RINAPE :: Volume #10

#929: Having no way out

LNMTL needs user funding to survive Read More

The Sun Zhengyi (Masayoshi Son) recent several days are especially agitated. 孙政义最近几天格外烦躁。 The agitated reason mostly is difficult position that because LeTao faces now. 烦躁的原因多半是因为乐淘现在所面对的困境。 although person not in China, but Sun Zhengyi (Masayoshi Son) extremely cared to the China internet situation, he has been optimistic about the development of China internet very much, similarly is because is optimistic about the Boss Ma prospects for development, therefore invested Alibaba, even throws LeTao that analyzed. 虽然人不在华夏,但是孙政义对华夏互联网的情况非常关心,他一直很看好华夏互联网的发展,也同样是因为看好马老板的发展前景,所以才投资了阿里吧吧,甚至投了拆分出来的乐淘。 However, since Li Mu after China appears, the pattern of China internet development had the huge transformation immediately, ambition enormous Boss Ma is not willing to see that Li Mu became 2 overlords, launched the attack to Li Mu on own initiative, but didn't expect does itself present such passive unexpectedly. 但是,自从李牧在华夏横空出世之后,华夏互联网发展的格局顿时发生了巨大的转变,野心极大的马老板不愿眼看李牧成为二的霸主,主动向李牧发起进攻,但没想到竟然把自己搞到现在这么被动的局面。 The LeTao net threw two million USD promotion expenses, however the effect of transformation is getting more and more bad, now almost arrived at about hundred Yuan promoted cost to transform the situation of registering the user, conversion rate low making one collapsed simply, Sun Zhengyi (Masayoshi Son) felt, entire world internet industry, in the user gained in the cost, not possible to place on a par with the LeTao net, it created a world record simply, made one feel the shame and desperate world record. 乐淘网投了两百万美元的推广费用,但是转化的效果越来越差,现在几乎到了近百元推广成本才能转化一个注册用户的地步,转化率简直低的令人崩溃,孙政义觉得,全世界互联网行业,在用户获取成本上,都不可能跟乐淘网相提并论,它简直是创造了一个世界纪录,一个令人倍感耻辱和绝望的世界纪录。 Before Li Mu has not started the ambush, Sun Zhengyi (Masayoshi Son) also felt, LeTao these has very big opportunity successfully to break through time, because this platform not only has the resources support of Boss Ma Boss 2 Boss platform, own financial support, the Amazon such big transnational internet enterprise is also the LeTao shareholder and donating money, a ready-made books audio and video e-Commerce website Dangdang net, the overall strength seemed like very powerful, was how didn't expect, seemed like such strong strength, collapsed at the first blow in front of Li Mu's unexpectedly completely. 在李牧没有发动狙击之前,孙政义还觉得,乐淘这一次有很大的机会成功突围,因为这个平台不但有马老板b二b平台的资源支撑,还有自己的资金支持,亚马逊这么大的跨国互联网企业也是乐淘的股东、出钱出力,还有一个现成的图书音像电商网站当当网,整体实力看起来已经很强大了,可是怎么都没想到,看起来这么强大的实力,在李牧的面前竟然完全不堪一击。 At present, the promotion of LeTao has not started, but Sun Zhengyi (Masayoshi Son) looks at this aspect, the innermost feelings had almost announced the death of LeTao. 眼下,乐淘的促销活动还没开始,但是孙政义看这个局面,内心几乎已经宣布了乐淘的死亡。 When Sun Zhengyi (Masayoshi Son) has almost decided to give up LeTao, Boss Ma puts forward a plan, must unexpectedly through the way of further largely yielding profit, does with the Taobao net wrestles finally, the one who most makes Sun Zhengyi (Masayoshi Son) hard to accept, in Boss Ma this plan, unexpectedly and Amazon pursues by oneself together again throws two Ten Million USD, for supporting him and Taobao promotion war. 就在孙政义几乎已经决定放弃乐淘的时候,马老板又提上来一个方案,竟然要通过进一步大幅让利的方式,跟淘宝网做最后一搏,最让孙政义难以接受的是,马老板这个方案里,竟然让自己和亚马逊共同再追投两千万美元,用于支撑他与淘宝的促销大战。 Ten Million USD to Sun Zhengyi (Masayoshi Son), are not many, but are not few, even the present net worth trillion, however the Ten Million USD purchasing power places any country to be astonishing, such money, Softbank, if must throw, is much more certain, cannot throw away carelessly. 