Next day, Li Murested a natureto awake, after opening eyes, discovered,Zhao Ziqiuhas disappeared, Li Muhastilyset outto seek, had/left the bedroom, sawon the tea table of living roompaper that Zhao Ziqiuleft behind.
翌日,李牧睡了个自然醒,睁开眼之后才发现,身边的赵子秋已经不见踪影,李牧急忙起身寻找,出了卧室,在客厅的茶几上看到了赵子秋留下的纸条。„Ihave the importantclassto wantthis morningon, youwake upto discoverInotin the words, do not thinkmeoh!” The inscriptionis a simplestsmile, as well as a autumncharacter.
“我今天上午有重要的课要上,你醒来发现我不在的话,不要太想我噢！”落款是一个最简单的笑脸,以及一个秋字。Li Muis smiling bitterlyshaking the head, oneselfdid farm worklast nightthreetimesinZhao Ziqiuthatfertile soil, finallyshecanhave a early in the morningto attend classtodayunexpectedly, oneselfrestto10 : 30 alsothought that the both legssomewhatbecome tender, butwasshebegged for mercyyesterday eveningobviouslyone after another, the womanalso was really a mysteriouslifeform.李牧苦笑着摇头,自己昨晚在赵子秋那片沃土上耕耘了三次,结果她今天竟然能起个大早去上课,自己睡到十点半还觉得双腿有些发软,可昨天晚上明明是她接连求饶的,女人还真是一种神奇的生物。At this time, Liu Qiangdongmade the phone calltoLi Mu, toldhim a good news, the Mo Wenweispecial editionyesterdayafterTaobaogot online, by10 : 00 am, 120,000systemreserveshas been sold outcompletely.
这时,刘镪东给李牧打来电话,告诉他一个喜讯,莫纹蔚专辑昨天在淘宝上线之后,到今天上午十点,十二万张系统库存量已经全部售罄。Thisresulthas not madeLiu Qiangdongfeelveryawesome, scared the Rock Recordspersonactually.
这个成绩没让刘镪东觉得很牛逼,倒是把滚石的人吓坏了。Ifaccording to the normalspecial editionmarketrule, in the world everythreespecial editions, oneispirating, seeming likethispiratingproportion is not high, butthatisbecause the copyright protection of Westerncountryis exceptionally strict, pushed down the mean valuegreatly, ifonlycalculates that the special editionmarket of entireAsia, ineverythreespecial editions, at leasttwoarepirating, ifcalculatesalone the Mainlandmarket, ineveryfivespecial editions, canhaveoneis the genuineis good.
若是按照正常的专辑市场销售规律,全世界每三张专辑里,就有一张是盗版,看起来这个盗版占比并不算高,但那是因为西方国家的版权保护异常严格,大大拉低了平均值,如果只算整个亚洲的专辑市场,每三张专辑里面,至少有两张是盗版,如果单独算内地市场的话,每五张专辑里面,能有一张是正版就不错了。Thisis notLi Muis exaggerating,
这可不是李牧在夸大其词,就连
……
……
, on the one handpiratingrampantwas only the special edition, enters in 2000 that was difficultto sell, the digital musicwasto destroy the ultimate weapon of recordingindustry, like the entitynovel of pirating, pirated the special editionalso to buy, itandgenuine the difference of differenceinpriceheight, but the piratingdigitnovel and musicwere different, pirating of digital contentwascompletelyfree, thiswas not the priceheightdifferentdistinguished, butwascollects fees and freedifference, therefore the development path of genuinewas even more difficult, in addition the legal support that the countryhas not been clear about, the development of genuineonwas also more difficult.
