RINAPE :: Volume #11

#1074: Subversive new pattern

LNMTL needs user funding to survive Read More

As the YY founder, Li Mu is clear about the YY push compared with anyone to own importance. 作为yy的创始人,李牧比谁都清楚yy推送对自己的重要性。 Because YY user majority is the deep user, regardless of pushes any information, the conversion rate compares the common internet advertisement to be much higher much. 由于yy用户大部分都是深度用户,所以无论推送任何信息,转化率都比一般的互联网广告要高得多得多。 Other website and news of product push, the click conversion rate possibly 5%, however in the YY system, push the news the click conversion rate continuously over 30%, the click conversion rate of individual premium content and even higher. 其他网站、产品推送的消息,点击转化率可能连5%都不到,但是在yy体系内,推送消息的点击转化率一直都在30%以上,个别优质内容的点击转化率甚至更高。 This also means, YY is Li Mu hatches all excellent incubators, if will have the new product in his system in the future, makes a push with YY, can put in front of over 30% users the information directly. 这也就意味着,yy已经是李牧孵化一切的绝佳孵化器,如果在他的体系内将来有新的产品,用yy做一次推送,就可以直接把信息投放到超过30%的用户面前。 The YY current overall user has broken through 180 million, is turning toward 200 million to start fiercely attacks, at the present development speed, about in the time in the future half a month, the user will break through 200 million users is completely does not have any pressure. yy目前的整体用户已经突破1.8亿,正在向着2亿大关发动猛攻,以现在的发展速度,在未来的半个月左右时间里,用户突破两亿用户是完全没有任何压力的。 The base numbers of 200 million users, the significance to Li Mu are extremely significant, perhaps new Game, pushes one round with YY, can bring several million even download(ing) ten million times, only needs to make several pushes, can lay the foundation of product, directly is in the vigorous development phase. 两亿用户的基数,对李牧来说意义极其重大,也许一款新游戏,用yy推一轮,就可以带来数百万甚至千万次的下载,只需要做几次推送,就可以把产品的基础夯实,直接进入蓬勃发展阶段。 It looks like previous life Tencent, had QQ and WeChat these two super products, itself can make a powerful distribution platform with them, two platforms can bring the current capacity that others are unable to be a worthy opponent for under Tencent all products with joint forces. 就像是上辈子的腾训,有了qq和微信这两个超级产品,本身就可以用他们来做一个强大的分发平台,两个平台合力可以为腾训旗下的所有产品带来他人无法匹敌的流量。 Also because , the content of Li Mu to YY push news has the extremely strict request, all the contents of push must after strict screening, only push the content that the user is interested, does not meet any charge promotion absolutely, does not do to much money. 也正是因为如此,李牧对yy推送消息的内容有着极其严格的要求,所有推送的内容都必须经过严格筛选,只推用户感兴趣的内容,绝对不接任何收费推广,给再多的钱都不做。 It looks like in Li Mu, overwhelming majority the contents of payment promotion to user are the trash contents, therefore any platform, so long as starts to make the charge promotion, then this behavior to user is an injury, most users repel the advertisement, light, then affects the user's to pushing the news attention, heavy affects user's user experience to the entire product. 在李牧看来,绝大部分付费推广的内容对用户来说都是垃圾内容,所以任何平台只要开始做收费推广,那么这种行为对用户本身就是一种伤害,绝大多数的用户都排斥广告,轻则影响用户对推送消息的关注程度,重则影响用户对整个产品的用户体验。 Any product, once the advertisement were many, certainly will bring the huge harm to the user, the Weibo (Micro Blog) trend goes down in the world itself to have much to do with its intemperate advertisement, the experience that type opens the later full screen advertisement, has the enormous damage to the user. 任何产品,一旦广告多了,一定会对用户带来巨大的伤害,微博走向落魄本身与它无节制的广告就有很大关系,那种打开之后满屏广告的体验,对用户有着极大的损伤。 The although charge promotion is a very considerable source of income, but to Li Mu, he rather sacrificed part of profits, received exchange the entire YY product structure purity, as well as compatible of product to user. 虽然收费推广是一个非常可观的收入来源,但是对李牧来说,他宁可牺牲这一部分利润,来换取整个yy产品架构的纯净度,以及产品对用户的亲和度。 