Chapter 248: If You’re Gonna Bet, Bet Big
“What does that mean?” Liu Jiyuan asked.
Li Rui explained: “With General Manager Lin’s ability, there’s no need at all to find Mr. Aldrin for sponsorship, let alone do a project like moon landing where the gimmick is greater than the actual value.
Let me put it this way, we would think it’s awesome to explode gold coins from Mr. Aldrin, first because the other party is a legendary figure in the field of aerospace, second because he’s so old and still willing to invest in you.
But from a professional perspective, with this ability, it’s better to just explode gold coins directly from domestic investment institutions.
Do low-cost rocket launches and then iterate slowly towards reusable rockets.”
Wang Jiarui questioned: “Isn’t it hard to get money from domestic financial institutions?”
Li Rui nodded: “Of course it’s hard to get. My previous company went bankrupt and disbanded because of slow progress and funds being withdrawn by the investment company.
To be precise, the money is easy to get, but the assessment requirements are equally strict.
But they give money generously, Mr. Aldrin even has to sell his house to raise funds, as long as you can complete the task, their bullets will continuously hit your account.”
Li Rui continued: “More importantly, moon landing is one-time, which has little significance for enterprise operations.
After you land on the moon, it won’t become routine round trips, building some permanent moon base or whatever, these can’t create economic benefits for private aerospace enterprises.
While doing low-cost rockets to take rocket launch orders, this is almost the only way for all current private aerospace enterprises in the aerospace category to survive.”
As an industry veteran, from state-owned research institutes to private enterprises, Li Rui deeply understands the game rules of this industry.
Wang Jiarui thought for a moment and then shook his head: “Engineer Li, you also said that taking this money comes with conditions.
What if we can’t meet the conditions? Wouldn’t we be done for?”
Li Rui said: “That’s true for ordinary people, but for General Manager Lin, it’s impossible not to complete the task.
Do you know how long the fastest company to achieve orbit insertion took?”
The two shook their heads.
Li Rui held up two fingers: “Two years.
Star River Power from its establishment in 2018 to November 2020 achieved orbit insertion, which took a total of two and a half years.
While General Manager Lin estimates at most one year to achieve orbit insertion, and General Manager Lin is designing a multi-engine rocket with considerable difficulty, whether in payload capacity or technical difficulty, it’s far higher than Star River Power.
For General Manager Lin, the difficulty of getting money from the marketplace is very low, whether it’s the Jiaotong University background or the Fields Medal fame, in this era that advocates innovation and high technology enterprises.”
Of course Lin Ran also needs money, rockets are too expensive, even buying ready-made rocket engines from China Aerospace Science and Technology Corporation, eight second-stage engines, the price adds up to 80 million RMB.
Compared to other companies doing small rockets, Apollo Technology has to burn at least 100 million at a time.
It’s just that Lin Ran doesn’t think of getting money from investment institutions, but finding people to beg for alms.
Saying begging for alms might sound a bit harsh, saying pulling sponsorship is more appropriate.
In the reception room of Bilibili Shanghai headquarters building, Lin Ran brought Li Xiaoman and Mr. Aldrin sitting on the sofa in the reception room waiting for Bilibili executives’ reception.
“Professor Lin? Hello hello, I’ve heard so much about you.” Li Ni is Bilibili’s vice president, with a smile on her face, she is very curious about Lin Ran and the Apollo Technology behind him.
Lin Ran was the most viral person in academia last year, with certain fame globally, and in China, everyone knows him.
And this time the Mr. Aldrin who came with Lin Ran, after Armstrong passed away, he is the first person to land on the moon, the two together started Apollo Technology, this matter itself is gimmicky enough.
This led to Li Ni, as Bilibili’s actual No. 2 figure, being willing to meet them personally.
She roughly knows the other party’s intention, and holds a curious and cautious attitude towards cooperation.
Lin Ran thought to himself, Mr. Aldrin is indeed useful, not only can explode gold coins, but also bring him out to help pull sponsorship.
