RINAPE :: Volume #14

#1347: The heat degree continues to rise

LNMTL needs user funding to survive Read More

«Plants vs Zombies Online» realized online to the breakthrough of offline suddenly, the rapidness of speed, shocked the entire world again. 《植物大战僵尸online》在眨眼间就实现了online到offline的突破,速度之快,再次震惊了全世界。 Since the cartoon is born, as well as network Game is born now, but also has no model of cartoon product to be able so quick being all the rage world, moreover contains so strong vitality. 自从卡通诞生,以及网络游戏诞生到现在,还没有任何一款卡通产品能够如此快的风靡全球,而且还蕴含着如此强大的生命力。 But makes one love to talk about, is Li Mu unites the cooperation case of Coca-Cola as well as McDonald's, when the Western media obtain the positive news, the cooperation of Li Mu with two world-class companies, only charged a USD copyright working cost the time, is dumbfounded. 而更让人津津乐道的,是李牧联合可口可乐以及麦当劳的合作案例,当西方媒体得到确切消息,李牧与两家世界级公司的合作,只收取了一美元的版权使用费的时候,一个个都是目瞪口呆。 Nowadays, internet and business model in intellectual property is unitary, Online Games still purchases the Game time in the dependence payment for the key point of profit, the copyright owners in all countries in the world are also same, they are pondering over a matter now, how that lets the copyright maximum benefit, even Coca-Cola wants to cooperate with Marvel, Marvel will still mark not the poor price to their each cartoon images, waits to overcharge buyer one, will not present Marvel free to be authorized to give the situation of offline enterprise use own image. 这年头,互联网、知识产权方面的商业模式还非常单一,就连网游都还在依靠付费购买游戏时间为盈利的关键点,世界各国的版权所有者也是一样,他们现在都在琢磨一件事情,那就是怎么让版权利益最大化,就算是可口可乐想跟漫威合作,漫威也会给他们的每一个卡通形象标上不菲的价钱,坐等敲上买家一笔,绝不会出现漫威免费将自己的形象授权给线下企业使用的情况。 However, Li Mu gave up the copyright expense, the only request, is the user must achieve the maximization of utilization ratio the cartoon image that oneself are authorized, in other words, others are the number of times more money of using are higher, Li Mu is the number of times more money of using are less. 但是,李牧偏偏放弃了版权费用,唯一的要求,就是使用者要将自己授权的卡通形象达到使用率的最大化,换句话说,人家是用的次数越多钱越高,李牧是用的次数越多钱越少。 Several days later, already McDonald's that is hanging the long time advertisement in the shop, gets online " Plants vs Zombies » meal and toy in the global shop officially! 几天之后,已经在门店里悬挂多日广告的麦当劳,也在全球门店正式上线《植物大战僵尸》套餐与玩具！ This time influence, is bigger than Coca-Cola! 这次的影响力,比可口可乐还要大！ On the day of opens sells, global all McDonald's Shops had almost the phenomenon of lining up, under the SARS dark clouds is covering China, some lots of Game players and amateurs wear the mask to line up to purchase the related meal to McDonald's, enthusiasm surges upward especially. 开售这天,全球所有的麦当劳门店几乎都出现了排队的现象,就连在非典阴云下笼罩着的华夏,也有大量游戏玩家与爱好者戴着口罩到麦当劳排队购买相关套餐,热情度格外高涨。 Coca-Cola «Plants vs Zombies» image print on packing, but, McDonald's this time not only printed them on the packing, but also promoted large number of entity toys, promoted immediately much to the attraction of user. 可口可乐只是将《植物大战僵尸》的形象印制在包装上,但是,麦当劳这次不但把它们印在了包装上,还推出了大量实体玩具,对用户的吸引力顿时提升了不少。 In Japan & South Korea and Western country, as a result of without existence of pirating, currently in the entire market, has no «Plants vs Zombies» peripheral product, even if it fiery/popular has arrived looks awful, even if these countries' peripheral producers have been jealous to be hard to take, still no one dares to make an unauthorized peripheral product, therefore the batch of authorized toys of McDonald's, become «Plants vs Zombies» that in the market can buy at present only peripheral. 