In late June, Baidu Music changed its name to Qianqian Music and changed its LOGO and layout to red, triggering heated discussions among users and the memory of qianqian Jingtan. Now that the incident has passed for some time, when both the incident and the public mood have cooled, we can revisit the incident to gain a new perspective.
Is the feelings return or too music helpless?
Baidu music name change, seems to be a return to feelings, in fact is taihe music’s desire to live.
Although Taihe music said it would continue to cooperate with Baidu in the future after baidu music changed its name, judging from the cooperation effect in the past few years, the cooperation with Baidu will not bring much benefit to Taihe music in the future. Baidu has already made a strategic shift, and now its development focus is on AI and unmanned cars. The cooperative content is only to provide traffic for Baidu Music. However, it is no longer an era where search engines can guide the flow and Taihe music is fighting alone.
However, Taihe Music is a traditional record company, which itself lacks the Internet gene, whether it is the acquisition of Sea Die Music, Big Rock music, holding concerts… All of the layouts so far have been offline. Therefore, in the three years since Baidu announced its cooperation with Taihe Music to create a “new Internet music organization”, Baidu Music has always been in the middle, far less competitive than other music platforms. According to Beida Consulting, Baidu Music’s market share of downloads in 2017 was only 4.4%, and the market share of online listening was only 4.5%. Come so, still want to share a cup of music taihe has to have the aid of feelings card in order to be able to draw in part of the user.
From the adjustment of Baidu music, feelings have two cards. One is qianqian Jingtan, which is closely related to the new name of Qianqian Music and acquired by Baidu Music many years ago, implying that baidu music changed its name to return to the music feelings of Qianqian Jingtan period, while the other is Wang Lei. From the perspective of the new positioning of qq music, qq music to mark is netease cloud music, network music music and watercress is synonymous with feelings, but thousands music have the very original netease cloud senior director wang lei and douban music general manager liu, visible qianqian music wang lei: have a future, and influence.
However, after several rounds of war, the pattern of the music industry has changed dramatically and become stable. Now QQ Music is preparing to be listed again. It can be said that the music industry has also changed from flow competition to stock competition. Taihe music at this time because of the desire to live play feelings card, not likely users will buy.
Emotional maintenance is difficult to establish, taihe music feelings card may be difficult to call back users
Wang Lei once led netease cloud music using feelings to kill out of the encircled, but feelings card with second users get ungrateful is another thing.
Music as a content of consumer goods, situation and literature, although the user about the choices occasionally by feelings, reveals his feelings on the subsequent development of thousands music really can produce some benefits, but the feelings, in the end is a well-known IP in consumption of surplus value, has two sides, have the feelings of sincere return may extend the value of IP, No sincere feelings can only quickly consume the residual value of IP.
In recent years, there have been many examples of the abuse of “feelings” brand in marketing. For example, Nokia returned with “feelings” brand after many years. Because of the lack of sincerity in its new products, it did not receive the due courtesy. VIO notebooks, blackberry and other brands also returned to the Chinese market with feelings, but failed to recover the market’s favor.
The same situation also appears in the content industry, such as the film industry, where “Feelings” is the most popular brand. According to the 2017 Chinese Fan report, “Feelings” can no longer boost the box office, and word-of-mouth is the guarantee for the box office. It can be seen that in the environment of overwhelming sentiment marketing, many users have been resistant to it, but pay more attention to those who work quietly behind it. Taihe music’s two sentiment cards are difficult to play a role in the competition in the music industry.
On the one hand, the development of online music has already gone its separate ways. Throughout the whole industry, all the content that can draw users’ hearts has made achievements. Even netease Cloud, which has become synonymous with feelings, also attaches great importance to music copyright content. On the other hand, the feelings of the content industry are actually creators, so in the final analysis, it is still the competition on content. Platform all rely on feelings to support the tragedy, the arrest is a typical case.
It can be seen that it is not just a name that can re-establish a connection after years of disconnection. At this time to look back at the memory of the user behavior, it can be found that they are actually recalling their own life, rather than really looking forward to the return of thousands of silent listening, with another word to describe the user this emotional catharsis more appropriate – to commemorate the youth will pass away. From baidu music changed its name to thousands of active users change after the music, the mood is not how many users can retrieve, analysys data show that qianqian music has 5.0764 million active users in June, compared to in May rose by 34000, just a little higher speed not tied down, has not yet returned to levels of active users in April.
