RIH :: Volume #7

#682: The opponent is the entire time

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Early morning bright mapped the bedroom by the window curtains on time, Ryan woke up from the sleep, routine touching to the side, only touched unlatched the goose down quilt, last night also lay down in without a trace that the following that graceful body vanished, from coldly falling the temperature, Charlize as if left for sometime. + + + 23 wx + 清晨的亮光透过窗帘映射进了卧室,瑞恩准时从睡眠中醒来,习惯性的摸向了身边,只摸到了虚掩着的鹅绒被,昨晚还躺在下面的那句曼妙身躯消失的无影无踪,从冷掉的温度上来看,查理兹似乎离开有一段时间了。+++23wx+ Makes an effort to shake the head, Ryan thoroughly restored soberly, the time of sitting, unavoidably felt that a little backache, last night their crazy time was too long, Charlize as if entered the demand most exuberant ages, originally the wild love conduct, in the past year becomes bolder. 用力摇了摇头,瑞恩彻底恢复了清醒,坐起来的时候,不免感觉到了有点腰酸,昨夜两人疯狂的时间太长了,查理兹似乎进入了需求最旺盛的年龄段,本就狂野的情爱做派,最近一年来变得越加奔放。 Put on to lay the clothes on nightstand neatly, Ryan entered the washroom, took up the toothbrush time, by the mirror discovered that on the forehead had a bright red hickey, did not need to distinguish carefully, he also knows when that was South African beautiful drill left practical joke. 穿好整齐码放在床头柜上的衣服,瑞恩走进了盥洗室,拿起牙刷的时候,才透过镜子发现额头上面有个鲜红的唇印,不用仔细去分辨,他也知道那是南非美钻离开时的恶作剧。 Charlize took his Boeing aircraft to go to Switzerland very early in the morning, prepares that activity about World Cup joined recent several days of FIFA to hold, she was the important representatives in South Africa with the ambassador. 查理兹一早乘坐他的波音飞机去了瑞士,准备参加最近几天国际足联举行的一个关于世界杯的活动,她是南非方面的重要代表和形象代言人。 Although several years ago became the US citizen, but here tacitly approves the double nationality, Charlize has the tremendous enthusiasm regarding the enterprise of motherland, South African World Cup Organization committee invited the activity that she participated, so long as the time permitted, will not always decline. 尽管几年前就加入了美国国籍,但这边默认双国籍,查理兹对于祖国的事业还是抱有极大的热情,南非世界杯组委会邀请她参加的活动,只要时间允许,向来不会推辞。 Also, this is also propagandizes itself and one of the affiliated brand the way. 再说了,这也是宣传自己和旗下品牌的一种好方式。 Soccer fans, it can be said that one of the the world's largest communities. 足球迷,可以说是这个世界最大的群体之一。 Originally, South Africa once penetrated Charlize, persuasive wants to invite him to participate in several propaganda activities, was actually rejected by Ryan, the matter of he club is disinclined to mix, let alone is others' business. 本来,南非方面曾经透过查理兹,婉转的想要邀请他去参加几次宣传活动,却被瑞恩拒绝了,他连自家俱乐部的事情都懒得去掺合,何况是别人的事务。 Speaking of the soccer, at Manchester United a season lost the FA Premier League champion, Fergusson after Winger, ran into the competitor of powerful finally, the profit-centered soccer thought and bus tactic of that charm bird truly made countless people worried. 说到足球,曼联上个赛季丢掉了英超冠军,弗格森继温格之后,终于遇到了强力的竞争对手,那只魔力鸟的功利足球思想和大巴战术确实令无数人苦恼。 This also has the advantage. Some competitions will have the development, last year time, Alex? Fergusson had once considered the retirement, currently also has the powerful competitor, this competitive Scotland old man, will certainly continue to do like the previous generation. 这样也不是没有好处。有竞争才会有发展,去年的时候,阿历克斯?弗格森就一度考虑过退休,现在又有了强力竞争对手,想必这个争强好胜的苏格兰老头,一定会像前世那样继续干下去。 old man quickly retirements time, hands over sells out Manchester United? 是不是等老头快退休的时候,转手把曼联卖掉呢？ Eats the breakfast time, Ryan is still thinking that the soccer the matter, using temporarily as relaxed. 吃着早饭时候,瑞恩还在想足球的事情,权当是放松了。 According to the development trend of previous generation, Manchester United sells ten hundreds of millions pounds at all is not the difficult matter. However he does not lack this money, perhaps in the future will retire, but can also concentrate on to play the soccer? 