In the center of Media, Wave Dao is here again.

This year's Bodao is the star of the show. The first bid king, how many times Bodao's sales performance has become a question that Xu Lihua needs to answer frequently.

Of course, the numbers can only be kept secret, but his smiling face keeps conveying a message: this year's champion, Bodao, seems to be determined to continue to win.

Similarly, several wineries saw that Confucius Banquet Wine had increased its sales by at least three or four times just by virtue of a song and accompanying CCTV advertisements, and they were also very determined to replicate the myth of Bodao.

If it is the king of standards, coupled with music TV broadcasts, and supporting big star endorsements, isn't it ten times higher?

The sun god didn't come this year.

The starting price of 30 million also discourages many weak companies.

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

Last year, Li Ru, who helped Sanyou Electronics lazily raise a card, didn't come, which is a good sign.

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

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, and everyone has to think about a new model.

But it suddenly spanned so much, and the price was set so low.

As a result, the source said that his superiors came back from a meeting and missed two words while drinking.

Mr. Li, who was the first to prepare this company, was not satisfied with the pricing.

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

Why does the price of such a thing have to be under 3,000 if there is such a thing that is almost a new generation of products?

Just to pull Wan Yan off the horse? Or go further, just to let Songle Investment suffer huge losses, would rather lose 800 yourself?

Gu Song and Zhu Shaohong have changed their strategy, and they don't expect to win the bid this year, but they have to make them pay a higher price.

Song Yang calmly waited for the bidding to begin.

Not far away, Yao Peihua glanced at him silently.

Last year, Song Yang gained a lot of cooperation from enterprises here.

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

After Tan Song arrived at the scene, he first went over and chatted with Song Yang with a smile, without neglecting other potential big customers.

But this year, the situation has reversed, and CCTV is no longer worried about whether the bid king will be left out in the cold, and this trick has become a buyer's market.

It's just that Jiaoyang advertising is really capable, not only has music TV become a column with outrageous ratings in the advertisement, but the public service advertisement that washes the feet has also been sent to the awards.

After the bidding began, the price was the first to be shouted to 60 million by a winery in Lu Province.

Zhu Shaohong feels that with the price of the Phantom VCD2980, and such a high advertising investment, even if all 1 million units are sold next year, it will be a loss, right?

As the boss, Wan Yan has only sold a little more than 200,000 units this year.

He expressed doubts that VCD machines will suddenly burst out with such high sales next year, and the total market size is probably only a little over a million units.

Zhu Shaohong is also more afraid that this is a plan of Sanyou Electronics, if Wan Yan continues to bid and Sanyou Electronics does not follow, then this huge amount of advertising investment pressure will be transferred to Wan Yan's side.

There is no advantage in price, there is no advantage in function, and it is not necessarily necessary to rely on the standard king to carry the attack.

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

In the end, it was really Sanyou Electronics that won the bid king at a high price of 71.86 million.

Song Yang was quite satisfied.

In the first year, he raised the standard of the king by 10 million, and in the second year, it was only a little more than 5 million higher than in his memory.

He also thought it would go straight to 80 million this year.

Of course, this is also the reason why Wan Yan's side has stopped.

The super VCD priced at 2980 did put a lot of pressure on Wan Yan. Whether or not the drama staged by Li Ru at the high-level meeting has been spread out, it seems that it is more likely now.

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

……

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

I brought it with me, as well as the test product taken out by Huaxin Microelectronics in the laboratory - EG2 standard decoding chip.

It's also very rough.

However, some more advanced algorithms have been adopted in the optimized version of the decoding chip based on the EG1 standard, which has taken it a step further, and the team that Wang Yuan, Ni Nanguang and Scooper had previously cooperated with has also made the most basic EG2 algorithm decoding chip scheme.

Although it is still very immature, there are test samples.

And what Duan Ping wants to talk about with Sony is very important.

At that time, the EG2 standard was already there, and the next one was the standard for DVDs.

