RINAPE :: Volume #6

#515: The cornerstone of Taobao net

LNMTL needs user funding to survive Read More

The major mp3 brands establish the anti- mango alliance, was not only the mango OEM (original equipment manufacturer) supplier enterprise has issued the severe warning to these two, gave back to industry in other OEM (original equipment manufacturer) supplier manufacturers to issue the diplomatic note, objective: Who cooperates with mango, who is everybody's public enemy, will encounter resisting of entire profession. 各大mp3品牌成立反mango联盟,不但给这两家为mango代工的企业下达了严厉警告,还给业内其他代工厂商下了通牒,宗旨就一条:谁跟mango合作,谁就是大家的公敌,会遭到全行业的抵制。 Secretly had not been rejoicing with the enterprise of mango cooperation, simultaneously holds the emergency meeting in the interior, the request can not net related the business with any and mango as well as Easy Music, now the entire mp3 profession divided three camps, one was the high-end Japan & South Korea import camp, they sold was compels the standard and brand, therefore did not care about the price war \; One is among these depends on performance-to-price ratio to snatch the food to eat from the Japan & South Korea enterprise, now by mango with the performance-to-price ratio second of to become dregs huge domestic-made mp3 camp, they have been occupied the entire profession over 70% shares \; The final camp, was mango that this just braved. 没和mango合作的企业一个个都在暗自庆幸,同时在内部召开紧急会议,要求不得与任何一家和mango以及易听网相关的企业合作,现在整个mp3行业划分出了三个阵营,一个是高端日韩进口阵营,他们本身卖的就是逼格和品牌,所以不是太在意价格战\;一个是中间这些靠性价比从日韩企业里抢饭吃,现在又被mango用性价比秒成渣的庞大国产mp3阵营,他们占了整个行业70%以上的份额\;最后的阵营,就是这个刚刚冒出来的mango了。 The latter both's war fears is ready to be set off, therefore, to the OEM (original equipment manufacturer) supplier factory, the time of standing in line also arrived. 后两者的战争怕是一触即发,所以,对代工厂来说,站队的时间也到了。 Without a doubt, everybody to make money, nobody dares to face universal condemnation, opposes with the entire profession, therefore, mango was unable to sell officially, was been isolated by the profession. 毫无疑问,大家都是为了赚钱,没人敢冒天下之大不韪、跟整个行业作对,所以,mango还没能正式发售,就已经被行业孤立了。 Side only remaining two „ally” was initially is bundled with 20 million cashes by Li Mu in OEM (original equipment manufacturer) supplier little friends. 身边唯一剩下的两个“战友”就是当初被李牧用20000000现金捆在身边的代工小伙伴们。 These two OEM (original equipment manufacturer) supplier enterprises receive the threats and warnings from other partners unceasingly, requesting them to stop with the cooperation of mango immediately, but for them, was at this moment involuntary. 这两家代工企业不断收到来自其他合作伙伴的威胁与警告,要求他们立刻停止和mango的合作,但是对他们来说,此刻已经身不由己了。 For these two enterprises do not become being the target of public criticism of entire profession by oneself, gives the partner to wire back and return to the fax, told them also to be forced now, each one took Muye Science and Technology 10 million, this money took is used to invest freshman to produce the line, if at present breaks a promise, must compensate one hundred million, made the OEM (original equipment manufacturer) supplier factory, one profit for the year how much money, must really be compensate one for no reason hundred million, at least 2-3 years of net profit did not have. 这两家企业为了不让自己成为整个行业的众矢之的,纷纷给合作伙伴回电和回传真,告诉他们自己现在也是被逼无奈,各自都拿了牧野科技10000000,这钱拿到手就都用来投资新生产线了,眼下如果毁约,要赔一个多亿,做代工厂的,一年利润才多少钱,要真是平白无故赔一个亿,至少两三年的净利润没了。 The major mp3 brands receive the replies of these two enterprises, scolded mango to be shameless, while continued to threaten these two enterprises, the manner was very simple: No matter what contract we you have signed with mango, we only look at the result, if you continue to give the mango manufacturing product , helping mango suppress other brands in disguised form, then everybody immediately terminates the cooperation agreement, later does not have any OEM (original equipment manufacturer) supplier to cooperate with these two enterprises. 