RINAPE :: Volume #14

#1332: The cultural output wants the strategic maneuvering

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Almost is close to the free price by one USD this type infinitely, in the market most fiery/popular Game cartoon image is authorized to go out at present, can understand the person who Li Mu this approach is really very few. 以一美元这种几乎无限接近免费的价格,将眼下市面上最火爆的游戏卡通形象授权出去,能理解李牧这种做法的人实在少之又少。 Professional negotiator who if lets an understanding market, this Game cartoon image, if is only authorized an enterprise in the sole domain, then at its current fiery/popular degree, at least can harvest over a million dollars, disappears quickly this huge industry like the fast-food industry and drink, 5 million dollars relaxedness, 10 million dollars not necessarily are impossible. 如果让一个了解市场的谈判专家来看,这个游戏的卡通形象,如果在单一领域仅授权一家企业的话,那么就以它目前的火爆程度,至少能够收获上百万美金,像快餐行业和饮料快消品这种规模巨大的行业,五百万美金轻轻松松,一千万美金也未必就不可能。 Why Li Mu must discard two Ten Million USD net profits, even the Muye Science and Technology person still not necessarily really can understand, they can understand probably Li Mu was the sacrifice benefit, received exchange for this Game and great development of Game image, but cannot get to the Li Mu's root goal. 李牧为什么要舍弃两千万美元的净利润,即便是牧野科技的人也未必真的能够理解,他们能只是大概理解李牧是牺牲利益、换取这款游戏以及游戏形象的更大发展,但都没能get到李牧的根源目的。 Visits that moment of international market from the Muye Science and Technology decision, pursue of Li Mu in international market only has two points: Big profit and strong output. 从牧野科技决定踏足国际市场的那一刻,李牧在国际市场上的追求只有两点:大利润与强输出。 When Li Mu in the conference , outputs the big profit these two viewpoints raise, everyone steadily is staring at him, does not dare to miss each character that he said that because this possibly concerned Muye Science and Technology, even Taobao Science and Technology over the next several years, even more than ten years of development cores. 当李牧在会议上,将大利润、强输出这两个观点提出来的时候,所有人都目不转睛的盯着他,不敢错过他说出的每一个字,因为这可能关乎牧野科技,甚至淘宝科技未来几年,甚至十几年的发展核心。 Li Mu in conference room, very earnest said to all core members: „Big profit in my mouth, refers to the business that can make money truly, plays the concept, to cook up the market value, the value-added service and Game running water, these are the big profits, what is opposite with it, the advertizing revenue and copyright income these trivial income, belong to the small profit category, in our future developing processes, we must first guarantee the big profit, in guaranteeing the big profit stable situation goes to pursue the small profit again appropriately, even gives up the small profit receiving in exchange for other resources, for strengthening the scale of big profit and may the time degree, we make the enterprise, must be clear primary and secondary, understands the choices, avoids the sesame seed watermelon wanting., Actually the eyebrow beard one stresses the mess and stressing finally ;” 李牧在会议室里,非常认真的对所有核心成员说道:“我口中的大利润,指的是真正能够赚大钱的业务,玩概念、炒市值、增值业务以及游戏流水,这些是大利润,与之相反的是,广告收入、版权收入这些琐碎的收入,都归属小利润范畴,在我们未来的发展过程中,我们要首先确保大利润,在确保大利润稳定的情况下再去适当追求小利润,甚至放弃小利润来换取其他资源,借以增强大利润的规模和可期程度,我们做企业,要明确主次、懂得取舍,避免芝麻西瓜都想要,最后却眉毛胡子一把抓、抓的一团糟;” „Draws an analogy, everyone can see, the concept of internet industry must be more