盗版猖獗只是专辑难卖的一方面,进入2000年,数字音乐才是摧毁唱片行业的终极武器,就像盗版的实体小说一样,盗版专辑也是要花钱买的,它和正版的区别是在价格高低的不同,但是盗版数字小说和音乐就不一样了,数字内容的盗版是完全免费的,这就不是价格高低不同的区别了,而是收费和免费的区别,所以正版的发展道路愈发困难,再加上国家没有明确的法律支持,正版的发展也就更困难。
The key node that the Mainlandmarket in 2002 the digital music and mp3hardwareraised the head, in additionLi Mu'sEasy Music NetworkandMangomigreatlyadvanced the digital music and development process of mp3terminal, thereforeLi Mualsorealized, the presentgenuinespecial editionmarket spaceshouldbe much smaller than during the same periodprevious life, tothisresult, healsofeltsomewhatpleasantly surprised.内地市场2002年正是数字音乐以及mp3硬件抬头的关键节点,再加上李牧的易听网和mangome大大推进了数字音乐和mp3终端的发展进程,所以李牧也意识到,眼下的正版专辑市场空间应该比上辈子同时期还要小得多,对这个成绩,他心里也感到有些惊喜。Li Muasked: „Haswith the Rock Recordspersonrelates, makingthemproduce in a hurry the newcopyas soon as possible?”李牧问道:“有没有跟滚石的人联系,让他们尽快赶制新的拷贝？”Liu Qiangdongsaid with a smile: „Naturally, theirleaderswere scaredbythisdata, the Mainlandversioncopy of thisspecial editionaltogethermanufactured150,000, 30,000have startedto issue the dealer, thereforetheyprepareto produce in a hurry150,000copiesagain, thistimealsopreparesto makeMo Wenweisigna number ofposters, said that wantsherto sign5000, makingourevery30ordersbestow a genuine signatureposterto makeamusingrandomly.”刘镪东笑道:“当然,他们的领导被这个数据吓傻了,这张专辑的内地版拷贝一共就制作了十五万份,其中三万份已经开始发给经销商了,所以他们准备再赶制十五万张拷贝,这次还准备让莫纹蔚签一批海报,说是要她签五千张,让咱们每三十个订单随机赠送一张亲笔签名的海报做噱头。”Li Mueyeonebright, said: „Rock Recordsthat sidepersonalsoveryunderstands the marketing.”李牧眼睛一亮,说:“滚石那边的人还挺懂营销的啊。”Liu Qiangdongsaid: „Yes, the attraction of signaturepostertofansdefinitelyisverybig.”刘镪东说:“是啊,签名海报对粉丝的吸引力肯定是非常大的。”5000postersto a singer, quite a while the timealmostcansign, actually not a verybigwork load, moreovertorecord company, the costalsolowpity of 5000posters, butthistype of low costcomplimentary gifttofans, the significanceis unusual, thereforeLi Mu believes that if5000postersarrive, the 150,000special editions of additionalsystemshouldalsobe ableto sell.
五千张海报对一个歌星来说,半天时间差不多就能签完了,倒不是一个非常大的工作量,而且对唱片公司来说,五千张海报的成本也低的可怜,而这种低成本赠品对粉丝来说,意义却非同一般,所以李牧相信,如果五千张海报到位,加制的十五万张专辑应该也能销售一空。Compared to the Mainlandsuchhugemarket, evenpiratesrampant, but300,000special editionsales volumescannotbetoohighas before, therefore, Li MusaidtoLiu Qiangdong: „Youcommunicatewith the Rock Recordsperson, makingthemadd the systemas far as possiblemany, 150,000were short, ifcompletesat leasta halfyear of salescycle, againadditionalsystem500,000Zhang Yingthis/shouldis not the majorproblem, if always out of stock, will be quite bigto the consumerenthusiasticattack.”
