In recent years, the video industry has been in a fierce competition. Acquisitions, huge capital injections, etc. are almost uncommon. However, people in the industry believe that the overall situation has been set, sohu and shots to buy 56, millet 300 million US dollars to invest in iQiyi, so that the video industry once again rise to a wave of reshuffle. However, PPMBTV was "dragging" in this group's struggle for the upper reaches of the market. Recently, the senior management of PPTV exchanged blood again. This change will directly determine whether PPTV can no longer return to the first-line lineup in the video industry.
Big shakeup PPTV high-level change never stops
In fact, this is not the first time that the senior management of PPTV has changed blood. In the beginning, it was traced back to last October. At the time, Suning and Legend Holdings jointly invested 420 million U.S. dollars in shares of PPTV. Su Ning became the largest shareholder of PPTV with a shareholding ratio of 44%. Hony Capital's investment holding of 29.9% of Hongyi Investment became the second largest shareholder. Subsequently, in March of this year, PPTV founder and CEO Tao Hao, including the former responsible for multi-terminal business, marketing, international divisions and many other executives have left. Lenovo executives Lu Yan became the CEO of PPTV, and Hony Capital’s president and Zhao Linghuan, vice president of Legend Holdings, served as the chairman. With the personnel adjustments, many associates airborne PPTV.
One year, two high-level changes. Each time, he directly “cuts a knife†from the highest position in PPTV, and caused a drastic change in management positions, which is still rare in the domestic video industry. Those intriguing things are not mentioned for the time being, but the big blood-changing will immediately allow PPTV to “turn grass and become a phoenixâ€. I don't think so.
The reason why the original PPTV team had almost resigned was because the development strategy was formulated according to the thinking of the video industry. This is obviously in line with Suning's desire to open up the channel between him and PPTV, and to seize the differences in the multi-screen portal of the Internet. Afterwards, Lenovo's senior executives failed to open the crux of the matter. Nowadays, Suning Yun Shang finally can not hold back, relying on its own identity as the largest shareholder, will transfer its own generals to PPTV's top management, and begin to make strategic changes in accordance with their own minds and interests.
Specifically, Suning wants to put Suning e-commerce into smart terminals through PPTV's content resources. With the integration of the two, Suning e-commerce becomes an e-commerce comparable to Alibaba and Jingdong. But imagination is good and reality is cruel. Even if Suning's future is in charge of PPTV's business, it is basically impossible to do so. Because there is still a big difference between e-commerce and video sites, the old saying of every other side will confirm that airline executives who are unfamiliar with the video business will only make a fuss about what was originally organized. Suning is gambling, but the stakes are too big and the road to recovery may not be in sight.
"Foundation" weak PPTV or gradually falling behind
In the era of video client dominance, PPTV, PPS, Storm Video, etc. are well-deserved kings in the video industry. Regardless of download volume, click-through rate, advertising sales, etc., they are all in the top position, and are much more popular than current Sohu videos and iQiyi. However, with the rise of web pages and mobile terminals, video sites started with clients began to decline. PPS was acquired by iQiyi, and the impact of the storm was reduced to the third-line camp. As for PPTV, it also suffered from the fate of being acquired, and the high-level executives also repeatedly turbulent.
Reflected in reality, PPTV is also paralysed in the market. According to statistics, in September 2014, the number of active users on the PC-side of China's online video websites ranked first in Youku for 145,960,600; Sohu video ranked second, with 1,348.77 million active users. PPTV ranked only seventh, active users only 79.621 million. On the mobile side, Youku is ranked first, Sohu video is ranked second, PPTV is ranked sixth - only 19,227,400, less than one third of the 60.239 million Youku.
The original foundation of PPTV was relatively weak. In the copyright wars, money was lost to iQiyi, LeTV, and Tencent videos. It was even more difficult for original content to display Youku and Sohu video items. Only with the original accumulation of content, and some video industry are playing the basic model of struggling to support, there is little new ideas and highlights. As a result, its current situation can only be paralyzed in the middle and lower reaches of the video industry.
Fan Zhijun, chairman of the PPTV Juli Management Committee, was eager to see "the new official took office for three fires."
The Board of Directors believes that in order to enhance its position in the fierce competition in the video industry and win the market, it is necessary to increase support for PPTV's cohesion. From strategy to organization, from resources to talents, it is necessary to invest in all directions.
However, in the video industry, investment is only one aspect, not to mention that its investment efforts can rival Tencent video, iQiyi, and other video sites backed by big money? If you still follow the current model, PPTV may gradually fall behind.
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