With the old music as "breaking up" What is new music as new music?

On the evening of September 27, LeTV announced that the company's name will be changed from "LeTV Information Technology (Beijing) Co., Ltd." to "New Leshi Information Technology (Beijing) Co., Ltd." (New Leshi Information Technology Corp. Beijing). ), referred to as "new music as".

However, the stock trading code of LeTV.com has not been changed and it is still “300104”.

First, break up with old music

The position of LeTV has changed, not only the name and the actual controller, but everything is changing.

In the past, under the leadership of Jia Yueting, LeTV had launched a high-profile launch of the seven major (raw) Taiwan (state) business. Today, Levision Holdings, LeTV Mobile and other sub-ecosystems are not only difficult to protect themselves, face the dilemma of debt collection by debtors, but also arrears to the parent company LeTV.com. Money. Therefore, in addition to cutting the relationship with the “seven ecology of LeTV” that has already collapsed, the task of “New LeTV” is more importantly to save the precarious LeTV company’s business, handle its debt, related transactions and various litigation disputes. .

According to the Beijing News’s previous interview with Liang Jun, Liang Jun believes that the core reason for LeTV’s loss this year is the negative impact of LeTV’s turmoil. “We have to pay for the entire storm, negatively, our users, consumers, The channel is largely on the sidelines, and the wait-and-see process directly produces an effect, which is the decline of our performance. In fact, we are psychologically prepared. In 2017, LeTV hopes to make some adjustments to prepare the team and strategy for 2018. Restoration, restoration of user confidence, recovery of upstream supply chain, recovery of downstream channels, and public opinion around the need for a process of recovery of word of mouth."

Therefore, LeTV's listed company system will be clearly differentiated from the non-listed system (mobile phones, sports, etc.). Levision’s funding crisis and LeTV’s “uncertain future” have nothing to do with LeTV.

For this renamed action, the new LeTV seems to want to say goodbye to the past, so that the name "LeTV" has become valuable again.

Second, the new music as the platform does not do content

According to an announcement issued by LeTV, after a series of strategic adjustments in the first half of 2017, the company has inherited the ecological philosophy of taking user experience as the core, “platform + terminal + content + application”, and building a large-screen Internet with smart TV as its core. Family entertainment life. With LeTV, LeTV, LeTV and LeTV as the four LeTV's high-quality assets, "New LeTV".

Previously, Sun Hongbin vowed to “make music happy” at Sunac's interim performance meeting several times. He announced his latest strategy: The new LeTV business model is completely different from BAT and does not do platform content.

Third, how to do new music content?

In the past, LeTV began to rely on video websites. When the market has not paid attention to copyright, LeTV.com made a fortune by purchasing the exclusive copyright of “Tuo Biography”. However, since 2013, LeTV’s mobile terminal has fallen behind iQIYI and Youku. Liang Lejun, CEO of New LeTV, said, “The DAU (the number of daily active users) at LeTV's mobile terminal is only one-tenth of that of iQiyi and Tencent, which means that it costs 100 million to buy copyright, and Tencent and iQIYI can sell it. Two hundred million, LeTV may only sell 50 million to make ends meet.”

The logic of Sun Hongbin is that the video sites are all losing money, but companies that do content can make money. Therefore, Sun Hongbin's strategy and new music content distribution as the show, say goodbye to the exclusive copyright.

Sun Hongbin said at the conference's interim results announcement this year: "Lok's TV drama "Hunting Ground" launched this year, according to the original program of LeTV's exclusive broadcast, costs 260 million yuan and definitely loses money. But through content distribution, "The Hunting Ground" has been obtained. With an authorized revenue of 300 million yuan, on the big screen, viewers will not care whether or not you are the exclusive content, and each sub-advertising revenue of "The Hunting Ground" broadcast on LeTV is a net profit."

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