各大mp3品牌收到这两家企业的回复,一边骂mango无耻,一边继续威胁这两家企业,态度很简单:我们不管你跟mango签了什么样的合约,我们只看结果,如果你们继续给mango制造产品,变相帮助mango打压其他品牌,那么大家就会立刻终止合作协议,以后再也不跟这两家企业有任何代工合作。 The OEM (original equipment manufacturer) supplier contract mostly is in a January/one month bamboo slip, or is a quarter bamboo slip, because the brand side is a Party A, responsibility division that therefore in the contract breaks a contract facing them is also slight, at the worst compensates tens of thousands hundreds of thousands to stop the cooperation with OEM (original equipment manufacturer) supplier factory immediately, at this time to punish one as a warning to others, they are certainly willing to bear this penalty cost. 代工合同大都是一月一签,或者是一个季度一签,由于品牌方是甲方,所以合约上面对他们违约的责任划分的也非常轻微,大不了赔个几万十几万就能够立刻停止跟代工厂的合作,这个时候为了杀鸡儆猴,他们一定愿意承担这点违约成本。 Two OEM (original equipment manufacturer) supplier enterprises almost did not have anxiously were insane, they over 80% capacities have given these brands, if they stopped the cooperation, will eat anything in the future. 两家代工企业差点没急疯了,他们80%以上的产能都给了这些品牌,如果他们真的叫停合作,那自己往后吃什么。 But if, does not defer to contractual requirements and to produce to mango 1 million goods, the compensation when the time comes faces is high scary. 可是,如果不按照合约规定、把1000000台货给mango生产出来,到时候面临的赔偿更是高的吓人。 Under several degrees weight, two OEM (original equipment manufacturer) supplier enterprises chose as if by prior agreement searched the rumor with the mango connection person, disclosed indistinctly under intention that the pressure is not possibly able to cooperate, finally the mango Business connection person has thrown a few words directly: „The matter of specific cooperation communicates with me, involves the legal level issue, do not communicate with me, goes to communicate with our law, the telephone of our law is......” 几度衡量之下,两家代工企业不约而同的选择了跟mango的接口人探口风,隐约透露了迫于压力可能无法合作的意向,结果mango的商务接口人直接撂了一句话:“具体合作的事情跟我沟通,牵扯到法律层面的问题,就不要跟我沟通了,去跟我们法务沟通吧,我们法务的电话是……” mango the loose leeway does not have slightly, but other mp3 brands to isolate mango thoroughly, started to prepare the terminating an agreement letter, must completely terminate the contract with these two companies, making two enterprises fall into instantaneously desperately. mango这边丝毫松动的余地都没有,而其他的mp3品牌为了彻底孤立mango,已经开始准备解约函,要跟这两家公司彻底解除合约,让两家企业瞬间陷入绝望。 Muye Science and Technology front Business obtains this news, and feeds back this news to the Li Mu's time immediately, Li Mu is meeting with the Liu Qiangdong team in the Taobao net. 牧野科技的前端商务得到这个消息,并且把这个消息立刻反馈给李牧的时候,李牧正在淘宝网跟刘镪东团队开会。 Li Mu heard after the telephone these matters, the mood is excellent immediately, confessed that the opposite party said: „Pays close attention to this inside situation, if these mp3 enterprises terminate an agreement with them, you immediately follow up on behalf of mango, takes completely the capacity that their all empties, but this saying now do not say, first after waiting for them to despair, then goes with them to discuss.” 李牧在电话里听说了这些事情之后,心情顿时大好,交代对方道:“密切关注这里面的情况,如果那些mp3企业真的跟他们解约,你就立刻代表mango跟进,把他们所有空出来的产能全部拿下来,不过这话现在不要说,先等他们绝望之后,再去跟他们谈。” Front Business understands immediately: „Relax Chief Li, I understood.” 前端商务立刻心领神会:“放心吧李总,我明白了。” Made the telephone call, Li Mu in all people to conference said with a smile: „Our mango brands, as well as Easy Music net now already on mp3 profession blacklist.” 挂了电话,李牧笑着对会议上的所有人说:“我们的mango品牌,以及易听网现在已经上了mp3行业黑名单了。” Everybody curious looks at Li Mu, is waiting for more detailed as follows. 大家都好奇的看着李牧,等待着更加详细的下文。 Li Mu continued: „The present situation is, the overwhelming majority mp3 brand established one specifically to aim at mango and alliance of Easy Music net, the collective exerts pressure to all OEM (original equipment manufacturer) supplier manufacturers, requesting these OEM (original equipment manufacturer) supplier enterprises not to cooperate with us, cannot for our OEM (original equipment manufacturer) supplier product, now the overwhelming majority mp3 OEM (original equipment manufacturer) supplier enterprise also took a stand, will not carry out all forms of cooperation with us.” 