RINAPE :: Volume #14

#1323: Advances the world top level

LNMTL needs user funding to survive Read More

The Plants vs Zombies wallpaper of high-definition q version, after YY online opens download(ing), within one day on download(ing) ten million times, but has over 100,000 user messages in the wallpaper download(ing) page, these users come from the world, behind the nickname of everyone, brings a small national flag of log in country's, drills in the commentary page looks, is the national flag icon of the world, the messages of various national languages appear in a page simultaneously, making Li Mu feel all of a sudden, seems glancing over youtu Boss E, the Game popularity can be inferred. 高清q版的植物大战僵尸壁纸,在yy网上开放下载之后,一天之内就下载了过千万次,只是在壁纸下载页就有超过十万用户留言,这些用户来自全球各地,每一个人的昵称后面,都带着一个登陆国的小国旗,在评论页面打眼一看,全是世界各地的国旗图标,各种国家语言的留言同时出现在一个页面内,让李牧一下子感觉,仿佛是在浏览youtube,游戏的受欢迎程度可见一斑。 Now, «Plants vs Zombies Online» just now gets online for two days, its online population was highest had broken through 50 million, when three days, Game the sales running water of one-day item(s) and skin, achieved 3500 million RMB, earning ability, making the entire industry subdue. 现在,《植物大战僵尸online》才刚上线两天,它的在线人数最高已经突破了五千万,在第三天的时候,游戏的单日道具、皮肤的销售流水,就达到了三千五百万人民币,营收能力之强,让整个行业为之折服。 Li Mu is a seasoned person, the development path of very clear payment skin in Game, as the increasing number of people use the payment skin, other user although normal Game have not received any disturbance, the potential impact that because causes aesthetically has actually been fermenting unceasingly, until one day, the average consumer cannot bear the irrevocable primitive skin again, starts to step into the payment the path to be gone forever. 李牧是过来人,很清楚付费皮肤在游戏中的发展轨迹,随着越来越多的人使用付费皮肤,其他用户虽然正常游戏没有受到任何干扰,但因为审美所导致的潜在影响却一直在不断发酵,直到有一天,普通用户再也受不了一成不变的原始皮肤,开始踏入付费的道路一去不返。 Li Mu has also been able to foresee, after the same skin as well as YY Show of YY design, popular, at the appointed time perhaps YY Show of list payment can create not the poor income for the company. 李牧也已经可以预见,当yy的同款皮肤以及yy秀设计出来之后,会有多受欢迎,到时恐怕单付费的yy秀就能够为公司创造不菲的收入。 It is said that in the market all Game Company are studying «Plants vs Zombies Online», is using the quickest speed to promote the imitation route, these even include famous Blizzard, even they want to imitate «Plants vs Zombies Online», makes tower against class Game. 据说,市面上所有的游戏公司都在研究《植物大战僵尸online》,也都在用最快的速度推动仿制的路线,这其中甚至包括大名鼎鼎的暴雪,连他们都想模仿《植物大战僵尸online》,做一款塔防类的游戏。 Even but if, Game Company of the world tries to imitate «Plants vs Zombies Online», Li Mu will not be worried completely, because he is very clear, " Plants vs Zombies Online » only not replicable success condition, is YY. 可是,即便全世界的游戏公司都试图来模仿《植物大战僵尸online》,李牧也完全不会担心,因为他心里很清楚,《植物大战僵尸online》唯一不可复制的成功条件,就是yy。 Without YY, even Blizzard not possible to promote similar tower against Game ; 没有yy,就算是暴雪也不可能把一款类似的塔防游戏推广出去; Without YY, even Microsoft is impossible to make the Internet users in the world be infatuated with this Game crazily ; 没有yy,就算是微软也不可能让全球的网民都疯狂迷恋这款游戏; Without YY, even if Jobs as well as Nokia load into same Game their cell phones, is impossible to trigger player's good friend interaction on YY. 没有yy,就算是乔布斯以及诺基亚把同样的游戏装进他们的手机里,也不可能引发玩家在yy上的好友互动。 Anybody, as well as any company, wants to make similar Game fully reach " Plants vs Zombies Online » altitude, requirement that must meet, is he must have one with the YY highly consistent social product, otherwise is hopeless completely. 任何人,以及任何公司,想让一款类似的游戏完全达到《植物大战僵尸online》的高度,必须要具备的条件,就是他也必须拥有一款和yy高度一致的社交产品,否则完全没戏。 