RINAPE :: Volume #13

#1282: Long-term that must consider

LNMTL needs user funding to survive Read More

With the gradual fermentation of public opinion, China Super Car Club fame while unceasing promotion, the image in general public mind does not have the good change, to the ordinaries, the best attitude is not to the approval of China Super Car Club, but is non-inductive. 随着舆论的逐渐发酵,csc俱乐部名气在不断提升的同时,在普通民众心目中的形象却始终没有好的改变,对普通群众来说,最好的态度不是对csc俱乐部的认可,而是无感。 Except that part to its non-inductive people, more people to some of its more or less resistance, but mixes in this vortex midpoint Li Mu, did not have to pay attention to the popular feelings on own initiative, but concentrates on at two matters ; first, to comb the follow-up operation of China Super Car Club ; second, to arrange the following release conference. 除了部分对它无感的群众,更多的人对它或多或少都有些抵触情绪,而搅和在这个漩涡正中央的李牧,一直没有主动去关注舆情,而是把精力集中在两件事上,一是梳理csc俱乐部的后续运营,二是筹备接下来的发布会。 Compared with other clubs, the China Super Car Club operation cost is very high, other clubs rent a location to start doing business, but China Super Car Club was entire invested several hundreds of millions funds, was used to construct its high standard hardware. 与其他的俱乐部相比,csc俱乐部的运营成本很高,其他俱乐部租个场地就能开业,但csc俱乐部是整个投资了数亿资金,用来建设它的高标准硬件设施。 Therefore, in the future operation of China Super Car Club, not only need maintain entire race track as well as other hardware operates, but must support the team that a scale increases unceasingly. 所以,未来csc俱乐部的运营,不但要维系整个赛车场以及其他的硬件设施运作,还要养活一个规模不断增加的团队。 First year at present four 50 million membership dues, when used to put into service completely, can block from the cost actually, but these four 50 million membership dues, but must correspond to provide to the services of member value four 50 million, profit margin even setting is higher, still at least needs to deduct more than 50%, remaining money thinks maintain the club overall operation and development, is very difficult. 首年目前四五千万的会费,如果全部用来投入运营,倒是能把成本遮住,但是这四五千万会费,还要对应提供给会员价值四五千万的服务,利润率就算设定的高一些,也至少要扣掉一半以上,剩下的钱想维持俱乐部整体运营和发展,是很困难的。 Therefore Li Mu has emphasized in club, provides the high-end product and service for own member, does business to the member, gains some insufficient that costs. 所以李牧一直强调的就是在俱乐部里,为自己的会员提供高端产品和服务,面向会员做生意,把不足的那部分成本赚出来。 The Cai Zhengmao automobile import business has merged into China Super Car Club, 30% of sales net profit left he himself, the remaining 70% profits as the earning of club, break in the running water of club, car(riage) over hundred quantities that this period of time he altogether subscribes, if hands over the car(riage) completely, the profit surpasses 20 million, leaves the profit of club probably about 15 million. 蔡正茂的汽车进口业务已经并入了csc俱乐部,销售净利润的30%留给他自己,剩下的70%利润作为俱乐部的营收,冲入俱乐部的流水里,这段时间他一共订出去的车过百量,如果全部交车,利润超过两千万,留给俱乐部的利润大概在一千五百万左右。 If the China Super Car Club sustained development, sells 100 car(riage)s should the issue is not big this year again much, in other words, 15 million profits gradually will at least arrive in the following more than half a year. 如果csc俱乐部持续发展,今年再多卖一百辆车应该问题不大,也就是说,至少还有一千五百万利润会在后续的大半年里逐步到位。 This income although is very considerable, but Li Mu is very at heart clear, the overall quotation of this business walks certainly downward, originally the Cai Zhengmao import and export business is good , because many high-end automobile brands also without formally enter the China market, with the development of time, more and more brands after China establishes the subsidiary company, and development seller channel, this business would have no too big imaginary space. 这一块的收入虽然很可观,但是李牧心里很清楚,这块业务的整体行情一定是向下走的,本来蔡正茂的进出口生意之所以不错,就是因为许多高端汽车品牌还没有正式进入华夏市场,随着时间的发展,越来越多的品牌在华夏成立分公司并且拓展销售商渠道之后,这块业务也就没太大想象空间了。 