important than the short-term profit margin, either on the money-making enterprise, achieves for several years later goes into hiding from the beginning, either is several hundred several million market values, hard to breaks through ; But, in the internet industry, the truly powerful enterprise, has often lost money in the profit level, actually in the enterprise that the market value level multiplies unceasingly, they are in arrears, the speed that even cannot believe by the common person burns money, but why burns money actually to burn dozens tens of billions market values? Because they plan, will be the future big profit, will fight side-by-side with them, is team that will plan the big profit, will be plans the big profit the capital ;” “打个比方,大家都可以看得到,互联网行业的概念要远比短期利润率重要,很多一开始就赚钱的企业,做到几年后要么销声匿迹,要么还是几百几千万市值,难以突破;可是,互联网行业中,真正强大的企业,往往都是一直在利润层面亏损,却在市值层面不断倍增的企业,他们亏钱,甚至是以寻常人不敢相信的速度烧钱,但是为什么烧钱却能烧出几十几百亿市值？因为他们谋划的,是未来的大利润,与他们并肩作战的,是谋划大利润的团队,是谋划大利润的资本;” „Why Sequoia as well as other investment banks pursue must throw us, moreover is willing to give up all privileges, even the right to speak and voting rights that gives up the stock corresponding, can become our shareholders? They are think to throw our 33 hundred million USD this year, next year will take away 35 hundred million USD then to net gain two hundred million USD? Of course not, that is because they and we are the same, what anticipation is several years later the big profit of capital level, they hope that we can burn down 33 hundred million USD as soon as possible, a receiving in exchange higher market value, several years later, can achieve 3300 hundred million USD, even a higher market value, this is they hopes that we are also same, therefore we must learn to sacrifice some present petty profits today, will come to lay a more solid foundation for own future big profit ;” “为什么红杉以及其他投行追着要投我们,而且愿意放弃所有特权、甚至放弃股份相对应的话语权与投票权,都一定要成为我们的股东？难道他们是想今年投我们33亿美元,明年就拿走35亿美元然后净赚两亿美元吗？当然不是,那是因为他们和我们一样,期待的是几年之后资本层面的大利润,他们希望我们能够尽快把33亿美元烧光,换取更高的市值,在几年之后,能够达到3300亿美元,甚至更高的市值,这才是他们希望的,我们也是一样,所以今天我们要学会牺牲眼前的一些蝇头小利,来为自己将来的大利润奠定更坚实的基础;” Speaking of here, Li Mu, said: „As for the strong output, this was a dream of my youngster frame of mind, until now, our China market was ‚was output’ a side, our internet Corporation, took the money of US (America) capital to duplicate the repertoire and template of US (America) successful enterprise in the China market, our technical personnel used the hardware and the software environment developed country manufacture, is implementing the industrial criterion of developed country formulation, our movies were attacked by Hollywood, our animations by Japan and Hollywood converging attack, the literature of foreign country swamped into the literature of massively being possible we could not go out of Game of Chinese market and foreign country to flood into massively, but our Game. Similarly cannot go out the gate, this is ‚was output’ the awkward position, the great country, cannot be treated as the object of output in these levels by the developed country permanently, therefore we, if wants is longer-term, when other domestic counterparts also rack brains how to base internally, if we think how to let our products, along with our cultures, making the overseas base, making the overseas multiuser be able to accept and like being even infatuated with, this is my dream about the strong output.” 