Backed by a strong ecosystem, everything you do has a great bonus. In fact, in the Internet industry of China's future generations, Tengxun is more likely to succeed than ordinary companies in all user-based products. In fact, Teng Xun has indeed made many businesses very successful. As for those that are not successful enough, either Teng Xun himself is not doing well enough, or the enemy is too strong, powerful enough to surpass the bonus effect given by Teng Xun.
It is easy to explain this problem with a hypothetical formula. For example, because Tengxun itself has a huge user base, no matter what user-based business Tengxun does, it will have a 50% bonus. If Tengxun game itself achieves 80 points , then adding 40 additional points, the actual score of Tengxun Game will be 120 points. Other companies on the market can achieve 90 points through hard work, so Tengxun Game can be ranked first in the industry. one.
However, like the e-commerce business, the reason why Tengxun has never started is not because Tengxun itself is not suitable for e-commerce, but because Tengxun itself has not done well in e-commerce. If Alibaba’s e-commerce had achieved 100 If the score is extremely high, then even if Tengxun, which has a 50% bonus, has achieved 30 points in e-commerce, it has not done well. Even with the ecological bonus, it failed to pass.
The same is true for Weibo. If Sina Weibo achieves 80 points, Tencent Weibo will only achieve 2 or 30 points and no more.
Now, Li Mu's YY itself is a more powerful Tengxun QQ, so in theory, any user-based product that Li Mu makes can get huge bonuses from its own ecosystem. In this case, even if it barely passes It can surpass most opponents. If you use a little more care, no one can beat it. If you use a little more care, you will be invincible in the world.
YYtunes is an unprecedented super product created by Li Mu based on music. This product not only integrates several major functions of iTunes itself in the later period, but also achieves greater optimization and improvement in these functions. It is based on the music itself and is created by YY The "music socialization" supported by social functions is a super weapon that cannot be compared to any other similar products, or even can not be copied.
iTunes is a product just launched by Apple this year. Although the response has been very good, it is still only a first-generation product. Its maturity and combat effectiveness are far inferior to YYtunes operated by Li Mu. If this product is launched, it will not be able to compete in overseas markets. It will definitely have a great impact on Apple's iTunes. In the domestic market, it will directly cripple Yiting.com, which Baidu just bought.
If Apple still has iPod hardware as its ultimate defense, Baidu's Yiting.com has no defense at all against YY Music.
Li Mu had no intention of cheating Baidu, but in the face of Apple, a major enemy, he could no longer care about Baidu's life and death, even though he was one of Baidu's shareholders.
In order to completely break Apple's industrial chain in iTunes and iPod, Li Mu approved a special amount of funds for the second-generation upgrade of Mango-ME when he authorized the development of YYtunes. YYtunes was aimed at iTunes, while Mango- ME is targeting the iPod.
During this period of time, Makino Technology's hardware laboratory, as well as several MP3 OEM companies in Mainland and Taiwan acquired by Makino Technology, have been working together to develop a new generation of Mango-ME. Among them, there are several senior engineers who are highly paid from Taiwan. It was poached by Inventa, which is an OEM company for Apple's iPod. Its production line is in the mainland, so the new generation of Mango-ME borrowed a considerable part of the iPod's industrial technology.
The new generation of Mango-ME has now been developed and has entered mass production. The new generation of Mango-ME is named Mango-ME2. On the basis of Mango-ME, some practical functions have been added, such as a larger screen, more Strong sound effects, better wheel touch operation, and more rational UI interface and human-computer interaction.
It is worth mentioning that in order to enhance the sound effect of Mango-ME2, Makino Technology bought out the audio processing technology of a well-known player manufacturer in Taiwan, and provided a variety of highly adjustable equalization modes in Mango-ME2. There is sufficient support and guarantee.
In addition, the team also greatly increased the memory capacity based on the original 64MB and 128MB. The new generation Mango-ME has 128MB flash memory, 256MB flash memory versions, and 5GB, 10GB, and 30GB hard drive versions.
The industrial design concept of Mango-ME and ME2 itself was inspired by Li Mu’s iPod a few years later. The overall design is several generations ahead of the current iPod, and the production technology is all from the same school, and is not inferior to Apple’s iPod at all.
Moreover, Mango-ME2 can perfectly support PC, which is much higher than iPod's support for PC, and even users using Apple systems can get good compatibility support.
As for the production cost, it can currently be controlled at 33% of the selling price of Apple's products of the same capacity. It is said that the production cost of Apple's iPod accounts for about 30% of the terminal selling price. This figure includes R&D and production costs, and the remaining 65% %, part is net profit, which should probably account for about 20%, and the rest is various soft cost expenditures, including various taxes, packaging logistics, dealer profits and after-sales service costs. In addition, There is also a little Apple brand premium.
The current Apple style has not yet been truly established, so the brand premium is relatively low. If it comes to the iPhone era, due to the increase in brand premium, the production material cost of Apple products will account for a lower proportion of the selling price. However, due to Apple The technical content and software support behind the mobile phone are much greater than that of the iPod, so by that time, Apple's soft costs in research and development will also increase, but in contrast, the greater the sales volume, the more evenly the research and development costs will be spread. Generally speaking, If you spend 100 million yuan to develop a product and sell 10,000 units, the average R&D cost per unit will be 10,000 yuan; but if you sell 100 million units, the average R&D cost per unit will be only 1 yuan.
Overall, the cost of Mango-ME2 is not lower than that of Apple. It is even a little higher than iPod because of the research and development costs. Normally, this kind of product competition has weaknesses compared with competitors. Yes, but the hardest thing about Li Mu is: he doesn’t need to make money from Mango-ME2.