按照前世的发展趋势,曼联卖出十几亿英镑根本不是难事。不过他也不缺这点钱,或许将来退休了,还可以专注去玩足球？ Soccer anything, that was the later matter, after the Ryan finish breakfast, hurried to Disney Headquarters in Burbank, in the morning must attend a conference. 足球什么的,那都是以后的事情,瑞恩吃完早饭后就赶去了伯班克的迪士尼总部,上午还要参加一个会议。 Is this Ryan and CEO Robert? The conference that Egger calls jointly, mainly to drive Disney management, especially propagandizes the thought of marketing department, gradually approaches toward Internet. 这是瑞恩和ceo罗伯特?艾格联名召集的会议,主要是为了带动迪士尼管理层,特别是宣传营销部门的思维,逐渐向着互联网方面靠近。 Naturally. This transformation needs the time and a process, the innumerable historic experiences showed, the anxious curve, will only turn over. 当然。这种转变需要时间和一个过程,无数次的历史经验证明,过于急的转弯,只会翻车。 Moreover Walt Disney Group of previous generation in Robert? After Egger mounts the stage . The transformations can be successfully to product release and other from the marketing way, Ryan does was just ahead of time slightly this process, after all truly is the time of Internet marketing, has not arrived completely. Disney has enough setup time. 而且前世的华特迪士尼集团在罗伯特?艾格上台后。从营销方式到产品发行等方面的转变都算得上成功,瑞恩所做的只不过是稍稍提前了这一过程,毕竟真正属于互联网营销的时代,还没有完全到来。迪士尼有足够的准备时间。 In fact, enters Disney after Ryan, the movie and peripheral product of Disney aggravated the investment in Internet marketing. Before abolishing, is used for the 95% expenses of public relations movie critic, then invests Internet with the investment that other increased together. 事实上,从瑞恩进入迪士尼后,迪士尼的影片和周边产品就加重了互联网营销方面的投入。撤销了以前用来公关影评人的百分之九十五的费用,转而与其他增加的投资一起投入到了互联网方面。 Afterward a series of movies big sells, showed that this is the effective propaganda way, several other big film companies, are also increasing the disbursement in Internet marketing similarly, but some expenses, quite come from the passing payment much to the dividend of traditional movie critic. 随后一系列影片的大卖,也证明这是行之有效的宣传方式,其他几大电影公司,同样也在加大互联网营销方面的支出,而这部分费用,相当多来自过往支付给传统影评人的红利。 In other words, Ryan in this transforming transformation, plays the role that takes the lead positively, these established movie critics disliked no wonder for these years more and more with his related work, after all he moved their cake. 换句话来说,瑞恩在这场新旧交替的转变中,起到了积极带头的作用,也怪不得这几年那些老牌影评人越来越不待见与他有关的作品,毕竟他动了他们的蛋糕。 What a pity, they are doomed by some people who the time abandon, to Ryan to the present aspect, has no good way. 可惜,他们只是注定被时代抛弃的一些人,无论是对瑞恩还是对现在的局面,都没有什么好办法。 Conference by CEO Robert? Egger manages, has the typical western company conference style, succinct and penetrating, directly soars the subject. 会议由ceo罗伯特?艾格主持,带着典型的西方公司式会议风格,简练、精辟、直奔主题。 Robert? Egger's words are not many, except for mentioning stressed that over the past year the Internet beyond the tremendous role that in the Disney entire marketing played, introduced the last fiscal year Walt Disney's performance with emphasis. 罗伯特?艾格的话不算多,除了提及强调过去一年互联网在迪士尼整个营销中发挥的巨大作用外,重点介绍了上一个财年华特迪士尼的业绩。 Last year the turnover of entire Walt Disney Group was 45 billion US dollars, the pre-tax mass of profit are 9.62 billion US dollars, the net profit achieved set a record high 6.2 billion US dollars. 去年整个华特迪士尼集团的营业额达到了450亿美元,税前利润额为96亿2000万美元,净利润则达到了创历史新高的62亿美元。 These numbers had the considerable progress compared with the beforehand fiscal year, as completely finished with Marvel Comics and running-in period of Jenkins film company and Pixar Studio, the entire Disney Group drove into the speedway. 这些数字比之前一个财年都有了长足的进步,随着与惊奇漫画、詹金斯影业和皮克斯工作室的磨合期彻底结束,整个迪士尼集团驶入了快车道。 Last fiscal year that Michael Eisner is , the net profit of Disney turned into the loss from last year of merely 900 million US dollars!. 