RINAPE :: Volume #14

#1331: Power-and-power union

LNMTL needs user funding to survive Read More

In the Li Mu eye, Old Xu is China understands one of the Game people few truly. 在李牧眼里,老徐是华夏极少数真正懂游戏的人之一。 The leader of the world Game industry is US (America) and Japan, the South Korean although overall strength must miss many compared with these two countries, but the quality standard of jobholders is not low, frequently some 20-30 people of South Korea small-scale Game Company, can actually develop to explode funds Game, compares these three countries, the China Game industry although scale is very big, but difference of the level of aggregation, will often make one be incapable of complaining. 全世界游戏行业的领导者是美国和日本,韩国虽然整体实力比这两个国家要差很多,但从业人员的素质标准却不低,经常有一些不过20-30人的韩国小型游戏公司,却能够开发出一些爆款游戏,相比这三个国家来说,华夏游戏行业虽然规模很大,但综合水平之差,时常会令人无力吐槽。 The domestic-made Game industry of China, like the domestic-made animation, the output was huge, the high-quality goods are extremely few, the true awesome jobholders are also few. 华夏的国产游戏行业,像极了国产动画,产量巨大,精品极少,真正牛逼的从业人员也屈指可数。 If makes Li Mu discover three true awesome people from the China Game industry, then Old Xu is certainly. 如果让李牧从华夏游戏行业里找出三个真正牛逼的人,那么老徐一定位列其中。 This why Li Mu will also dig Muye Science and Technology Old Xu, and makes him lead the western roaming class Online Games project. 这也是为什么李牧会把老徐挖到牧野科技,并且让他主导西游类网游的开发项目。 But Old Xu in conference to " Plants vs Zombies Online » suggestion, makes Li Mu feel that at present one bright, probably opened an unprecedented new world. 而老徐在会议上对《植物大战僵尸online》的建议,也让李牧感觉眼前一亮,好像打开了一个前所未有的新天地。 previous life, «Plants vs Zombies» fiery/popular truly is the phenomenon level, but the endurance truly cannot continue is too long, Game although is very fun, but the digging depth is insufficient, this caused the user to be very easy to play thoroughly this Game, then lost the interest, but this Game afterward several edition corrections promoted change in form but not in content, without giving the user brought the shocking feeling, therefore gradually also quiet. 上辈子,《植物大战僵尸》的火爆确实是现象级的,但是持续性也确实没能延续太久,游戏本身虽然很好玩,但是可挖掘深度不足,这就导致了用户很容易就玩透这款游戏,然后失去兴趣,而这款游戏后来的几次改版升级都是换汤不换药,没有给用户带来惊艳的感觉,所以逐渐也就沉寂了下去。 With " Plants vs Zombies » similar destiny, «Angry Bird», this fire spreads small Game of smartphone platform, captured at least several hundreds of millions players in the world, moreover its derivation operation is also successful, even the big movie of the same name harvested three hundred million USD global box offices, but this Game cannot the fire be too long, sole of method, makes this Game in a short time go into hiding. 与《植物大战僵尸》同样命运的,还有《愤怒的小鸟》,这款火遍智能手机平台的小游戏,在全球斩获了至少数亿玩家,而且其衍生运营也非常成功,甚至连同名大电影都收获了三亿美元的全球票房,但是这款游戏也没能火太久,玩法的单一,还是让这款游戏在很短的时间内就销声匿迹。 Because of this, Li Mu approves the viewpoint of Old Xu especially, if «Plants vs Zombies Online» wants to have the long-time life span and influence, must conduct the depth promotion in the existing method. 正因为如此,李牧才格外认同老徐的观点,《植物大战僵尸online》如果想有更长久的寿命以及影响力,就必须要在现有的玩法上进行深度升级。 The proposal that Old Xu put forward, has traced the turret defense class Game pulse, this type Game had two key points, one was „turret”, one was „map”, various plants in Plants vs Zombies were „turret”, the variety were many, function were many, the combination space was big, but „map” seemed sole, if can develop many recent maps, can promote the pleasure of player inevitably to a great extent. 老徐所提出的建议,已经摸到了炮塔防御类游戏的脉门,这类型的游戏有两个关键点,一个是“炮塔”,一个是“地图”,植物大战僵尸里的各种植物都是“炮塔”,品种多、功能多、组合空间大,但是“地图”就显得过于单一,如果能够开发出更多的新地图,必然能够很大程度上提升玩家的乐趣。 