KFC and McDonald's received offer of Muye Science and Technology about Game cartoon image cooperation, the cooperation plan that Muye Science and Technology gives is: Puts out certain amount by McDonald's or KFC the copyright working cost, packing right of use of Muye Science and Technology cartoon image in Game is authorized to them, enabling them to be able the cartoon image print on their product packaging, if they want to attain the use authorization of derivative, this single Jiaqian, for example: Using doll and puppet of Game cartoon image manufacture ; 肯德基和麦当劳都接到了牧野科技关于游戏卡通形象合作的offer,牧野科技给出的合作方案是:由麦当劳或者肯德基拿出一定金额的版权使用费,牧野科技将游戏中卡通形象的包装使用权授权给他们,让他们可以把卡通形象印制在他们的产品包装上,如果他们希望拿到衍生产品的使用授权,这个得单加钱,比如:利用游戏卡通形象制作的公仔与玩偶; If internally, most companies use oneself cartoon image to make various products, would hardly pay the 10 cents the copyright expense, however is not good in US (America), if any enterprise dares not to pass through the authorization to use own copyright, oneself can the acquired victory of no suspense on the US (America) court, and demanded the large amount of compensation ; 如果在国内,大部分公司使用自己的卡通形象生产各种产品,几乎不会支付一毛钱的版权费用,但是在美国不行,任何企业如果敢不经授权使用自己的版权,自己都能在美国的法庭上毫无悬念的获得胜利,并且索要巨额赔偿; KFC and McDonald's multinational corporation, had had similar cooperation before with many well-known copyright owners like this, McDonald's and Disney as well as Pixar this copyright owner cooperation is close, will frequently promote or Pixar cartoon image the derivation small present centered on Disney, then the meal in recombination shop engages in the promotion ; 肯德基和麦当劳这样的跨国企业,在之前就曾经与多家知名的版权方有过类似的合作,麦当劳和迪斯尼以及皮克斯这种版权方合作非常密切,经常会推出以迪士尼或者皮克斯卡通形象为核心的衍生小礼品,然后再结合自己店内的套餐做促销活动; KFC besides with some US (America) business close, the copyright owners with Japan also has very thorough cooperation, unusual fiery/popular that for example this year, KFC promotes „duo a dream” meal, sells internally, the meal the name and image of A dream makes the packing besides use duo, but also throws in duo that may control remotely a dream toy, this model of toy is deep liking of little friend. 肯德基则除了和美国一些企业合作密切之外,和日本的版权方也有非常深入的合作,比如今年,肯德基推出的一款“哆啦a梦”套餐,在国内就卖的非常火爆,套餐除了使用哆啦a梦的名称和形象做包装之外,还附赠一个可遥控的哆啦a梦玩具,这款玩具深得小朋友的喜欢。 However, these two enterprises the copyright owner with China native place have not had the similar cooperation experience, so far, China all cartoon vivid copyrights, lack the influence in the international market seriously, the bottle gourd kid, is the black cat sheriff and shooking beta such well-known cartoon image, was not approved in the international market, Sun Wukong is also same. 不过,这两家企业都没有和华夏本土的版权方有过相似的合作经验,目前为止,华夏所有的卡通形象版权,在国际市场上都严重缺乏影响力,无论是葫芦娃,还是黑猫警长、舒克贝塔这样的国内知名卡通形象,在国际市场上都不受认可,就连孙悟空也是一样。 Can say very much responsiblily, accumulates China domestic-made cartoon dozens years of all development achievements, the influence in the world, cannot compare the influence that «Plants vs Zombies Online» this three days internationally saves, even is bad far! 可以很负责任的说,把华夏国产卡通几十年所有的发展成果累积起来,在全世界的影响力,都比不上《植物大战僵尸online》这三天来在国际上积攒的影响力,甚至是差的远！ «Plants vs Zombies Online» the fiery/popular world, this also makes the Game cartoon image be familiar by global more than half people in a short time, therefore in Game the back of each cartoon image, contains the tremendous room for profits. 《植物大战僵尸online》短时间内火爆全球,这也让游戏的卡通形象被全球过半的民众所熟悉,所以游戏中每一款卡通形象的背后,都蕴藏着巨大的利润空间。 Therefore, when Muye Science and Technology found two companies, these two companies show very strong interest. 所以,当牧野科技找到两家公司的时候,这两家公司都表现出了非常浓厚的兴趣。 Li Mu can act bashful the pain spots of these enterprises, he made Business development (BD) find these two companies, to propose the cooperation intention, actually did not make the actual offer, simultaneously released the news, making these two companies know oneself are discussing on the same matter with two enterprises simultaneously, made the sense of urgency to two enterprises. 李牧非常能够拿捏这些企业的痛点,他让bd找到这两家公司、提出合作意向,却不做实际报价,同时又释放消息,让这两家公司知道自己同时在跟两家企业就同一件事情洽谈,给两家企业制造紧迫感。 