QQ Music, NetEase Cloud Music | Copyright to the left, social networking to the right

Recently, many NetEase Cloud users have found that many of their collections have been removed from the shelves. When they click on the relevant tracks, they will be prompted that " Due to the requirements of the partner, this resource is temporarily unavailable ."

Previously, NetEase Cloud Music removed a large number of Korean songs, including those by Big Bang, IU, Psy, and other singers, and their works became gray. Then, on August 9, some netizens said that some songs by well-known Hong Kong and Taiwan singers including Joey Yung, Joey Yung, and Hins Cheung had been removed from the shelves.

It is well known to users that songs by Yoga Lin, Eason Chan , Mayday , and Beyonce cannot be played on the NetEase Cloud Music platform.

Recently, some of Xu Song’s songs on QQ Music were also removed because the copyrights were purchased by NetEase Cloud Music.

On the evening of August 10, NetEase Cloud Music’s official WeChat account issued a statement titled “Regarding copyright, I have something to say to everyone…” The reason was that the previously signed copyright agreement had expired, and they were negotiating a new copyright transfer with Tencent Music.

This is also the first time since the establishment of NetEase Cloud Music that it has admitted that it was "forced to remove a portion of songs, accounting for about 1% of NetEase Cloud Music" and apologized for it.

Tencent Music Group responded that it had suspended the sub-licensing cooperation with NetEase Cloud Music due to multiple infringements. At the same time, Tencent Music Entertainment Group has filed a lawsuit in the Shenzhen court until the other party has cleared up the piracy problem and assumed relevant legal responsibilities.

According to relevant media reports , the trigger of this incident was a dispute between the two parties over Wu Yifan's latest album "6".

Industry insiders said that NetEase Cloud Music has risen rapidly and has become Tencent's biggest competitor. It cannot be ruled out that Tencent Music may use copyright to drag down its rival .

It has become common for NetEase Cloud Music and QQ Music to have quarrels again and again in recent years. First, let me give you a brief introduction to the quarrels between the two parties.

QQ Music and NetEase Cloud Music have their first fight

The first "fight" between NetEase Cloud Music and QQ Music was at the end of 2014, when the two sides went to war for the first time over copyright issues.

At that time, QQ Music took the lead in filing a lawsuit against NetEase Cloud Music for infringement. The court ruled that the latter's 623 online music contents including "Where Has the Time Gone " were infringing, and ordered it to delete the relevant content.

Not long after, NetEase Cloud Music retaliated quickly and sued QQ Music for infringing on its 192 online music songs. The court quickly ruled that QQ Music had committed infringement and required it to delete the relevant content.

This is the first time that QQ Music has declared war on NetEase Cloud Music.

Tencent, which has always been wealthy, has capital advantages that other companies cannot match. QQ Music invested heavily in copyright as early as 2014. It first cooperated with Warner , one of the world's three largest music companies, and became the general copyright agent partner of Warner's Internet music platform in mainland China.

Less than a month later, Tencent quickly cooperated with Sony Music Entertainment and became the exclusive distribution partner of Sony Music's online digital music in mainland China.

If other online music software on the market want to obtain these contents, they must purchase them from QQ Music at a "high price", and it also depends on whether QQ Music sells them.

Tencent is rich and willful, and can't stop its shopping spree, which also paves the way for Tencent's entertainment territorial strategy.

QQ Music and NetEase Cloud Music have a second fight

On the night of February 3, 2015, WeChat suddenly closed the sharing interface of NetEase Cloud Music, and other Alibaba- affiliated music application sharing platforms, Xiami Music and Tiantian Dongting, were also caught in the crossfire.

On the second day after being blocked, NetEase Cloud Music published an article titled "I'm Waiting for You at NetEase Cloud Music" , which directly pointed the finger at Tencent, saying that WeChat blocked the entrance to NetEase Cloud Music in order to favor its subsidiary QQ Music.

The following is the full statement:

As you know, WeChat has blocked the sharing interface of NetEase Cloud Music, and NetEase Cloud Music users can no longer share music to WeChat.

Sorry to all the users of NetEase Cloud Music. Because WeChat is theirs, they need to make decisions for themselves.

But actually, it’s not that bad.

We have no reason to complain, after all, it is their territory. They have their own music apps, and they don't want to lose market share. They have to continue selling green diamonds. They have to rely on WeChat to make up for the lost social genes. They also need WeChat to help them be more imaginative. They also have to bear the pressure of the open Internet spirit. They have their own helplessness and they have their own reasons.

Don't blame WeChat, this is what they should do.

