RINAPE :: Volume #9

#854: Going forward or retreating depending upon circumstances

LNMTL needs user funding to survive Read More

In the network of later generation is spreading a joke, what said is a grandma goes to the food market to buy the tomato, selected three, after the vendor scale crosses, said: „One -and-a-half jin (0.5 kg), three seven.” 后世的网络上流传着一个笑话,说的是一个老奶奶去菜市场买西红柿,挑了三个,摊主秤过之后说:“一斤半,三块七。” The grandma said: „I make a soup, has no need for so many.” Said that turns around biggest that the vendor looks at a scale rapidly: „One jin (0.5 kg) 22, three.” 老奶奶说:“我就做个汤,用不着那么多。”说完就去掉了个头最大的那个,摊主迅速又瞧一眼秤:“一斤二两,三块。” Finally when everyone thinks the grandma must by the profiteer pit, the grandma actually pulled out the 70 cents calmly, takes up that biggest tomato that just removed, turned head. 结果就在所有人都以为老奶奶要被奸商坑了的时候,老奶奶却从容的掏出了七毛钱,拿起刚刚去掉的那个最大的西红柿,扭头走了。 Three three seven, after removing one, remaining two three, three seven subtract three, that seven hair of subtracting, without the problem, the vendor also can only eat up oneself being unable to speak out about one's grievances. 三个三块七,去掉一个之后,剩下的两个三块,三块七减去三块,减掉的那个七毛,没毛病,摊主也只能吃下自己的这个哑巴亏。 although is a joke, actually very good when manifested the corporate finance, among gambling with Venture Capital. 虽然是个笑话,却很好的体现了企业融资时,与风投之间的博弈。 Present Muye Science and Technology, looks like that several tomato, just varies, has azure to have red. 现在的牧野科技,就像是那几个西红柿,只不过有大有小,有青有红。 YY absolutely is in several tomato biggest, reddest and best that therefore certainly is also most delicious, Tieba (Post It) is possibly not too big nor too small, not azure is not red, but «Happy Farm» perhaps was azure and small that. yy绝对是几个西红柿里最大、最红、最好的那个,所以也一定最好吃,贴吧可能不大不小,不青不红,但是《开心农场》恐怕就是又青又小的那个了。 Although there is a running water, but compared with the true end roaming, this running water significance is not big, what Venture Capital looks will be YY in the immediate Instant Messenger domain and in the future networking domain comprehensive potential, therefore in front of this big frame, «Happy Farm» truly could not be regarded anything. 虽说有流水,但比起真正的端游来说,这点流水意义不大,风投看的是yy在即时通讯领域、在未来网络社交领域的综合潜力,所以在这个大框架面前,《开心农场》确实算不得什么。 Li Mu also guessed correctly the value judgment of Venture Capital, therefore after he wants first to disassemble, discussed with Venture Capital, if Venture Capital really does not favor Tieba (Post It) and Happy Farm is unimportant, more does not favor, more is instead favorable for oneself, for example Sequoia, 13 billion estimate values to Muye Science and Technology, if 12 billion estimate values to YY, Li Mu have a dream must smile to awake. 李牧也猜到了风投的这种价值判断,所以他想先拆开之后跟风投谈,如果风投真不看好贴吧和开心农场也不要紧,越不看好,对自己反而就越有利,比如红杉,130亿估值给牧野科技,如果120亿估值给yy,李牧做梦都要笑醒。 Because Li Mu is at heart clear, the Tieba (Post It) product scale and future ecology chain prospects for development, the estimate value at least can also be dozens even tens of billions, if after and other years hatches Weibo (Micro Blog), the estimate value little said that is also hundred hundred million USD starts. 因为李牧心里清楚,贴吧的产品规模和未来生态链发展前景,估值至少也能达到几十甚至上百亿,如果等几年孵化出微博之后,估值少说也得是百亿美元起步。 