China Super Car Club just the becoming a hit fire, collected 40 million membership dues, to sell hundred million car(riage)s, to gather 80 million offerings, in although society some voice of criticism, but overall might be considered as an extremely successful business case, but Li Mu has not actually gone to enjoy this present situation, but called the same place Chen Ze and Cai Zhengmao, discussion China Super Car Club follow-up profit issue. csc俱乐部刚刚爆红大火,收了四千万会费、卖了过亿的车、又汇聚了八千万善款,虽然社会上有些批评的声音,但整体上堪称是一个极其成功的商业案例了,可是李牧却并没有去享受这个现状,而是把陈泽、蔡正茂叫到一起,讨论csc俱乐部后续的盈利问题。 Chen Ze and Cai Zhengmao some are not quite clear, the current income card good to exceed the anticipation greatly, why Li Mu worries about the follow-up profit. 陈泽和蔡正茂都有些不太明白,目前的收入盘面好到大大超出预期,李牧为什么对后续的盈利这么着急。 Li Mu does not conceal said to two people: „Do not think that we are very at present successful, this period of time account income is good, but, we are don't forget anticipating future income now.” 李牧毫不掩饰的对两人说:“你们千万别认为我们目前已经很成功了,这段时间的账面收入是不错,但别忘了,我们现在是在寅吃卯粮。” „Anticipates future income, in other words overdraws the late profit ahead of time, our China Super Car Club explode the fire in the circle suddenly, truly stimulated one user who does not have the race car in large numbers invests to purchase the race car in a short time, but this was only equivalent to us forcefully the following market was ahead of time, this year while the club fire, selling 100 car(riage)s and 200 car(riage)s is not the issue, next year? How many next year can also have? Year after next could not perhaps be left over many.” “寅吃卯粮,换句话说就是提前透支后期利润,咱们的csc俱乐部忽然在圈子里爆火起来,确实刺激了一大批没有跑车的用户在短时间内纷纷出资购买跑车,但这只是相当于我们把后面的市场都硬生生的提前了,今年趁着俱乐部大火,卖一百辆车、两百辆车都不是什么问题,明年呢？明年还能有多少？后年恐怕就更剩不下多少了。” Chen Ze nods, said: „You said right, but we do not make the sales operation of the high-end product and service, this business will also bring a good income card to us in the future.” 陈泽点点头,说:“你说的没错,不过咱们不是还要做高端产品和服务的销售业务嘛,这块业务将来也会给咱们带来一个不错的收益盘面。” Li Mu said: Long-term that „Old Chen, I must consider now, the club wants to maintain the upward situation, the income naturally the more better, do not forget us to have such huge hardware investment, the maintenance cost of this part is also high, don't you want to raise your Karting Team let alone? This need invested greatly, relative, on a need bigger profit.” 李牧说:“老陈,我现在要考虑的更长远,俱乐部想要保持向上的态势发展,收益自然是越多越好,你别忘了咱们有这么庞大的硬件投入,这部分的维系成本也非常高,更何况你不是还想养一支自己的卡丁车队吗？这就需要更大的投入了,相对的,也就需要更大的利润。” Chen Ze said earnestly: „To be honest, motorcade thing is the thing of fever money, counted on that it makes money is not possible, moreover must lose money certainly, said again this thing is my ideal, cannot make everyone help me pay together, therefore the before matter of motorcade me, considered was very clear, the expenses of motorcade are undertaken by me.” 陈泽认真说道:“说实话,车队这个东西本身就是个烧钱的玩意,指望它赚钱是不可能的,而且铁定要赔钱,再说这东西就是我的一个理想,不能让大家一起帮我埋单,所以车队的事情我之前就已经考虑的很清楚了,车队的开销由我个人承担。” Li Mu beckons with the hand, said: „Do not pull uselessly these, you said initially must do race track, to do the motorcade, is I suggested that makes a club in this foundation, these projects is a matter, do you also want to disassemble them now?” 李牧摆摆手,说:“你就别扯这些没用的了,当初你说要搞赛车场、搞车队,是我建议在这个基础上做一个俱乐部,这几个项目本身就是一件事儿,你现在还想把它们拆开？” Chen Ze said: „Matter of motorcade is a burden......” 陈泽说:“车队的事情本身就是个累赘……” Li Mu breaks him, said: „It is not the project that in all short-terms cannot gain is the burden, our three people are making China Super Car Club together, again first-year university student some that the pattern must put, cannot think the motorcade does not gain, must peel from the plateau of this club the motorcade, but if wants, how to make the funds in our plateau more and more, we must pursue now, sharpens the profitability of club, then can hatch more related projects by the club, the motorcade is only.” 