Sharing is not because of the excellent channel , but because of the attitude towards music. Every day, tens of millions of users create and share playlists, comment on and share songs on NetEase Cloud Music. They discover what songs nearby friends are listening to, receive exclusive personalized recommendations, meet new friends, and reunite with old songs. In contrast, we value what we have more.

Don't be afraid of saying goodbye, I'll be waiting for you at NetEase Cloud Music.

I believe that Green Diamond Music can grow happily in the WeChat greenhouse where it has no natural enemies or rivals. He has passers-by who like his posts, and I have “friends” who support him. He wants to become an empire of music, but I only give you the joy of music. I wish Green Diamond Music will no longer have any worries, can grow freely, may it flourish, and may it keep its word.

Be generous with your blessings, because those who look down on others may not necessarily have an inferiority complex in their hearts.

Music resonates because of attitude and is warm because of resonance.

What can be changed is the way we share, but what cannot be locked is the love for music and freedom.

Bring your passion and your music friends and let us return to a place where music is respected.

NetEase Cloud Music, music with attitude.

—NetEase Cloud Music

On the other hand, QQ Music’s official Weibo account responded, saying that this was to protect music copyright. For a while, the two sides were deadlocked.

The following is the full statement:

Yes, please go back to a place where music is respected

If only people's voices were the same as when we first met, why would the autumn wind paint the fan with sorrow?

The minds of old friends change easily, yet you say that the minds of old friends are easily changeable?

If we could only meet as we first did,

We could really have a good chat about music;

If we could only meet as we first did,

You have a sharp attitude, I am full of enthusiasm,

In front of music, we should be happy, laughing and singing.

But,

I am climbing the ladder of defending the genuine products.

Your original intention remains unchanged, your piety remains unchanged; but you are going further and further down the wrong path of piracy.

Obstinate and stubborn, it is difficult to turn back.

How can one’s heart change?

It is easy to make pirated music, but it is difficult to maintain a legitimate environment.

Don't go too far.

Forgot the original starting point of music.

Yes, please go back to respecting music.

If you truly return to respecting music,

You will find that we are still here, waiting for you.

It is never too late to mend.

If you ever find your way back, you'll find that my original intention remains unchanged.

In this quarrel, QQ Music’s slogan is: crack down on piracy and protect genuine products. But it has nothing to do with WeChat blocking NetEase Cloud Music sharing. But there is nothing much to say. After all, WeChat is the boss and it has the final say on who to shut down.

However, this ban also tested the user loyalty of NetEase Cloud Music, and the results showed that the user reputation of NetEase Cloud Music is simply overwhelming. The statement issued by NetEase Cloud Music in the public relations war with QQ Music was reprinted crazily by major media and was called "the statement that overwhelmed QQ Music."

QQ Music and NetEase Cloud Music cooperate for the first time

On the evening of October 13, 2015, netizens said that they could now share songs on NetEase Cloud Music on WeChat. The next day, Tencent QQ Music officially announced a strategic copyright cooperation with NetEase Cloud Music and sublicensed the copyrights of 1.5 million songs to the other party.

This marks the beginning of the two sides' move from competition to cooperation.

In July 2015, the state issued the "Notice on Ordering Internet Music Service Providers to Stop Unauthorized Distribution of Music Works", which required all Internet music service providers to remove all unauthorized music works. As a result of this regulation, many songs from multiple online music service providers, including QQ Music and NetEase Cloud Music, were taken offline.

Regarding this cooperation, Tencent explained that after the Copyright Bureau issued the "Notice on Ordering Online Music Service Providers to Stop Disseminating Music Works Without Reauthorization" in July this year, NetEase Cloud Music was the first company to discuss copyright cooperation with QQ Music.

In addition to copyright cooperation, the two parties will also collaborate more on business forms such as sub-licensing , charging models , and digital music albums .

The cooperation between Tencent and NetEase is actually a path of copyright distribution. Tencent Music Group has a huge user base and multiple online music platforms, and has the ability to exclusively represent copyrights, and music copyrights are the core competitiveness of a music company.

Although the two parties are cooperating on the surface, in fact everyone is competing for the online music market behind the scenes. Today, the two sides are once again at war with each other over copyright issues.

The rise of NetEase Cloud Music, the biggest threat to QQ Music

On April 23, 2013, NetEase Cloud Music was officially launched.

In November 2013, the number of playlists on NetEase Cloud Music exceeded 10 million. In August 2014, the number of NetEase Cloud Music users exceeded 40 million. In December 2014, NetEase Cloud Music announced that its user base exceeded 55 million.

In July 2015, NetEase Cloud Music announced that its user base exceeded 100 million. In July 2016, NetEase Cloud Music announced that its user base exceeded 200 million. In April 2017, NetEase Cloud Music announced that its user base exceeded 300 million.

