RINAPE :: Volume #9

#882: Arrangement blocking action

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From the beginning, Li Mu did not think that LeTao this name has what issue, but was played the Teacher Lei reminder of marketing good, Li Mu realized that Boss Ma in this to great * ug that he himself leaves behind. 一开始,李牧并不觉得乐淘这个名字有什么问题,但是被善玩营销的雷教主一提醒,李牧才意识到马老板在这里面给他自己留下的巨*ug。 The Online shopping = Taobao = Browsing Taobao shell, this concept is the Taobao net gives the national consumers, has the Taobao net successfully in first, certainly will have the following mocker, therefore, all name belts „washing” following e-Commerce platform, in the surface seems like can then follow to profit at someone's expense, but thinks carefully, this approach is very deficient pattern. 网购=淘宝=上网淘宝贝,这个概念是淘宝网赋予全国消费者的,有淘宝网成功在先,一定会有跟风模仿者,所以,所有名字带“淘”的跟风电商平台,表面上看起来都能接着跟风沾光,但是仔细想想,这种做法是很缺乏格局的。 Bullies the weak by relying on powerful connections, that is because between the fox and tiger missed the innumerable levels, once chooses this road, is doomed to define that oneself in some aspect „fox”, is this, is more hard to bring about „tiger”. 狐假虎威可以,那是因为狐狸与老虎之间差了无数个层级,一旦选择这条路,也就在某一方面注定把自己限定成了“狐”,越是这样,越难成“虎”。 If Li Mu does not borrow the strength to hit the strength, making Boss Ma is lifting „LeTao” the flag appear before the populace, Boss Ma can definitely moisten to a Taobao light, but also is only a point. 如果李牧不借力打力,让马老板举着“乐淘”的旗帜出现在大众面前,马老板肯定能沾到一点淘宝的光,但也只是一点而已。 But if are ready ahead of time, like Teacher Lei said that when he catches up from the beginning, oneself use to borrow the strength to hit strength directly the style to follow up, perhaps that Boss Ma cries not to have the tears, because oneself are the canary, once he starts to „LeTao” propaganda, oneself use the Teacher Lei means to follow up full power, to Boss Ma, his advertisement investment has pounded down, that is what is done cannot be undone, wants to rescue unable to rescue...... 可如果自己提前做好准备,像雷教主说的那样,等他一开始发力,自己直接就用借力打力的招式跟进,那马老板恐怕哭都没有眼泪,因为自己是黄雀在后,一旦他启动对“乐淘”的宣传,自己用雷教主的办法全力跟进,对马老板来说,他的广告投入已经砸下,那可是木已成舟,想救都救不回来了…… After Teacher Lei the strategy of advertisement induction decides, Li Mu then to Teacher Lei said: „What at present is most important first locks the media resources ahead of time, theoretically must achieve each media of LeTao delivery, we must throw, simultaneously we also throw them are more than!” 与雷教主把广告诱导的策略定下来之后,李牧便对雷教主说:“眼下最重要的是提前先锁定媒体资源,理论上要做到乐淘投放的每一家媒体,我们也都要投,同时我们还要比他们投的更多！” Teacher Lei said: „Best not to follow up the media and scheduled media resources with the Taobao net, the media sector was numerous and disorderly, any news passes on is quick, moreover wants to be really relaxed from media there inquiry news.” 雷教主说:“最好别用淘宝网去跟进媒体、预定媒体资源,媒体行业本来就非常庞杂,任何消息传得都非常快,而且想从媒体那里打探消息真是再轻松不过了。” Saying, the Teacher Lei old fox expression online, looks at Li Mu slightly somewhat dreadful saying with a smile: „Actually I suggested that you make the Muye Science and Technology person lock the media resources ahead of time, even if Boss Ma heard that Muye Science and Technology is still looking for the media resources everywhere, should also meet thinking of instinct, you prepare for the propaganda of Muye Science and Technology, after all, Muye Science and Technology now is hot in the US (America) market, moreover must finance, before financing, first fries the heat the company, is the one old tricks of enhancing the estimate value.” 