RINAPE :: Volume #14

#1346: Kills the four directions greatly!

LNMTL needs user funding to survive Read More

In early April, " Plants vs Zombies Online » offline promotion also spread the good news. 四月初,《植物大战僵尸online》的线下推广也传来了好消息。 Coca-Cola chose 15 most popular Game images from «Plants vs Zombies Online» , helping the new bottle body decorate its design, prints on Coca-Cola that in most freshman produced. 可口可乐从《植物大战僵尸online》中挑选了十五个最受欢迎的游戏形象,将其设计成全新的瓶体装潢,印制在了最新生产的可口可乐上。 Because Coca-Cola is the entire world puts up a factory, therefore they start to promote " Plants vs Zombies » special edition Coca-Cola product time, is the hot initialization of unusual powerful, the corporation determines the packing directly, after the production material will give all canned factories, all Coca-Cola production lines start to produce the new packing at the same time the product, a product production line, is transported to market within the coverage scope immediately, is extremely quick in the speed of offline shop goods. 由于可口可乐本身就是全世界建厂,所以他们开始推广《植物大战僵尸》特别版可口可乐产品的时候,直接就是非常强力的热启动,总公司确定包装,将生产资料给到所有灌装厂之后,所有的可口可乐生产线都在同一时间开始生产新包装的产品,产品一下生产线,就被立刻运往覆盖范围内的市场,在线下铺货的速度极快。 China, is US (America) and various European countries, even Southeast Asia and Africa, so long as there is a market of Coca-Cola production line, immediately on the shelf Coca-Cola of brand-new packing. 无论是华夏,还是美国、欧洲各国,甚至东南亚与非洲,只要有可口可乐生产线的市场,都在第一时间上架了全新包装的可口可乐。 Coca-Cola of new packing from the can the bottled drink of various capacities, used their unique red as before, on 360 degrees ring-like packing, about 50% area is used to show Coca-Cola gigantic logo, 20% area are used to demonstrate product burden sheet as well as nutrient content table and other information, remaining 30% then gave the Plants vs Zombies cartoon material completely. 新包装的可口可乐从易拉罐到各种容量的瓶装饮料,都依旧采用了他们独特的红色,在360度的环形包装上,有50%左右的面积用来展现可口可乐硕大的logo,有20%的面积用来展示产品的配料表以及营养成分表等信息,剩下的30%便全部给了植物大战僵尸的卡通素材。 Moreover, what is worth mentioning is, that 30% are used to demonstrate that the cartoon image the position, left 15 different cartoon images, but occupies under half of area Coca-Cola logo, " Plants vs Zombies Online » in most classical two fixed images, one is the pea shooter, one is ordinary Zombie(s), these two images under logo of Coca-Cola, therefore, this basically guaranteed how the non- phial body places, can see " Plants vs Zombies Online » visual element. 而且,值得一提的是,那30%用来展示卡通形象的位置,留给了十五个不同的卡通形象,而占据一半面积的可口可乐logo下方,还有《植物大战僵尸online》里面最经典的两个固定形象,一个是豌豆射手,一个是普通僵尸,这两个形象就在可口可乐的logo下方,所以,这就基本确保了不管瓶身怎么摆放,都能够看得到《植物大战僵尸online》的视觉元素。 Nowadays, the person who all has contacted the computer, has almost contacted «Plants vs Zombies Online», therefore they in various images to Game were familiar, but, they in the network, saw the two-dimensional images of these planes through the computer screen before, but now, these images appear in their life suddenly, moreover is entity product that the three-dimensional solid may touch, therefore all of a sudden in offline drank numerously softly emerges. 现如今,所有接触过电脑的人,几乎都接触过《植物大战僵尸online》,所以他们对游戏中的各种形象再熟悉不过了,不过,之前他们都是在网络上,通过电脑屏幕看到这些平面的二维形象,但是现在,这些形象忽然出现在了他们的生活中,而且是三维立体可触摸到的实体产品,所以一下子就在线下众多软饮中脱颖而出。 