Before Li Mu, plays Red Alert time, biggest does not satisfy basically about the map, first is the official basically little supplements the recent map extremely, but the player self-made map overall level is bad, the ordinary player after skillfully, naturally lost to this Game interest that all maps play, perhaps in the near future, «Plants vs Zombies Online» player, will feel tasteless about this Game sole map. 李牧以前玩红警的时候,最大的不满意基本上都是关于地图的,首先是官方基本上极少补充新地图,而玩家自制的地图整体水平较差,普通玩家在将所有地图都玩的滚瓜烂熟之后,自然就丧失了对这款游戏的兴趣,恐怕在不久的将来,《植物大战僵尸online》的玩家,也会对这款游戏单一的地图感到乏味。 Therefore, Li Mu decides at the scene: „Immediately starts to the development work of «Plants vs Zombies Online» 2.0 editions, is the chief architect by Old Xu, all renewals must by the Old Xu nod confirmation.” 于是,李牧当场拍板:“立刻开始着手对《植物大战僵尸online》2.0版本的开发工作,由老徐来做总架构师,所有的更新必须由老徐点头确认。” Then, Li Mu exhorts Old Xu saying: „Old Xu, «Plants vs Zombies Online» the strategic significance to the company is significant, you are the expert in Game aspect, therefore in the development work of next iterative edition, you must shoulder a bigger responsibility to come.” 说罢,李牧嘱咐老徐道:“老徐,《植物大战僵尸online》对公司来说战略意义非常重大,你是游戏方面的专家,所以在下一个迭代版本的开发工作中,你一定得承担起更大的责任来。” Old Xu nods immediately: „Chief Li felt relieved, I certainly whole-heartedly.” 老徐立刻点点头:“李总放心,我一定全力以赴。” Li Mu shows a faint smile: „Had your four characters enough.” 李牧微微一笑:“有你这四个字就够了。” Determined after the matter that Game promotes, Business Director Ding Jian says: „Chief Li, me we derived the cooperation the matter, KFC and McDonald's, Coca-Cola and Pepsi these four companies we ditch had passed, informed the overall pattern of cooperation, these four enterprises were interested, my below came to introduce a cooperation intention of next four enterprise specifically.” 确定了游戏升级的事情之后,商务总监丁健开口说道:“李总,我来说一下我们衍生合作的事情,肯德基和麦当劳、可口可乐和百事可乐这四家公司我们都已经沟通过了,告知了合作的整体模式,这四家企业都非常感兴趣,我下面来具体介绍一下四家企业的合作意向。” „KFC gives our reply to be interested, and anticipated very much with our cooperation, hopes that we can inform an explicit copyright working cost, they after receiving the offer will conduct the research to discuss, will start visits and discussions the natural negotiations with us again.” “肯德基给我们的回复是非常感兴趣,并且很期待与我们的合作,希望我们能够告知一个明确的版权使用费,他们会在收到报价之后进行研究讨论,再与我们进行接触性谈判。” „Compares KFC, McDonald's is distracted, they after knowing our cooperation intentions, contacts us in the mail form, and gives cooperation plan that they expected, the specific plan is: Hopes we can take to work with them all Game images, is assigned the factory by them based on all Game image production derivatives, then they in McDonald's World Shop simultaneous ejection ‚Plants vs Zombies’ subject meal, the packing, propaganda and the related material subject meal can use our brand images, simultaneously will bestow to be based on our brand images the derivative that makes, in addition, they will also open the purchase of derivative in the shop, is the purchase random meal adds certain amount cash to be able the purchasing by barter derivative cooperation plan, for this reason, they are willing to the copyright working cost of our payment brand image . Sells obtained 30% are divided.” “相比肯德基,麦当劳就更加走心一些,他们在得知我们的合作意向之后,以邮件的形式跟我们联系,并且给出了一个他们期望的合作方案,具体方案是:希望我们能够把所有的游戏形象都拿出来跟他们合作,由他们来指定厂家基于所有的游戏形象生产衍生品,然后他们将在麦当劳全球门店同步推出‘植物大战僵尸’主题套餐,主题套餐的包装、宣传以及相关物料会使用我们的品牌形象,同时会赠送以我们的品牌形象为基础生产出的衍生品,除此之外,他们还会在店内开放衍生品的购买,也就是购买任意套餐加一定金额现金就可以换购衍生品的合作方案,为此,他们愿意向我们支付品牌形象的版权使用费,以及销售所得的30%分成。” Li Mu hears here, said with a smile slightly: „It seems like McDonald's is truly distracted compared with KFC.” 李牧听到这儿,微微笑道:“看来麦当劳确实比肯德基更走心一些。” „Right.” The Ding Jian nod said: „McDonald's and cooperation of well-known cartoon image has many experienced, therefore operates handily, compares, experience of KFC in this aspect must be slightly weaker, the thorough degree of thought slightly is also more inferior.” “对。”