On May 18th, the day before PPTV held a brand strategy conference, Zhong Yikang issued a report on the market share of China's color TVs in the overall market in April 2016. The report shows that:
“The LeTV Super TV sold 715,000 units in April, which accounted for 21.83% of the total. It was the first in the industry and omnichannel. The 40-, 43-inch, 50-inch, and 55-inch single-size segment sales were the first in the industry. ."
(Editor's note: This data immediately caused controversy. Zhong Yikang finally clarified that “Letvision uses public platform monitoring data + LeTV’s own website data.†Implications, this “first†we cannot Confirm or falsify.)
On the same day of the press conference, PPTV President and CEO Michelle also gave a similar data:
"PPTV TV shipments in 2016 will probably be 1 million units. So far, sales volume should be several hundred thousand units."
Although the accuracy of the two data is debatable, there is a fact that there is an objective reality, that is, the same video site to do Internet TV, PPTV and LeTV in the shipping capacity there is still a certain gap. In this regard, Mi Fu said:
“This gap is normal. First of all, you can watch LeTV’s financial report. The TV is actually a LeCai subsidiary. Second, LeTV is three years ahead of ours. Third, LeTV is currently the entire Internet brand. Ranked first, but each one he sells is losing money. I'm making money for every one I sell."
In the end, Mi Fu asked back: "Why should I do something to make money?"
Losing money started with the copyright dispute.
Since the concept of "copyright," "IP," "head content," and other concepts have received increasing attention, the video industry seems to suddenly become a local tyrant. For this reason, the giants have spent billions of dollars, whether it is movies, variety shows, sports, or net dramas.
In fact, this phenomenon reveals the essence of "the struggle for video is contention." PPTV certainly took part in this battle, but the resources invested were somewhat dwarfed by others.
At the beginning of last year, Fan Zhijun, chairman of the PPTV management committee, said: "In 2015, PPTV will invest 3 billion yuan in rich content." The investment in 2016 was 5 billion. For comparison, Tencent, iQIYI, Youku, and LeTV's investment in content are all in the ten billion unit.
Today, Mi Fu has already accepted the fact that PPTV is on the second tier of the video site. In his view, the reason why such a situation is formed today is due to the fact that PPTV is limited by technology and has not completed the transition from PC to mobile in a timely manner:
"PC can implement P2P technology, but mobile P2P is not very good, because Android and iOS chips are difficult to achieve a good experience. Although there can be done, but the effect is very limited."
On the other hand, he does not think it is reasonable to exchange good-looking traffic data at the expense of huge losses.
"The ranking of videos does not make sense for us. Today, with a lot of money, traffic can also reach the industry's first level."
"Iqiyi lost 2.65 billion yuan last year. What happened to us when we did it first? Killing the enemy by one thousand and losing 800 yuan?"
"What does traffic bring? If the traffic brings costs, consider the liquidation problem. Companies that have not been profitable for a long period of time are a rogue for capital."
This logic of Ke Meike is a naked reality in the eyes of Sun Zhonghuai, vice president of Tencent. The latter said at the press conference at the end of last year: "Although the data looks good, the three BAT companies have not achieved profitability in the video business and will continue to lose money in the near future."
PPTV is also losing money. The financial report shows that in 2014, the loss of PPTV Cohesion reached 485 million yuan. In 2015, the net loss of PPTV Cohesion reached 705 million yuan in the first three quarters. Obviously, this is not what Rice is willing to see.
Another set of logic
“Previous PPTV was a pure website, but today we have a big tree like Suning.†So, “We have developed PPTV from a pure Internet video company to a cultural O2O platform company.†The conference said.
PPTV is a good understanding of Online, Suning is also a good understanding of Offline, but in addition to the former through the latter's channel capabilities to sell hardware such as "O2O", other forms of "O2O" are somewhat obscure. According to Mi Fu, this is also the focus of PPTV's efforts in the future.
“In this section we have to do a lot of Live Studio and Live Space, which are fully represented through the participation of our business. So some time ago when the group opened the meeting we put forward, the goal of 2017 is to 100 cities have opened up 1,000 cultural experience centers, called the 100-city plan."
In addition, PPTV Cohesion will also invest certain resources in incubating the cultural industry, and cooperate with YY, PLU and other platforms to carry out the work of “righting the netâ€. However, the specific details are not clear, so the strength of the investment is not known for the time being. As for liquidation, Mi Fu focused on three things: advertising, paying members, and smart hardware—TVs and mobile phones.
Free television and mobile phones outside of the main business?
At the press conference, Mi Fu’s ink on the hardware business was scarce and almost passed. This can not help but suspect that PPTV has marginalized the hardware business. In this regard, Mi Yan denied it.
As with the content, Mie stated that he could not understand the logic of losing money to sell products because:
"Suning has 25 years of experience in hardware sales. He has never heard of a hardware that must lose money. The so-called loss of money or earning money is a marketing strategy at that time, but it should not be contrary to the market value of commodities. â€
The logic sounds a bit ambiguous, but Mi Yee is very clear that if he sells hardware, he cannot lose money. Instead, he “will not do aggressive and massive losses under the current strategy.†In short, this is still a Scale problem. In the exchange, Mi Fu only repeatedly emphasized when he talked about the hardware business: "The water inside is very deep."
“How long ago did it take to buy a TV? How long is the development cycle of Internet TV? How do you do it for different versions of Android? Or how do you operate with a unified and standardized service? These are very difficult.â€
As for the scale of the hardware team at this stage, Mi Yee: “Now more than 200 TV teams in PPTV have more than 100 mobile phone teams.†They are even an order of magnitude lower than the hammer technology that claims to be a “small manufacturerâ€. Under such investment and business logic, it seems that there is no need to ask its market ambitions.