说到这儿,李牧顿了顿,又道:“至于强输出,这就是我心里的一个少年心气的梦想了,一直以来,我们华夏市场都是‘被输出’的一方,我们的互联网公司,拿着美国资本的钱在华夏市场复制美国成功企业的套路和模板,我们的技术人员使用发达国家制造的硬件与软件环境、执行着发达国家制定的行业标准,我们的电影被好莱坞冲击,我们的动画被日本和好莱坞夹击,外国的文学大量涌入可我们的文学走不出汉语市场、外国的游戏大量涌入,可我们的游戏也同样走不出国门,这就是‘被输出’的尴尬境地,泱泱大国,决不能在这些层面永久被发达国家当做输出的对象,所以我们要想的更长远一些,在其他国内同行还苦思冥想如何在国内立足的时候,我们要想一想,如何让我们的产品,伴随着我们的文化,让海外去立足,让海外更多用户能够接受、喜欢甚至迷恋,这就是我关于强输出的梦想。” „Strong output, refers to the product consciousness, and overseas output of product culture, YY as the super product of first China product, is we represents one reverse output of China internet industry even China high-tech industry to world, it can reverse China in these domains consistent „ was output” image and position, lets the entire world holds in high esteem to China internet and high-tech industry, simultaneously frequently comes under the super product influence from China, on YY, we have achieved this point, but only YY, is absolutely insufficient and not enough ; ” “强输出,指的是产品意识,以及产品文化的海外输出,yy作为第一款华夏出品的超级产品,是我们代表华夏互联网行业甚至华夏高新技术产业对全球的一种反向输出,它能够逆转华夏在这些领域一贯的“被输出”形象与地位,让全世界对华夏互联网以及高新技术产业刮目相看,同时时刻受到来自华夏的超级产品影响,在yy身上,我们已经实现了这一点,但是只有一款yy,是绝对不够并且远远不够的;” „«Town of Paradise» takes China and even the world's first social games, itself as product output at the same time, its power some of cultural output are weak, Game that after all grows vegetables, the operation class, what itself attracts the user is Game sociality, interactive and growth **** the element mostly and aesthetic appreciation of global computer player is consistent, the small town of cartoon, the elements of various cartoons, fair ;” “《天堂小镇》作为华夏乃至世界上第一款社交游戏,本身作为产品输出的同时,它的文化输出的功率有些偏弱,毕竟一款种菜、经营类的游戏,本身吸引用户的是游戏本身的社交性、互动性以及成长****元素大多都和全球电脑玩家的审美保持一致,卡通的小镇,各种卡通的元素,中规中矩;” „But, " Plants vs Zombies Online » culture output capacity relatively is much more powerful, it outputs, besides Game, a cartoon culture, in our current world cartoon vivid domain, no China cartoon image goes out the gate, «Plants vs Zombies Online» that truly was known very well by the entire world can actually to the world output dozens over a hundred different types cartoon images, moreover each image can achieve to make person one eyes recognize, and remembers firmly, this is our successes!” “不过,《植物大战僵尸online》的文化输出能力就相对强大得多,它输出的,除了游戏本身,还有一种卡通文化,在我们目前的世界卡通形象领域里,没有一个华夏卡通形象是真正走出国门、被全世界所熟知的,《植物大战僵尸online》却能一口气向世界输出了几十上百个不同种类的卡通形象,而且每一个形象都能做到让人一眼认出并且牢牢记住,这就是我们的成功之处！” Li Mu is with smile on the face at this time, proud saying: „What is interesting is that most cartoon images in our Game, are the goods that in the reality are familiar, will display the table, to swallow the goods in belly every day, this benefits the promotion of each cartoon image extremely, you look, the pea, Tudou, the nut, the corn, the cherry, the hot pepper, the water spinach, the sunflower...... these three -year-old children almost can recognize the entire fruit vegetables, was really the earth attitude, compared with what sponge baby, young pig Petch, hellokitty earth attitude, in this case, we must intensify the