In the afternoon of June 28th, LeTV.com held the 2016 Annual General Meeting in Beijing. At the meeting, Jia Yueting and other executives rethought the past, saying that the future strategy is more focused and the future will focus on two major blocks - the car. The plate and listing section focuses on the listed company system. Focusing on the ecology of the big screen is the most important directional strategy of LeTV. The ecology of the big screen must be the absolute first, leading the second and more.
For the listed company system, Jia Yueting said that LeTV and the listed company itself is an ecosystem. We hope that it can complete an ecosystem of integration of platforms, content, hardware, and Internet applications. We must now absorb mistakes made in the past. Listed companies will Relatively focused.
As a pillar business of the listed company system, LeTV has ushered in a brand-new starting point. According to the content of the conference, the development points of LeTV's big screen will mainly include the following aspects.
First of all, the big screen ecology must become the absolute leader in the industry. Jia Yueting said that listed companies have been positioned very clearly. LeTV and listed companies are themselves an ecosystem. We hope that it will be able to complete an ecosystem that integrates platforms, content, hardware, and Internet applications. Listed companies will be relatively focused. We hope to quickly make LeTV's listing system a truly industry-leading number one for large-screen Internet platforms.
"In fact, LeTV is already the first, but how can we continue to consolidate and become the absolute market leader, which is of great importance to the value of the listed company in the future. This is one of our reflection points in the past, if more in the past The resources are focused on the ecology of the big screen. Perhaps our lead is higher. Now how do we use the next one to three years to truly let Letv see the big screen ecology as the absolute leader in the market? We will go all out. â€
In addition, it will take advantage of segmentation and segmentation operations. Lezhao Cinema CEO Zhang Zhao said that focusing on the ecology of the big screen is the most important directional strategy of LeTV.
Zhang Zhao believes that in fact the entire content industry will move to focus and stage operations. The advantage of LeTV is the advantage of segmentation, especially at the large screen, which is also the core advantage of listed companies. LeTV, as an advocate for the internetization of China's film and television industry, has done so for many years. It has created a niche market for Chinese content. For "Little Times" or "Bear's Infestation," it is all very very clear. Focus content. In the past many years, LeTV has established a strong video operation capability. If this ability can be focused on segmentation and segmentation, the ability to operate becomes LeTV and LeTV (TV service line) competition. thing.
To promote content-based IP play, the big screen will be an important channel. Now, Hollywood and Disney are entering the next stage of the content. The reason is that in the past ten years, the entire content industry was driven by IP, which brought a lot of derivative income, and all derivative revenues were back-fed to film and television, such as the income of the box office, and it became A model that can be recycled, sustainable, and gradually enlarged.
“LeTV has China’s first talent and reserve of film and television production talents, flowers, film and television, and LeTV. How can we use this power to create a new model that stands opposite BAT instead of standing at the foot of BAT. The key point for the second half of the year is to make another move in front of the entire film and television industry for the transformation of 2018. Zhang Zhao said.
Liang Jun also talked about the IP of the content industry at the press conference of the Shanghai Film Festival. He said that the future big screen is an important direction. All IP content must be landed on the big screen. Everything needs to be a big breakthrough. Smart TV + family scenes are home cinemas. This will no longer be the imagination of home entertainment, but the actual needs of millions of home users today, and it is also a brand-new field of content industry expansion.
It is worth noting that the new field of the video industry is in the TV market. The video industry has not grown from PC to mobile. Liang Jun believes that the only new market that can see the huge potential video industry in the future is the TV market. "The advantage of the TV market is that, when others questioned, Let's bite our teeth and do it today. When the market reversed, we developed very well."
As for the monetization model, Liang Jun analyzed that on the TV side, it is possible to fully operationalize members so that the video in the big screen ecology can be quickly realized in the form of membership, and at the same time, it can also not be severely restricted by the lack of content to obtain advertisements, such as booting. Advertising, a TV can be realized.
