Kugou Music product analysis!

During the iterative optimization process, products are often adjusted or even repositioned based on original market feedback, user feedback, etc. Analyzing the iteration process of a specific product may help us better understand product design and reuse the experience in it for other products.

1. Purpose of analysis

By combing through the updated content of each version of the Kugou Music concept version, we can understand the development trend of the current product and provide possible directions for subsequent user growth, community building and operations.

2. Analysis Method

1. Collect the version update records of Kugou Music concept version, perform cluster analysis on the update content, and explore the focus of iteration;
2. For versions with major updates, download the installation package to analyze key functions and related interfaces to understand functional trends;
3. Based on product positioning, give constructive suggestions on community and operations;
4. Try to think about the subsequent directions that can be explored for the Kugou concept version from the perspective of social sharing.

Due to iOS limitations, only versions 2.0.0, 2.0.4, 2.0.7, 2.2.8 and the latest 2.3.3 can be downloaded for experience. In addition, considering stability, the main analysis will focus on the listening to music, music community and other functions of version 2. Since operation and commercialization are time-sensitive, they will be concentrated in Part 3 for explanation.

3. Version sorting

1. Version focus

The Kugou concept version released version 1.0 on February 6, 2020. As of now, the latest version is 2.3.3. A total of 40 versions have been released during this period. Excluding versions with repairs such as experience optimization, 22 versions with visible updates have been selected.

The updated contents of the 22 versions are classified into music experience, channel/community building, and commercialization, and arranged according to the release order of the versions, resulting in the content shown in the figure.

Among them, the blue part represents the music experience, the green part represents community/channel building, and the red part represents commercialization.

Through the visualization of the content, we can see the trend of version development. In version 1 and the early stage of version 2, the focus of iteration was on the music experience, including interface layout and visual revision.

Version 2 focuses on the community, namely the establishment of music channels, and also begins to operate through VIP rewards.

We can get a message from this - the concept version of Kugou Music has a clear positioning in 2.0.

Because for any product, after the first round of optimization, its basic experience is often followed by optimization and improvement of its core features. From the chart, we can see that versions 1 and 2 invested a lot of energy in interface visual design, music listening and music search in the early stage. In essence, this is to create a high-quality music experience, which is a basic function of a music product. After version 2, the focus is on channel construction, that is, the music community.

The concept version of Kugou aims to create a communication community based on music sharing.

2. Market trends

The three charts are the download volume trend chart, ranking trend chart, version revenue chart and version score chart. Version 1 has just been launched, and due to the uncertainty of the product position in the enterprise, it is impossible to invest enough operational resources, so the performance of version 1 is relatively general. The download volume, ranking and revenue of versions after 1.3.0 have declined significantly, and the number of negative reviews is the highest among all versions, which is directly linked to the unclear positioning.

After version 2.0, there were obvious explosive growth in 2.0.8, 2.1.2 and 2.2.0, which should be related to the support of operation and promotion. Then it achieved stability after version 2.2.7. The download volume obviously rose to a higher level, and there was a big explosive growth after the version was released. At the same time, the frequency of being recommended on the list also began to increase, and the version revenue gradually stabilized. Although the average number of negative reviews increased after version 2, the proportion of negative reviews was very low because the number of good reviews was an order of magnitude higher than that of version 1.

According to the current trend, version 2 is a relatively stable version, which also shows that the positioning of version 2 is relatively correct.

4.1 Version

1. Contents of this version

The concept version 1 of Kugou Music is very interesting. According to the APP Store data compiled by Qimai, the name and logo were changed in this version.

1.3.0 was renamed Housheng Music and the logo was replaced. 1.3.1 changed the logo again, and in 2.0.0 the name and logo were changed back to 1.0.0.

It is speculated that it has nothing to do with product positioning, but is related to the company's product matrix, that is, whether this new music community APP should be named Kugou, or whether it should be launched into the market as an innovative project and then see the response.