说着,雷教主老狐狸般的表情在线,看着李牧略有几分猥琐的笑道:“其实我建议你让牧野科技的人去提前锁定媒体资源,就算马老板听说牧野科技也在到处找媒体资源,应该也会本能的以为,你是为牧野科技的宣传做准备,毕竟,毕竟牧野科技现在在美国市场正火,而且又要融资,融资之前先把公司炒热,也是提高估值的一种惯用伎俩。” Li Mu nods, approves to the Teacher Lei words. 李牧点了点头,对雷教主的话非常认可。 The jobholders of internet industry, particularly the boss and operation and Business personnel have a consensus, that is once some day, the news release and soft draft suddenly all of a sudden hiding the sky and covering the earth of round some company or some product everywhere is, that is basically certain, this company prepared to finance, ahead of time first hyped the momentum, nothing but was in order to financing attains a higher estimate value. 互联网行业的从业人员,尤其是老板和运营、商务人员都有一个共识,那就是一旦某天,某个公司或者某个产品的新闻稿、软文稿忽然一下子铺天盖地发的到处都是,那基本上可以肯定,这家公司准备融资了,提前先把声势炒作起来,无非就是为了能够在融资的时候拿到更高的估值。 If Li Mu present Muye Science and Technology locks the media resources wantonly, certainly in person indelib a judgment to industry, making them think that Muye Science and Technology is to hype itself, prepares the ground for the corporate finance, will not think of the body of Taobao net absolutely. 如果李牧现在的牧野科技大肆锁定媒体资源,一定会给行业内的人一个先入为主的判断,让他们以为牧野科技就是要炒作自身,为企业融资做铺垫,绝对不会想到淘宝网的身上。 Li Mu sighed at heart, Teacher Lei is really a talent in marketing, not only the method plays exquisite profound, has very accurate and thorough opinion to the entire marketing strategy, the time of such a while, not only there is a pit Boss Ma strategy, how to let the confusing method of this strategy smooth advance, once Boss Ma LeTao gets online, Taobao gives his attack in various aspects, perhaps is in his entire career unprecedented. 李牧心里感叹,雷教主果然是一个营销方面的天才,不但手段玩的精妙高深,对整个营销策略有着非常精准和深入的见解,就这么一会儿的功夫,不但有了往死里坑马老板的策略,还有了如何让这个策略更加顺利推进的迷惑手段,一旦马老板的乐淘上线,淘宝在各方面给他的打击,恐怕是他整个职业生涯中史无前例的。 Thinks of here, Li Mu said to Teacher Lei: „Chief Lei, you said that Boss Ma currently does have to pay attention to our trend? I feared that he also grasped our promotion ahead of time.” 想到这儿,李牧对雷教主说:“雷总,你说马老板现在有没有关注我们的动态？我怕他也提前掌握了我们的促销活动。” Teacher Lei shows a faint smile: „If not you allows me to understand the Dangdang current trend suddenly, I think that you will place on all energy YY this period of time, after all YY all knows in the news nation of US (America) elite class fire now, YY can achieve such big unexpected success in the US (America) market, the entire industry is encouraged, feeling of everyone definitely instinct, at present the development of YY in overseas, is most important of your energy focus, I believe that Boss Ma is no exception.” 雷教主微微一笑:“如果不是你忽然让我了解一下当当目前的动态,我都以为你这段时间会把所有的精力都放在yy上,毕竟yy现在在美国精英阶层大火的消息全国皆知,yy能在美国市场得到这么大的意外成功,整个行业都非常受鼓舞,大家肯定都本能的觉得,眼下yy在海外的发展,才是你精力聚焦的重中之重,我相信马老板也不例外。” Then, Teacher Lei also added: „The promotion of Taobao ferments in the internal low key, however the LeTao trend, has the participation of Dangdang, there is a participation of Amazon, if the commercial sector is a company movement, generally the security relatively is much easier, but if the teamworks of many companies, that wants to keep secret was very difficult, therefore this time we and LeTao promotion, they in bright, we in dark.” 