RINAPE :: Volume #17

#1652: Bearing the consequences of evil acts

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Li Mu is not always a good stubble, provoked itself also to want with an apology mail to solve the problem, this radically in dream of a fool. 李牧向来不是个善茬,招惹了自己还想用一封道歉邮件就解决问题,这根本就是在痴人说梦。 Moreover, no matter Li Mu is Neil or Bill or is other what people bumps porcelain in the back, whoever is making the decision, true execution is the companies, therefore in his eye the true enemy is Mars, rather than Mars CEO. 而且,李牧才不管到底是尼尔还是比尔或者是其他的什么人在背后碰瓷自己,无论谁在做决定,真正执行的都是公司,所以他眼里真正的敌人是玛氏,而不是玛氏的CEO。 This like the battle between countries, to a country, the enemy forever is another country, rather than some executive in this country. 这就像国与国之间的交战,对一个国家来说,敌人永远是另一个国家,而不是这个国家的某个高管。 Therefore, Li Mu does not give the opportunity of Mars mail summation completely, wants to sum, first shows a sincerity to have a look to oneself, oneself look at the mood to make the decision again. 所以,李牧也完全不给玛氏邮件求和的机会,想求和可以,先拿出点诚意给自己看看,自己再看心情做决定。 After Mars receives the Muye Science and Technology reply the mail, the Mars board president consults a relational very good China friend especially, inquired that the opposite party carries a rod and asks for punishment is what meaning. 当玛氏收到牧野科技回复的邮件之后,玛氏的董事会主席特地请教一个关系很好的华夏朋友,询问对方负荆请罪到底是什么意思。 When that friend takes completely the talking, told after English to him Lian Po and Lin Xiangru's story, he remembered three key points. 当那个朋友费尽口舌,将廉颇与蔺相如的故事用英文给他讲述了一遍之后,他就记住了三个关键点。 First, apologized ; 第一,是请罪; Second, carries a rod and asks for punishment ; 第二,是负荆; Third, visits. 第三,是上门。 He then ravels the Li Mu's meaning, gathering Li Mu is being is very unsatisfied about own mail apology summation, requests itself like Lian Po in story, carries a rod and asks for punishment comes to apologize. 他这才弄明白李牧的意思,合着李牧是对自己邮件道歉求和很不满意,要求自己像故事中的廉颇一样,负荆上门请罪。 In this moment, his has mixed feelings especially, not only hates to clench jaws about Neil, to the Li Mu's arrogant attitude angrily. 在这一刻,他的心情格外复杂,不但对尼尔恨得咬牙切齿,也对李牧的高傲态度愤怒不已。 Oneself send the mail apology to be insufficient, wants to be visited to apologize by oneself unexpectedly? Can oneself fly China to go with him to apologize from US (America)? 自己发邮件道歉还不够,竟然还想让自己登门请罪？难道自己要从美国飞到华夏去跟他请罪？ Crack a joke! How Mars said that is also one of the entire US top private businesses, the factory springs up everywhere in the all over the world, dozens product line best-selling world, do oneself the highest manager as entire company, have no fear of great distances China to apologize with young people? 开什么玩笑！玛氏怎么说也是全美顶尖的私企之一,工厂在世界各地遍地开花,几十条产品线畅销全球,自己作为整个公司的最高管理者,不远万里去华夏跟一个年轻人请罪？ The Mars board president hard to endure Li Mu's shame, the decision puts out the propaganda budget of five Ten Million USD temporarily, fights a wave of propaganda war with Muye Science and Technology, several major media that but, they relate, are not willing to meet the propaganda cooperation of Mars. 玛氏董事会主席难忍李牧的羞辱,临时决定拿出五千万美元的宣传预算,跟牧野科技打一波宣传战,但是,他们联系到的几家大媒体,都不愿意接玛氏的宣传合作。 Nowadays, Muye Science and Technology in the influence of media end, taking advantage of YY and YY net and Weibo (Micro Blog) Twitter, to the entire net no one has been able powerful and situation, compares any television media to be much stronger, the television media people compare any community, can see clearly the Muye Science and Technology true strength terrifying, in this case, they more impossible to be willing to go to offend Muye Science and Technology for no reason. 现如今,牧野科技在传媒端的影响力,借着YY、YY网以及微博Twitter,已经强大到全网无人能及的地步,也比任何一家电视媒体强得多,电视媒体人比任何一个群体,都更能看清牧野科技真正的实力有多恐怖,在这种情况下,他们更不可能愿意去无端开罪牧野科技。 Let alone, this Muye Science and Technology with the cause and effect of Mars operation, the netizen is not possibly clear, but the media were clear, who can see, this was Mars is doing to bump the porcelain marketing, fabricated the fact intentionally, wants to step on Muye Science and Technology to earn the attention, in the final analysis, Mars takes the consequences for own actions and is purely now gets what one deserves. 