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Liang Jun left the new LeTV to be aligned with sales orientation
Five months into his tenure as CEO, Liang Jun shed his "baggage" and left LeTV. On October 24th, reports surfaced that the former CEO had submitted his resignation and was currently on leave. When contacted by Interface News, LeTV did not confirm the details, stating that official information should come from the company itself. An insider hinted at possible board-level considerations behind the move.
In May 2017, Jia Yueting stepped down as CEO of LeTV, and Liang Jun took over the role. Jia once praised Liang as "the best internet eco-training talent who truly enjoys the ecosystem." Since joining LeTV in January 2012, Liang led the development of Android set-top boxes and the LeTV Super TV line. His efforts contributed to the annual sales of nearly six million units of the Super TV.
Industry observers speculated that Liang’s departure might be linked to unmet expectations from Sun Hongbin, the new investor. Within five months, he failed to deliver results that satisfied Sun, leading to his exit. LeTV recently reported a net loss of between 1.658 billion and 1.663 billion yuan for the first three quarters of this year, compared to a profit of 490 million yuan in the same period last year. The third quarter alone saw an expected loss of 1.021 to 1.026 billion yuan.
Liang Jun, 47, was the only senior executive to openly challenge Jia Yueting. He started his career at Lenovo in 1995, holding various leadership roles before moving to LeTV. His transition from Lenovo to LeTV marked a significant career shift, and he quickly rose through the ranks.
In January 2012, Liang joined LeTV as Vice President and General Manager of TV. Shortly after, LeTV and CNTV International announced a strategic partnership and launched the first Internet set-top box. Over the next two years, however, LeTV's stock suffered due to regulatory changes in the internet TV market. By June 2014, LeTV had sold approximately 1.75 million set-top boxes and 900,000 Super TVs.
Liang played a key role in the release of the first-generation LeTV Super TV in May 2013. In just 17 months, Jia’s vision came to life. By the end of 2016, LeTV Super TV had reached 10 million units in cumulative sales.
By 2014, Liang became COO of LeTV's smart terminal business group. In February 2016, he took on multiple leadership roles, including President of LeSport Intelligent Terminals Global Production and Research and President of LeTV New Generation.
Liang was known for his unconventional approach. In 2016, he spoke about the challenges ahead: “We experienced a cold winter, but for a good product and model, there were always admirers. Just as today’s conference theme was 'Spring Story,' Super TV stood at a new stage of development. Sowing the seeds of hope, we can harvest a full warehouse of fruits by fall. I believe the meaning of life is to never stop exploring the unknown world.â€
When LeTV released the new Super TV in February 2017, Liang was still one of Jia Yueting’s strongest supporters. However, Sun Hongbin’s arrival complicated their relationship. Some suggested that Liang aligned with Sun rather than Jia.
Sun, however, may have been skeptical of Liang’s approach. In September, LeTV appointed Zhang Zhiwei as its new CEO, tasked with overall strategy, business execution, and team management. Zhang would report directly to Liang, who remained as CEO.
Liang expressed confidence in LeTV’s future, saying, “LeTV will definitely overcome its difficulties and regain a better future.†But it seems these words were more of a comfort to himself.
The path forward for LeTV diverged between Sun Hongbin and Liang Jun. According to insiders, Sun focused on profitability, while Liang prioritized innovation and R&D. This clash likely contributed to Liang’s departure.
With Zhang now in charge, LeTV is shifting toward a more sales-driven model. Rumors suggest that new investors are being sought, and the company is preparing to announce them soon.
While new investment could revive LeTV, the era of Liang Jun and his vision is unlikely to return. For both the company and its former leader, the past remains a distant memory.