在日韩和西方国家,由于没有盗版的存在,目前整个市场上,都没有任何《植物大战僵尸》的周边产品,即便是它已经火爆到不成样子,即便是这些国家的周边生产商已经眼红难耐,也没有人敢制造一件未经授权的周边产品,所以麦当劳的这批授权玩具,就成了目前市面上唯一能够买得到的《植物大战僵尸》周边。 This also why the consumer hounds their reasons crazily. 这也是为什么消费者疯狂追捧它们的原因。 The consumers queue in the shop of McDonald's, to purchase with the Game related meal, or a meal adds money purchasing by barter toy again, because of according to the stipulation, these toys cannot be used to sell directly, must purchase to assign the meal to bestow, either purchase random meal, again the cash of additional certain amount. 消费者们在麦当劳的门店排起长龙,就为了购买与游戏有关的套餐,或者点套餐再加钱换购玩具,因为按照规定,这些玩具是不可以直接用来出售的,必须购买指定套餐才会赠送,或者购买任意套餐,再加一定数额的现金。 Has the collection hobby consumer, to obtain as far as possible many toys, will purchase many meals, McDonald's has to for more consumers considered, temporarily introduces the new shop sales policy, a person, can only purchase a «Plants vs Zombies» meal one time, if purchases other meals, regardless of purchases many, can only purchase by barter a «Plants vs Zombies» toy. 许多有收集癖的消费者,为了得到尽可能多的玩具,甚至会购买多个套餐,以至于麦当劳不得不为了更多的消费者考虑,临时出台了新的门店销售政策,一个人,一次只能购买一个《植物大战僵尸》套餐,如果购买其他套餐,无论购买多少,只能换购一个《植物大战僵尸》玩具。 However even this, the number of puppet is by far insufficient. 不过即便是这样,玩偶的数量还是远远不够。 Therefore, McDonald's starts to have custom-made the new puppet urgently, and greatly promoted the order volume. 于是,麦当劳开始紧急定制新的玩偶,并且大大提升了订单量。 Li Mu will be authorized in the time over the next year, will not gather McDonald's these to be authorized gain sharing of derivative, McDonald's realizes these peripheral the influence on the user, therefore wants to seize the opportunity , to continue to invest bigger resources to come to McDonald's promotes with " Plants vs Zombies » activity. 李牧在未来的一年授权期内,不会收取麦当劳这些授权衍生品的利润分成,麦当劳意识到这些周边对用户的影响力,于是希望抓住机会,继续投入更大的资源来对麦当劳与《植物大战僵尸》的活动进行推广。 The one who lets Li Mu didn't expect is, McDonald's unexpectedly found Muye Science and Technology, hoping Muye Science and Technology can be authorized them, " Plants vs Zombies » element, will increase to McDonald's in the advertisement delivery in the world! 让李牧没想到的是,麦当劳竟然找到牧野科技,希望牧野科技能够授权他们,将《植物大战僵尸》的元素,添加到麦当劳在全球的广告投放里！ Muye Science and Technology although gave McDonald's " Plants vs Zombies » authorization, but the authorized direction has the clear-cut provision, can only be used in the demonstration element in own shop, and production is only used in the derivation peripheral product of own shop, other all rights belong to the Muye Science and Technology side, McDonald's cannot any way infringe upon the right, therefore McDonald's wants uses " Plants vs Zombies » element in the foreign television and plane advertisement, needs Muye Science and Technology make a authorization again. 牧野科技虽然给了麦当劳《植物大战僵尸》的授权,但是授权方向是有明确规定的,只能用于自有门店内的展示元素,以及生产仅用于自有门店的衍生周边产品,其他的所有权益都归牧野科技方所有,麦当劳不得以任何方式侵权,所以麦当劳想把《植物大战僵尸》的元素用在自己对外的电视、平面广告,就必须要牧野科技再做一份授权。 Li Mu hears this news time, almost complied with the request of McDonald's without hesitation, now what McDonald's thinks, through own advertisement promotion, making more people know them and «Plants vs Zombies» cooperation, therefore to them, can adds in McDonald's own television advertisement " Plants vs Zombies » element, certainly can greatly promote the conversion rate. 