相对于内地这么庞大的市场,即便是盗版猖獗,但三十万张的专辑销量依旧不能算是太高,于是,李牧对刘镪东说:“你跟滚石的人沟通一下,让他们尽量加制多一点,十五万张还是少了点,如果做好至少半年的销售周期,再加制五十万张应该也不是什么大问题,如果总是断货,对消费者积极性的打击会比较大。”Liu Qiangdongsaid: „Icommunicatedwiththem, butwhat they meant was thatdiscretelyforgood, firstadditionalsystem150,000, if the sales volumeis good, theystep up the systemagain.”刘镪东说:“我跟他们沟通了,不过他们的意思是谨慎为好,先加制十五万张,如果销量不错,他们再加紧加制。”Li Mualsoshowed the understanding, the recordingquantity that the record companydestroyedevery yearwas also not infrequent, mostbeing able to sell outremainedis also occupying the stock, basicallyworked asmunicipal solid waste, thatmaybe the white and shinymoney, to the record company, was more discrete is also normal, but the Taobaonethas begune-Commercetimeat present, the business modelfrom the soletransactionface-to-face, increased the diversities of possibilityall of a sudden, thereforecomparedhangs up„no goods available”directlytwocharacters, the means of crooked line of national salvationhad.李牧对此也表示理解,唱片公司每年销毁的唱片数量也不在少数,大部分卖不掉的留着还占库存,基本上就当垃圾填埋掉了,那可都是白花花的钱,对唱片公司来说,谨慎一些也属正常,不过眼下淘宝网已经拉开了电商时代的序幕,商业模式从单一的面对面交易,一下子增加了多种可能性,所以相比直接挂上“无货”二字,曲线救国的办法有很多。Therefore, Li MuaskedLiu Qiangdong: „How muchmoney does the Mo Wenweispecial editionsell?”
于是,李牧问刘镪东:“莫纹蔚的专辑卖多少钱？”„16Yuan, in additionpostagetogethertwo.”
“十六元,外加邮费一块二。”Li Muthinks,said: „Youask that Rock Recordsperson, is willingto carry out the preferential benefitto sell in advance, underuseradvance paymentthreeYuan, after the arrival of shipment, mayarrive atsixYuan, althoughlostsomeprofits, however the user of transformation will also be more, moreovertheycan the accurategraspingmarket demandquantity.”李牧想了想,说:“你问问滚石的人,愿不愿意搞优惠预售,用户下定金三元,到货后可抵六元,虽然损失了部分利润,但是转化的用户也会更多,而且他们能够精准的掌握市场需求量。”Liu Qiangdongsimply said: „Icallto communicatelaterthem.”刘镪东便道:“那我待会打电话跟他们沟通一下。”Li MuremembersJay Chousuddenly, his not clearJay Chou the sales volumedata of so manyspecial editions, butwantsto comehim should alsoto be one of the futurerecordingsales volumehighestChinesesingers, thereforethenaskedLiu Qiangdong: „Do youunderstandJay Chou?”李牧忽然又想起周杰轮,他不清楚周杰轮的那么多专辑的销量数据,不过想来他应该也是未来唱片销量最高的华语歌星之一了,于是便问刘镪东:“你了不了解周杰轮？”Liu Qiangdongsaid: „Has heardhim, Jingjingverylikes.”刘镪东说:“听说过他,京京挺喜欢。”Li Musaid: „Youunderstood that whichrecord companyheis, moreover, mustspreadtoday the Mo Wenwei120,000recordingonedaybeing sold outnews, leaves a messageonwebsite, welcomeotherrecord companiesto discuss the cooperation, in this case, ifcanattracta number ofrecord companycooperationit would be the best, the record company that ifJay Chousignswalks, youfirstworkwiththem, the nextstageTaobaonetself-managementaudio-video productchannelpushesJay Chouon the lord.”李牧说:“你了解一下他在哪家唱片公司,另外,今天要把莫纹蔚十二万张唱片一日售罄的消息散布出去,在网站上留句话,欢迎其他唱片公司洽谈合作,这样的话,如果能够吸引一批唱片公司合作就最好不过了,而且如果周杰轮签的唱片公司找上门来,你就优先跟他们合作,下一个阶段淘宝网自营音像制品频道就主推周杰轮。”Liu Qiangdongsaid: „Ok, Iarrangenow, moreoverourMangomiinstant kill8 : 00 pm start, can youcometo pay attention?”刘镪东说:“ok,我现在就安排,另外咱们的mangome秒杀今晚八点开始,你要不要过来关注一下？”Li Muun, said: „Ipassin the afternoon, right, whensummer did selling in advance of Brand Dayformallystart?”李牧嗯了一声,说:“那我下午过去,对了,暑期品牌日的预售什么时候正式开始？”„8 : 30 pm.”Liu Qiangdongsaid: „Allpageshave completed, completed the advertisingahead of time, 8 : 30 pm moved the pageto get online, after getting online, ourbackstageofficiallyalsostartsto accept the userorderingdown payment.”