The cooperation of «Plants vs Zombies Online» image and Coca-Cola, is obvious to the promotion of offline consumer, has not liked or not heard this Game Coca-Cola consumer, not because Coca-Cola traded the new packing, gives up spending, but, these usually rarely drink Coca-Cola, or drinks the consumer of Coca-Cola occasionally, because saw the familiar «Plants vs Zombies Online» cartoon image, the extremely easily been familiar element affects, thus germination buying urge. 《植物大战僵尸online》的形象和可口可乐的合作,对线下消费者的促进非常明显,不喜欢或者没听说过这款游戏的可口可乐消费者,不会因为可口可乐换了新的包装,就放弃消费,但是,那些平时很少喝可口可乐,或者偶尔喝可口可乐的消费者,因为看到了熟悉的《植物大战僵尸online》卡通形象,极容易被熟悉的元素所影响,从而萌生购买欲。 Many actual data supported this point. 很多实际数据佐证了这一点。 Because Coca-Cola packed to use 15 different cartoon images, therefore a listing, triggered a collection heat! 由于可口可乐包装采用了十五个不同的卡通形象,所以一上市,就引发了一种收集热！ Around the world has many consumers in unconscious to start to collect Coca-Cola, some people purchase the bottled drink, then the packing strip of bottled drink careful opens, to flatten the collection, some people buy the can not to drink directly, place in the display window in home, is collecting the cartoon images. 全世界各地都有大量的消费者在不自觉中开始收集可口可乐,有人购买瓶装饮料,然后把瓶装饮料的包装条小心的拆下来、铺平收藏,有人直接买易拉罐不喝,摆放在在家中的橱窗里,收集着一个又一个的卡通形象。 What is most interesting, Muye Science and Technology gave Coca-Cola to teach a small skill, although decides with 15 cartoon images, but the use frequencies of these 15 cartoon images cannot certainly the equal distributions, unable produce 1.5 billion bottles, each cartoon image has 100 million bottles, like this was common on the peace, on the contrary, must increase some part vividly the mirror rate/lead, then reduces part vividly mirror rate/lead. 最有趣的是,牧野科技曾经给可口可乐传授过一个小技巧,虽说决定用十五个卡通形象,但是这十五个卡通形象的使用频次一定不能平均分配,不能是生产十五亿瓶,每一个卡通形象都有一亿瓶,这样就太平庸了,相反,必须要加大某一部分形象的出镜率,然后再降低一部分形象的出镜率。 In other words, 15 vivid strength, at least need to guarantee two vivid stocks are relatively scarce, only by doing so, can promote the collection desire of user. 也就是说,十五个形象力,至少要保证两个形象的存量是相对稀少的,只有这样,才能够促进用户的收集欲。 This is Li Mu the inspiration of childhood period between-meal snack obtaining, in that between-meal snack has a All Men Are Brothers 108 randomly the cartoon vivid card of character, but several cartoon images are extremely rare, in the Li Mu impression is most difficult to look is Lin Chong, 50 cents one package of between-meal snack, if starts out a Zhang Lin to clash, light/only the card at least can sell for over 50 Yuan, and even higher, reasons for this include, is in many subconscious has an obsession, the obsession forces him to see this serial products, will want to collect, so long as not under volume of complete premise, volume. More more is bewitched, 108 the collection 10, instead felt like indifferent, but collection simultaneous/uniform 107 time, will fall into the huge anxiety and anticipation. 这是李牧从幼年时期一款零食中得到的灵感,那款零食里面随机带有一张水浒108将人物的卡通形象卡片,但是有几个卡通形象极其罕见,李牧印象中最难找的就是林冲,五毛钱一包的零食,如果开出一张林冲,光卡片就至少能卖五十元以上,甚至更高,究其原因,就是许多人本身潜意识里有一种强迫症,强迫症迫使他看到这种系列产品,就会想要收集,而只要没有集齐全部的前提下,集的越多越着魔,108将集了十个,心里反而觉得无所谓,但集齐107个的时候,会陷入巨大的焦虑和期待。 Therefore, Coca-Cola also deliberately controlled two cartoon images mirror rate/lead, their mirror rate/lead big drop. 所以,可口可乐也刻意控制了两个卡通形象的出镜率,把它们的出镜率大大下降。 The proportion are least, is the nut wall. 这其中,占比最少的,就是坚果墙。 The simple and honest lovable nut wall is in Plants vs Zombies a popularity very high image, especially is deep the female affection, therefore many females to collect Coca-Cola of nut wall packing, even buys in the online large sum of money. 