Qianqian music want to win an important seat in the next competition, need a series of follow-up operations and content to enrich.
Taihe music led thousands of music breakthrough: iron wall is still difficult to break
Feelings are useless, and there is still an iron wall in front of thousands of music and music.
After several name changes, Baidu Music has been further and further away from the central position. According to QM data, Baidu Music ranked sixth in user stickiness in July 2017, with a large gap between QQ Music, netease Cloud music, Kuwoi Music, Xiami Music and Kugou Music. Meanwhile, Baidu Music ranked seventh in the number of active users in the first quarter of 2018, according to Qianzhan Industry Research Institute. Visible, Baidu changed its name to thousands of music, rising every step will be very difficult.
QM2017 online music report shows that Tencent music platform has formed a good complementary relationship. Kugou music is popular among male users, while QQ music and Kuwo music account for a high proportion of female users. The users of uninstalling QQ music mainly flow to these two platforms, among which 73.3% of users go to Kugou music, forming a stable pattern of fat water not flowing out of the field. That advantage is likely to grow as QQ Music hits the market. Meanwhile, the main competitor of netease Cloud is QQ Music. After users uninstall netease Cloud Music, the three main destinations are Kugou Music, QQ Music and Kuwo Music.
User flow points out two problems. First, online music users value music copyright, and Baidu Music does not appear in the main flow, indicating that baidu music has been in a very marginal position in the competition and lacks the characteristics favored by mainstream music users. Second, the top several platforms in market share have formed a closed loop of competition. Qianqian Music and other music platforms, which lag behind both in terms of user engagement and market share, need some differentiation advantages to break through. However, from the differentiation of copyright content, music experience and original music support ability, qianqian music’s advantages are not obvious.
First of all, for online music platform, music copyright content is the barrier advantage, but Qianqian music lacks competitiveness in copyright. Although Taihe completed a new round of 1 billion yuan funding shortly after the announcement of baidu music’s name change to Qianqian Music, which gives it the capital to compete for subsequent Copyrights, there are also rumors that Taihe music will cover 95% of its music copyright resources through a partnership with Tencent Music. But in netease cloud and QQ Music copyright exchange, industry insiders have stressed that the most attractive is still the remaining 1% of the content, and Qianqian music only covers 5%, in the future competition even worse than netease cloud music.
Secondly, Qianqianjingduan is popular among users because of its excellent music experience. However, there are many music software that are more vertical and provide better solutions for music experience. Foorbar2000 is still famous on PC, and there are many local music players with good reputation on mobile. Retro, Xmiusic Pro, etc. Today, what represents a quality music experience is no longer silent listening. The decade in between has been filled by other products, and it is also challenging for Thousands of music to break out of the music experience.
Finally, Taihe music wants to imitate netease Cloud music and focus on original musicians in the vertical field, but the competition in this vertical field is also fierce. Qianqian Music has companion star plan, netease Cloud has Stone plan and Ladder plan, and QQ Music also has search for light plan. The final competition is who can give more support resources to original musicians.
Original musicians need more diversified exposure channels. Influenced by booming music variety shows and booming short videos, original musicians now have more forms of exposure. MAO Not easy from the first season of “Children of Tomorrow”, recently launched “Children of Tomorrow second Season”, “China’s new Rap” and other music variety, there are many potential original musicians competing… This is also an important reason why several music platforms actively improve the layout of pan-entertainment industry chain. Benefiting from the comprehensive layout in pan-entertainment, Tencent has a relatively perfect system in cultivating original musicians, while Qianqian Music is limited by the existing market share and the shortcomings of Taihe music online layout, which still has a long way to go.
In addition, the original musician program has to face the problem of difficult profitability in the short term, and long-term operation needs continuous investment. Taihe Music has a great disparity in continuous transfusion ability compared with ATN.
In a word, Taihe music’s heavy offline layout can make it occupy a very favorable position in the music performance service market, but the offline advantages are difficult to return to the online music platform. Qiqianqian music has lagged behind in copyright competition and has low user stickiness. After the name change, qiqianqian Music still has to face fierce competition to catch up with QQ Music, Kugou Music, netease Cloud Music and Xianmi Music. In the long run, Taihe music uses offline resources to help thousands of music online breakout difficulty is very large.
Article/Liu Kuang public account, ID: Liukuang110