News said that PPTV will usher in a strategic shift as a whole or withdraw from Shanghai and move to Nanjing

Recently, a PPTV supplier posted a message on the WeChat circle of friends saying that the overall PPTV will be moved from Shanghai to Nanjing, with functional lines moving first and operations catching up later.

Original title: What is the strategic shift of PPTV or withdrawing from Shanghai Suning Cultural Innovation?

While LeTV, which had lost its copyright in the Super League, was still immersed in the clamor, Suning Cultural and Creative took over.

In early March, PPTV Juli Sports, a subsidiary of Suning Cultural Innovation, announced that it had won the exclusive rights to all new media games of the 2017 Super League. All Super League games in the new season will be broadcast live in high definition on the three terminals of PPTV Sports (PC+ Mobile +OTT). PPTV paid a copyright fee of 1.35 billion yuan in order to "take over" the super copyright from LeTV.

In fact, PPTV holds the copyright of many sports events, and earlier won the exclusive copyright of new media in AFC, including the exclusive copyright of new media in the most competitive AFC Champions League.

However, PPTV, which is crazy about spending money on sports copyrights, has begun to "shift strategically", and most functional departments have moved from Shanghai to Nanjing.

Recently, a PPTV supplier released a message saying: "PPTV as a whole is about to move from Shanghai to Nanjing, the functional line moves first, and the operation keeps up later." The reporter then contacted an insider of PPTV, and the other party said that the situation was true."Currently, many colleagues in Shanghai are preparing to find jobs again."

After receiving multiple blood transfusions from Suning Yunshang, the veteran video website PPTV was spun off from the listed company by Suning Yunshang due to heavy losses on the listing platform, and later transferred to Suning Cultural and Creative. Since the establishment of Suning Cultural Innovation, the PPTV sports sector has been heavily purchasing copyrights. However, while the profit model of the sports industry is still unclear, it has to invest in hardware and other aspects, making it difficult to make profits.

According to public information, Suning Cultural Innovation, established in October 2015, has business areas covering new media, studio operations, film and television entertainment and other business sectors. Currently, its subsidiaries include PPTV, Suning Films, Suning Studios and other sectors.

Strategic shift?

PPTV, which has suffered many losses and changed its executive team, may undergo a strategic shift this time.

Recently, a PPTV supplier posted a message on the WeChat circle of friends saying that the overall PPTV will be moved from Shanghai to Nanjing, with functional lines moving first and operations catching up later.

The reporter then contacted PPTV insiders, who said that the withdrawal of PPTV functional departments from Shanghai had long been circulated internally, and there was currently panic within the company.

"Relevant functional departments in Shanghai have been removed to Nanjing, leaving only a few positions such as technology in Shanghai, and there will also be major changes in senior leadership. The situation we are facing now is very embarrassing. We have been living in Shanghai and suddenly asked to go to Nanjing. We must not move our family due to work reasons. We can only take the initiative to resign and find a new home." The above-mentioned PPTV insider added to reporters.

The reporter called Suning Cultural and Creative Public Relations Department in this regard, and the other party replied: "Due to the structural adjustment, the focus of some functional departments will tilt towards the group headquarters, but it is only a normal management adjustment."

It is understood that after the establishment of Suning Cultural and Creative Group, its internal structure has been formed, including video company (PPTV.com), Dragon Ball Live Broadcast, intelligent hardware company, and Suning Film Theater. The intelligent hardware company was adjusted from the Home Internet Business Unit (referred to as the "OTT Business Unit") previously belonging to Juli Media, and is mainly responsible for Internet TV and other services.

As an established video website that has accumulated a large number of sports resources and users, PPTV has long fallen out of the first and second echelons of the video industry.

While video websites such as iQiyi, Tencent, and Youku Tudou continued to export high-quality content to seize users in 2015, PPTV had long lost its voice in the video industry. Even the sports that were once proud of were left behind by LeTV and others.

At present, the number of paying users of PPTV is far from enough to support the cost of purchasing copyrights and technological improvements. Especially for PPTV, which burns money to do the sports industry, it is not enough to rely solely on the exclusivity of IP to attract audiences. How to achieve balance between payments and other aspects is also a major problem to be solved in the future.

