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On December 5th, Le Fei Video President Gao Fei issued an internal letter today, saying that after completing a new round of BG organizational structure adjustment, members and sales management system return to LeTV Video. Gao Fei also said that LeTV Video will focus on content layout, user operation, and ecological collaboration.
On November 6th, LeTV Chairman Jia Yueting issued an open letter, acknowledging that the company's capital chain had problems, and declared that it would lead LeTV ecology to the next stage and began to create positive cash flow. Starting from mid-November, LeTV has issued a number of personnel appointments one after another in order to cooperate with the "second stage of LeTV's ecological strategy."
Gao Fei admits that this is an "advanced change", but LeTV video needs to complete the explosion in this round of change. Gao Fei also said that in this adjustment, LeTV not only withdrew its membership and sales management system, but also declared that it has "completely and comprehensively opened up LeTV videos", so that it can "maximize the value of all ecological content and products."
Specifically, LeTV Video will focus on three aspects: content layout, user operations, and ecological collaboration:
1. Increase the content layout and exceed 70% of the budget to make efforts to "produce + make". In fact, in the 2017 variety show and big drama list released by LeTV Video on November 9, the content of "produced + homemade" has exceeded 70%.
2. The user operation of "age-divided people" creates a young brand image. Next, LeTV Video will provide accurate services for users of different ages, different industries, and different preferences; among them, young users will be the next focus group.
3. Start the Content Open Eco strategy. Test the content ecosystem platform in the United States.
At the same time, Gao Fei said that the future of LeTV Video is to accumulate more high-quality IP, especially IP with Chinese characteristics, and use it as a basis for a comprehensive layout and continuous extension to the entire pan-entertainment industry chain. Drive the content ecology of LeTV to become the cultural and entertainment kingdom like Disney. "
The full text of the internal letter is as follows:All the friends of LeTV:
Last Friday, everyone received BG's new organizational structure adjustment. For us, it is a new beginning. I also want to take this opportunity to chat with you.
Some time ago, Director Lee An's "Billy Lynn's Midfield Warfare" was released. The first time to try the top configuration of 3D + 4K + 120fps, many people wondered why the international masters with many awards should be 62 years old. adventure. It is recommended that you have time to watch this movie, especially to feel the top match, because this is an advanced attempt and is not accepted by most people in this era because they cannot see the future.
Regarding mixed reviews, Director Li An said that you can hate this movie, but please do n’t exclude 120-frame new media; he said that although it is difficult to change people ’s habits, I am too curious and I am no longer young. I don't want to wait; he said that with the dream of the movie, no matter how difficult it is, it will only be regarded as a pleasure.
This reminded me of the first TV series "Meng Yue Zhuan" produced in 4K, and the first online drama "Prince Princess Promotion" that created miracles with innovation. It also reminded me of LeTV on the cusp of the storm.
In fact, those who can't hear the music think the dancing people are crazy.
Recently, everyone must have received a variety of "greetings", perhaps a Mexican proverb can be used as a reply: "They tried to bury us, but do not know that we are actually seeds."
With the gradual completion of the layout of the LeTV Ecosystem, we have entered the second stage of the LeTV Eco-strategy. The most important part of this stage is to recover the fist and accumulate potential energy. As the starting point and foundation of LeTV's ecology, LeTV videos have formed a mature system and strategy in the operation of the entire IP-based industry chain, and will play a more important role in this period. Through strong content and strong monetization ability, LeTV video Provide a more powerful driving force and drive the ecology into a new outbreak period.
Therefore, after careful consideration at the company level, a new round of adjustment of BG's organizational structure was completed, and the management system for members and sales returned to both. After the new adjustments, LeTV Video will be completely and completely opened to maximize the value of all ecological content and products; it will also be more conducive to our integrated thinking, so as to make more strategic choices for the company, and make us more confident. And strength to go to the battlefield.
This is an advanced change. Tension and haste are inevitable, and change will inevitably be accompanied by some pain. But not being afraid to take risks is the greatest risk of this era. Without being a slave of security, you have the opportunity to create a new world. And we will try our best to provide everyone with a more suitable environment and a larger space for development, so that everyone can develop their own strengths and create greater value.
