On March 13, 2019, Le Rongzhi, the main operator of Le Video Super TV, held a new partnership meeting. It is surprising that the previously bubbling 5th Generation Le Video Super TV did not come as planned, but announced a series of cooperative relationships:
Chip and Median Development Section cooperation; Channel and IoT and Beijing-East cooperation; after-sales services are all handed over to TCLs Ten Home. Both Jingdong and TCL have invested in Le Video Super TV.
Today, after two years, the whole Super TV business, the first such formal communication with friends, media and all sectors of society, also represents our official sailing and sailing! Lerongzhis new chairman and CEO Liu Shuqing said so at the event.
The fourth generation of Le Video Super TV was released in March 2017 and has not been updated for two years. Although a 65-inch TV Zero 65 was released in September 2018, it is not part of the Super TV series.
Compared with the launch of new products, the campaign conveys another deeper meaning to the outside world - telling the outside world that Super TV is still alive.
Get help back on the scene
Several partners of Lexus Super TV are full of strength.
The chips partner is the United Development Section, both sides jointly promote smart TV to meet the era of AI.
The cooperation between Le Video Super Television and MediaTek can be traced back as early as 2014. At that time, it was also the heyday of Le Video TV. The fourth generation super TV series X50Air, S50Air and S40Air all used Morningstars Star6A918 chip, which highlighted in the propaganda that the worlds first TV chip supporting H.265 hard solution, with a main frequency of 1.5GHz, can ensure the smooth broadcasting of 4K content.
In 2012, CDK launched the acquisition of Morningstar, bringing the latters mobile chip business under its flag, but the TV chip business was not allowed by the Ministry of Commerce because of its monopoly. The Ministry of Commerce did not approve the acquisition until 2018, when the total market share of the two TV chips was less than 50%.
In early 2019, MediaTek merged Morningstar Semiconductors TV chip product line with its own TV chip department. On the basis of the original mobile business (mobile phone chip) and smart devices (smart chip), it re-divided into the third largest business group - smart home business group.
This cooperation with Le Video Super TV is the first battle for the new smart home business of MediaTek to enter the TV field.
Channels, Jingdong will be fully open to Lexus Super TV, including online channels such as Jingdong main station, Wechat shopping, Hand Q, Jingdong shopping, as well as off-line retail channels such as Jingdong Home Appliance Store, Jingdong Home and Jingdong Super Experience Store.
Moreover, cooperation with Beijing and East is not limited to channels. Lexus Super TV upgraded the operating system EUI to EUIoT with IOT connection capability, and cooperated with Jingdong 2018 online IOT platform Xiaojingyu, which can access more than 200 categories of intelligent hardware.
In terms of after-sales, Lexus Super TV has handed over all after-sales services to the very home. Ten to one is TCLs after-sales service company of household appliances, and Le Video Super Television reached a cooperation in August 2018.
Data from the event site: After the cooperation, the response time and maintenance time of Lexus Super TVs after-sales service increased by 86% compared with the first half of 2018.
From Le Shi Zhi Xin to Le Rong Zhi Xin
Lexin Super TV was once the first player in the field of Internet TV. At that time, Millet TV and others regarded it as a competitor.
According to PingWest, sales of Le Video TV were 1.5 million, 3 million and 6 million from 2014 to 2016, with cumulative sales exceeding 10 million. At its peak in September 2016, for every five televisions sold in the domestic market, one was Le TV Super TV.
In 2017, the sales of Lexin Super TV began to decline due to the financial crisis of Lexin, the parent company of Lexin, which was the original company name of the main operator of Lexin TV. Third-party statistics: Les Video Super TVs total online sales in 2017 are only 410,000 units. In January 2018, Netease Technology quoted a source close to Le Video as saying that sales of Le Video TV in the first three quarters of 2017 were only one third of those in the same period of 2016.
Le Video Super TV has not disappeared yet, thanks to Rongchuangs support.
At the beginning of 2017, when Rongchuang launched its strategic investment in the music vision system, Sun Hongbin, chairman of Rongchuang China, commented on its TV business: At least when it comes to making TV, Rongchuan is doing better than Apple. He said that although there were risks in investing, there was no problem with the investment.
In November 2017, driven by Rongchuang, Lexus Super TV was renamed Lexus Wise Home by Lexus Super TV operator at that time. Its business expanded from large screen terminals to smart home Internet. At that time, Rongchuang had taken control of the real power at the business level of the listing system, but it was not happy to see the new largest shareholder.
The current equity structure of Lexin is as follows: Lexin owns 40% of Lexin and remains the controlling shareholder; Jiarui Huixin owns 33% of Lexin and is the second largest shareholder of Lexin.
In April 2018, New Lexus Homo sapiens was renamed Lerong Zhixin, and the impression of Lexus was further weakened.
At the capital level, the control of Le Video Network over Le Videos super TV business is also declining. In August 2018, Lerong completed a new industrial and commercial change. Eleven companies and institutions controlled by Sun Hongbin, including Tianjin Jiarui Huixin, Tencents Linzhilichuang (Tencent Industry Win-win Fund), Beijing Dongbang Neng, Suning Sports Culture, TCL New Technologies, added less than 3 billion yuan to Lerong.
After the completion of the capital increase, the proportion of Le Rongs new shares in Le Rong has dropped from 40.31% to 36.4%, but it is still the largest shareholder.
On September 22, 2018, Rongchuang set a total auction bottom price of 770 million yuan to take over all Rongchuan New and Rongchuan film industry assets held by Rongchuan Holdings. After Rongchuang acquires the shares of Lexus Holdings, the total proportion of Lexus Holdings will reach 46.05%, surpassing the shares of Lexus Holdings and becoming the controlling shareholders.
Data from business cards
After Rongchuang has completed its absolute control over the super TV business, Rongchuang released a new 65-inch TV, Zero65, on September 27, 2018, which implies the starting point of starting from scratch in the next five years. Half a year later, Lerong held a new PartnersConference and returned to the public.
At the end of 2018, Liu Shuqing revealed that Lerong Intelligent Terminal had more than 12 million units at that time. Television was still the first brand of Internet TV. However, the TV market pattern is not the same as before. Most of the Internet TV brands that used to use low prices as weapons have died down. There are few voices in micro whales, CAN fashion and Storm TV. On the contrary, the Internet sub-brands of traditional TV companies such as Cool Kai under Skyworth, Thunderbird under TCL and KKTV under Kangjia began to counter-attack.
In this context, the Internet TV brands hardware manufacturing capacity, content ecological operation, IoT ecological requirements are higher. In this way, Lexin Intelligent Television regains its vision. It is not only a desperate effort for the entrance of the living room, but also a once good project, because of the influence of the parent company and the sudden end of the unwillingness.
Source: PingWest Play Responsible Editor: Wang Fengzhi_NT2541