憨厚可爱的坚果墙一直是植物大战僵尸里面人气非常高的一款形象,尤其深得女性喜爱,所以许多女性为了收集到坚果墙包装的可口可乐,甚至在网上重金求购。 When Coca-Cola of «Plants vs Zombies Online» series becomes popular in the world, can Coca-Cola of Taobao net one bottle of nut wall packing has cooked up 80 Yuan. 当《植物大战僵尸online》系列的可口可乐风靡全球的时候,淘宝网一瓶坚果墙包装的易拉罐可口可乐已经炒到了八十元。 The European and US market is more fearful, takes US (America) as. 欧美市场更加可怕,其中以美国为最。 Why does not know, US (America) possibly is in this world collection hobby patient most countries, some people collect dozens tons various rocks, some people collect the entire world several thousand over ten thousand the beer bottle, some people collect the labels on various types of glass jars, this strange thing some people are going all out to collect, Coca-Cola this almost every US (America) person loves the exploding funds drink of suffering extreme distress let alone. 不知道为什么,美国可能是这个世界上收集癖患者最多的国家,有人收集几十吨的各种岩石,有人收集全世界几千上万中啤酒瓶,有人收集各种玻璃瓶上的贴纸,这种稀奇古怪的东西都有人在拼命收集,更何况可口可乐这种几乎每一个美国人都爱到死去活来的爆款饮料。 Therefore, in ebay, nut wall Coca-Cola can of one bottle of US (America) native place versions, can sell to 60 USD, almost 500 Yuan RMB, other countries' version, from 40 USD to 20 USD, besides native version, what is most expensive is the Canadian edition, because uses English, on packing basically not too wide difference. 于是,在ebay,一瓶美国本土版的坚果墙可口可乐易拉罐,能卖到60美元,差不多五百元人民币,他国版的,从40美元到20美元不等,除了本土版之外,最贵的是加拿大版本,因为都采用英语,包装上基本上没太大差别。 «Plants vs Zombies» version Coca-Cola goes on the market several days later, the data of global final consumption statistics, Coca-Cola in these days sales volume, compared with grew 23% in the past! 《植物大战僵尸》版可口可乐上市几天之后,全球终端消费统计的数据,可口可乐在这几天的销量,较往常增长了23%！ This is one makes Coca-Cola be wild with joy, lets the data that Pepsi specific use hits the wall. 这是一个让可口可乐欣喜若狂,让百事可乐用头撞墙的数据。 Global popular cartoon Game, can actually burst out such strong vitality in the entity domain, really shocked each person of entity industry. 一款全球热门的卡通游戏,竟然能够在实体领域迸发出这么强大的生命力,实在是惊呆了实体行业的每一个人。 Meanwhile, the custom-made puppet of McDonald's has also started to deliver goods from the China OEM (original equipment manufacturer) supplier manufacturer one after another, fine „the Plants vs Zombies & McDonald's” theme puppet also used with the Coca-Cola same 15 cartoon images, moreover used the similar hungry marketing approach. 与此同时,麦当劳的定制玩偶也已经开始从华夏的代工厂商陆续发货,精美的“植物大战僵尸&麦当劳”题材玩偶也采用了与可口可乐相同的十五个卡通形象,而且也采用了同样的饥饿营销模式。 These have custom-made the puppet to leave the plant after the examination is qualified, directly sends out McDonald's in the subsidiary company in the world, because all puppet have custom-made from the China manufacturer, therefore the speed of McDonald's Shop goods wants on slow many compared with Coca-Cola. 这些定制玩偶出厂经过检验合格之后,直接发往麦当劳在世界各地的分公司,由于所有的玩偶都从华夏厂商定制,所以麦当劳铺货的速度比可口可乐要慢上许多。 However, according to McDonald's to the situation that Muye Science and Technology feeds back, McDonald's in the subsidiary companies in various countries has own raw material and material cooperative enterprise, from Tudou to the ketchup, from the chicken to the Hamburger bread, basically is the local area supplies, in addition, their demonstration materials and packing materials are also the local area supply, therefore, the although puppet could not in all shop goods, however all demonstration materials arrive. 