Number of NetEase Cloud Music users:

• It took 2 years and 3 months to go from 0 to 100 million.
• It took one year to go from 100 million to 200 million;
• It took less than 9 months to go from 200 million to 300 million.

According to the March 2015 Mobile Music Market Analysis Report by Sutu Research Institute, as of 2015, it took six years for Kugou, the most downloaded app in China, to reach 75 million users from its launch.

It took four years for Tiantian Dongting's mobile phone users to exceed 70 million. NetEase Cloud Music ranks first in the country in terms of user growth rate.

Over the past four years, NetEase Cloud Music has been loved by users for its acclaimed playlists , personalized recommendations , and user reviews . It can be said that it is a product of NetEase that has achieved a win-win in terms of both reputation and user volume.

By focusing on music social networking and user reviews, in just four years it has developed into one of the music communities with the best UGC atmosphere in China, and is deeply favored by young people.

In addition to product features, NetEase Cloud Music has also begun to focus on event marketing . Starting from March this year, NetEase Cloud Music first launched the "Music Review Train" in the Hangzhou Metro, spreading 5,000 music reviews in every corner.

Recently, 30 music reviews were printed on 400 million bottles of Nongfu Spring, launching a limited edition "Music Bottle". A series of marketing efforts have brought about the brand influence of NetEase Cloud Music.

My friend asked me: "You still can't forget him?"

"I forgot it long ago." "I haven't told you who it is yet..."

The achievements made by NetEase Cloud Music have obviously brought pressure to Tencent Music Group, which is actively seeking a listing.

QuestMobile recently released the 2017 Q2 Summer Report on Mobile Internet . In terms of mobile music apps, NetEase Cloud Music has shown a strong upward momentum, with new download users growing strongly to 19.0528 million in June 2017, a year-on-year growth rate of 109.77%.

The average number of times and duration of use of NetEase Cloud Music’s personalized recommendations users is much higher than that of NetEase Cloud Music’s overall user base, demonstrating extremely high stickiness and user loyalty.

The report also shows that users under the age of 24 account for 44.6% of QQ Music and 54.8% of NetEase Cloud Music. NetEase Cloud Music users are younger and closer to young users.

Mobile Music App User Profile

In addition, NetEase Cloud Music users account for 21.1% in first-tier cities and 39.3% in second-tier cities, which are higher than QQ Music's 15.2% and 39% respectively. In terms of user city distribution, NetEase Cloud Music users are more concentrated in first- and second-tier cities.

However, because NetEase Cloud Music entered the market too late, copyright became its biggest weakness, and users had to switch back and forth between multiple apps. This is also the most troublesome aspect of NetEase Cloud Music's current development.

QQ Music's copyright empire dominates

First, let’s talk about the history of the development of digital music in China:

• In 1999, Chinese music websites Xingkong and Jiutian Music went online, marking the earliest free digital music websites in China.
• In 2000, NetEase MP3 Search was launched, providing a variety of audio search, listening and download services;
• In 2002, Baidu MP3 was launched, marking the beginning of a major copyright war.
• In 2003, Qianqian Jingting was launched, focusing on MP3 playback.
• In 2004, the Kugou client was launched, focusing on the P2P sharing model.
• In 2005, Kuwo client was launched, focusing on P2P sharing mode. Wangwa Music was closed. In the same year, QQ Yintian was launched.
• In October 2005, Yiting Music Network became the Chinese music website with the largest number of users.
• In 2006, Jujing Music went online, providing genuine music listening and downloading services. Qianqian Jingting was acquired by Baidu.
• In 2007, Xiami Music was launched, focusing on high-quality listening and paid downloads.
• In the same year, QQ Music was revamped and launched, with the Green Diamond service introduced and Sina Leku Library launched.
• In 2008, Tiantian Dongting was launched.
• In 2009, domestic ringback tones, songs on demand, and mobile value-added services were very popular.
• In 2010, the old audition website was closed due to copyright issues (good listening)
• In 2011, Baidu reached an agreement with the three major record companies (Universal, Warner, and Sony) to provide genuine music auditions and downloads.
• In 2013, Jujing Music Network was closed.
• In January 2013, Douban FM Pro was launched.
• In April 2013, NetEase Cloud Music was launched.
• In July 2013, Xiami Musician went online.
• In March 2015, Alibaba, Xiami and Tiantian Dongting formed Alibaba Music.
• In June 2015, Kugou Music sued Xiami Music for copyright infringement, and Xiami banned it from broadcasting.
• In July 2015, Song Ke became CEO of Alibaba Music and Gao Xiaosong became chairman of Alibaba Music.
• In December 2015, Baidu Music merged with Taihe Music.
• In 2016, QQ Music signed a "sublicensing copyright" agreement with Ocean Music Group
• In April 2016, "Tiantian Dongting" was renamed "Ali Planet"
• In July 2016, QQ Music merged with Ocean Music Group's digital music business.
• In January 2017, the new music group formed by the merger of QQ Music and China Music Group (CMC) was officially renamed Tencent Music Entertainment Group (TME), and completed the business structure adjustment and group personnel appointments.
• In February 2017, the total sales of Lu Han ’s five MINI digital albums on the three major platforms of QQ Music, Kugou Music, and Kuwo Music successfully exceeded 10 million copies.
• On February 20, 2017, independent musician Zhao Lei 's digital album "Unable to Grow Up" sold over 200,000 copies on NetEase Cloud Music.
• On February 27, 2017, NetEase Cloud Music reached an independent copyright strategic cooperation with Japan's avex.
• On March 10, 2017, NetEase Cloud Music launched the short video function.