As for «Happy Farm», Li Mu truly is also hopeless it to make how much money, because its core task does not make money, but builds the fort to the overseas development of YY, but, in addition, «Happy Farm» also has a special attribute. 至于《开心农场》,李牧确实也没指望它能赚多少钱,因为它的核心任务并非赚钱,而是给yy的海外发展搭炮台,但是,除此之外,《开心农场》还有一个特殊属性。 Unsurprisingly, it definitely is first client side Game, will be the future Game project division first model of product, but Game project division is also at a Game no condition at present, if their hand-in-hand processing round trip financing, Venture Capital to them the high estimate value, most will not only give a team estimate value, in addition the platform addition, will be, Li Mu will be very at heart clear, the client side Game business in the future will be most important of internet earning, if rubs by the extremely common price now in this basket tomato discussed with the capital that will really be must suffer a loss. 不出意外,它肯定是自己第一个客户端游戏,也就是未来游戏事业部的第一款产品,可是眼下游戏事业部还处于一个游戏都没有的状态,如果把他们也并进来去融资,风投根本不会给他们多高的估值,最多只给一个团队估值,再加上平台加成,可是,李牧心里却很明白,客户端游戏业务未来是互联网营收的重中之重,如果现在以极不起眼的价格揉在这一篮子西红柿里跟资本谈,那真是要吃大亏的。 Li Mu wants to do, conducts the optimization in grandma's means that as the seller, first clarifies the price of each tomato in buyer eyes, then takes that the opposite party cannot take a liking , aren't you cannot take a liking? Just I do not want to sell, I take it, we chat remaining. 李牧想做的,就是在老奶奶的办法上进行优化升级,作为卖家,先把每一个西红柿在买家眼里的价格弄清楚,然后把对方瞧不上的那个拿出来,你不是瞧不上吗？刚好我也不怎么想卖,我把它拿出来,咱们聊聊剩下的吧。 Muye Science and Technology others also understand the Li Mu's idea, to analyzing to discuss that financing naturally does not have the opinion, but everyone cared, once after Muye Science and Technology analyzes two to three companies, a company took financing of capital, in the future smooth uses money in the overall operations in three companies? 牧野科技的其他人也都明白李牧的想法,对拆分谈融资自然是没有意见,不过大家更关心,一旦牧野科技拆分成两到三个公司之后,其中一家公司拿了资本的融资,未来怎么顺畅的把钱用在三家公司的整体运营上？ If «Happy Farm» analyzes, then in the future YY globalization time, the capital throws to the Muye Science and Technology fund, quite the first-year university student part was taken away pushes «Happy Farm» fiercely, the capital was definitely insane. 如果《开心农场》拆分出去,那么将来yy全球化的时候,资本投给牧野科技的资金,相当大一部分被拿去猛推《开心农场》,资本肯定要疯了。 Li Mu thought that this at all is not the issue, a face indifferent told the people: „You worried the capital side will oppose we money use on company that in other have nothing to do with them, the basic reason is actually you too the capital, when the person looked, we want the capital money the premise, is the capital cannot interfere with our decisions and operations, if cannot achieve this point, the good financing condition we will not comply.” 李牧却觉得这根本不是什么问题,一脸淡然的跟众人说:“你们之所以担心资本方会反对我们把钱用在其他与他们无关的公司上,根本原因其实是你们太把资本当人看了,我们要资本钱的前提,是资本不能干涉我们的决策与运营,如果做不到这一点,再好的融资条件我们都不会答应。” Saying, Li Mu was also saying: „We are a mature big internet enterprise, is not a start-up, Venture Capital does not need to be worried in this case our product patterns, the profit spaces and prospects for development , they rush to be first wants to invest us, the goal nothing but wants our stocks, after attaining the stock, when we need him, he strives ; When we do not need him, he shuts up and maintains the distance, was a silent shareholder to be OK.” 