李牧打断他,道:“不是所有短期内不能盈利的项目都是累赘,我们三个人在一起做csc俱乐部,格局要放的再大一些,不能是觉得车队不盈利,就要把车队从这个俱乐部的大盘子里剥出去,而是要想着,怎么让我们这个大盘子里的资金越来越多,我们现在要追求的,是提高俱乐部的盈利能力,然后让俱乐部可以孵化更多的相关项目,车队只是其中一个。” Chen Ze hesitated for a moment, seeing the Li Mu attitude is firm, knows that he is not willing to be taken all risks by himself, wells up the full warm feeling at heart, gave up taking the thought by oneself being invested the motorcade alone, asked Li Mu: „You said that which aspects do we want to catch up?” 陈泽迟疑片刻,见李牧态度坚决,知道他是不愿意让自己承担所有风险,心里涌上十足的暖意,也就放弃了把车队单独拿出来由自己投资的念头,问李牧:“你说吧,咱们都要在哪些方面发力？” Li Mu said: „Besides the sale of high-end product and service, I wants to make some in-depth thing, after all the approaches to cooperation of this retail have no technique content.” 李牧说:“除了高端产品和服务的销售之外,我想做一些更深层的东西,毕竟这种代售的合作方式也没什么技术含量。” Chen Ze and Cai Zhengmao curious asking: „Deeper does a level, which refer to?” 陈泽和蔡正茂好奇的问:“更深层次的,是指哪些？” Li Mu said with a smile: „Is just like you to see the beautiful woman, the most superficial idea sleeps with her, is deep, you can want to be in love with her, even with her marriage and having child and accompanying together lifetime, we must do now, is the plan of such deep level.” 李牧笑道:“就好比你看见美女,最肤浅的想法就是跟她睡一觉,再深一层,你会想跟她谈恋爱,甚至跟她结婚生子、厮守一生,我们现在要做的,就是这样深层次的规划。” Saying, Li Mu was saying to Cai Zhengmao: „Zhengmao, Maserati is a very good opportunity, you find the time to chat with the Maserati connection person well, chat a deeper thing, I do not want only to help them sell the car(riage), I want to make the propaganda promotion of China market to them! Let them preparing to invest the brand message and promotion expenses in China market, branches out at least 50% to give the club!” 说着,李牧对蔡正茂道:“正茂,玛莎拉蒂是个很好的机会,你抽时间跟玛莎拉蒂的接口人好好聊聊,聊更深一层的东西,我不想只帮他们卖车,我想给他们做华夏市场的宣传推广！让他们把准备投入在华夏市场的品牌宣传与推广费用,分出至少50%来给俱乐部！” Cai Zhengmao was shocked, after long time, asked Li Mu: „Chief Li, we are not the advertisement companies, how to make the propaganda promotion to them?” 蔡正茂愣住了,半晌后才问李牧:“李总,我们也不是广告公司,怎么给他们做宣传推广？” Li Mu said: „True high-end brand promotion, is different from the promotion of ordinary brand, particularly the brand of high-end high guest unit price , the promotion is not better to do, the promotion of ordinary brand and low guest unit price is very good to do, can like the brain platinum, be pure again badly, brainwashing -type advertisement bombing, the product guest unit price also on 100-200 Yuan, most audience can afford after all, but race car type frequently over 1 million products may be different, with Maserati, you thought when the time comes Maserati makes the advertisement to be able this brand to do on the television every day, and brings the considerable sales volume directly?” 李牧说:“真正的高端品牌推广,和普通品牌的推广是不一样的,尤其是高端高客单价的品牌,推广更不好做,普通品牌、低客单价的推广很好做,再不济也可以像脑白金那样,就是单纯的、洗脑式的广告轰炸,毕竟产品客单价也就100-200块钱,大部分受众都买得起,但跑车这种动辄百万以上的产品可不一样,就拿玛莎拉蒂来说,你觉得到时候玛莎拉蒂每天在电视上做广告就能把这个品牌做起来、并且直接带来可观的销量吗？” Cai Zhengmao ponders over the moment, said: „This, the propaganda difficulty of high-end brand definitely is actually bigger.” 蔡正茂思忖片刻,说:“这倒是,高端品牌的宣传难度肯定更大。” Li Mu said: „The development process that actually has a look at entire world these high-end brands, can discover that actually many high-end brands because of improper of market introduction and localization, but did itself ‚average person unable to afford, rich man does not want to buy’ the awkward position, Maserati wants in China to develop, many people know that it was next, many people are really willing to spend over a million prices to buy it are basic.” 