effort, promoted thoroughly the cartoon image in this Game., Next a half year of even one year later, this Game possibly did not have many people to play, but some countless people remembered each image in our Game as before firmly, and knows that this was a China Game cartoon image from China Corporation, this was the strong output that we pursued, it represented, not only our successes, was behind us, the successes of hundreds and thousands, tens of thousands of China internet Corporation!” 李牧此时面带笑容,自豪的说道:“有趣的是,我们这款游戏里的大部分卡通形象,都是现实中耳熟能详的物品,甚至每天都会摆上餐桌、吃进肚子里的物品,这就极其有利于每一个卡通形象的推广,你们看,豌豆,土豆,坚果,玉米,樱桃,辣椒,空心菜,向日葵……这些三岁小孩子都差不多能认全的水果蔬菜,实在是太接地气儿了,比什么海绵宝宝、小猪佩奇、hellokitty都更接地气儿,在这种情况下,我们就一定要加大力度,把这款游戏中的卡通形象彻底推广开来,未来半年甚至一年以后,这款游戏可能没多少人玩了,但依旧有无数人牢牢记得我们游戏里的每一个形象,并且知道这是一款来自华夏公司的华夏游戏里的卡通形象,这就是我们所追求的强输出,它代表的不只是我们的成功,还是我们背后,成百上千、成千上万个华夏互联网公司的成功！” The words, making everyone on the scene be enlightened. 一席话,让在场的所有人醍醐灌顶。 Li Mu bares oneself strategic target over the next several years for the first time completely presents to the people, and broke up by rubbing the goals of these cores personally, feeds to everyone on the scene, this seems like that is Li Mu's goes by the book, but can understand truly the person of essence, will discover oneself regarding the ultimate objective of internet industry, had a cognition again. 李牧第一次把自己未来几年的战略目标完全剥开呈现给众人,并且亲手把这些核心的目标揉碎了,喂给在场的每一个人,这看似是李牧的照本宣科,但真正能够理解其中精髓的人,会发现自己对于互联网行业的终极目标,有了一个重新的认知。 The scene is skilled in Chen Tong very excited saying of content: „Chief Li, by the content inspiration that you said a moment ago, I think of small idea suddenly, does not know that is credible.” 现场精通内容的陈同非常激动的说道:“李总,受你刚才所说的内容启发,我忽然想到一个小的idea,不知道靠不靠谱。” Li Mu shows a faint smile: „Chen Zong | Chief Chen, had what idea but saying that might as well.” 李牧微微一笑:“陈总,有什么想法但说无妨。” Chen Tong nods, said: „I am not a person who understands the grand strategy and big capital operation, big profit that you said a moment ago, I understood what is heard, but the ability is limited, what divergent thought cannot come out, but outputs this, some of can my actually ideas, with our «Plants vs Zombies Online», we increase some China unique elements in Game?” 陈同点点头,说道:“我不是一个懂大战略以及大资本运作的人,你刚才说的大利润,我听明白了,但是能力有限,出不来什么发散性的思维,不过强输出这个,我倒是有些想法,就拿咱们《植物大战僵尸online》来说,我们能不能在游戏里增加一些华夏特有的元素？” Li Mu curious asking: China unique element that „you said that which refers to? Having is more concrete?” 李牧好奇的问道:“你说的华夏特有的元素,指的是哪些？有没有更具体一些的？” „Has!” Chen Tong hastily said: „What I think, our China unique Chinese type construction is unique, the aesthetic sense of Chinese type courtyard that magnificently decorated building, is different in the world any architectural style, particularly matches the color that the China red this type is in sole possession, had the characteristics, if we in " Plants vs Zombies Online » recent map, increased take the China garden as the recent map of main source, can play certain help to the output of China architecture culture!” “有！”