Of course, the final product should have received a lot of attention, and the Kugou concept version was preserved.

Let’s first look at the promotional introduction of the Kugou Music concept version on the APP Store. The introduction was only changed after 2.0.6, so the analysis of version 1 is instructive.

• [Fun, find like-minded people in the music channel, good music, share with friends]
• [Good to listen to, music discovery understands you better and selects the most favorite music for you]
• [Good-looking, refreshing and ultimate playback experience, exquisite background, and enjoy the artistic conception of the song]
• [Shocking, professional Viper sound effects, giving you an immersive sound experience]

I have worked on the launch and iteration of APP products before, and I have a deep understanding of the information revealed by promotional pictures and slogans. Generally speaking, of the four slogans/promotional pictures, the first two are the most important, and the last one is not very important.

From the content, we can see that the biggest feature is to find users with similar interests through music channels, followed by music recommendations, which is essentially sharing social and system recommendations, while the beautiful and shocking music playback optimizes the audio-visual experience of music.

2. Interface Analysis

Judging from the promotional picture, the structure is very clear, consisting of two main interfaces: recommendation and my, and a playback entrance.

[Recommendation] consists of channels, dynamics and discoveries. Channels are similar to music themes or circles. Version 1 of the channel has basic community functions, such as channel introduction, members, content dynamics, likes, comments and reposts, etc. Users can post in the channel and interact with other users.

[Play] With the genes of Kugou, the interface is very immersive, which is in line with the design trend of 2020. As a supplement to listening to music, the visual viewing is also maximized. The placement of functions such as likes, comments and reposts is similar to that of short video products, and user comments can be displayed on the wallpaper in the form of barrage, which enriches the scene experience of watching music and can also stimulate user interaction and comments.

3. Version Summary

If I really have to use one word to describe this version, it would probably be indecisive. Based on my personal experience, I guess that the team of versions before 1.3.0 had a very clear positioning, and then the company should have had some concerns. Either it changed its positioning and went the route of music short videos to test the waters in the short video market, or the top management did not pay much attention to the community product with the Kugou title, worried that it would affect the brand image, and only treated it as an internally incubated community innovation product.

5. Versions 2.0.2 to 2.0.6

1. Version Notes

1) Official publicity

Let’s first take a look at the slogan of version 2.0.0: [The APP icon has been changed, and the blue and white “K” has returned to the ideal starting point; the application style has been optimized, and the visual experience has been upgraded with a fresh and beautiful appearance; the discovery page has been completely renewed, with a simple structure and a smooth user experience; the new playback interface is cool and stylish, and listening to music has a better feel~; music is paired with videos, and the submission of submissions in various forms is more interesting~]

It is full of lightness, especially the first sentence [The blue and white "K" letter returns to the ideal starting point]. It is obvious that it has returned to the original intention of 1.0.0.

The weight of this APP design is relatively large. The designer's positioning of the product can be seen from the guide page. [Fresh] obviously indicates music recommendations, and users can explore freely. [Fun] users can find more users with similar interests on the theme "Planet" (channel) according to their preferences. [Beautiful] is simple, clear and elegant.

2) Update content

2.0.0 to 2.0.5 mainly focus on optimizing the interface experience, and the photo switch and dark night mode that were previously reported by users have also been added.

This round of version interface analysis focuses on 2.0.0 and 2.0.4.

2. Product Architecture

From an architectural point of view, the structure of version 2 is very simple. Of course, considering that it is only the second version, it is understandable that it is simple. Subsequent versions are basically similar to this structure, and we will not make specific information architecture diagrams for each version.

3. Interface Analysis

1) Discover music

The music found in 2.0.0 and 2.0.4 are consistent, and 2.0.0 is taken as the analysis object.

The information structure of the homepage of version 1 is relatively messy. In version 2, the original channels and discoveries are combined into one first-level page - Discovery.

Among them, Discover Music can divide song searches into three categories: direct target, vague target and no target. The functional design of this part is very similar to the NetEase Cloud Music version 5.

