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Comparison of singing and singing and singing functions (Picture: Internet)

Aiming at plagiarism, soon after the matter was fermented, the singing official responded.

“Playing and singing function has already existed for a long time. This is just a way to sing. All the products are similar. There is nothing to dispute.” On January 11th, singing and singing, founder and CEO of singing and singing. Chen Hua once again spoke to the media, including Tiger Sniff.

As the first phenomenal product on the Internet, Singing Bar has done wonders.

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On the first day of the online launch in May 2012, the number of registered users exceeded 100,000; within 5 days, the number of downloads on the IOS platform topped the list; in a month, the number of users exceeded 1 million; Also attracted the bets of many first-tier investment institutions: Sequoia Capital, Lanchi Ventures, Xiangfeng Investment … but this situation has only lasted for three years, and the fast-moving singing bar number ushered in an emergency. brake.

Shui Ni started from a bumpy road to listing. Singing Bar initially tried to list in the United States. Due to valuation reasons, it returned to China to demolish VIE and seek backdoor listing. In August 2015, Singing Bar demolished the VIE structure and began accepting listings in 2016. Counseling, the listing counseling ended in 2018, but there has been no further news so far. In fact, after the VIE was demolished in 2015, there was no news on the capital market except for the changes in transactions between shareholders.

When Singing Bar was slowed down due to its listing, it was the strong debut of major products. When the national K song was launched in 2014, the number of Singing Bar users exceeded 200 million. However, within two years, the national K song announced registration The number of users exceeded 300 million, and reached the top of the mobile K song APP; followed by the rapid rise of live broadcast and short videos; the high-profile music and social products born in 2019 came online for a month, and quickly completed the breakthrough of users from 0 to 1 million .

Chen Hua is singing it on the code

Singing dragged down by the listing, not only has become conservative in layout and play style, but when the air vent comes, from a practical point of view, it has never caught the air vent to catch up. Now that Douyin, Kuaishou, and B stations have captured most of the user ’s attention, the competition faced by Singing Bar is not limited to its old rivals in the field of K song. Even when several new products explode the market, the long-lost singing Bars are often flogged out from time to time. Under the various sounds, the existence of singing bars is also particularly lonely.

“The previous few years have been relatively conservative, because the listing of A shares has been dragged down, and making new products will have a great financial impact.” Chen Hua said in a recent interview with Tiger Sniff.

On the entertainment track, competitors, in today’s market structure, how do you sing in the dilemma of innovators? Can it regain the vision of young people?

Behind the scenes and conservative Chen Hua

These two years are probably the two years when Chen Hua feels heaviest in crisis.

The phrase he heard the most from investors was: Why can’t you sing in all kinds of turbulence? In addition to investors, every once in a while, Chen Hua also has to face the skeptical questions from the outside world. What’s wrong, Chen Hua seems to be unable to keep up with the preferences of young people.

Let ’s sing behind, start with the misses of various outlets.

A large number of live broadcast platforms have emerged in the 1000-broadcast battle from 2015 to 2016. In 2016 alone, the number of online live broadcast platforms exceeded 300, and the market size exceeded 10 billion. In the wave of national live broadcast, in addition to Yingke, Star companies such as peppercorns and bettas have begun to emerge in the market, and BAT and capital have followed closely. When the live broadcast outlet comes, Singing also tries to enter the game, such as launching the Singing Live App, Mars, but in the bloody In the competition, there was not much volume.

“Because independent live broadcast products are difficult to survive, it is difficult to obtain users, and the cost of promotion is too high. We have independent apps, but the effect is not as good as the traffic in the singing bar station.” Chen Hua told Tiger Sniff, he The point is that live broadcast is only a means of monetization, not a user product. Traffic products such as Yingke and Douyu can do live broadcasts, but they sing differently. “This is why there was no All In at the time.” Chen Hua said.

No traffic bonus has been captured in the live broadcast air outlet. When the short video air outlet came, Chen Hua still adopted a cautious attitude. In his judgment, the short video track, in addition to industry giants such as vibrato and fast hands, The other players who have entered the game have already lost their eyes. Under the huge promotion cost, the track is too bloody. Of course, after a series of shuffles, only a few can survive. There is still a key point that makes him hesitant: Is the short videoIt will have a negative impact on the original music form of Singing. “The enjoyable music content should not be just a climax paragraph, otherwise how can the content be precipitated?”

In the general recognition that every industry can basically do it again with new methods and methods every time, Chen Hua’s consideration is that from the results, it is under the impact of products such as live short videos. Sing it away from the Internet center.

Where is the next wave of people singing? Chen Hua himself didn’t know it, so when various Internet products lead the show, it is always difficult to find the footprint of singing bar.