PPTV, which was left behind

, missed the 2015 video content industry war. Although it missed the best period for content development, it also spoke out on content layout in the third quarter of last year.

At that time, in addition to continuing to increase the layout of hardware and OTT, PPTV also had new plans for content. These include the establishment of a subsidiary jointly with the film and television drama production company Ciwen Media, and the release of three TV and online dramas with different themes: "Liangsheng, Can We Not Be Sorrow","The Incomplete World" and "Queen's Policy".

On the variety show, PPTV chose to cooperate with Xingge Media to create a self-made online comprehensive. At the same time, it also tested the second-dimensional industry and collaborated with Rambo Comics to create a second-dimensional variety show.

As a veteran video website established earlier, PPTV has neither continued to export high-quality content to seize users like iQiyi and Youku Tudou, nor has it deeply cultivated the sports field where it has advantages, and has gradually lost to the rising star LeSports.

For PPTV, burning money too quickly has always been the norm. In 2013, PPTV, whose life was on the line after burning money, received US$420 million in financing from Suning Yunshang and Hony Investment. The founder team transferred more than half of its equity, and the team members exchanged blood on a large scale.

In order to cooperate with Suning Cloud Commerce's strategy, PPTV will talk about O2O in the next 2014, looking forward to achieving video e-commerce integration and traffic monetization with Suning Cloud Commerce.

However, things backfired, and Suning Yunshang, which took over PPTV, suffered continuous financial losses.

According to Suning's 2014 annual report,"PPTV is still in the stage of rapid deployment and rapid acquisition of users. Therefore, it has maintained continued to increase investment in R & D, talents, content, etc., with a loss of 485 million yuan during the reporting period." In the first three quarters of 2015, PPTV achieved an overall profit loss of 705 million yuan, with an impact on the company's net profit attributable to shareholders of the parent company of-480 million yuan.

In September 2015, Suning Yunshang issued an announcement stating that it would transfer 68.08% of its equity in PPTV to Suning Wenchuang at a price of 2.588 billion yuan. At this point, PPTV was spun off of the listed company.

This move was also interpreted by the outside world as that PPTV burned too much money, which affected the performance of listed companies, so it had to make other plans.

In October 2015, Suning Cultural and Creative Group was officially established, and PPTV was listed as its most important industrial layout. In December 2015, Suning Cultural Innovation announced that Mi Xin had become the vice president of Suning Cultural Innovation, and concurrently served as the president and CEO of PPTV. Mi Xin had once served as the deputy general manager of the country and Guangdong.

At this point, PPTV, which has changed hands three times after joining Suning, has finally welcomed senior executives with rich experience in the cultural and creative industries. In May 2016, PPTV upgraded its brand and officially changed its name to Juli.

After the company changed its name, Suning Cultural Innovation released a series of strategies, including opening Live studio in Suning Cloud Store and simultaneously broadcasting it on PPTV, and building 200 Suning's own brand cinemas in Suning's own properties in the next five years; entering film and television content research and development, investment, production and other aspects, combining the film and television content industry with Suning's other related business formats to create a new retail marketing model; in-depth cooperation with Shanghai Theater Academy to explore and cultivate young directors.

In the third quarter of 2016, when Suning Cultural Innovation released a new strategy again, there were no major changes compared with the end of 2015.

This year, Suning Cultural Innovation did not make any efforts on content, and popular film and television IP did not take any action. In summary, video websites relied on self-made websites to seize users and advertisements, Suning Cultural Innovation did not take any action.

Suning Cultural Innovation, which is in the stage of groping and development, is gradually implementing it in accordance with the strategic framework set at the end of 2015, many previous ideas are constantly being overthrown and reconstructed. Mi Xin, vice president of Suning Cultural Innovation, also said that during this year, the formulation of strategies, team building, and team leadership have been basically completed.

Focusing on the core positioning of cultural O2O, relying on PPTV's online resources and offline resources such as Suning Yundian and Suning Plaza to serve a 500 million user base based on family units, the brand positioning has gradually tilted towards the family group. Mi Xin said that Suning Cultural and Creative positioning of the home Internet is mainly optimistic about its broad market space.

To this end, PPTV also launched Internet TV. It relied on Suning's extensive online and offline channel resources. However, due to insufficient content motivation and other reasons, PPTV Internet TV ultimately failed to outperform brands such as popular and micro-whale in the same period.

