The next day, Li Mu woke up naturally from his sleep. When he opened his eyes, he realized that Zhao Ziqiu had disappeared. Li Mu hurriedly got up to look for it. When he left the bedroom, he saw the note left by Zhao Ziqiu on the coffee table in the living room.
"I have an important class to attend this morning. If you wake up and find that I am not here, don't miss me too much!" The signature was the simplest smiley face and the word "Autumn".
Li Mu smiled bitterly and shook his head. He had worked on Zhao Ziqiu's fertile soil three times last night, and as a result, she was able to get up early to go to class today. She slept until half past ten and still felt that her legs were a little weak, but it was clearly her last night. Begging for mercy one after another, a woman is really a magical creature.
At this time, Liu Edong called Li Mu and told him the good news. After Mo Wenwei's album was launched on Taobao yesterday, as of 10 o'clock this morning, all the system inventory of 120,000 copies had been sold out.
This result did not make Liu Edong feel awesome, but it frightened the people at Rolling Stone.
If we follow the normal album market sales rules, one out of every three albums in the world is pirated. It seems that this proportion of pirated copies is not high, but that is because the copyright protection in Western countries is extremely strict, which has greatly reduced the number of pirated copies. On average, if we only count the entire Asian album market, at least two out of every three albums are pirated. If we count the mainland market alone, it would be good to have one out of every five albums be genuine.
This is not an exaggeration by Li Mu. Even the literary gangster Gao Dajie Gao Xiaosong said in his talk show that before they made an album, they would first go to the pirates and beg them for a month to give them the original version. Let them sell the genuine version for a month before they start selling it, but the pirates are very tough and must sell it at the same time as the genuine version. Xiao Dajin said that if the piracy is too tight, it will be impossible to make music, so they let the pirate dealers be lenient and give them It’s been a week since he released his new album. This is the actual state of the mainland’s audiovisual products field.
Rampant piracy is only one aspect that makes it difficult to sell albums. In 2000, digital music is the ultimate weapon to destroy the record industry. Just like pirated physical novels, pirated albums also cost money to buy. The difference between them and genuine ones is the price. There is a difference in price, but pirated digital novels and music are different. Piracy of digital content is completely free. This is not a difference in price, but a difference between paid and free. Therefore, the development path of genuine copies is becoming increasingly difficult. , coupled with the lack of clear legal support from the country, the development of genuine products will be even more difficult.
The mainland market in 2002 was a key point for the rise of digital music and MP3 hardware. In addition, Li Mu's Yiting.com and Mango-ME greatly promoted the development of digital music and MP3 terminals. Therefore, Li Mu also realized that the current genuine albums The market space should be much smaller than at the same time in his previous life. He was also somewhat surprised by this result.
Li Mu asked: "Have you contacted the people at Rolling Stone and asked them to make new copies as soon as possible?"
Liu Edong smiled and said: "Of course, their leaders were frightened by this data. A total of 150,000 copies of the mainland version of this album were produced, of which 30,000 copies have already been sent to distributors, so they are ready to rush again." We will make 150,000 copies, and this time we are going to ask Mo Wenwei to sign a batch of posters, saying that we want her to sign 5,000 copies, and we will randomly give away an autographed poster for every 30 orders as a gimmick."
Li Mu's eyes lit up and he said, "The people over at Rolling Stone know a lot about marketing."
Liu Edong said: "Yes, signed posters must be very attractive to fans."
For a singer, five thousand posters can be signed in half a day. It is not a very large workload. Moreover, for a record company, the cost of five thousand posters is pitifully low. And this low cost The gifts are of extraordinary significance to fans, so Li Mu believes that if the 5,000 posters are in place, the additional 150,000 albums should also be sold out.
Compared with the huge market in the mainland, even if piracy is rampant, the sales volume of 300,000 albums is still not too high. So, Li Mu said to Liu Haodong: "Communicate with the people at Rolling Stone and ask them to make as many copies as possible." , 150,000 pieces is still a little less. If we do a good sales cycle of at least half a year, it shouldn't be a big problem to make another 500,000 pieces. If the stock is always out of stock, it will have a greater impact on consumers' enthusiasm."
Liu Edong said: "I communicated with them, but they wanted to be cautious and make 150,000 more copies first. If the sales are good, they will speed up the production."
Li Mu also expressed his understanding of this. Record companies destroy a large number of records every year. Most of the records that cannot be sold are kept in inventory and are basically thrown into landfills. That is all wasted money, right? It is normal for record companies to be cautious, but now Taobao has kicked off the e-commerce era. The business model has changed from a single face-to-face transaction to a variety of possibilities. Therefore, compared with directly listing "nothing" With the word "goods", there are many ways to save the country through curves.
So, Li Mu asked Liu Eodong: "How much does Mo Wenwei's album cost?"
"Sixteen yuan, plus one dollar and two for postage."
