Chapter 1405

In fact, in the Internet industry of the future generations in China, all products based on the user level are easier to succeed than ordinary companies. In fact, Tengxun has also made a lot of business very successful. As for those that are not successful enough, either Tengxun does not do well enough Is the enemy too strong, strong enough to surpass the bonus given by Teng Xun.

It's easy to explain this problem with a hypothetical formula. For example, because of its huge user base, Tengxun has a 50% bonus for any user based business. If Tengxun achieves 80 points, plus 40 additional points, the actual score of Tengxun is 120 points, and other companies on the market are exhausted Achieve 90 points, so Tengxun game can be the first in the industry.

However, for e-commerce business, the reason why Tengxun hasn't done it all the time is not that Tengxun is not suitable for e-commerce, but that Tengxun hasn't done it well. If Alibaba bar's e-commerce has achieved the maximum of 100 points, even if Tengxun has a 50% bonus effect, it has done 30 points for e-commerce. It hasn't done it well, even if it has added ecology Jiacheng failed.

It's the same with Weibo. If Sina Weibo scores 80, Tencent Weibo scores 2 or 30.

Now, Li Mu's YY is a more powerful Tengxun QQ, so in theory, Li Mu can get a huge bonus from his own ecology when he makes any user based product. In this case, even if he barely passes, he can surpass most of his rivals. If he slightly uses dim sum, no one can reach him. If he uses dim sum more, he will be invincible in the world 。

Yytunes is an unprecedented super product created by Li Muji based on music. This product not only integrates several major functions of iTunes itself in the later stage, but also achieves greater optimization and improvement in these functions. The "music social" built on music itself and supported by YY social function is incomparable to any other similar product, even beyond recovery Super weapon.

ITunes is Apple's product just launched this year. Although the response is very good, it's still a new generation product. Its maturity and combat effectiveness are far worse than those of yytunes, which Li Mu has made. If this product is launched, it will certainly have a great impact on Apple's iTunes in the overseas market. In the domestic market, it will directly cripple the easy to hear network Baidu just bought 。

If Apple has iPod hardware as the ultimate defense, Baidu's easy to listen network has no defense power in front of YY music.

Li Mu doesn't care about Baidu, but in front of apple, he can't care about Baidu, even if he is one of Baidu's shareholders.

In order to completely break Apple's industrial chain in iTunes and iPod, Li Mu has granted a special fund for the second generation upgrade of mango me as early as he was encouraging the development of ytunes. Yytunes refers to iTunes while mango me refers to iPod.

During this period of time, hardware laboratory of Muye technology, as well as several MP3 OEM enterprises in mainland and Taiwan acquired by Muye technology are all working together to develop a new generation of mango me. Among them, there are several senior engineers who are highly paid from Yinghuada, Taiwan. Yinghuada is the OEM enterprise of apple iPod, and the production line is in the mainland, so in the new generation of mango me, we can learn from them A considerable part of the industrial technology of iPod.

The new generation of mango me has now been developed and started to enter 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 larger screen, stronger sound effect, better roller touch operation, more reasonable UI interface and human-computer interaction.

It is worth mentioning that in order to enhance the sound effect of mango-me2, Muye technology bought out the audio processing technology of a well-known player manufacturer in Taiwan, provided a variety of highly schedulable equilibrium modes in mango-me2, and provided sufficient support for the sound quality.

In addition, the team has greatly increased the memory capacity on the basis of the original 64MB and 128MB. The new generation of mango me has 128MB flash memory, 256MB flash memory, and 5GB, 10GB and 30GB hard disk versions.

The industrial design concept of mango me and me2 itself is the inspiration of Li Mu from the iPod several years later, which is several generations ahead of the current iPod. Moreover, the production technology is the same as that of Apple iPod.

Moreover, mango-me2 can support PC perfectly, which is much higher than that of iPod. Moreover, even if users use Apple system, they can also get good compatibility support.

As for the production cost, it can be controlled at 33% of the price of Apple's products with the same capacity. It is said that the production cost of Apple's iPod accounts for about 30% of the price of the terminal. This figure includes the cost of R & D and production. Of the remaining 65%, part is the net profit, which should account for about 20%. The remaining part is various soft cost expenditures, including various taxes , packaging logistics, dealer profits and after-sales service costs. In addition, there is a little brand premium for apple.Now, Apple has not really created the brand premium, so the brand premium is relatively low. In the iPhone era, due to the increase of the brand premium, the cost of production materials of Apple products will account for a lower proportion of the price. However, because the technology content and software support behind Apple's mobile phone are far greater than that of iPod, Apple's R & D will become more flexible at that time In contrast, the larger the sales volume is, the more serious the R & D cost is. Generally speaking, if we spend 100 million yuan to develop a product and sell 10000 units, the R & D cost of each unit will be 10000 yuan. But if we sell 100 million units, the R & D cost of each unit is only one yuan.

On the whole, the cost of mango-me2 is not lower than that of apple. Even because of the R & D cost, the cost is a little higher than that of iPod. Normally, compared with competitors, such product competition is weak, but Li Mu's hardest point is that he doesn't need to make money by mango-me2.