说罢,雷教主又补充道:“淘宝的促销活动是在内部低调酝酿,但是乐淘的动态,有当当的参与,也有亚马逊的参与,商业领域如果是一个公司内部的动作,一般保密相对要容易得多,但如果是多家公司的联合动作,那想保密就很困难了,所以这次咱们和乐淘的促销活动,他们在明,我们在暗。” Li Mu deliberated the Teacher Lei words, nod of approval. 李牧将雷教主的话推敲了一番,赞同的点了点头。 Entire China internet vision, actually centralized to YY in the development of US (America), this is historical one step that the China internet industry takes, not only the significance is great, gives back benchmark that other internet enterprise can refer, in this case, the Taobao halo naturally be much dim than Muye Science and Technology, subconsciousness must place at present in the most important position the YY globalization, let alone competitor. 整个华夏互联网的目光,其实都集中到了yy在美国的发展上,这是华夏互联网行业迈出的历史性一步,不仅意义重大,还给了其他互联网企业一个可以参照的标杆,在这种情况下,淘宝的光环自然要比牧野科技黯淡得多,就连自己都下意识要把yy全球化放在眼下最重要的位置上,更何况竞争对手。 The most important thing is, after the reminder of Su Yingxue, oneself walked from the erroneous zone ahead of time, focuses on and arranging and Boss Ma as well as Dangdang and golden opportunity of Amazon decisive battle quietly, if otherwise really put in the energy into YY on, Ali, Dangdang, Amazon three unite, launches the surprise attack to oneself, perhaps a Taobao net excellent aspect will therefore lose seriously. 最重要的是,经过苏映雪的提醒,自己提前从误区里走了出来,正是集中精力、悄悄筹备与马老板以及当当、亚马逊决战的大好机会,否则如果自己真的把精力都投入到yy身上,那阿里、当当、亚马逊三家联合,对自己发动突袭,恐怕淘宝网一片大好的局面会因此而损失惨重。 Realizes this point, Li Mu rejoiced that existence of Su Yingxue, simultaneously to her commercial vision and sense of smell admires especially, if not she quietly is in secret thorough own all situation analyses, perhaps oneself present most likely (80%) energy had been attracted by the overseas market, is not staring at the registration and payment data of YY US (America) user, is staring at the Muye Science and Technology Game team to develop " Plants vs Zombies » version, will always certainly not turn head, places on the attention Taobao. 意识到这一点,李牧更加庆幸苏映雪的存在,同时对她的商业眼光与嗅觉格外佩服,如果不是她私底下悄悄把自己的所有情况分析透彻,恐怕自己现在八成的精力都已经被海外市场所吸引,不是盯着yy美国用户的注册与付费数据,就是在盯着牧野科技的游戏团队开发《植物大战僵尸》的版,总是一定不会回过头来,把注意力重新放在淘宝身上。 But because of the reminder of Su Yingxue, Li Mu was jumping from the inertia of going with the tide, stumbled upon the potential threat, obtained ambushed the time window of opponent ahead of time. 可正因为苏映雪的提醒,李牧才从顺水行舟的惯性之中跳了出来,偶然的发现了潜在的威胁,获得了提前狙击对手的时间窗口。 Then, most importantly, how to fight this blocking action thoroughly! 接下来,最重要的,就是如何彻底打好这一场阻击战！ ...... …… Such that just like Teacher Lei considers, has not understood the Li Mu present trend in Hangzhou Boss Ma specifically. 正如雷教主考虑的那样,远在杭城的马老板也没具体了解李牧眼下的动向。 Actually is not Boss Ma has a low opinion of the enemy, but is Boss Ma the business is too numerous and diverse at present, three companies pool capital to establish Hangzhou LeTao, used energy the painstaking care in negotiations stage Boss Ma, now finally discusses, landing, how his most energy centralized to completed LeTao to get online in the activity. 其实并非马老板轻敌,而是马老板眼下事务太繁杂,三家公司合资成立杭城乐淘,在谈判阶段马老板费劲了心血,现在终于谈成了、落地了,他的大部分精力又都集中到了如何做好乐淘上线活动上。 