丁健点头说道:“麦当劳和知名卡通形象的合作已经有很多经验了,所以操作起来得心应手,相比起来,肯德基在这方面的经验要稍微弱一些,思维的深入程度也略微逊色一些。” Li Mu nods, said: „This, we cooperate with McDonald's, the copyright royalty I can reduce to symbolic 1 USD, but McDonald's must accept my cooperation condition.” 李牧点点头,道:“这样吧,我们跟麦当劳合作,版权费我可以降低到象征性的一美元,但是麦当劳必须答应我一个合作条件。” Ding Jian busy say/way: „Please say, I, meet the connection people of heel McDonald's to relate.” 丁健忙道:“您请说,我记一下,会后跟麦当劳的接口人联系。” Li Mu said: „First, McDonald's World Restaurant must in a month of contract signing, the advertisement demonstration poster in shop outside as well as shop must replace to contain the advertisement material of «Plants vs Zombies Online» element, each shop at least needs to guarantee three, and each size is not lower than 0.4 square meter demonstration poster, being hanging the cycle is one year ;” 李牧道:“首先,麦当劳全球餐厅必须在合约签订的一个月内,将店外以及店内的广告展示海报须更换为包含《植物大战僵尸online》元素的广告物料,每家门店至少要保证有三张,且每张大小不低于0.4平方米的展示海报,悬挂周期为一年;” „Next, the contract signs for one month, the meal coil paper, the Hamburger box and the fries packing Global McDonald's Restaurant, give extra the paper bag and plastic bag packing, must replace to be printed with the brand-new packing of «Plants vs Zombies Online» element, the use cycle also similarly is one year, if McDonald's can comply with these two points, " Plants vs Zombies Online » copyright expense, one year only gathers McDonald's 1 USD, in the meantime, we are willing to give up all derivatives being divided.” “其次,合约签订一个月内,全球麦当劳餐厅的餐盘纸、汉堡盒以及薯条包装、外带纸袋与塑料袋包装,必须更换为印有《植物大战僵尸online》元素的全新包装,使用周期也同样为一年,如果麦当劳能答应这两点,《植物大战僵尸online》的版权费用,一年仅收取麦当劳一美元,同时,我方愿意放弃所有衍生品分成。” Ding Jian surprised saying: „The room for profits that Chief Li, the derivative is divided into is very big, if we give up some incomes, finally that entire Game copyright working cost, we can attain also only then this USD......” 丁健惊讶的说道:“李总,衍生品分成的利润空间是很大的,如果我们放弃这部分收益的话,那整个游戏的版权使用费,最终我们能拿到的也只有这一美元了……” „Is unimportant.” Li Mu said with a smile indifferently: „We must have the clear localization, something are done to make money, some for other goals, go with " Plants vs Zombies Online » copyright with the offline business, I want does not make money, but increases the offline sensitometry and expanded influence, let alone does not make money, even if must spend, we should spend must spend, now we give up some benefits, received exchange for McDonald's bringing massively a more lasting exposure for us, this is worth to us.” “不要紧啊。”李牧淡然笑道:“我们自己一定要有清楚的定位,有些事情做是为了赚钱,有些则是为了其他的目的,用《植物大战僵尸online》的版权去跟线下企业合作,我想要的不是赚钱,而是增加线下曝光度、扩大影响力,别说是不赚钱,就算是要花钱,我们该花的也还是要花,现在我们放弃这部分利益,换取麦当劳为我们带来更大量更持久的曝光,这对我们来说是非常值得的。” Ding Jian nods: „I knew Chief Li, after the meeting I will convey your condition to the opposite party.” 丁健点点头:“我知道了李总,会后我会将您的条件转达给对方。” „Un.” Li Mu said: „Continued Coca-Cola and Pepsi.” “嗯。”李牧道:“继续说说可口可乐和百事可乐。” „Good Chief Li.” Ding Jian busy say/way: „Pepsi is interested in our cooperation comparisons, but they rejected you ‚pledged to expose number of times’ the partnership model, they hope that grasped the initiative in own, therefore their ideas were, conducted the offer by us, everyone held talks on the price, after reaching the agreement, Pepsi pays for our copyright working cost, we had no right to interfere with the Pepsi follow-up concrete plan and plan.” “好的李总。”丁健忙道:“百事可乐这边对我们的合作比较感兴趣,但他们拒绝了您‘承诺曝光次数’的合作模式,他们更希望把主动权握在自己手里,所以他们的想法是,由我们进行报价,大家就价格进行磋商,达成共识之后,百事可乐支付我们版权使用费,我们无权干涉百事可乐后续的具体规划和方案。” Li Mu knits the brows, says with a smile: „No wonder with KFC is the extended enterprise, but also really complied with those words, is not the whole family does not enter a home.” 