At the top of the discovery page are the search bar and the song identification function, which are aimed at users with direct targets.

The search results in the search bar mainly include songs, videos, albums, playlists and lyrics, among which songs include related singers, MVs and other content.

Identifying songs by listening to them actually meets the needs of targeted users, because many users may remember the names of songs, which is a common thing. It is also possible to forget the name of someone you know. It supports continuous song identification and humming recognition, covering a wide range of scenarios.

The function area below the search bar consists of today's recommendations, playlists, red heart radio stations and rankings, which are mainly aimed at users with vague goals.

Today's Recommendation recommends 30 songs every day based on user preferences. There are many categories of playlists, including selections, ancient style, popular styles, etc. You can also see the details of the playlist, such as the creator, comments, etc., which is relatively regular. The rankings are relatively fixed, including Concept Rising, Hot Songs, Chinese New Songs and Golden Melody Charts, etc., that is, the latest, hottest and most famous songs can all be found on the corresponding charts.

Users of Red Heart Radio can choose different AI robots for recommendations. Different robots represent different music type preferences, allowing users to discover more interesting music that they don’t usually have access to. The operation is also very simple. If you don’t like a song, just swipe it. If you like it, collect it and use it right away.

2) Listen to music

Users can enter the song play page from the song list or channel recommendation dynamics.

The music playback interface of version 1 of Kugou concept version is somewhat similar to that of a short video platform, while version 2.0.0 has undergone major adjustments to highlight user comments, as shown in the figure.

User comments are displayed at the bottom of the interface. If there are any comments in the comment area, they will be displayed in the wallpaper area in the form of barrage.

When playing original music, all comments are displayed below to guide users to scroll down to view. When playing user content, the information of the posting user is displayed below, such as avatar nickname, content description, etc. Whether it is original music or user content, it maximizes the interaction between users.

In terms of user experience, the visual experience brought by wallpapers is much better than that of regular music apps, and it is more immersive. However , because it emphasizes interaction, the operation of songs does not conform to the user's general cognition . For example, the pause, switch, list and collection of music are all placed at the bottom of the interface, and have been replaced by the comment operation. In addition, the music playback loop mode requires clicking on the playlist before you can click to switch. The entrance is too deep.

The playback interface of version 2.0.4 has returned to version 1. As shown in the picture, the common music operation area is at the bottom, including pause, switch, favorite and loop mode. The right side is for comments, forwarding and more, which is in line with immersive operation. The original comment area is no longer prominently displayed but has been moved to the secondary entrance.

The biggest change in the playback interface this time should be the interactive design. Sliding the right screen to the left will trigger the display of songs and derivative posts . Users can click on the post to view the content, and the song will still play normally. The experience is very good. When the music is continuous, you can view the ideas of users with the same hobbies. Moreover, users who post are generally extroverted and positive. The probability of communication and interaction is much higher than that of ordinary comment areas, and it will encourage users to post the same song.

Moreover, the playback interface of posts is more in line with the habits of short videos. Users can follow other users and like posts with one click. Taking into account the operating habits of users' short videos, up and down sliding has been added, that is, switching up and down, to make the music really move.

3) Channel Sharing

The discovery page uses channel recommendation + dynamic recommendation flow, and users can enter the channel from the channel list or the channel entrance in the dynamic content playback.

The channel has basic community functions, such as channel description, user level, channel publisher, channel activity list, channel members, etc. The content flow is divided into recommended and latest. The default is latest. Click to see the latest user-published content. The playback format is the same as music playback. If you switch music in the channel, it will be switched to channel music.

But one thing to complain about is the dynamic information and function display. The dynamics on the homepage and the dynamics within the channel can only be liked, and the pause playback and user avatars cannot be clicked. I originally thought it was just a guide, but after it was launched, I found that it was a display status, which is misleading. Icons with different states cannot be clicked.

