1993 Glamour at a Glance

Chapter 222 Squeezing into the Patent Alliance
Media Center, Bodo is at it again.

This year's wave channel is the star of the show.How many times did the first bidder double the sales performance of Bodao, which became a question that Xu Lihua needed to answer frequently.

Of course, the number can only be kept secret, but his smiling face has always conveyed a message: this year's bid king, Bodao seems to be very determined to continue to win.

Similarly, several wineries have seen that Confucian banquet wine has increased its sales by at least three or four times with just one song and supporting CCTV advertisements, and they are also determined to copy the myth of Bodao.

If it is the king of bids, coupled with music TV shows, and supporting big star endorsements, wouldn't it increase tenfold?

The sun god did not come this year.

The starting price of 3000 million also deters many weak companies.

Zhu Shaohong, who came again, looked at Duan Ping and Song Yang, and saw Xu Lihua sitting proudly in the front row, silently waiting for the bidding to start.

It is a good sign that Li Ru, who lazily held up the placard for Sanyou Electronics last year, did not come.

The news that came back before was just that Sanyou Electronics was secretly developing new models.

Only a few core people are in charge, and the information source on Wan Yan's side only said that there is such a thing.

This is normal, whichever has to consider a new model.

But unexpectedly, the span is so large all of a sudden, and the price is set so low.

As a result, the source said that his superior came back from a meeting and slipped a few words while drinking.

Mr. Li, who was the first to prepare for this company, was dissatisfied with the pricing.

Not only them, Zhu Shaohong also couldn't figure it out.

There is such a thing that is almost a new generation of products, why must the price be under 3000?
Just to pull Wan Yan off the horse?Or go a step further, would you rather lose [-] of your own money in order to cause Sunile Investment to suffer a huge loss?
Gu Song and Zhu Shaohong have changed their strategy. They don't expect to win the bid this year, but they have to pay a higher price.

Song Yang calmly waited for the bidding to start.

On the other side of the channel not far away, Yao Peihua glanced at him silently.

Last year, Song Yang gained cooperation from many companies here.

This year, Yao Peihua, who is already the general manager, is needed to do this.

After Tan Song arrived at the scene, he first went over to chat with Song Yang with a smile, and did not neglect other potential big customers.

But this year the situation has reversed. CCTV is no longer worried about whether Biaowang will be left out. This move has become a seller's market.

It's just that Scorching Sun's advertising is really capable. Not only has MTV become a column with a bit outrageous ratings among commercials, but the public service advertisement for washing feet has also been sent for awards.

After the bidding started, a winery in Lu Province was the first to call out the price to 6000 million.

Zhu Shaohong feels that with the price of Phantom VCD2980 and such a high advertising investment, even if all 100 million units are sold next year, it will be a loss, right?
As the boss, Wan Yan only sold a little over 20 units this year.

He expressed doubts that VCD players will explode to such a high sales volume next year, and the total market size may only be in the early million units.

Zhu Shaohong was even more afraid that this was a trick of Sanyou Electronics. If Wan Yan continued to bid, Sanyou Electronics would not follow, and the huge advertising investment pressure would be transferred to Wan Yan instead.

There is no advantage in price, no advantage in function, and it is not certain whether the standard king alone can withstand the attack.

What's more, Mr. Song has a new arrangement.

In the end, it turned out that Sanyou Electronics won the bid with a high price of 7186 million.

Song Yang felt very satisfied.

In the first year when he raised the bid king's standard by 1000 million, in the second year it was actually only a little more than 500 million higher than he remembered.

He thought it would go straight to 8000 million this year.

Of course, this was also the reason why Wan Yan stopped.

The super VCD priced at 2980 really put a lot of pressure on Wan Yan.Whether Li Ru's play at the high-level meeting has been spread, now it seems more likely.

But they probably couldn't have expected that the changes in the VCD market would come so quickly.

……

Time went back to October, after the new generation of Phantom VCD machine was finalized, Duan Ping took the prototype to Japan again.

Along with it, there is also a test product taken out by Huaxin Microelectronics in the laboratory-an mpeg2 standard decoder chip.

Also very rough.

However, some more advanced algorithms have been adopted in the optimized decoding chip based on the mpeg1 standard. As a result, the team of Wang Yuan, Ni Nanguang and Skober also made the most basic mpeg2 algorithm decoding at the same time. Chip scheme.

Although still very immature, there is a test product.

What Duan Ping wanted to discuss with Sony was very important.