“今晚八点半。”刘镪东说:“所有的页面都已经做好了,也提前做好了广告宣传,今晚八点半活动页面正式上线,上线之后我们的后台也开始接受用户下单预付定金了。”
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The Taobaonetcanpurchaseto have the album of record companygenuineauthorization, to the user of Taobaonetis a verybigpleasant surprise, althoughmostTaobaouserswill not purchase, butthisalsomadethemhave a deeperconfidence levelto the Taobaonet, so manywell-known enterprisescleared the officialflagship storein the Taobaonet, thishad raised a scale the approvaldegree of Taobaonet, butthistimecanattain the record companyto be authorized, andsold the genuinespecial editiononTaobao, promoted the Taobaonetgold contentin user's mindagain.淘宝网能够购买到拥有唱片公司正版授权的音乐专辑,对淘宝网的用户来说是一个非常大的惊喜,虽然大多数淘宝用户并不会购买,但这也让他们对淘宝网产生了更深的信任度,那么多的知名企业在淘宝网开通了官方旗舰店,这本身就已经把淘宝网的认可程度提升了一个档次,而这一次能拿到唱片公司授权,并且在淘宝上销售正版专辑,再次提升了淘宝网在用户心目中的含金量。Except foruser, record companyand evenentireentertainment world, knewin one night the Taobaonet, and powerfulplace of Taobaonet, howinTaobao the Mo Wenweispecial editiongets online the news that sellsgreatlynot to needLiu Qiangdongto propagandize, quickhas spread over the entireentertainment world.
除了用户,唱片公司乃至整个娱乐圈,也在一夜之间重新认识了淘宝网,以及淘宝网的强大之处,莫纹蔚的专辑在淘宝上线即大卖的消息根本不用刘镪东怎么宣传,很快就已经传遍了整个娱乐圈。Day of timesells out120,000special editions, thisresulttrulymakes the entiremusiccircleshock, the keyalso is not only 120,000thisnumbersscary, whatis more important, Rock Recordspromisesto the storehousereserves of Taobaonet, only then120,000, ifkeeps in stocksufficiently, toTaobaonet35days , the sales volumedoes not knowagainmusthightomany.
一天时间就卖掉十二万张专辑,这个成绩确实让整个音乐圈为之震惊,关键还不仅仅是十二万这个数字有多吓人,更重要的是,滚石许诺给淘宝网的库储量只有十二万张,如果库存充足,再给淘宝网三五天的时间,销量不知道要高到多少去了。Rock RecordsrecordingRenminhappylooking, 120,000special editionssellare onlyon the one hand, supplementsotherstarspecial editionsalsoto have the goodsales volume is also onlyon the one hand, whatis more important, theyfoundTaobaonetnewrelease and marketing channel, like thisnot onlywill increase the special editionsales volume, will also reduce the channelcost of special editionsale, toRock Recordsis the bidirectionalprofit, might be considered astheirpresentstraws to grasp.滚石唱片的人大喜过望,十二万张专辑销售一空只是一方面,附带着其他明星专辑也有不错的销量也只是一方面,更重要的是,他们找到了淘宝网这个新的发行与销售渠道,这样不但会增加专辑销量,而且还会降低专辑销售的渠道成本,对滚石来说是双向获利,堪称是他们眼下的一条救命稻草。Otherrecord companiesare paying close attention to the Rock Recordsrecordingin the Taobaoonlinesales volumesituation, aftertheywitnessed the Mo Wenweispecial editionis out of stockrapidly, theyalsorealizeimmediately, the Taobaonethas become a channel that theymuststrive.
