LeTV's success in the smart TV market has made more and more companies involved in video and television sit still. Skyworth, Hisense, iQIYI, Xiaomi, etc. launched an attack on LeTV. PPTV also launched three on the previous day. Leverage TV's products. Among LeTV's many rivals, PPTV is the most similar to it. I wonder if PPTV that has been redressed from the industry's major reshuffle can reverse the Letv?
Sports vs. Sports, LeTV Sports Become More and More Powerful, PPTV Will Strive for Catching-up
What PPTV and LeTV often compare together is not their respective video services, but they both have strong sports content resources. Especially for football fans, PPTV has always had a large number of Premier League fans. Last year, LeTV focused on La Liga. I personally is a Barcelona fan and a TV user. As far as subjective feelings are concerned, watching La Liga with LeTV is really much better than watching it on a PC. The biggest attraction of LeTV compared with other smart TVs is not how rich video content is (in fact, LeTV's video content is normal), but because of its strong sports content resources.
In the Internet circle, I heard that many people praise LeTV for their strong sports resources. The combination of sports + smart TV can really bring a very good viewing experience. For PPTV, which also has abundant sports resources and a large number of fans, it uses Let's consider the same combination of sports + smart TVs as a combination strategy. LeTV Sports has been independent from LeTV in March of last year. As a result, the business form of the single video media website of LeTV Sports Channel has developed into a full-industry-chain sports based on “race operation + content platform + intelligent + value-added serviceâ€. Eco-type company.
In May of this year, LeTV Sports completed financing of A and A+ financing totaling 800 million yuan, with a valuation of 2.8 billion yuan. The news came again yesterday. LeTV Sports is planning a new round of 500 million U.S. dollars of financing with a valuation of 3 billion U.S. dollars. The rapid growth of LeTV Sports made PPTV also see the feasibility of the independent sports business. Sure enough, in July of this year, PPTV was officially split up, and an independent operating PPTV sports company was established. The CEO was served by Fan Zhijun, an executive from Suning. The industrial layout of PPTV sports covers six major sections, including all-media platform construction, event operations, sports training, sports intelligence, sports finance, and sports investment. The overall operation idea is similar to that of LeTV Sports. Both will be direct competitors in the future.
In fact, the competition between the two has begun quietly. In July, LeTV got the Premier League broadcasting rights, PPTV accidentally went out, and PPTV played the meaning of the Spanish “Hola†hello on the previous day’s strategic conference. Yesterday, it was rumored that PPTV Sports won the exclusive broadcast rights of La Liga for the next five years at a price of 50 million Euros per year and a total price of 250 million Euros. The specific content may be announced on August 5th. Letv Sports won the Premier League, PPTV grabbed La Liga, and the competition was fierce. I am afraid that for the fans, watching the ball is not a matter of changing channels, but the change of television. Between LeTV Sports and PPTV Sports, the competition of sports content resources is on the surface, and it is actually the competition of smart TV. The deeper is the ecological dispute between LeTV and Suning.
Hardware can work together to music, sales, systems, content, brand influence it?
In addition to sports, PPTV and LeTV are now meeting in the smart TV market. The day after PPTV released three smart TVs, it also triggered small-scale mutual tearing. LeTV released a name on the official Weibo and WeChat titles. One hundred PPTV-50P compared to LeTV X3-50 content, which compares the PPTV-50P and music as X3-50 two, PPTV's three models are 55P, 55T and 43P, and no 50P this, and LeTV has no X3-50 product at this moment. I don't know how this contrast comes from.
LeTV as a funnel full of "pressing" practices have lost style, is this to do for their new products to warm up? The LeTV that has been in the smart TV market is still afraid of just entering the PPTV it? This time with PPTV is not to help opponents do propaganda? Today, LeTV is not as strong as last year in terms of hardware and selling price. However, it is still in short supply. This shows that the user's love for LeTV is not just a cost-effective factor, but that its brand image has been deeply rooted in people's hearts and products and services are It also does a good job. The price-performance battle is an endless battle. Brand recognition is the guarantee of sales.
