RINAPE :: Volume #15

#1405: What enmity and what resentment?

LNMTL needs user funding to survive Read More

Is backing on a powerful ecology, handles anything to have big addition function, in fact, in the internet industry of China later generation, all user level -based the product, Tencent be easier than to succeed the general company, in fact Tencent truly unusual is also successful, insufficiently succeeds as for these that many businesses do, either is insufficient good, is the enemy who Tencent do is too either strong, to exceeds the addition function that Tencent gives powerful sufficiently. 背靠着一个强大的生态,做任何事情都是有很大加成作用的,实际上,在华夏后世的互联网行业里,所有基于用户层面的产品,腾训都要比一般公司更容易成功,事实上腾训也确实把很多业务都做的非常成功,至于那些不够成功的,要么是腾训自己做的不够好,要么是敌人太强,强大到足以超越腾训给予的加成作用。 Very easy to explain this issue with a formula of supposition, for example, Tencent, because has the huge user base, regardless of Tencent makes any user -based the business, has 50% additions, if Tencent Game achieved 80 points, then adds on 40 points of attaching awarded marks again, that Tencent Game actual minute/share of value has 120 points, in the market other companies works to a frazzle can also achieve 90 points, therefore Tencent Game can achieve industry in first. 用一个假设的公式很容易解释这个问题,例如,腾训本身因为有巨大的用户基础,腾训无论做任何基于用户的业务,都有50%的加成,如果腾训游戏本身做到了80分,那么再加上40分的附加分,那腾训游戏实际的分值就有120分,市面上其他的公司累死累活也就能做到90分,所以腾训游戏可以做到业内第一。 However, like the e-Commerce business, Tencent had not done, is not because Tencent are not suitable to make e-Commerce, but is Tencent has not completed e-Commerce, if Alibaba e-Commerce achieved 100 points of pinnacle, even if that has 50% addition functions Tencent, itself still achieved 0 points e-Commerce, oneself have not completed, even if the ecology addition cannot pass an examination in addition. 但是,像电商业务,腾训之所以一直没做起来,不是因为腾训自己不适合做电商,而是腾训自己没有把电商做好,如果阿里吧吧的电商是做到了100分的极致,那么即便拥有50%加成作用的腾训,本身也就把电商做到了0分,自己都没有做好,就算是加上了生态的加成都没能及格。 Weibo (Micro Blog) is also same, if Sina Weibo (Micro Blog) achieved 80 points, Tencent Weibo (Micro Blog) also did for 2 and 0 points unable to be many. 微博也是一样,如果新浪微博做到了80分,腾讯微博也就做了个二、0分不能再多。 Now, Li Mu's is more powerful Tencent QQ, therefore theoretically, Li Mu makes any user -based the product, can have the ecology huge addition, in this case, even if makes to pass an examination reluctantly can surpass most opponents, if using the dessert slightly, is no one can, the multipurpose desserts, that fights all over unmatched in the world again. 现在,李牧的本身就是一个更强大的腾训qq,所以理论上,李牧做任何基于用户的产品,都能够得到自有生态的巨大加成,在这种情况下,即便勉强做个及格都能够超越绝大多数对手,如果稍微用点心,更是无人能及,再多用点心,那就是打遍天下无敌手了。 tunes, is Li Mu based on an unprecedented super product that the music builds, this model of product not only fused the late iTunes several big function, even still achieved bigger optimized promotion in these functions, but establishes in the music, by the social function support „music public relations”, is any other similar products is unable to compare, super weapon that even is unable to duplicate. tunes,是李牧基于音乐打造的一个前所未有的超级产品,这款产品不但融合了后期itunes本身的几大功能,甚至还在这些功能上做到了更大的优化提升,而建立在音乐本身、由社交功能支撑的“音乐社交”,更是其他任何同类产品都无法比拟,甚至是无法复制的超级武器。 But iTunes is the product that Apple just unveils this year, the although echo is very good, but after all is also only the newborn generation of products, the maturity and battle efficiency must fall far short compared with tunes that Li Mu fences, if pushes out this product, in the overseas market, will certainly bring very big impact on Apple iTunes, internally the market, will hit Easy Music Network that Baidu just bought directly remnantly. 而itunes是苹果今年才刚刚推出的产品,虽然反响很不错,但毕竟还只是初生代产品,成熟度以及战斗力比李牧操刀的tunes要差得远,如果把这个产品推出去,在海外市场,一定会对苹果的itunes带来很大的冲击,在国内市场,会把百度刚买走的易听网直接打残。 