RINAPE :: Volume #15

#1410: Sennheiser's sincerity

LNMTL needs user funding to survive Read More

About ipo, Li Mu has his own rhythm. 关于ipo,李牧有他自己的节奏。 Present stage entire Muye Science and Technology number of users, product influence and earning ability stable growth, company, regardless of appraises from any aspect, radically with being short of money two character it doesn't matter, but present stage, does not need massive capital to enter, supports full power of Muye Science and Technology in market to wallop, in other words, at present in the industry that Muye Science and Technology gets involved , the opponents who around the world, can make truly do not have. 现阶段整个牧野科技的用户数、产品影响力、营收能力都在稳定增长,公司无论从任何方面来评估,根本就跟缺钱俩字没有关系,而现阶段,也并非需要大量资本进入,来支持牧野科技在市场上的全力猛冲,换句话说,眼下在牧野科技涉足的行业里,全世界范围内,一个真正能打的对手都没有。 So-called can hit truly, does not direct a small unit to fight two guerrilla warfares casually, but is both sides truly in a level line, various group of armies deploy troops and form lines, then hits life and death, or the big campaign of the winner is the king. 所谓的真正能打,不是随便指挥一只小部队打两场游击战,而是双方真正在一个水平线上,各路大军排兵布阵,然后打一场你死我活,或者胜者为王的大战役。 Therefore, Li Mu must push the ipo rhythm again in the future, at least advances YY tunes to seize completely iTunes all non- Apple users, advances Mangomi to replace iPod comprehensively, intercepts the Apple cash flow, subsequently makes their entire company fall into the mire that the loss loses money again. 所以,李牧要把ipo的节奏再往后推一推,起码推到yytunes把itunes所有的非苹果用户全部抢占一空,推到mango-me全面取代ipod,截住苹果的现金流,继而让他们整个公司陷入亏损再亏损的泥沼。 If iPod loses, if iTunes also sinks to the sea, Apple all product lines will be in a state of anemia, regardless of their products in some future big potential, immediately, must die exactly. 如果ipod折戟,如果itunes也沉入大海,苹果所有的产品线都会陷入贫血状态,无论他们的产品在未来有多大的潜力,活不过当下,就必须要死。 In fact, Apple gets online in YY tunes, in front of the user receives the high praise, feels the immediate danger from Muye Science and Technology immediately. 事实上,苹果在yytunes上线,并且在用户面前备受好评的时候,就立刻感受到了来自牧野科技的直接威胁。 First what affected is the stock price, this week in the final two trading days, the Apple stock price from 8.68 USD, falls 7.36 USD, the decline ranges of two trading days achieved 15%, this to Apple, and Apple back capital and investor, is an enormous attack. 首先受影响的是股价,本周最后的两个交易日内,苹果的股价从8.68美元,一路下跌到了7.36美元,两个交易日的跌幅达到了15%,这对苹果,以及苹果背后的资本和股民来说,是一个极大的打击。 7.36 estimate of USD, close to one month ago stock price in Apple Corporation, recently this month, because iTunes -store the business growth is gratifying, the Apple stock price had the substantive growth, rises from 7.3 USD to 8.68 USD, the increase achieves 20%, however one month of effort, two days has fallen the original form. 7.36美元的估价,接近于苹果公司一个月前的股价,最近这一个月,正是因为itunes-store的业务增长喜人,苹果股价才有了较大幅度的增长,从7.3美元涨到8.68美元,涨幅达到20%,但是一个月的努力,两天就已经跌回了原形。 What is more fearful, no one will know this weekend, what news Muye Science and Technology as well as YY tunes will also bring, if will continue to blow out to the iTunes disadvantageous news, under that Monday trading day, the Apple stock price must drop sharply. 更可怕的是,谁也不知道这个周末,牧野科技以及yytunes还会带来什么样的消息,如果持续爆出对itunes不利的新闻,那下个周一交易日,苹果的股价还要大跌。 