Regarding IPO, Li Mu has his own rhythm.
At this stage, the number of users, product influence, and revenue capabilities of Makino Technology are all growing steadily. No matter how the company is evaluated from any aspect, it has nothing to do with lack of money. At this stage, it does not require a large amount of capital to enter. To support Makino Technology's all-out rush into the market. In other words, in the industries that Makino Technology is involved in, there is no real competitor in the world.
The so-called real ability to fight does not mean casually commanding a small unit to fight two guerrilla wars, but that the two sides are truly on the same level, with all armies lining up, and then fighting a life-or-death, or winner-takes-all battle.
Therefore, Li Mu wants to push back the pace of the IPO, at least until YYtunes has snatched up all non-Apple users of iTunes, and until Mango-ME has completely replaced the iPod, intercepting Apple's cash flow, and then letting them all The company fell into a quagmire of losses and losses.
If the iPod collapses and iTunes sinks into the sea, all of Apple's product lines will fall into anemia. No matter how much potential their products have in the future, if they can't survive the present, they must die.
In fact, when Apple launched YYtunes and received high praise from users, it immediately felt a direct threat from Makino Technology.
The first thing affected was the stock price. In the last two trading days of this week, Apple's stock price fell from 8.68 US dollars to 7.36 US dollars. The decline in the two trading days reached 15%. This has a great impact on Apple, as well as the capital and capital behind Apple. For stock investors, this is a huge blow.
The valuation of US$7.36 is close to Apple’s stock price a month ago. In the past month, it is precisely because of the satisfactory growth of iTunes-Store’s business that Apple’s stock price has increased significantly, from US$7.3 to US$8.68. The increase reached 20%, but after a month of hard work, it fell back to its original shape in two days.
What’s even more frightening is that no one knows what kind of news Makino Technology and YYtunes will bring this weekend. If negative news about iTunes continues to break out, Apple’s stock price will plummet on the next Monday trading day.
Just this weekend, a team sent by Makino Technology to Germany has begun interviews with Sennheiser and Beyerdynamic.
The global headphone market is actually not very large in size, with a total market size of only a few billion dollars. Moreover, a large part of this market does not belong to professional headphone manufacturing companies. This is because many users have not been trained at all. They have no consumption habit of buying headphones separately, and the music player products they buy have original accessories from major manufacturers. For example, Sony Walkman sales are very large, but the vast majority of Walkman users use the ones they purchased when they purchased the Walkman. It comes with Sony headphones. In this case, very few users will buy another pair of headphones.
After most of the market is occupied by equipped headphones, the competition in the remaining small part of the free market is extremely fierce, which is completely due to a state of more wolves and less meat. Therefore, whether it is Sennheiser or Beyerdynamic, although in the field of headphones It is well-known in the enthusiast circle, but the actual size of the company in the international market can only be regarded as a medium-sized enterprise, or even a small and medium-sized enterprise. Therefore, when facing a giant enterprise like Makino Technology, everyone has no idea what is possible. Looking forward to the cooperation.
After meeting with Sennheiser's senior management at Sennheiser's headquarters in Hannover, Germany, Makino Technology's team first explained Makino Technology's cooperation intentions and detailed requirements to Sennheiser's senior team, and then told If they can accept the cooperation conditions of Makino Technology, then Li Mu, chairman of Makino Technology, will communicate directly with them through video conference.
As soon as they heard that Li Mu was directly involved in this matter, Sennheiser's senior management paid more attention to this negotiation. Although Makino Technology had not put forward conditions yet, in their hearts, they were ready to accept it no matter what and held tight. Makino Technology’s big decision.
The team leader of Makino Technology made a total of five points of Makino Technology’s cooperation intentions to Sennheiser’s senior management:
First, the two parties develop a co-branded headset, and the market price range corresponding to the overall quality of the headset should be around US$60-70;
Second, Makino Technology does not have the strength and technology accumulation in acoustic hardware research, so the research and development work for the co-branded headphones developed this time will be completed independently by Sennheiser, and Makino Technology will only give certain opinions;
Third, the appearance design was completed by Sennheiser and Makino Technology;
Fourth, although it is a co-branded model jointly developed, the product is not jointly sold, but is sold in a bundle with Mango-ME2 by Makino Technology. Therefore, the cooperation model between Makino Technology and Sennheiser adopts a pricing purchase method. I hope Sennheiser will You can minimize the shipping price. On the basis of ensuring quality, the best shipping price can be controlled at around US$15-20;
Fifth, Makino Technology attaches great importance to Mango-ME2. Not only will YY and YY.com spare no effort to promote it, but YYtunes will also cooperate deeply with it. Therefore, the sales and exposure of Mango-ME2 are absolutely guaranteed. If Mori Heisel promised the first four, and Makino Technology will definitely give Sennheiser huge returns in terms of overall shipments and brand awareness.
