RINAPE :: Volume #15

#1406: Payment music global distribution

LNMTL needs user funding to survive Read More

Li Mu takes seriously jointly the relevant issue of earphone, therefore Muye Science and Technology had the contact on the same day with Sennheiser as well as Vitor Baia power these two Germany Enterprises, disclosed indistinctly Muye Science and Technology intends to have custom-made over 1 million from their enterprise the intention of high-end earphone, these two enterprises reply Muye Science and Technology in the shortest time , indicating their admiration to the Muye Science and Technology this great internet enterprise, as well as to launches the anticipation of cooperation with Muye Science and Technology. 李牧非常重视联名耳机的相关事宜,所以牧业科技在当天就与森海塞尔以及拜亚动力这两家德国企业取得了联系,隐约透露了牧野科技有意从他们的企业定制超过百万副中高端耳机的意向,这两家企业纷纷在最短的时间内回复牧野科技,表明了他们对牧野科技这家伟大互联网企业的敬佩,以及对与牧野科技展开合作的期待。 Therefore, Fang Xudong reassigns the R & D personnel of four direction detections from the hardware laboratory temporarily, with the Muye Science and Technology Business team together, the preparation heads for Germany. 于是,方旭东从硬件实验室临时抽调了四名定向的研发人员,与牧野科技的商务团队一起,准备启程前往德国。 Before the team embarks, Li Mu held a small-scale conference with them, on the one hand wishes their SF Express and successfully completes the task, on the other hand also reiterated with everyone core objective that this has custom-made the earphone plan. 团队出发之前,李牧跟他们开了一个小型会议,一方面预祝他们一路顺风并且圆满完成任务,另一方面也再次跟大家重申了这个定制耳机计划的核心目标。 Has custom-made jointly earphone show operation, in various world in electronic products that take the music as the main body is also the first time. 定制联名耳机这种骚操作,在全球各种以音乐为主体的电子产品中还尚属首次。 Li Mu hopes that through joint cooperation with earphone big plant, strengthens the Mangomi 2 acoustic fidelities, as well as it performance-to-price ratio in consumer eyes, moreover through with earphone big plant jointly cooperation high-quality custom-made funds earphone, can pull open Mangomi 2 with competing core disparity, because has custom-made the funds earphone not to sell alone, if the consumer is interested in this model of unique earphone, the only channel is purchases Mangomi 2, or buys from the Mangomi 2 user hands. 李牧希望通过与耳机大厂的联名合作,来增强mango-me二的音质,以及它在消费者眼中的性价比,而且通过与耳机大厂联名合作高质量的定制款耳机,也可以拉开mango-me二与竞品的核心差距,由于定制款耳机是不单独出售的,所以如果消费者对这款独一无二的耳机感兴趣,唯一的渠道就是购买一台mango-me二,或者从mango-me二的使用者手里买。 However, Li Mu does not prepare to all Mangomi 2 matches such a custom-made earphone, he prepares Mangomi of each model 2, divides two editions, one is the ordinary version, one is the luxurious version, the ordinary version matches the Mangomi original ordinary earphone, but luxurious version, then matching future has custom-made the funds earphone jointly. 不过,李牧也不准备给所有的mango-me二都搭配一条这样的定制耳机,他准备将每一个型号的mango-me二,都划分成两个版本,一个是普通版,一个是豪华版,普通版搭配mango-me原本的普通耳机,而豪华版,则搭配未来的联名定制款耳机。 Reason that must differentiate, is mainly because the cost increases indicates that the terminal selling price will also increase, but many developing countries and areas including China, the consumer buying strength is common, therefore increased additionally Mangomi that 2 has custom-made the earphone, will fear will increase a big burden for the ordinary consumer, must therefore give them a more inexpensive choice. 之所以要进行区分,主要是因为成本增加预示着终端售价也会增加,而包括华夏在内的很多发展中国家以及地区,消费者购买力普遍不足,所以额外增加了定制耳机的mango-me二,恐将为普通消费者增加不小的负担,所以才要多给他们一个更廉价的选择。 