更何况,这次牧野科技拿玛氏开刀的前因后果,网友可能不清楚,但媒体人再清楚不过了,谁都能看得出,这是玛氏自己在搞碰瓷营销,故意捏造事实,想踩着牧野科技赚取关注,说到底,玛氏现在就是自作自受、纯属活该。 If Mars really received Muye Science and Technology does not treat fairly, some are definitely willing to do the media of big topic to come out to agitate, but, Mars all are bring upon oneself, who can be willing in this case, to help over him? 玛氏要是真受到了牧野科技的不公平对待,肯定有一些愿意搞个大话题的媒体出来煽风点火,但是,玛氏一切都是自找的,谁会愿意在这种情况下,帮他出头？ Moreover, to TV Station, the advertisement of prime time basically does not worry to sell, why to make a money, gives itself to set up an archenemy? 而且,对电视台来说,黄金时段的广告基本上不愁卖,何必为了多赚一点钱,就给自己树个大敌？ Mars sorrowful discovery, even if oneself want to draw cash to fight the propaganda war to be useless, BBC and CNN such TV Station, no is willing to cooperate with Mars, before Mars may put in the advertisements of candies as well as other products on this kind of TV Station a lot, but, Mars wants to put in the advertisement dead now to knock with Li Mu on these TV Station, unexpectedly no TV Station is willing to meet his list. 玛氏悲哀的发现,就算自己想拿钱来打宣传战都没有用,BBC、CNN这样的电视台,没有一个愿意跟玛氏合作,以前玛氏可没少在这类电视台上投放糖果以及其他各种产品的广告,但是,玛氏现在想在这些电视台上投放广告跟李牧死磕,竟然没一家电视台愿意接他的单。 When Mars is in a dilemma, in the network the black material about Mars is still proliferating unceasingly, the black material spreads the direct result of causing, is slowdown of sales volume. 就在玛氏进退两难的时候,网络上关于玛氏的黑料还在不断扩散,黑料扩散所导致的直接结果,就是销量的下滑。 However, Mars are studying in view of Muye Science and Technology and Li Mu's countermeasure, to slowdown of own terminal sales volume, but also knows nothing about. 不过,玛氏自己正在研究针对牧野科技与李牧的对策,对自己终端销量的下滑,还浑然不知。 Before Li Mu contracts enmity, Mars each product line before the consumer is very famous, sales volume also good astonishment. 在与李牧结怨之前,玛氏的每一条产品线在消费者面前都很有名气,销量也都好的惊人。 However, having the fame does not represent the reputation to be good, now, such hiding the sky and covering the earth negative report ferments on internet unceasingly, the psychology created the enormous shadow and suggestion to the user, a large number of consumers when seeing the product of Mars product, from purchase without hesitation, will transform to hesitate, these and parts from hesitating the evolution will be the questions, again the part from questioning will evolve for the choice gives up. 但是,有名气不代表口碑好,现在,这么铺天盖地的负面新闻在互联网上不断发酵,给用户心理造成了极大的阴影以及暗示,相当一部分消费者在看到玛氏出品的产品时,会从毫不犹豫的购买,转变成迟疑,这其中又有一部分会从迟疑演变为质疑,再有一部分会从质疑演变为选择放弃。 When these consumers choose gives up, Mars had not detected, end market keen detection to exceptionally. 当这些消费者选择放弃的时候,玛氏自己还没有察觉,终端市场已经敏锐的察觉到了异常。 Most direct response that the end market presents, is the sales volume of Mars product is declining on all fronts quietly! 终端市场呈现出来的最直接反应,就是玛氏全线产品的销量都在悄然走低！ To Mars this traditional enterprise, their outdoor shop shop is bigger, the nerve sensitivity is also lower, otherwise, outdoor shop shop is smaller, the nerve sensitivity is also higher. 对玛氏这种传统企业来说,他们的摊子铺的越大,神经的敏感度也就越低,反之,摊子铺的越小,神经的敏感度也就越高。 Draws an analogy, Zhang San is a boss in steamed bun shop, he usually a pot steamed bun steams, clean that within ten minutes can sell, but this pot steams today, ten minutes had passed by, in the pot is also left over five steamed buns not to sell out, he can realize immediately, today's business is not quite good. 打个比方,张三是一家馒头铺的老板,他平时一锅馒头蒸出来,十分钟之内就能卖的一干二净,可今天这一锅蒸出来,已经十分钟过去了,锅里还剩下五个馒头没卖掉,那他立刻就能意识到,今天的生意不太好。 If Zhang San is a boss in steamed bun factory, his factory produces 10,000 steamed buns every day, in the morning supplies the wholesaler to city and retailer, then 10,000 steamed buns send out every day, he at least needs to wait by the evening or late at night, can feed back from each channel, these 10,000 steamed buns sold-out, if not, that sold out many, was left over many, at this time, his nerve sensitivity from ten minutes, has reduced for quite a while. 