Under this big main key, the YY promotion resources became entire internet, even in the entire commercial system most drools the ultra high-quality promoted resources that is actually not able to obtain, Spielberg as the first-line director, to promoting the propaganda knows from A to Z, he has long realized powerful strength of YY in promoted, even if Li Mu complies to attend his charity dinner, he had not expected can have the opportunity to obtain the YY promoted resources. 在这种大基调下,yy推广资源就成了整个互联网,甚至整个商业体系内最为垂涎却又根本无法获得的超优质推广资源,斯皮尔伯格身为一线导演,对推广宣传更是了如指掌,他早就意识到yy在推广方面的强大实力,但即便是李牧答应参加他的慈善晚宴,他也没有奢望过自己能有机会获得yy的推广资源。 Excited Spielberg expressed gratitude to Li Mu repeatedly, nearby Leonardo was also very excited, especially earnest said to Li Mu: „Mr. Li, you were really generous! This has special significance to our forthcoming movies!” 激动不已的斯皮尔伯格连声向李牧道谢,一旁的莱昂纳多也是非常激动,格外认真的对李牧说:“李先生,你真是太慷慨了！这对我们即将上映的电影意义非凡！” Li Mu shows a faint smile, said to two people: „The strength of Director Spielberg can not be questioned that the performing skill of Mr. Leonardo I have also liked, this movie also has Tom Hanks such Oscar movie king let alone, I believe that the quality of this movie is very certainly high, since is the high-quality work, naturally should more to know.” 李牧微微一笑,对两人说道:“斯皮尔伯格导演的实力是毋容置疑的,莱昂纳多先生的演技我也一直非常喜欢,更何况这部电影还有汤姆・汉克斯这样的奥斯卡影帝,我相信这部电影的质量一定很高,既然是高质量的作品,自然应该让更多的人知道。” Is saying, Tom Hanks led oneself assistant to take a step, then beckoned to shout to Spielberg far away: „Hi, Steven!” 正说着,汤姆・汉克斯带着自己的助理迈步走了进来,大老远便对斯皮尔伯格招手喊道:“嗨,史蒂文！” Saw Tom Hanks to arrive, including Spielberg husband and wife, as well as Leonardo looked to him, to Spielberg, Tom Hanks was an old friend, is a partner, but to Leonardo several people, Tom Hanks was the absolute senior. 一见汤姆・汉克斯到了,包括斯皮尔伯格夫妻,以及莱昂纳多几人都纷纷看向他,对斯皮尔伯格来说,汤姆・汉克斯是一位老友、是一个合作伙伴,而对莱昂纳多几人来说,汤姆・汉克斯是绝对的前辈。 In Hollywood, Tom Hanks is the recognized performing skill golden character tower, even movie king floating about like clouds Hollywood, still few Tom Hanks develop anything like this are anything's Grandmaster Level actors, his although Spielberg was small is ten years old, but two people truly very good friend as well as partner, but Leonardo these young actors not to mention, they are the looks at Tom Hanks's play grow. 在好莱坞,汤姆・汉克斯是公认的演技金字塔,即便是影帝如云的好莱坞,也很少有汤姆・汉克斯这样演什么就是什么的大师级演员,他虽然比斯皮尔伯格小了十岁,但两人确实非常好的朋友以及合作伙伴,而莱昂纳多这几位年轻演员就更不用说了,他们都是看着汤姆・汉克斯的戏成长起来的。 Tom Hanks half step arrives around the people, but also without coming to a stop, Spielberg then to his introduced: „Tom, this is famous Li Mu.” 汤姆・汉克斯快步来到众人跟前,还没站稳,斯皮尔伯格便向他介绍道:“汤姆,这位就是大名鼎鼎的李牧。” Tom Hanks hastily reaches out Li Mu, said with a laugh: „Your good Mr. Li, to have visited you in the speech of Harvard, impressive!” 汤姆・汉克斯急忙向李牧伸出手来,笑着说:“你好李先生,看过你在哈佛的演讲,让人惊叹！” Li Mu and Tom Hanks shake hand, respects to this old play skeleton outside at heart, only meets didn't expect, several Hollywood big first speech that met with oneself in Harvard said the matter, it seems like at present the most chief impression to the Western society bringing is that speech. 李牧与汤姆・汉克斯握了握手,心里对这个老戏骨格外尊敬,只会没想到,几个好莱坞大咖第一次见面都是拿自己在哈佛的演讲说事儿,看来自己眼下给西方社会带来的最主要印象就是那次演讲。 At this time, Spielberg said to Tom Hanks: „Tom, Mr. Li said a moment ago, when our 《Catch Me If You Can》 screen, he will make a free promotion on YY to us!” 这时,斯皮尔伯格对汤姆・汉克斯说道:“汤姆,李先生刚才说,等我们的《猫鼠游戏》上映时,他会在yy上给我们做一次免费推广！” Tom Hanks is also the YY user, listens to person to chat and YY a lot, he naturally knows that the promotion of YY means anything, pleasantly surprised said to Li Mu: „Thank Mr. Li to our approvals, believes that this movie will certainly not let you and audience is disappointed!” 