At that time, the mpeg2 standard already existed, and the next step was the standard for DVD.

The recording technology of VCD disc and DVD disc is different.From the perspective of capacity alone, a VCD disc can burn seven to eight hundred megabytes of digital content, but the capacity of a DVD disc is nearly 5 G.

Regarding the application direction of mpeg2 in the field of DVD, there are two incompatible technical routes at this time.Sony and Philips are MMCD solutions; Toshiba and Panasonic are SD specifications.

Duan Ping went there with the prototype and the test chip, and took the opportunity of cooperating with Sony to develop a dual-disc movement to tell them: the mpeg2 standard has a small share of Sanyou Electronics; the DVD direction, Sanyou Electronics is also investing, and there are Preliminary results have been achieved.

It is naturally the technical direction of Sony and Philips.

After all, this decoding chip should be used in conjunction with the movement, and it is aimed at the compression and recording technology of specific DVD discs.

In the end, the two technical routes must be compromised to form a unified technical standard, which is conducive to the maturity of the market.

Sanyou Electronics brought the prototype to tell Sony that it can take the lead.

The Phantom VCD player has a version every year. Will it be possible to directly launch a DVD player next year for the market in the year after?Of course, Sony and Philips will also launch their own DVD players, but in terms of core technology, can they join forces to become the first batch of companies to launch mature DVD models on the market?
The most important thing is that mepg2 technology contains a lot of patents. Seeing that it has broad prospects in many fields such as computer CD-ROM drives, DVD players, and digital TVs, can Sony stand up and take the lead in establishing a patent alliance to make its own technology Programs become de facto real standards?
Now, Sanyou Electronics came up with a specific solution as early as 1995. What is needed later is nothing more than matching the DVD disc standard and the movement to achieve this goal.

Sony has a brand, acquired Columbia Business, and has its own record label.Sanyou Electronics has the opportunity to take the lead in the vast market of Huaguo, and has the R&D investment, determination, and ability that surprised Sony, which suddenly muddied the water.

To put it bluntly, do you want to play with Sanyou Electronics?

It’s okay without it, and Sanyou Electronics can also rely on the technical solutions of Toshiba and Panasonic.

This will be a very long negotiation.

But the direction is clear: DVD is already on the way, but domestic VCD manufacturers are still only fighting price wars in the field of VCD players.

Due to the random entry of Sanyou Electronics, the domestic VCD player market has to mature a little earlier. In 1995, the total shipments had exceeded 40 units, nearly twice as much as Song Yang remembered.

The selling price, in fact, has already reached the early 3000s by some small brands.

In 1996, the price of VCD players would actually drop below 2000.Song Yang priced the new model at 2980, but in fact, it can only cause panic in a short period of time.

After all, it is a new model, after all, it is a Phantom VCD with an already influential brand.

But the VCD machine, there is a high probability that it will only be good for two years, at most three years.

Next year, I am afraid that the market shipments will soar 10 times, or even exceed 500 million units.

By the next year, it will exceed [-] million units.

As soon as the bidding for the king of bidding ended, Song Yang went to Xiangdao under careful protection.

The representative sent by Sony was named Uda Takatomi.

All speak English.

Song Yang was a little tired listening to his accent, but he just gave an example seriously: "Different from Japan's radio and television system, China Central Television has unparalleled coverage, authority, and absolute advantages in ratings. The most prime-time advertisement, The effect is like this. I run one of the most outstanding advertising companies in Huaguo, please let me prove it with numbers."

The wave channel BP machine competes with Motorola, and the opponent is an invincible brand, right?

With the winning bid, Bodao’s sales this year have increased tenfold compared to last year, and are currently approaching 15 billion yuan.

Confucian Mansion Banquet Wine is also not bad. Although it is not the king of the standard, but because of the advertising operation on CCTV, the sales volume has also increased by nearly 5 times.

"The goal of Phantom VCD next year is also to double tenfold, reaching more than 200 million units." Song Yang said, "Once a new generation of DVD is launched at the end of next year, although sales in 1997 are in the pioneering period, they will definitely be able to occupy this product. Brand awareness in the minds of Chinese consumers."

At the same time, he also listed the development speed, the increase in wages, and the huge manufacturing cost advantage after China re-orientated itself in the past three years: "Mr. Uda, it is natural for Sony to invest and build a factory in China. We know this very well. Why not take advantage of this? Standards, coupled with the price advantage brought by lower production costs, in terms of patents and profit margins, we can all enjoy a better prospect together.”

