RINAPE :: Volume #12

#1186: Li Mu's Game rule

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Lin Qingya heard that for the first time such advertisement pattern, the whole person was startled quite a while recovered. 林清雅第一次听说这样的广告模式,整个人怔了半天才回过神来。 The repertoire that Li Mu said that almost made the major enterprises play in previous life rottenly, with QQ has cooperated does not only know to have many, but puts the present, this pattern really no one has also played. 李牧说的这种套路,在上辈子几乎让各大企业玩烂了,光是跟qq合作过的就不知道有多少,但是放到现在,这种模式还真没有人玩过。 To use the virtual coin as to the attraction of entity consumer, must first make the entity consumer have enough approval to the virtual coin, this to providing the online enterprise request of virtual coin is especially high, if otherwise the user does not approve, this virtual coin promotion cannot obtain the actual result. 想用虚拟币作为对实体消费者的吸引,首先就要让实体消费者对虚拟币有足够的认可,这对提供虚拟币的线上企业要求格外高,否则如果用户不认可,这种虚拟币促销就得不到实际效果。 previous life QQ did not have to promote even truly the QQ coin at the beginning of 2003, however present YY coin already globally fiery/popular less than half year, various YY payment increment membership services, were the YY cartoon show and YY Game as well as YY Pet, needs to use the YY coin . Moreover the audience of these premium services were many, therefore the user approved to the YY coin especially, this satisfied came to be used as the basis of promotion with the YY coin for the entity commodity. 上辈子就算是qq在2003年初也没有真正把qq币推广开来,但是眼下的yy币已经在全球范围内火爆了小半年时间,无论是yy各种付费增值会员服务,还是yy卡通秀、yy游戏以及yy宠物,都需要使用yy币,而且这些付费服务的受众非常多,所以用户对yy币格外认可,这就满足了用yy币来为实体商品做促销的基础。 Lin Qingya do accounts, said: „Chief Li, if according to you said that making Coca-Cola pay our hundred million USD, we give them the value two hundred million USD virtual coins, gives back to them to clear a second-level page, and conducts the advertisement promotion to this cooperation, to Coca-Cola, is very cost-effective.” 林清雅自己算了一笔账,说:“李总,如果按照你说的,让可口可乐支付我们一亿美元,我们给他们价值两亿美元的虚拟币,还给他们开通一个二级页面、并且对这种合作进行广告推广,对可口可乐来说,还是很划算的。” Li Mu nods, said: „Naturally cost-effective, except for the immediate value of our advertisement, two hundred million USD virtual coins will play the huge role to them, if according to each exchange code can exchange 20 cents virtual coin computation on average, two hundred million USD virtual coin enough they produce 1 billion bottles of cooperation Cola, by the YY influence, these 1 billion bottles will perhaps soon sell.” 李牧点点头,道:“当然划算,除了我们广告的直接价值,两亿美元的虚拟币对他们来说会起到巨大的作用,如果按照平均每一个兑换码可以兑换20美分虚拟币计算的话,两亿美元的虚拟币足够他们生产十亿瓶合作款可乐,以yy的影响力,这十亿瓶恐怕用不了多久就会销售一空。” Lin Qingya said: „One hundred million USD promotion expenses were really scary, I estimated that if we went to a zero, Coca-Cola should be interested very much.” 林清雅说:“不过一亿美元的推广费用实在是太吓人了,我估计如果我们去一个零,可口可乐应该会很感兴趣。” Li Mu beckons with the hand: „Goes to what zero, our first cooperation advertisements, must have enough compelling standard, this concerns our enterprise localizations and accent nature, from the beginning must make the stance of keeping aloof, we must set an enough high cooperation threshold, will not reduce the threshold request to any enterprise, only then this can guarantee our characteristics.” 李牧摆了摆手:“去什么零,我们的第一个合作广告,一定要有足够的逼格,这关乎我们的企业定位和调性,一开始必须要把高高在上的姿态摆出来,我们一定要设定一个足够高的合作门槛,而且绝不会向任何企业降低门槛要求,只有这样才能够保证我们的特点。” Saying, Li Mu was also saying: „You can make a project plan book to give Coca-Cola the plan that I said a moment ago directly, if Coca-Cola rejects or wants negotiate, is unimportant, do not respond them, turns head this cooperation plan word for word to Pepsi, told Pepsi, so long as he nodded, inside all the element about Coca-Cola can change into acknowledges as teacher, how when the time comes you will have a look at their two to snatch.” 