“The LeTV Super TV sold 715,000 units in April, which accounted for 21.83% of the total. It was the first in the industry and omnichannel. The 40-, 43-inch, 50-inch, and 55-inch single-size segment sales were the first in the industry. ."
(Editor's note: This data immediately caused controversy. Zhong Yikang finally clarified that “Letvision uses public platform monitoring data + LeTV’s own website data.†Implications, this “first†we cannot Confirm or falsify.)
On the same day of the press conference, PPTV President and CEO Michelle also gave a similar data:
"PPTV TV shipments in 2016 will probably be 1 million units. So far, sales volume should be several hundred thousand units."
Although the accuracy of the two data is debatable, there is a fact that there is an objective reality, that is, the same video site to do Internet TV, PPTV and LeTV in the shipping capacity there is still a certain gap. In this regard, Mi Fu said:
“This gap is normal. First of all, you can watch LeTV’s financial report. The TV is actually a LeCai subsidiary. Second, LeTV is three years ahead of ours. Third, LeTV is currently the entire Internet brand. Ranked first, but each one he sells is losing money. I'm making money for every one I sell."
In the end, Mi Fu asked back: "Why should I do something to make money?"
Losing money started with the copyright dispute.
Since the concept of "copyright," "IP," "head content," and other concepts have received increasing attention, the video industry seems to suddenly become a local tyrant. For this reason, the giants have spent billions of dollars, whether it is movies, variety shows, sports, or net dramas.
In fact, this phenomenon reveals the essence of "the struggle for video is contention." PPTV certainly took part in this battle, but the resources invested were somewhat dwarfed by others.
At the beginning of last year, Fan Zhijun, chairman of the PPTV management committee, said: "In 2015, PPTV will invest 3 billion yuan in rich content." The investment in 2016 was 5 billion. For comparison, Tencent, iQIYI, Youku, and LeTV's investment in content are all in the ten billion unit.
Today, Mi Fu has already accepted the fact that PPTV is on the second tier of the video site. In his view, the reason why such a situation is formed today is due to the fact that PPTV is limited by technology and has not completed the transition from PC to mobile in a timely manner:
"PC can implement P2P technology, but mobile P2P is not very good, because Android and iOS chips are difficult to achieve a good experience. Although there can be done, but the effect is very limited."
On the other hand, he does not think it is reasonable to exchange good-looking traffic data at the expense of huge losses.
"The ranking of videos does not make sense for us. Today, with a lot of money, traffic can also reach the industry's first level."
"Iqiyi lost 2.65 billion yuan last year. What happened to us when we did it first? Killing the enemy by one thousand and losing 800 yuan?"
"What does traffic bring? If the traffic brings costs, consider the liquidation problem. Companies that have not been profitable for a long period of time are a rogue for capital."
This logic of Ke Meike is a naked reality in the eyes of Sun Zhonghuai, vice president of Tencent. The latter said at the press conference at the end of last year: "Although the data looks good, the three BAT companies have not achieved profitability in the video business and will continue to lose money in the near future."
PPTV is also losing money. The financial report shows that in 2014, the loss of PPTV Cohesion reached 485 million yuan. In 2015, the net loss of PPTV Cohesion reached 705 million yuan in the first three quarters. Obviously, this is not what Rice is willing to see.
Another set of logic
“Previous PPTV was a pure website, but today we have a big tree like Suning.†So, “We have developed PPTV from a pure Internet video company to a cultural O2O platform company.†The conference said.
PPTV is a good understanding of Online, Suning is also a good understanding of Offline, but in addition to the former through the latter's channel capabilities to sell hardware such as "O2O", other forms of "O2O" are somewhat obscure. According to Mi Fu, this is also the focus of PPTV's efforts in the future.
“In this section we have to do a lot of Live Studio and Live Space, which are fully represented through the participation of our business. So some time ago when the group opened the meeting we put forward, the goal of 2017 is to 100 cities have opened up 1,000 cultural experience centers, called the 100-city plan."
In addition, PPTV Cohesion will also invest certain resources in incubating the cultural industry, and cooperate with YY, PLU and other platforms to carry out the work of “righting the netâ€. However, the specific details are not clear, so the strength of the investment is not known for the time being. As for liquidation, Mi Fu focused on three things: advertising, paying members, and smart hardware—TVs and mobile phones.
Free television and mobile phones outside of the main business?
At the press conference, Mi Fu’s ink on the hardware business was scarce and almost passed. This can not help but suspect that PPTV has marginalized the hardware business. In this regard, Mi Yan denied it.
As with the content, Mie stated that he could not understand the logic of losing money to sell products because:
"Suning has 25 years of experience in hardware sales. He has never heard of a hardware that must lose money. The so-called loss of money or earning money is a marketing strategy at that time, but it should not be contrary to the market value of commodities. â€
The logic sounds a bit ambiguous, but Mi Yee is very clear that if he sells hardware, he cannot lose money. Instead, he “will not do aggressive and massive losses under the current strategy.†In short, this is still a Scale problem. In the exchange, Mi Fu only repeatedly emphasized when he talked about the hardware business: "The water inside is very deep."
“How long ago did it take to buy a TV? How long is the development cycle of Internet TV? How do you do it for different versions of Android? Or how do you operate with a unified and standardized service? These are very difficult.â€
As for the scale of the hardware team at this stage, Mi Yee: “Now more than 200 TV teams in PPTV have more than 100 mobile phone teams.†They are even an order of magnitude lower than the hammer technology that claims to be a “small manufacturerâ€. Under such investment and business logic, it seems that there is no need to ask its market ambitions.
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