Content sharing is limited to WeChat and Moments, and third parties such as QQ have probably not yet connected to its interface.

The dynamic flow in the discovery page of 2.0.4 has been changed from two columns to one column, and the number of dynamics displayed has been reduced, so the focus of attention on the information has been increased. You can directly operate on the dynamics, such as like, comment, and pause playback, without having to enter the playback page like in 2.0.0.

This gives users enough sense of control and dynamically displays the channels. Users can directly click to enter the corresponding channel page. The improvement of the entry level will inevitably increase the exposure of the channel.

The channel display on the play page is consistent with the topic display of short videos. You can enter the corresponding channel page by clicking. The dynamics of the channel page are recommended categories by default, and the dynamic information display has also been optimized. In addition to direct operation, the song name and singer are also highlighted, allowing users to efficiently obtain the most critical information and highlight it visually.

In general, the channel page and playback page of 2.0.4 have made great leaps compared to 2.0.2, and the experience has been greatly improved, especially in visual performance and interactive design.

4. Version Summary

Users' one-star negative reviews mainly focus on the design of the playback interface. For example, the highlighting of the comment area interferes with the operation of the music function and the entrance to the music loop function is deep. Others are systemic, such as dark mode and too much interference on the channel page. Fortunately, the concept version team listened to user feedback, and these functional problems were subsequently resolved.

In fact, in versions 1-2, channel recommendations are half and half in terms of complaints and approvals. Generally speaking, if the comments in the early versions are half and half, it means that this direction is feasible, but the priority of user group scores is that while satisfying the users who accept the recommendations, it is also necessary to cultivate the usage habits of other neutral users and expand the needs of other user groups in subsequent iterations.

6. Version 2.0.7~2.2.8

1. Version Notes

1) Official publicity

Let's take a look at the slogan of version 2.0.7:

• [New Simulation Minimalist Player] Fresh and interesting design style, minimalist and refreshing visual enjoyment, come here to get the purest music experience!
• [Everyone's Music Channel] Create your own music space, record your life with music, share music in a more interesting way, and gain like-minded people~
• [Discover Treasure Amway Station] The original channel Amway Station collects the favorites of like-minded people, selects the best quality music, and efficiently discovers good music~
• [Customized music background] Use pictures and text to match music, visualize your musical resonance, immersively experience the power of music, and express music in more diverse ways!

From the promotional content, we can see that while this version updates the interface design style, it continues to focus on channel construction and music recommendations.

The guide page has been updated to be more logical, with the theme of listening to oneself, finding soulmates, and meeting people through music:

Users can have their own personal channels and record their lives with music, text and pictures. They can also share their favorite music to the public community and showcase their recommendations on the channel for more people to see and hear, thereby gaining a group of music lovers with similar music preferences.

2) Update content

Versions 2.0.7 to 2.2.8 are mainly iterations for the channel community, with minor updates to the music experience.

The interface style adopts skeuomorphic design, but I feel it is more like mock-up design , because some elements are skeuomorphic, but it is obvious that there are flat design habits in it. The interface is clearer and simpler, and the functions are easier to understand.

The music listening function has been updated in terms of lyrics, with the addition of lyrics transliteration and font settings.

When it comes to channel searches, channels are divided into categories and support searches, so users can search more purposefully. Your favorite channels can be displayed on the homepage, and you can access them directly with one click.

Channel community building supports the release of channel announcements and the selection of featured posts, strengthens the rights and requirements of channel managers, and helps to create a good community atmosphere.

In terms of channel content, a new Amway area has been added, where channel owners can recommend excellent related songs, and members can cheer for the Amway content in the Amway area, increasing the weight of channel exposure and having more members feel involved.

In terms of commercialization, a conceptual version of membership was launched. Value-added services include member music library, lossless sound quality, identity display, exclusive customer service, paid downloads, hifi sound effects and ultra-clear MVs. Operational activities for members began on 2.2.7. For example, new members who registered and logged in can directly get a 3-month membership, and they can also get 1 day of VIP by listening to songs every day.

