Let's watch the millet war

As the core asset of the current music ecology, LeTV's market value has returned to 40 billion yuan after the stock price rose every day. Although this still has a large gap with the valuation of millet 40 billion US dollars, it does not prevent LeTV from becoming a competitive headache for Xiaomi. opponent.

On the afternoon of January 20th, LeTV released the smart car LeUI system in Beijing, claiming that it will build a smart phone, TV and car operating experience based on LeTV. At the same time, LeTV Supercar China was established and former Infiniti executive Lu Zhengyu joined. As a result, LeTV has found a new blue ocean market outside the television business.

For Xiaomi, LeTV has more pure Internet genes than its competitors such as Meizu. In the concepts and gameplay of subversion, pre-sale, and cost-effectiveness, the two are extremely similar. For users who rely on the Internet, LeTV also offers another new choice in the brand.

As competition intensifies, Xiaomi and LeTV have erupted a new round of verbal warfare. Xiaomi Vice President Wang Chuan criticized the music as the ecological model is a closed model, set up competitors everywhere, this one-eat-all closed model is about to come; LeTV yesterday through the official Weibo bombardment of Wang Chuan, hit back, that LeTV The ecological closed loop does not mean that it is closed. Finally, Wang Chuan also claimed that Wang Chuan ridiculed the ecology of LeTV as his own insult.

In fact, as early as last year, LeTV and Xiaomi had been harassed in court due to copyright disputes caused by the Internet TV business. LeTV claimed that Xiaomi TV was suspected of infringing on the LeTV film and TV series and filed a copyright lawsuit against Xiaomi.

With the advent of LeTV smartphones this year, the business lines of Xiaomi and Leshi continue to coincide, and the two companies are playing very similar games on TVs, boxes, mobile phones and other hardware. The fierce confrontation between the two is inevitable.

Mobile phone: Let's wait to catch up

The previous direct competition between LeTV and Xiaomi was mainly in TV hardware. From the perspective of the business model, LeTV and Xiaomi have fundamental differences, but in terms of subversion, pre-sales, and cost-effective gameplay, they borrowed from the concept of Lei Jun and Xiaomi mobile phones. The ultimate result is that LeTV is far away from the television business. Far ahead of Xiaomi.

In Xiaomi's view, the short board of Xiaomi TV is mainly the lack of content. Xiaomi later bought shares in iQiyi and cooperated with the new licensee, Galaxy Internet TV, to try to solve the shortcomings in content.

However, the more important reason may be that Xiaomi devoted more resources to the mobile phone business, delaying the time for creating an Internet TV brand. From the perspective of mobile phone shipments, Xiaomi is undoubtedly successful, and it is also the largest weight pushing its valuation to more than US$40 billion.

LeTV’s mobile phone plan has also been gestating for a period of one or two years. According to Tencent’s understanding, LeTV will release at least two different positioning products at the same time, focusing on mid- to low-end and high-end markets, respectively, and continue to take a cost-effective route, priced at 1000- 3000 yuan.

According to the latest news from Tencent Technology, LeTV originally planned to launch the Smart TV before the Spring Festival, but this plan may be postponed due to the release of Xiaomi note.

LeTV developed a number of different positioning products during the initial R&D of mobile phones. The original plan was to first list two or three models, forming positive competition with Xiaomi 4 and red rice notes. However, with the release of Xiaomi note, it was first released. LeTV decided to postpone the mobile phone listing plan because it was on the competition or at a disadvantage, and LeTV will release high-end products ahead of schedule.

Relevant information shows that LeTV will open up with LeTV content and Super TV, positioning "high-end audio and video" direction, emphasizing video features.

Millet mobile phones are also accelerating the integration of content software services. According to informed sources, Tencent Technology has revealed that Xiaomi is trying to build its own video aggregation portal on mobile phones. Currently, it has reached cooperation agreements with iqiyi and Mango TV.

Of course, LeTV's current discourse rights and control rights in various aspects of the industry chain may be insufficient compared to Xiaomi. This is also a test for LeTV’s founder Jia Yueting. The so-called “no subversion or not” can be implemented, let LeTV The mobile phone has opened up a new situation in the late-coming disadvantages, and it still needs to be observed.

Car: Letv initially rush

Xiaomi and Leshi are the two Internet companies that first spread intelligence electric vehicles. The development of mobile phone business faces no small challenge. However, in the automobile plan, LeTV gained the first-mover advantage by rushing.

Millet had repeatedly broke news before entering the automobile market. Last year, Lei Jun also visited the CEO of Tesla Electric Vehicles, and said that he was very interested in Tesla electric cars. However, in April last year, Lei Jun said that the current millet does not have any plans and signs to build a car, including access to the automotive industry by means of car networking or on-board equipment.

LeTV officially announced the Levision smart car LeUI system in Beijing yesterday, claiming that it will be based on the LeTV cloud to unlock the operating experience of smartphones, TVs and cars.

As early as November 26 last year, Jia Yueting revealed the LeTV-related SEE plan on Weibo. Liu Hong, deputy chairman of Leshi Holding Group, said yesterday that the “SEE Plan” is an important strategy of LeTV. After one year’s layout, The Supercar team has more than 260 people. He also announced that LeTV Supercar China has been established, and former Infiniti China general manager Lu Zhengyu has joined as vice president.

Of course, the automobile is an industry that needs high financial support, high talents, and high technology, and a complete automobile production and listing process. From the R&D, production, listing, marketing, after-sale, and value-added services, it needs at least 10 billion yuan of funds. Supporting and LeEre manufacture still needs to solve the capital, technology, policies, talents, as well as LeTV's brand and positioning issues.

Ecology: Two modes of confrontation

Apart from the competition between Xiaomi and LeTV at the business level, in terms of the model, it is the competition between the platform and the ecology.

Wang Chuan, vice president of Xiaomi, recently stated that in the entire Internet TV industry chain, upstream and downstream are divided into three levels of video content production, video websites, and TV terminals. In the entire Internet TV industry, there are two modes, one mode. It is an open cooperation. Each company has only one link to do, focus, do a good job, and do a thorough job; the other model is relatively closed, and the industrial chain has been done from the beginning to the end.

In Wang Chuan's view, LeTV did both content and television. This kind of a closed-door eating pattern is about to come to an end. He believes that LeTV did a fairly good job before it, mainly because it seized the loopholes that the parties in the industry chain had not cooperated with. Once excellent video content cooperates with excellent TV terminals, LeTV will be enemies.

Regarding Wang Chuan’s devaluation, LeTV’s official replied yesterday that the ecological closed loop does not mean closure, and all aspects of the ecology are open to the society; Let’s eco-realize cross-border innovation through true vertical integration, so that each chain produces a chemical reaction. In order to create new user value, it is an open closed loop.

At the announcement of LeTV’s operating system yesterday, Heyi, the CEO of LeTV, responded to the debate on platform ecology.

He Yi said that from the perspective of trends, vertical integration is better than professional division of labor, and ecology is better than platform. LeTV model has a successful theoretical basis. With a team of talents including internet and hardware, LeTV will redesign every detail related to automobiles. , To establish fully independent intellectual property rights, to build smart Internet electric cars and a complete ecosystem.