要知道,迈克尔?艾斯纳所在的最后一个财年,迪士尼的净利润从上一年的仅仅9亿美元变成了亏损！。 After the heads of several integral parts had introduced briefly the development and plan of respective business, Ryan with the succinct powerful speech, reminded everyone Internet to the importance that Group developed. 在几个重要部门的负责人简短介绍过各自业务的发展和规划之后,瑞恩用简练有力的讲话,提醒所有人互联网对集团公司发展的重要。 „The Internet is not only the tool or an advance in technology of industrial age, it should be regarded as an independent time, but currently subversion of maximum subversion also age of the Internet to industrial age!” “互联网不仅是工业时代的工具或一次科技进步,它应被视为一个独立的时代,而当下最大的颠覆也正是互联网时代对工业时代的颠覆！” Perhaps the present Internet formed certain impact on the traditional business, but some Ryan of previous generation experience has known, what time the future is, his tune the knuckle made an effort to knock under the table, after attracting everyone's attention, continued saying that „recall history, when all new and old time took turn, the old time all was the side of disastrous defeat.” 或许现在的互联网只是对传统行业形成了一定的冲击,但有过前世经历的瑞恩才知道,未来是一个什么样的时代,他曲起指节用力敲了下桌子,吸引了所有人的注意力后,继续说道,“回顾历史,在所有新旧时代交替的时候,旧时代全是惨败的一方。” „Actually, our true competitors are not Time Warner, is not Viacom, is not News Corporation and Caunce Carter.” “其实,我们真正的竞争对手不是时代华纳,不是维亚康姆,也不是新闻集团和康斯卡特。” The executives of Disney smiled, as if guessed correctly Ryan following words, but the Ryan following words also want not to have too the difference from them, „our true opponents are the entire time! Is the time of Internet.” 这些迪士尼的高管都笑了起来,似乎猜到了瑞恩下面的话,而瑞恩下面的话也与他们所想没有太多区别,“我们真正的对手是整个时代！属于互联网的时代。” „Over more than past three years, we increased the expenditure in Internet marketing.” The Ryan sound is not loud, actually passed to the ear of everyone clearly, „«Hungry Game» «Caribbean Pirate 2» that this year screens and other movie projects, the marketing expense in Internet has surpassed 1/3 of sum total, but movie and related derivative big sells, proved our investment is fully worth.” “过去三年多,我们加大了在互联网营销方面的开支。”瑞恩的声音不大,却清楚的传到了每个人的耳朵里,“今年上映的《饥饿游戏》《加勒比海盗二》等电影项目,互联网方面的营销费用已经超过了全额的三分之一,而影片和相关衍生品的大卖,也证明了我们的投入完全是值得的。” „Therefore!” Ryan strengthened the intonation slightly, „film industry will become first batch by the traditional industry that the Internet subverts, later it must abide by some rules of Internet, but to the traditional film and television company, actually the opponent is not only other big companies and small teams, is not the video site and online booking website, is not the advanced management and industrialization system. Actually, the opponent is the entire time!” “所以！”瑞恩稍稍加强了语调,“电影行业将会成为最先一批被互联网颠覆的传统产业,以后它要遵循互联网的一些规则,而对于传统影视公司来说,其实对手不仅仅是其他大的公司、小团队,也不是视频网站、在线售票网站,更不是先进的管理和工业化体系。其实,对手就是整个时代！” In recent years and Internet company cooperation are getting more and more, itself also has the Disney management of vast network layout, obviously has the personal experience. 最近几年与网络公司合作越来越多,本身也有庞大网络布局的迪士尼管理层,明显有更多切身的体会。 Mainly depends upon the traditional sale way the failure of several movies, actually already the movie makers and distributors to Hollywood sounded an alarm, although the Internet more and more attached great importance, but the thought of quite many Hollywood Corporation management also in the past „mood” on argued spins, simply had not realized that this was actually an arrival of quietly revolution. 主要依靠传统营销方式的几部电影的失败,其实就已经给好莱坞的制片商和发行商们敲响了一记警钟,虽然互联网越来越被重视,可是还有相当多好莱坞公司管理层的思维还在过去的“情怀”上争论打转,根本没有意识到这其实是一场革命的悄然到来。 Soon, these do not have the traditional big piece of Internet gene to be defeated a road to walk, let not understand that in a complete mess that follows up the time to transform the traditional film and television company that owes timely. 