李牧听到这个消息的时候,几乎毫不犹豫就答应了麦当劳的请求,麦当劳现在想的是,通过自己的广告推广,让更多的人知道他们和《植物大战僵尸》的合作,所以对他们来说,能把《植物大战僵尸》的元素加入麦当劳自己的电视广告里,一定能够大大提升转化率。 But what Li Mu thinks, this simply is the effect that most anticipate, lets these enterprises, sparing no effort helps itself propagandize «Plants vs Zombies», moreover does not spend with oneself, because this is McDonald's is using its advertizing budget, comes creates the propaganda for it and «Plants vs Zombies»...... 而李牧想的是,这简直是自己最期待的效果,让这些企业,不遗余力的去帮自己宣传《植物大战僵尸》,而且不用自己花钱,因为这是麦当劳在用它自己的广告预算,来替它自己和《植物大战僵尸》做宣传…… Therefore, Li Mu lets the connection person, conveyed own attitude to McDonald's: Authorization, Muye Science and Technology not only can be authorized, but can also be authorized free, but McDonald's must guarantee, the video advertisement, the Plants vs Zombies element has the mirror rate/lead, when must occupy the entire advertisement long over 80%, the plane advertisement, the Plants vs Zombies element accounts for the surface area, must achieve 20% of entire advertisement surface area. 于是,李牧让手下的接口人,将自己的态度转达给麦当劳:授权可以,牧野科技不但可以授权,还可以免费授权,但麦当劳必须保证,视频广告,植物大战僵尸的元素出镜率,须占到整个广告时长的80%以上,平面广告,植物大战僵尸的元素所占表面积,要达到整个广告表面积的20%。 In other words, if McDonald's must make a 30 seconds of advertisement, then in this must have in 24 seconds of image, contains the Plants vs Zombies element, does not request in the picture, only then Plants vs Zombies element, but has the mirror time unable to be lower than 24 seconds. 也就是说,如果麦当劳要做一个三十秒钟的广告,那么这里面必须有24秒钟的影像内,包含植物大战僵尸的元素,不要求画面中只有植物大战僵尸的元素,但出镜时间不能低于24秒。 In addition, if McDonald's puts in a poster of plane propaganda on the great curtain of Times Square, this poster takes the red as the background, makes the core by Hamburger of McDonald's, matches brand logo of McDonald's, has possibility Hamburger only to account for 25% of surface area, but, the Plants vs Zombies element must occupy 20% ; 除此之外,如果麦当劳在时代广场的巨幕上投放一个平面宣传的海报,这个海报以红色为背景,以麦当劳的汉堡做核心,搭配麦当劳的品牌logo,有可能汉堡只能占到表面积的25%,但是,植物大战僵尸的元素必须占到20%; If McDonald's meets these requests, Muye Science and Technology does not receive the one cent, if promotes in the process, cannot meet the requirements, Muye Science and Technology must request the large amount of compensation money from them. 如果麦当劳满足这些要求,牧野科技不收一分钱,如果推广过程中,没能达到要求,牧野科技要向他们索取巨额赔偿费。 McDonald's almost accepts the request of Muye Science and Technology immediately, they also gave the advertisement plan case of global edition quickly, in the plan case, the video advertisement from the beginning, is «Plants vs Zombies» Game interface, the Zombie(s) reckless strategic place crosses the garden, but various plants also going all out resists. 麦当劳几乎立刻就答应了牧野科技的要求,他们也很快给出了全球版本的广告策划案,策划案中,视频广告一开始,就是《植物大战僵尸》的游戏界面,僵尸们不顾一切要冲过花园,而各种植物们也在拼命的进行抵抗。 At this time, between Zombie(s) and plant, will jump out of the cartoon image of McDonald's suddenly, it is said to Zombie(s) and plant with various countries' language: „Hey, but also in day and night mutual injury? Stops simply, tastes the newest promoted «Plants vs Zombies» subject meal to McDonald's! Some massive Plants vs Zombies are waiting for you with the toy!” 这个时候,在僵尸与植物中间,会忽然跳出麦当劳的卡通形象,它会用各国语言对僵尸与植物说:“嘿,还在没日没夜的互相伤害？干脆停下来,到麦当劳尝一尝最新推出的《植物大战僵尸》主题套餐吧！