It's hard to hide hidden worries behind music social highlights

　　Our reporter Zhao Yuhan

　　Recently, the "Character Dominant Color" test was screened in the Moments of Friends, and the popularity even made WeChat later blocked the link.

And this seemed to be a warm-up. Subsequently, NetEase Cloud Music announced that it had submitted a listing application to the Hong Kong Stock Exchange.

With Tencent Music Entertainment Group monopolizing a large number of music copyrights, NetEase Cloud Music, a breakthrough in "music social", successfully attracted a group of young users and became the only music in the current online music market that can compete with Tencent applications. Giant.

　　However, although the prospectus shows that NetEase Cloud's revenue has grown continuously for three consecutive years, reaching 1.1 billion yuan, 2.3 billion yuan, and 4.9 billion yuan, respectively, the accumulated adjusted net loss in the three years is nearly 5 billion yuan.

Copyright shortcomings always exist, and music social functions are easy to be imitated. In addition, listening platforms and short video platforms are competing for the "ear economy". With this listing, NetEase Cloud Music's future is not open.

Why can't you hear Jay Chou?

　　If a music software cannot listen to the classic songs of famous singers such as Jay Chou and Zhang Huimei, would you still choose it?

Faced with the dilemma of copyright shortcomings, NetEase Cloud Music has grown stubbornly by relying on characteristics such as "music social" and "content originality".

　　In Sun Chao's mobile phone born in the 90s, NetEase Cloud Music is placed on the homepage and is often used.

“There are indeed some songs that can’t be found on NetEase Cloud, but I prefer the social atmosphere above.” Because he likes to sing and sings well, Sun Chao often shares his K song works. “It’s both a display and also I met friends with songs and met some like-minded netizens.” In Sun Chao’s view, NetEase Cloud is not just a software for listening to songs, but a platform for “playing music”.

　　The "Character Dominant Color" test recently refreshed has become a vivid footnote to interpret the characteristics of NetEase Cloud.

By listening to several different voices, choosing your feelings to generate your personality color, it is difficult to determine whether it is scientifically accurate, but it is novel and interesting enough to attract many people to try.

"Just to do this test, I specially built a NetEase cloud." Ms. Zhang after the 1980s said.

　　NetEase Cloud still has many ways to attract young users.

For example, last year, NetEase Cloud launched the "Listen Together" function.

In this function, the system generates a playlist for the user, and will match a stranger who likes the same type of song to listen to the song with you.

After listening to the song for a period of time, you can choose to unlock each other's information, interactive chat, etc.

Lost due to copyright competition

　　"Music Social" is a trump card of NetEase Cloud Music.

At present, NetEase Cloud Music has become the world's largest music community, with high user stickiness and active content ecology.

In 2020, NetEase Cloud Music daily active users will listen to songs for an average of 76 minutes per day.

Users who actively create content account for 25%.

As of the end of 2020, the total number of playlists created by NetEase Cloud Music users has exceeded 2 billion, ranking first in China with the highest user participation.

　　However, on the other side of social highlights, copyright shortcomings have been plagued NetEase Cloud.

Citizen Su Jianglong downloaded QQ Music and NetEase Cloud Music on his mobile phone, and he admitted that he uses the former more often.

Behind QQ Music is the powerful Tencent.

In July 2017, Tencent Group and China Music Group jointly announced the merger of their digital music businesses QQ Music, Kugou, and Kuwo.

After the merger, the music group collected the exclusive copyrights of the world's three major record companies, Universal, Sony, and Warner, which put NetEase Cloud into a crisis for a while.

　　Since then, NetEase Cloud has moved around in many ways, and has reached copyright cooperation with upstream manufacturers such as Columbia Japan, Studio Ghibli, Warner Copyright, Universal Music and so on.

However, the copyright war that burned money has also caused NetEase Cloud's pain so far. After three consecutive years of rapid growth in revenue and rapid development of payment, live broadcast and other businesses, it still fell into huge losses.

"Ear Economy" has many competitors

　　In recent years, with the rise of listening platforms such as Himalaya and Lychee, and short video platforms such as Douyin have also begun to compete in the music market, NetEase Cloud’s competitors will be far more than Tencent in the future.

　　As early as two years ago, Douyin released the "Seeing Music" program, which aims to provide "Tik Tok Musician" certification, promotion resources, professional tutors and producer guidance, single production bonuses, customized MVs, etc. Support from multiple dimensions to find better original music creators and voices.

This directly overlaps with NetEase Cloud's field of creating content original communities.

　　Short video platforms have their own advantages in entering the music market.

In recent years, as a traffic engine, a large number of music works have become popular as short video background music.

Today, whether it is on NetEase Cloud Music, QQ, Kuwo and other music platforms, "Tik Tok Top Songs" is a playlist placed in a prominent position on the homepage.

As the short video platform intervenes, it will definitely compete head-on with the live music and anchor stations launched by NetEase Cloud itself.

　　At the same time, Tingshu is also seizing the "ear economy" market.

"Before driving to listen to music, now driving likes to listen to books." Many car owners are undergoing such a change.

Under this trend, Tencent has begun to set foot in the field of listening books, and reached a cooperation with the Reading Group, which is rich in IP resources.

　　Changes in the industry are constantly taking place, and NetEase Cloud Music is facing a more complicated competitive landscape. How to further explore the "power of music" has become a must-answer question.