We are experiencing an important moment in the history of LeTV video. We have also obtained the best opportunity. Everyone's efforts will become a highlight in the history of LeTV and even the industry. After the adjustment, we will face the dual challenge of major changes in the company and increased competition in the industry. This is not easy or even difficult. But the unchanging days are boring, aren't we? In a world where we don't know anything, we will only be pleasantly surprised.
Since we can take the lead in buying copyrights on the video website and realize the earliest profit, we currently reserve 150,000 episodes of TV series, 80,000 episodes of anime, and 5000 movies, becoming China's largest Internet film and television resource library and sports copyright library;
Since, we can enable the membership payment model at the earliest, quickly obtain large-scale high-value people, and let users only pay for valuable content and services;
Since we can arrange home-made dramas at the earliest in the industry, we have created "Northeast Past", "Women Gang Niuer", "My Name is Hao Cong", "Prince's Promotion", and "Mian Yue" "Biography", "Dear Translator" and many other explosions, and create a new business monetization model through ecological operation;
Since we can propose to abandon pure copyright purchases at the earliest, advance new cooperation models such as "guarantee bottom + share" to stimulate more high-quality content and high-quality creative teams;
Well, in the future battle of the pan-entertainment industry, I believe that with our ecological play, it will definitely break out again.
Therefore, next we will focus on three aspects: content layout, user operations, and ecological collaboration:
1. Increase the content layout, and exceed 70% of the budget to force "produce + homemade":
A long time ago, LeTV realized that vigorously developing self-control is an important way to break the industry's curse, but in the past two years, the self-control industry has truly erupted, and the era of video website self-control has become the trend. You can also see that in the 2017 variety show and big drama list released by LeTV Video on November 9, the content of "produced + homemade" accounted for more than 70%. In 2017, LeTV Video will continue to invest more than 70% of its budget in self-made content. It will include first-line production teams, strengthen its self-made capabilities, and export satellite TV in a large area, recreating "Prince's Promotion" and "Mai Yue Chuan "Such an explosion and drama king.
Last Saturday, we launched two super-home-made content at the same time: "Psychological Crime 2" went online for 53 hours and exceeded 100 million views; "Goddess' Choice" output Hubei Satellite TV and Heilongjiang Satellite TV, 48 hours of live video broke through 26 million. And this is just the beginning. Next, the most luxurious production of homemade variety "Single Wars" and other content will be more worth looking forward to. After the overall layout, 2017 LeTV video homemade content will usher in a "harvest period".
2. Operation by users of different age groups, creating a young brand image:
LeTV's philosophy is to take user value as the core and first priority. For LeTV users, we need to understand what users think, and provide users with the services they need precisely for users of different ages, different industries, and different preferences. Especially after the return of the membership system, it is necessary to deeply understand the needs of this part of users.
Young users will be the group we will focus on next. We hope to shape LeTV video into a young, brave and active new role, so that our users will "just look different".
3. Start the Content Open Eco strategy:
Content Open Eco is currently being tested in the United States. In the future, we will gradually introduce and improve the habits of domestic users, subvert the existing model, and create a truly open content ecological platform. Because of this, only LeTV can do it, and only LeTV has a multi-level super entrance.
Now, LeTV video is no longer a pure content playback platform, but also a producer and booster of high-quality content; backed by LeTV ecosystem, we can provide users with quality services at all times and in all scenarios, and with LeTV ecosystem As the globalization process continues to intensify, LeTV video will also become a platform for excellent cultural exchanges between China and foreign countries.
What will happen to LeTV videos in the future? We hope to drive LeTV content ecology to become a Disney-like culture and entertainment kingdom, accumulate more high-quality IP, especially those with Chinese characteristics, and use this as a basis for a comprehensive layout to spread the entire The entertainment industry chain continues to expand, creating a strong cultural and entertainment complex.
This dream is very big and very far away, but this is the mission of LeTV Video and the common vision of our group of people who have dreams to stick to the difficulties.
Thorns all the way, sunshine all the way; instead of withering in waiting, it is better to bloom in action.
We believe that the stumbling block on the ideal road is not to stop us, but to stop those who are not so eager for the distance; we also believe that no matter how long the road, you can reach the end step by step; no matter how short the road, not double Feet can't finish.
We go hand in hand and we will build a better LeTV video.
work hard together!
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