更有大量植物大战僵尸同款玩具等着你！” Afterward, in the picture each Zombie(s) stops the attack to the plant, then everyone holds Hamburger to gnaw to keep, but these plants overjoyed vacillations, everyone stings a big cup to have the drink that McDonald's symbolizes with the custom...... 随后,画面中每一个僵尸都停止对植物的攻击,转而每人抱着一个汉堡啃个不停,而那些植物们则欢天喜地的左右摇摆,每人用习惯嘬着一大杯带有麦当劳标志的饮料…… According to this plan case, in the advertisement will present the Plants vs Zombies material the time, surpassed 90%. 按照这个策划案,广告中会出现植物大战僵尸素材的时间,超过了90%。 Li Mu is satisfied with this plan, without delay, the big hand wields: „Ok, gives them now the power of attorney, making them promote the update advertisement as soon as possible!” 李牧对这个策划非常满意,二话不说,大手一挥:“ok,现在就给他们授权书,让他们尽快推出新版广告！” McDonald's spends to look for a Hollywood well-known animation team to conduct the advertisement manufacture immediately, the advertisement will adopt Game material, then conducts the appropriate reorganization, therefore cut out the process of design completely, dozens seconds of advertisement, in several days of time can handle it is said. 麦当劳立刻花钱找好莱坞一支知名的动画团队进行广告制作,广告将采取游戏本身的素材,然后进行适当改编,所以完全省去了设计的过程,几十秒钟的广告,据说几天时间内就可以搞定。 In Li Mu is waiting for the McDonald's update advertisement when all countries in the world TV Station broadcasts, Muye Science and Technology received the cooperation of a large number of enterprise to request, included many world-class well-known enterprises. 就在李牧等着麦当劳新版广告在全球各国电视台播出的时候,牧野科技收到了大量企业的合作请求,这其中包括了不少世界级的知名企业。 A lot of domestic and foreign well-known peripheral manufacturer hope can the copyright authorization of Plants vs Zombies, many disappear the manufacturing enterprise to profit from the approaches to cooperation of Coca-Cola quickly, conducts the copyright to cooperate with Muye Science and Technology, because in their opinion, Muye Science and Technology does not want the copyright royalty in any case, nothing but is to pledge to expose the number of times, oneself promise at the worst all products, pledged to the Muye Science and Technology maximum sensitometry, then promotes the sales volume taking advantage of this. 大量国内外知名的周边产品生产商希望能够得到植物大战僵尸的版权授权,还有许多快消品生产企业希望借鉴可口可乐的合作方式,与牧野科技进行版权合作,因为在他们看来,牧野科技反正不要版权费,无非就是要承诺曝光次数,那自己大不了把所有产品都许诺进来,给牧野科技最大的曝光度承诺,然后借此来提升销量。 But, Li Mu actually changed a path suddenly. 可是,李牧却忽然间换了一个路子。 Now also wants to take the copyright free? Late, Coca-Cola and McDonald's that is the strategic requirement, now " Plants vs Zombies » brand premium is so big, but also free could not somewhat be justified. 现在还想免费拿版权？晚了,可口可乐和麦当劳那是战略需要,现在《植物大战僵尸》的品牌溢价已经这么大,还免费就有些说不过去了。 Moreover, Li Mu does not want to let «Plants vs Zombies» overnight on the thorough rotten avenue, regardless of if on what product has the Plants vs Zombies material, that is also equivalent overdraws " Plants vs Zombies » vitality in disguised form. 而且,李牧也不想让《植物大战僵尸》一夜之间就彻底烂大街,如果无论什么产品上都有植物大战僵尸的素材,那也相当于变相透支《植物大战僵尸》的生命力。 Therefore, Muye Science and Technology formally announced that from now on, «Plants vs Zombies» will tighten the copyright authorization, theoretically an industry, will only choose a partner . Moreover the consideration dimension of choice partner will also change, from now on, not only need consider the sensitometry, but must consider to bid actually, Muye Science and Technology will choose and performance-to-price ratio highest cooperates. 