Liang Jun doesn’t cry, and LeTV is no longer burning money. Recently, the new CEO of LeTV, Liang Jun, gave an interview titled “LeTV CEO Liang Jun: We Are Now Short of Money.†Despite the previous buzz around events like the 919 Fans Festival, which once made LeTV a hot topic in 2017, the company now seems to be taking a more conservative approach. Even with the official store running out of TVs and music platforms losing their former glory, Liang Jun and LeTV chairman Sun Hongbin remain confident.
In contrast to the emotional scenes of the past, such as when Jia Yueting cried during the LeTV Supercar press conference, Liang Jun has shown a calm and determined attitude. Facing pressure from suppliers, upstream partners, and sales channels, he refused to give in. Instead, he said, “I will do everything I can. Either have a good attitude or take sleeping pills.â€
Since becoming CEO in May, Liang Jun has restructured both the listed and non-listed parts of LeTV, focusing the business on smart TVs. The new strategy includes four core businesses: LeTV New, LeTV, LeTV, and Levision Cloud. More importantly, the goal is to stop wasting money and move toward profitability—something that was once seen as impossible for LeTV.
But how can LeTV succeed without the huge investments it used to rely on? The answer lies in its focus on hardware innovation and user experience. LeTV’s big-screen business now includes Super TV, Smart Home Center, set-top boxes, and other products designed around large screens. Unlike the mobile-focused LeTV video, the new direction emphasizes content creation, network services, and user operations.
LeTV’s new business model includes hardware production, backend server management, EUI operating system maintenance, and user-centric operations. While the Super TV is the most well-known product, LeTV has also been pushing the boundaries of smart TV design. From the world’s thinnest LCD TV at CES 2016 to the first front-and-back glass TV at CES 2017, LeTV has consistently demonstrated cutting-edge technology.
Beyond hardware, LeTV has also invested heavily in artificial intelligence. Although it didn’t announce AI features publicly in 2017, the company had already integrated voice control, gesture recognition, and data-driven personalization into its Super TV lineup. These features are powered by LeTV Cloud, Stargazing System, and BOSS System, allowing for intelligent content recommendations and refined user experiences.
Despite financial challenges, Liang Jun remains optimistic. He believes that LeTV’s products and services can stand on their own, even without the previous funding frenzy. As the company shifts its focus and refines its operations, it’s clear that LeTV is no longer just a brand chasing trends—it’s building something sustainable.
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