Analyze the development of NetEase Cloud Music and QQ Music from the perspective of operation and business model!
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O. Analysis Outline Figure 1. NetEase Cloud Music Competitive Product Analysis Outline 1. Purpose of Competitive Product Analysis Gain an in-depth understanding of competitors and provide auxiliary decision-making for the subsequent iteration direction of NetEase Cloud Music. 2. Choose the right competitive products 1. Competitive product selection: QQ Music (II) Reasons: 1. NetEase Cloud Music and QQ Music are both integrated mobile music platforms (online music), and both are ahead of other music software in the industry in many aspects; 2. In the latest China Mobile Music IOS best-selling chart from January to March 2016, QQ Music and NetEase Cloud Music ranked first and second respectively; Figure 2. China Mobile Music iOS best-selling rankings from January to March 2016 3. In terms of the user coverage of Chinese mobile music apps in the first half of 2016, QQ Music ranked first with 45.1%, Kugou Music ranked second with 34.6%, and NetEase Cloud Music ranked third with 30.3%; 4. In the first half of 2016, among the download markets of China's mainstream music platforms, QQ Music ranked first with a market share of 56%, and NetEase Cloud Music ranked second with a market share of 15%. 3. Competitive product infrastructure analysis 1. Information architecture QQ Music: Figure 3. QQ Music Information Architecture NetEase Cloud Music: Figure 4. NetEase Cloud Music information architecture Analysis: The information architecture logic of both apps is relatively clear, but NetEase Cloud Music does a better job in highlighting the “playlist” function, fully focusing on this differentiated function. In addition, the levels of running FM and driving mode of NetEase Cloud Music are relatively deep, and with the diversification of scenarios today, some appropriate changes can be made to upgrade the levels. (II) Functional analysis: 1. Core competitiveness: The core competitiveness of QQ Music lies in its backing by Tencent, which gives it powerful marketing and promotion channels, massive user resources, and more exclusive copyrights. QQ Music has currently reached strategic copyright cooperation with more than 200 record companies at home and abroad, purchased exclusive copyrights from more than 30 companies, and accumulated a genuine music library of more than 15 million songs. QQ Music has become the platform with the most exclusive copyrights among online music platforms, and NetEase Cloud Music's music library is only one-third of that. Figure 5. QQ Music layout NetEase Cloud Music's core competitiveness lies in its innovative music social networking and massive high-quality playlists. Statistics show that there are over 1,200 users on NetEase Cloud Music, over 64 million playlists, over 120 million music reviews, and over 200 million shares. Playlists are the core structure of NetEase Cloud Music. With playlists as clues, users can organize music by themselves and discover music through other netizens' playlists. Figure 6. NetEase Cloud Music layout 2. Main functions: QQ Music and NetEase Cloud Music both have some common functions such as selection, classification, ranking, and song recognition, so I won’t go into details here. For QQ Music, we analyze two relatively new features: Friends’ Hot Plays and Lyrics Posters. Friends' Hot Songs will be arranged into a list based on how many of your friends have played a certain song recently. This feature is designed to recommend songs based on QQ Music's user base and has social attributes. Based on the list, you can know what songs your friends have been listening to recently. In addition, the lyrics poster function has labels such as "literary color", "social", and "novel gameplay". Users can create their own lyrics posters based on their favorite songs, lyrics, and pictures, and can share them through multiple channels. When users want to share in the song player, they will also be reminded to share lyrics poster style. This will be a feature for QQ Music to increase active users. (III) Interaction Analysis: QQ Music and NetEase Cloud Music both use a tab-based interactive framework, with each entrance being clear and frequent jumps preventing you from getting lost. The interactive effects in many aspects are similar, but in the personalized recommendation function, the interaction of NetEase Cloud Music is better than that of QQ Music. When logging in for the first time, the personalized recommendation will guide the user to do a simple preference analysis, and then make personalized recommendations based on the user's favorite music. "Private FM" is similar to QQ's "Personal Radio"; "Daily Song Recommendation" will recommend 20 songs to users every day. At the same time, the playlist will be recommended to users on the personalized recommendation page, and the reasons for the recommendation will be indicated. 