This round of version interface analysis is mainly based on 2.0.7 and 2.2.8.

2. Interface Analysis

1) Discover music

In the early version of 2, the discovery page included Red Heart Radio, Today's Recommendations, Playlists and Rankings. These were cancelled after 2.0.7, and the maximum exposure on the homepage was given to the channel. It can also be seen that the weight of the channel was further strengthened.

The original rankings and playlists have been placed on the search page. Users can see the rankings and recommended categories by clicking search. The ranking content is consistent with the early version, with priority given to the rising charts and new song charts. The recommended categories are no longer in the form of playlists, but are fixed section classifications.

The entrance is hidden deep, and new users have more direct goals when they click the search bar, but this is understandable in order to ensure the traffic of the channel. In the future, I think we can open an extra tab to place content such as playlists to ensure the expansion of the user base.

I discovered that the homepage launched a channel radio based on the channel characteristics. After I created a channel myself, I found that the radio station would add other songs of the same style based on the channel's Amway content and recommend them to the homepage.

Users can switch between different channels on the homepage by themselves. The design is very unique, using a method similar to radio FM. The metaphor is very well done, but the entrance is not easy to find. Consider highlighting the FM function.

The treasure recommendations on the Discovery homepage have added a push of concept new songs, including 50 songs, including the latest and hottest types, to ensure that users are always aware of current music trends. The three song positions on the homepage will also be updated every time you pull down to refresh.

In version 2.2.8, the weight of search rankings and categories was reduced again, giving priority to displaying operational activities (banners) and channel categories.

2) Listen to music

After the main style of 2.0.7APP changed to mimicry, the playback interface was also updated in 2.11, and the interactive design of the playback function was also updated.

Moreover, the metaphor of the icons in the simulated interface is problematic. The exit/shrink button in the upper left corner looks like a like button, the post icon in the upper right corner is obviously a favorite icon, and I don’t know whether the “heart” on the right side of the screen means collecting the song or liking it.

The left and right switching has a very clear operation compared to the previous music switching logic, but the switching between posts and songs has been cut off. It is expected that the interaction design will need to be further adjusted in the future.

3) Channel Sharing

In version 2.0.7, the channel information has been re-optimized. The channel introduction, number of members, and user level are classified into one category, and the channel owner and the list of great people are classified into one category as key figures in the community. The information structure is clear.

Community experts have prominent avatars, channel owners are displayed individually, and the list of masters has been increased from 3 to 6 people, prompting members to "peek" and triggering the possibility of social interaction.

The dynamic content of the channel will also highlight likes and comments. Likes will show the three most recent user avatars, and comments will show the two most popular comments. On the one hand, it is an efficient display of key interactive information of the dynamic, and on the other hand, it makes the dynamic more warm and encourages users to view.

The channel page also has a channel radio station. The content is set by the channel owner, and members cannot view specific songs. This is also one of the rights of the channel owner.

The previous recommended content and the latest content are classified into the discussion area, and a new Amway area is added. The name modification of the Amway area also belongs to the channel owner. The channel owner can upload Amway songs and playlists. The community is not limited to user interaction, but has theme recommendations, but it also requires careful selection by the channel owner, and other users also have the opportunity to discover more wonderful songs.

The discovery page of 2.2.8 is divided into discovery and subscription. On the subscription page, you can view the channel history and the latest updates of the subscribed channels, which are also displayed in the form of dynamic streams.

The channel recommendations on the homepage are also divided into categories. After users click on more channels, they can see fixed categories. Users can also customize categories on the square. The design is somewhat similar to the information square categories of information products. Users can search for topics on the search page, and the results will display the topic categories.

At the same time, users can pin their favorite music channels to the top, and then they can see the pinned channels on the homepage, which is more personalized and has a good design idea.