At present, domestic music enthusiast little purchases the high-end player and earphone extremely, for uses the consumer who mp3 listens to music mostly, overwhelming majority use price below 50 Yuan ear plug earphone, earphone not over 20 Yuan that more people use, similarly, selling price expensive iPod is also ordinary in the China sales volume, the consumer who likes the music mostly has not even hated flowered several hundred Yuan to buy mp3, frequently over a thousand several thousand Yuan iPod even, in Mainland are only the choices of few high-end player. 眼下,国内的音乐爱好者极少购买高端播放器以及耳机,对大部分使用mp3听歌的消费者来说,绝大部分都在使用价格在50元以下的耳塞式耳机,其中更多人使用的耳机不超过20元,同样的,售价昂贵的ipod在华夏销量也非常一般,大部分喜欢音乐的消费者甚至还不舍得花几百块钱买一个mp3,动辄上千甚至数千元的ipod,在内地只是极少数高端玩家的选择。 However in the Western developed country, the sales volume of iPod this type of high-end player is very astonishing, several hundred USD selling prices to music enthusiast of developed country are not a big number, but the iPod succinct design, the tremendous storage space, the outstanding acoustic fidelity and big on compelling standard, have the consumer who the ability bears to these, has the enormous attraction. 但是在西方发达国家,ipod这种高端播放器的销量还是非常惊人的,几百美元的售价对发达国家的音乐爱好者来说并不是一笔大数目,而ipod简洁的设计、巨大的存储空间、优秀的音质以及高大上的逼格,对这些有能力负担的消费者来说,拥有极大的吸引力。 However, even Apple iPod, its hardware cost still main centralized in fuselage, the necessary earphone quality relatively is also ordinary, the acoustic fidelity is not outstanding, at best is also a hundred Yuan earphone level. 不过,即便是苹果ipod,它的硬件成本也主要集中在了机身本身,配套的耳机质量也相对一般,音质并不出众,充其量也就是百元一条的耳机水准。 Increased had custom-made Mangomi of earphone 2 jointly, the main objective was to conduct with it in the iPod target market competes directly, when the time comes, the custom-made earphone will become important part of Mangomi 2 steamroll iPod jointly in the acoustic fidelity, moreover Apple wants to try to catch up, needed very long time window. 增加了联名定制耳机的mango-me二,主要目标就是在ipod的目标市场与它进行正面竞争,到时候,联名定制的耳机将成为mango-me二在音质上碾压ipod的重要一环,而且苹果想迎头赶上,需要很长的时间窗口。 If Apple discovered when the time comes used had custom-made Mangomi of earphone 2 with the well-known manufacturer jointly, led iPod to be many in the acoustic fidelity, the Apple coping style only then two types, or the price cut, either pursued, Li Mu most did not fear it to reduce prices, if Apple dares to cut the iPod price to the zero profit even extremely low profit, that Apple choked to death oneself money path, therefore, the Apple truly effective coping style was only left over to pursue this. 如果苹果到时候发现采用了与知名厂商联名定制耳机的mango-me二,在音质上领先了ipod很多,苹果的应对方式只有两种,要么降价,要么追赶,李牧最不怕它降价,如果苹果敢把ipod的价格降低到零利润甚至极低利润,那苹果自己就把自己的钱路掐死了,所以,苹果真正有效的应对方式就只剩下追赶这一条。 But, on the hardware wants to pursue is not easy, what Li Mu is first certain, Apple do not have the earphone production line, to promote the Apple earphone, then it can do, is the request does the earphone OEM (original equipment manufacturer) supplier enterprise to promote the Apple earphone for them, this is not the matter that within several days can complete, even if starts hastily, feared also takes at least several weeks. 可是,硬件上想追赶可没那么容易,李牧首先可以肯定的是,苹果自己没有耳机生产线,如果想升级苹果耳机,那么它能做的,就是委托为他们做耳机代工的企业对苹果耳机进行升级,这不是几天之内就能完成的事情,哪怕是仓促上马,怕是也需要至少几个星期的时间。 Moreover, the promotion earphone, means increase of integration cost to Apple, Apple the cost, if some additionally increasing passes the burden to the consumer on, disadvantage of that iPod in price will increase, if Apple shoulder some costs, then its room for profits greatly will be affected. 