如果张三是一家馒头厂的老板,他的工厂每天生产一万个馒头,早晨供应给全市的批发商、零售商,那么每天一万个馒头发出去,他至少要等到晚上或者深夜,才能从各个渠道得到反馈,这一万个馒头到底卖完了没有,如果没有,那卖掉了多少,剩下了多少,这时候,他的神经敏感度已经从十分钟,降低到了半天。 If Zhang San is a quick-freeze steamed bun manufacturer, every day produces 5 million quick-freeze steamed buns to supply various national provinces and cities and areas, the warranty of quick-freeze steamed bun is raised, the chain of channel is enlarging, the pile-up of goods quantity of terminal to increase, he himself possibly takes several days even for a long time, can through the volume of order of channel, detect the change of market sales volume, even if by the terminal first-level level upward transmission, as Zhang San of manufacturer, obtains this news still at least to require 1-2 days. 如果张三是一家速冻馒头的生产厂家,每天生产五百万个速冻馒头供应全国各省市、地区,速冻馒头的保质期在提升,渠道的链条在拉大、终端的压货量在加大,那他自己可能要几天甚至更长时间,才能通过渠道的订货量,察觉到市场销量的变化,即便是由终端一级级向上传递,作为厂商的张三,得到这个消息也至少需要1-2的时间。 Mars this type of commodity sells to the enterprise in the world, has the quantity manufacture bases, to have the spider web general densely covered marketing channel in the entire world, the daily productivity and of the quantity of delivery are much bigger, overwhelming majority product warranties over 12 months, such colossus, have fallen very lowly to the sensitivity of terminal, the Mars terminal, is they in the major the shelf of supermarket, store and convenience store, the news must start from these shelves, one transmits the Mars headquarters layer upon layer, this truly is one needs to consume the long-term matter. 玛氏这种商品销往全球的企业,在全世界有大量生产基地、有蜘蛛网一般密布的销售渠道,每天的生产量、出货量都大得惊人,绝大部分产品保质期都在12个月以上,这样的庞然大物,对终端的敏感度已经降得非常低,玛氏的终端,是他们在各大超市、卖场、便利店的货架,讯息要从这些货架开始,一层层传递到玛氏总部,这确实是一件需要耗费很长时间的事情。 The Mars market sector an acquisition and analysis of time is each three days made terminal sales data, because the present stage is dealing with the impact that Muye Science and Technology has jointly, therefore the focus of market sector had very big transformation quietly. 玛氏的市场部门原本是每三天做一次终端销售数据的采集与分析,但因为现阶段正群策群力的应对牧野科技带来的影响,所以市场部门的工作重心悄然间发生了很大的转变。 Wall Street financial media, intend to try to prove the internet negative tide actually to the actual impact that Mars brings, therefore they from Wall Street Headquarters, and branches of several other countries send out several investigator path to go to the end market evidence, analyzed these days, Mars in end market most direct data change. 倒是华尔街一家金融媒体,有意求证一下互联网负面浪潮给玛氏带来的实际影响,所以他们从华尔街总部,以及其他几个国家的分部派出几路调查员前往终端市场调查取证,分析了这几天来,玛氏在终端市场最直接的数据变化。 The situation of according to the terminal feeding back, they discovered with amazement, for these days various Mars group of products were declining in the terminal sales volume of the world with steady steps, by recent this day, compared with had reduced toward the time 30 days of mean values about 20%. 根据终端反馈回来的情况,他们惊讶的发现,这几天玛氏各路产品在全球各地的终端销量都在稳步走低,截止到最近的这一天,已经比往期三十天的平均值降低了将近20%。 This is a very fearful number, draws an analogy, some Wal-Mart Supermarket in New York, in the black material exposes beforehand 30 days, every day can create a ten thousand USD sales volume for Mars on average, after the black material exposes, merely two days, this digit fell eight thousand USD. 这是一个十分可怕的数字,打个比方,位于纽约的某家沃尔玛超市,在黑料曝光之前的三十天,每天平均能为玛氏创造一万美元的销售额,当黑料曝光之后,仅仅两天的时间,这个数字就跌到了八千美元。 Afterward, this media issued a news release, the title is in " Mars short-term, loses 20% sales volumes quietly! ». 随后,这家媒体发布了一篇新闻稿,标题为《玛氏短期内,悄然损失20%销量！》。 This article through to the US (America) native place and various European countries as well as China, Japan & South Korea and other country end market of the evidences, estimated the sales volume futures in these days Mars terminal, took before it happened 30 days of mean values as the reference, the decline ranges of three one-day respectively were: 10%, 13% and 20%. 这篇文章通过对美国本土、欧洲各国以及华夏、日韩等国终端市场的调查取证,估算出这几天玛氏终端的销量下跌趋势,以事发前三十天的平均数为参考根据,三个单日的跌幅分别为:10%、13%、20%。 