LeTV still has more than 400 employees.(superior)

In the past two years, with a large number of post -00 steps to enter the workplace

After 00, "rectification workplace" has become a hot topic

And workplace life has also received more and more attention

Recently, there are still more than 400 employees left in LeTV Building

Relying on building rent, film and television copyright and operating income

Live a fairy life without a boss

It has also attracted the attention and discussion of many netizens

△ Picture source @fenng personal Weibo

Many netizens have left messages, "Are you still recruited?"

LeTV took advantage of this opportunity to actively interact, and once again "marketing" a wave of waves

And many netizens also suddenly discovered,

Two years after LeTV's delisting and the boss went bankrupt, he was still "alive".

△ Figure source Douyin

So, as the first online video website to achieve profitability, why is there no "water flower" now?

01

LeTV development process

In August 2010, LeTV was listed on the GEM, becoming the first online video website to list on A shares.

In 2011, LeTV Film was established and acquired Huaer Film and Television in 2013.

In 2013, LeTV officially released Super TV and released a super mobile phone in 2015.

On October 14, 2017, LeTV's losses were huge, and 7 years of profit was almost lost.

After the market on May 14, 2020, the Shenzhen Stock Exchange announced that it was decided to terminate the listing of LeTV.

02

The path of success: accurate brand positioning

At the beginning of its establishment, LeTV focused on content and users, and was committed to creating a "platform+content+terminal+application" complete ecosystem based on the video industry, content industry and smart terminals, which was called the "LeTV model" by the industry.

Under such brand positioning, LeTV bought a large number of copyrights of movies and TV series, established its own high -quality resource library, and created the largest copyright library. On the venue of LeTV's 2017 conference, Zhang Shuguang said: LeTV Video has reserved more than 150,000 TV series, anime 80,000 episodes, and 5,000 movies. "Three Miles and Ten Miles of Peach Blossoms", "Hunting Ground", "Gu Jian Qi Tan" and other big IPs are also in the hands of LeTV. Relying on copyright distribution alone brings huge profits to LeTV.

△ LeTV's incomplete film single part of the screenshot, source LeTV video Weibo

In addition to the purchase of copyright, LeTV also pays attention to content production. According to the audience's preferences, LeTV launched a large number of self -made online dramas, and many of them responded well. One of the most successful examples is the "Promotion of Princess Princess" in 2015, but a low -cost network drama has received hundreds of millions of returns. Homemade dramas have also become an important part of LeTV's profitability.

△ Director Gan Wei's personal Weibo part of the screenshot source Weibo source Weibo

In addition to online dramas, LeTV also established LeTV Films and acquired Huaer Film and Television in 2013 to create boutique film and television works and perform strong performance.

In addition, LeTV's homemade variety shows, copyright variety shows have flourished and blossomed, and variety shows such as "Mask" have received greater attention.

△ LeTV's 2017 agency Shanghai Field Live Tuyuan LeTV Marketing

In addition to doing video websites, LeTV also produces super TV and super mobile phones in cross -border, opening up smart TV fields and mobile terminal video users.

Under such a benign ecology, LeTV's profit is not limited to advertising revenue, and it is more conducive to LeTV's sustainable development. According to the 2015 2015 performance report released by LeTV, in 2015, LeTV realized advertising revenue of 2.634 billion yuan, terminal business revenue of 6.089 billion yuan, membership and distribution business of 3.782 billion yuan, technical services and other revenue of 512 million yuan. The dependence on advertising is not high, forming its own unique revenue model.

03

Dechat: The rapid expansion brings a serious financial crisis

LeTV's business fronts were pulled too long at the same time, and automobiles, mobile phones, television, video, sports, finance and other fields have entered. The expansion speed is too fast and large -scale burning money.

△ LeTV's Seven Ecological Picture Source Daily Economic News

Especially after LeTV's announcement of entering the automotive field, 10 billion yuan of funds invested in LeTV. Even if the development of LeTV's website is really good, the income is not enough to support. The cash flow has gradually revealed the LeTV system.

△ Jia Yueting, founder of Tuyuan LeTV Jia Yueting's personal Weibo

04

The next preview

When Qian Fan passed out and the bustling ended, where should LeTV go? Can we spy from the process of its rise and fall to the law of a few brand development?

In the next issue, we will continue to introduce LeTV with the Internet wave, "owing 12.2 billion" reverse publicity, relying on "Zhen Huan Biography" and other large IP to maintain the platform's popularity, catch the popularity of LeTV's 996, online recruitment of brand personality marketing roads. Essence

△ LeTV HR "Online Shake" Tuyuan LeTV Video Weibo

Manuscript source: brand Hunan Plan public account

Editor in this issue: Liang Tingting

Photo comprehensive: Weibo, Douyin, Baidu Encyclopedia, China Zhiwang, Sohu.com, Global Network, Sina News, Daily Economic News, LeTV Marketing Observation

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