不过,据麦当劳给牧野科技反馈的情况,麦当劳在各国的分公司都有自己的原材料以及物料合作企业,从土豆到番茄酱,从鸡肉到汉堡面包,基本上都是本地供应,除此之外,他们的展示物料以及包装物料也都是本地供应,所以,虽然玩偶还没能在所有门店铺货,但是所有的展示物料都已经到位。 McDonald's this standardization extremely high enterprise, has realized the local area of all raw materials to supply, gives an example with the China market, light/only Shop supplies the bread to McDonald's, and enterprise of cold fresh food has many families/home, is found in the nation, their although enterprise is different, but strictly is implementing the supply standard that McDonald's formulates completely, can therefore guarantee that global product control is basically almost the same. 麦当劳这种标准化极高的企业,早就已经实现了所有原材料的本地供应,就拿华夏市场举例,光是给麦当劳门店供应面包,以及冷鲜食材的企业就有很多家,遍布全国,他们虽然企业不同,但全部都在严格执行麦当劳制定的供应标准,所以才能够确保全球品控基本上相差无几。 Under such prerequisite, McDonald's in all demonstration materials and packing materials of China market, is responsible for providing by the local enterprise, for example installs the Hamburger, fries, chicken nugget and other video of the boxes and packing papers, as well as material of lamphouse demonstration, menu demonstration as well as shop demonstration. 在这样的前提条件下,麦当劳在华夏市场的所有展示物料、包装物料,也都由本土企业来负责提供,例如装汉堡、薯条、鸡块等视频的盒子、包装纸,以及灯箱展示、菜单展示以及门店展示的物料。 This local materials supply -based the standardized chain, McDonald's has completed the brand-new activity to demonstrate in the shop front of the world, the activity posters as well as other materials of «Plants vs Zombies Online» series meal and series puppet have gotten online in the major shops, the consumers have also received this message, and understood through the demonstration material ahead of time this time the visual effect of moving the product. 基于这种本土物料供应的标准化链条,麦当劳在全球的店面都已经完成了全新的活动展示,《植物大战僵尸online》系列套餐、系列玩偶的活动海报以及其他物料早就已经在各大门店上线,消费者们也早就已经接收到这个消息,并且通过展示物料提前了解了这次活动产品的视觉效果。 At present, the global shop some mass users inquired when every day " Plants vs Zombies Online » subject version meal will go on the market, the hardcore powders of many McDonald's, or " Plants vs Zombies Online » hardcore powder, is waiting «Plants vs Zombies Online» series puppet that collects McDonald's. 目前,全球门店每天都有大量用户询问《植物大战僵尸online》主题版套餐到底什么时候才会上市,很多麦当劳的铁杆粉,或者《植物大战僵尸online》的铁杆粉,都在等着收集麦当劳的《植物大战僵尸online》系列玩偶。 The «Plants vs Zombies» primary offline expansion, yielded the huge result, the personnel who also let the entire world commercial sector experienced the influence of China cartoon, suddenly, even the personnel of China animation industry, deeply by " Plants vs Zombies Online » inspiration, although «Plants vs Zombies Online» were only Game, without the cartoon, did not have the animation. 《植物大战僵尸》的初次线下扩张,取得了巨大的成果,也让全世界商业领域的人员见识到了华夏卡通的影响力,一时间,甚至连华夏动画行业的人员,都深受《植物大战僵尸online》的鼓舞,虽然《植物大战僵尸online》只是一款游戏,没有漫画,更没有动画。 However, because just «Plants vs Zombies Online» globally has the huge influence, therefore the companies of many cartoon industries start to communicate with Muye Science and Technology, the almost every China animation company, hopes that can buy " Plants vs Zombies Online » animation copyright, is based on «Plants vs Zombies Online» produces the cartoon and animation of the same name, Li Mu without exception, complete rejection. 