New high-quality content has been added to the comment section, and channel owners also have the right to add high-quality content. At the same time, the channel owner’s avatar display has been highlighted with a golden crown frame. The channel owner’s community rights and outstanding personal display demonstrate scarcity, prompting more active users to try to establish their own channels.

A new Add Amway mode has been added to the Amway area. Each user can make 10 calls a day and there will be a contribution list. On the one hand, it can increase the recommendation weight of the channel's Amway content and increase members' sense of participation in community building. On the other hand, it can effectively increase the activity of community members.

4) Study Room (Mini Program)

The study room function was introduced in the 2.1.6 concept version, but it feels a bit like an embedded mini-program, a derivative function for special scenarios.

Many people have a scenario when listening to music, that is, when they want to concentrate, they like to put on headphones to work or study. This time, the concept version of Kugou Music will try to target the student group: the study room scenario.

When many students study in the library or study room, there is a common scene:

Open the book, open the phone, open the music app, search for a study playlist, play the music, then click on a concentration timer such as the tomato clock, then turn off the phone and start studying.

Based on this scenario, the concept version combines music with focus timing to create an independent small function. Users can chat in it or set their own flags for focus training.

This function covers a wide range of scenarios, and chatting and concentration do not disturb each other, because concentrating on studying and listening to music will only activate the hearing without inducing watching, and users can leave the APP to do other things.

The emergence of this function can infer the direction of subsequent iterations of the concept version: to create functional "mini programs" centered around music for different scenarios.

This "mini program" is different from the WeChat mini program. It is definitely based on operation and product planning and has a certain distribution, but in essence, it still wants to try to segment scenarios and provide precise functions. It is a bit similar to other functions in WeChat's "Discover", such as Look, Search, Video Account and Live Broadcast Account.

One advantage of doing this is that it can expand the user base. Those who like to listen to pure music can still continue to use it as a music player, and those who like socializing can find channels to exchange music.

"Mini Programs" will not be actively pushed to all users, but if users have needs, they can find them in the concept version.

This is a very interesting direction, and I am optimistic about its subsequent development.

5) Others

The information level of the personal page was also optimized after version 2.0.7, but the functional structure did not change, mainly in the adjustment of the information level.

3. Operation and Commercialization

The concept version launched membership services in 2.2.0, and launched membership operations in 2.2.5, including three-month memberships for new users and one-day memberships for listening to music for three minutes.

In terms of effect, it is extremely friendly to new users. Users can obtain music membership by listening to songs, which is a positive incentive, that is, the classic battle-to-support-battle model.

New users can register to receive three months of membership, and if they listen to music every day, they will receive a one-day membership for free. If the rules remain unchanged, it means that the user will be a member forever and will have an extra three months.

The effect of old users attracting new users is also relatively good. Old users can get an additional three months of membership, and new users who are attracted will get three months. The revenue is significantly higher than the cost of downloading, and the playlist migration function also reduces the transfer cost.

But to be honest, the extra three months of membership is not a very big incentive for old users, because although the benefits are high - a quarterly membership, the perception is very low.

The original three-month membership plus the one-day membership will no longer motivate users to share. If you want to attract new users, subsequent operational activities, especially member rewards, need to be changed and adjusted, but the changes should not be too drastic to avoid causing too much disgust among users.

4. Version Summary

According to user feedback on the iOS platform, we can see that negative reviews are mainly concentrated in:

1. Started selling membership services, where paid songs can only be listened to online for 60 seconds;
2. The redundant functions of channels and study rooms affect the listening experience;
3. There are no playlists or recommendation charts, which is very unusual.
4. The interface style is aesthetically tiring after looking at it for too long, and the operation is also unclear.

In general, the issues with the channels and study rooms reflected in (2) can be addressed as long as the reputation is not overwhelmingly negative.

Problem (1) has been solved through operational benefits. Problem (3) is still not promoted. This is probably due to the limitations of the current structure. If it is placed on the homepage, attention will be too distracted, which is not conducive to channel exposure. We can consider adjusting the structure later.

(4) Issue also needs to be adjusted later.