If Apple also has the iPod hardware as the ultimate defense, Easy Music Network in Baidu, in the face of the music, does not have including strength of the defense. 如果说苹果还有ipod硬件作为终极防御的话,百度手里的易听网,在音乐面前,连一点防守之力都没有。 Li Mu having no interest pit Baidu, however before Apple this archenemy, he does not have the means to care about the Baidu life, even he is one of the Baidu shareholders. 李牧无心坑百度一把,但是在苹果这个大敌面前,他已经没办法顾及百度的死活了,即便他本身就是百度的股东之一。 To break by smashing with stone supply chain on Apple thoroughly in iTunes as well as iPod, Li Mu when incites to develop tunes, approved a fund specially, for making two generations of promotion of Mangomi, the tunes sword refers to iTunes, but the Mangomi sword refers to iPod. 为了彻底砸断苹果在itunes以及ipod上的产业链,李牧早在授意开发tunes的时候,就专门批了一笔资金,用于做mango-me的二代升级,tunes剑指itunes,而mango-me则剑指ipod。 These days, the Muye Science and Technology hardware laboratory, as well as Mainland and Taiwan of several MP OEM (original equipment manufacturer) supplier enterprises Muye Science and Technology purchase, are researching and developing Mangomi of new generation with joint forces, these also several senior engineers are the high salary dig from Taiwan Yinghuada, Yinghuada is the Apple iPod OEM (original equipment manufacturer) supplier enterprise, the production line in Mainland, therefore on Mangomi of new generation, profited from a large number of iPod industrial crafts. 这段时间来,牧野科技的硬件实验室,以及牧野科技收购的内地、台湾几家mp代工企业,都在合力研发新一代的mango-me,这其中还有几个高级工程师是高薪从台湾英华达挖过来的,英华达是苹果ipod的代工企业,生产线就在内地,所以在新一代的mango-me上,借鉴了相当一部分ipod的工业工艺。 Mangomi of new generation has researched and developed now completes, starts to enter the mass production, Mangomi of new generation is named as Mangomi 2, increased some practical functions based on Mangomi, for example bigger screen, stronger sound effect, better hoop touching operation as well as rationalization ui interface as well as man-machine interaction. 新一代的mango-me现在已经研发完成,开始进入了批量生产,新一代的mango-me定名为mango-me二,在mango-me的基础上增加了一些实用的功能,例如更大的屏幕、更强的音效、更好的滚轮触摸操作以及更合理化的ui界面以及人机交互。 What is worth mentioning is, to strengthen the Mangomi 2 sound effects, Muye Science and Technology bought out an audio processing technology of Taiwan well-known player manufacturing enterprise, provided in Mangomi 2 many may dispatch the extremely high balanced pattern, in the acoustic fidelity had enough support. 值得一提的是,为了增强mango-me二的音效,牧野科技买断了台湾一家知名播放器生产企业的音频处理技术,在mango-me二中提供了多种可调度极高的均衡模式,音质上有了足够的支撑保障。 In addition, the team still based on 64 m Boss and 128 m Boss, considerably increased the memory capacity, new generation Mangomi has the 128 m Boss flash and 256 m Boss flash edition, as well as 5G Boss, 10 g Boss and 0 g Boss hard disk edition. 除此之外,团队还在原本64mb、128mb的基础上,大大增加了内存容量,新一代mango-me有128mb闪存、256mb闪存版本,以及5gb、10gb、0gb硬盘版本。 Mangomi as well as me2 industrial design idea, is Li Mu the inspiration of several years later iPod obtaining, the whole leads present stage iPod several generations . Moreover the production process is the master has the same side, is not inferior in Apple iPod. mango-me以及me2本身的工业设计理念,是李牧从数年后的ipod身上取得的灵感,整体领先现阶段ipod好几代,而且制作工艺都是师出同门,一点也不逊色于苹果ipod。 Moreover, Mangomi 2 pairs of p can support perfectly, to p wants to be higher than support of iPod, moreover even the user uses Apple system, can still very good compliance support. 而且,mango-me二对p可以完美支持,比ipod对p的支持度要高很多,而且即便是用户使用苹果系统,也能够得到很好的兼容支持。 As for the production cost, at present already can control in the Apple co-content product selling price %, it is said the Apple iPod production cost, accounts for about 0% of terminal selling price, this number contained the research and development and production cost, but remaining in 65%, part is the net profit, should the proportion about 20%, remaining, part be various soft costs probably, including various tax revenue, packing logistics and dealer profit as well as post-sale service cost, in addition, little Apple brand premiums. 