汤姆・汉克斯本人也是yy用户,同时也没少听身边的人聊及yy,他自然知道yy的推广到底意味着什么,惊喜不已的对李牧说道:“感谢李先生对我们的认可,相信这部影片一定不会让你和观众失望！” Spielberg also nods to say in the one side: „This movie has Tom and efforts of Leonardo these two outstanding actors, certainly can obtain the approval of audience. Also can certainly obtain the affection of YY user.” 斯皮尔伯格也在一旁点头说道:“这部电影有汤姆以及莱昂纳多这两位优秀演员的努力,一定可以获得观众的认可。也一定能够获得yy用户的喜爱。” Saying, Spielberg also said to Li Mu: „Mr. Li, thanked your generous again, if in the future has the opportunity, hopes that can start the deep cooperation in movie with you!” 说着,斯皮尔伯格又对李牧说道:“李先生,再次感谢你的慷慨,将来如果有机会,非常希望能够在电影方面与你展开深入合作！” Regarding a Li Mu such hundred hundred million USD worth, influence as well as product influence outstanding young people, Spielberg, not only does not dare to have any contempt to him, instead because of his excess young, but is full of the respect to him. 对于李牧这样一个百亿美元身价、自身影响力以及产品影响力都超群的年轻人,斯皮尔伯格非但不敢对他有任何的轻视,反而因为他的过分年轻,而更加对他充满尊敬。 The middle-aged person and old person like him had understood exactly, knows that nowadays most deserves respect also most has the development potential, is these premature successful young people, at the Li Mu's achievement and age, in his eyes, the weight/quantity even can exceed Bill Gates. 像他这样的中老年人已经活明白了,知道现如今最值得尊敬也最有发展潜力的,就是那些过早成功的年轻人,以李牧的成就和年纪来看,在他眼里,分量甚至能超越比尔・盖茨。 Actually the Li Mu not loose wealth young lad, he gives Spielberg the face, runs to attend his charity dinner far away, and also granted he such powerful promotion resources on own initiative, the goal was the hope through Spielberg, opened the Hollywood entrance, as well as entrance of North America Film Market. 其实李牧也并非散财童子,他之所以给斯皮尔伯格面子,大老远跑来参加他的慈善晚宴,并且还主动允诺他这么强大的推广资源,目的便是希望通过斯皮尔伯格,打开好莱坞的入口,以及北美电影市场的入口。 Therefore, Li Mu said to Spielberg: „Muye Science and Technology on the pallial line purchases the movie ticket now the solution, through this solution, the user can aim at some theater, some movie and one to buy tickets on the computer, and supports online chooses the place, the user after pays completes, directly to the buying tickets movie theater self-service ticketing then realizes the entire buying tickets flow, is convenient, I believe that this set of system will pay expenses the wish of watching movies to bring the huge promotion to the user.” 于是,李牧对斯皮尔伯格说道:“牧野科技现在有一套线上购买电影票的解决方案,通过这套解决方案,用户可以在电脑上针对某一影院、某一电影、某一场次进行购票,并且支持在线选座,用户在网上支付完成之后,直接到购票电影院自助取票即可实现整个购票流程,非常方便,我相信这套系统会对用户付费观影的意愿带来巨大的提升。” Really, Li Mu this saying one, on the scene several average per person are surprised, Spielberg seems to be interested, subconscious questioning: „The solution that Mr. Li, you said sounds very mysterious, but I am very curious, how this set of does system solve online chooses and issue of self-service ticketing?” 果然,李牧这话一出,在场几人均是一脸惊讶,斯皮尔伯格似乎对此非常感兴趣,下意识的追问:“李先生,你说的这套解决方案听起来很神奇,但是我很好奇,这套系统怎么解决在线选座和自助取票的问题？” Li Mu said with a smile: „ Reason that calls it the solution, because we have the mature solution of each link, online chooses the place biggest problem nothing but is the real-time update issue, if the user online designated a seat, must guarantee this seat cannot be sold again by the theater, therefore we also developed one set of system for the theater, they can use our system sell tickets daily, this set of system before them system that uses is much easier-to-use. 李牧笑道:“之所以称之为解决方案,正是因为我们已经有了各个环节的成熟解决方案,在线选座最大的问题无非就是实时更新问题,用户如果在网上选定了一个座位,要确保这个座位不会再被影院卖出去,所以我们为影院也开发了一套系统,他们可以使用我们的系统进行日常售票,这套系统会比他们之前使用的系统好用得多。 