RINAPE :: Volume #7

#603: Li Mu's „entire channels”

LNMTL needs user funding to survive Read More

More than ten video advertisement that is pieced together by lots of stars constantly ferments the topic heat degree in the network. 十多个由大量明星拼凑的视频广告在网络上不断酝酿话题热度。 A star can haunch a brand sometimes, so many stars, to most enterprises, invited the cost high oddness of star let alone, but, to the Taobao net, the one cent did not use the flower, but to the record companies as well as these stars, they need hits to relate with the Taobao net as well as Taobao net back Muye Science and Technology, thinks that they recorded a small video are only the slight efforts, could not be regarded anything, but to user, this influence may too be big. 一个明星有时就能撑起一个品牌,更何况这么多明星,对绝大多数的企业来说,请明星的成本高的离谱,但是,对淘宝网来说,一分钱都不用花,而对唱片公司以及这些明星来说,他们需要和淘宝网以及淘宝网背后的牧野科技打好关系,所以为他们录制一个小小的视频只是举手之劳,根本算不得什么,但是对用户来说,这个影响力可就太大了。 The users do not understand the connection between Taobao nets and record companies, did not understand that the Taobao net means anything to the record company, sees these videos in them, they feel Taobao net awesome purely, moreover is not general awesome, thus at heart instinct increased many approvals and faith to the Taobao net. 用户并不了解淘宝网与唱片公司之间的关联,也不理解淘宝网对唱片公司来说意味着什么,在他们看到这些视频,他们只是单纯觉得淘宝网牛逼,而且不是一般的牛逼,从而在心里本能的对淘宝网增加了更多的认可与信赖。 The backstage data showed that the video advertisement that even many users do not use more than ten all looked, but also some people all were the star who the Taobao net had the advertisement combed in Tieba (Post It), and pasted the list, made people feel the powerful place of Taobao net intuitively...... 后台数据显示,甚至有很多用户把十几条不用的视频广告全看了一遍,还有人在贴吧里把所有为淘宝网打广告的明星梳理了一遍,并把名单贴了出来,更加直观的让人感觉到淘宝网的强大之处…… All of a sudden, these more than ten videos become the object who the netizen discussed that the click broadcast quantity of video are also increasing unceasingly. 一下子,这十几条视频又成了网友热议的对象,视频的点击播放量也在不断增加。 Although the process technology of eye obscene media is not very proper, but online looked at the videos has not been the major problem, at present online lash fiery/popular, many original songs are born MV of lash animation version, and online obtained significant attention, for example that «Northeasterners in Xue Village Were Lei Feng», that «I of high noon sunlight Start Rock and rolls», some domestic-made lash animations also started in online to be getting more and more hot, for example «Boast Three countries», «Deer and Cauldron» wait/etc, happen to was the initial stage that video website was born. 虽说眼下流媒体的处理技术还不够到位,但是在线看视频早已经不是什么大问题了,目前在线lash正火爆,很多原创歌曲都诞生了lash动画版的mv并且在网上得到了大量的关注,比如雪村的那首《东北人都是活雷锋》、正午阳光的那首《我开始摇滚了》,一些国产的lash动画也开始在网上越来越热,比如《大话三国》、《鹿鼎记》等等,正好是视频网站诞生的初级阶段。 the lash time crosses, online video website will breed to live, Li Mu has moved in one instantly the thoughts of making video website, but calculates that is born from Youtube must wait on for three years, therefore Li Mu also broke fundamentally reading that makes video website thinks, this fever money moreover the profit way primitive gadget do not fiddle with, oneself develop Muye Science and Technology and Taobao net with single-hearted devotion, after real and other springs of online video came, these two family/home companies put out 1 and 2% market value casually, on can buy China biggest video website. lash时代一过,在线视频网站就会孕育而生,李牧在某一个刹那动过做视频网站的心思,不过算一算距离诱tube诞生还要等上三年,于是李牧也就从根本上断了做视频网站的念想,这种烧钱而且盈利方式原始的玩意儿还是不要去捣鼓了,自己专心发展牧野科技和淘宝网,真等在线视频的春天来了之后,这两家公司随便拿出一、2%的市值,就能把华夏最大的视频网站买到手。 The Taobao net most important several important matters start to start, Liu Qiangdong started to invest forming of logistics company rapidly, to enhance the construction efficiency of logistics company, he dug two to work specially very one set of alumni from oneself old schoolmate, named Du Haifeng, named Xiao He, they were Renmin graduates, the financial management specialty, afterward respectively read m Boss in Tsinghua and Yanjing, held public office at Oracle, held public office at some well-known investment bank, was the middle management post, because the Taobao movement were too recently many are too big, the influence was unprecedented, therefore Liu Qiangdong Digs these two people not to take what effort. 