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Liang Jun left the new LeTV to be aligned with sales orientation
Five months after becoming CEO of LeTV, Liang Jun finally shed his "baggage" and left the company. On October 24th, reports surfaced that Liang had submitted his resignation and was currently on vacation. When contacted by Interface News reporters, LeTV remained silent, stating that all 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 LeTV’s CEO, and Liang Jun took over the role. Jia once praised Liang as “the best talent in internet ecosystem training who truly enjoys the ecology.†Since joining LeTV in January 2012, Liang played a key role in developing Android set-top boxes and LeTV Super TVs, contributing to the annual sales of nearly 6 million units.
Industry observers speculated that Liang's departure might be linked to unsatisfactory performance under new leadership. The recent financial report revealed that LeTV is expected to post 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 last year. The third-quarter loss is projected to range between 1.021 billion and 1.026 billion yuan.
Liang Jun, now 47, was known for being one of the few executives who dared to say “no†to Jia Yueting. He started his career at Lenovo in 1995, holding various high-ranking positions before transitioning to LeTV in 2012. His career shift marked the beginning of a rapid rise within the company.
By 2014, he became COO of LeTV's smart terminal business group, and in 2016, he took on roles as president of LeSports and LeTV New Generation. In 2017, he was still a strong supporter of Jia Yueting, even during the launch of the new Super TV.
However, tensions arose with Sun Hongbin's arrival, which led to a delicate balance between Liang and Jia. Some believed Liang aligned more with Sun than with Jia. But Sun may not have fully supported Liang's approach. In September, LeTV appointed Zhang Zhiwei as its new CEO, signaling a shift in strategy.
Liang expressed confidence in LeTV's future, stating that the company would overcome its challenges. However, it seems his words were more of a comfort to himself. With Zhang Zhiwei taking charge, LeTV appears to be moving toward a more sales-driven model, prioritizing profitability over innovation.
Recent reports suggest that LeTV has found new investors, which could help restore trading. While this is positive news, it also marks the end of an era for both LeTV and Liang Jun. Their time at the helm is unlikely to return, and the company is now heading in a different direction.