In other words, Li Mu can throw away all the 15-20% of the net profit that Apple originally reserved for himself. In this way, he will immediately have the advantage of crushing his opponents in terms of price. In addition, Li Mu is prepared to adopt a direct sales model. , and can reduce dealer profits by 5-10 percentage points. In this way, he can at least open up a 20-25% price difference with Apple products.
Comparing the price in Hong Kong without tariffs, the iPod 3-30GB version that has just been launched is priced at about HK$4,500. If Mango-ME2 is also sold in Hong Kong, Li Mu 3600 will dare to sell it.
Moreover, the cheaper Mango-ME2 is also paired with the more useful YYtunes, and is integrated into the entire YY social ecosystem and promotion resources, which has much greater advantages than Apple's iTunes+iPod.
The software and hardware products have been finalized, and Li Mu formulated a strategic plan for the core management at the meeting: YYtunes will be officially released to global users in two days, and Mango-ME2 has entered the active stocking stage. Cooperate with export trading companies to complete the import and export related processes for selling products to countries around the world as soon as possible, and strive to sell products to developed markets within one to two months.
In Li Mu's view, even if Makino Technology loses hundreds of millions of dollars, it will still use Mango-ME2 to defeat Apple's revenue support. If the combination of iTunes and iPod is both GG, Apple's development trajectory will lag at least several years, and it is very likely that The root cause of disability is left behind.
Therefore, in order to achieve the goal, Li Mu made an impromptu idea at the meeting and said to Fang Xudong: "Xudong, ask your hardware team to send people to Germany to find Sennheiser and Beyerdynamic, two professional manufacturers. Headphone companies, communicate with them separately on matters related to co-branded customized headphones.”
"Co-branded customized headphones?" Fang Xudong said in surprise: "You mean the jointly customized headphones between Mango and these two companies?"
"Yes." Li Mu nodded. Many people in China don't know much about the operation mode of "co-branding", but high-end talents like Fang Xudong who have returned from overseas must be familiar with "co-branding". Western brands often have co-branding cooperation, and Most of them are cross-border cooperation. For example, a brand in the fashion industry and a sports brand jointly launch a sports shoe. Such things can often achieve a value of 1+1 greater than 2.
Li Mu said: "We want to further improve the cost-effectiveness of our products. The player itself is a product for listening to music. For most ordinary people, when they use MP3 to listen to music, the main factors that affect the sound quality are decoding and headphones. Our decoding already has acquired processing technology, but the performance of headphones produced by Taiwanese technology is still much worse. The sound quality of such headphones, which cost less than 20 yuan, can only be considered passable. If the headphones are also compared With a big improvement, the sound quality will be qualitatively improved.”
Fang Xudong asked: "What do you mean, we will cooperate with these two companies to jointly customize earphones and sell them to consumers as standard earphones for Mang-ME2?"
Li Mu nodded and said: "We only cooperate with one of Sennheiser or Beyerdynamic. The premise of cooperation is that we order more than one million co-branded headphones from them. These millions of co-branded headphones are only A style, but this style must be co-designed with us and must not be highly similar to any of their existing products. At the same time, it must have our Mango logo on display, and they must give us a low enough price and good enough quality. control."
After that, Li Mu explained: "To be more specific, we now need to increase the cost of our headphones from less than 20 yuan to about 120 yuan. I believe that according to the normal profit margin of electronic products, the production cost of 120 yuan, The produced headphones can be sold for at least 500 yuan in the end market, so naturally we cannot expect these two headphone companies to produce headphones for us at cost price, so we have to guarantee them a certain profit margin."
"In this case, we will pay Sennheiser a cost of 120 yuan per pair, in exchange for at least a quality equivalent to Sennheiser headphones priced at 300 to 350 yuan on the market, and we promise them that all co-branded customized headphones will be It will only be sold with the Mango-ME2 player and will never be sold separately, so they can rest assured that we will use the products they gave us at low prices to impact their market."
“Under normal circumstances, less than 5% of the 1 million Mango-ME2 users will purchase additional branded headphones. And based on Sennheiser’s share of the entire headphone market, only these 5% will be purchased. 20% of %, converted to 1 million Mango-ME2, under normal circumstances, only 10,000 people will buy Sennheiser headphones. But through our cooperation, all of these 1 million people will be packaged to buy Sennheiser headphones. Heisser’s headphones have a great impact on Sennheiser’s sales.”
“In addition, we will also integrate co-branded headphones into the promotion of Mango-ME2, and we will use YY promotion methods to launch them to global users. This will have a strong pulling effect on their brands. If they can Seeing this, even if the profit of co-branded headphones is very small for them, they will accept our cooperation for this global promotion opportunity."
Fang Xudong said: "Mr. Li, if we provide each Mango-ME2 with a customized co-branded headset from Sennheiser as standard, the cost of each machine will increase by an additional 100 yuan, and the price advantage will be reduced again. "
Li Mu waved his hand: "It doesn't matter. Consumers can calculate accounts. He can calculate the value of co-branded headphones and then add it into the total price to calculate the cost-effectiveness. So as long as one of the two companies agrees to produce co-branded headphones for us at a low profit Although the added cost of 100 yuan has narrowed the price gap between us and the iPod, it has widened the gap in cost performance between us and the iPod. It will play a greater positive role in our attack on Apple. .”
Everyone present was amazed that Li Mu had made so many preparations to deal with a company with a market value of less than 10 billion US dollars, including co-branded headphones from YY Ecosystem, YYtunes, Mango-ME2, Sennheiser or Beyerdynamic. …
This is not a business competition for Li Mu. He has dug a burial pit, prepared guns, bullets, and body bags. He has prepared so many things that it is no longer an ordinary fighting posture. He will not give up until he kills the opponent. posture!
So the question is, what is his grudge against this company
(End of chapter)