说着,李牧又道:“你可以直接把我刚才说的方案做成一个项目策划书交给可口可乐,如果可口可乐拒绝或者想砍价,不要紧,别搭理他们,扭头把这份合作方案一字不改的给百事可乐,告诉百事可乐,只要他点头,里面所有关于可口可乐的元素都会换成拜师,到时候你看看他们两家会怎么抢。” Nod of Lin Qingya understands immediately: „I understood, today I make the project plan, issues Coca-Cola that side connection person.” 林清雅立刻心领神会的点了点头:“我明白了,今天我就把项目策划做出来,发给可口可乐那边的接口人。” Li Mu shows a faint smile, face assured saying: „A budget of hundred million USD, makes a promotion globally, value of this business too to their any, if they have the normal logic, certainly will not reject this cooperation.” 李牧微微一笑,一脸笃定的说道:“一亿美元的预算,做一个全球范围内的推广,这买卖对他们任何一家来说都太值了,如果他们有正常的思维逻辑,一定不会拒绝这种合作。” Then, Li Mu also said to Li Qingya: „Muye Science and Technology next can start the foreign advertisement to cooperate, but several principles must observe.” 说罢,李牧又对李清雅说道:“牧野科技下一步可以启动对外的广告合作了,但是有几点原则必须遵守。” „First, we only with having the business of sufficient strength, globally, we only with the world 500 strong cooperation, in various countries' range, we only with world 500, or are this/should country top 100 cooperation, if the middle-and-small country, then we only with 50 of this/should country's strong, 30 even ten strong business ;” “第一,我们只跟有足够实力的企业合作,全球范围内,我们只跟世界五百强合作,各国范围内,我们只跟世界五百强,或者是该国百强企业合作,如果是中小型国家,那么我们只跟该国的五十强、三十强甚至十强企业合作;” „Second, we do not accept hardly any broad and soft broad, only accepts the cooperative advertisement . Moreover the cooperation plan must be decided by us ;” “第二,我们不接受任何硬广、软广,只接受合作性广告,而且合作方案一定要由我们来决定;” „Third, in the cooperation plan, must have the special preferential benefit and attendance to our users, even if cooperates with the car(riage) business, the factory also at least needs to pledge that to YY user's certain preferential benefit, or is the special custom-made present, otherwise we do not cooperate absolutely.” “第三,合作方案中,一定要对我们的用户有特殊的优惠和照顾,哪怕是跟车企合作,厂家也至少要承诺给yy用户一定的优惠,或者是特殊的定制化礼品,否则我们绝对不合作。” Li Mu is very clear, the advertisement that as sees in the life are getting more and more, average consumer's resistance to the advertisement is getting higher and higher, the conversion rate of advertisement is also getting more and more low, such environment can urge the advertising industry rapid development, to innovate in the next several years unceasingly, starts from pure offline and conventional media hardly broadly, gradually developed the soft advertisement, the internet advertisement, the cooperative advertisement wait/etc. 李牧很清楚,随着在生活中见到的广告越来越多,普通用户对广告的抵触情绪越来越高,广告的转化率也越来越低,这样的大环境会促使广告行业在未来的十几年内飞速发展、不断革新,从单纯的线下以及传统媒体硬广开始,逐步发展出了软广告、互联网广告、合作性广告等等。 It looks like in Li Mu, in the future advertising industry, hard broad gradually will certainly decline to turn into the weak, the soaring price matching ineffective conversion rate, such advertisement form because of more and more low performance-to-price ratio, will gradually degenerate into the big enterprise to maintain helpless electing of sensitometry finally. 在李牧看来,往后的广告行业里,硬广一定会逐渐式微而变成鸡肋,高昂的价格搭配低效的转化率,这样的广告形式最终会因为越来越低的性价比,逐渐沦为大企业维持曝光度的无奈之选。 Gives an example with Coca-Cola, even if some day the television advertisement has no too big significance, they can spend so much funds to put on the major television media as before, these deliveries to not obtain the high user and sales volume transform, but to maintain this brand in populace front exposure rate/lead, when Coca-Cola started to stop the advertisement putting, that presented certainly the vital issue or the change on behalf of Coca-Cola. 还是拿可口可乐来举例,哪怕有一天电视广告已经没有什么太大的意义了,他们依旧会花大量的资金在各大电视媒体上进行投放,这些投放不是为了获得多高的用户以及销售额转化,而是为了维持这个品牌在大众面前的曝光率,什么时候可口可乐开始停止广告投放了,那一定代表可口可乐出现了重大的问题或者改变。 The although high-end user is big to the hard broad demand, in Li Mu's locates, YY will certainly continue to cease in the future hardly like the present broad, is not this letting user to have the repugnant advertisement form directly. 虽然高端用户对硬广的需求量非常大,但是在李牧的定位里,yy将来一定会继续像现在这样杜绝硬广,不做这种让用户直接产生反感的广告形式。 However, besides hard broad, soft broad it somewhat with does not act. 但是,除了硬广之外,软广本身又有些拿不出手。 