说着,李牧又道:“我们是一家成熟的大型互联网企业,不是一个初创企业,风投不需要担心我们的产品模式、盈利空间以及发展前景,这种情况下,他们争先恐后的想投资我们,目的无非就是想要我们的股份,拿到股份之后,我们需要他时,他出力;我们不需要他时,他闭嘴并保持距离,做一个沉默的股东就可以了。” Saying of Kong Lingyu approval: „I thought that is also this, even if in the future we with the Venture Capital money in sea extrapolation «Happy Farm», YY that but profits finally truly, once after all our YY open up the perspective in the overseas market, the YY estimate value space was boundless.” 孔令宇赞同的说道:“我觉得也是这样,就算未来我们拿风投的钱在海外推《开心农场》,但最后真正受益的还是yy,毕竟一旦我们的yy在海外市场打开局面,yy的估值空间就无可限量了。” Ding Zhenglin asked Li Mu: „Chief Li, if analyzes, how many your psychological estimate values to our these plates is?” 丁正林问李牧:“李总,如果拆分的话,你对咱们这几个板块的心理估值是多少？” Li Mu thinks, said: „YY 15 billion, Tieba (Post It) 5 billion, Happy Farm 2 billion.” 李牧想了想,说:“yy一百五十亿,贴吧五十亿,开心农场二十亿。” Several people had a scare by Li Mu, calculates, Li Mu at heart the expectation estimate value to Muye Science and Technology is 22 billion! Even if compared with offers highest Softbank also to be higher than 7 billion at present...... 几人都被李牧吓了一跳,这么算下来,李牧心里对牧野科技的期望估值是两百二十亿啊！即便比目前报价最高的软银还高出七十亿…… Lin Qingya actually first saw through the Li Mu's intention, said with a laugh: „Chief Li, I thought that you think, takes Tieba (Post It) and Happy Farm, achieves 15 billion estimate values to finance YY directly?” 林清雅却最先看穿了李牧的意图,笑着说:“李总,我看你心里就是想,把贴吧和开心农场都拿出去,直接把yy做到一百五十亿的估值来融资吧？” Li Mu laughed, hits a sound to refer to: „Qingya you most understand me.” 李牧哈哈一笑,打了个响指:“清雅你最懂我。” Then, Li Mu also said: „Tieba (Post It) has the current capacity, has the user, but currently does not have good realization way besides the advertisement, therefore I believe that the capital will not be optimistic about Tieba (Post It) ; The «Happy Farm» Game pattern is relatively gentle, could not compare MU Online / miracle and Legend this Game in the intensity, moreover Game was also free, the profit space compared with charge Game, similarly, the capital definitely will not naturally favor. But we sell the stock to make financing, to put it bluntly to selling the thing is the same, if something buyer does not approve and bids also lowly, why we can sell this thing?” 说完,李牧又道:“贴吧有流量,有用户,但是目前除了广告之外没有很好的变现方式,所以我相信资本本身也不会对贴吧非常乐观;《开心农场》的游戏模式相对柔和,在激烈程度上比不了奇迹、传奇这种游戏,而且游戏本身又免费,盈利空间自然也比不过收费游戏,同样的,资本肯定也不会对它非常看好。而我们出让股份做融资,说白了就跟卖东西一样,如果某件东西买家不认可、出价也低,那我们何必要卖这件东西呢？” Ding Zhenglin nods: „I defer to the YY 15 billion estimate values to go with Sequoia and Softbank further related in detail.” 丁正林点点头:“那我就按照yy一百五十亿的估值去跟红杉和软银进一步细谈。” „Good.” Li Mu said: „If discussed that we analyzed Tieba (Post It), registered Muye Culture alone ; And the Game development team analyzes «Happy Farm», registers Muye Interactive Entertainment alone, the stock structure complete copy our present stock structures of these two companies, the shareholder and ownership percentage is invariable, but after the resolution, two companies will conduct the independent operation in the future and finance alone.” “好。”