Lenovo TV pushes new brand "17" to mark millet LeTV

New brand targets younger groups

This reporter learned that Lenovo will launch a new TV brand "17". The new brand operates independently in the form of an independent company, led by Xiong Wen, general manager of the original smart TV business, and has exactly two sets of "Lenovo" brands. The new brand will be mainly sold online, aiming at younger groups, as well as other internet companies such as Xiao Lemi.

As early as 2012, Lenovo introduced smart TVs, but the market reaction was tepid. Watching LeTV, Xiaomi and other Internet TVs come alive, Hisense and Skyworth are also speeding up the exploration of Internet TV. Lenovo finally began to reorganize TV services.

"The Internet is to do it in a quick way. New companies are more flexible." Lenovo insiders said, "The previous two years, Lenovo television online and offline are a system operation, the internal loss and conflict are obvious, online and offline prices fight, contain each other, there are many obstacles. After everything was straightened out."

The original department did not cancel the dual brand operation

The adjustment of Lenovo TV has already started in February of this year. At that time, the news that Lenovo’s smart business unit was operating poorly was withdrawn.

It is reported that this department is not completely revoked, but is divided around TV "dual brand". Among them, Lenovo's original smart TV division was formally merged into Lenovo's personal and small and medium-sized enterprise division. The original Lenovo Group’s smart TV channel business in China and general manager Bai Ye, who is the general manager of the big client business, will be responsible for the operation of the Lenovo brand TV. It is understood that the "Lenovo" brand television mainly takes the middle-to-high-end fine line. Channels are focused on the offline, will sink to the third and fourth line cities, and will use the Lenovo PC channel to promote television.

Whether there will be a conflict between the "dual brands"? On the 14th, Bai said that there will be conflicts, but online brands are mainly targeting millet and LeTV, and offline brands are mainly targeting at traditional manufacturers such as Skyworth and Sony. The audience of the two brands is not the same and the conflict will not be too great. They will share advantages in back-end procurement, R&D, systems, and content, and integrate resources.

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Lenovo and Alibaba joint venture?

Since the beginning of this year, Lenovo has begun institutional restructuring, and mobile phones, smart TVs and other services have been separated. At the same time, more professional teams and more venture capital have been introduced. For example, in April, the “magic factory” that focused on smart phone business was independent from Lenovo, and it was also differentiated from the original Lenovo mobile phone brand through “internal entrepreneurship”.

According to media reports, the independent company that operates the “17” new brand is likely to be jointly registered by Lenovo and Alibaba, while introducing other venture capital. It is said that Alibaba’s share in the new company is “larger” and Alibaba will also provide the Yun OS system and Tmall sales channel resources for the TV product. The new company’s equity incentives and the implementation of the investor’s final cooperation details are also being advanced simultaneously.

Regarding this statement, Lenovo did not respond on the 14th.