用不了几年,那些不具备互联网基因的传统大片只有失败一条路可走,让不懂得及时跟进时代转变的传统影视公司亏的一塌糊涂。 The destructive innovation of age of the Internet has three levels, the minimum level is subversion of product to product ; Enters one again is subversion of category to category, or subversion of industry to industry ; Subversion in highest significance is subversion of time to time. 互联网时代的破坏性创新有三个层次,最低的层次是产品对产品的颠覆;再进一层是品类对品类的颠覆,或者行业对行业的颠覆;最高意义上的颠覆是时代对时代的颠覆。 The traditional movie that Hollywood produces in product, has bid farewell to the amassing money time of extensive growth, losing money the situation are getting more and more ; In industry competition, will face bat and video site and online booking website the straddling of zones competition of Internet industry ; Actually these are not most fearful, most fearful subversion from starts to turn in the traditional time that oneself are , the brand-new age of the Internet has approached. 在产品方面,好莱坞出产的的传统影片已告别粗放式增长的抢钱时代,亏损情况越来越多;在行业竞争方面,也将面临bat、视频网站、在线售票网站的互联网行业的跨界竞争;其实这些都不是最可怕的,最可怕的颠覆来自于自己所处于的传统时代开始翻篇,全新的互联网时代已经来临。 In the future let alone is the entire traditional business is subverted, in the Internet industry, the traditional Internet company gradually was also being subverted. 未来别说是整个传统行业被一个一个颠覆,就连在互联网行业内部,传统互联网公司也都在逐渐被颠覆。 This can be said as a destructive innovation, its would makes one think that it is an unprecedented new technology, but just the opposite, the destructive innovation at all is not the breakthrough technology, the characteristics that it presents from the beginning are to reduce the original performance index, usually is more convenient, is simpler, is cheaper. 这可以说是一种破坏性创新,它总会让人认为它是一个突破性的新技术,而恰恰相反,破坏性创新根本不是突破性技术,它一开始出现的特征是降低原有的性能指标,通常更方便,更简单,更便宜。 Most typical, had the network to sell in advance the mechanism, «Hungry Game» created in the North American shadow history to be possible be called the selling in advance record of miracle, that reached as high as 110 million US dollars sold in advance crazily, was over half from the network order form! 最为典型的,正是有了网络预售机制,《饥饿游戏》才创造了北美影史上堪称奇迹的预售纪录,那高达1亿1000万美元的疯狂预售中,有超过一半来自网络订票！ The Internet not only subverts the movie industry from the channel, in content, will gradually subvert the traditional content manufacture of backwardness, does not adapt to the age of the Internet the traditional type big piece market share to wither inevitably suddenly. 互联网不仅仅是从渠道上颠覆电影产业,就连内容上,也会逐渐颠覆落后的传统内容制作,不适应互联网时代的传统类型的大片市场份额必然急剧萎缩。 Regarding starting nearly 80 years of Disney, great storms experienced are too many, the entire group passed crisis time and time again based on the wisdom and experience, but this time is really different now. 对于创立近八十年的迪士尼来说,大风大浪经历过太多了,整个集团凭智慧和经验度过了一次又一次的危机,但如今这个时代真的不一样了。 Because Walt Disney most important competitor is not individual or the group, but is the entire time. 因为华特迪士尼最重要的竞争对手的不是个人或者集团,而是整个时代。 In this time, past experience wisdom and resources superiority no matter suddenly used, because the rule of destructive innovation exactly is the original market rule is every so often opposite. 在这个时代,以往的经验智慧和资源优势都突然不管用了,因为很多时候破坏性创新的规则恰恰是与原来的市场规则相反。 This was also Ryan in the Disney high-level meeting stressed that several times Internet important reason, the entire group must make the steady and appropriate transformation, otherwise definitely will be eliminated in the future. 这也是瑞恩数次在迪士尼高层会议上强调互联网重要性的原因,整个集团必须做出稳健而又适当的转变,否则未来必然会被淘汰。 He still remembers until now Nokia that famous words- we have not made the any mistake, but why does not know, we lost!( To be continued..) 他至今都还记得诺基亚那句著名的话-我们并没有做错什么,但不知为什么,我们输了！(未完待续。。)
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