而且,升级耳机,对苹果来说就意味着综合成本的增加,苹果如果把这部分额外增加的成本转嫁到消费者身上,那ipod在价格上的劣势将会加大,而如果苹果自己扛这部分成本,那它的利润空间又会受到巨大的影响。 Those words, Li Mu of present stage can lose money to make the business of player, but Apple of present stage is not good, this is its Achilles'heel! 还是那句话,现阶段的李牧可以赔钱做播放器的买卖,但现阶段的苹果不行,这就是它的死穴！ ...... …… Went to the small team of Germany to embark, Li Mu must make the final preparation for the matter that YY tunes got online, was most important, confirmed the YY tunes payment flow finally, as well as payment channel. 前往德国的小团队出发了,李牧还要为yytunes上线的事情做最后的准备,其中最重要的,就是最后确认yytunes的支付流程,以及支付渠道。 In the overseas copyright protection effort enormous country and area, for popular of music payment is very high, but the traditional payment way is to purchase the genuine entity special edition, the magnetic tape or cd and damn, Apple iTunes just starts to try the online music payment this year, the present slightly has the result, but only started shortly after all, but also is immature, the opportunity that therefore YY tunes surpasses is very big. 在海外版权保护力度极大的国家与地区,为音乐付费的普及度是非常高的,但传统的付费方式就是购买正版实体专辑,无论是磁带还是cd、md,苹果的itunes今年刚开始尝试在线音乐付费,现在算是小有成效,但毕竟是刚刚起步不久,还未成熟,所以yytunes赶超的机会很大。 Because the Muye Science and Technology popularity globally is extremely high, the subscriber is the internet domain first, therefore YY tunes has very strong attraction to the record company, therefore the attraction of Muye Science and Technology to record company was much greater than only started to make Apple of online music store, when Muye Science and Technology related with these record companies, hopes that was under their authorizations to conduct the online music sale, and conducted gain sharing with them, almost no record company refused to cooperate, compares Apple, part of record companies are also in hesitant and wait and see the stage, therefore, YY tunes has not gotten online, its copyright storehouse on has exceeded just. Start Apple. 由于牧野科技在全球范围的知名度极高,用户数量更是互联网领域第一,所以yytunes对唱片公司有着非常大的吸引力,所以牧野科技对唱片公司的吸引力远大于刚刚起步做线上音乐商店的苹果,当牧野科技跟这些唱片公司联系,希望得到他们的授权来进行线上音乐销售,并且与他们进行利润分成的时候,几乎没有一家唱片公司拒绝合作,相比苹果,一部分唱片公司目前还处于犹豫和观望阶段,所以,yytunes还没上线,它的版权库就已经超越了刚刚起步的苹果。 At present, YY tunes has attained the copyright authorizations of world's most record companies, and conducted the comprehensive digitization these music, in the meantime, the technical personnel according to the Li Mu's request, in YY tunes oneself database, saved three different editions, three editions base on the acoustic fidelity to divide, respectively is: The standard, is high and is extremely high. 眼下,yytunes已经拿到了全球绝大多数唱片公司的版权授权,并且将这些音乐进行了全面数字化,同时,技术人员按照李牧的要求,在yytunes自己的数据库里,存储了三个不同的版本,三个版本是基于音质进行划分的,分别为:标准、较高、极高。 But the YY tunes music sale way is divided into two types: download(ing) purchase, hiring by the month purchase. 而yytunes的音乐销售方式分为两种:下载购买,包月购买。 In YY tunes, single bent/tune as well as special edition download(ing) needs to purchase alone, but the words of online audition, only need to pay for a fixed expense monthly then, but the online audition does not need for the independent song payment, only to need to pay certain amount every month, can become the YY tunes member, free online listens to bent/tune Kunei the random song. 在yytunes里,单曲以及专辑的下载是需要单独购买的,而在线试听的话,只需要按月支付一笔固定的费用即可,而在线试听不需要为单独的歌曲付费,只需要每月支付一定的金额,就可以成为yytunes的会员,免费在线听曲库内任意一首歌曲。 