In 2018, as the price of TV panels fell, the cost pressure gradually eased. However, after the previous “Buy Content, Send Hardware” operating model was overturned, no new model was established and the capital remained cautious. The Internet TV brand in 2018 Development restrictions still exist. How to make use of technologies such as artificial intelligence to make differentiated products is the most important breakthrough opportunity
On the eve of the '1414' fan festival, Xinle took the CEO of Zhi Zhi, Zhang Zhiwei, on vacation. The LeTV business, which has just recently announced cooperation with Tencent Video, has a signal that the trader may be replaced at the turn of the moment. .
The '14-14' fan festival is one of the biggest marketing nodes for LeTV. As the TV operator of LeTV, Zhang Zhiwei confirmed to the First Financial reporter in the afternoon of April 3th that he is currently in vacation.
However, Zhang Zhiwei stated that the 4·14 music fans festival project has been arranged and will be pushed forward according to the plan. For the rumors that Zhang Zhiwei will resign, LeTV responded that no one had heard of this.
LeTV's TV development path or 'divergence'
Zhang Zhiwei was the key person in the 'Sun Hongbin era' that made LeTV return to normal operation. After LeTV saw the outbreak of the capital chain crisis, Zhang Zhiwei, who was the head of Lepa's sales channel 'Lepa', briefly left LeTV in 2017. After the main LeTV, in September 2017, Zhang Zhiwei returned to LeTV, succeeded Liang Jun, became the new operator of the LeTV business, served as Senior Vice President of LeTV and LeTV to the new CEO. Soon, Liang Jun resigned as CEO of LeTV in November of that year. .
In order to get rid of the shadow of Jia Yueting's era, in December 2017, LeTV.com announced that its controlling subsidiary, LeTV, had changed its name to 'New LeTV Zhijia Electronic Technology (Tianjin) Co., Ltd.' and its legal representative changed from Jia Yueting to Zhang Zhiwei. After Zhang Zhiwei returned to LeTV, he held a closed-door conference with the core supplier of LeTV. Using the funds lent by Levente to LeTV, he restructured the supply chain and after-sales service support system of LeTV.
Unexpectedly, only six months after returning to LeTV, Zhang Zhiwei took a vacation before the 4·14 Music Fan Festival. An industry veteran analyzed with the First Financial reporter that Zhang Zhiwei and Liu Shuqing, the general manager and acting chairman of LeTV. There are some differences in business thinking. Sun Hongbin naturally can only choose Liu Shuqing. And Zhang Zhiwei asked 'vacation' is something that happened two weeks ago.
A person who once sold LeTV as a TV reporter told a CCP reporter that he heard Zhang Zhiwei's message of 'vacation' a week ago.
On March 14, 2018, LeTV announced that Sun Hongbin had resigned from the company's chairmanship and withdrew from the board of directors and no longer held any position in LeTV. Sun Hongbin’s director, LeTV Liu Shuqing, prior to the creation of the new chairman, performed on behalf of the company's chairman.
Liu Shuqing did a financial background and was sent to LeTV by Sun Hongbin last year to be responsible for risk control. He was appointed as the general manager of LeTV in December last year. Liu Shuqing stated at the Levision Extraordinary Shareholders' Meeting on February 23 this year that TV is still LeTV's family entertainment strategy. Core, will shrink bad asset sector.
On March 30th, LeTV.com announced that its new LeTV Wisdom company, which holds 40.31% of its shares, plans to sign an "Internet TV cooperation project cooperation agreement" with Tencent. Tencent's video and TV copyright content will be presented on LeTV. The two parties will agree on the agreement. The proportion is divided into LeTV's video content generated by members of Tencent's video content, advertising and other commercialization revenue, and the cooperation period is three years.
This is undoubtedly a positive issue for LeTV, which is still in recovery. It will enrich content resources and increase attractiveness. In response to this, industry insiders predict that Tencent may be able to participate in the new round of financing of the new Le Chi Sage. Some analysts believe that Tencent may not necessarily participate in shares. This time, the two parties are only based on television content operation cooperation. After all, Tencent is already the second largest shareholder of TCL's Internet TV sub-brand Thunderbird. It also cooperates with a number of color power plants. There is no shortage of smart TV entrances.
Internet TV brands look for new models
This year, the color TV market continues to develop in the direction of consumer upgrades, with little market growth. The opportunity lies in the upgrading of products. The Internet television brands that used to play the price war in the past have seen their overall momentum weakened significantly.
According to Jie Meijuan, Deputy Director of Research at AVC Display Division, an analyst with the First Financial Reporter, Internet brands rely on low-cost advantage to enter the market, and the low-cost model will expose them to dual pressure of capital and cost in 2017. 2018 With the declining prices of TV panels, the cost pressures eased gradually. However, after the previous “Buy Content, Send Hardware” operating model was overturned, no new model was established and the capital remained cautious. Development of Internet TV Brands in 2018 The conditions still exist. How to make use of technologies such as artificial intelligence to make differentiated products is the most important opportunity to break through.
In fact, in 2016, LeTV’s annual sales volume rushed to nearly 6 million units, mainly based on the “buy members, send hardware” promotional methods, but LeTV’s TV business also lost about 600 million yuan. The 2017 LeTV The loss of 11.6 billion yuan means that the end of the "hardware is not profitable" model. How to use new techniques to stimulate sales again is a test.
Peng Xiandong, general manager of China Consumer Electronics Co., Ltd., analyzed with the First Financial Reporter that the real estate market was weak and gradually became a major consumer after 90. Mobile phones and tablet computers diverted people's time for watching TV. Comprehensive factors led to the future of the Chinese TV market. The year will be relatively stable, and there will be no big increase in scale. 'There is no increase in the market, traditional brands are under pressure, not to mention new brands?'
Peng Xiandong believes that the second major pressure for Internet TV brands is the rapid fluctuations in panel prices. They generally look for factory production, and are more affected by panel price fluctuations, while traditional brands have a whole chain from procurement, manufacturing to sales.
The third major pressure of internet TV brands is on the consumer side. With the upgrading of consumption, the middle class tends to buy medium and high-end products, and new generations of consumers such as the post-90s are diverted by other display devices such as mobile phones. Peng Xiandong said that Xiaomi, the storm was the most recent Also fight for low prices, but after millet TV impulses with cost performance, in the future will also face the same as the millet phone to reshape the brand premium.