Chapter 1405 (2/2)
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?