Meanwhile, in this set of system, the screening hall seat distribution map of theater, and situation of theater self booking will make a connection with our Online Ticket System, the seat that if we sell out, will lock this seat in this set of system, the banned theater sells repeatedly, if the seat that the theater sells out, in Online Ticket System, the user is unable to purchase the same seat again. ” 同时,在这套系统里,影院的放映厅座椅分布图,以及影院自身售票的情况会跟我们的网票系统打通,如果我们卖掉的座位,在这套系统里就会锁定这个座位,禁制影院重复销售,而如果是影院卖掉的座位,在网票系统内,用户也将无法再购买相同的座位。” Because these people are the jobholders of film and television industry, therefore they listen is especially careful, because the understanding internet are insufficient, has no understanding of the product logic, therefore some understanding are all of a sudden airtight. 由于这几人都是影视行业的从业人员,所以他们听的格外仔细,但是因为他们本身对互联网的了解不够,对产品逻辑更没有什么了解,所以一下子有些理解不透。 Li Mu further explained: „This set of system is equal to selling the same batch of products with the interlinked channel, because two channels are interlinked, therefore any channel, has the exclusiveness, once the side sells out, the other side has no right to sell again.” 李牧进一步解释道:“这套系统就等于是用相通的渠道去销售同一批产品,由于两个渠道相通,所以无论是任何一个渠道,都具备排他性,一旦有一方卖掉,另一方就无权再卖。” Nod of several people all think, first responded is Spielberg, asking that he is interested in very much: „The consumer after chooses the place purchase, how ticketing to watch movies?” 几人所有所思的点了点头,最先反应过来的便是斯皮尔伯格,他很是感兴趣的问:“那消费者在网上选座购买之后,如何取票观影呢？” Li Mu said with a smile: „This was simpler, each order, we will produce the digital code that one skewer is in sole possession of the user, simultaneously we also developed a terminal device, this type of terminal device can put in the movie theater, after the user arrived at the movie theater, can like operating atm, inputs his order code on the machine with ease, this terminal device can print directly the shadow ticket, the user takes the shadow ticket that prints to watch movies directly then.” 李牧笑道:“这个就更简单了,每一个订单,我们会为用户生成一串独有的数字编码,同时我们还开发了一种终端设备,这种终端设备会投放在电影院内,用户到了电影院之后,可以像操作atm一样,轻松在机器上输入他的订单编码,这台终端设备就可以直接将影票打印出来,用户直接拿着打印出来的影票观影即可。” Spielberg hears here, the eye is sparkling the different kind ray. 斯皮尔伯格听到这里,眼睛都闪耀着别样的光芒。 Li Mu continued to say at this time: „ Actually the present internet user, the internet user in Western developed country, itself has certain power of consumption particularly, ten USD movie tickets to them actually at all are not anything, but they have not chosen to enter the movie theater to watch movies, I feel nothing but am also two reasons: 李牧这时候继续说道:“其实现在的互联网用户,尤其是西方发达国家的互联网用户,本身就具备一定的消费能力,十美元一张的电影票对他们来说其实根本不算什么,但他们之所以没有选择走进电影院观影,我个人感觉无非也就是两个原因: First, the information acquisition channel is unenlightened ; 第一,信息获取渠道闭塞; Possibly some first-year university student users have not watched the situation that the movie has screened very much from beginning to end on own initiative, therefore does not know hotly what every so often now is reflecting is which movie, but this point is very easy to be solved to YY, we only need to send the related push to the user regularly, making them know, now the movies named 《Catch Me If You Can》 screens, the lead who this movie is Tom Hanks as well as Leonardo DiCaprio, then to them demonstrated that some certain content outlines, posters and stage photos, can let the receive that they are clear about to 《Catch Me If You Can》 the news that reflects hotly ; 可能很大一部分用户从始至终就没有主动关注过影片上映的情况,所以很多时候根本不知道现在正在热映的是哪一步电影,但是这一点对yy来说就很容易解决,我们只需要定期向用户发相关推送,让他们知道,现在有一部名叫《猫鼠游戏》的电影上映,这部电影的主角是汤姆・汉克斯以及莱昂纳多・迪卡普里奥,然后再给他们展示一定的内容梗概、一部分海报与剧照,就可以让他们明确的接收到《猫鼠游戏》正在热映的消息; Second, watching movies the experience is complex ; 第二,观影体验复杂; Looked that a movie is not easy, must first find nearby movie theater, then chooses the appropriate movie, chooses the appropriate number and seat again, this process is especially tedious, many links can make the user give up