陈同急忙说道:“我想的是,我们华夏特有的中式建筑就非常独特,中式院落那种雕梁画栋的美感,不同于世界上任何一种建筑风格,尤其是搭配华夏红这种独有的颜色,就更加有特色了,如果我们在《植物大战僵尸online》的新地图里,增加一些以华夏庭院为蓝本的新地图,想必对华夏建筑文化的输出会起到一定的帮助！” Li Mu at present one bright: „The idea of Chen Zong | Chief Chen is very good, is very interesting! Old Xu, the suggestion of Chen Zong | Chief Chen , is not only worth referring, is worth practicing, you communicate with the art designing team, immediately publishes several editions of China styles recent maps to come out!” 李牧眼前一亮:“陈总的这个想法很好,很有意思！老徐,陈总的这个建议不只是值得参考,更值得实践,你跟美工团队沟通一下,立刻出几版华夏风格的新地图出来！” Old Xu also very exciting repetitive nod: „This idea is very good! After my meeting, immediately arranges!” 老徐也非常激动的连连点头:“这个想法很棒！我会后立刻安排！” Li Mu also asked Chen Tong: „Chen Zong | Chief Chen, other ideas?” 李牧又问陈同:“陈总,还有其他想法吗？” The Chen Tong nod said: „, I like the Hong Kong movie, very these classics Zombie(s) pieces that likes Lam Ching Ying filming in the past, actually, I felt, ‚Zombie(s)’ it, not only western-style ‚mourning corpse’ image, our China ‚Zombie(s)’ image is also the non- common characteristics, considers, if we that type in Lam Ching Ying movie wore the Qing official's robe, to wear the Qing official headgear, to walk jump, on forehead paste yellow rune/symbol Zhuan typical China Zombie(s) vivid cartoon, then admitted in our Game, calculates made strong output to China culture? although of Qing Zombie(s) image in movie fearsome, but we, if cartoon, I believe that will be certainly lovable interesting!” 陈同点头道:“还有一个,我个人非常喜欢香港电影,也非常喜欢当年林正英拍摄的那些经典僵尸片,其实,我觉得,‘僵尸’本身不只是西式的‘丧尸’形象,咱们华夏的‘僵尸’形象也是非常有特色的,试想一下,如果我们把林正英电影里那种身穿清朝官袍、头戴清朝官帽、走路一跳一跳、额头上又贴着一张黄色符篆的典型华夏僵尸形象卡通化,然后放进我们的游戏里,是不是也算做一种对华夏文化的强输出？清朝僵尸形象在电影里虽然可怖,但是我们如果卡通化的话,我相信一定会非常可爱有趣的！” „Certainly!” Li Mu exciting pounding the table! “绝了！”李牧兴奋的拍案而起！ „Really was certainly! How I have not thought!” “真是绝了！我怎么就没有想到！” Li Mu has not truly thought that tampers with the previous life Plants vs Zombies classical image, because these images were really deep-rooted, but Chen Tong said was also too reasonable, why didn't use the China unique Zombie(s) image? That really has the characteristics one terrifying culture very much, but the terrifying culture is also an output! If can make the westerner accept the Eastern Zombie(s) image, then Hong Kong these Zombie(s) movies, even may in the West causes praise of certain scale. 李牧确实没有想到对上辈子植物大战僵尸的经典形象进行篡改,因为那些形象实在是太根深蒂固了,但是陈同说的又太有道理,为什么不用华夏特有的僵尸形象呢？那真的是很有特色的一种恐怖文化,而恐怖文化本身也是一种输出啊！如果能够让西方人接受东方僵尸的形象,那么香港那些僵尸电影,甚至都有可能在西方引起一定规模的追捧。 The culture is this, must divide the camp, to form the regiment, the different branch of the services combine in together, strategic maneuvering, can play attacks a city to seize territory, the easily accomplished function. 文化本身就是这样,要划分阵营、要组建军团,不同的兵种组合在一起、合纵连横,才能够起到攻城略地、摧枯拉朽的作用。 Immediately, Li Mu opens the mouth to say immediately: „Ziwei, you make the Muye Pictures person help me check immediately, which company Hong Kong in the 90's the overseas release copyright of classics Zombie(s) piece, making Muye Pictures take as soon as possible completely these copyrights, if this wave of China Zombie(s) cartoon image can the fire, we thrust greatly a wave of Hong Kong Zombie(s) movie, was makes the contribution to the overseas promotion of Hong Kong movie!” 随即,李牧立刻开口道:“紫薇,你让牧野映象的人立刻帮我查一下,香港90年代经典僵尸片的海外发行版权都在哪些公司手里,让牧野映象尽快把这些版权全部拿下来,如果这一波华夏僵尸的卡通形象能火起来的话,我们就大力推一波香港僵尸电影,也算是为香港电影的海外推广做贡献了！”
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