"The weakness of your company is the brand." Uda Hakatomi smiled, "Although you have taken the lead in producing the test product of the decoding chip, this is indeed very powerful, and I admire it. However, other decoding chips are also on the way Well. There are many algorithms to choose from, and some efficiency advantages can be balanced by other aspects.”

"It has an advantage, why not use it?" Song Yang asked with a smile, "Because Sanyou Electronics is a Huaguo company? We have already tested the market potential for DVD on a more basic product like VCD. Mr. Yutian, you should know the time How important it is. Take the lead in forming a patent alliance and determine the standard that can really occupy the market, and the benefits later can be much greater than just selling some DVD players."

Uda Takaomi was silent.

Song Yang added: "In the semiconductor field, Sony is proud of image sensors. However, Toshiba Semiconductor is a behemoth in this field. Now that we have come up with the original solution, why doesn't Sony join in?"

"Join?" Uda Takami's expression changed, "Mr. Song is willing to cooperate in this field?"

"Of course." Song Yang said, "Our chips are produced in the form of OEM. Now that we have a preliminary plan, we need to optimize it in the next step. Optical discs, movement... If we continue to jointly develop with Sony, there will be Time advantage, then in the initial stage of the DVD market, the overall performance will far exceed other competitors. In the follow-up, the benefits of the movement and discs will be exclusive to Sony. As for the decoding chip, Sony’s cost will also be low. A lot more than others."

This was what Song Yang had thought about for a long time.

Of course, Phantom DVD can only use its own chip, but if this chip cannot be sold globally, there will be no so-called real market standard for titles.

The main market for DVDs is actually overseas, and exports will take up a larger share.

If you share some, you can squeeze into the future DVD patent alliance, and pull Sony together to determine the market share of the Mpeg2 standard decoding chip founded by Huaxin Microelectronics in the early stage, so that you can truly not be patented by DVD in the future. The alliance is stuck.

After all, this is an industrial chain, and your decoding chip must be matched with other components.

Otherwise, if others use other solutions, you can only play behind closed doors.

Song Yang gave Sony a bigger pie: "Now, we are already participating in the standard formulation of the Huaguo digital TV broadcasting system. This is the general direction of the future market for the entire Huaguo TV broadcasting system. Many of Sony's products, cameras, Cameras are all related to this. Mr. Uda, why are you still hesitating?"

Uda Takaomi's heart skipped a beat.

The mpeg2 standard with higher definition and better performance in picture and sound will be the real direction of the digital TV broadcasting system, and it is almost a certainty.

But the specific solution, there are still many details to be finalized.

DVD is only a product of consumer terminals, and digital TV broadcasting also has a whole set of equipment.

Among them, a large number of components will be included.

Sony does have a huge advantage in this field.

Although as a country of Hua, there must be some security considerations, and it will establish its own set of standards on the surface.

But in essence, the underlying technology can only have one standard.

This is the application of mpeg2 technology, a market that is far broader than that of simple DVD players.

After all, in the future, a DVD player may not be needed, but a digital TV is a must.

Filming, signal transmission, reception, analysis, each link has huge benefits!
Song Yang stayed in Xiangdao for nearly a week.

There are a lot of details to be discussed on DVD, a cake with huge interests.

Regarding DVD, Philips and Sony, the two main suppliers of VCD movement, are competitors.

But at this moment, in the face of greater interests, it is not impossible for both parties to sit down and talk about how to create a better environment for future business.

One of the important strategies, of course, is to create information gaps.

"The VCD player is too rough, and everyone can't see it, but the Super VCD is different." Song Yang suggested, "Scobury also has three American shareholders, and they should be happy to see a wider market for VCD. Mr. Uda, as Sony also has a reason to supply low-end products to underdeveloped regions, right?"

To create an illusion, that is, the actual market standard of DVD still needs to be discussed. During the transition period, we will use super VCD to disrupt the rhythm of other competitors.

But in fact, several parties have been working hard, and they will be able to come up with a mature DVD prototype next year.

Uda Takaomi smiled reservedly, he thought it was okay.

It is called the production of super VCD, but in fact, it is a DVD production line.

As for the competition between Phantom DVD and Sony DVD in the market later, that is another matter.

The first is the advantage of time and standards!
"Mr. Song, the three American shareholders you mentioned, if I remember correctly, seem to be from the family of three congressmen from California?" Uda Hakatomi asked again with deep meaning.

(End of this chapter)