Before " Plants vs Zombies Online » fire, in international cartoon copyright market competes has numerous number, even if two enterprises looked for the partnership opportunity in this market, the opposite party can still find other similar competed, for example KFC cooperated duo a dream, McDonald's cooperated the toy general mobilization, everyone was well-matched, no one will be flung by the opposite party after the brain ; If KFC took hellokitty, McDonald's can also take the sponge baby. 在《植物大战僵尸online》火起来之前,国际卡通版权市场上的竞品多不胜数,两家企业就算有一家在这个市场中寻找到了合作机会,对方也都能够找到其他同类的竞品,比如肯德基合作了哆啦a梦,麦当劳合作了玩具总动员,大家旗鼓相当,谁也不会被对方甩在脑后;如果肯德基拿了hellokitty,麦当劳也可以去拿海绵宝宝。 But, the present Game market is not the cartoon animation market, in the present stage, the Game domain can achieve cartoon, can the fire spread the world, only then «Plants vs Zombies Online», if were seized this opportunity by the opponent, oneself want instead ultra, is a very difficult matter. 可是,眼下的游戏市场可不是卡通动画市场,在现阶段,游戏领域能做到卡通化,又能火遍全球的,只有《植物大战僵尸online》,如果被对手抓住了这一机会,自己想反超,可是一件非常困难的事情。 Even if takes the global cartoon animation market competes with «Plants vs Zombies Online» is still not necessarily able to take the easy way, because the global cartoon market besides big group of familiar well-known cartoon characters, these 1-2 years, may have no new cartoon image to be able at present recently to achieve world-renowned. 即便把全球卡通动画市场都拿进来与《植物大战僵尸online》竞争也未必能讨巧,因为全球卡通市场目前除了一大堆耳熟能详的知名卡通人物之外,最近这1-2,可没有什么新的卡通形象能够做到全球知名了。 Therefore this also involved an issue of heat degree. 于是这就还牵扯到了一个热度的问题。 duo A dream cartoon image is truly fierce, the global at least 1/3 people know it, but duo A dream although well-known, but it and heat degree have nothing to relate, probably entire China people know six young holy children, in 2015 and 16 years, his although as before well-known, does not have the heat degree, the appearance money possibly 100,000, but at that time right red small fresh meat, even if just made a debut for 1-2 years, but because the heat degree is high, the appearance money reaches as high as several million, this is the importance of heat degree. 哆啦a梦这种卡通形象确实很厉害,全球至少三分之一的人知道它,可哆啦a梦虽然知名,可它和热度已经没有什么关系了,就好像全华夏的人都知道六小灵童,在2015、16年,他虽然依旧知名,却已经没有了热度,出场费可能连十万都不到,但是那时候正当红的小鲜肉,即便刚出道1-2,但由于热度高,出场费高达几百万,这就是热度的重要性。 Nowadays, since the entire world hundred years cartoon images have taken, one is one, has no image or the series can place on a par with Plants vs Zombies, therefore, to McDonald's and KFC such enterprise, Muye Science and Technology does not take this image to come out with the fast-food industry collaboration also even, once with, oneself must do everything possible to take. 现如今,全世界百年以来的卡通形象都拿出来,有一个算一个,也没有任何一个形象或者系列能够与植物大战僵尸相提并论,所以,对麦当劳、肯德基这样的企业来说,牧野科技不拿这个形象出来跟快餐行业合作也就算了,一旦拿出来,自己就必须想尽办法拿到手。 Coca-Cola with Pepsi is also same. 可口可乐和百事可乐也是一样。 These two dozens years of sworn enemies, basically are „mirror brothers”, is you have had/left anything, I have anything, you have the Cola I to have the Cola, you have Sprit I to have seven happily, you have Finda I to have the beautiful year to reach, not only on oneself product hits to suffer extreme distress, but also frequently the flames of war proliferation of this diamond cut diamond to other domains, you with the McDonald's exclusive collaboration, I with the KFC exclusive collaboration, the strategic partnership also similarly is the sworn enemy...... 这两家几十年的死对头,基本上就是“镜像兄弟”,一直是你出什么,我就出什么,你出可乐我出可乐,你出雪碧我出七喜,你出芬达我出美年达,不只是自身产品上打个死去活来,还经常把这种针尖对麦芒的战火扩散到其他领域,你跟麦当劳独家合作,那我就跟肯德基独家合作,战略合作伙伴也同样是死对头…… In this case, «Plants vs Zombies Online» must discuss the cooperation with both sides suddenly, pulled up the flames of war all of a sudden, moreover this time, if competes with a side of failure, may not have other similar to compete is available. 