But in this weekend, Muye Science and Technology dispatches the team of Germany to start with Sennheiser specially, as well as Vitor Baia power these two enterprises spoke face-to-face. 而就在这个周末,牧野科技专门派往德国的团队已经开始和森海塞尔,以及拜亚动力这两家企业面谈。 The global earphone market, the overall scale is not actually big, in addition also only then billions USD markets, moreover considerably large part, is not the specialized earphone manufacturing firm, this is because many users had not been trained to purchase the consumption habit of earphone alone . Moreover, music player product that they purchase, some scale production manufacturer first wives with the part, for example Sony alkman sales volume is very big, but overwhelming majority alkman users use when is purchases alkman matches machine the sony earphone, in this case, other will select and purchase a user of earphone to be few again. 全球耳机市场,其实整体规模并不算大,加起来也只有几十亿美元的市场,而且这其中相当大的一部分,都不属于专业的耳机制造企业,这是因为很多用户根本就没有被培养出单独购买耳机的消费习惯,而且,他们购买的音乐播放器产品,都有各大生产厂商原配的配机件,比如索尼alkman销量很大,但绝大部分alkman用户使用的都是购买alkman时的配机sony耳机,在这种情况下,会再另外选购一条耳机的用户很少。 After the matched machine earphone occupied the most market, the remaining small some open market competitions are exceptionally fierce, completely stemming from a condition of not enough to go around, therefore Sennheiser, is the Vitor Baia power, fame of although in the earphone fan circle is very big, but the actual company mass in the international market also can only be a mid-sized enterprise, even is the small and medium-sized enterprise, therefore when facing the Muye Science and Technology like this giant enterprise, is incomparable to the cooperation anticipation that possibly launches. 在被配机耳机占据了大半市场之后,剩下的小部分自由市场竞争异常激烈,完全是出于一种狼多肉少的状态,所以无论是森海塞尔,还是拜亚动力,虽然在耳机爱好者圈内名气很大,但实际的公司体量在国际市场上也就只能算是个中型企业,甚至是中小型企业,所以在面对牧野科技这样的巨型企业时,都对可能展开的合作期待无比。 In the Sennheiser's headquarters in Hanover, after the Muye Science and Technology team and Sennheiser's high level meet, first cooperation intention and detail demand of Muye Science and Technology, to Sennheiser's high-level team explained that then told them, if they can accept the Muye Science and Technology cooperation condition, then by Chairman Muye Science and Technology Li Mu, will then come through the conference call with their direct communication. 在森海塞尔位于德国汉诺威的总部,牧野科技的团队与森海塞尔的高层碰面之后,先将牧野科技的合作意向以及细节需求,向森海塞尔的高层团队解释了一遍,然后告诉他们,如果他们能接受牧野科技的合作条件,那么接下来将由牧野科技董事长李牧,通过视频会议来跟他们直接沟通。 Hears Li Mu directly to participate in this matter, Sennheiser's high level then attaches great importance to this negotiations, although Muye Science and Technology has not put forward the condition, however in them, has completed must accept in any event, and enclasps the decision of Muye Science and Technology thigh. 一听到李牧直接参与这件事情,森海塞尔的高层便对这次谈判更加重视,虽然牧野科技还没有提出条件,但是在他们心里,已经做好了无论如何都要接受,并且抱紧牧野科技大腿的决定。 Muye Science and Technology team person in charge, altogether proposed the cooperation intentions of five Muye Science and Technology to Sennheiser's high level: 牧野科技的团队负责人,一共向森海塞尔的高层提了五点牧野科技的合作意向: First, both sides develop a model of earphone, earphone the market selling price sector of overall quality correspondence should jointly in 60-70 USD about ; 第一,双方开发一款联名耳机,耳机的整体质量对应的市场售价区间应该在60-70美元左右; Second, Muye Science and Technology does not have the strength and technology of acoustics hardware research accumulates, therefore