其他的唱片公司密切关注着滚石唱片在淘宝网上的销量情况,当他们见证了莫纹蔚专辑的迅速脱销之后,他们也立刻意识到,淘宝网已经成了他们必须要争取的一条渠道。Whatis more important, theythroughMo Wenweiinrapidbeing lucky of Mainland, realizedbehind a Taobaonethugevein, Taobao, not only a network tradingplatform, itsback, Muye Science and TechnologythisinMainlandnewinternetoverlordlevelcompany, butMuye Science and TechnologyhasYYthispowerfulpromotionto killgreatly, thissimplyis the majorrecord company'slong-awaitedsuperchannels, in addition, Tieba (Post It) is also an extremelyimportantcomponent, itcanhelp the stargatherfanswithoneselfnameaccurate, then, Muye Science and Technologyonwas very clearin the influence of entertainment world: Stronglypushes the starnewsthroughYYto the user, gathersagainfans of starthroughTieba (Post It), makingthemexchangeandshareinTieba (Post It)unceasingly, raisestheirloyaltyto the idol, finallygoes towith the Taobaonettheseloyalfanstransformationrealizations, formed a completechain.
更重要的是,他们通过莫纹蔚在内地的迅速走红,意识到了淘宝网背后的一条庞大脉络,淘宝不只是一个网上交易的平台,它的背后,还有牧野科技这个在内地新崛起的互联网霸主级公司,而牧野科技有yy这个强大的推广大杀器,这简直是各大唱片公司梦寐以求的超级渠道,除此之外,贴吧也是一个极为重要的组成部分,它可以帮助明星以自己的名字精准聚拢粉丝,如此一来,牧野科技在娱乐圈的影响力就很清晰了:通过yy集中向用户推送明星讯息,再通过贴吧将明星的粉丝聚拢起来,让他们在贴吧里不断交流、分享,提升他们对偶像的忠诚度,最后再用淘宝网去把这些忠诚的粉丝转化变现,形成了一个完整的链条。Transformsfromfans, strengthensandarrives at the fansrealizationto the fansloyaltyagain, thisoncewas the entertainment companyveryexplicitdevelopmentroute, was onlyto them, the fanstransformationandloyaltystrengthenedthesetwolinksto needto put inlots oftime and energyoperateslowly, costhigheffectiveslow, butnowadays, Muye Science and Technologycanrealizein one night, therefore, Muye Science and TechnologyandTaobaonetline, suddenlybecame the praisefocus that the entireentertainment worldwent after like ducks, but the Taobaocontourbigsellingabilityalsomadeallrecord companieslook at the heartitchyto be hard to take, afterLiu Qiangdongemitted the way of recordingcooperation, closure4 : 00 pm, Mainlandas well asHong Kong , Taiwanallhad. The record company of certainstrengthrelated the Taobaoneton own initiative, explicitlyhoped that canstart the comprehensive cooperationwith the Taobaonet.
从粉丝转化,到粉丝忠诚度增强、再到粉丝变现,这一度是娱乐公司非常明确的发展路线,只是对他们来说,粉丝转化、忠诚度增强这两个环节需要投入大量的时间与精力去慢慢运作,成本高见效慢,而现如今,牧野科技可以在一夜之间就实现,所以,牧野科技、淘宝网这条线,一下子成了整个娱乐圈趋之若鹜的追捧焦点,而淘宝网强大的推售能力也让所有唱片公司看得心痒难耐,在刘镪东放出唱片合作的方式之后,截止下午 4 点,内地以及港台所有具备一定实力的唱片公司都主动联系上了淘宝网,明确表示希望能够与淘宝网展开全面合作。Li Mudeeplyrealized the strength of platformandchannel, oneselfwere onlyuseexistingresourcesconvenienthelp/gangonegroup of Mo Wenwei, didn't expectactuallydid not open a newworldcarefully, whatat presentcandetermine, the Taobaonetwill become the nationalbiggestaudio-video productmarketing channel.李牧深刻意识到了平台与渠道的实力,自己只是利用现有的资源顺手帮一帮莫纹蔚,没想到却不小心打开了一个新天地,眼下可以确定的是,淘宝网将成为全国最大的音像制品销售渠道。
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