在这种情况下,《植物大战僵尸online》忽然要跟双边谈合作,一下子就把战火撩了起来,而且这次如果竞争失败的一方,可没有其他同类竞品可供选择。 Muye Science and Technology Business development (BD), under Li Mu's incites, gave KFC and McDonald's ; Pepsi and Coca-Cola these two groups of competitor two cooperation plans are for its choice: 牧野科技的bd,在李牧的授意下,给了肯德基、麦当劳;百事可乐、可口可乐这两组竞争对手两个合作方案供其选择: The first type, the cartoon image is authorized yearly, is given by various companies is authorized the offer of expense every year, price high results in ; 第一种,卡通形象按年授权,由各公司给出每年授权费用的报价,价高者得; The second type, the consumer pledged to demonstrate the quantity, for example, Pepsi can pledge that " Plants vs Zombies Online » image within one year can demonstrate 100 million times on their various products, Coca-Cola can pledge to demonstrate 200 million times, but whose demonstration pledged high, who can be under the exclusive authorization, in this foundation, Muye Science and Technology only the symbol levied ten ten thousand USD copyright working costs every year ; 第二种,使用方承诺展示量,比如,百事可乐可以承诺《植物大战僵尸online》的形象一年之内可以在它们的各种产品上展示一亿次,可口可乐可以承诺展示两亿次,但谁的展示次数承诺最高,谁就可以得到独家授权,在这个基础上,牧野科技每年只象征性征收十万美元版权使用费; However Muye Science and Technology to demonstrating the quantity has the well-defined limits: Every time sold one to use the authorized vivid commodity, calculated demonstration time, if demonstrated actually the quantity has not achieved to pledge to demonstrate the quantity, to 0.2 USD pay to compensate to Muye Science and Technology each time. 不过牧野科技对展示量有明确的界定:每销售一件使用了授权形象的商品,计算一次展示量,如果实际展示量未达到承诺展示量的话,以每次0.2美元向牧野科技支付赔偿。 In other words, if these enterprises want to attain " Plants vs Zombies Online » image authorization, either many to money, either makes " Plants vs Zombies Online » image related product. 也就是说,如果这些企业想拿到《植物大战僵尸online》的形象授权,要么多给钱,要么多生产《植物大战僵尸online》形象相关的产品。 Li Mu oneself favor the latter, he cares is not ten ten thousand USD, or five million USD every year licensing fees, he wants, has the enterprise of strong channel ability through these in offline, fast advances the offline domain of the world " Plants vs Zombies Online » image, fills «Plants vs Zombies Online» in the offline blank, enhances " Plants vs Zombies Online » influence globally, the popularity, the influence and the gold content cartoon image in Game, advances the world top level, this is Li Mu most wants. 李牧本人更倾向于后者,他在乎的不是十万美元,或者五百万美元每年的授权费,他想要的,是通过这些在线下有着超强渠道能力的企业,快速把《植物大战僵尸online》的形象推到全世界的线下领域,填补《植物大战僵尸online》在线下的空白,提升《植物大战僵尸online》在全球范围的影响力,把游戏里的卡通形象在知名度、影响力以及含金量上,都推到世界顶尖的水准,这才是李牧最最想要的。 Online is the Li Mu absolute advantage, if the internet world is the sea, then Muye Science and Technology is in the sea the biggest that whale, but the whale is strong, very difficult to become the overlord on the land, to Muye Science and Technology, offline present society, quite therefore that piece „land”. 线上是李牧绝对的优势,如果互联网世界是海洋,那么牧野科技是海洋里最大的那头鲸鱼,但是鲸鱼再强,也很难在陆地上成为霸主,对牧野科技来说,线下的现实社会,就相当于是那片“陆地”。 Stated differently, KFC, McDonald's, Coca-Cola as well as Pepsi these enterprises, all are the giants in offline industry, this is Li Mu is short. 不同的是,肯德基、麦当劳、可口可乐以及百事可乐这些企业,全都是线下产业里的巨头,这是李牧所欠缺的。 If Coca-Cola and Pepsi want to attain " Plants vs Zombies Online » exclusive authorization with least money, must offer as far as possible the high commitment in demonstration, if Coca-Cola sells 50 billion bottles of Coca-Cola every year, Li Mu wishes one could them to give every year demonstration 50 billion times to pledge directly, in that case, the Plants vs Zombies image, can spread world each corner truly! 如果可口可乐、百事可乐想用最少的钱拿到《植物大战僵尸online》的独家授权,就必须在展示次数上给出尽可能高的承诺,如果可口可乐每年卖五百亿瓶可口可乐,李牧恨不得他们能直接给出五百亿次每年的展示次数承诺,那样的话,植物大战僵尸的形象,就能够真正遍及世界每个角落了！
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