Just like iTunes, YY tunes also adopted conducted gain sharing with the record company according to 3 : 7 proportion, for example, a download(ing) pricing of song was 0.99 USD, each song by payment download(ing), the record company will be taken away 0.69 USD, gave the record company most profits, gave the record company to bring more digital right income by this, thus upgraded the music industry the overall scale. 和itunes一样,yytunes也采取了与唱片公司按照3:7的比例进行利润分成,例如,一首歌曲的下载定价为0.99美元,每一首歌被付费下载,唱片公司将拿走0.69美元,将大部分的利润给到唱片公司,以此来给唱片公司带来更多的数字版权收入,从而提升音乐产业的整体规模。 But dividing up money of hiring by the month, what with is the Li Mu design „broadcast divides up money” logic, for example the YY tunes hiring by the month expense is 9.9 USD, in June of this year 10 million user hiring by the month, have 9900 ten thousand USD hiring by the month income in June, according to 3 : 7 assignment proportion, these must apportion the amount of record company altogether is 6930 ten thousand USD, but early July time, the platform will calculate the hiring by the month broadcast number of times of June, for example, the entire platform has 10 million hiring by the month users, in passed June, altogether had 1 billion broadcasts, then with apportioning 6930 ten thousand USD of record company, divides 1 billion times, calculates. The single broadcast should give revenue share of record company. 而包月的分账,采用的是李牧设计的“播放次数分账”逻辑,例如yytunes包月费用为9.9美元,今年6月份有一千万用户包月,6月份产生了9900万美元的包月收入,按照3:7的分配比例,这其中要分给唱片公司的金额一共是6930万美元,而7月初的时候,平台会对6月份的包月播放次数进行核算,例如,整个平台有一千万的包月用户,在已经过去的6月份里,一共产生了十亿次播放,那么就用分给唱片公司的6930万美元,除以十亿次,来计算单次播放应该给唱片公司的收入分成。 Takes the hiring by the month user single broadcast that this calculates to divide up money for 0.069 USD, if some record company altogether were authorized 20000 songs, in June these 20000 songs altogether broadcast 2 million times, then this/should company will yield 138600 USD share incomes in June, if single bent/tune of some popular singer altogether broadcast 10 million times in June, is only this single tune share in one month, can achieve 69 ten thousand USD. 以此计算出的包月用户单次播放分账为0.069美元,如果某家唱片公司一共授权了20000首歌,6月份这20000首歌一共播放了200万次,那么该公司将在6月份获得138600美元的分成收益,如果某个热门歌手的单曲在6月一共播放了1000万次,那么只是这一首单曲在一个月内的分成,就能达到69万美元。 This set „broadcast divides up money” the settlement logic, obtained the approvals of all record companies, they also worried the assignment of hiring by the month income can have non-uniform, the unfair phenomenon, but based on this set of settlement logic, they did not need to be worried completely. 这套“播放次数分账”的结算逻辑,得到了所有唱片公司的认可,他们原本还担心包月收入的分配会出现不均匀、不公平的现象,但基于这套结算逻辑,他们就完全不用担心了。 Li Mu makes all these, not only to ambush Apple, to support the development of music industry, this came from him to creating, and absolute respect of intellectual property. 李牧做这一切,不只是为了狙击苹果,也为了支持音乐产业的发展,这源自他对创作,以及知识产权的绝对尊重。 In order to strengthen the promotion of music industry, Li Mu also opened the independent musician the way that in YY tunes specially applied to move into, if there is an independent musician to hope that sold own music through YY tunes, he can in the backstage application musician account number, and uploads oneself music content, after the verification, his song the on the shelf in YY tunes, the independent musician can through in the YY tunes sale music, promote own income. 为了增强对音乐产业的促进,李牧还特意在yytunes开放了独立音乐人申请入驻的路径,如果有独立音乐人希望通过yytunes来销售自己的音乐,他可以在后台申请音乐人账号,并上传自己的音乐内容,在经过审核之后,他的歌曲就会在yytunes中上架,独立音乐人可以通过在yytunes销售音乐,来提升自己的收入。 