The burning technology of VCD disc and DVD disc is not the same. In terms of capacity alone, a VCD disc can burn seven or eight hundred megabytes of digital content, but a DVD disc has a capacity of nearly 5 gigabytes.

For the application direction of eg2 in the field of DVD, there are two incompatible technical routes at this time. Sony and Philips, which are MMCD schemes; Toshiba and Panasonic, are the specifications of SD.

Duan Ping went over with the prototype and test chip, and took the opportunity of cooperating with Sony to develop a double-disc movement to tell them: the standard of EG2 has a small share of Sanyou Electronics; In the direction of DVD, Sanyou Electronics has also been invested, and there are preliminary results.

With it, naturally, it is the technical direction of Sony and Philips.

After all, this decoding chip, which is used in conjunction with the movement, is aimed at the compression and burning technology of specific DVD discs.

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

Sanyou Electronics went over with a prototype to tell Sony that it could take the lead.

Phantom VCD player has a version a year, can you directly launch a DVD player for the market next year? Of course, Sony and Philips will also launch their own DVD players, but in terms of core technology, can several companies join forces and become the first companies on the market to launch mature DVD models?

The most important thing is that the PG2 technology contains a lot of patents, and seeing that there are broad prospects in many fields such as computer optical drives, DVD players, digital televisions, etc., can Sony stand up and take the lead in establishing a patent alliance to make its own technical solutions become a real standard in essence?

Now, Sanyou Electronics has come up with a specific solution as early as 1995, and what is needed later is nothing more than matching the DVD disc standard and movement to achieve this goal.

Sony has a brand, acquired Columbia Operations, and has its own record label. Sanyou Electronics has the opportunity of the vast market of Huaguo, and has the R&D investment strength, determination and ability that Sony has unexpectedly muddied the water.

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

Without it, Sanyou Electronics can also pour Toshiba and Panasonic's technical solutions.

It's going to be a long negotiation.

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

Due to the indiscriminate entry of Sanyou Electronics, the domestic VCD machine market will mature a little earlier. In 1995, all shipments had exceeded 400,000 units, nearly twice as many as Song Yang remembered.

The selling price, in fact, there are already small brands in the early 3,000s.

In 1996, the price of VCD machines would actually hit below 2000. Song Yang priced the new model at 2980, but in fact, it could only cause a short period of shock.

After all, it is a new model, after all, it is a phantom VCD that the brand has already influenced.

But VCD machine, there is a high probability that there is only a good situation of two years, at most three years.

Next year, I am afraid that the market shipments will have to soar 10 times, or even more than 5 million units.

By the year after tomorrow, it will exceed 10 million units.

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

The representative sent by Sony is named Takashi Uda.

All speak English.

Song Yang was a little tired listening to his accent, but just gave an example seriously: "Unlike Japan's radio and television system, China's CCTV has an unparalleled coverage, authority and absolute advantage in ratings. This is how it works in the most prime time of advertising. I run one of the best advertising agencies in China today, and let me prove that by the numbers."

The Pole BP machine is competing with Motorola, and the opponent is a strong and invincible brand, right?

After winning the bid king, Bodao's sales this year have increased tenfold compared with last year, and are currently approaching 1.5 billion yuan.

Confucius Banquet Wine is also not bad, although it is not the king of standards, but because of the advertising operation on CCTV, the sales volume has also increased nearly 5 times.

"The Phantom VCD's goal next year is also to increase tenfold to more than 2 million units." Song Yang said, "Once a new generation of DVDs is launched at the end of next year, although the sales in 1997 are in the pioneering period, they will definitely be able to occupy the brand recognition of this product in the minds of Chinese consumers."

At the same time, he also cited the development speed and wage level increase after the redirection of China in the past three years, as well as the huge manufacturing cost advantage: "Mr. Uda, Sony is well aware of this when it invests in and builds factories in China. Why not take advantage of this? Standards, coupled with the price advantage brought by lower production costs, we can all enjoy a better future together in terms of patents and profit margins."

