Originally, the chairman of the board of directors had a lot of opinions on Internet companies. Yu Yongfu of Ali Pictures, Yang Yuanqing of Lenovo, and Lei Jun of Xiaomi did not, and the company usually put the company on the right track and became stable. The founder put the CEO. Resign from the job, with micro-control and strategic management, Ma Yun is a typical example.
In front of the shift, Shuai Jun is a military taboo, Jia Yueting resigned from the CEO when the music is precarious: the capital chain breaks news has been lingering, the super car project site is still a barbaric, the ecological circle verbally built up in reality but actually collapsed state.
Many people do not doubt that Jia Yueting’s tears in the super car conference are tears of affection, and he will not doubt that he has vowed to establish his own ambitions.
Jia Yueting and Leshi are just a microcosm of China’s workplace and Chinese companies: The one with the most fat, the loudest, and the most cheeky will usually harvest more attention and more capital matching. Therefore, at one moment, the buildings began to take off, and fireworks were more lonely than people at one time. The ultimate outcome is still the ability to determine the value that individuals and companies can invent. The mystery can blow the bubble of the freshman year, but it can't escape the disillusionment after all.
If you review the progress of LeTV for more than a decade, Jia Yueting leaves at least three inspirations for his colleagues:
01 Focus on Value, Lose Video Opportunity
Imagine if LeTV had been going dark on the video website. What would happen?
LeTV has previously set many records in the domestic video industry: the first A-share listed video site, the market value of the ChiNext, and the largest number of movies and TV plays. In the years following its launch in 2004, LeTV was the top ranked online video team. LeTV and Sohu were the most sought-after video sites of that era.
Now LeTV has slipped to the second team.
Analysys calculations show that in 2016 China's online video advertising mall plans exceeded 20 billion, and in the fourth quarter online video advertising mall revenue ratio, Iqiyi accounted for 21.4%, Tencent video accounted for 21.2%, Youku potatoes accounted for 20.5%, respectively. The top three locations in shopping malls, while LeTV's proportion of 11.1%, while the original LeTV is likely to occupy a higher proportion of shopping malls.
Video is still the number one killer of Internet users in China. According to the latest calculation of CNNIC, by December 2016, China's online video user plan has reached 545 million, and the Internet users' penetration rate has reached 74.5%.
Unfortunately, LeTV has not only failed to defend the extremely commercial value of online video malls, but also lost the cusp of short video and live broadcast.
Today, short videos and live broadcasts derived from traditional video are not only traffic black holes, but also the darling of the capital: According to the latest round of financing budget, the fast-handed valuation has now surpassed 4 billion US dollars, and the unicorns have begun to take shape; Bo also spent a second live on the second birthday of a live broadcast; today's headline makes peers envious of long-time users to stay, but also thanks to the virus-like attractive short video.
If we plunged into online video, captured short video, and opportunities for live broadcasting, the market value of LeTV might be better supported.
02 Horizontal enlargement is a pit, diversification is easy
It seems that Lei Jun teaches people in China that you are ok? Jia Yueting also contributed a new term to China's scientific and technological circle: ecological anti-.
Usually after the main business becomes bigger, the company will seek to expand the business up and down, expand horizontally, and expand across regions. However, Jia Yueting changed the company's interpretation of a pleasant saying: Ecological anti-, right, is the abbreviation of the ecosystem reaction.
The LeTV expansion path led by Jia Yueting is still beginning to widen along with the video, but then there are more and more ink paintings and climates in our country's paintings: from smart TVs, mobile phones to sports, movies and television, to clouds and cars. , Finance, from China to Southeast Asia, India, Russia, and the United States, the battlefield is endless, and there are many areas that can be touched upon.
The nearer expansion from LeTV’s video business is undoubtedly smoother: sales of LeTV’s mobile phone have broken 10 million a year after being listed; LeTV’s TV line has been online for three years and sales have reached 7 million.
LeTV’s expansion was questioned from the very beginning: where did the funds come from? Where does talent come from? How to enter the mall? Therefore, in addition to the dazzling variety of conferences and bright PPT, LeTV has continued to break into all sorts of rumours: employee bills can not be reimbursed, suppliers arrears, abandoned the exclusive rights of the Super League.
