Jia Yue Pavilion: The Logic of the subversive

In addition to the well-known music network, Shanxi Jia Yue Pavilion music video has quietly completed the first round of financing, his personal investment in a wine network wine Electric Network has been online. His brain outlines a blueprint of life that surrounds the ecology of Music and vision: The Internet age, people busy one day back home, mobile phone a wave, the phone has not played in the video high-definition video in the living room to continue playing on the video Super TV, drink a cup of wine in the network ordered French wine, Watch the movie "Small Time" produced and released by the music video. The ideal shines into reality, but the distance between reality and ideal is unavoidable. Since video web site le video network announced on September 19, 2012 to enter the television market, and will launch the music video TV Super TV, the question surrounding the Jia Yue Pavilion has never been interrupted. In this regard, he is quite indifferent, in the interview with this newspaper he said: "Music is the sound of ridicule in everyone to grow up." "The Office of Jia Yue Pavilion is similar to many entrepreneurs, with a small area. Some messy, especially the part of the visitors, a lap of the sofa, is always in the two super TV, usually his office is always lively, a lot of meetings every day, the office has always been in and out of the department heads. No person, Jia Yue Pavilion will be buried in the sofa to find fault with their products, and at any time to call for improvements to their subordinates. Like many internet entrepreneurs, Jia Yue is also a fan of jobs, with an imac on his desk and an ecosystem of apples. But he thinks that Steve Jobs is the last idol of the elite era, the era of elite products for millions of people has passed, now is the social era, the real hero is grassroots, as he put forward for the concept of video Super TV, tens of thousands of people to develop, millions of people to buy, tens of thousands of people to participate. Le view mode "21st Century": when began to build "platform + content + Terminal + Application" Composition of the "Music vision system" idea? Jia Yue Pavilion: In 2004 when the establishment of the video network, there has been a general idea, adhere to the advanced strategy is also a great feature of our development. At that time, we think there are several trends: first, the internet distribution of TV dramas, will replace the traditional physical media, CD-ROM, disc machine this mode of distribution. With the improvement of technology, all the storage in the future is in the cloud, of course, the concept of cloud has not been proposed. This is also the beginning of our original, do the main reason for charges. Second, the network video, video networking. The first ten or twenty years, the Internet to disseminate information is mainly graphics and text. But in the long run, the impact of video is much better than the graphics and text, so the future video is definitely the main way to disseminate information. This is also a major reason why we have a full force on the video field. Third, movies, TV dramas, such as long video and professional video more suitable for large screens. At that time we also consider starting from the PC, and so on gradually mature, the final release media must be TV, especially paid class. "21st century": You and Lei, Super TV and millet mobile phone operation mode than, what do you think? Jia Yue Pavilion: le Vision and Millet are two different models of companies, comparable to farThere are not so many rumors, similar parts are using the Internet model for marketing. Le Vision is an Internet service company, the hardware part is to improve the upstream and downstream of the industrial chain, so that the music view of the eco-industrial chain produces vertical multiplication effect, but millet more is a hardware company, just use Internet mode to do marketing. There is a big difference between the genes and the business model. Millet's profits mainly from the hardware, and the video Super TV's revenue is mainly from the addition of hardware value-added revenue, such as advertising, pay users, application, and so on, more effects and benefits from the entire music depending on the ecological industrial chain. "21st century": What is the profit model of super TV? Jia Yue Pavilion: The profit model of super TV mainly comes from four aspects, first, is the extremely low gross profit that the hardware itself brings. The second part comes from content payments, we have more than 700,000 of paying subscribers, and believe that with the sale of the video Super TV, the number of paid users will be boosted. The third part is the advertisement, the music view Super TV's terminal share reaches a certain number, its advertisement effect and the growth space are very worth looking forward to. The fourth one from the LeTV store is divided into Third-party applications. After the future of the Super TV market mature, these four areas of profitability is full of imagination. "21st century": In the future, it is possible to video TV content and cinemas and other simultaneous distribution? Jia Yue Pavilion: This is our industry chain of cross-border Innovation in a direction, we believe that one day we can do synchronous distribution. When we have enough TV terminals, we will become a very important distribution channel, which is also an important mission. The film's release rate is also a major ailment of the Chinese film industry. The number of Chinese-made films was as high as 893 in 2012, of which there were 745 feature films, after the United States and India, but eventually only 231 films were met by cinemas and only 30% of them. In the future, we hope to distribute these films without the opportunity to be