千万美元对孙政义来说,不算多,但也绝不算少,即便自己现在的身家亿万,但是千万美元的购买力放在任何一个国家都是惊人的,这么一大笔钱,软银如果要投,就一定得掷地有声,不能打了水漂。 Sun Zhengyi (Masayoshi Son) carefully studies the plan that Boss Ma gave, in the plan, Boss Ma hopes that in final several days of time, immediately the adjusting policy and propaganda method, promote by the way that each registration user bestows 30 Yuan voucher directly, the use thresholds of these 30 Yuan vouchers only then one, that the shopping full 99 Yuan in the promotion, is full 99 dozens of 20% discount in addition hold/container mail, the present is full 99 Yuan in the foundation that hits the 20% discount subtracts 30 Yuan again hold/container mail, if a consumer buying 100 Yuan commodity, only needs to pay 50 Yuan finally, then the Taobao net must undertake the postage. 孙政义仔细研究了马老板给过来的方案,方案中,马老板希望在最后的几天时间里,立刻调整策略以及宣传手段,直接以每个注册用户赠送30元代金券的方式来进行推广,这三十元代金券的使用门槛只有一个,那就是在促销活动中购物满99元,原本是满99打8折外加包邮,现在是满99元打8折的基础上减去三十元再包邮,假如消费者购买一百元的商品,最后只需要支付50元,然后淘宝网还要承担邮费。 According to the survey of LeTao, this incentive, the platform finalized 100 Yuan every time, the company at least needs to lose money 20 Yuan, to Sun Zhengyi (Masayoshi Son), this number is some is extremely according to the facts scary. 根据乐淘的测算,这种促销力度,平台每成交一百元,公司至少要亏损二十元,对孙政义来说,这个数据实在是有些太过骇人。 The reason of Boss Ma is only then through the large scale promotion, can attract under the enormous influence of Taobao net like this also gathers the user, a platform wants to come to a stop, first needs is the user. 马老板的理由是只有通过这样的大幅度促销,才能在淘宝网的巨大影响力下吸引并且聚拢用户,一个平台想要站稳,首先需要的就是用户。 Besides the user, Boss Ma also felt, regardless of the Taobao net created the tremendous pressure on LeTao, LeTao must make an attractive data to this 929 big promotion, shows the strength and mass of platform, only then this can attract the attention of enterprise as well as middle-and-small seller, if otherwise the turnover of entire platform were very not ideal, the enterprise and middle-and-small seller will not pay attention to own platform, will not choose in own platform develops. 除了用户之外,马老板也觉得,无论淘宝网给乐淘带来了多大的压力,乐淘都必须要给这次929大促销做出一个漂亮的数据,来展现自己平台的实力和体量,只有这样才能吸引企业以及中小型卖家的关注,否则如果整个平台的成交量都很不理想,企业及中小型卖家也根本不会关注自己的平台,更不会选择在自己的平台上发展。 The Taobao net on the same day demonstrated the mass of oneself platform in Brand Day to the enterprise and middle-and-small seller in national: A day can create 2 billion turnovers, had such big turnover, can touch the enterprise and middle-and-small seller, after all had such first-year university student cake, everyone will feel, oneself had the opportunity to slice. 淘宝网在品牌日当天就向全国的企业以及中小型卖家展示了自己平台的体量:一天就能够创造二十亿的成交量,有这么大的成交量在,才能够打动企业和中小型卖家,毕竟有这么大一块蛋糕,所有人都会觉得,自己有机会从中分一杯羹。 The first promotion that if LeTao gets online, 1-2 hundred million, even several million turnovers, want to attract some slightly strengths the enterprises, basically is dream of a fool. 如果乐淘上线的第一个促销,1-2亿,甚至几千万的成交量,想吸引稍微有些实力的企业,基本上是痴人说梦。 Being well-founded that although Boss Ma said that but Sun Zhengyi (Masayoshi Son) is not willing to accept this plan as before, because in his opinion, Boss Ma must stake everything on a single throw of the dice and cross the rubicon at present obviously. 虽然马老板说的有理有据,但是孙政义依旧不愿意接受这份方案,因为在他看来,马老板眼下已经明显是要孤注一掷、破釜沉舟了。 Sun Zhengyi (Masayoshi Son) believes after the careful analysis, has the Taobao net such powerful opponent, LeTao resists with Taobao completely directly, the chance of winning is zero, in front of Taobao, LeTao cannot be an opponent in the true sense, if Taobao is a sturdy boxer, a patient of LeTao probably whole body paralysis, if spends money to support it to stand in the arena forcefully, once the opposite party fiercely attacks, or stops investing, LeTao will certainly drop down. 