Boss Ma had also considered Li Mu and Taobao net, as only competitor, Boss Ma naturally pays attention to the Taobao net especially, but the Taobao network of one-party rule, has not revealed that at present any must have the sign of big movement, seems like stance that a smooth development, fights steadily, believing that therefore Boss Ma is indelib, this time is aims at the surprise attack that Taobao initiates, but Taobao is kept in the dark and feels nothing. 马老板也考虑过李牧和淘宝网,作为自己唯一的竞争对手,马老板对淘宝网自然格外关注,但是眼下一家独大的淘宝网,并没有表露出任何要有大动作的迹象,很像是一副平稳发展、稳扎稳打的姿态,所以马老板先入为主的认为,这一次是自己针对淘宝发起的奇袭,而淘宝则蒙在鼓里、浑然不觉。 Meanwhile, Boss Ma also very „accurate” guess, Li Mu at this time overwhelming majority attention, because certainly YY is lucky at the accident/surprise of overseas elite class, but shift overseas market. 同时,马老板也非常“精准”的猜测到,李牧此时绝大部分的注意力,一定因为yy在海外精英阶层的意外走红,而转移去了海外市场。 It looks like in Boss Ma, if trades to be is in itself Li Mu, at present will also certainly strike while the iron is hot, uses this heaven-sent opportunity, first builds a bridgehead in the overseas, after all the Li Mu domestic industry is stable, at this time reassigned the energy, to seize the chance the golden opportunity to the overseas attacking! 在马老板看来,如果换做自己是李牧,眼下也一定会趁热打铁,利用这次天赐良机,在海外先搭建起一个桥头堡,毕竟李牧在国内的产业已经非常稳固,这时候正是抽调精力、趁机向海外出击的大好机会！ Once Muye Science and Technology can establish a bridgehead in the US (America) market, then to the China internet industry, absolutely is one in an unprecedented move and extremely meaningful big celebration, moreover to the China internet jobholders, is a huge glory, but facilitates all these people personally, oneself also created one to go down in the industry history sufficiently the great honor. 一旦牧野科技能够在美国市场建立起一个桥头堡,那对华夏互联网行业来说,绝对是一件史无前例而且极有意义的大喜事,而且对华夏的互联网从业人员来说,也是一个巨大的荣耀,而亲手促成这一切的人,自身也缔造了一份足以载入行业史册的殊荣。 At present looks like, Li Mu really has the opportunity of creating this great honor, therefore Boss Ma is envying the envy to hate about him at heart. 眼下看来,李牧确实有缔造这个殊荣的机会,所以就连马老板都在心里对他羡慕嫉妒恨。 Therefore, Boss Ma believes, the Li Mu focus overseas, get online to LeTao, truly is a good opportunity, in her opinion Li Mu is negligent in the guard now, but LeTao continuously in secret layout, once gets online, the synchronization starts the propaganda of hiding the sky and covering the earth inevitably, when the time comes naturally can hit Li Mu one to be caught off guard. 所以,马老板认为,李牧聚焦海外,对乐淘上线来说,确实是一个好机会,在她看来李牧现在疏于防范,而乐淘则一直在暗中布局,一旦上线,必然同步启动铺天盖地的宣传,到时候自然会打李牧一个措手不及。 Amazon after Ali, Dangdang achieve the cooperation, the online activity of LeTao attaches great importance, recently for these days, the China Amazon executive, continuously discussed the detail of promotion with Boss Ma as well as Dangdang Boss Li. 亚马逊在与阿里、当当达成合作之后,对乐淘的上线活动非常重视,最近这几天,华夏亚马逊的高管,就一直在跟马老板以及当当的李老板一起讨论促销活动的细节。 Dangdang Boss Li and has no opinion to the promotion, he is not a expert of marketing, moreover works somewhat petty, in his opinion, before Boss Ma, is perfect in arrangement day and clothing promotion plan, the given incentive was was just also good, according to his planned path advanced the execution on ok, does not need to make anything to revise. If really must revise, controls the media to invest as far as possible, Li Guoqing felt, the media of Boss Ma plan invested some are high, now are also the LeTao shareholder, therefore the eye looks at such high media budget, he was actually quite the anxiety...... 