李牧继续说:“现在的情况是,绝大部分的mp3品牌成立了一个专门针对mango和易听网的联盟,集体给所有代工厂商施压,要求这些代工企业不得与我们合作、不能为我们代工产品,现在绝大部分的mp3代工企业也都表态了,不会和我们进行任何形式的合作。” Hears these words, some below people are surprised, some people quite worried, but Liu Qiangdong actually smiles is especially bright. 听到这句话,下面有人一脸惊讶,也有人颇为担忧,但是刘镪东却笑的格外灿烂。 Naturally, Li Mu smiles is also very bright. 当然,李牧笑的也很灿烂。 Liu Qiangdong said: „Weren't we have signed 2 million OEM (original equipment manufacturer) supplier contracts from two enterprises? Moreover ahead of time has paid the earnest money, if they do not pay the product to us, must be pursued the penalty by ten times?” 刘镪东说:“我们不是已经从两家企业里签了2000000台代工合同了吗？而且还提前支付了定金,如果他们不给我们交付产品,是要被十倍追讨违约金的吧？” Li Mu nods, says with a smile: „Said accurately is 2.65 million, Shenzhen that enterprise has signed 1.6 million, Taiwan that enterprise has signed 1.05 million.” 李牧点点头,笑道:“准确的说是2650000台,其中深市那家企业签了1600000台,台湾那家企业签了1050000台。” Liu Qiangdong said: „2.65 million enough have provided the formidable propelling force to Taobao, moreover this magnitude product, gives this profession to bring very big impact sufficiently.” 刘镪东说:“2650000台已经足够给淘宝提供强大推动力了,而且这个数量级的产品,也足以给这个行业带来很大的冲击。” Li Mu looks at he, smiles to ask: „A moment ago Chief Liu, you smiled is so happy, definitely because of this, does not might as well tell that everybody you are smiling anything.” 李牧看着他,笑问道:“刘总,你刚才笑的那么开心,肯定不是因为这个,不如跟大家说说你到底在笑什么。” Liu Qiangdong said: „I thought you smile is happier than me, or you said first.” 刘镪东说:“我看你笑的比我开心多了,要不你先说吧。” Li Mu beckons with the hand, said: „You said that I believe your commercial sense of smell.” 李牧摆摆手,说:“你说说吧,我相信你的商业嗅觉。” Liu Qiangdong then said with a laugh said: „Since Chief Li such holds me, my taking the liberty said a few words.” 刘镪东便笑着说道:“既然李总这么捧我,那我就冒昧的说两句吧。” Then, Liu Qiangdong settles throat clear, said: „I think happy , because we now not only has brought to the attention of entire mp3 player profession, even has made them feel frightened, this had also proven our influence now was formidable, they pure wish contains us through the capacity now, but if they know that we 2 million quantities of delivery, perhaps certainly anxious not being able to sleep, when the time comes they also will also realize this year, they do not have any means to contain our development, can only spell to try to reduce the cost to cut own price.” 说罢,刘镪东清了清嗓子,说:“我觉得开心,是因为我们现在不但已经引起了整个mp3播放器行业的重视,甚至已经让他们感到恐惧了,这也证明了我们的影响力现在已经非常强大,他们现在单纯的想要通过产能来遏制我们,但如果他们知道我们今年还有2000000台的出货量,恐怕一定会紧张的睡不着觉,到时候他们也会意识到,他们没有任何办法来遏制我们的发展,只能拼尽全力压缩成本来降低自己的价格。” Here, Liu Qiangdong desirably, whole face happy expression looks at everybody, said: „Our mango cost prices and other brands basically agree, but we win win on the product design as well as the marketing channel, if we have proven the marketing capacity of Taobao net online channel personally, then these brands to save the cost as well as increases the sales volume, certainly on own initiative will choose the Taobao net to take own new channel, believes soon, the half of national mp3 sales volume, must concentrate in Taobao online.” 说到这里,刘镪东刻意顿了顿,满脸笑意的看着大家,又说:“咱们的mango成本价格和其他品牌基本一致,但我们赢就赢在产品设计以及销售渠道上,如果我们亲自证明了淘宝网这个线上渠道的销售能力,那么这些品牌为了节约成本以及增加销量,一定会主动选择淘宝网作为自己的新渠道,相信用不了多久,全国mp3销量的一半,都要集中在淘宝网上了。” Liu Qiangdong said that looks at Li Mu, Li Mu shows a faint smile, takes the lead to applaud saying: „Chief Liu said was good, why we must make mango, moreover why selling mango-me that wants the one cent not to gain, the reason is not the mp3 player market has big development space, but is the demand of electronic goods of present national is rising unceasingly, the p complete machine, will accumulate the machine fitting, laptop, mp3 and digital camera wait/etc. product of the market spaces continually to promote, the traditional marketing channel cost will be too high, but the cost of online sale lowly were too many, the cost lowered, the price naturally can also fall, the common people thought that the same thing, online small advantage that will sell compared with the shop many, nature. Will favor purchases online.” 