“General Manager Li, hello, this is Li Xiaoman, the head of the business department of Apollo Technology, and this is Buzz Aldrin, the second astronaut to land on the moon, and also our Apollo Technology’s astronaut.”
Lin Ran introduced.
After simple pleasantries, Li Xiaoman smilingly opened the computer, projecting the PPT she specially prepared for this meeting on the meeting room’s screen:
“General Manager Li, thank you for taking the time.
Apollo Technology is a leading domestic private aerospace company. We plan to launch a large liquid rocket in the first quarter of 2021, with the goal of sending 8000 kg payload into low Earth orbit.
Compared to Ceres-1 launched by Star River Power last year, for the same level orbit, our payload is 20 times theirs.
This is not only a milestone for China commercial aerospace, but also an opportunity to showcase innovative spirit. We believe that Bilibili, as a platform loved by young people, highly aligns with our vision.” Li Xiaoman said.
Li Ni was very interested after hearing it, aerospace is indeed full of appeal to young people.
She nodded and asked: “Madam Li, the project you just mentioned does have great prospects. I believe Bilibili’s young users still embrace the sea of stars, they will be interested in this launch and the rocket you’re developing.
From backend data, Bilibili users have relatively high fit with technology and innovation.
So, what kind of support do you hope we provide?”
Li Xiaoman switched to the cooperation proposal page of the PPT: “We hope Bilibili can sponsor 50 million RMB.
In return, we provide three cooperation contents:
First, exclusive documentary filming rights, recording the entire process from rocket design to launch, expected to produce a 30-minute documentary, which Bilibili can exclusively broadcast;
Second, Bilibili’s brand logo will appear on the rocket shell, launch photos and videos will be widely disseminated in domestic and international media;
Third, we will conduct joint promotion on Bilibili platform, including live broadcast of the launch event and UP main interactions, Mr. Aldrin will join Bilibili.”
Li Ni frowned, 50 million is too much.
Even if the documentary gets over 5 million views, it’s not cost-effective.
Bilibili’s 2019 marketing expenses were 1.2 billion RMB, the other party opens mouth for nearly 5% of their total budget.
Li Ni put the project plan on the conference table, then shook her head: “The documentary is indeed attractive, our users like exploration content, such as technology and science videos.
But there is great risk.
First, you have never launched before, this is your first launch, what if it fails?
Secondly, whether it’s the documentary or Mr. Aldrin joining, it’s hard to determine the dissemination effect.
Even if Professor Lin and Mr. Aldrin both have certain news value, your partnership comes with its own heat, that can only guarantee the documentary gets one million views.
This still depends on Bilibili’s push flow, Bilibili’s algorithm, and Bilibili’s users.”
After speaking, she paused for a moment and smiled helplessly: “Sorry, Professor Lin, I’m not targeting you, my psychological prediction before coming was 5 million, your asking price is 10 times higher than my expectation.”
(Soviet Union rockets were plastered with Japan ads, including SONY, TBS, Otsuka Pharmaceutical, etc., densely packed looking no different from dog skin plasters on telephone poles)
Advertising on rockets has never been rare.
The earliest can be traced back to the 1990 Soviet Union rocket, Japan’s largest private TV company TBS paid the Soviet Union up to 12 million US dollars.
These 12 million US dollars were just hitchhiking, including sending TBS reporter Akiyama Yohiro to space.
The main purpose of that launch was to send Soviet Union astronauts to Peace space station, Japan’s commercial contract was incidental, and it was also the Soviet Union’s attempt at commercializing aerospace.
So Lin Ran’s asking price can’t be considered high, in 1990 hitchhiking cost 12 million US dollars.
But in Li Ni’s view, your asking price is too high, opening mouth for 50 million RMB.
Lin Ran said: “General Manager Li, your worries are completely reasonable, but I absolutely will not fail.”