the joint earphone of this development, the research and development effort will be completed by Sennheiser independently, Muye Science and Technology only gives certain opinion ; 第二,牧野科技没有声学硬件研究的实力与技术积累,所以这次开发的联名耳机,研发工作将由森海塞尔独立完成,牧野科技只给予一定的意见; Third, the exterior design is coordinated to be completed by Sennheiser and Muye Science and Technology ; 第三,外观设计由森海塞尔与牧野科技配合完成; Fourth, although is the joint exploitation joint writer's or artist's signature, but the product does not cooperate to sell, but is matched the Mangomi 2 bundle sales by Muye Science and Technology, therefore Muye Science and Technology and Sennheiser's partnership model adopts the way of pricing purchase, hoping Sennheiser can cut the producing goods price to the full, based on ensure quality, the producing goods price had better be able control in 15-20 USD about ; 第四,虽然是合作开发的联名款,但产品并非合作发售,而是由牧野科技搭配mango-me二捆绑销售,所以牧野科技与森海塞尔的合作模式采取定价采购的方式,希望森海塞尔能够最大限度降低出货价格,在保证质量的基础上,出货价格最好能够控制在15-20美元左右; Fifth, Muye Science and Technology attaches great importance to Mangomi 2, at the appointed time not only YY and YY net can spare no effort promotes, YY tunes will also coordinate with it depth, therefore, the Mangomi 2 sales volumes and sensitometries have the absolute safeguard, if Sennheiser complies with first four, Muye Science and Technology certainly in the overall quantity of delivery, as well as in the brand, will give Sennheiser greatly to return. 第五,牧野科技对mango-me二非常重视,届时不但yy和yy网会不遗余力的进行推广,yytunes也会与之深度配合,所以,mango-me二的销量以及曝光度是有绝对保障的,如果森海塞尔答应前四条,牧野科技一定会在总体出货量,以及品牌知名度上,给予森海塞尔巨大的回报。 The Sennheiser's CEO Mill after listening, has almost nothing scruple took a stand at the scene: „Gentlemen, Sennheiser are willing to carry out in -depth cooperation with Muye Science and Technology, totally accepts your cooperation requirements, moreover I believe that by Sennheiser's strength, absolutely is the Muye Science and Technology best partner candidate, does not have one.” 森海塞尔的ceo穆勒在听完之后,几乎没有任何迟疑的就当场表态:“先生们,森海塞尔非常愿意与牧野科技进行深度合作,也完全接受你们的合作要求,而且我相信以森海塞尔的实力,绝对是牧野科技最好的合作伙伴人选,没有之一。” In Mill, the cooperation intention of Muye Science and Technology, to Sennheiser simply is the pork pie that the space falls, If nothing else, at the Muye Science and Technology brand, will only bring the huge promotion to Sennheiser's brand value, not to mention Mangomi 2 will bring the big sales volume to Sennheiser. 在穆勒心里,牧野科技的这次合作意向,对森海塞尔来说简直就是天上掉下来的大馅饼,别的不说,光是以牧野科技的品牌知名度,就会给森海塞尔的品牌价值带来巨大提升,更不用说mango-me二会给森海塞尔带来多大的销量了。 Although this cooperation, Sennheiser's direct room for profits may be extruded part, but overall, brings only benefit , and no harm whatsoever absolutely. 虽说这次合作,森海塞尔的直接利润空间可能会被挤压掉一部分,但是整体看来,绝对是有百益而无一害。 At this time, Muye Science and Technology leading team leader said with a laugh said: „Mr. Mill, we naturally trusts Sennheiser's strength, but some details must further communicate.” 这时,牧野科技的带队组长笑着说道:“穆勒先生,我们对森海塞尔的实力自然是非常信任的,不过有些细节问题还是要更进一步沟通。” Mill nods, said: „Regardless of any issue, please say although, we will certainly try to solve, facilitates among us cooperation.” 穆勒点了点头,说:“无论任何问题,请尽管说出来,我们一定会尽全力解决,来促成我们之间的合作。” „Then through the conference call, comes with directly to discuss by our chairman and CEO Mr. Li Mu.” “接下来还是通过视频会议,由我们的董事长兼ceo李牧先生来跟诸位直接谈吧。” Mill hastily said: „Can with Mr. Li Mu the conference call, be really honored!” 