孙政义在仔细分析之后认为,有淘宝网这么强大的对手,乐淘完全与淘宝正面对抗,获胜的几率是零,在淘宝面前,乐淘都不能算是一个真正意义上的对手,如果淘宝是一个身强力壮的拳击手,乐淘就好像一个全身瘫痪的患者,如果强行用钱撑着它在擂台上站着,一旦对方猛攻,或者停止投入,乐淘就一定会倒下。 If several million can make LeTao halt in the arena, then this sum of money is worth investing, but, looks like in Sun Zhengyi (Masayoshi Son), LeTao is the platform that is doomed to drop down, how many days oneself spend several million to make it stand, what significance has? 如果几千万能让乐淘自己在擂台上站住,那么这笔钱都值得投入,但是,在孙政义看来,乐淘是一个注定要倒下的平台,自己花几千万让它多站几天,有什么意义？ Therefore, he was returned to a fax by oneself investment manager to Boss Ma, in this fax, Sun Zhengyi (Masayoshi Son) expressed own three viewpoints. 于是,他让自己的投资经理给马老板回了一份传真,在这份传真里,孙政义表达了自己的三个观点。 First, does not support Boss Ma this continuation dead to knock plan with Taobao, will not continue to pursue throws ; 第一,不支持马老板这种继续跟淘宝死磕到底的方案,而且也不会继续追投; Second, LeTao cannot continue to resist with the Taobao net directly, otherwise must die ; 第二,乐淘不能继续跟淘宝网正面对抗,否则必死; Third, advising politely Boss Ma to give up imitating Li Mu to make this Boss 2 industry patterns, suggested that Boss Ma completely gave up Boss 2, made one only to serve the service platform of middle-and-small seller, do not get involved in any self-management business ; 第三,奉劝马老板放弃模仿李牧做这种b二的产业模式,建议马老板完全放弃b二,做一个只服务于中小型卖家的服务型平台,不要涉足任何自营业务; After expressing these three viewpoints, Sun Zhengyi (Masayoshi Son) kept segment words by the private tone to Boss Ma: „Jak, you told me before, what you must do is similar ebay, but is also more flexible than and is more dedicated ebay, and to the buyers and sellers all free 2 platforms, but why must receive Li Mu and influence of Taobao net, then the investment massive manpower and resources make Boss 2, and competes with Li Mu directly? Li Mu has the powerful promoted channel, the powerful cash reserve and strong social influence, resists with him completely directly, with the China slang, with attacking somebody stronger than oneself, I thought that you should think now well, wisp of clear your brain, the LeTao dedicated domain, shifted from Boss 2 to the two, and shifted from Taobao the competitor to Eachnet ebay on, formed the difference from Li Mu, had the opportunity to be successful.” 在表达完这三个观点之后,孙政义以私人的口吻给马老板留了段话:“jak,你之前跟我说,你要做的是一个类似ebay,但又比ebay更灵活、更专注、并且对买卖双方全免费的二平台,可是为什么要受李牧和淘宝网的影响,转而投入大量的人力物力去做b二并且跟李牧正面竞争？李牧有强大的推广渠道、强大的现金储备以及强大的社会影响力,完全与他正面对抗,用华夏的俗话来说,就是用鸡蛋碰石头,我觉得你现在应该好好想一想,缕清自己的大脑,把乐淘专注的领域,从b二转移到二上,并且把竞争对手从淘宝转移到易趣ebay上,和李牧形成差异,才有机会成功。” When Boss Ma sees this fax, the whole person's almost violent in the office walks. 当马老板看到这份传真的时候,整个人在办公室里几乎暴走。 „Doesn't Sun Zhengyi (Masayoshi Son) favor the LeTao future? Also lets my wisp of clear brain, what I look at this/should wisp of clear brain is he!” “孙政义就这么不看好乐淘的将来？还让我缕清大脑,我看该缕清大脑的是他！” Angry Boss Ma is in front of several core staff to be in an uncontrollable rage, in his opinion, Sun Zhengyi (Masayoshi Son) not only rejected itself, but also while convenient negative oneself, this is his self-respect is unable to accept. 愤怒的马老板当着几位核心员工的面怒不可遏,在他看来,孙政义不但是拒绝了自己,还顺带否定了自己,这是他的自尊心所无法接受的。 Boss Ma is a proud person, until now, he biggest sense of achievement, through own thought and own eloquence, lets these position far exceed own person to hold in high esteem to oneself, he felt how oneself is that should teach others to work, as for Sun Zhengyi (Masayoshi Son) this investor, the boundary that most should achieve, approves itself, then disbursed money to be OK, but, Sun Zhengyi (Masayoshi Son) rejected itself suddenly, meanwhile denied, which this was Boss Ma can accept at heart. 