Li Ni turned her head to stare at this scholar with great fame in the field of mathematics, who is unusually young, the confidence shown in saying this sentence is so strong.
Just like the emperor whose words must be carried out, possessing the power to set rules.
“Sorry, Professor Lin, of course I believe it won’t fail, but is there anything impossible in the world?” Li Ni hadn’t finished.
Lin Ran said firmly: “No, in the aerospace field, I absolutely will not fail.”
Li Ni frowned: “How do you guarantee?”
Lin Ran said: “We can bet.
If an accident leads to failure, we don’t take a penny, if the launch succeeds, then 50 million, we can completely add such risk clauses in the contract.”
Li Ni nodded after hearing, she had done homework before coming, knowing other commercial aerospace agencies also have similar risk clauses when pulling sponsorship.
Other commercial aerospace agencies refund half.
You do private label advertising, 2 million to 3 million, if launch fails, refund half.
Lin Ran’s full refund reflects his confidence from the side.
“The price of 50 million is still too high, can the documentary’s views be guaranteed? Similar to ensuring at least 5 million views in contract clauses?” Li Ni proposed new conditions.
Li Xiaoman resolutely refused: “That’s impossible, the documentary production is handled by Bilibili team, we only cooperate with you.
Views definitely cannot be guaranteed.
Let me put it this way, if there are such clauses, this uncertainty is too big, whether deliberately suppressing heat or backend modifying views, I’m not saying you would do that, but it’s uncontrollable risk for us.
If no clauses, Bilibili will provide splash screen ads, homepage headlines, video bloggers’ joint promotions and other activities, easily hype up the heat.
But without these, just relying on quality itself, or audience spontaneous promotion, the difference is too big.”
Li Xiaoman understands commercial game rules too well, pointing out the risk of the clauses Li Ni mentioned in one sentence.
Lin Ran said, “General Manager Li, can you give me a private dialogue space?”
Li Ni looked at Lin Ran, thought for a moment, and said: “No problem, Professor Lin, go to my office.”
Lin Ran asked Li Xiaoman and Mr. Aldrin to wait for him in the meeting room.
“General Manager Li, the price of 50 million is really not expensive, even not only not expensive, it can be described as cheap.” Lin Ran said.
Li Ni nodded: “Of course, but the premise is that you really can do moon landing.
If you really can do moon landing, then 50 million as the starting point to witness the legend, enough to be Bilibili’s real treasure, 50 million is indeed not expensive.”
Li Ni continued: “Professor Lin, it’s not strange that I know you want to do moon landing, I did ample preparation before meeting you, and chatted with colleagues from our company who graduated from Jiaotong University aerospace department.
You said Apollo Program at Jiaotong University opening ceremony, and your university graduation project is also Apollo Program.
Including your payload of fully 8 tons, if it’s just simple rocket or satellite launch, no need for 8 tons payload at all.
Only sending people to space, involving spaceship, would have such requirements.
Plus Mr. Aldrin, and Apollo Technology’s naming, isn’t your moon landing obvious enough?
Despite countless impossibilities in between, I believe this is the only answer.
You want to talk to me alone, I think it’s also about this.”
Lin Ran nodded: “Exactly, so this business is a sure win for Bilibili.”
Li Ni stared straight at Lin Ran: “No, Professor Lin, sure win premise is that you really can go to the moon.”
Lin Ran said: “We definitely can.”
Li Ni nodded: “Professor Lin, I believe you, China has never had a locally trained Fields Medalist before, you are the first.
No one could solve Twin Prime Conjecture before, you are the first.
50 million is not enough, we multiply this number by 24, our 2019 full year marketing expenses are 1.2 billion, I put all this 1.2 billion to you.
But this money has premises.
First still according to your previous conditions, exclusive documentary filming rights, every key node must be recorded;
Second, Bilibili’s brand logo not only to appear on every rocket shell, but also on subsequent spaceships, lunar module, and finally on the moon, need to bring Little TV up together;
Third, Mr. Aldrin joining Bilibili is not enough, you also need to join Bilibili, Apollo Technology also needs to join Bilibili.