The life of most original singers are embarrassed, incessantly Mainland so, the entire world is so, does not have the company packing, not to have the original singer of financial support regarding one, if he wants to record an original song, must first first complete the song and poem creation, then oneself try to compose, or spends to hire person to compose, after to compose completes, but also wants the spending employed job musician to come for oneself to record the accompaniment, for example the guitar, Bess, drums, keyboards as well as other instrumental music, and sound, after the musician collect, then pays an amount to be used to rent the taping room, after taping room record and late processing, then makes the recording, many original singer record. A song loses everything, recorded a whole piece special edition not to mention. 大部分原创歌手的生活非常窘迫,不止内地如此,全世界都是如此,对于一个没有公司包装、没有资金支持的原创歌手,如果他想录制一首原创歌曲,首先要先完成词曲创作,然后自己尝试编曲,或者花钱雇人编曲,在编曲完成之后,还要花钱雇佣职业乐手来为自己录制伴奏,例如吉他、贝斯、鼓、键盘以及其他器乐、和声,乐手凑齐之后,再支付一笔金额用来租用录音棚,由录音棚录制、后期加工之后,再灌制成唱片,很多原创歌手录制一首歌就倾家荡产,更别提录制一整张专辑了。 Regarding such musician, they most need, is one goes to the realization with the music the channel, otherwise, when their creations cannot obtain to return, they are very difficult to continue to insist that again oneself music path, may say goodbye to the music very much, but the song that he can create will also abort, no one knows, sits in front of the computer writes the code, or brushes the fellow of tray in the hotel, if takes the music path, can bring many music of pleasant to hear to the people. 对于这样的音乐人,他们最需要的,就是一个用音乐去变现的通道,否则,当他们的创作得不到回报,他们就很难再继续坚持自己的音乐道路,很有可能就此告别音乐,而他原本能创作出来的歌曲也将胎死腹中,谁也不知道,一个坐在电脑前写代码,或者一个在饭店刷盘子的家伙,如果走上音乐道路,能给群众带来多少好听的音乐。 However, to these people, the traditional form music realization is too difficult, he can only through sign to realize with the record company, but now, they can realize the fast realization through YY tunes . Moreover, YY tunes will back on the YY powerful current capacity in the future, certainly can become an original musician from the grassroots to being lucky opportunity platform. 但是,对这些人来说,传统形式的音乐变现太困难,他只能通过与唱片公司签约才能实现,而现在,他们可以通过yytunes来实现快速变现了,而且,yytunes将来背靠yy的强大流量,一定能够成为一个原创音乐人从草根到走红的机会平台。 However, these charge ways, in Stage 1 that YY tunes gets online, is only economically developed, the country and area that or the copyright protection pass through carry out, but this is mainly the Western developed country, as well as Japan & South Korea. 不过,这些收费方式,在yytunes上线的第一阶段,仅在经济发达,或者版权保护过关的国家与地区推行,而这主要是西方发达国家,以及日韩。 Therefore, payment channel that at present YY tunes adopts, the core by PayPal that USD settles accounts, next was visa and master-card respective credit card electronic payment channel, although Alipay also connects YY tunes, but Li Mu estimated that Alipay will basically not have many users to use, this was mainly because, he was clear, the present stage will be impossible to expect the China Internet users for the online music payment. 所以,目前yytunes采取的支付通道,核心是以美元结算的paypal,其次是visa和master-card各自的信用卡电子支付通道,虽然支付宝也接入进了yytunes,但李牧预估支付宝基本上不会有多少用户使用,这主要是因为,他心里清楚,现阶段不可能奢望华夏网民会为在线音乐付费。 But in China, YY tunes by „the YY music” the name promotes, Stage 1 of getting online is completely free. 而在华夏,yytunes以“yy音乐”的名字推出,上线的第一阶段是完全免费的。 Reason that is completely free , because Li Mu knows in heart, if the YY music collects fees internally forcefully, that basically result one: Death, moreover quick of death. 之所以完全免费,是因为李牧心里有数,如果yy音乐在国内强行收费,那基本上结局就一个:死,而且死的很快。 