马老板是一个骄傲的人,一直以来,他最大的成就感,就是通过自己的思维、自己的口才,来让那些地位远超自己的人对自己刮目相看,他觉得,自己才是那个该教别人怎么做事的,至于孙政义这种投资者,最应该达到的境界,就是认可自己,然后出钱就可以了,可是,孙政义忽然拒绝了自己,同时还否定了自己,这哪是马老板心里能够接受的。 This supplement plan, was time Boss Ma deduces in these days repeatedly, found only had the successful possible path, when oneself could not compare Taobao in the product, propaganda and plan, can do only, put out compared with a Taobao more attractive preferential strategy, this in other words, oneself need to compensate money earned to call, came to complete the first promotion that LeTao got online. 这一次的追加方案,是马老板在这几天内反复推演,找到的唯一一条有成功可能的道路,当自己在产品、宣传、方案都比不上淘宝的时候,唯一能做的,就是拿出比淘宝更有吸引力的优惠策略,这也就是说,自己需要赔钱赚吆喝,来把乐淘上线的第一次促销活动做好。 Boss Ma felt, so long as completes the promotion as far as possible, can open up certain perspective, at least came to a stop in the turbulent current by oneself, has the opportunity to swim against the stream, but if this time has not come to a stop, that future will not have possibly always to stand again after this turbulent current, wants to stand again, can only avoid the fluent rapid rivers and streams, went to these fluent gentle rills to attempt, in that case, was equal to oneself gave up the main battlefield on own initiative, left Li Mu the only main battlefield, was blocked by Li Mu from the future thoroughly completely in the horn corner, this was Boss Ma is unable to accept. 马老板觉得,只要尽量把促销活动做好,就能够打开一定的局面,起码让自己在激流之中站稳,才有机会逆流而上,但是如果这一次没有站稳,那将来再没可能在这条激流之后总重新站起来,再想站起来,只能避开水流湍急的江河,去那些水流平缓的小溪之中尝试了,那样一来,等于自己主动放弃主战场,把唯一的主战场留给了李牧,从今后彻底被李牧完全封死在犄角旮旯里,这是马老板所无法接受的。 However, at present what is most painful, Sun Zhengyi (Masayoshi Son) is not willing to give money! Without money, what oneself takes to carry out the large scale promotion? 但是,眼下最痛苦的是,孙政义不愿意给钱！如果没钱,自己拿什么去搞大幅度的促销？ At this time, Lu Zhaoxi said: „Chief Ma, that side Amazon also not to reply, if they are willing to disburse money, making them give Sun Zhengyi (Masayoshi Son) to bring the pressure, perhaps Sun Zhengyi (Masayoshi Son) will compromise.” 这时候,陆照喜开口说道:“马总,亚马逊那边还没有给回复,如果他们愿意出钱的话,让他们去给孙政义施加压力,没准孙政义会妥协。” Cai Chongxin also nods saying: „Sun Zhengyi (Masayoshi Son) rejected us, showed that we to him the sufficient influence, cannot only send the hope on Amazon, after all I looked meaning that Yang Weilian has displayed, the Amazon that side is hopes that we can expand the investment, in other words, Amazon has to prepare additional investment.” 蔡崇新也点头说道:“孙政义拒绝了我们,也就证明我们对他已经没有足够的影响力了,只能寄希望在亚马逊身上,毕竟我看杨威廉一直表现出来的意思,亚马逊那边是希望我们能够加大投入的,也就是说,亚马逊是有做好追加投资准备的。” Boss Ma hears here, the mood was slightly moderate, slight bow. 马老板听到这里,情绪稍微缓和了一些,微微点点头。 Lu Zhaoxi and Cai Chongxin said right, it seems like at present is most important, was makes Amazon agree. 陆照喜和蔡崇新说的没错,看来眼下最重要的,就是让亚马逊同意了。 This plan, oneself have with Yang Weilian has raised, but Yang Weilian has not taken a stand, said that must ask for instructions the corporation, does not know that now is what conclusion. 这个方案,自己有跟杨威廉提过,但是杨威廉没有表态,说是要请示一下总公司,不知道现在是什么结论。 At this time, some people sound the door of office, Boss Ma said: „Come.” 正此时,有人敲响办公室的房门,马老板道:“请进。” Pushes the door to come, is Yang Weilian. 推门进来的,正是杨威廉。 Yang Weilian passing through the gate, sees Boss Ma with extremely look looks at of hope, helpless sighing, shakes the head saying: „Embarrassed jak, the headquarters rejected your plan!” 杨威廉一进门,见马老板用极其期盼的眼神看着自己,无奈的叹了口气,摇头说道:“不好意思jak,总部拒绝了你的方案！”
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