淘宝网最重要的几件大事都开始启动,刘镪东迅速开始投入到了物流公司的组建当中去,为了提升物流公司的筹建效率,他专门从自己的老同学里挖来了两个做事情非常有一套的校友,一个名叫杜海峰,一个名叫肖何,两人都是人大毕业,金融管理专业,后来又分别在清华和燕大读了mba,一个供职甲骨文,一个供职某知名投行,属于中层管理岗位,因为最近淘宝的动作太多太大,影响力空前,所以刘镪东挖这两个人并没有费什么力气。 Xiao He excels at the business management and capital operation, a m Boss A graduation joins the investment bank, achieves the present in the investment circle, without contacting internet, although somewhat comes apart in the internet level, however the revolution as well as in the capital development direction in actual enterprise has the extremely clear vision and strategy, therefore Liu Qiangdong comes up to throw specifically him to be responsible for making the investment purchase, the present purchase is also simple, must first receive a offline logistics motorcade of a certain size, this motorcade is not the logistics company that the coverage extends in all directions, but is 20-30 car(riage)s spells to crowd together, makes the point-to-point transportation of several line specially, according to Li Mu's The plan, they need to need such a motorcade to satisfy following Li Mu earlier in the logistics above strategic plan. 肖何擅长企业管理以及资本运作,mba一毕业就加入投行,在投资圈做到现在,没接触过互联网,虽说在互联网层面有些脱节,但是在实际企业的运转以及资本发展方向上有极其清晰的眼光和谋略,所以刘镪东一上来就把他丢出去专门负责做投资收购,眼下的收购也非常简单,首先是要收一个有一定规模的线下物流车队,这种车队并非覆盖面四通八达的物流公司,而是20-30辆车拼凑在一起,专做某几条线路的点对点运输,按照李牧的规划,他们需要前期需要一个这样的车队来满足后续李牧在物流上面的战略规划。 Xiao He first made a general cost estimate quickly, if forms a cost of motorcade is not high completely, since the localization serves the point-to-point transportation, large freight vehicle of vehicles on only consideration, if the advanced preparation invests 15 medium-sized trucks as well as ten Heavy Vehicle trucks is used for the satisfied Li Mu's demand, earlier the total investment cannot over 15 million, even if drags with the import for example Mercedes and Volvo or is Scania, is still about 20 million can solve the problem, but the issue on forming of motorcade, buying the car(riage) is easiest, advertises many that the driver and management motorcade must trouble relatively, therefore oneself form on far. Credible that might as well purchase, has it all, prepares to go on duty at any time, this will be more convenient. 肖何很快就先做出了一个大概的成本估算,如果完全自己组建一个车队的成本并不高,既然定位是服务点对点运输,车辆就只考虑中大型货车,假如先期准备投入十五辆中型卡车以及十辆重型卡车用来满足李牧的需求,前期总投资不会超过一千五百万,就算是采用进口拖头例如奔驰、沃尔沃或者是斯堪尼亚,也不过就是两千万左右就能够解决问题,但问题是在车队的组建上,买车最容易,招聘司机、管理车队相对要麻烦的多,所以自己组建就远不如收购来的靠谱,连车带人一锅端,随时准备上岗,这样的话会更方便。 Liu Qiangdong gives Xiao He the matter of purchase motorcade, oneself brought Du Haifeng to start secret the road of digging person, perhaps was the heart has the complaint, he first started from Yanjing, first started to dig, was the ZJS Express person. 刘镪东把收购车队的事情交给肖何,自己带着杜海峰开始了隐秘的挖人之路,也许是心有怨念,他先从燕京起步,最先开始挖的,就是宅急送的人。 ...... …… The experience that a night holds red Mo Wenwei, making Li Mu start to take a broad view at the entire entertainment world, he does not want to mingle among the entertainment world, but actually hopes that very much can establish a flag in the entertainment world, in brief, he wants oneself enterprise and brand has the unusual influence in the entertainment world. 一夜捧红莫纹蔚的体验,让李牧开始放眼整个娱乐圈,他并不想混迹娱乐圈,但却很希望能够在娱乐圈立下一面旗帜,总之,他想要自己的企业和品牌在娱乐圈里拥有非同一般的影响力。 Therefore, he prepares Muye Science and Technology Business connection to communicate with the record company, signs with the singer to open a Tieba (Post It) authentication account number for their affiliated each again, making them start to move into Tieba (Post It) officially, goes to Tieba (Post It) to operate own fans community personally, to agitate the star actively participates, Li Mu ejected one „the entire channel promotion” the pattern tempts the record companies as well as their affiliated singers. 