RINAPE :: Volume #9

#867: When production costs rise , prices rise too

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Ding Zhenglin is the expert who plays the capital, naturally realized that under last night such big good news stimulation, the Muye Science and Technology estimate value must recomputate. 丁正林是玩资本的老手,自然意识到在昨晚这么大的利好消息刺激下,牧野科技的估值必然要重新计算。 Actually, the estimate value of enterprise is actually not rigorous, particularly internet this emergent industry, the enterprise estimate value is even the same as the appearance money of star, regular doing roller coaster. 其实,企业的估值其实一点都不严谨,尤其是互联网这种新兴产业,企业估值甚至与明星的出场费一样,经常性的做过山车。 If compares with a star the enterprise, normally, a salary of movie is 1 million, if that on Spring Night, or walked dog shit transporting to meet to shoot a supporting role of Hollywood big manufacture, then his worth may rise dramatically ten times to continue in one night ; 如果把企业比作一个明星,正常情况下,一部电影的片酬是一百万,那么如果上了一次春晚,或者走狗屎运接拍了一部好莱坞大制作的配角,那么他的身价可能会在一夜之间暴增十倍不止; On the contrary, if a star salary is 10 million, but was blown out the huge scandal suddenly, the appearance money possibly falls to 1 million no one dares to ask him to make a movie, when is similar to the disaster stock price, flowing. 相反,如果一个明星片酬是一千万,但忽然被爆出巨大的丑闻,出场费可能跌到一百万都没人敢请他拍戏,就如同股灾时的股价,一泻千里。 If stands in the gusty area, the casual origination might finance successfully at hundred million estimate values less than one year of internet enterprise, if the wind stopped, such enterprise also in meeting a cruel death that the flash will fall. 如果站在风口上,随便一个创办不足一年的互联网企业都有可能以过亿估值融资成功,如果风一停,这样的企业也会在一瞬间摔的粉身碎骨。 Li Mu stands in a powerful gusty area now, this gusty area is the national good policy blows, effect of this strong boost on the enterprise estimate value is extremely huge. 李牧现在就站在一股强大的风口上,这风口是国家利好政策吹起来的,这股强大的助力对企业估值的影响极其巨大。 Ding Zhenglin asked Li Mu: „Chief Li, you felt the words that offers, how many screening the standard are?” 丁正林问李牧:“李总,你觉得重新报价的话,筛选标准是多少？” Previous time, what Li Mu decides is 100 hundred million RMB gets up to discuss, the offer is higher than this price, everyone has the opportunity to continue to discuss, if below this price, exempts totally discussed. 上一次,李牧定的是一百亿人民币起谈,报价高于这个价格,大家才有机会继续谈下去,如果低于这个价格,一概免谈。 This time, after Li Mu ponders slightly, said to Ding Zhenglin: „Overall coefficient sincerity 1.5 times, after our time directly Muye Science and Technology with resolution discussed with the capital, Tieba (Post It) this call circuit takes, Game this business also to take only, Muye Pictures must take, completely in the capital level breaks up, goes to discuss with them with our YY closed loops.” 这一次,李牧略微思考之后,对丁正林说:“整体系数诚意1.5倍起,我们这次直接用拆分后的牧野科技跟资本谈,贴吧这条业务线单拿出来、游戏这条业务也单拿出来,还有牧野映象也要拿出去,全部在资本层面拆散自后,之拿我们的yy闭环去跟他们谈。” Ding Zhenglin said: „Financing who Chief Li, good of government promotion industry growth, at least can let the national internet enterprise increases 20% and even higher, we are the domestic internet leaders, the entire good policy we profit in a big way, in addition we such powerful government relations, the premium naturally must be higher, I thought that we discussed the estimate value again, can direct dou Boss le.” 丁正林说:“李总,政府推动行业发展的利好,至少可以让全国互联网企业的融资普增20%甚至更高,我们是国内互联网的龙头企业,整个利好政策我们受益最大,再加上我们这么强大的政府关系,溢价自然要更高,我觉得我们再谈估值,可以直接double一下。” Li Mu is the technical family background, to insufficient that the capital market grasps, he thought that 1.5 times are very rampant, does not dare to imagine overnight the company estimate value to realize dou Boss le. 李牧是技术出身,对资本市场把握的不够,他觉得1.5倍就已经很嚣张了,根本不敢想象一夜之间公司估值就可以实现double。 