Soft broad it is actually an induction even deceives, therefore this method, is, has had the opportunity that the small and medium-sized enterprise craves extremely by the method that small great, handles big issue with smart power, YY such big worldwide basis platform, to guarantee own compelling standard and accent nature as well as caters to own user, in the future cannot help other enterprises feel weak inevitably broadly. 软广本身其实就是一种诱导甚至是欺骗,所以这种手段,一直都是中小型企业极其热衷的、有机会以小博大、四两拨千斤的玩法,yy这么大的世界性平台,为了保证自己的逼格、调性以及迎合自己的用户,将来必然也不能帮其他企业打软广。 Hard broad does not want to do, soft is broadly undoable, therefore in the Li Mu eye, truly can do only then cooperative advertisement, moreover is the cooperation advertisement of depth custom-made nature. 硬广不想做,软广不能做,于是在李牧眼里,真正能做的就只有合作性广告,而且是深度定制性的合作广告。 previous life, Li Mu has seen too many cooperation advertisements, is only scan code received exchange for the advertisement of QQ coin, he does not know that has seen many, the users in such and such platform spend to enjoy exclusive discount pattern to such and such merchants to have numerous number, light/only in the family/home and CTrip populace review and automobile travel in this platform not to know that has many merchants to adopt such pattern to make the promotion, these group buy the website operator schema are also same. 上辈子,李牧见过太多的合作广告,光是扫码换取qq币的广告,他就不知道见过多少了,某某平台的用户到某某商户消费享受专有折扣这种模式更是多不胜数,光是在大众点评、汽车之家、携程旅行这种平台上就不知道有多少商户在采取这样的模式做推广,还有那些团购网站的操作模式也是一样。 Such cooperative advertisement pattern, is Li Mu is willing to see on YY truly. 这样的合作性广告模式,才是李牧真正愿意在yy上看到的。 Trades to be others, possibly is very difficult to understand the approaches to cooperation of Li Mu this nearly cleanliness/mysophobia, but Lin Qingya then understands quickly Li Mu's idea, truly those who know him to want is anything. 换做他人,可能很难理解李牧这种近乎洁癖的合作方式,但林清雅很快便明白了李牧的想法,知道他真正想要的是什么。 Li Mu wants, is gaining the large amount of advertising expenditure, while will not have made the user have any resistance to the advertisement, what is more important, but must make the user obtain the real preferential benefit from this type of advertisement, moreover after enhancing the advertisement cooperation the admittance threshold, coming in inevitably is the well-known enterprises of various trades and occupations, such to Muye Science and Technology enterprise image, and brand value has a very big promotion. 李牧想要的,是一边赚着巨额的广告费,一边还不会让用户对广告产生任何抵触情绪,更重要的是,还要让用户从这种广告中得到切实的优惠,而且提高广告合作的准入门槛之后,进来的必然都是各行各业的知名企业,那样对牧野科技本身的企业形象,以及品牌价值都有一个非常大的促进。 Li Mu opened the mouth to say at this time: „Right Qingya, gives you two duties.” 李牧这时候又开口道:“对了清雅,给你两个任务。” Lin Qingya busy say/way: „Chief Li you said.” 林清雅忙道:“李总你说。” Li Mu said: „On the one hand, you must begin to form a Business development (BD) team and advertisement plan team, on the other hand, you must pull out the time to comb clearly our complete product detail, which links having a look at to suit makes the advertisement cooperation, what cooperation suits makes, combs, then makes one make the plan book to go to consult with the target company.” 李牧道:“一方面,你得着手组建一个bd团队和广告策划团队,另一方面,你要抽时间把我们的全套产品细节都梳理清楚,看看有哪些环节适合做广告合作的,适合做什么样的合作,都梳理出来,然后让人做成策划书去跟目标企业接洽。” Saying, the Li Mu example was saying: „With McDonald's, if McDonald's is willing to promote a brand-new YY meal in view of the YY user, and gives certain preferential and custom-made in the pricing of meal the present, we in YY Pet inside pet item(s), join the new meal of McDonald's, and takes popular item(s) to promote it, through implanting the way comes to the brand and product of McDonald's promotes.” 