This article from the micro-channel public number: Entertainment Capital (ID: yulezibenlun), Author: Juvenile Yu Qian
Chen Hua has been a bit busy recently.
In addition to dealing with the turbulence caused by the singing function after the sing bar version is updated, he also announced the sing bar musician support plan at the 2020 sing bar he held recently, claiming that in the new year Save a million dollars in subsidies and help music creators with zero thresholds.
“Sing it, you need to upgrade your track, develop the audio and video field, and make fashion products that young people like.” Chen Hua told the master that he did not have the recent plagiarism that has been buzzing. Too much care, “This family touches porcelain, the law belongs to the law, we just deal with it normally, what should we do.”
However, for Singing, the recent series of frequent actions and the confrontation between you and me on Weibo with friends have indeed brought some attention to this seemingly silent brand.
On Weibo, the launch of the “Sing, Sing, Sing, and Sing” function caused a heated debate, and the news of “Old Sisters taking wounds to participate in singing and singing” has continued to ferment, and a group of “old users” who sang in the past also began to recall the past …
“Singing it was the only consolation for Maiba in the days when there was no KTV.”
“Singing is an irreplaceable memory for a generation. Maybe there will be better and more popular APPs, but singing is still very good.”
“I just re-downloaded the song and found that most of my friends have stopped updating one or two years ago. But when they heard the song they sang a few years ago, they were full of memories.”
“As a person who has registered to sing and use it for 12 years, I have released more than 400 songs on the sing bar. My users’ needs have never changed, because I like to sing, that’s all .Although offline KTV is down, thankfully, there is still singing. “
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There are also old users who watched the singing bar and were surpassed by the national K song. There is a “love of deep hatred” saying that they have not opened the singing for a long time because the singing is not for them. It is after the upload of your own work that you need the appreciation and attention of others, and the lack of social attributes makes it difficult for Sing Bar to meet the needs of this part of users.
Perhaps what many young users don’t know is that the early explosive growth of Singing Bar, which has attracted 140 million users in the two years of the online launch, has pushed the competition of all types, relying on social fission.
One
In May 2012, the singing bar app was officially launched, and on the fifth day, it rushed to the first place in the Apple App Store China.
Some of the fastest-growing products in 2012 have been selected by the media. Singing is one of them, and the other is the well-known WeChat.
In fact, the early explosive growth of Singing Bar is inseparable from the spread of social platforms. In order to facilitate user registration, Sing Bar has opened multiple social platform account logins, including the hottest Renren, Weibo, and WeChat on the market. Users can share songs on Sing Bar to social platforms with one click.
At that time, Chen Hua said in a high-profile that he would sing around to be a social music company in China and even the world’s best.
Among them, WeChat is worth mentioning. In 2012, WeChat joined hands to sing and hold an online K-song contest. The slogan was “Let ’s WeChat, Sing Together”.
It’s hard to say who made this cooperation, but what is certain is that while singing bar enriched the playability of WeChat at that time, WeChat introduced huge traffic to singing bar.
At the time, some people in the industry speculated that Tencent did not launch its own KTV APP, but chose to work with Singing Bar whether it was affected by the 3Q war or was preparing to invest in Singing Bar.
This conjecture came to an end in a few years.
The national K song established in 2014 relies on TencentTaking advantage of the natural social advantages, after more than two years of rapid development has threatened the position of K song overlord in the past, he began to catch Chen Hua a little caught off guard, and let him re-examine the future of singing-what can we do to make it bigger And live long.
This made him think for a long time, and he missed a lot during that time. Live broadcast, short video, sharing economy, social e-commerce … the entrepreneurial outlet is changing rapidly every day. The same thing is that more and more products appear, even if they are not in the same field, are vying for user time.
The star products such as Ink Weather and Meitu Xiuxiu (mobile version) have experienced huge numbers of users in the same period. “Social attributes” used to be an advantage that distinguished it from other tool products, but now it has become its disadvantage.
Sometimes, singing seems to say goodbye to the Internet-centric stage, and it is constantly being sung.