李牧说:“如果谈成了,我们就把贴吧拆分出来,单独注册一个牧野文化;把《开心农场》和游戏开发团队拆分出来,单独注册一个牧野互娱,这两家公司的股份结构完全拷贝我们眼下的股份结构,股东和持股比例不变,但是拆分之后,两家公司未来将进行独立运作和单独融资。” „In this case, can achieve to go forward or retreat depending upon circumstances in the future. If attacks, we two companies that find the way to let analyze can also go on the market independently ; If defends, we can also use Muye Science and Technology, merges the companies of these two resolutions through the capital operation, in this case, not only can strengthen the entire Muye Science and Technology strength, but can also avoid Series C rounds financing Venture Capital occupying small advantage, when the time comes the companies of these two their stocks do not come, they want to pay the price additionally again, either dilutes part of stocks, either draws cash to make up the price difference.” “这样的话,在将来就能够做到进可攻、退可守。如果攻,我们就想办法让拆分出来的两家公司也能独立上市;如果守,我们也可以用牧野科技,通过资本操作把这两个拆分的公司重新并购回来,这样的话,不但能增强整个牧野科技的实力,还可以避免c轮融资的风投占便宜,到时候这两个没有他们股份的公司要并进来,他们是要额外再付出代价的,要么稀释一部分股份,要么拿钱出来补上差价。” The Li Mu's offense and defense plan won everyone's approval, everyone also understands, at present Tieba (Post It) and in the Game business person eyes is not outside valuable, however in own person of eye, the development potential is very big. 李牧的攻守规划得到了所有人的赞同,大家也都明白,眼下贴吧和游戏业务在外人眼里不值钱,但是在自己人眼里,发展潜力是非常大的。 At present the Muye Science and Technology core team has not known Li Mu in the future plan in Weibo (Micro Blog) aspect, only knows that the Tieba (Post It) next hatching duty is Blog, moreover Blog had been developing, with will soon after develop. 目前牧野科技的核心团队还不知道李牧未来在微博方面的规划,只知道贴吧下一个孵化任务是博客,而且博客已经在开发了,用不多久就会开发出来。 Although some people had also tried Blog this product before, because of without the city of sufficient current capacity, the strong platform rallying point, the well-known Self Media main body, these people cannot make Blog, but in Tieba (Post It) has plenty of high-quality contents at present, large amounts of star resources, once transforms to Blog on, can create to be the focus of attention Self Media all of a sudden massively, can say, Tieba (Post It) is Blog training except for absolutely the abundant fertile soil, so long as Blog one comes out, can the fire, moreover is the fire. 虽说之前也有人尝试过博客这个产品,但因为没有足够的流量之城、没有强大的平台号召力、没有知名的自媒体主体,那些人都没能把博客做成,但是眼下贴吧里有大量优质的内容,还有大量明星资源,一旦转化到博客上,一下子就能够创造出大量备受关注的自媒体,可以说,贴吧已经为博客培养除了绝对丰沃的土壤,只要博客一出来,一定会火,而且是大火。 Actually looks like in Li Mu, Blog is also good, Weibo (Micro Blog) is also good, these two products are facing a huge issue in the developing process: Applauds does not attract a large audience, to put it bluntly does not have good realization pattern, the current capacity is big, fame is big, does not know how can make money. 其实在李牧看来,博客也好,微博也好,这两个产品在发展过程中都面临着一个巨大的问题:叫好不叫座,说白了就是没有很好的变现模式,流量大、名气大,就是不知道怎么才能赚钱。 A daily average independent visitor surpasses 1 million Portal website, if only depends to sell the advertisement, one year of earning was very surely great, for example purchase beforehand Hao123 ; But if a Japanese forces independent visitor surpasses 1 million e-Commerce website, one year of earning can achieve dozens with ease tens of billions, both true difference is the realization way. 一个日均独立访客超过一百万的门户网站,如果只靠卖广告,一年的营收千万就很了不起了,比如自己收购之前的hao123;但是如果是一个日军独立访客超过一百万的电商网站,一年的营收可以轻松做到几十上百亿,两者真正差的就是变现方式。 