Ding Zhenglin realized that Li Mu's is not self-confident, said with a smile slightly: „Chief Li, the time of internet bubble you personally have not definitely experienced, let alone estimate value dou Boss le, turns five times of enterprises I to see by a model of product overnight in one night, I you told that before last night, the China internet whole slightly was low discrete , be at with the cold state, only had Muye Science and Technology and Taobao net two develops rapidly outstandingly ; Last night crossed, the China internet industry enters gradually the heat condition immediately, the national policy moved, the capital also acted as soon as one gets the news, now wants to seize the chance to hurry to throw several is several, otherwise and other good policies gradually landing, when the time comes the industry was overheated, the bubble blew, estimate value when production costs rise, prices rise too.” 丁正林意识到李牧的不自信,微微笑道:“李总,互联网泡沫的时代您肯定是没有亲身经历,别说一夜之间估值double,凭借一款产品在一夜之间翻五倍的企业我都见过,我这么跟您说吧,在昨晚之前,华夏互联网整体略微谨慎、低迷,处于遇冷状态,唯有牧野科技和淘宝网两枝独秀发展迅速;昨晚一过,华夏互联网行业立刻就进入了渐热状态,国家政策一动,资本也闻风而动,现在就想趁机会赶紧能多投几家是几家,否则等利好政策逐渐落地,到时候行业过热,泡沫吹起来,估值就更水涨船高了。” The Li Mu hear still nods. 李牧听完兀自点头。 Ding Zhenglin said is also reasonable, sometimes, can only produce also insufficiently, but must fix a price, Muye Science and Technology this leader, almost same level has not competed in the China market, therefore the words of estimate value, the referrible rigid standard are not many, on the conference table spells is respectively to acting bashful and control of own opponent, what buyer pursue is the lower limit of shouting the opposite party and bit stubbornly, opposite that exactly the seller pursued, was the upper limit of shouting the opposite party and bit stubbornly. 丁正林说的也有道理,有些时候,光会生产还不够,还得会定价,牧野科技这种龙头企业,在华夏市场里几乎没有同级竞品,所以估值的话,可参考的硬性标准不多,谈判桌上拼的就是各自对自己对手的拿捏和把控,买方追求的是一口喊出对方的底限并且死死咬住,卖方追求的恰好相反,是一口喊出对方的上限并且死死咬住。 The lower limit and buyer of seller upper limit may miss several times of dozens times, because of this, various commercial spies emerge one after another incessantly, if knows ahead of time the card in a hand of opposite party, that discussed to go smoothly everywhere absolutely. 卖方的底限和买方的上限有可能差出几倍几十倍,正因为如此,各种商业间谍才层出不穷,如果提前知道对方的底牌,那谈起来绝对可以无往不利。 Therefore, Li Mu is not really able to determine at present, Muye Science and Technology can discuss many estimate values finally, therefore he decided that the carte blanche to the professional, making Ding Zhenglin strive as far as possible. 所以,李牧眼下也实在无法确定,牧野科技到底最终可以谈成多少估值,所以他决定全权委托给专业人士,让丁正林去尽量争取。 ...... …… Today is Teacher Lei First Day reported, will be next to the Brother Liu No. 3 character as the future Taobao net, Li Mu will attach great importance to especially, Brother Liu will also be the same. 今天是雷教主第一天报道,作为将来淘宝网仅次于刘师兄的三号人物,李牧格外重视,刘师兄也是一样。 Brother Liu thought to hurry back today, in the evening asked Teacher Lei to eat meal and drink a liquor with Li Mu together, welcome him to join the Taobao team officially, because Li Mu installed to compel before the whole nation last night ruthlessly, Brother Liu is preparing to go to the airport this morning, received domestic many calls of capital member secretaries one after another. 原本刘师兄想今天赶回来,晚上跟李牧一起请雷教主吃顿饭、喝点酒,正式欢迎他加入淘宝团队,但是因为李牧昨晚在全国人民面前狠狠的装了个逼,以至于刘师兄今天一大早正准备去机场,就陆陆续续接到了国内多个省会城市一把手秘书的电话。 In the telephone, they sent out the sincere invitation to Brother Liu, hoping Brother Liu can inspect to the local area, they are willing to most preferential policies, to trade Taobao Logistics to throw the Construction logistics base in the area. 电话中,他们均向刘师兄发出了诚挚的邀请,希望刘师兄能够到当地考察,他们愿意给最多的优惠政策,换淘宝物流在当地投建物流基地。 Last night the report of CCTV, making the local government smell extremely strong achievements flavor from Li Mu, if the Li Mu's enterprise can settle down in the area, in the future in individual official career personal history, that quite lost face/showed off absolutely! If Li Mu will continue when production costs rise, prices rise too in the future, the strength of enterprise is getting stronger and stronger, fame to be getting bigger and bigger, to promoter action that they bring hard to estimate. 昨晚央视的报道,让地方政府从李牧身上嗅到了极强的政绩味道,如果李牧的企业能够在当地落户,将来在个人仕途履历上,绝对是相当出彩的一笔！如果将来李牧继续水涨船高,企业的实力越来越强、名气越来越大,给他们带来的促进作用将更加难以估量。 