LeEco is currently among the most talked about smartphone brand in India. LeEco, which calls itself an internet technology company, has managed to capture more mindspace that even fellow Chinese smartphone maker Xiaomi with its differentiated marketing strategy, product lineup and advanced technologies like its electric sports car. LeEco (formerly known as LeTV) recently completed a year in India and has done wonders for itself in terms of sales. In the past one year, LeEco has sold 1 million smartphones with a product lineup of just five devices. To put things into perspective, LeEco has sold 300,000 units of Le 2 smartphone, which was launched at Rs 11,999 just two months back.
In an exclusive conversation with indianexpress.com, Atul Jain, COO of Smart Business at LeEco India, spoke about the company’s future product plans for India and strategy to expand into offline retail space.
On Offline Sales Strategy
“For us, offline will definitely be a big gamechanger and with almost 70 per cent smartphones being sold offline, we are exploring the space keenly. We have already started offline sales with tier 1 cities and will gradually move to tier 2 and 3 cities by the end of November. Advantage of tier 1 & 2 is that you can tap large number of consumers in a small area before expanding to smaller cities. We are primarily targeting consumers who are savvy with social media and the Internet in general. We are going to do a lot to reach our target consumers in the offline retail space.”
Future Products for Indian market
“We will be bringing in the Le Pro 3 and Super4 TV series before the end of this year. The new super TV and Le Pro 3 will again come at a disruptive pricing with access to an expansive content platform. We believe the era of making profits on hardware is over. We want to offer true value to our consumers and that can only be done by offering devices at competitive price points. The company also plans to bring its electric bicycle and LeSee electric car to India in the interim future but the pilot introduction will only happen in US and China.”
Also Read: LeEco Super3 X65 4K UHD smart TV review
“The content play has just begun, just wait and see how it pans out. We are giving content bundled with the device right now and soon consumers will start subscribing to the platform. We are bullish on content and believe the content service will drive our profits. With our future devices like the Le Pro 3, Super4 TV and virtual reality headsets content will speak on behalf of the hardware.”
Also See: LeEco Le 2 Review
Discounts on existing products and future target
“We will continue offering smartphones starting at Rs 9,999 and we might offer special offers on that price. However, we are not looking at a further rate cut. In the next one year, LeEco should be among one of the largest ecosystem companies in India. We plan to see large number of users getting access to a stable content platform with our superphones and superTV. Our immediate target is to be among top 3 smartphone makers in the next quarter and number 1 in the TV space.”