That is to say, Li Mu can throw away all 15-20% of Apple's original net profit left to him. In this way, he can immediately have the advantage of crushing his competitors in terms of price. In addition, Li Mu is going to adopt the direct selling mode, which can reduce 5-10% of dealers' profit. In this way, he can at least open a 20-25% price difference with Apple's products.

Compared with the price in Hong Kong where there is no tariff, the iPod 3-30gb, which is just on the market, costs about 4500 Hong Kong dollars. If mango-me2 is also on sale in Hong Kong, Li Mu would dare to sell 3600.

Moreover, the cheaper mango-me2, together with the better use of yytunes, is integrated into the social ecology and promotion resources of the whole YY, which is much better than Apple iTunes + iPod.

Software and hardware products have been finalized. Li Mu made a strategic plan for the core management at the meeting: yytunes will be officially released to global users two days later, and mango-me2 will enter into the stage of active stock. At the same time, it will cooperate with import and export trading companies from all over the world to complete the import and export related processes of products sold to all over the world as soon as possible, striving to achieve one or two Within months, the products will be sold to developed countries.

In Li Mu's view, even if Makino technology lost billions of dollars, it would use mango-me2 to knock down Apple's revenue support. If the combination of iTunes and iPod is double GG, Apple's development track will lag for at least several years, and it is likely to fall into the root of disability.

So, in order to achieve the goal, Li Mu decided temporarily at the meeting. Xudong said, "Xudong, let your hardware team send someone to Germany to find Sennheiser and BYD power, two professional headphone manufacturers, to communicate with them about joint customization of headphones."

"Co branded custom headphones?" Fang Xudong was surprised and said, "do you mean mango and the two companies' joint customized earphones?"

"Yes." Li Mu nodded. Many people in China don't know much about the operation mode of "co branding", but Fang Xudong, a high-end talent returning 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, brands and sports brands in the fashion industry jointly launch a sneaker, which can achieve 1 + 1 greater than 2 Value.

Li Mu said: "we need to further improve the cost performance of our products. The player itself is a product for listening to music. For most ordinary people, using MP3 to listen to music mainly affects the sound quality of decoding and earphones. Our decoding has acquired processing technology, but the performance of earphones produced by Taiwan technology is still poor, which The sound quality of earphones with a cost less than 20 yuan can only be said to be reasonable. If the earphones are also greatly improved, the sound quality will be improved. "

Fang Xudong asked, "what do you mean is that we will cooperate with these two companies to jointly create customized earphones, which will be sold to consumers as standard earphones of mang-me2?"

Li Mu nodded and said: "we only cooperate with one of Sennheiser or BYD. The premise of cooperation is that we order more than one million co branded earphones from them. There is only one style for these millions of CO branded earphones, but this style must be designed together with us, not highly similar to any of their existing products. At the same time, we must We have mango logo display, and they want to give us enough low price and good quality control. "

After that, Li Mu explained: "to be specific, we need to raise the cost of our earphones from less than 20 yuan to about 120 yuan. I believe that according to the normal profit rate of electronic products and the production cost of 120 yuan, the earphones produced can be sold to at least 500 yuan in the terminal market. Naturally, we can't expect these two earphone companies to take the cost price for me We make earphones, so we need to guarantee them a certain profit margin. "

"In this case, we will pay 120 yuan to Senhai for each piece of cost, at least to replace the quality equivalent to the quality of senhaiser earphones of 300 yuan to 350 yuan on the market. Moreover, we promise them that all the joint customized earphones will only be sold with mango-me2 player, and they will never come out to sell alone, so they can rest assured that we will give them a low price to us Products, then hit their market. ""Under normal circumstances, less than 5% of the 1 million mango-me2 users will buy brand earphones additionally. According to the market share of Sennheiser in the whole earphone market, only 20% of the 5% can be obtained. In a word, under normal circumstances, only 10000 of the 1 million mango-me2 users will buy Sennheiser's earphones. Through cooperation with us, these 1 million people, all of them Will be packaged to buy Sennheiser's headphones, the sales of Sennheiser is very important. "

"In addition, we will integrate the co branded headphones into the promotion of mango-me2, and we will use YY promotion method to launch them to global users, which will have a strong pulling effect on their brand. If they can see this, even if the profit of the co branded headphones is very small for them, they will accept the opportunity of global promotion We worked together this time. "

"President Li, if we give each mango-me2 a customized co branded headset as standard, the cost of each machine will be increased by 100 yuan, and the price advantage will be reduced again," Fang said

Li Mu waved his hand: "it doesn't matter. Consumers can calculate the value of the co branded headphones, and then put it into the total price to calculate the cost performance ratio. So as long as one of the two enterprises promises to produce the co branded headphones for us with low profits, the increased cost of 100 yuan will narrow the price gap between us and the iPod, but it will enlarge the price gap between us and the iPod The cost performance gap will play a more positive role in our way of sniping 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 US $10 billion. Yyecology, yytunes, mango-me2, Sennheiser or BYD power's joint headphones

Li Mu is not a commercial competition. He is ready to dig the burial pit, prepare the guns, bullets and shroud bags. He is ready for such a fight that is impossible. Instead, he will not let the other side die!

So the question is, what's his feud with the company?