7. Version 2.3.3

1. Version Notes

Version 2.3.3 remains consistent with the previous version, with major updates in the channel community’s operational functions. One is the channel’s topic function, and the other is that channel posts support video publishing.

2. Interface Analysis

1) Discover music

The search on the home page has added recommended topics.

2) Listen to music

The music review section of 2.3.3 has been revamped.

Users can swipe up or click on a comment to enter the comment area, which consists of posted stories, song reviews, and music stories. Among them, song reviews and music stories belong to one category, which are essentially secondary derivative content of songs, but with different forms of expression.

But there is an interaction problem. After clicking on a post on the music story page, switching left and right shows the same song. However, unlike the early version of 2, this version requires restarting the playback of the same song when switching between posts. The logic is not adjusted properly.

3) Channel Sharing

This version changes the study room into a music room, expands the range of people and scenes, and supports screening of music rooms.

Secondly, the channel’s Amway content has been expanded to include singers, albums, and videos, making the content richer.

But what is puzzling is that topics have been added to the Amway area. I guess they want to give the music posts in the channel a second focus and classify the channel content again, but the logic seems rather crude at the moment and should be optimized later.

3. Version Summary

8. Suggestions - Subsequent function iteration and operation direction

1. Functional architecture

The APP architecture can be divided into four major sections:

1) Channel community building

Maintain the existing channel structure and continue to promote the channel as the main feature. You can create a channel community in the form of Weibo super topics.

Establish a channel host team and give the team exclusive certification, and then classify the content within the channel, including but not limited to the text, pictures and videos accompanying the music.

And establish an Amway ranking model to increase the sense of participation of community members.

2) Discover music

In addition to channel recommendations, the previous playlists, radio stations, charts and today's recommendations are separated into first-level pages to meet the most basic needs of general users for finding music.

The previous version of the music room had a deeper entrance, which could be an independent secondary interface alongside the music discovery interface.

3) Music topics

Refer to Weibo Hot List and Zhihu Hot List.

In the current version of the topic, except for the traffic entrance provided by search, other entrances are all located in the Amway area within the channel, which is in conflict with the pure content of the Amway area. The essence of the channel itself is the theme topic, so placing it in the channel is contradictory and confusing.

Therefore, it is recommended to put topics and channels on a parallel basis, and the dynamics of topics must include channels. In this way, the traffic between channels can be opened up through hot topics, thus breaking the ice between channels.

4) Interactive design of music playback

It is recommended to add up and down sliding on the existing basis, that is, swipe left and right to switch different songs, and swipe up and down to switch posts under the same song.

2. Operate to attract new users and retain existing users

1) Friend invitation

One is to form a team of friends during a stage, and friends can share the VIP day card. The specific rules are now basically mature. Another way is to attract new users, but the motivation of old users may not be enough because they have enough VIP membership, so they need to work hard to obtain VIP membership for free every day.

2) Redeem VIP by listening to music

The current rules are too simple. Users can get a day’s VIP membership by just listening for three minutes. The rewards are too great and the costs are too low.

The ROI of listening to music can directly affect the user's activity. In the future, the threshold for user redemption needs to be raised, and the difficulty of tasks needs to be gradually increased, such as adding social behavior to redeem VIP, but the task threshold cannot be raised too high.

3) Medal Rewards

By setting up a badge wall, you can give active channel owners, channel members and ordinary users badges of different levels. The badges can be exchanged for different value-added services, such as VIP, exclusive backgrounds, etc.

4) Community Operation

The official launched activities to incubate a group of KOLs of its own.

IX. Conclusion

Can the concept version of Kugou Music really take a piece of the music community pie?

First, it depends on whether subsequent products can handle community content construction well, and second, it depends on whether various music circles can be connected.

This is a product model that has not yet been truly confirmed to be feasible, but so far, the concept version has only been upgraded to version 2, so there is hope for the future.

Author:loosaumin

Source: loosaumin