LeTV is a wave of waves, Foxconn has just announced the retirement of LeTV to new, but also reported that LeTV assets were frozen. Once insisted on "ecological anti-", blindfolded music as the "white knight," Sunac China Holdings Co., Ltd. strategy shares, it seems to show the "correction" traces. Recently, several personnel changes in LeTV Information Technology (Beijing) Co., Ltd. have been regarded as one of the goals of Sunac China. In particular, on June 14th, three people in Levision New Electronic Technology (Tianjin) Co., Ltd., which carried LeTV's super-screen big-screen eco-business, were promoted and considered by the industry analysts to be the embodiment of LeTV Super TV's return to Leshi Eco Center. . Previously, LeTV’s super-screen large-screen ecology once liberated LeTV’s focus. This large-screen ecology has become a center of focus and is expected by the outside world. However, under the backdrop of multiple factors such as weak external spending, high manufacturing costs, and consumer overdrafts in the Internet TV market, industry insiders believe that LeTV hopes to turn a profit and achieve a sales target of 7 million units, which may be too optimistic. . The most recent personnel change in personnel frequency changes occurred on June 17. Zheng Lu was named by Sunac China as an independent director candidate for the third session of the LeTV. On June 14th, LeTV CEO Liang Jun also promoted four executives by internal mail. Among them, three of them were led by Liang Jun under LeTV's old title. He was appointed as the Champion of Liang Jun's “Left and Right Arms†and was appointed as the Senior Vice President of LeTV Marketing and LeTV’s New CMO; Lian Lei was the new Human Resources Director of LeTV and Liu Xiaoxin was the new Senior Director of Finance for LeTV. This round of personnel turnover is also the first time that Liang Jun, who has been pursuing the operation of LeTV Super TV, replaced Jia Yueting as CEO of LeTV on May 21st. “The promotion of the new LeJuan Levision’s speech to LeTV.com management team is not only an expression of Sunac's will, but also a strong signal that LeTV is returning to the center of attention.†It is reported that since Sunac China took $15 billion as a strategic investor in January 2017 to invest in LeTV, Levision, and LeTV (Beijing) Co., Ltd., Sun Hongbin, the head of the company, had bluntly spoken on several public occasions. It is hoped that the company will separate LeTV's listing from its unlisted business. Retrospective music as the seven sons of the ecological plate of the trajectory of the landing, the first to get a substantial landing and the most mature and the most realizable value is the big screen ecology. "It can be said that Jia Yueting's subversive layout of the entire ecological landscape for more than two years, after the founding of China's arrival, was quickly pulled back to the starting point - music as the big screen ecology." Shenzhen, a large investment bank surnamed Xu analysts said that radical music as "Rectification" marked traces. Jia Yueting stated in an internal e-mail in November 2016 that LeTV will shift from the first phase of the expansion of money-burning to deep penetration. After the new position, Liang Jun will also take LeTV back into the sales channel LePar. At this point, LeTV’s full-channel sales function has returned to LeTV. “LesTV is trying to concentrate all its superior resources on the development of large-screen ecological development, opening up the entire industry chain of products, sales, marketing, operations and services, realizing the linkage between production and sales, creating high-performance, flat teams, and expanding and A strong core business lays an important position in LeTV as a TV industry." Strategy swing? The adjustment of personnel, organizational structure, channels, and other aspects carried out around the large-screen ecology has always been irreconcilable to the core requirements of profitability. Previously, LeTV made a net profit loss of nearly 636 million yuan, which directly led to a decline in LeTV's net profit. At the time of the annual report of 2017, LeTV made a statement that LeTV will take the lead in turning losses. This is also related to Jia Yueting mentioned in the above-mentioned internal e-mail "Super TV ecosystem will soon enter a full-profit period, in which large-screen advertising, online distribution, application distribution, big screen games, large-screen shopping, etc. have entered the high-speed realization period" Coincide. However, just over a month after the launch of the new product, LeTV reverted to the price of weapon and stood on its own opposite side. At the LeTV shared TV conference on May 16, Super 4 X55M, Super 4 X75, and the same size omni-channel industry average price; Super 4 X70 was lowered from 10,999 yuan to 9999 yuan and returned to less than 10,000 yuan. Radical LeTV is not only returning again but also getting worse. On May 26th, LeTV Super 4X70 went straight down by 1,000 yuan, while Super 4 X40 and Super 4 X43 dropped by 450 yuan and 400 yuan respectively. Subsequently, during the "warm-up battle" before the "6·18" E-Commerce Day, the Super 4 Max70 reduced the price by 3,000 yuan, exceeding 4X65 below the 5,000 mark. The major price reduction products are mostly LeTV's mainstream models, which will also play the role of LeTV super price butcher. Regarding the discrepancy between the high-level will and landing measures displayed by LeTV, household appliance industry observer Liu Buchen bluntly stated, “This reflects the anxiety of LeTV’s super TV management strategy and its unresolved earnings.†According to Peng Xiandong, general manager of China Unicom Black Power, what appears to be a strategy swing is actually a product of LeTV’s long-term vision and compromise. Although the industry disagreed with LeTV’s ambiguous attitude in the price war, LeTV’s sales target of “guaranteeing 7 million units and competing for 8 million units†in 2017 was a consensus within the industry. However, compared to the established advantages of traditional black power companies such as Skyworth, Hisense, and TCL in the purchase of raw materials such as panels, manufacturing processes, technology research and development, supply chain management and control, and channel control, the industry believes that LeTV can't be comprehensive in the short term. Transcendence; On the other hand, LeTV's massive content and good user interaction experience are supported by the fact that the traditional black-box companies are actively merging with Internet content producers, and the comparative advantage is declining. “Now, for LeTV, which has entered the television market for nearly five years, the old tricks of following the price war will cause a certain pressure on the profitability of LeTV. If we do not take into account the brand image of the sublimation, LeTV will not be able to exceed the price. Limited, it is difficult to achieve long-term growth." 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