4. Analysis of the core strategies of competing products 1. Product positioning: QQ Music builds a mobile music ecosystem with copyright and users at its core NetEase Cloud Music, a mobile music community focusing on discovery and sharing 2. Operational strategy: QQ Music: Expand copyright distribution through exclusive copyrights, with music copyright as the core of operations. An operating mechanism has been formed with music record copyright + variety show music copyright + Tencent social products as operating platform + multi-terminal communication channels. Moreover, as a social empire, Tencent has good social genes. QQ Music will not give up the attempt of music social networking. The latest lyrics poster is a good proof of this. NetEase Cloud Music: Innovative music social networking has won heavy users as well as precise personalized recommendations and private FM (big data and constantly improving algorithms). We conducted an in-depth analysis of how NetEase Cloud Music uses music social networking to support its operations: the DJ program features music recommendations from big-name musicians, creating NetEase's unique "big-name recommendations"; the playlist is the core architecture of NetEase Cloud Music, which uses the playlist as a clue to guide users to discover music. Users can view everyone's comments on the song on the song playback page, and can view and follow a commentator's homepage; in addition to acquaintances and singers and DJs, the social function also includes stranger social networking with the "Nearby" function. Although NetEase Cloud Music has certain advantages in UGC, its disadvantages in copyright will be further magnified in today's society where more and more attention is paid to copyright. Its subsequent operating strategy should be to ensure its own advantages while continuously updating and improving its music library. (III) Business Model: QQ Music has been deeply involved in the paid field for a long time, and its paid services such as Green Diamond have become more and more complete. With the help of Tencent's strong resources, it has made remarkable achievements in paid fields such as digital albums and online music scenes. NetEase Cloud Music includes paid content such as paid music packages and points mall. The paid music packages allow downloading lossless quality music, and the points mall allows users to earn points or purchase products through the NetEase Cloud Music points system. 5. Industry development and distribution of products (I) Product industry development status: China's mobile music market size and growth rate: China's mobile music market size maintained steady growth, reaching 4.31 billion yuan by the first half of 2016. The recent unprecedentedly strong regulation of music copyright has led to the rapid development of paid music; the capital market has accelerated investment in the music sector, especially in vertical segments. Figure 7. China’s mobile music market size from Q2 2014 to Q2 2016 User scale and growth rate of China's mobile music market: In the first half of 2016, the scale of China's mobile music users reached 434 million. With the disappearance of the smartphone demographic dividend and the slowdown in mobile music penetration, the growth rate of China's mobile music user scale will slow down and stabilize. Figure 8. Scale of Chinese mobile music users from 2014Q2 to 2016Q2 Online music copyright supervision is strict and competition for high-quality music copyright resources is fierce. Online music copyright supervision has promoted the legalization process of the music industry and also started a copyright battle on mobile music platforms. Mainstream music platforms have invested heavily in copyright acquisitions and built platform content competitiveness by engaging in exclusive copyright cooperation with upstream record companies. In the future, the competition for copyrights, especially high-quality copyright resources, will become more intense. (II) Industry distribution of products: As the mobile music business model continues to innovate, mobile music products are gradually segmented vertically: Online music platforms are still the main form of mobile music Music Show: Music show products derived from online music platforms are the main sub-segment of music products currently being cultivated. Live music platform: Capital pursuit and technological advancement have led to rapid development of the live music field Music creation/trading platform: The upstream of the music industry chain is regarded as a key location by major music manufacturers, and corresponding platforms focusing on music creation and artist packaging have evolved accordingly. Figure 9. Mobile music market structure 6. Analysis and Summary 1. QQ Music is superior to NetEase Cloud Music in terms of both user scale and richness of music library. NetEase Cloud Music must take measures to increase the richness of its own music library and maintain the user growth rate based on the active existing users, in order to surpass QQ Music in the future; 2. NetEase Cloud Music has certain advantages in music social networking, but QQ Music is backed by the social empire of Tencent, and its social attempts will become more and more intense. Its lyrics posters are a good breakthrough point. NetEase Cloud Music must speed up its pace to form barriers or its own characteristics; 3. Focus on cultivating user reputation. The latest data shows that user satisfaction with QQ Music is as high as 71.5%, and NetEase Cloud Music ranks third with a satisfaction rate of 61.3%; 4. NetEase Cloud Music, which focuses on sharing and discovering music, can adopt more ways to discover and share music. For example, it can refer to the lyrics poster format of QQ Music to share music, forming new highlights and features. 5. Explore pan-music functions and expand the diversified audio-visual scenarios of mobile music. For example, in sports scenes, car scenes, and home scenes, NetEase Cloud Music already has driving mode and running FM, but the entry is very deep. It should be an attempt at diversified audio-visual scenes. In the future, it can try private customization in the application of diversified audio-visual scenes to meet the needs of different users. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance This article was compiled and published by @简书安_东由(APP Top Promotion). Please indicate the author information and source when reprinting! |
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