至于生产成本,目前已经可以控制在苹果同容量产品售价的%,据说苹果ipod的生产成本,占到终端售价的0%左右,这个数字包含了研发和生产成本,而剩下的65%中,一部分是净利润,大概应该占比在20%左右,剩下的,一部分是各种软成本支出,包括各种税收、包装物流、经销商利润以及售后服务成本,除此之外,还有少许苹果的品牌溢价。 Present Apple compels the standard not to build truly, therefore of the brand premium is relatively lower, if to the iPhone time, as a result of the increase of brand premium, the proportion of production material cost of Apple product in selling price will be lower, because the Apple cell phone back technique content and software support effort are much greater than iPod, therefore by that time, soft cost of Apple at the research and development is also promoting, but relative, the sales volume is bigger, the research cost divides equally also more fiercely, said generally, spending 100 million Yuan to research and develop a model of product, sells out 10,000, single Tai the research cost divides equally on is 10,000 Yuan ; But if sold 100 million, single Tai the research cost divided equally is only one yuan. 现在的苹果逼格还没有真正打造出来,所以品牌溢价相对还低一些,如果到了iphone时代,由于品牌溢价的提升,苹果产品的生产物料成本在售价中的占比会更低,不过由于苹果手机背后的技术含量以及软件支撑力度远大于ipod,所以到那个时候,苹果在研发上软性成本也在提升,但相对的,销量越大,研发成本均摊的也就越厉害,笼统的说,花一亿元研发一款产品,卖掉一万台,单台的研发成本均摊下来就是一万元;但如果卖了一亿台,单台的研发成本均摊下来不过只是一元钱了。 Generally speaking gets down, the Mangomi 2 costs are not lower than Apple, because even must bear the research cost the reason, the cost must be higher than compared with iPod, normal, such product competition compares the competitor, has the soft rib, but a Li Mu most unyielding point is: He does not need to make money by Mangomi 2. 总体看下来,mango-me二的成本并不比苹果低,甚至因为要承担研发成本的缘故,成本比ipod还要高出一点,正常来看,这样的产品比拼相比竞争对手来说,是有软肋的,但李牧最硬气的一点是:他不需要靠mango-me二赚钱。 In other words, Li Mu can leave his own 15-20% net profits to discard Apple does not want, as the matter stands, can have the advantage of steamroll opponent in the price immediately, in addition Li Mu prepares to use the direct sale the pattern, in dealer profit, can depress 5-10 percentage points, as the matter stands, he at least can widen 20-25% price difference from the Apple product. 也就是说,李牧可以把苹果原本留给他自己的15-20%净利润全部丢掉不要,这样一来,立刻就能在价格上拥有碾压对手的优势,再加上李牧准备采用直销的模式,在经销商利润上,又能够压下5-10个百分点,这样一来,他至少能跟苹果产品拉开20-25%的价格差。 With without Hong Kong selling price of tariff comes compared with words, just went on the market soon iPod -0 g Boss edition, selling price probably in 4500 Hong Kong dollars, if Mangomi 2 opens in Hong Kong similarly sells, Li Mu 600 dares to sell. 拿没有关税的香港售价来比的话,刚刚上市不久的ipod-0gb版本,售价大概在4500港币,如果mango-me二同样在香港开卖,李牧600就敢卖。 Moreover, small advantage Mangomi 2, but also matched easier-to-use tunes, conformed with the entire social ecology and promoted resources, this compared the Apple iTunes + iPod advantage to be much bigger much. 而且,更便宜的mango-me二,还搭配了更好用的tunes,又整合进了整个的社交生态以及推广资源,这相比苹果itunes+ipod的优势要大得多得多。 The software and hardware product has finalized, Li Mu then gave core management to make a strategic plan in the conference: tunes faces the global users to issue two days later officially, but Mangomi 2 is in the positive preparing goods stage, simultaneously with the import-export trade company cooperation of all countries in the world, completes the product to sell to the import and export related flow of all countries in the world as soon as possible, strives in one to two months, sells to the developed country market the product. 软件、硬件产品都已经定型,李牧便在会议上给核心管理层制定了一个战略规划:tunes在两天之后正式面向全球用户发布,而mango-me二的进入积极备货阶段,同时与世界各国的进出口贸易公司合作,尽快完成产品销往世界各国的进出口相关流程,力争在一到两个月内,将产品销往发达国家市场。 