Chapter 1405 What Grudge, What Grudge?

Backed by a strong ecosystem, doing anything has a great bonus effect. In fact, in the Internet industry of later generations of Huaxia, all products based on the user level, Tengxun is more likely to succeed than ordinary companies. In fact, Tengxun has done a lot of business very successfully. As for those that are not successful, either Tengxun himself is not good enough, or the enemy is too strong and powerful enough to surpass the bonus effect given by Tengxun.

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 the Tengxun game itself achieves 80 points , then add 40 additional points, the actual score of Tengxun game is 120 points, and other companies on the market can achieve 90 points after working hard, so Tengxun game can be the first in the industry. one.

However, like the e-commerce business, the reason why Tengxun has not been able to do it is not because Tengxun is not suitable for e-commerce, but because Tengxun has not done a good job in e-commerce. If Alibaba’s e-commerce has achieved 100% The ultimate score, then even Tengxun, which has a 50% bonus effect, has achieved 0 points for e-commerce itself, and he has not done it well, even if the ecological bonus is added, he fails to pass.

The same is true for Weibo. If Sina Weibo achieves 80 points, Tencent Weibo will also score 2 or 0 points and cannot be more.

Now, Li Mu himself is a more powerful Tengxun QQ, so theoretically, 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 makes a pass, he can Beyond the vast majority of opponents, if you use a little dim sum, no one can match it. If you use more dim sum, you will be invincible all over the world.

Tunes 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. The function-supported "music socialization" is a super weapon unmatched by any other similar products, or even a super weapon that cannot be replicated.

iTunes is a product that Apple just launched this year. Although the response has been very good, it is still only a first-generation product. Its maturity and combat effectiveness are far worse than that of Li Mu's tunes. It will definitely have a big impact on Apple's iTunes. In the domestic market, it will directly smash the Yiting.com that Baidu just bought.

If Apple still has iPod hardware as the ultimate defense, Baidu's YiTing.com has no defense in the face of music.

Li Mu has no intention of cheating on Baidu, but in the face of Apple, the enemy, he has no way to take into account Baidu's life and death, even if he is one of Baidu's shareholders.

In order to completely break Apple's industrial chain in iTunes and iPod, when Li Mu instigated the development of tunes,

A special fund was approved for the second-generation upgrade of Mango-ME. Tunes refers to iTunes, while Mango-ME refers to iPod.

During this period of time, the hardware laboratory of Makino Technology, as well as several MP foundry companies in Mainland China 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 dug by Inventec. Inventec is an OEM company for Apple's iPod, and its production line is located in the mainland. Therefore, a considerable part of the iPod's industrial technology has been borrowed from the new generation of Mango-ME.

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, and some practical functions have been added on the basis of Mango-ME, such as larger screen, more Strong sound effects, better scroll wheel touch operation, and more rationalized 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. have sufficient support.

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 versions, and 5GB, 10GB, and 0GB hard disk versions.

The industrial design concept of Mango-ME and ME2 itself is the inspiration that Li Mu got from the iPod several years later. The whole is several generations ahead of the current iPod, and the production process is all from the same family, which is not inferior to the Apple iPod at all.

Moreover, Mango-ME2 can perfectly support P, which is much higher than iPod's support for P, and even if users use Apple system, they can also get good compatibility support.

As for the production cost, it can be controlled at % 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 0% of the terminal selling price. This figure includes research and development and production costs, while the remaining 65% Among them, part of it is net profit, which should account for about 20%, and the rest is part of various soft cost expenditures, including various taxes, packaging logistics, dealer profits and after-sales service costs. There is a slight premium to Apple's brand.

The current Apple price has not really been built, so the brand premium is relatively low. If it comes to the iPhone era, due to the increase in the brand premium, the cost of production materials for Apple products will account for a lower proportion of the price. However, due to Apple The technical content and software support behind the mobile phone are far greater than that of the iPod, so at that time, Apple's soft cost in research and development is also increasing, but relatively, the greater the sales volume, the more equally the research and development cost will be shared. Generally speaking, If you spend 100 million yuan to develop a product and sell 10,000 units, the average R&D cost of a single unit is 10,000 yuan; but if 100 million units are sold, the average R&D cost of a single unit is only 1 yuan.

Overall, the cost of Mango-ME2 is not lower than that of Apple, and it is even a little higher than that of iPod because of the R&D costs. Normally, compared with competitors, such products have weaknesses. Yes, but Li Mu's toughest point is that he doesn't need to rely on Mango-ME2 to make money.