“The best time has been missed.” A senior investor in the entertainment industry said that in his opinion, the performance of the singing bar was too conservative when various air outlets came, and he did not shy away, saying that he hadn’t paid attention to this for a long time. Products, “Internet products are being updated too quickly. Who can attract users’ attention for a long time and keep them staying for a long time is, to a certain extent, successful.

Under this type of judgment rule, accompanied by the question “Do we still need to sing in this era”? “The biggest question is that others will think, why did you miss this opportunity? That opportunity? Why Did you miss all of them? “” From this perspective, my previous thinking is not necessarily correct. “Chen Hua admitted.

Chen Hua admitted that when short video became popular, many people on the team hoped to make a short video product as soon as possible to respond to market changes, but all were opposed by Chen Hua, “I just did n’t think about it, quite If you ca n’t find it for a long time, you do n’t dare to rush. ”Chen Hua told Tiger Sniff.

In terms of key strategies, Chen Hua, who was trapped by the listing plan, has taken conservative measures blindly. In the eyes of people, singing bar has also been labeled as not sexy, tideless, and not strong enough.

“I can’t think of a reason for me to start singing right now.” Wei Wei, a practitioner in the entertainment industry who is also a senior user of singing bar, told Tiger Sniff that he claims to be a user, and he has only two demands for singing bar: First, the scene is convenient Second, it is a singing method that is free and can hear other good voices.

Many years of experience using Sing Bar has made him “love deeply and blame it” for this product. In addition to copyright issues that caused many songs to be unavailable, the page was a bit stale. Singing bar is also classified as a product of the ancient Internet era by a group of old users.

Missing main business

“It’s true that in recent years, no amazing main business has appeared in the public eye, and a lot of peripheral products have been made.” Chen Hua told Tiger Sniff a little helplessly. No main business was repeatedly emphasized during the dialogue with Chen Hua. The main industry has been singing quietly. At least in recent years, there has been no killer blockbuster product debut in the venture capital market.

Back to the past 8 years, there have been several unsuccessful attempts at singing bar:

In 2014, we sang the mobile game market and launched the “Bubble Corps” which disappeared within one year; in the same year, we entered offline KTV, invested in Mai Song KTV, and shouted the slogan of opening 2000 stores in 5 years. According to the Chen Hua introduced that the current number of stores is only 500, which is far from the target. In 2017, Sing Bar invested in offline mini KTV “Mida minik”. This business is highly anticipated by Chen Hua. The influence of the shop tide, Mi Da minik did not bring Chen Hua’s ideal effect.

At the same time, Singing Bar is also actively working on hardware.

In 2015, singing began to set up a hardware team, claiming to use the best technology design to make the best hardware. Under the leadership of the main hardware team composed of Xiaomi, singing small dome microphones began to Variety emerged and launched e-commerce platforms such as Tmall and JD.com. However, Chen Hua did not disclose the impact of this business on the overall growth indicators of Changba. After several years of development, the small dome microphone has been updated, and has also completed the one-way sound, two-way sound, three-way sound to the current four-way sound, and concert-level sound improvements. “But this is not the main business.”

In early 2018, sing it out and introduce one-touch tuning. HopeThrough the facelift of the sound, let the user change from “sound idiot” to “singer”. In this mode, the user can choose the effect of different strengths: light, medium and deep. In the user evaluation, the function is not paid. First, the song that can be modified can be used in the accompaniment to use the function. “Singing online repair service is not just for users, more is In order to introduce paid services to users, the key is that this business does not show a better advantage compared to offline professional recording studios. “In the comment of Zhihu, this feature is also full of ribs, distorting the sound, no Various evaluations such as continuity.

“Users are still dissatisfied with our one-touch repair,” said Chen Hua. After gaining various utterances from users, in March of this year, at the press conference of Singing Bar ’s sub-brand “Voice of the Future”, the 8.9.9 sound black technology-smart mixing version was launched to strive for new sound effects breakthrough.

It can be found that in the whole family barrels of various vertical business lines of singing, it is basically about singing sound effects and technology. You can always see the news of the small dome and the news of offline KTV. And from time to time mixed with various black technology concepts, Chen Hua ridiculed himself, calling it news and news. “We’ve been nagging for almost a year.”

Chen Hua said that since this year, he has been thinking about how to make use of the existing advantages of singing bar. At a conference in April of this year, Chen Hua thought that there was a certain way of thinking about things: On the track of K song, Singing already has huge competitors; on the vertical business line, they are not bad, but The influence is still not spreading; offline KTV is still underway, but where is the singing product? In the niche market of music, how to really return to the C circle? The main proposition is how to re-attract the celebrities who have lost their voice from singing to fast vibrato.

“Singing must be a young and fashionable product.” Chen Hua said. “So we need to make a big change.”

“We are restricted by ourselves”

In order to regain the vision of young people