穆勒急忙说道:“能跟李牧先生视频会议,实在是太荣幸了！” The after projecting apparatus as well as sound of notebook connection conference room, Muye Science and Technology leading person in charge connected Li Mu's work YY, after the video puts through, he to is sitting Li Mu in Muye Science and Technology office said: „Chief Li, Mr. Sennheiser's CEO Mill had accepted our cooperation intention initially, following concrete detail, you whether can communicate with Mr. Mill personally?” 笔记本连接会议室的投影仪以及音响之后,牧野科技的带队负责人连通了李牧的工作yy,在视频接通之后,他向正坐在牧野科技办公室里的李牧说道:“李总,森海塞尔的ceo穆勒先生已经初步接受了我们的合作意向,后续具体的细节,您是否要亲自跟穆勒先生沟通？” Li Mu nods: „The following matter, I come to discuss with him.” 李牧点点头:“后续的事情,我来跟他谈吧。” Muye Science and Technology leading person in charge then transferred a direction the computer, to Mill as well as Sennheiser's other leaders, quite makes Li Mu be able through the camera of notebook bringing to see them. 牧野科技的带队负责人便将电脑转了个方向,对着穆勒以及森海塞尔的其他领导,好让李牧能够通过笔记本自带的摄像头看到他们。 Mill sees Li Mu on the screen, immediately warm gave regards with him in English: „Hello, Mr. Li Mu, admiring you are very long, is honored to be able very much with your video call!” 穆勒在屏幕上看到李牧,立刻热情的用英语跟他问好:“您好,李牧先生,仰慕您已经很久了,很荣幸能够与您视频通话！” Li Mu shows a faint smile, similarly said in English: „Hello Mr. Mill, knew that you were very happy.” 李牧微微一笑,同样用英语说:“你好穆勒先生,认识你很高兴。” Mill somewhat said anxiously: „Mr. Li Mu, we have listened to your staff to introduce cooperation intention of Muye Science and Technology, what I want to say that Sennheiser anticipates with you, the cooperation with Muye Science and Technology, hopes that can carry out this cooperation as soon as possible, hopes that Sennheiser can sell to provide help in one's power for the Mangomi 2 world!” 穆勒有些紧张的说:“李牧先生,我们已经听您的员工介绍了牧野科技的合作意向,我想说的是,森海塞尔非常期待与您、与牧野科技的合作,也非常希望能够尽快落实这个合作,更希望森海塞尔能够为mango-me二的全球发售提供力所能及的帮助！” Li Mu said with a smile: „About this cooperation, I also has some quite thin issue to want with Mr. Mill to determine clearly.” 李牧笑道:“关于这个合作,我还有一些比较细的问题想跟穆勒先生确定清楚。” Mill hastily said: „Please say.” 穆勒急忙道:“您请说。” Li Mu said: „Is this, our product estimates will start in the next one to two month go on the market, if we cooperate, our time are very urgent, first need us to start the design as soon as possible, and complete the plan, are in the production base, in the meantime, we will need Sennheiser in the next month, will deliver at least 1 million custom-made earphones to Muye Science and Technology, and after that one month, will continue to Muye Science and Technology delivers 3 million.” 李牧道:“是这样,我们的产品预计在未来一到两个月内就会启动上市,所以如果我们合作的话,我们的时间还是很紧迫的,首先需要我们双方尽快启动设计,并且完成方案,然后进入生产阶段,同时,我们需要森海塞尔在未来的一个月之内,向牧野科技交付至少一百万条定制耳机,并且在其后的一个月内,继续向牧野科技交付三百万条。” Mill thinks, said: „ This is mainly designs and manufactures the issues of two links, designs the aspect we to start the exterior design as soon as possible, this aspect we have very rich experience . Moreover the design proposals of many reserves, can take when the time comes verify the choice by you and Muye Science and Technology, if smooth, I believe for one week to carry out ; 穆勒想了想,道:“这主要就是设计和生产两个环节的问题,设计方面我们可以尽快启动外观设计,这方面我们有非常丰厚的经验,而且还有很多储备的设计方案,到时候都可以拿出来由您和牧野科技来审核挑选,如果顺利的话,我相信一周内就可以落实; Besides