李牧皱了皱眉,笑道:“怪不得跟肯德基是联盟企业,还真应了那句话,不是一家人不进一家门。” Then, Li Mu also asked: „Coca-Cola?” 说罢,李牧又问:“可口可乐呢？” Ding Jian said: „Coca-Cola has had in -depth cooperation with us . Moreover the effect of cooperating was good, tasted the benefit of offline cartel online business promotion, therefore they were interested in this «Plants vs Zombies Online» cooperation, they to pledged exposed number of times that you proposed „” the partnership model was also interested, they give our feedback at present are, if both sides achieved the cooperation, they pledged that in a year of cooperation cycle, " Plants vs Zombies Online » image will cover to they 60% product packaging, in other words, at the Coca-Cola several hundred hundred million bottles of year of sales volumes, once and we achieved the cooperation, they. In one year, our «Plants vs Zombies Online» cartoon image, prints to the outside wrappings of several hundred hundred million bottles of Coca-Cola as well as on brand affiliated other drink. ” 丁健道:“可口可乐跟我们有过深度合作,而且合作的效果非常好,尝到了线下企业联合线上企业合作推广的甜头,所以他们对这次《植物大战僵尸online》的合作还是非常感兴趣的,他们对您提出的“承诺曝光次数”的合作模式也非常感兴趣,他们目前给我们的反馈是,如果双方达成合作的话,他们承诺在一年的合作周期内,将《植物大战僵尸online》的形象覆盖到他们60%的产品包装中,也就是说,以可口可乐数百亿瓶的年销量来看,一旦和我们达成合作,他们将在一年内,将我们《植物大战僵尸online》的卡通形象,印制到数百亿瓶可口可乐以及品牌旗下其他饮料的外包装上。” Li Mu hears here, without hesitation pounds on the table, said: „Decided, cooperates with Coca-Cola, so long as they pledged that prints our cartoon images on over 60% product outside wrappings, we only gather similarly for a year a USD copyright working cost!” 李牧听到这里,毫不犹豫的一拍桌子,说道:“定了,就跟可口可乐合作,只要他们承诺在60%以上的产品外包装上印制我们的卡通形象,那我们同样只收取一年一美元的版权使用费！” In the present era, the popular degree of Coca-Cola be much higher than the internet popular degree, global at least more than 50% people know that Coca-Cola has also spent Coca-Cola, but global Internet users 10% of quantity total population. 在当今时代,可口可乐的普及程度要比互联网的普及程度高得多,全球至少一半以上的人知道可口可乐并且消费过可口可乐,但全球网民的数量连总人口的10%都不到。 Coca-Cola pays great attention to the brand marketing, therefore the promoted budget in global market is much higher every year, is this, they more need to cooperate with some powerful non- competitive brands, conducts resources exchange as well as complementing of strong points. 可口可乐本身就非常注重品牌营销,所以每年在全球市场上的推广预算都高得惊人,越是这样,他们就越需要和一些强大的非竞争性品牌进行合作,来进行资源互换以及优势互补。 Disappears like this quickly product Qiye to Coca-Cola, the competitor in reality is very brutal, Pepsi invests the large amount of marketing fund every year, please a series of big stars and star players stand erect oneself brand image, everyone's competition from the brand message, the packing design and offline shop goods and cabinet demonstrated that wait/etc many links have turned the superheating. 对可口可乐这样的快消品企业来说,现实中的竞争对手是非常残酷的,百事可乐每年投入巨额的营销资金,请一系列的大牌明星以及球星来竖立自己的品牌形象,大家的竞争从品牌宣传、包装设计、线下铺货、货柜展示等等多个环节都已经进入到了白热化。 In this case, Coca-Cola had long realized oneself need, but the opponent cannot have is in sole possession of the element, is in sole possession of the element to improve the recognition of consumer through this, even enhances the purchase wish of consumer. 在这种情况下,可口可乐早就意识到自己需要一个自己有,但对手不能有的独有元素,通过这个独有元素来提高消费者的辨识度,甚至是提高消费者的购买意愿。 Happen to this during, Muye Science and Technology walked , the Plants vs Zombies image explodes the fire in the internet domain at present, to Coca-Cola, if can attain the Plants vs Zombies cartoon image, for own product packaging and propaganda, can realize the obvious differentiation with competitor, to the offline sale inevitably is a huge promotion! 正好在这个当口,牧野科技找上门来了,植物大战僵尸的形象眼下在互联网领域爆火,对可口可乐来说,如果能够拿到植物大战僵尸的卡通形象,用于自己的产品包装以及宣传,就能够实现与竞争对手的明显区分,对线下销售必然是一个巨大的促进！
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