At the end of August, Du Haitao made a surprising announcement: he was entering the Internet TV industry. The news sent shockwaves through the market. As one of the most recognizable faces in entertainment, his move sparked intense debate. Many questioned whether an "invisible rich" star, who had previously dabbled in various ventures, could truly succeed in such a complex and competitive field.
LeTV, once a major player in the TV business, is currently struggling, and many wondered how Du Haitao, known for his acting and singing, could possibly make a mark in the tech-driven world of smart TVs. Despite this skepticism, Du Haitao has been actively engaging with fans on Weibo, asking for their opinions on what kind of TV they would like to see. His efforts have led to widespread online discussions, though not everyone is convinced that his involvement is genuine.
On one hand, he’s been seen close to Shen Mengchen, while on the other, he's trying to establish himself in the TV business. This has left many confused—was it a strategic move, or just another celebrity gimmick? For Du Haitao, this isn’t his first foray into business. In 2012, he launched a Taobao store called “Mr. Xiong Brand Home,†quickly becoming a top gold seller and reaching five-crown credit status. He expanded into physical stores, opening multiple locations in cities like Guangzhou and Wuhan, and even opened two franchise stores in Changsha.
However, online retail and traditional retail are quite different from the high-tech world of smart TVs. While celebrity endorsements can help promote products, building a successful TV brand requires deep technical knowledge, strong R&D capabilities, and a polished user experience. According to reports, Du Haitao’s project is the first celebrity-customized Internet TV in China, with plans to offer top-tier hardware, exclusive content, and advanced system integration.
Many people associate “celebrity customization†with simple branding—like putting a star’s logo on a product or using their image in the UI. But Du Haitao’s approach seems more ambitious. He’s focusing heavily on content, aiming for exclusive and large-scale resources, including his own unique programming. This has caught the attention of many users, as content remains the core of any successful Internet TV platform.
What sets Du Haitao apart is his understanding of fan expectations. He’s not just chasing popularity—he’s targeting the real value that fans care about. With the support of Mango TV’s subsidiary, “Love Mango,†he has access to a wealth of content, including variety shows and dramas from Hunan TV and Mango TV. The system itself is built on MUI, a self-developed operating system that combines the best features of current UIs, making it fast, intuitive, and user-friendly—perfect for all ages.
In short, while many may doubt Du Haitao’s ability to enter the TV industry, his strategy and partnerships suggest he’s taking this seriously. Whether he’ll succeed remains to be seen, but one thing is clear: he’s not just playing around.
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