Therefore, each region government office was studying the Li Mu's industry domain last night, which industries studies Li Mu to introduce the place to come, looks around, probably besides Taobao Logistics, did not have other choices. 所以,各地政府办公室昨晚都在研究李牧的产业版图,研究李牧到底有哪些产业是可以引进到地方来的,看来看去,好像除了淘宝物流之外,也就没其他的选择了。 Taobao Logistics although is not the enterprise with high and new technology, but in the final analysis, can see from the name, this logistics enterprise and Taobao net are the close hooks, moreover in the future since must support the entire Taobao net order logistics transportation, although is not the internet enterprise, but the internet aura and relations are strong, introduces and supports Taobao Logistics, covertly isn't supporting the China internet development? 淘宝物流虽然不是高新企业,但说到底,从名字就可以看得出,这家物流企业和淘宝网是密切挂钩的,而且将来一定是要支撑起整个淘宝网订单物流运输的,所以虽不是互联网企业,但互联网气息与关系却非常浓厚,引进和扶持淘宝物流,不就是变相在支持华夏互联网发展吗？ The official career is fastidious is actions of superiors are imitated by subordinates of policy, since the national overall strategy promotes the internet rapid growth, that local government definitely in the range that if also wants the means to have jurisdiction over in oneself actively promotes, at present except for four first-tier cities, other cities does not have the talent, not to have the environment, wants to promote the difficulty of internet industrial development to be enormous, therefore the most appropriate means are to introduce Taobao Logistics. 仕途本身讲究的就是政策的上行下效,国家整体战略既然是推动互联网高速发展,那地方政府肯定也要想办法在自己管辖的范围内积极推动,眼下除了四个一线城市,其他城市没有人才、没有环境,想推动互联网产业发展的难度极大,所以最合适的办法就是引进淘宝物流。 Brother Liu told Li Mu, was not only regional capitals, even if had just discussed the Shanghai municipal government, still communicated with him in this morning earliest possible time, wanted in the foundation that came to an arrangement about to yield on own initiative, gives the Taobao Logistics bigger policy support. 刘师兄告诉李牧,不光是各地的省会城市,即便是刚刚谈过的沪市市政府,也都在今天上午第一时间跟他沟通,主动要在原本谈妥的基础上让步,给予淘宝物流更大的政策支持。 Said with the Brother Liu original words: „That land for building simply to giving for nothing to be the same, the enterprise tax-free is since three years, some direct opens the mouth is ten years, made that I was embarrassed, even some added that so long as we go, can solve the interest-free loan in the local help. Li Mu, how I felt, you after on the television blows awesome, probably we all of a sudden had taking the drainless government resource, feeling the whole world beautiful many,......” 用刘师兄的原话说:“那地皮简直就跟白给一样,企业免税都是三年起,有的直接开口就是十年,弄得我都不好意思了,甚至有的还说只要咱们去,就可以在当地帮忙解决无息贷款。李牧,我怎么感觉,你在电视上吹一个牛逼之后,好像我们一下子拥有了取之不竭的政府资源,感觉整个世界都明媚了不少,……” Li Mu ten thousand didn't expect installed one to compel to be able yesterday to provide so many benefits unexpectedly, the local governments of various provincial capitals show good will to Taobao Logistics, but thinks carefully, yesterday have carried „internet enters home” the policy flag behind, this really had huge difference from before, particularly the sensitivity extremely high government, paid certainly great attention to these compared with anybody. 李牧万没想到昨天装一个逼竟然能带来这么多的好处,就连各省会的地方政府都纷纷向淘宝物流示好,但是仔细想想,昨天自己身后一直背着“互联网进家”的政策大旗,这跟以前真的是有天壤之别,尤其是敏感度极高的官场,一定比任何人都更注重这些。 Moreover, to the local government, approves the place, tax-free, to provide the interest-free loan, this is not the extraordinary matter, currently speaking, each region government has such resources, selects conveniently to Taobao Logistics, to them has no substantive investment and loss, to these local governments, why not? 而且,对地方政府来说,批地、免税、提供无息贷款,这本身就不是什么了不得的事情,就目前来说,各地政府都有这样的资源,给淘宝物流这么点便利,对他们来说根本没有任何实质性的投入与损失,对这些地方政府而言,何乐而不为呢？ However Li Mu actually hears to smack the lips, if according to long-term, the nation constructs six logistics collection and distribution bases is not enough, once the overall mass promotion of Online shopping, in the future, each province at least needs to choose good communications the city to build the logistics collection and distribution base, reason that chooses first constructs six, is because the hand kitty is not abundant. 