说着,李牧举例道:“就拿麦当劳来说,如果麦当劳愿意针对yy用户推出一个全新的yy套餐,并且在套餐的定价上给予一定的优惠和定制化的礼品,那我们就在yy宠物里面的宠物道具里,加入麦当劳的这种新套餐,并将它作为热门道具进行推广,通过植入的方式来对麦当劳的品牌以及产品进行推广。” „Or our YY Show, now inside the clothing, accessories as well as background automobile and other goods, can carry out the advertisement cooperation, if US (America) af has the interest cooperation, we can promote a group of them in US (America) domestic YY Show in the quarter the latest clothing, letting the user can use free, if domestic Meters/bonwe and Baleno such enterprise has the interest cooperation, we can carry out the similar cooperation in our domestic YY Show with them.” “或者说咱们的yy秀,现在里面的服装、配饰以及背景里的汽车等物品,都是可以进行广告合作的,如果美国的af有兴趣合作,我们就可以在美国国内的yy秀里推出一批他们当季最新款的服装,让用户可以免费使用,如果国内的美特斯邦威、班尼路这样的企业有兴趣合作,我们就可以在咱们国内的yy秀里跟他们进行同样的合作。” „If Ford Motor Company wants to make the promotion in YY Show, we can be the element with the car payment that their present lord pushes, designs YY Show automobile item(s), and provides to the user free uses......” “如果福特汽车想在yy秀里做推广,我们可以用他们时下主推的车款做为元素,设计一个yy秀汽车道具,并且免费提供给用户使用……” Lin Qingya at present one bright, said: „I understood Chief Li, according to your example, we have the space that too can operate, moreover this cooperation to us, is to the user and to the partner, can achieve a best effect! I certainly careful seek for the appropriate connecting point in our product ecology, then goes to speak in detail with the target company thoroughly!” 林清雅眼前一亮,说道:“我明白了李总,按照你的例子,我们有太多可以操作的空间,而且这种合作无论是对我们,还是对用户、对合作伙伴,都能够达到一种最佳的效果！我一定仔细在我们的产品生态中寻找合适的契合点,然后再去跟目标企业深入详谈！” Nod of Li Mu applause, the Lin Qingya execution does not need to question, she can certainly do deeply to do thoroughly this matter, this to Muye Science and Technology, is a huge profit origin. 李牧赞许的点了点头,林清雅的执行力无需质疑,她一定能够把这件事做深做透,这对牧野科技来说,将是一个庞大的利润来源。 In the Li Mu's idea, Muye Science and Technology can open the advertisement cooperation, but this cooperation cannot certainly only look at money, all cooperation must abide by oneself Game rule, who regardless of otherwise the opposite party is, regardless of the opposite party pays what price, so long as he does not abide by the Game rule that oneself formulate, oneself will not give him absolutely any opportunity of cooperation. 在李牧的理念中,牧野科技可以开放广告合作,但是这种合作一定不能只看钱,所有的合作都必须遵循自己的游戏规则,否则无论对方是谁,无论对方出什么价格,只要他不遵循自己制定的游戏规则,那自己也绝对不会给他任何合作的机会。 Li Mu esteems about Jobs's many operation ideas, after a business growth to certain scale, must have own ecology, must have own open platform, but cannot completely radical opening, probably have own closed loop and lower limit absolutely. 李牧对乔布斯的许多运营理念非常推崇,一个企业成长到一定规模之后,一定要有自己的生态,也一定要有自己的开放平台,但绝对不能完全彻底的开放,一定要有自己的闭环和底限。 Like Apple app-store , app-store is a Apple ecology important component, is the Apple open platform, in principle, Apple allows to conform to the on the shelf sale of application of request in own application store, but these third party applications must completely abide by oneself Game rule, otherwise who executes summarily. 就像苹果的app-store,app-store是苹果生态的一个重要组成部分,也是苹果的开放平台,原则上,苹果允许一切符合要求的应用在自己的应用商店里上架销售,但这些第三方应用一定要完全遵循自己的游戏规则,否则无论是谁都格杀勿论。 The WeChat public number is also the same operation idea, the public number is the WeChat ecology important component, similarly is also a WeChat content open platform, individual enterprise, can register the WeChat public account number, but must tally illuminates the request of WeChat, otherwise WeChat can prohibit the public number of opposite party momentarily. 微信的公众号也是一样的运营理念,公众号是微信生态的重要组成部分,同样也是微信的一个内容开放平台,无论是个人还是企业,都可以注册微信公众账号,但一定要符合照微信的要求,否则微信随时可以将对方的公众号封禁。 Now, Li Mu wants to build an advertisement open platform in the ecological systems of YY, and to this open platform formulation strict admittance rule, so long as holds the confirmation after several realities, this partnership model will certainly be accepted by most potential partners. 现在,李牧想在yy的生态体系内建立一个广告开放平台,并且对这个开放平台制定严格的准入规则,只要经过几次实操验证,这种合作模式就一定会被绝大多数的潜在合作伙伴所接受。 Regardless of the opposite party is Coca-Cola and McDonald's, is Wal-Mart and Ford Motor Company, so long as the opposite party is interested in working with oneself, must abide by own Game rule! 无论对方是可口可乐、麦当劳,还是沃尔玛、福特汽车,只要对方有兴趣跟自己合作,就一定要遵循自己的游戏规则！
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