watching movies, for example: Does not know that the showing number of theater, must first stare at the display screen of theater to ponder over to the movie theater for this reason for a long time, selects an appropriate number with great difficulty, but must line up to buy tickets, cannot do well was one's turn own time, the shadow ticket of this/should number completely has sold spatially, or absolutely did not have the good position ; 看一场电影不容易,首先要找到附近的电影院,然后挑选合适的电影,再挑选合适的场次与座位,这个过程格外繁琐,很多环节会让用户放弃观影,例如:不知道影院的放映场次,为此要先到电影院盯着影院的信息显示屏幕琢磨好久,好不容易选出一个合适的场次,还要排队购票,搞不好等轮到自己的时候,该场次的影票已经全部售空,或者根本就没有好的位置了; Now, we brought the subversive experience for the user, the user in online can see a showing arrangement of theater directly, he can choose that oneself are interested, then goes to purchase the satisfied seat, after completing these, he only needs to start first ten minutes to arrive in the movie theater at the movie, then ticketing can enter the arena to watch movies ; ” 现在,我们为用户带来了颠覆性的体验,用户直接在网上就可以看到一家影院的放映安排,他可以选择自己感兴趣的那一场,然后进去购买自己满意的座椅,做完这些之后,他只需要在电影开始前十分钟抵达电影院,然后取票就可以进场观影;” Li Mu at this point, several people on the scene listened looked pleasantly surprised, Li Mu also said at this time: „Our set of Online Ticket System not only can solve these two problems, what is more important, we can these two issues put together solves, for example, we push 《Catch Me If You Can》 with YY directly, then these in the YY user who 《Catch Me If You Can》 is interested, can directly through the YY choice theater, number and seat number, then he can use the PayPal direct payment, before this completed watched movies all preparatory work, remaining only one, were goes to the movie theater to watch the movie.” 李牧说到这里,在场几人已经听的面露惊喜,这时候李牧又道:“我们的这套网票系统不但可以解决这两个问题,更重要的是,我们能够把这两个问题放在一起解决,比如,我们直接用yy推《猫鼠游戏》,然后那些对《猫鼠游戏》感兴趣的yy用户,就可以直接通过yy选择影院、场次与座位号,然后他可以使用paypal直接付款,这样就完成了观影前的所有准备工作,剩下的唯一一件,就是去电影院看电影。” „After these two flows make a connection, the conversion rate of wish as well as actual payment that the user pays expenses will be certainly high, the user who a large number not possible to watch this movie, will be changed by this one set of Online Ticket System, as the matter stands, the movie box office can a bigger promotion.” “这两个流程打通之后,用户付费的意愿以及实际付费的转化率一定会非常高,相当一部分原本不可能去看这部电影的用户,会被这一整套网票系统所改变,这样一来,电影票房就能够得到更大的提升。” Spielberg has understood all key points that Li Mu said that excited saying: „This set of Online Ticket System simply is the subversive new pattern! If it can be operational, to the film industry is a huge promotion!” 斯皮尔伯格已经听懂了李牧所说的所有关键点,激动不已的说道:“这套网票系统简直是颠覆性的新模式！如果它能够投入使用,对电影行业将是一个巨大的促进！” Several other people also nod in abundance, can make these person who is possible to enter the movie theater not spend the Qian Jin movie theater to watch the movie, this is truly big to the significance of entire film industry, with US (America), most nationals cannot afford the movie ticket, but simply does not have this demand, or the demand is pale, the flow troubles a point to make them slightly give up. 其他几人也是纷纷点头,能够让那些原本不可能走进电影院的人花钱进电影院看电影,这对整个电影行业的意义确实非常大,就拿美国来说,大部分的国民不是买不起电影票,而是根本没有这个需求,或者需求非常淡,流程稍微麻烦一点就有可能让他们放弃。 But the set of Online Ticket System that Li Mu said that not only solved the problem of information delivery , the watching movies flow will the most important thing is simplify the pinnacle, this to the film industry, the significance is truly significant! 而李牧所说的这套网票系统,不但解决了信息投放的问题,最重要的是还将观影流程精简到了极致,这对电影行业来说,确实意义重大！ Spielberg cannot bear closely examine: „Mr. Li, I want to know when you do prepare to get online this set of system??” 斯皮尔伯格忍不住追问:“李先生,我很想知道,你准备什么时候上线这套系统？？”
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