于是,他准备让牧野科技的商务接口人跟唱片公司沟通,为他们旗下每一个签约歌手再开一个贴吧认证账号,让他们开始正式入驻贴吧,亲自去贴吧经营自己的粉丝群体,为了鼓动明星积极参与,李牧抛出了一个“全渠道推广”的模式来引诱唱片公司以及他们旗下的歌星。 The so-called entire channel promotion, is Muye Science and Technology and Taobao net linkage, in a short time gathers all channels to catch up together, pushes a special edition of singer full power, pushed Mo Wenwei like the past few days, but Li Mu this time was clear about a standard: The singer who all entire channels promote, can obtain a YY entire user pop-up window recommendation and entire Tieba (Post It) Boss anner recommendation and Easy Music Network Boss anner recommendation, and Taobao net Boss anner recommendation, first guides Easy Music Network from YY the user, making them listen to music, then inducts Tieba (Post It) in the user who the song is interested, allowing them to participate in the interaction, gradually becomes depth fans, finally guides the Taobao net, making them pay money to buy the special edition, realizes the fans realization. 所谓全渠道推广,就是牧野科技与淘宝网联动,在短时间内聚集所有渠道一起发力,全力来推一个歌星的一张专辑,就像前些天推莫纹蔚一样,只不过李牧这次明确了一个标准:所有全渠道推广的歌手,都可以得到一次yy全用户弹窗推荐、全贴吧banner推荐、易听网banner推荐,以及淘宝网banner推荐,先把用户从yy导向易听网,让他们听歌,然后再把对歌曲感兴趣的用户导入贴吧,让他们参与互动,逐渐成为深度粉丝,最后再导向淘宝网,让他们付钱买专辑,实现粉丝变现。 This entire channel promotion to the record company and singer without doubt is the extremely attractive thing, because the great success of Mo Wenwei puts at present, everyone sees clearly, who hopes that can have such opportunity to obtain this entire channel promotion, but Li Mu also maintained the consistent quick-witted attitude, he had not said running requirements that the entire channel promotes, but he disclosed a running weight: Operates a more careful singer to Tieba (Post It), more has the opportunity to obtain the entire channel promotion. 这个全渠道推广对唱片公司以及歌手来说无疑是极其有吸引力的东西,因为莫纹蔚的巨大成功摆在眼前,大家都看得清清楚楚,谁都希望能够有这样的机会得到这种全渠道推广,而李牧也保持了一贯机智的作风,他没有说全渠道推广的参选条件,但是他却透露了一个参选权重:对贴吧经营越上心的歌星,越有机会得到全渠道推广。 Li Mu's this weight condition unusual urogenous, you said that operates Tieba (Post It) certainly to have the opportunity to obtain the entire channel promotion earnestly? Cracking a joke naturally is not, finally who can obtain calculation that Li Mu said that but can tell you clearly, if you do not operate your Tieba (Post It) well, you want not to need to think. 李牧的这个权重条件就非常尿性了,你说是认真经营贴吧就一定有机会得到全渠道推广吗？开玩笑当然不是,最后谁能得到还是李牧说的算,但是可以明确告诉你,你如果不好好经营你的贴吧,那你就想都不用想了。 Therefore, wants to obtain the entire channel promotion? First operated own Tieba (Post It) earnestly diligently well to say again. 所以,想得到全渠道推广？先把自己的贴吧认真努力经营好再说。 Reason that must transfer, to allow them actively to participate in the singer Tieba (Post It), Li Mu's considers not only need make them promote the Tieba (Post It) gold content as well as to user condensation, what is more important, he needs first to make these singers foster in the internet platform operates the custom of fans community, then the next Portal net gets up, oneself will depend on the Portal net to clear individual Blog, quite therefore public YY zone, when the time comes, Blog this product, needs to make these singer make a duty to promote. 之所以要把歌星调动起来、让他们积极参与到贴吧里面,李牧的考虑不但是要让他们提升贴吧的含金量以及对用户的凝聚度,更重要的是,他需要先让这些歌星养成在互联网平台经营粉丝群体的习惯,然后等下一步门户网起来,自己就会依托门户网开通个人博客,也就相当于是一个公开的yyzone,到时候,博客这一个产品,就需要让这些歌星来做一个义务推广。 As for Weibo (Micro Blog), Li Mu does not prepare to do temporarily, the Weibo (Micro Blog) communication speed was too fast . Moreover the information high degree of concentration, becomes huge opinion gathering place very much easily instantaneously, once the control is not good, is extremely easy to raise the political risk, temporarily is not easy to begin such project. 