不过李牧却听得直咂嘴,如果按照长远来看,全国建六个物流集散基地是远远不够的,一旦网购的整体体量提升,在将来,每一个省份都至少需要选择一个交通便利的城市建立物流集散基地,之所以选择先建六个,也是因为手头钱没那么充裕。 However if said according to Brother Liu, so many cities are willing to attract Taobao Logistics to enter to the huge policy benefit, why that first does not take the place, then little invests a money, leisure construction? If can attain certain interest-free loan in the local government, that was better, oneself can first plan to build six big logistics collection and distribution bases full power, then supplemented is constructing about ten second-level logistics collection and distribution bases slowly, as the matter stands, waited 1-2 years and 2-3 years, own Taobao Logistics had more than ten 20 logistics collection and distribution bases in the nation, that must go against heaven's will simply. 不过如果按照刘师兄所说,这么多城市愿意给巨大的政策优惠来吸引淘宝物流进驻,那为什么不先把地拿下来,然后少投点钱,慢慢悠悠的筹建呢？如果能在当地政府拿到一定的免息贷款,那就更好不过了,自己可以先全力筹建六个大型物流集散基地,然后附带着缓慢建设十个左右的二级物流集散基地,这样一来,等个1-2、2-3年,自己的淘宝物流在全国有十几二十个物流集散基地的话,那简直要逆天了。 Therefore, Li Mu said to Brother Liu: „senior brother, this period of time your chapter of Yanjing, laborious, first do not run the similar city, all runs to pass essential matter, the key point and essential person, after attaining the biggest preferential policy, you come back us to choose ten to 15, presses the rhythm to prepare for construction slowly, finishes talking this, then handles the resources of airline with the Lin Lin relative, when the time comes our Taobao Logistics, the future is limitless!” 于是,李牧跟刘师兄说:“师兄,这段时间你就别回燕京了,辛苦一下,把类似这样的城市都先跑一遍,把其中的关键事、关键点、关键人全部跑通,拿到最大的优惠政策之后,你回来我们选十到十五个,压着节奏慢慢筹建,谈完这个,再跟林琳的亲戚把航空公司的资源搞定,到时候我们的淘宝物流,前途不可限量！” Brother Liu saying in high spirits: „Relax, I all run certainly to pass run smooth, but the promotion of daily use articles I may not have the means to help you, you find a time this period of time on Taobao.” 刘师兄兴冲冲的说道:“放心,我一定全部跑通跑顺,不过日用百货的促销活动我可就没办法帮你了,你这段时间多抽点时间在淘宝上吧。” Li Mu said with a smile: „Relax, didn't this come the terrific salesman? Waits for Chief Lei to enter the duty, allows him directly to participate.” 李牧笑道:“放心,这不是来了个营销高手吗？等雷总一入职,就让他直接参与进来。” In the Li Mu eye, Teacher Lei is in China internet the rare top terrific salesman, such person places Taobao, keeping the Kingsoft use is much bigger than much. 在李牧眼里,雷教主是华夏互联网里少有的顶级营销高手,这样的人放在淘宝,比留在金山的用处要大得多得多。 Perhaps perhaps the same cell phone, the similar contour, the same packing and similar price, others can only sell 10,000, Teacher Lei can sell out 10 million, this is importance of the marketing capability to an enterprise or model of product is, although oneself present does not have the cell phone to sell to him, but Taobao net so many products sell to him, certainly can make him have a better stage to display own strong point greatly. 同样的手机、同样的外形、同样的包装、同样的价位,别人也许只能卖一万台,雷教主没准能卖掉一千万台,这就是营销能力对一家企业或者一款产品的重要性所在,虽说自己现在没手机给他卖,但淘宝网那么多产品给他卖,一定能让他有更大更好的舞台去发挥自己的长处。 About the Teacher Lei marketing capability, the previous life actually person is very suitable to bring with him to compare, that person is old Luo. 关于雷教主的营销能力,上辈子倒是有一个人很适合拿来跟他做比较,那个人就是老罗。 Two people make the cell phone, old Luo's product is not bad, moreover his evildoer/monstrous talent hooligan eloquence, is complete steamroll Teacher Lei, but the marketing does not depend to take the mouth to blow awesome is so simple, old Luo this person, stands on the street to is shouting abuse in public with 20 people can not drop the wind, but Teacher Lei did not say the standard spoken Chinese standard, so long as looks at the sales volumes of two people respective product, sees some Teacher Lei real marketing level many going against heaven's will sufficiently! 两人都做手机,老罗的产品也不算差,而且他妖孽流氓般的口才,是完全碾压雷教主的,但营销绝不是靠拿嘴吹牛逼这么简单,老罗这种人,站在街上跟二十个人对着骂街都能不落下风,而雷教主却连普通话都说不标准,但只要看一看两人各自产品的销量,就足以看出雷教主真实的营销水平到底有多逆天！
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