However, in 2017, PPTV became interested in performance brokers and publication operators. Since Mi Xin became the legal representative of Shanghai Juli Media Technology Co., Ltd., the company's business scope has expanded from the original development and sales of information, network media application software, etc., to publications management, performance brokerage and other matters.

It is worth noting that after its establishment, in addition to receiving investment from Suning Yunshang, the company also obtained investment from Hanli Capital in March 2016, which had invested in Yihi Car Rental, Jixiang Airlines, etc.

Suning's Style and Style Thinking When

Suning Cultural Innovation was established in 2015, it announced to the public that it would lay out film, television and sports. Regarding the clarification of this business sector, Suning said that it was aiming at the layout of the entire industry chain.

Upstream of the industrial chain, Suning Pictures meets the needs of mass culture by creating films. In the midstream, through PPTV Juli, Suning Pictures and O2O retail platforms, film and television dramas are broadcast and derivatives are traded.

Downstream, Suning Cinema will develop corresponding Suning Cloud Cinema, Suning Studios and Suning Urban Vitality Center for Suning's offline entities.

It is also worth noting that Suning has both PPTV and Suning Sports. Using two sectors to carry sports is enough to show the importance it attaches to sports.

In addition to sports, culture is also an important part of Suning Group's strategy. At the beginning of last year, Zhang Jindong also systematically elaborated for the first time Suning's new mission of "leading the industrial ecology and creating a quality life together", and announced that the layout of five major industries such as retail, real estate, cultural creativity, finance, and investment has taken shape, and will comprehensively attack the market in 2016.

Since 2016, Suning has been making constant moves in culture and sports. Zhang Jindong also said that in the future, consumers 'consumption of culture, entertainment, sports, finance, financial management, etc., as well as consumption of real estate, social life scenarios, etc., will bring huge market space to Suning.

Not only that, at the beginning of this year, Suning took over the baton of Chinese culture and obtained shares of Sports Olympic Power. Almost the same time, Suning Sports took over LeTV and won the copyright of the Super League. It is worth noting that in a few years, Sports Sports

PPTV, a subsidiary of Suning Cultural Innovation, is not lagging behind, and has won many media copyrights for sports events in the past two years.

In August 2015, PPTV spent 250 million euros (approximately 1.8 billion yuan) to obtain the exclusive all-media copyright of La Liga China from 2015 to 2020. In November 2016, PPTV Juli Sports obtained exclusive media rights in the mainland of China and Macau for the 2019-2022 Premier League season for a total price of US$721 million (approximately RMB 5 billion).

By this year, LeSports, which won exclusive new media broadcasting rights for the two major seasons of the Chinese Super League for 2.7 billion yuan, was reported to be giving up exclusive broadcasting rights for the Chinese Super League. Among the recipients, Suning has the greatest intention. This time, Suning has taken the lead in the Sports Olympics, which owns the copyright of the Chinese Super League. Power almost guarantees that Suning's PPTV will get the rights to broadcast Super League events.

After Suning joins the main body of Olympic Power, the IP of important sports events owned by Olympic Power will definitely give priority to Suning's PPTV Juli Sports as a partner, and this is what Suning has been spending a lot of money to lay out the upstream and downstream sports industry. Strategic intention.

However, the internal structure of Suning's sports sector has also been adjusted. According to a person from Suning's public relations department,"PPTV's studio in Zhangjiang, Shanghai has just been built and has only been put into operation not long ago. Suning Sports Media will be assigned to Suning Sports Group separately in the later period."

Public information shows that if Suning Sports Media's sports channel, PPTV, is included in Suning Sports Group, Suning Sports will be even stronger. It not only holds the copyright of various event media, but also has its own team.

However, if the sports channel becomes independent, PPTV's advantage in content will no longer continue. If Suning Sports continues to deliver sports-related content to the PPTV website and TV, how to export and charge is also worth paying attention to.

It is worth pointing out that Suning's cultural and sports industry, whose internal structure has just been clarified, will face continued adjustment of internal resources with the "withdrawal" of PPTV from Shanghai to Nanjing. Whether Suning's cultural and sports sector will undergo further integration is also worth looking forward to.

Editor: Nancy