It looks like in Li Mu, Muye Science and Technology loses money over a hundred million USD even, must beat with the Mangomi 2 Apple earning support, if iTunes and iPod combination in pairs GG, development path at least lag of Apple for several years, moreover is very likely to have the old ailment of disability. 在李牧看来,牧野科技就算亏损上亿美元,也要用mango-me二把苹果的营收支撑击垮,如果itunes和ipod的组合双双gg,苹果的发展轨迹至少滞后数年,而且极有可能落下残疾的病根。 Therefore, for with the good achieving goal, Li Mu conceives a plan in the conference temporarily, said to Fang Xudong: „Xudong, making your hardware team send for a Germany, looks for Syre and enterprises of Vitor Baia power these two specialized production earphones, communicates with them respectively has custom-made the relevant issue of earphone jointly.” 于是,为了跟好的达到目标,李牧在会议上临时起意,对方旭东说:“旭东,让你的硬件团队派人去趟德国,找森海赛尔以及拜亚动力这两家专业生产耳机的企业,跟他们分别沟通联名定制耳机的相关事宜。” „Has custom-made the earphone jointly?” Fang Xudong said with amazement: „Your meaning is Mango and these two enterprises has custom-made the funds earphone jointly?” “联名定制耳机？”方旭东惊讶的说:“您的意思是mango和这两家企业的联名定制款耳机？” „Right.” Li Mu nods, domestic many people to „jointly” the operation mode too had not understood, the top talent but who Fang Xudong this overseas return to „” certainly is not jointly strange, the Western brand will often have the joint cooperation, moreover straddles zones the cooperation mostly, for example the brand and sports brand of fashion promote model of sneakers jointly, such thing often can realize 1 + 1 to be bigger than 2 values. “对。”李牧点了点头,国内很多人对“联名”的运作模式还不是太了解,但方旭东这种海外归来的高端人才对“联名”一定不陌生,西方品牌经常会有联名合作,而且大都是跨界合作,比如时尚界的品牌和运动品牌联名推出一款运动鞋,这样的东西往往能够实现1+1大于二的价值。 Li Mu said: „We must further promote our product the performance-to-price ratio, the player is model of a product that listens to the music, but for most average people, uses MP hear of music, affects acoustic fidelity mainly decodes and earphone these two points, our decoding have the process technology that purchased, but the earphone of Taiwan technology production, the expressive force missed, this type of cost price also less than 20 Yuan earphones, the acoustic fidelity can only be reluctantly passable, if the earphone also obtained the quite big promotion, the acoustic fidelity on will obtain the qualitative promotion.” 李牧说:“我们要进一步提升我们产品的性价比,播放器本身是一款听音乐的产品,而对大多数普通人来说,使用mp听音乐,影响音质的主要就是解码和耳机这两点,我们的解码已经有了收购来的处理技术,但台湾技术生产的耳机,表现力还是差了很多,这种成本价还不到二十元的耳机,音质只能勉强说得过去,如果耳机也得到比较大的提升,音质就会得到质的提升。” Fang Xudong asked: „Your meaning is, we go to cooperate with these two have custom-made the funds earphone jointly, sold to the consumer as the mang-me 2 standard configuration earphone?” 方旭东问:“那您的意思是,我们去跟这两家合作联名定制款耳机,作为mang-me2的标配耳机卖给消费者？” Li Mu nods, said: „We only cooperate in which of Sennheiser or Vitor Baia power, the premise of cooperation is, we order over 1 million joint writer's or artist's signature earphones from them, these over a million jointly earphones only then a design, but this design must be our joint design, can not be highly similar to their any model of existing products, simultaneously needs some of our Mango logo demonstrate, moreover they must to us the enough low price, as well as enough good controls.” 李牧点了点头,说:“我们只跟森海塞尔或者拜亚动力的其中一家合作,合作的前提是,我们向他们订购百万条以上的联名款耳机,这上百万条联名耳机只有一个款式,但这个款式必须是和我们共同设计,不得与他们任何一款现有产品高度相似,同时必须要有我们mango的logo展示,而且他们要给我们足够低的价格,以及足够好的品控。” Then, Li Mu also explained: „Said that we need our earphone costs, less than 20 Yuan specifically now, increases to about 120 Yuan, I believe that according to the normal electronic products profit margin, 120 Yuan production costs, the earphone that makes at least can sell in the end market for over 500 Yuan, we naturally cannot count on that these two earphone companies will take the cost price to make the earphone as us, therefore we must safeguard certain profit margin to them.” 