近日，第八届西北大学凯洛格商学院“大中华商业论坛”在美国芝加哥闭幕。乐视超级汽车(中国)副总裁吕征宇作为国内汽车企业的唯一代表，受邀在凯洛格这一全美最好的商学院发表主题演讲并担任论坛嘉宾。

“乐视的颠覆性创新给未来互联网、TV、手机以及汽车产业带来全新的商业模式，这对我继续培养全球商业领袖具有极高的参考价值”西北大学凯洛格商学院著名教授及执行导师，曾培养了无数世界级商业领袖的Kevin Murnane在给吕征宇的一封Linkedin站内信里这样写道。

凯洛格商学院的师生都对乐视生态和乐视造车表示了浓厚的兴趣和支持的态度，现场反应非常热烈。在论坛及演讲环节之后，吕征宇通过开放讨论及Q&A与同学们亲密互动，并展示了乐视最新推出的三款超级手机(Le Superphone) - Le 1, Le 1 Pro, 和Le Max，还送出了多个乐视神兽级蓝牙耳机LeMe。

吕征宇在名为“乐视生态与智能互联汽车的未来”主题演讲里主要解答了3个问题：第一个是乐视生态有什么特别之处，第二个是为什么乐视要造车而且能造好汽车，第三个是怎么能把智能互联汽车造好。那么到底是怎样的演讲吸引到诸多国际大腕的关注呢？在这里为大家原文呈现！

Letv Ecosystem and the Future of Connected, Intelligent Mobility

Good afternoon everyone! It’s a pleasure to be here, and I’m honored to have the opportunity to speak with you today.

For those who had not attended our Tech panel earlier, please allow me to briefly introduce myself. My name is Allen Lu, and I am the Vice President of the electric car project at Le Holdings. For more than 20 years I’ve worked in the automotive industry in China and other Asia-Pacific regions. Before joining Letv, I worked at Infiniti as the Managing Director of Asia & Oceania Operations. Prior to that, I also worked for the China divisions of Ferrari, General Motors, and Ford.

For today’s discussion I’d like to introduce you to the, “Letv Ecosystem and the Future of Connected, Intelligent Mobility”. Today I’m going to cover three topics. First and foremost, what is the Letv Ecosystem and what’s unique about it. Secondly, why technology companies are more capable of producing truly smart car. And thirdly, how we intend to produce the best, intelligent vehicles. We will also leave some time for Q&A and open discussion at the end.

Before I begin, let me briefly introduce you to Letv. When we mention Letv, most people would identify us as the “Netflix for China” or perhaps “Chinese YouTube”. Yes, we started as a video streaming service company which is Letv.com, but over the past 10 years we have expanded and are today much more. Letv.com owns the rights to over 5 thousand of TV episodes and numerous films in China.

We also have Letv Sports, which owns the streaming rights to more sporting events than any outlet in China -- such as NBA, F1, and Premier LeagueSoccer. We were also the exclusive live streaming provider in China for the Mayweather vs. Pacquiao Fight last weekend.

Our film production company, LeVision Pictures is now one of China’s leading entertainment companies. LeVision Pictures is positioned as a ‘Film Investment, Production and Distribution Company’ in the ‘New Media Era’, and the company now has the largest domestic distribution network inChina. Recently, we collaborated with Legendary East on a $135 million new movie “Great Wall”, which is directed by LeVision Pictures’ artistic director Zhang Yimou -- the most accredited director in China – he directed the opening and closing ceremonies of the Beijing Summer Olympics which some of you may recall.

In addition to content, we also have our own smart devices. We started making a smart TV around 2009, and now we are the top selling TV in China. Just last month, we launched three of our flagship high-end smart phones - Le 1, Le 1 Pro, and Le Max. What’s more, we are the first technology company to commit to making its own electric car - we refer to it as the Super Car. We offer applications through our own Letv Store, which utilizes an open platform system.

This vertical integration of platform, content, devices, and applications is what we call the Letv Ecosystem. Well, let’s watch a short video for you toget to know more about the Letv Ecosystem: https://www.youtube.com/watch?v=Wxz1xfdNqbU

As you can see from the video, Letv integrates platform, content, devices, and applications to create the ultimate experience for ourusers. In this Internet era, people cannot live without their smart devices. This is why we have the one cloud across six screens concept. One cloud is our Letv cloud, and six screens include mobile, tablet, desktop, TV,cinema, and soon, the car. We want these six screens to be easily synchronized and interact with each other in the future. For example, your phone can be a TV remote, or even a car remote. These six screens support all aspects of our future connected and intelligent life, and the car may become the most important screen of the Letv ecosystem.

