seconds, and Le S3 Gold gone in 53 minutes.
At the same time, LeMall US announced that the next flash sale is at 10 AM, November 9 PST. Right now, US users can log into LeMall to pre-register and claim LeRewards.
Commenting on the development, LeEco’s Global Senior Vice President of e-Commerce, Brian Hui revealed that LeMall is a major access point for LeFans to experience first-hand its ecosystem and purchase LeEco products. It is also an embodiment of LeEco’s UP2U approach.
“LeEco’s unique UP2U model is connecting customers, demands, access points, online and offline, businesses and users, providing offline experience, online ordering, watch-click-buy and other services, which can better meet the needs of users, and allow for products to reach customers directly, eliminating many unnecessary premiums in the process, and greatly cutting down the cost,” adds Brian Hui.
The implementation of the ‘ecosystem’ at LeMall brings greater direct benefits to users. As a link and bridge, LeMall connects almost the entire ecosystem of LeEco. When shopping at LeMall, users can fully experience the charm of the ecosystem. Using ecotvs and ecophones to watch LeEco’s original content such as Le Vidi and LeMusic, users can shop while they enjoy the show.
By watching LeEco’s copyrighted sports events, users can order the same authentic jerseys and soccer cleats worn by the athletes on the webpage. Users can also meet with celebrities from LeEco’s eco content during LePar’s offline events. In the future, LeEco will go beyond solely being a platform for ecotvs, ecophones, the LeSEE smart car and other smart devices.
But more importantly, it is crucial to establish the connection between all links including LeEco products and services, and to offer a series of related services.
During the recent flash sales, LeEco provided a special incentive to all US users who participated in UP2U – LeRewards, which can be applied right away.
Anyone who participates in the UP2U model will receive LeRewards valued at $100 – $1000 for the ecophone and the ecotv For example, Le S3 is sold at $249 and Le Pro3 at $399. With $100 LeRewards, users can buy these two phones at $149 and $299 each.
Meanwhile, Super4 X43 Pro is sold at $649, Super4 X55 at $899, and Super4 X65 at $1399. Users can claim $200 LeRewards for these products. Therefore, the discounted prices for these products are $449 for Super4 X43 Pro, $699 for Super4 X55, and $1199 for Super4 X65; uMAX85 is priced at $4999.
Users can claim a $1000 LeRewards, lowering the price to only $3999. However, LeEco has learned that LeRewards are only limited to users who participate in this recent first round of flash sales.
In the meantime, on November 2nd local time, China, India, Russian, Hong Kong and other countries and regions jointly held ‘Thank You Sales Events’ in conjunction with LeMall U.S., making it the largest promotional event, in terms of participating regions and LeFans, since LeMall launched its eco e-commerce strategy.
Last October, LeMall US tested three of its popular items, the reverse headphones, the all-metal in-ear voice control earbuds, and the Bluetooth speakers, which were all snatched up in less than 6 days, with more than 1000 orders placed during the first 24 hours.
At the same time, LeEco’s global O2O system is also gradually taking shape. Currently, there are more than 9000 LePar stores in China. On October 15th, LeEco opened its first flagship store in Russia. In the future, LeEco will also establish offline eco experience stores in the US, in an effort to build the global O2O system together with LeMall.
Industry analysts believe that the US, China, India, Russian, and Hong Kong all have drastically different market environments. The seemingly simple joint sales promotions actually have great significance and implications. In May 2015, LeEco launched the world’s first eco e-commerce strategy. Since then, every single one of LeMall’s actions around the world puts its eco e-commerce model to test.
The success of its first global joint sales promotions on November 2nd signifies that, beyond the Chinese market, the eco e-commerce not only fulfilled the needs of the U.S. market, where customers have high expectations, but also adapted to the complex Indian market, and have established itself in Russia and Hong Kong.
This goes to show the advancement of the eco e-commerce as well as the level of user loyalty it generates. It also proves that LeEco was right and prescient in pursuing its ecosystem O2O strategy.
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