PPTV smart TV still faces internal and external troubles, following the good example of Xiaomi and LeTV
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At the PPTV Internet TV launch conference just passed, the audience was full and the new faces on the stage looked exceptionally brilliant under the spotlight, but no one noticed the absence of PPTV founders Yao Xin and Tao Chuang. In fact, the group of people who built the empire in the past have left one after another, and PPTV is now in a state of change. PPTV is not just an Internet video website, but a technology company focusing on Internet content, and hopes to enter the blue ocean market of living rooms, said Fan Zhijun, chairman of PPTV's Juli Management Committee. PPTV will invest heavily in building a content industry chain. In addition to establishing Suning Film and Television, which produces 8 to 10 blockbuster movies a year, PPTV has also established a sports company and obtained the exclusive broadcasting rights for La Liga for the next five years. According to people related to PPTV, PPTV Sports will follow the example of LeTV Sports and seek to go public. After introducing the content, Chang Jiang, general manager of PPTV Juli TV project, appeared last. He said, "Yes, a new TV ecological field of PPTV has been opened up." He also introduced the craftsmanship of TV in detail. PPTV is obviously envious of LeTV in terms of content and chasing Xiaomi in terms of hardware. An insider in the color TV industry said that this rough splicing and combination approach shows that Suning has no strategy in the living room and is just a superficial attempt. PPTV only has four letters left Two years ago, Suning.com and Hony Capital jointly made a strategic investment in PPTV with a company benchmark valuation of US$420 million. After the investment was completed, Suning held 44% of the shares and Hony Capital held 29.9%. At that time, many people did not understand why Suning wanted to acquire PPTV. A former PPTV executive revealed to PPTV that in fact, Suning was just for the living room, because Suning had wanted to produce TVs since it acquired PPTV. However, when Suning took control of PPTV, it only had scattered ideas about the living room, and had not formed a complete living room strategy. At first, Suning gave full authority to PPTV CEO Tao Chuang to be responsible for the living room strategy. After three months, he failed to hand in a satisfactory answer. Suning handed the burden of the integration strategy to Hony Capital, which asked Lv Yan, the former global senior vice president of Lenovo, to be the CEO of PPTV, responsible for the company's daily operations and management. Tao Chuang served as the company's executive vice chairman, and PPTV founder Yao Xin was transferred to be responsible for the company's OTT business. Zhao Linghuan, president of Hony Capital and vice president of Lenovo Holdings, served as chairman, and Guo Xiangbing, the former CFO of Lenovo Mobile, served as PPTV CFO, responsible for finance and marketing. According to PPTV’s official statement at the time, Suning wanted to use Lv Yan’s background as an integrator of Lenovo’s global supply chain system to integrate the industry chain, occupy the OTT smart home video market, and provide users with multi-screen integrated full-time video smart services. But after Lv Yan entered the market, he started a Lenovo faction. A former PPTV executive revealed that he cleared out all the former PPTV executives, including Shan Xiaolei, the former vice president of PPTV in charge of multi-terminal business, Zhou Yana, the vice president in charge of marketing, and Dou Jingyu, the general manager of the international business department. Many executives left one after another, including Yao Xin, the founder of PPTV. In the end, there was only one VP of PPTV in 2013, because the relationship between PPTV and radio and television needed to be maintained by him. After more than half a year, Lv Yan failed to live up to expectations and failed to take on the strategic integration task of PPTV. Zhang Jindong, chairman of Suning Holdings Group, was anxious and appointed Fan Zhijun, executive president of Suning East China Region II, as chairman of the PPTV Management Committee, allowing Suning people to fully manage all matters of PPTV. A former PPTV executive revealed to PPTV that today's PPTV has nothing to do with the past, with only the four letters PPTV left, and this is even more true for PPTV smart TVs. Can PPTV smart TV take off? This PPTV smart TV is not the first time Suning has entered the color TV field. In fact, as early as five years ago, Suning signed an exclusive underwriting agreement with Pioneer, and Suning Appliance exclusively assumed the functions of Pioneer's LCD color TV sales, logistics, after-sales service and other circulation links in China. However, Pioneer, which was once worshipped by audiophiles, did not improve under Suning, but instead became a second-rate OEM product. Suning, having learned from Pioneer's experience, has significantly improved the production chain of PPTV TVs, introduced 4-color 4K screens, and invited relevant LG executives to speak. However, even if Suning can make PPTV TVs well, it may not be a big deal. An e-commerce insider said that the way e-commerce plays has changed, and it must consider the customer's perspective. Suning has only learned the basics, and still wants to use some traditional resources to produce smart TVs. Today, it is not easy for Suning to enter the living room with PPTV smart TV. PPTV is like a hot potato. Suning has thrown it to the original PPTV team and Hony Capital. After Lv Yan's confusion, Suning had to take over. But Suning, who rushed into the battle, had no idea and could only piece together the strategies of LeTV and Xiaomi to form some seemingly plausible living room strategies. Moreover, Suning itself has not found the door to e-commerce. In this situation where there are internal changes and threats from many manufacturers, will Suning's PPTV smart TV fail like Pioneer with only the advantage of offline channels? As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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