Have a look! Tencent Jingdong Suning aids LeTV, is it 'healing the wounded' or 'the digger heart'?

Foreword: When it comes to LeTV, after the break of the capital chain at the end of 2016, LeTV has been spent in the violent shocks of executives, stock market downs and negative rumors. At the beginning of this year, Sun Hongbin resigned as the chairman of LeTV, which caused doubts in the industry. Unexpectedly, Sun Hongbin launched his own circle of friends and brought a group of business people to the "Large Day Group" for LeTV.

On the evening of April 18th, LeTV.com announced that Tencent, JD.com, Suning and TCL and other companies have reached an investment intention with Xinle Shizhi (formerly Leshi Zhixin) with a financing amount of about RMB 3 billion. In response, Xinle’s Zhijia management team issued an internal letter on the 19th, stating that “the first act of reversing the drama was finally ushered in”.

According to LeTV's announcement, Xinle Shizhi's new investors include Linzhi Lichuang (Tencent), Jingdong Bangneng, Suning Sports, TCL Group, Yiyi Investment, Sega Holdings, Hongyi Hongxin (Lenovo) and supply Shangjin Ruixian 8 companies. Among them, the capital increase price of Linzhi Lichuang, Jingdong Bangneng, Suning Sports, TCL Group and Yiyi Investment is 300 million yuan, and the corresponding shareholding ratio is about 2.56%.

Is LeTV really "reversed"?

In the face of the $3 billion increase in capital, it seems that LeTV inhales a sigh of anger at a time and returns to life from the edge of sudden death. It is true that 3 billion yuan is called "astronomical number" for startups, but for LeTV, it is not completely rejuvenated.

After all, looking back at the beginning of last year, Sunac announced that it would invest 15 billion yuan in LeTV. Many people vaguely remember that Jia Boss clasped Sun Hongbin’s hand, just like “money shortage”, suddenly he made a lottery ticket, and in a moment his hand seemed to hold it. Hope.

However, what Sun Hongbin did not think was that the final 16.55 billion voted in, still thinking about the remaining money "how to use", but in exchange for a "slow return." LeTV’s deficit is far from being more than one billion, and it’s because of the identity of LeTV’s chairman, and it’s been “stuck”. The tight money has not been alleviated.

Subsequently, LeTV can only continue to "break the wrist to survive", first let Jia Yueting independently complete his "making a car dream", rather than the listed company can sell the sale, the sale can not quickly retreat, the former senior executives hired It is also a wave of departures. In the meantime, Jia Yueting’s “ecological ideal country” collapsed, and the LeTV population no longer mentioned the word “ecology”, but concentrated on high-quality assets in order to survive.

Therefore, for the 3 billion amount of Xinle’s Wisdom, it’s just a help for LeTV to “re-enter the future.” How to go in the future is still unknown.

Have a compromise, but also a turn

For today's LeTV, the tension of the capital chain is not only unable to invest a lot of marketing resources, but also tasted the copyright price that was spurred in the past. Nowadays, the inability to purchase copyright has caused the film and sports content to shrink sharply, and it has become a "dropper" in film and television content. ".

But it is even more serious, because Jia Yueting has made a lot of noise in the network because of the non-compliance, and entered the "Lai Lai" list, which is the commercial reputation left by LeTV.

Although the investment of 3 billion yuan can't bring LeTV back to life, the investment intention of “Dayutian Group” can greatly increase the industry's concern for LeTV. In terms of content ecology, LeTV also put down its proud body, saying that Tencent is the “content overlord” and Jingdong is the “e-commerce giant”. It cooperates in the video field and online retail and O2O fields respectively, which greatly increases LeTV. The strength of content, cooperation has become the only way out for LeTV.

The most important thing is that even the industry giants such as Tencent, Jingdong and Suning have endorsed it. It is also beneficial to boost the industry's confidence in LeTV and increase financing opportunities in the future.

Back to the "big screen Jinshan" music

Of course, for the 8 major investors, the 3 billion capital injection is not a charity for LeTV, but the LeTV has a large retention rate in the big screen ecology, and it is the “big screen ecology” for the future of the family. "Competing for important entrances."

With the rapid development of Internet technology, "Internet of Everything" has become an unstoppable trend. Living room living can be said to be one of the daily activities that can take up a lot of time for everyone in addition to travel (cars) and work. The highly intelligent and networked TV industry is called an important entry point for the family to access the Internet. It carries various demands such as content consumption, shopping, entertainment, and advertising, and then derives a huge “big screen ecological” traffic portal.

At present, LeTV has entered more than 10 million households, with an average daily operating rate of 65% and a daily average of 5.8 hours, which is relatively leading in smart TV. Since large items such as TV usually have a long update period (5-8 years), and with the members bundled with the purchase of music, consumers usually do not consider updating the device in a short time. In order to compete for the large number of entrances to LeTV, the content cooperation is the key to tapping the “Golden Mountain” of LeTV members.

For LeTV members, through content cooperation, Tencent Cloud has listened to Aurora VIP + Mango TV + LeTV video super member three video services, and can also integrate e-commerce platform shopping, membership value has been improved.

For investors, by interfering with LeTV's own content ecology, it has obtained the traffic entry under the big screen era, which is naturally the winner of the transaction.

For LeTV, such as “Long-term drought and rain”, the funds have finally enabled LeTV to re-enrich its superior assets, thereby further restoring the R&D, production and sales capabilities of Xinle’s hardware, ushered in the first of the “reverse drama”. screen".

Written at the end

Some people say that the "open closed-loop ecology" that opened mouth was only a "Ponzi scheme" by Jia Yueting. However, today "ecology" has become a thing that the BAT giant has not said but has been silently practicing. In the end, it failed to become the ecological "master" LeTV, and now it has become a part of Tencent's ecology.

The author is thinking, if the music of the year is as rich as BAT, perhaps today's Internet is a new pattern. However, if there is no reality, the story of LeTV has become the most typical case of the Internet capital chain break in recent years.

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