After hearing this, Sennheiser CEO Muller expressed his position on the spot without any hesitation: "Gentlemen, Sennheiser is very willing to cooperate in depth with Makino Technology and fully accepts your cooperation requirements, and I believe With Sennheiser’s strength, it is definitely the best partner candidate for Makino Technology, bar none.”
In Muller's mind, Makino Technology's intention to cooperate is simply a big pie falling from the sky for Sennheiser. If nothing else, the brand awareness of Makino Technology alone will give Sennheiser It will bring a huge improvement to Er's brand value, not to mention how much sales Mango-ME2 will bring to Sennheiser.
Although this cooperation may squeeze some of Sennheiser's direct profit margins, overall, it is definitely beneficial and harmless.
At this time, the team leader of Makino Technology smiled and said: "Mr. Muller, we naturally have great trust in Sennheiser's strength, but some details still require further communication."
Mueller nodded and said: "No matter what the problem is, please speak up and we will do our best to solve it and promote cooperation between us."
"Next, our chairman and CEO, Mr. Li Mu, will talk to you directly through video conference."
Mueller said hurriedly: "It is such an honor to have a video conference with Mr. Li Mu!"
After connecting the laptop to the projector and speakers in the conference room, the team leader of Makino Technology connected to Li Mu’s work YY. After the video was connected, he said to Li Mu who was sitting in the office of Makino Technology: "Mr. Li, Senhai Mr. Muller, CEO of Searle, has initially accepted our intention to cooperate. Do you want to communicate with Mr. Muller personally for the specific details?"
Li Mu nodded: "I will talk to him about the follow-up matters."
The team leader of Makino Technology turned the computer to face Mueller and other Sennheiser leaders so that Li Mu could see them through the laptop's built-in camera.
Mueller saw Li Mu on the screen and immediately greeted him enthusiastically in English: "Hello, Mr. Li Mu, I have admired you for a long time. It is a great honor to have a video call with you!"
Li Mu smiled slightly and said also in English: "Hello Mr. Mueller, nice to meet you."
Muller said nervously: "Mr. Li Mu, we have heard your employees introduce Makino Technology's intention to cooperate. What I want to say is that Sennheiser is very much looking forward to cooperating with you and Makino Technology, and also very much hopes to We will implement this cooperation as soon as possible and hope that Sennheiser can provide the best possible help for the global sale of Mango-ME2!"
Li Mu smiled and said: "Regarding this cooperation, I still have some more detailed issues that I want to clarify with Mr. Mueller."
Mueller hurriedly said: "Please tell me."
Li Muchao: "That's right, our products are expected to be launched in the next one to two months, so if we cooperate, our time is still very tight. First, we need both of us to start the design as soon as possible and complete the plan. Then we enter the production stage. At the same time, we need Sennheiser to deliver at least one million customized headphones to Makino Technology within the next month, and continue to deliver three million pieces to Makino Technology within the next month. strip."
Muller thought for a moment and said: "This is mainly a matter of design and production. In terms of design, we can start appearance design as soon as possible. We have very rich experience in this area, and we also have many design plans in reserve. When the time comes, All can be brought out for review and selection by you and Makino Technology. If everything goes well, I believe it can be implemented within a week;
In addition to the appearance design, there is also the industrial design of the headphones themselves. I think that we can directly take out our currently best-selling and most market-recognized headphones at a price of 60-70 US dollars, and still use these headphones. The industrial configuration solution ensures the best sound quality, and we can also cooperate with Makino Technology to directly tell consumers during external publicity that this co-branded headset is the same as our best-selling headset currently priced at US$60. The exact same hardware is used, which saves design time, ensures the sound quality of the headphones, and enhances consumer recognition. "
When Li Mu heard this, he immediately nodded and said: "Mr. Mueller, this solution is very good. If we confirm cooperation, Makino Technology will also make a similar announcement to the outside world. If both of us issue announcements to confirm, the credibility will be higher. "
Mueller said excitedly: "If Mr. Li Mu approves this plan, that would be great."
Li Mu asked him again: "This plan can be used in design, but what about production?"
Muller hurriedly said: "There is no problem with production. We at Sennheiser, like many other companies, develop our headphone products independently and then hand them over to Fengda in Japan for OEM. However, we only hand over mid-to-low-end products to Fengda." Da OEM, mid-to-high-end products and flagship products are produced in Germany. The $60-70 headphones you mentioned are already in the mid-to-high-end category, so they will be produced directly in Germany;
The production capacity of German production lines has a certain degree of redundancy. As you just said, the production speed of one million units in the first month and three million units in the next month can be guaranteed. If we confirm cooperation, we will start the design work at the same time. While simultaneously increasing the production speed of our original mid-to-high-end products, we will first squeeze the production capacity to the extreme during the window period during the design phase of the co-branded headphones. This way, when the production of the co-branded headphones starts, we will have enough production capacity to support it! If you have a need to temporarily increase production capacity, Sennheiser can suspend the production of its own products and invest all its production capacity to prioritize the needs of Makino Technology! "
(End of chapter)