至于微博,李牧暂时不准备做,微博的信息交互速度太快了,而且信息高度集中,很容易瞬间成为一个庞大的言论汇聚地,一旦控制不好,极容易引发政治风险,暂时不易上手这样的项目。 In addition, the future China mainland is a huge entertainment industry market, if can first build the reputation in the entertainment world, later makes many that anything can facilitate, had this influence, if in the future Muye Pictures must make the movie, the good director to be naturally willing to cooperate, the good actor to be willing to cooperate, because the influence is big, the right to speak is high, the cooperation cost will also pull down much ; Moreover is, if the Muye Pictures movie must place Cinema showing, Li Mu can also go to discuss the condition with the Muye Science and Technology resources with Cinema, in my hand has YY this powerful recommendation channel, can fast the watching movies information advertisement delivery to several million users, so long as you arrange the sufficient platoon piece resources to me, the booking rate and box office will have the safeguard greatly. 除此之外,未来的华夏大陆是一个庞大的娱乐产业市场,如果能先在娱乐圈树立威信,以后做什么都会方便的多,有了这层影响力,未来如果牧野映象要拍电影,好导演自然愿意合作,好演员更愿意合作,而且由于影响力大、话语权高,合作成本也会压低不少;另外就是,如果牧野映象的电影要放在院线放映,李牧也可以用牧野科技的资源去跟院线谈条件,我手里有yy这个强大的推荐渠道,可以快速把观影信息广告投放给几千万用户,只要你给我安排充足的排片资源,上座率和票房会大有保障。 Then, Muye Pictures must plan and Xiangnan TV cooperation does «Super Voice Girls», the record company and singer foundation that oneself present overcome can play very big effect, the previous life super girl first how many judges are almost the uniform parallel import, if oneself did is simpler, star Zhang Xueyou (Jacky Cheung) of Hong Kong? Is Xiao Yaxuan of Taiwan passable? Mainland Tian Town now well known? Adds on Teacher Liu Huan again enough the weight/quantity? Let alone their worth much is high or the rack is much big, entire channel resources lose, believes that some people will not be excited, if the insufficient heart movement, that turns time to him, twice entire channel general headquarters? 接下来,牧野映象要规划和湘南卫视合作搞《超级女声》,自己现在打下的唱片公司以及歌手基础就能起到非常大的效果,上辈子超女前几届的评委几乎都是清一色的水货,如果自己做就简单多了,香港的歌王张学有可以吗？台湾的萧雅轩还说得过去吧？内地的田镇现在名气不小吧？或者再加上刘焕老师够不够分量？别说他们身价多高或者架子多大,全渠道这个资源丢出来,相信不会有人不心动,如果不够心动,那就给他翻倍,两次全渠道总行吧？ Except for competition program, if in the future wants to make the reality show brand , needs the powerful entertainment world resources, if Keep Running this prosperous reality TV must do, is only the star appearance money must spend a lot of money, but if this is Muye Pictures does? In the price will sell at a discount on own initiative, even on free program? This is not not possible, other resources that so long as give are sufficient, pouring to pay out of money is possible. 除了选秀节目,未来如果想做真人秀品牌,也需要有强大的娱乐圈资源,跑男这种长盛不衰的真人秀节目如果要做起来,光是明星出场费就要砸不少钱,但如果这是牧野映象做的呢？价格上是不是会主动打折扣,甚至免费上节目？这也并非不可能,只要给的其他资源足够,倒贴钱都是可能发生的。 Once the resources the linkage gets up, the effect strength is naturally unprecedented, one plus one is bigger than two, adds adds one to be bigger than five repeatedly, in addition one can be bigger than ten again. 资源一旦联动起来,所产生的影响力自然是空前的,一加一大于二,一加一再加一就大于五,再加一能大于十。 The promoted pattern of entire channel has not let out, Li Mu have started to get ready the influence antenna to extend to the Hong Kong local area, he must unite the Rock Records recording, helping Du Wei in Hong Kong issue that «Next Station, Tian Hou», makes this song hit the lists in Hong Kong, lets Du Wei while Hong Kong famous, he also made Muye Science and Technology Business Director Ding Jian be ready offline promotion in Hong Kong, this time, he must let YY and Tieba (Post It) these two models of products enters the fields of vision of all Hong Kong people officially, goes into the Chinese entertainment world current supreme headquarters the roots. 全渠道的推广模式还没有放出去,李牧就已经开始准备把影响力的触角伸到香港本地,他要联合滚石唱片,帮杜薇在香港发布《下一站天后》、让这首歌在香港打榜,让杜薇在香港出名的同时,他也让牧野科技的商务总监丁健做好了在香港的线下推广准备,这一次,他要让yy和贴吧这两款产品正式走进所有香港人民的视野,把根扎进华语娱乐圈目前的大本营去。 ( To be continued.) (未完待续。)
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