Have you been swiped?

Editor’s note: This article is from the micro-channel public number “zinc Finance” (ID: xincaijing), Author: Ge Yu.

The annual “Listening to Songs Report” is again in the circle of friends.

Like last year, screenshots from NetEase Cloud Music accounted for half of the country, but screenshots from the QQ Music camp also rose significantly. There was also a report about Xiami, which was shut down, but it has almost disappeared in the circle of friends.

Previously, there was a music app’s contempt chain circulating on the Internet: Xiami Music and NetEase Cloud Music stood at the top of the contempt chain with mutual contempt, despising QQ music together, while Kugou and Kuwo were suppressed. The bottom of the contempt chain.

Music App Despise Chain

Although some people made the emoji package “No one cares about your year-end music summary” and jokingly called it a “music pilgrimage”, it did not reduce the number of users sharing their “music tags”.

For listeners from NetEase Cloud Village, music is more than just music. They paid more attention to the emotions behind this song, and even realized the true meaning of life, and found a large number of people in Yuncun who were “unknown, but like-minded”.

Yuncun’s annual report Yunquan has 16,000 friends

Especially in the context of Xiami’s uncertain future, the listeners from Yuncun have a sense of pride of “only me.”

Although the number of users is far less than that of QQ Music, NetEase Cloud Music’s annual listening report is far more topical than other competing products. This year, Weibo has read more than 580 million views on topics related to #网易云音乐年 SUMMARY#, with more than 340,000 discussions, and once rushed to the top 5 in the hot search list.

Netease Cloud Music is popular because of the comments under each song. Slowly, Here began to become the hardest hit area of ​​depression. Sentences such as “I was born to be a human, I’m sorry”, “A flower shop needs flowers, but flowers don’t need a flower shop” and other sentences quickly became popular and became commentary.

NetEase Cloud Music is very handy in going out. For example, the “Lyrics of Cars” of the Hangzhou Metro in 2017; the annual regular annual song list; the use of AR technology to present the starry sky picture with music reviews.

Netease Cloud Music’s subway advertisement

But after NetEase Yuncun broke the circle, the understanding of the same sentence is still the same as the likes in Yuncun, then QQ Music users will have to raise a big question mark.

For most users of QQ Music, it is very likely that most people’s inner monologue is: listen to the song well, what is it?

The self-awareness of most QQ Music users should remain: I am an ordinary person, and I just want to listen to ordinary songs. But after opening NetEase Cloud Music’s playlists again and again, the original copyright-free “gray playlists of old folks” like Jay Chou and Mayday did not light up.

It is also a member who spends eight or nine yuan to open a continuous monthly subscription, but can only listen to a small audience. This is “uneconomical” and “irrational” for users of QQ Music-can feelings light up those playlists?

This also made many “villagers” who were originally in Yuncun, after coming out of “Net Yiyun”, turned to QQ Music.

Users who left Yuncun

In terms of size, the QQ Music faction has an absolute advantage. Fastdata data shows that QQ Music, Kugou, and Kuwo ranked first, second and fourth respectively, with a total of more than 450 million users. Netease Cloud Music barely ranked third with a monthly life of RMB 88.95 million, while Xiami’s monthly life was only 22.36 million.

Of course, QQ Music alsoI have envied the community atmosphere of Netease Cloud Village, but there is one thing to say that the community atmosphere cannot be built with money. However, for most QQ music listeners, this is not important, as long as there are songs to listen to.

But this has also become a point where Yuncun villagers who share a common emotional affiliation “group mock” QQ music users “don’t understand feelings”.

The most regrettable thing this year is Xiami. There are rumors in the arena that Xiami should be the first to play “Sentiments”, not NetEase Cloud Music. But the fact now is that Xiami is very likely to say goodbye to all the audience.

Weibo authenticated user said Xiami is about to be closed

The Kugou and Kuwo at the bottom of the despising chain, although not small in size, seem to have disappeared from the mainstream public view. When the domestic digital music industry first emerged, it followed the logic of “buy, buy, buy” winning, and various companies bid for music rights at high prices.

At that time, P2P online music sites represented by Kugou and Kuwo were established. At its peak, Kugou had an average daily unique IP visit of more than 5 million, while the highest number of online at the same time was 680,000, and the number of downloads per day was about 5 million.

Kudo Music and Kugou Music

In the next ten years, Kugou Music, as a veteran digital music service provider, has obtained a cost-effective copyright authorization due to its early distribution of music copyrights and upgraded it to Ocean Music Group (later renamed China Music Group).

The birth of the new Big Three in music has intensified the competition for music copyright.

QQ Music has strong economic strength, so there is no need to worry about copyright; Wang Hao, the founder of Xiami Music, who has left Alibaba for six years, joined Alibaba under copyright pressure; Ding Lei has demonstrated his outstanding skills in the field of music, using social and social The precise positioning of the niche takes a corner.

Until the end of November, there is news that Xiami may be closed in January next year.

“On Xiami, you can create a playlist by yourself, and then write some feelings about the song. I have written all the emotions in these years in the dynamic. When I look back at the list of favorites, I will clearly recall the period you heard What kind of mood is this song, what have you experienced.” It is the voice of most Xiami music lovers.

Message under Xiami Music Weibo

But the lack of copyright is the decisive factor for Xiami Music’s failure to surpass QQ Music and NetEase Cloud Music. Regrettably, when Xiami first joined Ali in 2013, it won a copyright battle with Tencent. Finally, Tencent’s copyright coverage of Chinese online audio sources reached 90%, while Xiami Music, which once had 60% copyright, had only 20% copyright coverage.

Xiami Music only adheres to the “ideal” and “professional”, but did not expect that no matter how hard it is, it will not be able to hold the grayed out playlist.

Faced with the question of why users did not join the copyright war, Xiami responded like this:

“For the industry, real interoperability and cooperation between platforms can lead to more prosperous development. When everyone abandons the enthusiasm for copyright, they turn to a normal copyright purchase. While maintaining copyright, it also Can devote more energy to build a music environment, such as increasing support for original musicians and increasing the promotion of music culture.”

However, music apps have always had no shortage of “new people”, but “old people”. Marketing out of the circle is just the icing on the cake after the copyright can be guaranteed.