At the press conference on May 16, LeTV’s new president, Liang Jun, excitedly shouted “The radical LeTV is back!†People vaguely recall the footage from an old movie.
"TV can also share?!" According to a reporter attending the meeting, when she heard Liang Jun speak out, his mouth widened.
The sharing model originates from bicycles. Today, sharing bicycles has become part of people's lives. Sharing, here is a real and easy-to-reach concept.
What is "Shared TV"?
Liang Jun's explanation is this: Let users use their own super TV to participate in operations, create value (advertising, shopping, etc.), Super TV will create the value of users through the ecological subsidies to members in the form of super film members to share to users, not In order to obtain high profits, it is rather high-flowing, creating buying habits that make users more viscous to television.
I do not know how many people have read this passage. I'll give you a translation: If you bought a LeTV from 3699 yuan, and then bought a 699 yuan after-sales service package; then, you do as required to do not less than 277 days per year boot; and you continue to LeTV On shopping, such as games, top-ups, purchasing members, etc., you become a LeTV "shared TV" user.
You will surely ask: "That... my income?"
Sorry, LeTV did not speak. He only tells you that LeTV will share the benefits of advertising with you. He didn't say what the revenue is. Moreover, your income is "in the form of content, service feedback." If you want to withdraw money, I'm sorry, no good.
Are you feeling like being cheated?
It is always a good tradition for LeTV to not pay homage to the opponent but to splash water on the opponent. Liang Jun has not forgotten to beat bicycles on the shared bicycle: “The sharing model of LeTV is different from the concept of shared bicycles and shared charging treasures. The shared bicycle model is pseudo-sharing, and is essentially a car rental model decades ago. It is a new era. Old things."
Knowing what to call "Shoot yourself, but say that others are foxes", that's it.
Who is the true sharing model in the end? Comparison can be found.
Shared bikes do not need to be purchased, you can find out when you want to use your mobile phone, place it after use, and do not specify how many times you use at least each year, and at least how long each time you use it. Of course, you need to pay a deposit ranging from $99 to $299.
LeTV does not share TV. First of all, you have to buy a service pack worth 699 yuan; and you have to use it for at least 277 days a year, and you must shop on LeTV, play games, and add money. and many more. LeTV does not need to pay a deposit to share the TV, because it is your own product, it is not too expensive, only 3699 yuan.
do you understand? The price you pay is definite, but your income is uncertain. This is LeTV sharing TV!
One of the greatest characteristics of today’s era is that people have more and more freedom of choice, and the benefits of many choices are certain. I do not know how many people are willing to wait for 277 days a year in front of the TV for an uncertain and necessarily poor return.
More importantly, not all items have shared properties. For example, we often see someone put a note on the buttocks - "The car and his wife will not be borrowed." The proliferation of "sharing" is not about sharing but about ruining sharing.
Netizens commented: LeTV has already played bad “ecological†mode, and is it ready to play bad “sharing†mode?
In my opinion, LeTV TV is essentially closer to the MLM model: you have to buy my products, you have to pull me down, and then you have the qualification to withdraw rebates. How much you rebate depends on what you buy How many products, pull down how many.
This is obviously an alienation of television attributes. The essential nature of television is to obtain information and use it as a tool for entertainment, but it is not necessary to transform it into a platform for trading profit.
1
Behind the return to radicalism is the unspeakable pain?
LeTV regained its aggressiveness due to a significant decline in sales since the second half of 2016, and the public’s confidence in LeTV is becoming less and less deficient.
Specifically, LeTV's sluggish sales are caused by three major reasons:
First of all, the continuous rise in price of the upstream panel in the second quarter of 2016 has created tremendous cost pressures for downstream machine manufacturers. Not to mention that Internet brands have suffered serious losses. Even if the TV companies with strong pressure-bearing capacity have losses, they will have no losses in the first quarter of this year. Upstream panel prices, the whole machine will have to follow up, and as a result, there has been consumer holdings. This is the direct reason why most Internet TV sales declined in the first quarter of this year.
LeTV is the most enthusiasm in the price increase of all color TV brands. It has raised prices three times in a row, and the spread between product prices and mainstream brands is getting smaller and smaller. In the past, LeTV's reason for persuading consumers to buy their products was "My hardware is extremely low-priced." Now that it's fine, prices are almost as high as those of mainstream brands, and those who are happily shopping for LeTV will certainly give up.