不过,正因为《植物大战僵尸online》已经在全球范围内拥有了巨大的影响力,所以许多卡通行业的公司开始跟牧野科技沟通,几乎每一个华夏的动画公司,都希望能够买下《植物大战僵尸online》的动漫版权,以《植物大战僵尸online》为基础来制作同名漫画以及动画,李牧无一例外,全部拒绝了。 The root of China cartoon, is rotten in the Li Mu eye, at least in immediately rotten, many animation companies are not making the animation attentively, but in attentive deceit government subsidy, therefore the domestic cartoon market emerged plenty of trash contents, not only does not have any innovation, instead was much weaker than several years ago cartoons. 华夏卡通的根,在李牧眼里是烂的,最起码在当下还是烂的,许多动画公司不是在用心做动画,而是在用心欺骗国家补贴,所以国内卡通市场涌现出了大量的垃圾内容,不但没有任何创新,反而比十几年前的卡通还要弱得多。 Rejected the domestic animation company, Japan and US (America) animation company also looked, they also hope that can attain " Plants vs Zombies Online » copyright, then develops a brand-new story in this foundation. 拒绝了国内的动漫公司,日本和美国的动漫公司也都纷纷找了上来,他们也都希望能够拿到《植物大战僵尸online》的版权,然后在这个基础上开发出一个全新的故事。 This Li Mu has not rejected. 这一次李牧没有拒绝。 Japan and US (America) animation level represented the industry top level, therefore Li Mu decided, with plan the competitive tender the way , moves the copyright derivations of picture-story shows and animation big movie these three directions to conduct the fair competition to " Plants vs Zombies Online » cartoon. 日本和美国的动画水平代表了行业顶尖水准,所以李牧决定,采用以策划竞标的方式,对《植物大战僵尸online》的漫画、动画剧、动画大电影这三个方向的版权衍生进行公平竞争。 The premise of competitive tender is, regardless of the Muye Science and Technology choice and who cooperates, will not use the copyright is authorized to the approach of opposite party, but is borne all derivation development costs by oneself, then gives the opposite party 20% points of net profit. 竞标的前提是,无论牧野科技选择和谁合作,都不会采用将版权授权给对方的做法,而是由自己承担所有的衍生开发费用,然后将净利润的20%分给对方。 The way of competition is, making them come the detailed plan case, Muye Science and Technology according to the quality of plan, comes the direct designation operation target, in the meantime, Muye Science and Technology will also sign the confidentiality agreement with them, all plan cases, Muye Science and Technology will not divulge will not change external appearances only and possess in any form, by fairness that this guarantees the competitive tender. 竞争的方式是,让他们来出详细的策划案,牧野科技根据策划的好坏,来直接选定合作对象,同时,牧野科技也会跟他们签订保密协议,所有的策划案,牧野科技都不会泄露更不会以任何形式改头换面、据为己用,以此来确保竞标的公正性。 Draws an analogy, if Pixar were selected " Plants vs Zombies Online » cartoon movie copyright cooperation, then both sides decide a production cost, for example five Ten Million USD, these five Ten Million USD will be undertaken by Muye Science and Technology completely, in the future after this filmmaking will be completed, all net profits of obtains, will apportion Pixar 20%, what will be most essential, Pixar will have 20% gain sharing, but the copyright and his 10 cents relations will not have, copyright forever in the Li Mu hand. 打个比方,如果皮克斯中标了《植物大战僵尸online》的卡通电影版权合作,那么双方敲定一个制作费用,比如五千万美元,这五千万美元将全部由牧野科技承担,未来这部电影制作完成之后,所得到的所有净利润,都会分给皮克斯20%,但最关键的是,皮克斯只有20%的利润分成,但是版权和他一毛钱关系都没有,版权永远都在李牧自己手里。 Online fiery/popular is incomparable, offline kills the four directions greatly, if the cartoon and animation blossom again in abundance, «Plants vs Zombies» will become this year surely, and even over the next several years, entire world most fiery/popular cartoon big ip! 线上火爆无比,线下大杀四方,如果漫画、动画再纷纷开花,《植物大战僵尸》必定会成为今年,乃至未来几年,全世界最火爆的卡通大ip！
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