The domestic intellectual property protection could not have achieved to cease the degree of pirating, even the crackdown effort to pirating is also only the flexure itchy stage, what is more important, the domestic user present stage should the free concept be deep-rooted to the online music, does not have the charge soil. 国内的知识产权保护还远达不到杜绝盗版的程度,甚至对盗版的打击力度也还只是挠痒痒的阶段,更重要的是,国内的用户现阶段对在线音乐应该免费的概念根深蒂固,根本不具备收费的土壤。 In this regard, Li Mu are also very helpless, but also has no effective means that therefore can only be first free, making the user accept the free genuine music, in the future the market and legal condition permitted, then carries out the payment music. 关于这一点,李牧自己也很是无奈,但是又没有任何行之有效的办法,所以只能先免费,让用户接受免费正版音乐,等将来市场以及法律条件允许了,再推行付费音乐。 In order to let the record company is willing to provide the free online audition as well as download(ing) in the China area and to the China user, Li Mu additionally built several advertisement sectors in the YY music specially, in the future these advertisements will be used to aim at large-scale, to have enough social credit enterprise completely to make the charge advertisement, the advertizing revenue will take the subsidy record company completely, at the appointed time, with „broadcast and download(ing) number of times divide up money” duel mode, comes to assign the advertizing cost to the major record companies fair and just. 为了让唱片公司愿意在华夏地区、对华夏用户提供免费的在线试听以及下载,李牧专门在yy音乐里增设了几个广告版块,将来这些广告将全部用来针对中大型、有足够社会信用的企业做收费广告,广告收入将全部拿出来补贴唱片公司,届时,将采用“播放次数、下载次数分账”的双模式,来公平公正的将广告费用分配给各大唱片公司。 The advertizing revenue compared the payment income to be naturally short, these record companies at heart also clear, as the matter stands, actually also divided is less than too much money, at least the income scale lacked the imaginary space, but traded a dimension to view the issue the words, all suddenly saw the light. 广告收入相比付费收入自然少了许多,这些唱片公司心里也清楚,这样一来,其实也分不到太多钱,起码收入规模缺乏想象空间,但是换一个维度看问题的话,一切就豁然开朗了。 After all now does not have a record company to be able in the world in China, particularly gains in China Mainland to the digital right income, the severe impact that because the music product income also pirates but are miserable, therefore, if not comply with the Li Mu's cooperation plan, their music in the China network by audition and by download(ing), moreover no one gives them the 10 cents, Li Mu will also bring the subsidy the advertizing revenue at least completely they, who won't be able to pass with money? 毕竟现在全世界没有一家唱片公司能够在华夏,尤其是在华夏内地赚到数字版权收入,音乐制品收入也因为盗版的强烈冲击而少得可怜,所以,如果不答应李牧的合作方案,他们的音乐还是会在华夏的网络上被试听、被下载,而且没人给他们一毛钱,李牧起码还会把广告收入全部拿来补贴他们,谁会跟钱过不去呢？ The present stage, Apple iTunes only developed the music payment business in the US (America) native place, they are being the stage of crossing the river while feeling the stones now, according to the path of historical development, they this operations expansion Britain, will gradually develop more countries next year subsequently, but, to Muye Science and Technology, there is a YY such globalization product to make the support, there is already a globalized data processing center that builds to complete, YY tunes in online Stage 1, can in North America, Western Europe, Australia and Japan & South Korea synchronization start payment business, this speed, to Apple of present stage, absolutely be the instant kill level. 现阶段,苹果的itunes只在美国本土开展了音乐付费业务,它们现在正出于摸着石头过河的阶段,按照历史发展的轨迹,明年他们才会将这项业务拓展到英国,继而逐渐拓展到更多的国家,但是,对牧野科技来说,有yy这样的全球化产品做支撑,又有已经搭建完成的全球化数据处理中心,yytunes在上线的第一阶段,就可以在北美、西欧、澳洲以及日韩同步启动付费业务,这个速度,对现阶段的苹果来说,绝对是秒杀级的。
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