说罢,李牧又解释道:“说具体一点,我们现在需要把我们的耳机成本,从不到20元,提高到120元左右,我相信按照正常的电子产品利润率,120元的生产成本,生产出来的耳机至少能在终端市场卖到500元以上,我们自然不能指望这两家耳机公司会以成本价为我们生产耳机,所以我们要给他们保障一定的利润率。” „In this case, we pay 120 Yuan each strip cost, at least needs to receive in exchange the quality to be equivalent to the market 00 Yuan to the quality of 50 Yuan Sennheiser earphone, moreover we pledged to them, all has custom-made the funds earphone only to match the Mangomi 2 player sales jointly, will not take to sell alone, therefore they can also feel relieved, we will take them with low price to our product, impacts their markets again.” “这样的话,我们付给森海120元每条的成本,至少要换回品质相当于市面上00元到50元森海塞尔耳机的品质,而且我们向他们承诺,所有联名定制款耳机都只搭配mango-me二播放器销售,绝不会拿出来单独销售,所以他们也可以放心,我们会拿他们低价给我们的产品,再去冲击他们的市场。” „Normally, 1 million Mangomi 2 users, will purchase the person of brand earphone additionally possibly also less than 5%, but according to Sennheiser the percentage of entire earphone market , can only obtain these 5% li (0.5 km) 20%, converts, 1 million Mangomi 2, will normally have 10,000 people to purchase Sennheiser's earphone, but through with our cooperation, these 1 million people, will be packed to purchase Sennheiser's earphone completely, the sales volume role to Sennheiser will be very big.” “正常情况下,100万个mango-me二用户,会额外购买品牌耳机的人可能还不到5%,而根据森海塞尔在整个耳机市场的占有率来看,也就只能获得这5%里的20%,折算下来,100万个mango-me二正常情况下,只有1万人会购买森海塞尔的耳机,而通过跟我们的合作,这100万人,全部都会被打包购买森海塞尔的耳机,对森海塞尔的销量拉动作用是非常大的。” „In addition, we will also integrate in the earphone the Mangomi 2 promotions jointly, moreover we will select the method of promotion, puts to the global users, this will have strong role to their brands, if they can see this point, even the profit of earphone to them is jointly minimal, they to the opportunity of this global promotion, will still accept our cooperation.” “除此之外,我们还会把联名耳机融入mango-me二的推广中,而且我们会采用推广的方式,面向全球用户投放,这对他们的品牌会有很强的拉动作用,如果他们能看到这一点,即便是联名耳机的利润对他们而言微乎其微,他们冲着这个全球推广的机会,也会接受我们这次合作的。” Fang Xudong said: „Chief Li, if we give each Mangomi 2, the joint earphone that standard configuration has custom-made from Sennheiser, the cost of each machine must increase 100 Yuan additionally, the price advantage reduced again.” 方旭东说:“李总,如果我们给每一台mango-me二,都标配一条定制自森海塞尔的联名耳机,每台机器的成本就要额外增加100元,价格优势就再度缩小了。” Li Mu beckons with the hand: „Is unimportant, the consumer will do accounts, he can be considered as jointly the value of earphone, then puts in the total price to calculate the performance-to-price ratio it, so long as in these two enterprises has one to comply with the low profit to make the joint writer's or artist's signature earphone for us, increased 100 Yuan cost although reduced us and iPod disparity in price, but actually enlarged us and iPod disparity in performance-to-price ratio, in we ambush on the Apple path, will play the major positive role.” 李牧摆摆手:“不要紧,消费者是会算账的,他能够算得出联名耳机的价值,然后把它放入总价中计算性价比,所以只要这两家企业中有一个答应低利润为我们生产联名款耳机,增加的100元成本虽然缩小了我们与ipod在价格上的差距,但是却拉大了我们与ipod在性价比上的差距,在我们狙击苹果的道路上,会起到更大的积极作用。” Those present exclaimed in surprise all, Li Mu to cope with market value also less than 100 hundred million USD companies, made so many to prepare unexpectedly, big ecology, tunes and Mangomi 2, Sennheiser or Vitor Baia power joint earphone...... 在场的人无不惊叹,李牧为了对付一个市值还不到一百亿美元的公司,竟然做了这么多手准备,大生态、tunes、mango-me二、森海塞尔或者拜亚动力的联名耳机…… Li Mu this is not the commercial competition, he was the preparation digs to bury the corpse pit, to prepare the spear/gun and bullet as well as binds the corpse bag, preparing so many possibly is not the stance of ordinary fighting, but did not kill the stance of the opposite party vowing not to rest! 李牧这不是商业竞争,他是准备挖好了埋尸坑、准备好了枪和子弹以及裹尸袋,准备了这么多已经不可能是普通打架的架势,而是不把对方弄死誓不罢休的架势！ Then the issue came, he with this company what enmity and what resentment? 那么问题来了,他跟这个公司到底什么仇、什么怨？
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