Followed by the Internet + retreat situation, the direct performance of the capital market for Internet companies lack of confidence, as the Internet + representative of the company, LeTV stock prices have shrunk dramatically. The lack of investor confidence in the capital market directly undermined the consumer sales market. This is another form of "ecological anti-".
Then, it is always difficult for LeTV to get rid of the crisis and objectively aggravates the public's doubts about the future of LeTV. Since November 2016, all kinds of ** have been reluctant to leave around the cow dung, and the crisis in April and May this year has further aggravated the situation. Executives in a number of industrial sectors have left the company in batches. If the general trend is this, how can consumers have confidence in the future of LeTV? !
So we saw that on this year’s “4.14†E-Commerce Day, LeTV had a strong sales pitch, but sales were still not as good as before. It sold only 386,000 units, about 70% of the 549,000 units in the same period of last year, a drop of up to 30. %.
In fact, the sales target of LeTV's 6 million TV sets in 2016 has not yet been reached. The actual sales volume is about 5 million units.
LeTV’s sales target for 2017 is 7 million units, which is only 1 million more than the sales target in 2016. It can be seen from the management’s heart that 2017 is not easy.
Even if the price increases continuously, LeTV will continue to suffer serious losses. According to the LeTV report data, in 2016 LeTV made a net loss of more than 600 million yuan, which is the highest loss for major internet brands.
In the past six months, LeTV's management team had a conflict of mind and wanted to make profits for a while. They wanted to sell for a while, and their minds swayed back and forth. Before Sunac Ventures did not come in, LeTV was forced to reduce its losses and decided to abandon its low-price and ultra-low-cost strategy. The company's television sales had plummeted. Faced with a sharp drop in sales and Sunac China's investment in LeTV’s new product, Letv decided to return to the low-price era to save the 2017 sales task that could not be completed. “The radical LeTV is back.â€
2
In 2017, the sign that LeTV split into two is already very clear
Sunac China's strong entry into the industry has saved LeTV's three major industry segments (LeTV, Levision, and LeTV), and cast a more uncertain shadow on LeTV's non-listed industry sector.
According to the plan of Sun Hongbin, chairman of Sunac China, there are only two parts of LeTV in the future—listed companies and automobiles. "How does LeTV Jia Yueting love do it?" The others are "sell".
Jia Yueting was caught in embarrassment: he didn't create blood transfusions, and LeTV might not be able to play. With financial innovation, he would face the risk of losing control of LeTV.
Looking at it now, Sun Hongbin does not come to save LeTV. It is more like an attempt to create an incremental market in addition to real estate in China.
One undoubted fact is that Sun Hongbin will completely abandon Jia Yueting's "ecological" model.
However, all of Sun Hongbin’s seemingly crude decisions are reasonable. After all, he is responsible for his own 15 billion investment.
If it is impossible to clearly draw a line between the listed company and the non-listed business sector, in the end the LeTV may also be dragged to death by the entire Letv ecology. This is certainly not what Sun Hongbin wants.
Therefore, it is a good thing for Sunac China to enter three major pieces of LeTV, LeTV, and LeTV. It is not necessarily true for Jia Yueting himself and the music ecology for Jia Shouxin.
At present, it is very likely that the LeTV system will be split into two. Maybe not soon enough, LeTV will be cracked into two pieces: a surname Sun, a piece of Jia. It is not even possible to rule out the possibility that Jia, whose name is Jia, will gradually move toward silence as LeTV, LeTV, and LeTV.
Wrote it here, suddenly remembered that LeTV ridiculed the traditional television company's sentence: "You are still laughing and laughing." Only three years ago, it was heaven and earth. I do not know what kind of mentality watch TV companies look at today.
Who is China's "Laughter to the End" Internet Brand? I don't know, but I know it must not be Jia Yueting's music.
As soon as I finished the publication of this article, on May 21, LeTV.com held a media communication meeting. Jiayue Ting, the chairman of the company, attended the meeting with a group of executives and answered questions concerning investors and the media. At the meeting, Jia Yueting re-emphasized: Let's view the ecology of the seven children as indispensable. Jia Yueting's position and Sun Hongbin demand that LeTV and unlisted companies must make cuts. How does the situation evolve? We will continue to pay attention.
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