In other words, Li Mu can throw away all the 15-20% of the net profit that Apple originally left to him. In this way, he can immediately have the advantage of crushing his opponents in terms of price. In addition, Li Mu plans to adopt the direct selling model. , In terms of dealer profits, it can suppress 5-10 percentage points, so that he can at least open a 20-25% price difference with Apple products.

Compared with the price in Hong Kong without tariffs, the price of the iPod-0GB version that has just been launched is about 4,500 Hong Kong dollars. If the Mango-ME2 is also sold in Hong Kong, Li Mu 600 will dare to sell it.

Moreover, the cheaper Mango-ME2 is also equipped with more useful tunes, and is integrated into the entire social ecology and promotion resources, which is much more advantageous than Apple's iTunes + iPod.

Both software and hardware products have been finalized, and Li Mu made a strategic plan for the core management at the meeting: tunes will be officially released to global users two days later, while Mango-ME2 has entered the active stocking stage, and at the same time, it will cooperate with the progress of the world. Cooperate with export trading companies to complete the import and export related processes of products sold to countries around the world as soon as possible, and strive to sell products to developed countries within one to two months.

In Li Mu's view, even if Muye Technology loses hundreds of millions of dollars, it will use Mango-ME2 to support Apple's revenue. If the combination of iTunes and iPod is both GG, Apple's development trajectory will lag for at least a few years, and it is very likely Fall down the root cause of disability.

So, in order to keep up with the goal, Li Mu made a temporary move at the meeting, and Fang Xudong said: "Xudong, let your hardware team send someone to Germany to find Sennheiser and Beyerdynamic, two professional manufacturers. Headphone companies, communicate with them about joint custom headphones."

"Co-branded custom earphones?" Fang Xudong said in surprise: "You mean the joint custom-made headphones of 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 Fang Xudong, a high-end talent returning from overseas, must be familiar with "co-branding". Western brands often have joint-brand cooperation, and Most of them are cross-border cooperation. For example, a fashion brand and a sports brand jointly launch a sneaker. Such things can often achieve the 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 using MP to listen to music, the main factors that affect the sound quality are decoding and headphones. Our decoding has acquired the processing technology, but the performance of the headphones produced by Taiwanese technology is still much worse. The cost of this kind of headphones is less than 20 yuan, and the sound quality can only be justified. If the headphones are also compared The bigger the improvement, the better the sound quality will be.”

Fang Xudong asked: "Then what do you mean, let's co-brand custom earphones with these two companies 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 the 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 display, and they must give us a low enough price and a good enough product. 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 earphones produced can be sold for at least 500 yuan in the end market, and we naturally cannot expect these two earphone companies to produce earphones for us at the cost price, so we must guarantee a certain profit margin for them.”

"In this case, we pay Sennheiser 120 yuan per piece, at least to exchange for the quality of Sennheiser earphones on the market from 00 to 50 yuan, and we promise them that all co-branded custom earphones are It will only be sold with Mango-ME2 players and will never be sold separately, so they can rest assured that we will use their products at low prices to hit their market.”

"Under normal circumstances, less than 5% of the 1 million Mango-ME2 users who will buy additional branded headphones may be less than 5%, and according to Sennheiser's share in the entire headphone market, only these 5% can be obtained. 20% of the %, converted to 1 million Mango-ME2 under normal circumstances, only 10,000 people will buy Sennheiser headphones, but through cooperation with us, all of these 1 million people will be packaged to buy Sennheiser. Hessel's earphones have a very large effect on Sennheiser's sales."

"In addition, we will also integrate the co-branded headphones into the promotion of Mango-ME2, and we will use the promotion method to launch it for global users, which will have a strong pulling effect on their brand. If they can watch At this point, even if the profit of the co-branded headphones is very small for them, they will accept our cooperation this time for the opportunity of global promotion."

Fang Xudong said: "Mr. Li, if we give each Mango-ME2 a set of custom-made Sennheiser co-branded headphones 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 will settle accounts. He can calculate the value of the co-branded earphones, and then put 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 increased cost of 100 yuan has narrowed the price gap between us and the iPod, it has widened the cost-effectiveness gap between us and the iPod. It will play a greater positive role in our sniping at Apple. ."

Everyone present was amazed that Li Mu had made so many preparations in order to deal with a company with a market value of less than 10 billion US dollars. The co-branded headphones of Big Ecology, tunes, Mango-ME2, Sennheiser or Beyerdynamic... …

Li Mu is not a business competition. He is preparing to dig a burial pit, prepare guns, bullets, and body bags. With so many preparations, it is impossible for him to be a normal fight, but he will not stop until he kills the opponent. stance!

So the question is, what kind of grievance does he have with this company?