Industry pioneers may not always be leaders, but LeTV has such a dual identity in the field of Internet TV. In the emerging field, changes in the status of the leader can often bring about the corresponding domino effect. Last year's 'ecological crisis' not only made super Televisions are temporarily in the arena, and they have also led Internet TV collectively into a downturn.
However, judging from this year’s 414 Fans’ Festival, Super TV once again announced its “return” to the Internet TV battlefield with a high “price ratio”, and its brand-name subject, the new Le Vision Sensei, also plans to increase capital by 3 billion in the near future. Huo Huo has a great momentum. On the evening of April 18, LeTV announced that the new Lezhi Wisdom has made investments with multiple investors including Tencent, Jingdong, Suning Sports, TCL Group, and China Life Insurance. intention.
In an internal letter entitled “The Opposing Opportunity, For those who have been fighting — To All New Music as a Wisdom Colleague” in a recent letter, the new LeTV Sensei management team stated: 'Now, we have ushered in an anti- Turn: All questions will become the past, Super TV will set sail! 'The storm that once LeTV's temporary departure from the game, Millet's 'Brothers' dispute' will inevitably have new changes.
Internet TV 'winter', temporary 'wind-meter dispute'
In 2013, LeTV set off a wave in TV market through model innovation. With the combination of hardware and content, Internet TV not only provided users with a fresh experience, but also brought shock to traditional TV, which forced traditional manufacturers to transform. In the subsequent For a few years, LeTV has had no time at all.
In 2017, the Internet television industry staged a drama of “Xingye Leshi, as well as bittersweet music”: LeTV, who had been swift and aggressive in the television market, was in crisis because of the 'ecological strategy', which also made Internet TV as a whole fall. According to cloud network data, the market share of Internet TV brands in 2017 was only 13%, which was a year-on-year drop of 6 percentage points. The newly-listed models decreased by 11% year-on-year.
From the performance in the 'winter', the industry entered the storm, and Xiaomi competed with one another.
Before LeEly leave the market, few people should estimate this situation. It can be said that both Xiaomi TV and Storm TV have been enveloped in the shadow of LeTV in the past few years: not only with the music's 'play' Let millet and storm make a loss in the corresponding business, the 'gap' in market share has not been effectively filled. After all, in similar products and operating models, LeTV is 'original'.
Look at some of the 2017 millet and storm data in the 'missing' market:
The forecast of the 2017 annual results announced by Stormwind Group earlier shows that its Internet TV business revenue has increased significantly, which represents an increase of more than 40% over the same period of the previous year. Other public figures indicate that the sales of Stormwind TV in the first three quarters increased by 30% year-on-year, resulting in an increase in revenue. 82%. In terms of channels, Storm TV built more than 6,300 offline channels in the past year.
As for Xiaomi, according to China Yikang’s public statistics, sales of the Xiaomi TV line increased by 91.2% year-on-year from January to July 2017. During the 618 period, the sales volume of the entire network increased by 500% year-on-year. In the second half of the year, millet TV also won several times. Sales on the continuous line first. Channel, millet line shop in the last year added about 250.
From competition 2 to battle 1, LeTV's 'absence' is meeting the ambition of millet and the storm, but the 'wind-meter dispute' may be only temporary, because of Super TV's 'return'.
LeTV 'return' is full of sincerity, Sun Hongbin Ming Xiong secretly
For LeTV, the Super TV's 'far from the lake' does not leave completely, but it is time to wait until it returns. From the end of last year, the new LeTV whiz as many as ten new products can be seen.
This year's 414 Music Festival, Super TV has shown its sincerity of 'returning'. Let's compare the two products of music fan festival and rice flour festival as an example:
Processor selection, music as the X65L select 64-bit Mstar, dedicated smart TV, millet TV 4A65 use Amlogic, box-specific; storage configuration, music as the X65L 16GB, millet TV 4A65 8GB; quality technology, Le X65L support HDR, SDT to HDR, Millet TV 4A65 only supports HDR; color gamut, LeTV X65L is 125%, millet 4A 65 is 100%; dynamic backlight, music as support, Xiaomi no; content, LeTV 1 member all playing through Le + Tencent + mango, and millet TV access iQIYI, Youku video and other content libraries, but each need to be purchased separately.
In addition to the product first, Xin Le Zhi Zhijia has also made a new round of preparations for 'Logistics': LeTV.com recently announced that New LeTV Zhijia Electronic Technology (Tianjin) Co., Ltd. will be valued at RMB 9 billion in cash and The capital increase of the debt shall not exceed RMB 3 billion. The capital increase plan will be mainly based on the introduction of new investors.
Of course, in the process, there are also some news that may confuse the outside world: Sun Hongbin recently stepped down as chairman of LeEco, and released some negative comments on LeTV. It seems that he has already given up LeTV. However, this is only what seems to be, or is it here The 'abandoning' is a trade-off between Sun Hongbin's investment in LeTV's three businesses, and in the view of Nail Technology, this may be Sun Hongbin's clear-cut darkness.
Some of the facts that have occurred may be used to support this kind of speculation: First, Sun Hongbin pulled Tencent before the 414 fan festival TV promotion, and helped new LeTV Sensei through the linkage of content business; Second, Sun Hongbin declared last year that he did not After purchasing the copyright again, he recently received the hot drama “Great Expectations” for LeTV.
LeTV recorded sales of about 3 million units in 2015 and about 6 million units in 2016. As a 'new' category featuring 'soft-hard-hardness', LeTV has led the way in the continuing sluggish TV industry and has grown up against the trend. In LeSucce's several major ecosystems, it can be said that the development is the best. From the previous 7.95 billion yuan into LeTV, it can be seen that TV business is the main target of Sun Hongbin.
In addition, Sun Hongbin once said: 'We have voted for LeTV, LeTV, and New LeTV as wise, and the other two are all fine, mainly LeTV's investment has failed.' This explains Datong Sun Hongbin's departure but draws a line. Tencent and Xinle view the contradiction between Wisdom and the play. It can be seen that Sun Hongbin may give up LeTV, but he still expects TV business itself.
According to the internal message of Xinle as the wise family, we wrote: Last year, we were sang and it seemed that our end was like a dried-up well. As soon as we knew it, our road was not finished and it was written by passersby. In the end, we can't be reconciled, and we can't be reconciled not to leave the field ourselves, but our mission is not yet completed - to use better products for more people. So we keep on fighting and we want to stage this winter. As soon as the Jedi fight against it was made known to all, this reversal is far from the end.
Regardless of the product itself, service cooperation or follow-up 'grass and grass', the new music zhizhi are fully prepared for the 'return' of the super TV, plus Tencent, Jingdong, Suning and other strong support by investment cooperation, new music as In addition to more resources, the zhijiao will also take steps in terms of traffic, word-of-mouth, etc. The Internet TV industry may happily welcome the 'new spring' to reproduce the lively scene of the Lemi dispute.