"Your company's weakness is your brand." Uda Takachen smiled, "Although I have taken the lead in taking out the test product of the decoding chip, this is indeed very powerful, and I express my admiration. However, other decoder chips are also on the way. There are a lot of algorithms to choose from, and some of the efficiency benefits can be balanced by other aspects."

"There's an advantage, so why not use it?" Song Yang smiled and asked, "Because Sanyou Electronics is a Huaguo enterprise? We have tested the market potential for DVDs on a more basic product such as VCD. Mr. Uda, you should know how important time is. Taking the lead in forming a patent alliance and determining the criteria that can really occupy the market will be much more beneficial than just selling some DVD machines."

Uda Takashi was silent.

Song Yang added, "In the field of semiconductors, Sony is proud of its image sensors. However, Toshiba semiconductors are behemoths in this field. Now that we've come up with the original solution, why don't Sony get in on board?"

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

"Of course." Song Yang said, "Our chips are produced in the form of foundry. Now that we have a preliminary plan, the next step is to optimize it. Discs, movements, ...... If we continue to develop with Sony and have the advantage of time, we will be able to outperform our competitors in terms of overall performance in the initial stage of the DVD market. In the follow-up movement and disc, the benefits are exclusive to Sony. As for the decoding chip, Sony's cost will be much lower than others."

This is what Song Yang has thought about a long time ago.

Of course, Phantom DVD can only use its own chip, but if this chip is not sold worldwide, it cannot talk about the so-called real market standard of the title.

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

If you share some of it, 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 at an early stage, then you can really rely on this in the future and not be stuck by the DVD patent alliance.

After all, this is an industrial chain, and your decoding chip has to match with other components.

Otherwise, someone else will use other solutions, and you will have to play by yourself behind closed doors.

Song Yang gave Sony a bigger pie: "Now, we are already participating in the development of standards for China's digital TV broadcasting system. This is the market of the future direction of the entire Huaguo TV broadcasting system, and many of Sony's products, such as cameras and cameras, are related to this. Mr. Uda, what are you hesitating about?"

Uda Takatomi was heartbroken.

The EG2 standard, which has higher clarity and better performance in picture and sound, will be the real direction of digital TV broadcasting systems, and it is almost a certainty.

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

DVDs are only products for consumer terminals, and there is a complete set of equipment for digital TV broadcasting.

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

Sony does have a huge advantage in this field.

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

But in essence, there can only be one standard for the underlying technology.

This is the application of eg2 technology, which is far more extensive than a simple DVD player.

After all, in the future, there may not be a need for a DVD player, but a digital TV set is a must-have.

Filming, signal transmission, reception, analysis, each link has great benefits!

Song Yang stayed in Xiangdao for nearly a week.

There are many details to talk about around the huge interest cake of DVD.

When it comes to DVDs, Philips and Sony, the two main suppliers of VCD movements, are competitors.

But at this moment, in the face of the greater interest, the two sides are not unable to sit down and talk about how to create a better environment for the future business.

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

"The VCD machine is too rough for everyone to see, but the super VCD is different." Song Yang proposed, "Scobery also has three U.S. shareholders who should be happy to see a broader VCD market. Mr. Uda, as a low-end product for underdeveloped areas, Sony has a reason to do so, right?"

Create an illusion that the actual market standard of DVD still needs to be discussed, and during the transition period, the super VCD will be used to disrupt the rhythm of other competitors.

But in fact, several parties have already worked hard to come up with a full-fledged DVD prototype next year.

Uda Takashi smiled reservedly, he thought it was okay.

It's called Super VCD, but it's actually a DVD production line.

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

The first is the advantage of time and standards!

"Mr. Song, the three U.S. shareholders you mentioned, if I'm not mistaken, seem to be from a family of three congressmen in California, right?" Uda Takachen asked again with deep meaning.

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Chapter 222, Squeeze into the Patent Union Free Reading.