Li Mu thought for a while and said, "Ask the people at Rolling Stone if they are willing to do a discounted pre-sale. Users place a deposit of three yuan, which can be redeemed for six yuan after the goods arrive. Although part of the profit is lost, the number of converted users will increase." There are many, and they can accurately grasp the market demand.”
Liu Edong said: "Then I will call them later to communicate with them."
Li Mu suddenly thought of Jay Chou again. He didn't know the sales data of Jay Chou's many albums, but he thought he would be one of the Chinese singers with the highest album sales in the future, so he asked Liu Haodong: "Do you know Jay Chou?" wheel?"
Liu Edong said: "I've heard of him, and Jingjing likes him very much."
Li Mu said: "Please find out which record company he is in. In addition, today we need to spread the news that Mo Wenwei's 120,000 records were sold out in one day. Leave a message on the website to welcome other record companies to discuss cooperation. In this case, it would be best if you can attract a group of record companies to cooperate. And if the record companies signed by Jay Chou come to your door, you will give priority to cooperating with them. In the next stage, Taobao's self-operated audio and video products channel will mainly promote Zhou Jie. Jerun.”
Liu Edong said: "OK, I will make arrangements now. In addition, our Mango-ME flash sale will start at eight o'clock tonight. Do you want to come and pay attention?"
Li Mu hummed and said, "Then I'll go there in the afternoon. By the way, when will the pre-sale of the Summer Brand Day officially start?"
"At 8:30 tonight." Liu Edong said: "All the pages have been prepared, and the advertising has been prepared in advance. The event page will be officially launched at 8:30 tonight. After going online, our backend will also begin to accept orders from users. The deposit is paid in advance.”
…
Taobao's ability to purchase music albums that are officially authorized by record companies is a big surprise for Taobao users. Although most Taobao users will not buy them, it also makes them have a deeper appreciation for Taobao. Trust, so many well-known companies have opened official flagship stores on Taobao, which in itself has raised Taobao's recognition to a higher level, and this time they can get authorization from record companies and sell genuine albums on Taobao. This once again enhanced Taobao’s value in the minds of users.
In addition to users, record companies and even the entire entertainment industry also re-recognized Taobao and the power of Taobao overnight. The news that Mo Wenwei's album was a big hit after it was launched on Taobao did not require any publicity by Liu Eodong. Soon It has spread throughout the entertainment industry.
Selling 120,000 albums in one day, this achievement really shocked the entire music industry. The key is not only how scary the number 120,000 is, but more importantly, the inventory the Rolling Stones promised to Taobao is only 120,000 pieces. If the inventory is sufficient and Taobao is given another three to five days, I don’t know how high the sales volume will be.
The people at Rolling Stone Records were overjoyed. It was only one thing that the 120,000 albums were sold out. It was also one thing that the accompanying albums of other stars also had good sales. More importantly, they found Taobao, a new distribution and sales channel. In this way Not only will it increase album sales, but it will also reduce the channel costs of album sales. It will be a two-way profit for the Rolling Stones, which can be called a life-saving straw for them right now.
Other record companies paid close attention to the sales of Rolling Stones records on Taobao. When they witnessed the rapid sell-out of Mo Wenwei's album, they immediately realized that Taobao had become a channel they must fight for.
More importantly, through the rapid popularity of Mo Wenwei in the mainland, they realized the huge context behind Taobao. Taobao is not only an online trading platform, but behind it is Makino Technology, a newly emerging Internet in the mainland. Overlord company, and Makino Technology has YY, a powerful promotion killer. This is simply a super channel that major record companies dream of. In addition, Tieba is also an extremely important component, which can help stars use their own Accurate names gather fans. In this way, the influence of Makino Technology in the entertainment industry is very clear: through YY, celebrity messages are pushed to users centrally, and then fans of celebrities are gathered through Tieba, allowing them to continuously communicate and share in Tieba. , enhance their loyalty to their idols, and finally use Taobao to convert these loyal fans into cash, forming a complete chain.
From fan conversion, to fan loyalty enhancement, to fan monetization, this was once a very clear development route for entertainment companies. However, for them, fan conversion and loyalty enhancement require a lot of time and energy to be invested in these two aspects. Slow operation, high cost and slow results, but nowadays, Makino Technology can achieve it overnight. Therefore, the lines of Makino Technology and Taobao have suddenly become the focus of the entire entertainment industry, and Taobao is powerful His sales ability also made all record companies itchy. After Liu Edong released the record cooperation method, as of 4 p.m., all record companies with certain strength in the mainland, Hong Kong and Taiwan have taken the initiative to contact Taobao and made it clear We hope to fully cooperate with Taobao.
Li Mu was deeply aware of the strength of the platform and channels. He just used the existing resources to help a group of Mo Wenwei. Unexpectedly, he accidentally opened up a new world. What is certain now is that Taobao will become the largest audio and video product in the country. Sales channels.
(End of chapter)