Marketing characteristics of crowdfunding marketing

First, if crowdfunding marketing is to succeed, the word "crowd" is very important, which requires a huge user group to have strong loyalty and follow-up power to the brand "LeTV". At LeTV's press conference in super tv, "fans" became a group that LeTV tried to build, just like Xiaomi's "rice noodles". However, judging from the popularity of the press conference, the number of "fans" signed in is even lower than that of the media, and the number and enthusiasm of "fans" are still far from the "crowd".

Secondly, users need to have a strong demand for DIY in super tv in order to realize the so-called participation of consumers in product design. But in fact, in the eyes of most domestic consumers, TV and other household appliances still exist as a standardized commodity. Few consumers are professional enough to make useful design suggestions for products. Although this vision and plan looks beautiful, it is still far from the real scale.

Thirdly, letting consumers participate in the front-end design will inevitably lead to a long production cycle, which is very different from the original "buy and go" mode for consumers to buy a TV. Will a large number of consumers wait for months to buy a TV?

Finally, crowdfunding marketing needs strong supply chain support. Although Letv has the support of Foxconn in this respect, Jia Yueting, the founder of LeTV, admits that "this is a great challenge for the young team of LeTV TV".