Previously, netease Cloud Music has reached cooperation with miman Media, Tianyu Media, Kobalt Music, Taiwan Fenghua Records and other Music copyright owners, and obtained a considerable number of Music copyright. There is no doubt that this cooperation is another enrichment of netease Cloud music to the music copyright ecology. Then what impact will this cooperation bring to netease Cloud Music?

Changes of netease Cloud Music itself: high richness and strong competitiveness

The number of songs has always been the most intuitive thing about online music platforms, which have focused on expanding the number of songs because different users have different tastes. For netease Cloud Music, the strategic cooperation with China Research Institute will have two most direct and effective effects.

First, according to the cooperation between the two parties, The music copyright output of Huayan will directly enrich the music library of netease Cloud Music. Richness is an important criterion to measure an online music platform, and there are many hit songs in the music copyright licensed by THE Institute, such as Tian Fuzhen’s “Little Luck”, Yoga Lin’s “Lying”, AND S.H.E’s “Lovers Not Full”, etc. As these songs have a certain basis for singing, the addition of each song is an upgrade of the music library for netease Cloud Music, which is reflected in two aspects: the first is the increase in the number of songs, and the second is the increase in the style and type of songs.

Second, the new cooperation makes netease cloud music sustained and strong competitiveness. On the one hand, As a new strategic partner, China Research Institute also shoulders the role of content communication, which lays a stable channel resource foundation for future cooperation between netease Cloud Music and China Research Institute, such as the discovery and promotion of original musicians. This can further improve the professionalism of netease Cloud Music in building music derivative content, such as being able to respond to users’ needs more quickly in music activities. When there are more and more high-quality content and songs, users’ dependence and recognition will increase, and the rate of paying users of netease Cloud Music will be further improved.

At the same time, under the UGC community model of netease Cloud Music, users’ activity will also be improved to varying degrees. For example, today I found many interesting new comments under The songs of Hua Yan, such as “Always Quiet” and “Cruel Moonlight”.

In addition, the launch of the new music copyright not only broadens the innovation space of netease Cloud Music, for example, the deepening of the correlation of songs in the personalized recommendation, but also helps netease Cloud Music to obtain more comprehensive and more detailed listening habits of users. This has been innovation to guide their growth of netease cloud music, is undoubtedly a can continue to explore resources.

Changes in user value of netease Cloud music: the sense of belonging and experience are both improved

In terms of the cooperation between netease Cloud Music and China Research Institute, users are bound to be the most “happy and happy”, especially for the music community with strong cohesion like netease Cloud Music, which may benefit users far more than expected.

First, the inclusion of head musicians will attract external users. Today, the logic of the fan economy still prevails in the entertainment industry. The head of the Hua Yan artists, such as Lin Yu Jia, Tian Fuzhen to join, netease cloud music under the continuous in-depth promotion strategy, will undoubtedly many fans to the platform. First, the addition of new fans makes the fans of artists stronger, which is conducive to the formation of stronger content transmission power; Secondly, the sense of belonging of fans can be satisfied. For example, for the fans who have been active on netease cloud music platform for a long time, the increase of idol songs is the best gift, and also broaden the way to communicate with other fans.

Second, the continuous addition of new copyright is the result of netease cloud music’s continuous efforts. With the “assist” of UGC mode and community-type atmosphere, netease Cloud Music seems to form a very special love relationship with users. Users’ demands for new songs are highly consistent with netease Cloud Music’s demands for copyright, and they are gaining more confidence in the expansion of “copyright circle of friends”. Such a relationship may be the best, netease cloud music is used to meet the needs of users in such a “cycle” to constantly obtain the best loyalty and recognition of users.

Thirdly, as the owner and producer of music copyright, China Research Institute inevitably hopes to cooperate with valuable platforms, for example, which can bring profits and increase popularity. And netease cloud music is just this object, to meet all its imagination. One is content innovation ability, such as self-made video column, high-quality playlist, etc. Second, copyright operation ability, such as song list recommendation can often hit the target, digital album sales are in the forefront of the industry, and UI design and product use are quite “forced”. Insight into these advantages is one of the subtexts of The cooperation between China Research Institute and netease Cloud Music, and these advantages are also quite attractive to attract potential users, which is a potential value-added service.

Previously, netease Cloud Music helped AvEX and RADWIMPS get the attention of many non-Japanese music fans through professional and accurate copyright operation when cooperating with Japanese AVEX and popular band RADWIMPS.

Changes in the industry: The online music battlefield will move from a single copyright competition to multiple competition

This strategic cooperation with China Research Not only enables netease cloud Music to obtain more copyright, but also deeps the overall cooperation in resources, content and strategy, which will also bring new changes to the entire online music battlefield.

First, the return of the content era

The reason for the return of content is that the online music platform has gone through a long copyright war, and it seems that few people pay attention to the core appeal of users is the music content itself, which is a real experience.

At the beginning, netease Cloud Music broke through the market surrounded by giants such as Tencent and Alibaba by relying on the depth, fun and perseverance of UGC, which was the beginning of the content era. Netease cloud music will continue to break the wall will also let other players have a sense of crisis. This is not unreasonable, a must not accept the evidence is netease cloud music users high loyalty. According to the 2017 China mobile Internet annual report released by QuestMobile in January 2018, netease cloud music ranked first in the 30-day retention rate of the industry, and ranked first in the TOP10 apps favored by mobile netizens in first-tier cities and the TOP10 apps favored by mobile netizens in second-tier cities.

Netease cloud music set off the catfish effect will then move to the battlefield on the content. On the one hand, content is an enduring source of innovation and the foundation upon which music platforms live. On the other hand, the rise of content industries such as short videos and live streaming also proves the importance of content, as does music. So, after the copyright wars, online music platforms will return to the age of content.

Second, the emergence of new competition points, the emergence of industrial competition pattern

It is worth noting that netease Cloud Music has also opened most of its acquired music Copyrights to sublicense, because netease Cloud Music knows that the music copyright barrier is not a competitive point worth focusing on among online music platforms.

New areas of competition are emerging. The cooperation between China Research Institute and netease Cloud Music will also focus on music publicity and promotion, support and cultivation of original musicians and other aspects, as well as cultivating their own competitiveness in other fields. Music production and distribution tend to be one-stop and integrated under the cooperation of upstream and downstream manufacturers.

When any link in the middle of the problem, it is likely to cause efficiency and profitability problems. So online music platforms are also laying out their own music industry chain.

In addition, digital music also has a tendency to expand competition. On the one hand, the headization effect of digital music is highlighted. According to the 2018 China Digital Music Consumption Research Report released by IResearch consulting, netease Cloud Music has achieved the first sales of 13 albums among the 20 digital albums launched online in 2017. On the other hand, digital music ADAPTS to the characteristics of rapid dissemination and consumption in the Internet era and has great potential. According to IFPI, Digital music accounts for 96.34 percent of China’s total digital music revenue, ranking first among the top 50 countries in the world.

The emergence of these competitive points makes online music platforms must be closer to the industrialization layout, in order to obtain the advantage in the future competition. In any case, the online music industry is no longer a battlefield that can be leveraged by a single point of advantage, and a broader competitive thinking is needed in the future.

The cooperation between netease Cloud Music and China Research Institute may be just a small node, but from the perspective of the development of the whole industry, the continuous accumulation of advantages of netease Cloud Music is bound to constantly set off new competition among online music platforms, and the music industry is also moving towards the era of diversified competition.

Article/Liu Kuang public account, ID: Liukuang110