In fact, the three TVs released by PPTV are not worse than LeTV and even better. It may also be another reason why LeTV has compared a non-hidden X3-50 product with a PPTV TV. . Although PPTV has already been fully implemented in hardware, PPTV has only just begun. Regardless of market availability, system interaction experience, richness of content, and brand influence, it still needs continuous improvement. In fact, it is possible for LeTV to be tense. It is not PPTV itself but the Suning behind it.
If Suning is willing to invest in PPTV (Suning plans to invest more than 1 billion yuan in the PPTV project at the beginning of the year), it is not too difficult to catch up with LeTV on the content. Sports content competition is a good proof, and nowadays video sites are There is no novelty in the content of movies and television. There are no new dramas in the American dramas, Hong Kong plays and Korean dramas that everyone wants to see. As far as the domestic dramas are concerned, the movies are basically all old movies. In fact, the content richness of video content is actually all in the Self-deception, especially millet TV is the biggest "crook". In terms of content, Suning also has to set up a film and television company in conjunction with PPTV in the second half of this year. This again went with LeTV. LeTV has already had two major content producers: LeTV and Huafan, and now PPTV also has to insert one. foot.
In terms of sales volume, PPTN sales channels backed by Suning are not a problem. As long as PPTV TV has sufficient production, Suning Online and offline channels can definitely help PPTV to complete shipments. PPTV’s goal is to sell 1 million units this year. Or test its capacity can not meet the standard. As for system interaction, PPTV TV has not yet been experienced. It is not straightforward to compare, but if you are accustomed to LeTV, using other TV systems will inevitably be awkward. On the system side, Suning adopts an open attitude. PPOS research and development of PPTV will be open to other Suning partners such as Samsung, LG, Philips, Konka, Changhong, Haier, and Pioneer. Suning has set a goal of selling 3 million units a year for PPOS. The purpose is to promote the development of other businesses in Suning through the TV operating system.
In addition to television, LeTV will do mobile phones, bicycles, and cars. PPTV may do it.
Suning developed a "hardware + content + service + e-commerce" development model for PPTV. PPTV will focus on the four segments of online video, smart hardware, PP cloud business, and PP sports. The composition of Letv Ecology is "Content + Terminal." + Platform + Applications, the two are quite similar, and the next competition is inevitable.
At present, it can be seen that in the content, the competition between the two sides in the sports market has become increasingly fierce, and Suning will also increase investment in film and television to compete with LeTV industry, flower and television. In the hardware terminal market, PPTV TV has come out, and in addition to TV, PPTV is also planning to start doing mobile phones. In April this year, it was reported that PPTV intends to launch the PPPhone mobile phone. Although there is no official official statement, this news is basically true. The LeTV is just coming into the market soon. The PPPhone is coming, and the competition is getting faster and faster. Music as the market acceptance of mobile phones is quite high, do not know whether PPPhone will have amazing performance.
LeTV's video, sports, film and television, television, mobile phones, and e-commerce, PPTV have already done or intend to do, and that music is still doing bicycles and smart cars, I wonder if Suning and PPTV have this plan? Maybe we can think about it, Levision’s continuous innovation and bold cross-border, making its market imagination more and more, the market value has always maintained at the level of one hundred billion, and the market value of Suning is only one hundred billion level, if you take the value of LeTV as a reference According to Suning's efforts to hold up PPTV, Suning's own share price will have a high premium. From the perspective of the capital market, Suning will continue to promote the development of PPTV, and for the development of the specific business of Suning, PPTV is also a high-quality Internet asset that must be caught.
From a large environmental perspective, BAT Xiaomi is a competitor of LeTV. In contrast, the combination of Suning and PPTV is the nearest competitor to the LeTV model, and now we can see whether Suning can take the PPTV move. . If you can take a good walk, PPTV will replace Xiaomi as the most difficult competitor encountered by LeTV. Both of them will be frequently put together and compared in the future. This will be favorable to the late PPTV and unfavorable to LeTV.
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