Entering the millennium, Chinese music platforms have sprung up like mushrooms after a rain, and with the rapid development of the Internet, online songs have also flourished.

But now, some companies are going bankrupt, and some are being acquired.

The three major online music platforms are Tencent Music Entertainment, Alibaba Music, and Taihe Music . QQ Music previously merged with China Music Group (Kugou Music and Kuwo Music), and the copyrighted songs owned by both parties account for almost 80% of the market.

On May 16 this year, Tencent Music Entertainment Group announced that it had signed a strategic cooperation agreement with Universal Music Group on digital copyright distribution in mainland China.

This means that Tencent already owns the exclusive copyrights of the world's three largest record companies: Universal Music, Sony Music, and Warner Music.

QQ Music has undoubtedly become a copyright empire.

Music + Online Magazine: QQ Music's New Attempt to Upgrade Consumption

In its early days, QQ Music acquired a large number of users by relying on Tencent's powerful traffic portal, and also gained huge commercial value by relying on its Green Diamond service.

Around 2008, three very representative figures among young people emerged, who were once known as the " Three Giants of QQ Music " - Xu Song, Xu Liang, and Wang Sulong .

At that time, if a user had a few background music on his QQ space homepage, it was a very prestigious thing, and QQ was very popular for a while.

But in the era of mobile Internet , with the rise of NetEase Cloud Music, QQ Music faces severe tests. NetEase Cloud Music does comments , and QQ Music does barrage , but the effects don’t seem to be ideal.

Nowadays, platforms such as NetEase Cloud Music and Xiami have set up music columns, and after launching the " Music Account ", QQ Music has set its sights on "online magazines."

▲Music number

In the era of mobile Internet, the exploding amount of information and its fragmented presentation have not only impacted traditional media, but also made it difficult for people to find a focused position to learn about music information.

What QQ Music wants to do is to take on the original role of traditional media, serve as a platform to gather high-quality music media, provide users with rich music information, and let the APP jump out of the scope of music player.

▲Online magazine

QQ Music attempts to combine the advantages of social recommendations and personalized recommendations in the form of an online magazine.

2016, the first year of content entrepreneurship , was also the year when mobile information media platforms rose to prominence.

Mobile information platforms represented by Toutiao and Yidian Zixun rely on algorithms to intelligently recommend personalized content to users, providing new services that connect people and information and are recognized in the market.

The QQ Music team now believes that in a highly fragmented information Internet, everyone sees varying degrees of fragmented information every day, and they really hope to promote the concept of a highly aggregated music magazine in one place.

In the ecosystem of Music Account, everyone only talks about music and the stories behind the music. We introduce high-quality self-media and institutional media, so that users can learn more about songs through stories. This was the most important mission of Music Account when it first started.

What music magazines can bring to QQ Music remains to be seen.

NetEase Cloud Music's competitive advantage lies in allowing users to participate in the form of comments (UGC content), allowing users to truly immerse themselves in such a music community.

Once a good community atmosphere and good user reputation are formed, copyright issues can be compensated to some extent. User habits have already been formed. This is why those large platforms that own copyrights, such as QQ Music and Kugou Music, are not as good as Cloud Music in terms of user stickiness and average average opening time per person.

However, there are many comments on NetEase Cloud Music that are made up in order to become popular, such as reposting jokes, making up stories, etc. There are also some casual comments of only a few words. Although this increases the activity of the comment area, it also causes a big problem: the quality of the comments has declined.

The essence of Cloud Music's comments is that social networks connect individuals through individuals. This connection forms feedback between unfamiliar individuals and interactions, forming a weakly connected whole, allowing people to develop "empathy" in weak relationships.

"Music + Online Magazine" is actually a new attempt by QQ Music to attract users despite its obvious copyright advantages.

No social, no dissemination, no copyright, no music.