the exterior design, earphone my industrial design, this point I felt, we can best, most receive the earphone of market approval to take directly at present in 60-70 USD price sales volumes us, the industrial command post disposition scheme of use this model of earphone, the acoustic fidelity most has the safeguard as before as the matter stands, moreover we can also coordinate Muye Science and Technology, when the foreign propaganda, told the consumer directly, this model of jointly earphone, and we at present selling price 60 USD and sales volume best earphones, what with was the completely same hardware, as the matter stands, on the one hand saved the design time, on the one hand safeguarded the earphone acoustic fidelity, on the other hand can also strengthen the approval of consumer.. ” 除了外观设计之外,还有耳机自身的工业设计,这一点我觉得,我们可以直接把我们目前在60-70美元价位销量最好、最受市场认可的耳机拿出来,依旧使用这款耳机的工业配置方案,这样一来音质最有保障,而且我们也可以配合牧野科技,在对外宣传的时候,直接告诉消费者,这款联名耳机,与我们目前售价60美元、销量最好的耳机,采用的是完全一样的硬件,这样一来,一方面节省了设计时间,一方面保障了耳机音质,另一方面还能增强消费者的认可度。” Li Mu hears here, immediately nods saying: „Mr. Mill, this solution is good, if we determine the cooperation, Muye Science and Technology to the outside world will also issue that similar announcement, we send the announcement to confirm, the credibility is higher.” 李牧听到这里,立刻点头说道:“穆勒先生,这个解决方案非常好,如果我们确定合作,牧野科技也会向外界发布类似的公告,我们双方发公告确认,可信度就更高一些。” Mill said excitedly: „If Mr. Li Mu you approves this plan, that was good.” 穆勒兴奋的说:“如果李牧先生您认可这个方案,那就再好不过了。” Li Mu also asked him: „Design can use this plan, that production?” 李牧又问他:“设计方面可以采用这个方案,那生产方面呢？” Mill hastily said: „ Production does not have the issue, our Sennheiser is like many other enterprises at present, the earphone product is the independent research and development, then hands over by Japan reaches OEM (original equipment manufacturer) supplier abundantly, but we only hand over the low-and-middle product by reach OEM (original equipment manufacturer) supplier abundantly, the high-end product and flagship product in the German indigenous production, 60-70 USD earphones that you said that is in the high-end category, will therefore produce in Germany directly ; 穆勒急忙道:“生产也没有问题,我们森海塞尔目前和其他很多企业一样,耳机产品都是独立研发,然后交由日本丰达代工,不过我们只把中低端产品交由丰达代工,中高端产品以及旗舰产品在德国本土生产,您说的60-70美元的耳机,已经是中高端范畴内了,所以将直接在德国生产; The capacity of German production line has certain redundancy, said by you a moment ago, first month 1 million, the times moon/month 3 million output velocities, we can definitely safeguard, if we determine the cooperation, we can start project work, while promotes our originally high-end product simultaneously the output velocity, first squeezes the pinnacle the capacity in the window period of earphone design stage jointly, as the matter stands, waits for the earphone to start the production jointly the time, we can have enough capacity support! If you have the demand of temporary improvement capacity, Sennheiser can suspend the production of product, all invests the capacity, first safeguards the Muye Science and Technology demand! ” 德国生产线的产能是有一定冗余的,以您刚才所说,首月一百万,次月三百万条的生产速度,我们完全可以保障,如果我们确定合作,我们会一边启动设计工作,一边同时提升我们原本中高端产品的生产速度,先在联名耳机设计阶段的空窗期里把产能压榨到极致,这样一来,等联名耳机启动生产的时候,我们就可以有足够的产能支撑！如果您有临时提升产能的需求,森海塞尔可以暂停自己产品的生产,将产能全部投入进来,优先保障牧野科技的需求！”
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