Of course these are upgraded versions of the conditions you mentioned earlier.
The money definitely not paid at once, but in batches.
For example, if you complete rocket launch, that’s 50 million, then complete manned spaceflight another 50 million, complete unmanned probe moon landing, that’s 100 million, in this ladder way, we communicate in advance every step’s milestone event, pay according to completion of milestone events.
We don’t do any risk clauses, like rocket launch, no talk of failure or not, just don’t pay before success, pay after success.
If you fail many times, like failed several times, keep fighting after failures, finally succeed, after success we still pay you the 50 million.
Do you think this cooperation method works?”
Li Ni thinks simply, since 50 million is out, might as well bet big.
Sponsoring Spring Festival Gala starts at 200 million RMB, and not exclusive sponsorship.
If really can do moon landing, an exclusive sponsorship, 1.2 billion is not expensive at all.
And in Li Ni’s view, at least it takes ten years or so? Amortized per year, over 100 million, also not much.
Even she has confidence, if moon landing possibility increases, she can recover this 1.2 billion just from advertising fees.
Lin Ran thought for a moment and nodded: “Okay.”
Now the 500 million on the account from Mr. Aldrin and Shanghai state-owned capital is enough to complete manned spaceflight and probe moon landing, plus exploding 1.2 billion RMB from Bilibili, the entire Apollo Program has no gaps from the money perspective.
Li Ni stood up and shook hands with Lin Ran, then said: “Professor Lin, our Bilibili internal will review the proposal as soon as possible, then specific plan still needs your cooperation, which milestones, then how to formulate ladder payments, we need full communication later, can you add WeChat?”
It’s not about convenience at all, Li Ni directly took out her mobile phone from her pocket, brought up the QR Code interface and placed it in front of Lin Ran.
Could he say no to a big financial backer?
“Of course.”
“Professor Lin, happy new year, really disturbing, if not reminded by my subordinates, I wouldn’t know you have such interest in aerospace.”
Just when Lin Ran thought cooperation with Bilibili was nailed down, an unexpected person appeared.
That is China’s internet uncrowned king Pony.
Previously mentioned Lin Ran is from Guangdong Province, when he went home for Spring Festival, Pony sent someone specially to pick him up to Pengcheng for a meeting.
Lin Ran figured out the twists and turns on the way there.
In 2020, Tencent as Bilibili’s investor, holds over 10% equity in Bilibili, 3.7% voting rights, not major shareholder, no board seat.
But it has people and news in Bilibili.
Simply, Bilibili to invest 1.2 billion to them for advertising marketing, even if paid after completion, not a small amount.
This needs to go through decision committee vote, finally to the board.
Tencent knowing is not strange at all.
And Pony every time in external interviews, always claims to be astronomy enthusiast, aspired to be astronomer as a child.
After knowing Lin Ran leading Apollo moon landing, exploded 30 million US dollars from Mr. Aldrin, another 30 million US dollars from Shanghai state-owned capital, it would be strange if Pony doesn’t come.
Pony is very polite, met Lin Ran at his private residence.
Lin Ran nodded: “General Manager Ma, happy new year.”
“Call me Pony.” Pony said, “I heard you established a company named Apollo Technology.
You want to do moon landing?”
Lin Ran said: “Exactly, after knowing I’m to meet you, I specially prepared something.”
Lin Ran took out a document from his briefcase and handed it to Pony:
“Pony, this is our Burning One Rocket that has completed design and entered manufacturing stage, expected to undergo verification test and launch next month.
This is its design drawing, specific parameters, and computer simulation test results.”
Pony took it and read carefully.
As an astronomy enthusiast, Pony’s office is piled with various astronomy books, plus after financial freedom, has ample time to explore aerospace-related knowledge.
He completely understands this report.
And precisely because he understands, he is shocked by the perfection of this rocket’s parameters.