However this to Li Mu is not the issue, because Li Mu already will prepare excellent realization channel Taobao to Blog as well as future Weibo (Micro Blog). 不过这对李牧来说都不是问题,因为李牧已经给博客以及未来的微博准备好了一个绝佳的变现渠道淘宝。 After Weibo (Micro Blog) of later generation develops some time, starts to develop in the new media e-Commerce direction, if not the appearance that the WeChat friend encircles, „derivative army” will definitely take root on Weibo (Micro Blog) ten million/countless. 后世的微博发展到一定时间之后,就开始向新媒体电商的方向发展,如果不是微信朋友圈的出现,千万“微商大军”肯定就会在微博上扎根了。 Li Mu does not want to create „derivative army”, but new media e-Commerce is actually a very effective development direction, once the Blog fire, will certainly gather mass users, thinking the means to guide the Taobao net to spend these users, will be Blog in the future most important of realization. 李牧不想造就“微商大军”,但是新媒体电商却是一个非常有效的发展方向,一旦博客火起来,一定会聚拢大量用户,想办法把这些用户引导去淘宝网消费,就是博客未来变现的重中之重。 In other words, in the future the advertisement delivery of Blog, Li Mu will basically have decided, must all give Taobao one, the e-Commerce realization way is direct . Moreover the conversion rate is high, is much more effective than other internet advertisements. 换句话说,未来博客的广告投放,李牧基本上已经决定,要全给淘宝一家,电子商务的变现方式直接,而且转化率高,比其他的互联网广告要有效得多。 Moreover, Blog is new Self Media, here user, few people create the premium content, lots of person attention and digestion premium contents, in this case, Blog can guide a group of people or the influential people who are good at making the content come, tries content e-Commerce directly. 而且,博客本身就是新型自媒体,这里的用户,少量人创造优质内容,大量人关注和消化优质内容,在这种情况下,博客可以引导一批善于做内容的人或者有影响力的人来,直接尝试内容电商。 For example: Let the well-known make-up artist open Blog, the explanation puts on make-up, while recommends the cosmetics and putting on make-up tool of Taobao cooperative enterprise, her audience during learn/study, can have the buying urge through her guidance to the product that she recommends directly, but the link that in Blog supplements can make these fans skip to Taobao on directly completes the purchase ; 比如:让知名的化妆师开博客,一边讲解化妆,一边推荐淘宝合作企业的化妆品和化妆工具,她的受众在学习的同时,直接就可以通过她的引导对她推荐的产品产生购买欲,而博客内附带的链接可以直接让这些粉丝跳转到淘宝上完成购买; For example: Let the well-known fashion magazine open Blog, recommends clothing matching of various cooperative enterprises regularly, the seen user is interested in some clothes, clicks on similarly on Taobao to purchase directly ; 比如:让知名的时尚杂志开博客,定期推荐各种合作企业的服装搭配,看到的用户对某件衣服感兴趣,点击一下同样可以在淘宝上直接购买; The Taobao shop owner can promote the product on Blog, the well-known blogger can also open a shop on Taobao, in brief makes a connection with these two links among thoroughly, two resources can realize to exchange as well as transform mutually, the promote each other, develops together. 淘宝店主可以在博客上推广产品,知名的博主也可以在淘宝上开店,总之把这两个环节之间彻底打通,两头的资源就可以实现互通以及相互转化,互相促进、共同发展。 This was big ecology the place of awesome, previous life Sina fiddled with Blog and Weibo (Micro Blog) time, in the hand may not have a Taobao net to make the realization to them, but now, Blog and Taobao are Li Mu's...... 这就是大生态的牛逼之处了,上辈子新浪捣鼓博客和微博的时候,手里可没有一个淘宝网给他们做变现,但是现在,博客和淘宝都是李牧的……
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