Chen Hua is not without a sense of crisis, nor is he lacking insight into new things. As a matter of fact, while the online K song business, which is the main singing bar, is constantly being occupied by the rising stars, Chen Hua is also constantly trying new developments, such as investing in Mai Song, Mi Da, and laying out offline K songs. , Launch singing microphone …
“However, it has been conservative in recent years. The most important thing is that we thought we could only do K-songs, which limited ourselves and limited our users’ performance capabilities.” Chen Hua admitted that such restrictions did not come entirely from The frustrations of internal and external listings make it difficult for him to invest too much to “gamble.”
But in fact, the cash flow of singing bar is healthy, and some new businesses that are difficult to understand are also making positive profits.
In other words, Chen Hua is not short of money, but he does not dare to “spend money”.
Second
“Sing it and leave behind”, an Internet analyst bluntly stated, “This kind of behind-the-scenes is not only reflected in the main business being completely overtaken by the national K song. In addition, when the air of live broadcasts and short videos came, singing did Can seize the opportunity and make a breakthrough. “
In the eyes of the outside world, singing has been silent for a long time, even in the current highly competitive Internet, it seems a bit “Buddhist”. Chen Hua also often sees some media reports questioning singing, generally speaking nothing more than singing. Is it? What are you doing?
For example, in an article written by Tiger Sniff a while ago, singing left behind was started from the live broadcast. It is believed that during the thousand-broadcast battle between 2015 and 2016, singing bar launched Mars live broadcast did not arouse a lot of volume.
Chen Hua admits that he has been a bit too conservative in recent years, and he has dared not to gamble on new outlets, but he is not entirely in agreement with the outside world’s voice of doubt.
“Actually, our live broadcast business was done very early, and the overall revenue brought to us by live broadcast is also very impressive. But I think those who question that we don’t have All in live broadcast are wrong, I agree that it is a Good monetization tool, but it is not necessarily the best user product. “
“How much traffic and users can a simple live broadcast product attract?” Chen Hua asked.
However, he also admitted that he took a short time on the short video track. “We did not seize this opportunity.” Chen Hua explained that when Fengkou was up, he didn’t dare to rush into it. He missed the best cut. The timing, when Chen Hua came back, the short video has become a red sea.
“It ’s true (to the late stage) that the challenge is also very big. Now the vibrato and the fast DAU have totaled more than 700 million. Who can compete with them? For us, we ca n’t get any advantages, and we also have Don’t want to compete with them.
On the other hand, the entrepreneurial lessons of Kuxun in the past also allowed Chen Hua to subconsciously limit his business expansion. In 2006, Cool News, which was originally perpendicular to travel search, once expanded aggressively, making 11 search business lines without profit. It put a very heavy burden on the team and finally died down when the economic crisis broke out two years later.
This lesson extends to the era of singing, and Chen Hua once thought that even when doing new business, he could not deviate too far from the main business (K song).
Three
The reasons that make Chen Hua conservative are not limited to this. The poor listing is also one of the reasons that restrains Chen Hua’s hands and feet.
2016 is a watershed year for singing.
This year, the number of singing users reached 300 million, reached the top of the mobile K song APP, and was also chased by capital for three rounds. The reason why VC is optimistic about singing is not only the data, but also the news that singing is about to land on the secondary market.
In 2015, due to Nasdaq ’s low valuation of singing bar, Chen Hua dismantled the VIE structure and set off on a journey back to A. But this road has been extremely bumpy.
“There are many restrictive conditions for listing on A shares, such as how you want to keep your company’s profits to grow steadily and continuously, and income to grow steadily and continuously.” Subject to these two conditions, it is difficult for Chen Huafang Open hands
It was also in 2016 when Singing Bar was busy going on the market that the pattern of online K songs changed. At the end of the year, the national K song announced that the total number of registered users exceeded 300 million, and reached the top of the mobile K song app list.
In fact, the speed of the development of the national K song not only surprised Chen Hua, but also did not expect it. In the book titled “Small Group Effect”, it was written that when the national K song team was first formed, they never thought that they would go beyond singing, and the goal was only the industry second.
According to iResearch data, as of December 2019, the number of independent devices for singing month is 46.47 million, while the national K song is about 170 million, which is three times the former.
If you simply give birth