李牧道:“其实看看全世界这些高端品牌的发展历程,就能发现其实很多高端品牌会因为市场推广和定位的不当,而把自己搞到了‘普通人买不起、有钱人不想买’的尴尬位置,玛莎拉蒂想在华夏发展,有多少国人知道它还是其次,有多少人真的愿意花费上百万的价格买它才是根本。” „Perhaps in this regard, the 4 a advertisement company could not safeguard, but these specifically aimed at the high-end market to make the plan the company are also same, their things were very formally good, but very difficult landing or was very difficult to have the actual result, the reason was very simple: They to high-end consumer no true influence, the high-end consumer will not actually really lead by the nose by them, seems like these fashion magazines, that is only one group of monthly salary 5000 editors, how told the monthly salary below 3000 person daily wage 30,000 people to live, but you think, the true daily wage 30,000 people, will lead by the nose by these editors?” “在这一点上,4a广告公司恐怕都是保障不了的,而那些专门针对高端市场做策划的公司也是一样,他们的东西形式上很好,但很难落地或者很难产生实际效果,原因很简单:他们对高端消费者其实真的没什么真正的影响力,高端消费者不会被他们牵着鼻子走,就好像那些时尚杂志,那只是一群月薪五千的编辑,告诉月薪三千以下的人日薪三万的人怎么生活,但是你想想,真正日薪三万的人,会被这些编辑牵着鼻子走吗？” Cai Zhengmao touches the nose, said with a laugh: „This actually, my girlfriend does not catch cold to the fashion magazine very much, she has said, the edition visions of most fashion magazines are very actually ordinary, can spend the luxury goods, basically not by these editors about.” 蔡正茂摸了摸鼻子,笑着说:“这倒是,我女朋友对时尚杂志很不感冒,她一直说,绝大多数时尚杂志的编辑眼光其实很一般,能消费得起奢侈品的,基本上不会被这些编辑左右。” Li Mu nods: „This is the key of issue, the advertisement company and plan company does not have the means to affect the high-end consumer profoundly, but we are different, you have a look at our registration, knows our attraction and influence on the high-end consumer strong, if comes to make the market introduction by us for them, can guarantee to a great extent they in the future in the actual conversion rate of China market, this point is any advertisement company and plan company is unable to compare.” 李牧点点头:“这就是问题的关键,广告公司、策划公司没办法深刻影响到高端消费者,但我们不一样,你看看我们的报名情况,就知道我们对高端消费者的吸引力和影响力有多强,如果由我们来为他们做市场推广,可以很大程度上确保他们未来在华夏市场的实际转化率,这一点是任何一家广告公司、策划公司都无法比拟的。” „A new brand enters a new market, particularly takes the country as the new market of unit, has a transnational war probably, must prepare the adequate fund, therefore we can want to see, Maserati next step marches China, at least needs to prepare tens of millions above propaganda budget, is used to sit fast the brand, therefore Zhengmao, your duty, is to make Maserati realize this point, and according to me said that puts out at least half in the promoted budget of China them to us.” “一个新品牌进军一个新市场,尤其是以国家为单位的新市场,就好像打一场跨国战争,必须要准备足够的资金,所以我们可以想见,玛莎拉蒂下一步进军华夏,至少要准备数千万以上的宣传预算,用来快速把品牌知名度坐起来,所以正茂,你的任务,就是要让玛莎拉蒂意识到这一点,并且按我说的,把他们在华夏的推广预算拿出至少一半给我们。” Li Mu felt, Maserati is China Super Car will demonstrate the opportunity of muscle to the entire world high-end product supplier in the future, if can take Maserati, then helps Maserati fight brilliant log in games internally, will then have possibility most expensive car brands in the future extremely, must carry out in -depth cooperation with China Super Car Club, this will also become in the future a China Super Car Club profit important component. 李牧觉得,玛莎拉蒂是csc将来向全世界高端产品供应商展示肌肉的一个机会,如果能拿下玛莎拉蒂,然后帮助玛莎拉蒂在国内打一场漂亮的登陆,那么将来极有可能大多数的豪车品牌,都要跟csc俱乐部进行深度合作,这也会成为将来csc俱乐部利润的一个重要组成部分。 Cai Zhengmao said: „Chief Li, I will communicate with Maserati that side connection person as soon as possible, but spoke innermost thoughts, can this brand be stood firm and can accepted by the people internally, I lack self-confidence very much.” 蔡正茂说:“李总,我会尽快跟玛莎拉蒂那边的接口人沟通,不过说句心里话,这个品牌能不能在国内站稳脚跟、能不能被国人接受,我很没底。” Li Mu thinks of a brand suddenly, having a relish asks him: „Zhengmao, you thought that Land Rover this sign, in the future will have the prospect internally?” 李牧忽然想到一个品牌,饶有兴致的问他:“正茂,你觉得路虎这个牌子,将来在国内有前景吗？”
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