当当的李老板对促销活动并没有什么意见,他本身不是一个营销的好手,而且做事有些小家子气,在他看来,马老板之前在筹备的日化与服装促销计划已经非常完善,给的促销力度也算是刚刚好,按照他的既定路线推进执行就ok了,没必要做出什么修改。如果真要修改的话,也是尽量控制一下媒体投入,李国清觉得,马老板规划的媒体投入有些过高了,现在自己也是乐淘的股东,所以眼看着这么高的媒体预算,他其实是颇为肉疼的…… However Amazon is completely different. 但是亚马逊则完全不同。 As the world e-Commerce giant, Amazon has been used to it in a big way the outdoor shop shop, the method of sound noisy big lifting up high skyer, they throw the cost in propaganda to have hundred million dollars every year, the executive who therefore Amazon this time sends hopes that Boss Ma can intensify the effort in the media investment, strives to put out 5 million to 8 million dollars promoted funds, LeTao in being known to everybody and being known to everybody that China pushes one time. 作为世界电商巨头,亚马逊早就习惯了把摊子铺大、把动静闹大的这种高举高打的玩法,他们每年投在宣传上的成本就有过亿美金,所以亚马逊这次派过来的高管更希望马老板能够在媒体投入上加大力度,争取拿出五百万到八百万美金的推广资金,一次就把乐淘在华夏推的无人不知、无人不晓。 The LeTao entire promoted cycle establishes provisionally that is 5-7 days, gets online first 3-5 days of start to promote, starts to propagandize across the country preheating, after getting online 2-5 days are conducting round consolidated, several days later move the winding, LeTao are in the official operation stage. 乐淘的整个推广周期暂定为5-7天,其中上线前3-5天启动推广,开始在全国范围内宣传预热,上线后的2-5天在进行一轮巩固,几天之后活动下线,乐淘进入正式运营阶段。 The overall 5-7 days of cycles, five to 8 million dollars promoted budget are simply scary, now some China well-known enterprise one year of advertizing budgets also on several million RMB, but the Amazon executive suggested, must in 5-7 days, light/only by the promotion, burn down several million RMB, let alone this Li Guoqing anxiety, the Boss Ma anxiety, because of his beforehand plan, advertizing budget ten million/countless RMB is the upper limit. 总体5-7天的周期,五到八百万美金的推广预算简直是要吓死人的,现在华夏一些知名企业一年的广告预算也不过就几千万人民币,而亚马逊的高管却建议,要在5-7天的时间内,光靠推广,烧掉几千万人民币,这别说李国清肉疼,就连马老板都肉疼得不行,因为他之前的规划,广告预算一千万人民币是上限。 It looks like in Boss Ma, the propaganda investment is acts bashful, the propaganda invests is bigger, the enterprise popularity is higher, the enterprise earning to be higher, this is the linkage relations are the affirmation, but time of coefficient between this formulas is to actually fluctuate, too few that if throws, putting into production is very certainly lower than ; If throws many, putting into production same will be very lower than ; Only then invests just right, the input-output ratio can maximize. 在马老板看来,宣传投入是拿捏好度的,宣传投入越大,企业知名度越高、企业营收越高,这是联动关系是肯定的,但是这个公式之间的倍系数却是浮动的,如果投的过少,投入产出比一定很低;如果投的过多,投入产出比一样会很低;只有投入恰到好处,投入产出比才能最大化。 However, Amazon insists their views especially, while Li Mu and Teacher Lei formulate the good perfect blocking action strategy, the Amazon executive is conducting first argument after the trilateral cooperation with Boss Ma on the board: Actually must continue to supplement LeTao to get online and promoted budget of promotion. 不过,亚马逊格外坚持他们的看法,就在李牧与雷教主制定好完善的阻击战策略的同时,亚马逊的高管正在和马老板在会议桌上进行着三方合作后的第一次争论:究竟要不要继续追加乐淘上线以及促销活动的推广预算。 The young master not song said that thanked the new hegemon 【Does not have づ coolly】, 【Murders god】! Today three cash certainly in! 公子不歌说感谢新盟主【無づ凉】、【弑神】！今天三更一定兑现！
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