Carousel channels have all the data tracking properties and user operating properties of the Internet. On television, a balance between advertising revenue and membership income has been found, and both have developed. In contrast, the realization of Tencent and iQiyi on the TV is a patch because he does not have a terminal.
TV operation is Blue Ocean, and video websites are partners. Liang Jun believes that now TV is Blue Ocean. In this blue ocean, LeTV's competitors have three main categories: first, traditional manufacturers; second, millet, micro whale, etc. Third, video sites.
The biggest advantage of LeTV is that it does not require the development of an advertising system when operating, and it directly transfers the team of LeTV.com to directly connect it to the TV at the fastest speed. "In a sense, video sites are our partners. Their advantage on the TV side is content. Their content is more than LeTV. They have money and they have enough installed capacity. On the TV side, because they are just APPs, they are On all kinds of television, his activity is not high."
“LTV has established cumulative sales capacity and operational capabilities on the TV side. With limited resources, self-produced content has a very good effect on our large-screen business. We hope that these adjustments will further focus our resources and let LeTV The business can regain its top position in a new market, and it firmly holds the first place. Only the first place has the market bargaining power."
In the future, we hope to take self-control as a breakthrough point to achieve a far superior advantage. In terms of content, Jia Yueting hopes that Zhang Zhao will lead everyone in the content self-control to obtain an absolute position. He hopes that the value of super TV users will be far ahead of the game, and the scale will be far ahead. The LeTV TV's APP in the big-screen ecology will also be ahead of others. I hope LeTV will take Self-made content is the breakthrough point, which drives the long-tail effect produced by a huge copyright library, and can truly gain a leading advantage from hardware, software, Internet applications, content, and cloud platforms.
To stand at the vantage point in the content Internet industry. Zhang Zhao pointed out that LeTV has a large screen and has self-made content that can be customized for users. The word “customization†is actually the reason why Disney rumors that it wants to acquire Netflix. Who can customize it? This is LeTV’s innovation. The real power of the integration of LeTV and LeTV.
The entire film and television industry is facing tremendous changes. In Hollywood in 2008, the WTO negotiations came to this time, and big changes in the industry as a whole have begun last year. Where the production power of the film and television will be directed, LeTV and Flowers, Musician, and LeTV will be able to customize their power to customize the contents of our charges. This is the core point of integration, which allows us to focus on the entire content of the Internet. The industry stands on a commanding height that no other home can stand on.
Lastly, LeTV meshes its sales channels. According to reports, the channels of Super TV are mainly divided into two layers: first, the platform or LePar, directly with LeTV signed more than 1,000. Second, there are several thousand small and medium channels that are not signed with LeTV. Actually they are some retailers. Let's do a grid, which is to divide China into a number of grids. Each grid's LePar is fixed and let LePar operate in this area to be rewarded.
Liang Jun said, “The advantage of gridding is that it can deal with offline sales and JD.com and Tmall. I can activate online sales, whether sold by Tmall or Jingdong, to this grid. All of them are the same, we are using the system to help the grid of the area, so that the channels under the line are really steadfast in operation, rather than every small LePar went online to open a store full of dumped goods. It is to settle everyone down and use internet tools to help them make money. If this LePar could go with us for three or five years, we have to solve the problem of short-term, medium-term and long-term interests. We will focus on the next three months. In the delineation of the grid, re-signing contracts with the channels will allow LePar channels that are willing to do business in a real way."
"Either way, we are unified online and offline. In addition, each LePar under the line must really help us develop the area where he is located, instead of scooping on the opportunity to make money today, there is no chance to run. We are now The channel changes that are made are largely to solve the problem of channel stability, said Liang Jun.
At the end of the meeting, Jia Yueting also stated that this focus, including his own adjustments, is a very important turning point for Letv Ecology. In fact, it is conducting a second venture and hopes to gain the understanding and continued support of shareholders. He believes that everyone will To see a totally different music ecology, a completely different listing system will relive its former glory.
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