This article besides giving conclusions of Mars end market 20% sales volume falling, but also according to the region divides, drew a conclusion: Regardless the US (America) home market, is the internet developed area, the proportion of Mars sales volume reduction is also bigger, obviously, their sales volumes fall, has very direct effect with the dissemination of internet negative report. 这篇文章除了给出玛氏终端市场20%销量下跌的结论之外,还根据地域划分,得出了一个结论:抛开美国本土市场,越是互联网发达的地区,玛氏销量降低的比重也就越大,可见,他们的销量下跌,与互联网负面新闻的传播有着非常直接的影响。 For example various European countries, the general decline range has been close to 30%, thus it can be seen, a internet more developed area, the user comes under the influences of these negative reports to be bigger. 比如欧洲各国,普遍跌幅已经接近30%,由此可见,互联网越发达的地区,用户受到这些负面新闻的影响就越大。 US (America) is an exception, mainly also benefits from the protection prejudice of US (America) local user, Mars various group of products, the US (America) national product, will it can be said that blow out the scandal similarly, the US (America) local people to homegrown brand more latitudes, this point will contrast the data of European market, can draw the conclusion clearly. 美国之所以是个例外,主要还得益于美国本土用户的保护偏见,玛氏的各路产品,都可以说是美国的国民产品,同样爆出丑闻,美国本土人民会给本土品牌更多的宽容度,这一点对比欧洲市场的数据,就可以清晰得出结论。 Also lucky has the huge US (America) home market support, makes Mars maintain at the decline range of terminal sales volume at 20% early warning online, if the negative report continues to ferment on internet, that possibly 20% early warning lines could not defend continually. 也万幸是有庞大的美国本土市场支撑,才让玛氏在终端销量的跌幅维持在20%的预警线上,如果负面新闻继续在互联网上发酵,那可能连20%的预警线都守不住了。 Established big enterprise because once falling of reputation before the consumer, the total military defeat, the entrepreneur was usually self-confident, thought that the user is impossible to give up their products and their services, once the reputation presented the avalanche, they will be abandoned by the user immediately. 许多老牌大企业都曾因为在消费者面前口碑的滑落,兵败如山倒,企业家平时自信满满,觉得用户不可能会放弃他们的产品、他们的服务,可是一旦口碑出现崩塌,他们立刻就会被用户抛弃。 When Mars knew this result, the entire company fell into an intense panic, their how didn't expect, impact of internet to the physical enterprise, can be in such situation unexpectedly. 当玛氏得知这个结果的时候,整个公司都陷入了一种强烈的恐慌,他们怎么都没想到,互联网对实体企业的冲击,竟然能到这样的地步。 ...... …… Mars digests the evil consequence unceasingly time, Li Mu brings Du Wei, enters the taping room to record «21 Guns». 玛氏不断消化恶果的时候,李牧带着杜薇,进录音棚录制《21Guns》。 Du Wei had been familiar with this song ahead of time, understood ahead of time the lyrics and ideal condition of this song and emotion that needs to express, Li Mu also used several days of time, in the musician with taping room determined the to compose way of entire song, therefore records actually, the efficiency also enhanced. 杜薇已经提前熟悉了这首歌,也提前了解了这首歌的歌词、意境以及需要自己表达的情感,李牧也用了几天时间,跟录音棚里的乐手确定了整首歌的编曲方式,所以实际录制起来,效率也提高了很多。 Li Mu outside the sound-insulated singing recording room, through monitoring the sound box, the implementation is listening to singing of Du Wei, what making him sigh, the Du Wei voice condition is very good, the display in taping room, such as original sound CD is simply same, aura, timbre and sound accurate, emotion, controls unusual is proper. 李牧在隔音的演唱录音室外,通过监听音箱,实施收听着杜薇的演唱,让他感叹的是,杜薇的嗓音条件很好,在录音棚里的发挥,简直如原声CD一样,气息、音色、音准、情感,都控制的非常到位。 According to her displays like this, in less than one day, this song can record to complete. 照她这样的发挥,用不了一天,这首歌就能录制完成。 Li Mu felt suddenly, Du Wei this song, takes away Europe and US to attack that several authoritative single tune rankings should the issue is not big. 李牧忽然觉得,杜薇这首歌,拿去欧美冲击那几个权威的单曲排行榜应该问题不大。 However, somewhat what is slightly regrettable, even if this song today records to complete, cannot announce to the public immediately, at least must wait till the movie starts to propagandize the time, can little public. 不过,稍微有些遗憾的是,这首歌就算今天录制完成,也不能立刻对外公布,至少也要等到电影开始宣传的时候,才能一点点公开。
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