Globally, there are few companies that can successfully implement a diversification strategy. GE, led by Welch, is a non-imitation case, but GE is still undergoing a diversified cut-down portfolio until today. Under the guidance of the "many-one-to-many" criteria, those who fail to enter the top two jobs will have no problem. Sell ​​mercifully.
Today, LeTV has to accept shock-type weight loss therapy. When Sun Hongbin, chairman of Sunac China, took 15 billion shares in LeTV, he clearly stated that he would not invest in LeTV. There are still three things that cannot be read: “First, when will the inflection point of electric shopping malls arrive? How long is the time period of heavy volume, but it is still unpredictable.Secondly, how to complete the battery technology break and how to reduce the corresponding capital?The direction of the battery industry is not yet clear, there are variables.The third, charging conditions.Equipment charging pile, is a Endless works."
It is impossible for Jia Yueting and Dong Mingzhu to be moth-like to escape the enthusiasm for electric cars.
The McKinsey Consultative Group had previously conducted a search of 412 sample companies. In this query, all companies were divided into three categories: professional operations (the sales revenue of one business unit accounted for at least 67% of the company's revenue), and the diversity was moderate. The operation (the sum of the sales revenue of any two business units accounts for at least 67% of the company's revenue) and the diversification of operations (the sum of sales revenue of any two business units does not account for at least 67% of the company's revenue). It is worth noting that in this query, the return on investment in specialized operations was 22%, while the return on shareholder's investment in modest diversification and diversification was only 18% and 16%.
Scratching bones is one of the few ways out of music. Wherever he went, he had a similar experience. After spending several years selling off billions of clothes, he painstakingly decided to cut the number of SKUs from hundreds of thousands to thousands and return to “a shirt†to restart. This day the second appearance of e-commerce.
03 Branding is not just about PPT and Slogan
There are two ways to exit the center of the stage: decent ones, as a joke to sow the rivers and lakes.At the beginning of the birth of LeTV, there was a fierce brand awareness, and Jia Yueting was a synonym for LeTV. The media’s attention to music is beyond doubt. However, the degree of emphasis does not directly equate with the reputation.
This infinite amount of transmission began with various types of conferences held by Le Video. How many news conferences does LeTV do in one year? At one event, Liu Jianhong, Chief Content Officer of LeTV Sports, gave a number of 100 games in 2016. The media in the audience shouted and saved.
The words on the press conference were also rich and colorful. This LeTV company is also happy to share on its own media accounts:
2012-2013: "The routine we started with is the overthrow and overthrow! From the rebuttal day to the overthrow it is ... The conference will always need to be upside down to be stable enough."
2015-2016: "As the time passes until 2015, we seem to have abandoned the hanging conference invitation letter and started on the road of "domineering". From touching the future to returning to the king and then to evolution?2.. It's always a matter of pride."
2017: “Maybe we are wondering at this time, what kind of invitation letter is forcing and not easy to read? In English...
The release of high-frequency, rich and varied slogan finally pushed LeTV on the value list after another.
Millward Brown, a research company of the advertising organization WPP, appeared in the list of "2017 Most Valuable Chinese Brands Top 100" released in March this year. LeTV ranked 32nd in terms of brand value of US$2.576 billion (Netease ranked 31st) in the technology category. Ranked No. 6 in the brand, ranked above Haier, Gree, Iqiyi, Youku potato. Yili and Mengniu ranked 18 and 19 on this list.
LeTV’s sense of presence in the media has been deconstructed by various segments: a company recruiting LeTV employees to be screened for 15 minutes before closing the interview; the quick-spread users who are angry at the crown are also venting their indignation. The vast majority of the people usually do not have a good end.†Even Sun Hongbin was black, Jia Yueting: “A month is spent at LeTV to go to work, where Le has a loss, and where it makes money, she has a lot of things to understand.â€
From the black, perhaps it is just the starting point for music as the brand's rebirth.
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