刘镪东说完看着李牧,李牧微微一笑,带头鼓掌道:“刘总说的太好了,我们为什么要做mango,而且为什么要一分钱不赚的卖mango-me,原因并不是mp3播放器市场有多大的发展空间,而是眼下国民的电子产品需求在不断上涨,p整机、攒机配件、笔记本电脑、mp3、数码相机等等产品的市场空间会不断提升,传统的销售渠道成本太高,但线上销售的成本就低太多了,成本低了,价格自然也就能够降下来,老百姓一觉得同样的东西,网上比门店卖的便宜许多,自然也。就会倾向于在网上购买。” „To the factory, the online marketing channel does not need them to divide the profit to the dealer, does not need them to set up the shop and running market, to make the channel, only needs to come the Taobao net to open an official flagship store the goods to sell to the nation \; To these ordinary sellers, if he has the offline shop, his goods can only digest in the local area, but he additionally builds a shop not to need to increase any cost, can sell the product toward the nation, why not? If he does not have the offline shop, but he has some aspect source of goods, that was more appropriate, he does not need to spend the one cent investment shop front, only needs to come the Taobao net to register a seller account number, then can open one on Taobao to the shop in nation, why not?” “对厂家来说,线上销售渠道不需要他们分利润给经销商,也不需要他们建店、跑市场、做渠道,只需要来淘宝网开一个官方旗舰店就可以把货品销往全国\;对那些普通卖家来说,如果他有线下门店,他的货只能在本地消化,但是他增设一个网店不需要增加任何成本,就可以把产品卖往全国,何乐而不为？如果他没有线下门店,但是他有某方面货源的话,那就更合适了,他不需要花一分钱投资店面,只需要来淘宝网注册一个卖家账号,然后就可以在淘宝上开一个面向全国的网店,何乐而不为？” „To us, mango-me although does not make money, but it can train the custom of user Online shopping, making the user know that Online shopping, understood Online shopping, uses Online shopping, so long as the user took this step, was equal to providing the best development propelling force to our Taobao net, some schoolmates will possibly say, our mango-me goods quantity was insufficient, these many users of attention appointment, finally perhaps only then 1% people can buy mango-me, but this was not we need the issue of concern, we did not prepare to sell to all users mango-me, our goals were paid attention to mango-me by all potential subscribers, subsequently paid attention to the Taobao net, So long as they start to pay attention to the Taobao net, we have succeeded!” “对我们来说,mango-me虽然不赚钱,但是它能够培养用户网购的习惯,让用户知道网购、了解网购、使用网购,只要用户迈出了这一步,就等于是给我们的淘宝网提供了最好的发展推动力,有些同学可能会说,我们的mango-me货量不足,这么多关注预约的用户,最后也许只有1%的人能够买到mango-me,但是这不是我们需要关心的问题,我们本来也不准备把mango-me卖给所有的用户,我们的目标是让所有潜在用户关注mango-me,继而关注到淘宝网,只要他们开始关注淘宝网,我们就已经成功了！” Said these, Li Mu also said: „I received the call that before mango Business makes a moment ago, gave us the OEM (original equipment manufacturer) supplier mango two enterprises to be isolated by other mp3 brands, these brands threatened them, if did not stop with our cooperation, the brand that other and they cooperated will stop with their cooperation, but ahead of time has completed the plan in us well, these two enterprises offend all mp3 brands, does not dare to offend us absolutely, because they could not repay, now these mp3 brands are unexpectedly stupid to using this way compel them to stand in line, once they terminated an agreement, to release the capacity, released many us entirely according to single Quanshou! Every time sells mango-me from Taobao, is the cornerstones that the Taobao net development soars!” 说完这些,李牧顿了顿又道:“刚才我接到mango前端商务打来的电话,给我们代工mango的两家企业被其他mp3品牌孤立了,这些品牌威胁他们,如果不停止跟我们的合作,其他所有和他们合作的品牌都会停止跟他们的合作,不过好在我们提前做好了预案,这两家企业就算是得罪所有mp3品牌,也绝对不敢得罪我们,因为他们赔不起,现在那些mp3品牌竟然蠢到用这种方式来逼他们站队,一旦他们解约、把产能释放出来,释放多少我们就统统照单全收！每从淘宝卖出一台mango-me,都是淘宝网发展腾飞的基石！” ( To be continued.) (未完待续。)
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