Today, people demand smart phones and smart TVs; tomorrow we believe they will also demand not only internet connected cars, but intelligent cars as well.

This is why Letv is determined to make smart cars. From a micro perspective, we want to complete our ecosystem. From a macro perspective, making smart cars improves the environment and changes people’s lives for thebetter. It won’t be easy,but nothing worth doing ever is.

The next question becomes, “Why would WE make better smart cars?”

What kind of company has the ability required to successfully make a next generation intelligent vehicle? Do you think it will be traditional car manufacturers?

No, most likely not. This kind of innovation can only come from the ingenuity of a technology company. The type of innovation required is what we call “disruptive innovation”. Most of the time, we have to go against what our past experience tells us – something that’s very hard for a traditional car company to do. Innovation in itself is hard, and disruptive innovation is even harder.

Technology companies, on the other hand don’t have years of tradition or experience in these established industries. We are thus able to push the boundaries of innovation and creativity; we can develop our product based on consumer demand, because constant change is part of what defines an Internet company.

So, why do we need innovation? What are the new challenges facing the automotive industry? Here are five “pain points” I believe today’s automotive industry are struggling with.

First, the Internet has fundamentally changed traditional industries on all fronts, including the automotive industry, through resource integration. Traditional sales channel are facing a real threat. Car dealerships are usable to make a profit from selling cars, so they rely on maintenance and repair for profit.

In the past, dealerships were the only communication channel between customers and car companies. Today customers are able to communicate directly with car manufacturers through social media or email. This keeps communication costs low, and customer demands are addressed in real time.

Second, as fuel prices rise, more and more people will gravitate toward alternative fuel cars, as fewer persons will choose fossil fueled cars. The demand for electric cars will go up as a result.

Third, connected and intelligent features are becoming an important factor people are taking into consideration when purchasing a new car. More and more cars will be able to connect with multiple smart devices, however, traditional car manufacturers are slow to keep up with trends and develop compelling products to keep up. This greatly stunts their ability to improve user experiences.

Fourth, car manufacturers are facing increasingly fierce competition. The value of the software value-added services in the future will be highlighted. This means that while current car manufacturers are competing in product sales and maintenance services, future manufacturers with Connected, Intelligent Cars will find their way to the market and make profits through content and application related services.

Fifth and final – For more and more people, buying cars might not be the only option. With the rise of the collaborative economy and popularity of car sharing, new choices will provide users with lower costs and more convenient mobility.

If the trends in car sharing take off before unmanned driving is fully realized, the application of these car-networking products could be leveraged to improve the quality of the unmanned driving experience.

Now, let’s talk about how to make an excellent intelligent vehicle.

Letv already launched our “SEE Project”; SEE stands for Super Electric Ecosystem. The “SEE Project” is also the code of our electric car project in the U.S, and we are already in the research and development phase as we are preparing to start the manufacturing phase. Our U.S team is gettingbigger and bigger, and our strategy is to only recruit the most elite engineers from all over the world.

During the Shanghai Auto Show last month, Letv displayed a concept vehicle with our partner Beijing Automotive Group. The vehicle had two front seats with a steering wheel and a futuristic screen control panel. Letv also announced our strategic partnership with James Bond's favorite car, Aston Martin as a next step toward Letv's globalization strategy.

In fact, we are hoping to show our new car during the Beijing Auto Show early next year. In the future, our Super car will become one of our six screens. When you are watching our Super TV at home, you will be asked to come and see our brand new Super car. If you are not at home and watching TV, our Le Superphone will tell you. We believe in constantly communicating with our customers, and our concept is CP2C (customer planning to customer), which means: thousands of people participate, thousands of people find our mistakes, thousands of people research and develop, and thousands of people use our product.

When we announced that we were going to make cars, lots of people laughed at us and thought we were crazy. People think our CEO Jia Yuetingis nuts, and leading a bunch of foolish zealots. Not so long ago, we announced that we were going to make smart TVs and phones. People laughed at us then too, but today millions of people use and love our products every day.

There’s this famous quote from Mahatma Gandhi: “First they ignore you, then they laugh at you, then they fight you, then you win”. When something new appears it always faces questioning and challenges, especially from the traditional industries. But in the age of the internet, the old and the new blend to bring about significant change.

We are excited, energized and moving forward. I hope you will follow us, and watch for Le super car.