The trend of the Internet tycoon is always touching people's hearts. I don't know his wife and beauty Liu Qiangdong, regret to create Ali Jack Ma, ordinary family background Ma Huateng, and return home next week Jia Yueting. To say that the most people are paying attention, it is LeEco's Jia Yueting. Starting last year, Jia Yueting began to explain for various reasons that he would not return to China after staying in the United States. From the spiritual mentor who led LeTV mobile phones to "suffocate his dreams", he has now become a joke among netizens. Recently, LeTV TV, which has been muffled for a long time, announced that it will "return to the rivers and lakes". What changes will this time bring to China's TV market?
LeEco has also worn the "crown"
LeTV originated in 2004, when it was still an Internet video site. In that era, most film and television publishers and investors did not realize the value of online copyright. The copyright owners were panicked with hunger, and the copyright fees fell to the bottom. Jia Yueting had a vision, and determined that LeTV would take the route of paying for genuine products, and took the opportunity to buy the copyrights of a large number of movies and TV series at low prices.
In 2007, the radio and television began to rectify the Internet video industry. The copyright battle of Internet video sites was officially launched. The money that LeTV previously spent on copyright was quickly withdrawn. Jia Yueting's unique vision can be said to help LeTV back then. Escaped, and therefore, in 2010, LeTV became the first video company to go public. However, it is not a long-term solution to make a video website to make money by relying on copyright and advertising fees. Jia Yueting began to want to open up a new path, relying on the powerful video resources behind him, and began to make LeTV Super TV. Jia Yueting's TVs came out at a price and hit traditional manufacturers. For a while, they set off a wave of Internet TV craze in the Chinese TV market.
Starting from LeTV TV, Jia Yueting began to embark on the road of "LeTV Eco". Having tasted the sweetness on TV, he began to plan for mobile phones and cars again. After several years of polishing, the LeTV ecosystem is not small. From the LeTV super TV in 2013 to the LeTV super phone in 2015, to the super car today, the three major terminals almost cover the main application scenarios of people today. Its business covers Internet video, film and television production and distribution, mobile phones, color TVs, automobiles and other fields. The strong alliances between various fields have formed an ecological reaction. For a while, it has become popular in the industry, but it also bought a time bomb for LeTV.
From "hero" to "crossing mouse"
According to Jia Yueting's "dream", the strategic model of "LeTV Ecology" should be a real potential stock, but the problem is that the steps are too much to get involved. If you want to flourish in so many fields, you must spend a lot of money in it, especially in industries that burn money like mobile phones and automobiles. If there is not enough cash flow and the capital chain is short, the debt crisis will break out at any time.
Among the major ecosystems of LeTV, only LeTV's content ecosystem is profitable, and the others are losing money. On the one hand, the performance is sluggish, and on the other hand, Jia Yueting continues to exaggerate his ecosystem wildly. In the end, the disaster came to LeTV. In the head, despite the company's continuous financing, Jia Yueting continued to bet on the equity in his hands, still can not save the dying LeTV, LeTV also fell into the bottom of the valley.
The market value of LeTV used to be as high as 152.65 billion yuan. At the time, as China's fifth largest Internet company after Ali, Tencent, Baidu, and JD.com, its market value is only 6% of that time. This year's semi-annual report performance forecast of LeTV revealed that LeTV lost 1.11 billion yuan in the first half of the year, and its net assets have already become negative. LeEco was once again pushed into the abyss of crisis. As the once king of the GEM, LeTV’s current status makes people sigh. Nowadays, the world of the Internet is changing too fast. Internet companies may turn from so-called "heroes" to "cross-street mice" overnight.
LeTV TV "re-emerges" with difficulties
In 2016, the sales volume of LeTV TV reached 6 million units. For a "rising star" of a pure Internet brand, this number is already very staggering. But in 2017, under the influence of the LeTV brand, the sales of LeTV TVs fell all the way to 41 units. Despite the frantic bombardment of negative news, LeTV’s ambitions have never been hit, but they have kept a low profile in the market. In March of this year, LeTV revealed that the development of a new generation of LeTV TV is coming to an end and will be available in the second half of the year. The long-silent LeTV new product is about to "return to the world".
It is undeniable that LeEco once led the Chinese Internet TV and set off a wave of enthusiasm in the Chinese TV market. But the bonus period is a thing of the past. Today’s TV market has undergone earth-shaking changes. After this year’s World Cup’s major traditional manufacturers’ marketing battles, traditional manufacturers have regained their advantage, while Internet manufacturers have frequently exposed negative news. Consumers have lost confidence in Internet TV. LeTV TV It is difficult to return to its former glory.
Of course, LeEco is not without the opportunity to stand up. In this Internet era, TV, as a terminal in the family, should be interconnected with mobile phones, cars, and home appliances, and provide a multi-faceted service based on ecology to create an open The intelligent ecosystem of the platform. At the same time, LeEco’s genes are Internet video, and it should give full play to its strengths and focus on content in the future. I hope that Jia Yueting, under Xu Jiayin's blessing, can successfully turn over and bring more surprises to the market.
Nantong Boxin Electronic Technology Co., Ltd. , https://www.ntbosen.com