于是,牧野科技正式宣布,从现在起,《植物大战僵尸》将收紧版权授权,理论上一个行业,只会选择一家合作伙伴,而且挑选合作伙伴的考虑维度也会发生改变,从现在起,不只是要考虑曝光度,还要考虑实际出价,牧野科技会选择与性价比最高者进行合作。 Interestingly, Microsoft x Boss ox, as well as ps of Sony, found Muye Science and Technology on own initiative, proposed a cooperation intention: They hope that can transplants «Plants vs Zombies Online» to their main engine platforms, moreover both hope that is the exclusive exclusive collaboration. 有意思的是,微软的xbox,以及索尼的ps,都主动找到了牧野科技,提出了一个合作意向:他们希望能够将《植物大战僵尸online》移植到他们的主机平台中,而且两家都希望是排他性的独家合作。 As for the specific form of cooperation, the plan that two companies give is similar, will be adopts the pattern of Game charge, Microsoft and Sony through will sell Game, gives share of Muye Science and Technology Game sale. 至于合作的具体方式,两家公司给出的方案都差不多,都是采取游戏收费的模式,微软和索尼会给通过对游戏进行销售,来给予牧野科技游戏销售的分成。 Li Mu almost without hesitation rejected this partnership model, but is divided into purely wants to come up to their platforms own Game, and is exclusive? How possibly, is having a dream simply. 李牧几乎毫不犹豫的就拒绝了这个合作模式,只是纯分成就想把自己的游戏一直到他们的平台上去,而且还想排他？怎么可能,简直是在做梦。 These two Game main engine platforms want to transplant oneself Game, the goal nothing but promotes own content storehouse, holds this heat degree, the player by own platform can play most popular Game in own platform, if can attain the exclusive collaboration, with competing widens the disparity the good opportunity. 这两家游戏主机平台想移植自己的游戏,目的无非就是提升自己的内容库,同时抓住这个热度,让自己平台的玩家能够在自己的平台上玩到最热门的游戏,如果能够拿到独家合作,还是一个跟竞品拉开差距的好机会。 In this case, their demands are much greater than Li Mu's to demand, therefore, Li Mu made one separately give own cooperation comment with these two companies: 这种情况下,他们的诉求远大于李牧的诉求,于是,李牧让人分别跟这两家公司提出了自己的合作意见: First, is divided, but two companies must pay to guarantee a minimum the amount, if not exclusive, each enterprise pays three Ten Million USD to guarantee a minimum, is divided into the amount, if cannot be the 30 million dollar, Muye Science and Technology does not draw back, if surpassed, two companies divide many parts to give Muye Science and Technology again ; 第一,分成可以,但两家公司必须支付保底金额,如果是不排他的话,每家企业支付三千万美元保底,分成金额如果达不到三千万美金,牧野科技不退,如果超过了,两家公司再分多出的部分给牧野科技; Second, if exclusive, besides guaranteeing a minimum, Muye Science and Technology also requests the cooperative enterprise to give the exclusive subsidy, does not give the subsidy, why with your exclusive collaboration? As for the exclusive subsidy is many, Li Mu has not stated clearly, making them have the price to come. 第二,如果是排他的,除了保底之外,牧野科技还要求合作企业给予独家补贴,不给补贴,凭什么跟你独家合作？至于独家补贴是多少,李牧没有明说,让他们自己带价过来。 This is like in the future video website and cooperation of content side, if a film and television company produces a network big movie, he can take away with any video platform cooperation, even with all video platform cooperation, according to broadcast is divided from various great platform settlements when the time comes, but, if which video platform wants to buy a network big movie broadcasts the power alone, not only need guarantee a minimum, but must inclines to enough subsidy and resources, otherwise who will give up potential profits in other platforms, helping it go to make the competition with other platforms? 这和日后视频网站与内容方的合作一样,如果一家影视公司制作出一部网络大电影,他可以拿去跟任何一家视频平台合作,甚至跟所有视频平台合作,到时候根据播放量从各大平台结算分成,但是,如果哪家视频平台想买下一部网络大电影的独播权,那不但要给保底,还要给足够的补贴和资源倾斜,否则谁会放弃其他平台上的潜在利润,帮它去跟其他平台做竞争？
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