released, but not without the viewers ' attention, through the video terminal of the video ecosystem. This can not only enrich the user's viewing range, at the same time, the development of Chinese film industry will also play a role in promoting. Cross-border innovation has always been an important development strategy, including technology innovation, hardware innovation, experience innovation, marketing model innovation, and profit model innovation. In the past ten years, the development of music vision is based on the continuous cross-border innovation of users, which is also the important idea of the ecological layout of the music. The value of the cycle of "21st century": You are the technology to start, to the Internet gene-based, if the sales of Super TV, the company's overall supply management can keep pace? Jia Yue Pavilion: Supply chain is divided into two parts, the first is the whole product quality control, the second is the back end, including logistics, distribution, installation, commissioning. The first is precisely the advantage of the music, we chose Foxconn's world-class quality partner, the product manufacturing to the best companies to do. After the first products come out, even when put on the market and all the other company's products, the video Super TVIn the process is absolutely first-class. The second link is actually supply chain management, which we attach great importance to the relative short board. We must integrate excellent outsourcing team, and gradually establish a perfect logistics, after-sale, customer service system. At present, we have set up 1 unified service standards, with 2 professional customer service outsourcing companies, 12 professional after-sales service company 1842 services outlets, 100% coverage of the national territory, provincial capital and the city level. In addition, 18 logistics providers, including 3 national logistics carriers and 15 regional logistics carriers, have covered more than 100 major cities nationwide and will cover more than 120 cities by the end of the year. But the integration of all the chain needs a cycle, including early training, late convergence, and so on, this user satisfaction there are some problems, but I believe that as long as we give a little time, this part of the problem will soon be perfected. "21st century": How large is the size of the user to form the value of the cycle? Jia Yue Pavilion: Our terminals maintain a thin profit, large profits must be in the terminal share accumulated to a certain number before it is possible to achieve. The first threshold is millions, when super TV sales can reach millions, commercial value will initially appear, the second is level 5 million, and the third is tens. Now the first-line TV ratings in the 1.5%-2%, China has a total of more than 200 million effective families, satellite TV can cover the family is about 4 million or 5 million. When the number of Super TV sales can be spread to 5 million, its advertising exposure is almost equal to the first-line satellite TV, even more than it. Then the value of advertising will be highlighted. And this kind of advertising form will be more than the traditional single platform advertising space a lot, because through the program content and large data information, we will for advertisers to carry out columns, content, classification of precision delivery. "21st century": Why not burn the money model. Jia Yue Pavilion: We have less money, we have to consider how to spend a limited amount of money on the blade, and constantly consider the cost of investment. le-View online before the market has made a round of equity financing, just more than 50 million. Equity financing is like drinking doves to quench thirst, can reduce the pressure in a short time, improve the speed of development, but many companies because of excessive financing, the equity is completely diluted. If the company's strategy and development direction are entirely determined by the Fund, this is very unfavorable to the long-term development of a company. We are currently the only in the industry's wholly-owned video site, has never been a dollar fund. Our circle is not that close to the dollar fund, in addition, the video industry state control is more stringent, as the only one in the mainland listed in the entire domestic video site, adhering to the principle of the shareholders that the user, so we also want to be able to more fit the requirements of national policy, which is also a pleasure to see an advantage. "21st century": How do you attract former Lenovo executives Liang, former Ray Media General manager Zhang, former Cool 6 vice president Goofy and other people gathered in the video, including Zhang Yimou? Jia Yue Pavilion: It is no exaggeration to say that the stability of the team should be the best in the whole industry. The turnover rate is very very low.How to attract them and keep the passion, the first is the ideal and vision of the same, le vision of the corporate culture is the dream, innovation, synergy, sharing, although the executive team from different backgrounds, different industries, but everyone came to music, with common values. The second is the reasonable distribution of income, I prefer to share the shares to everyone, rather than to financial investors. In any one of our positions, the stakes are much higher than those in the same position as the competitors. Zhang Yimou and we talked about signing a contract only more than 40 days, fast, I think this is his new model of the music of the high recognition, le-Vision film to create an internet age movie company, the internet changes to the film is not just the issue level, it is a comprehensive change. Our idea Zhang Yimou, after understanding, very excited, these ideas fully meet his ideas, touched him very much.