Editor’s Guide: Singing has been a continuous entertainment method, in modern society in high-tech development, even without high quality recording equipment, you can also spread the song through the headset and software. Singing and national K songs are two popular singing software, but the development path of the two is different. The author of this article analyzes this and share it with you.
No matter how the times are developing, singing will be a unforgettable form.
For the singer and listening to the song, a set of listening to the song equipment, a place to release his music dreams, one can let your own songs have been heard or hear more people The platform of the song, these, for those who love music, is a warm shelter, and is also a private station when lonely.
And for some people, people’s music dream is a huge business opportunity.
before 2012, KTV is the leading in the music market, and the KTV has a generation of youth of generations by providing audio and video equipment and singery space. However, as people have more and more time, the rhythm of life is accelerated, and large KTV is already out of people’s lives. In May 2012, singing is open, marking people’s entertainment life, officially transforming from the line KTV era.
From the first day of singing, the registration of singing in 5 days will rush to the first place in the Apple App App Store; within one month, the number of users who sing it has been broken. one million level; within a year, the number of users sing it reaches a million unique monthly active users over thirty million. In the Internet age has not yet fully mature in 2012, sing it to eat the first wave of mobile Internet traffic bonus, the first to enter the online K song blue ocean market.
on the list of investment institutions and investment Sing, the star-studded, including not only the Sequoia China, CITIC Capital, King Capital, BlueRun and a series of well-known investment institutions, including even the Hunan Satellite TV the three headed Moderator: He Jiong, Xie Na and Wang Han.
but, to date, it seems to prove to sing their capital: they are wrong.
In January, CSC discloses Sing initial public offering of A shares and listing the basic situation of coaching in the GEM. This is not the first time to seek listing sing it, in fact, in May 2018, CICC has been completed to sing it listed on the GEM of counseling, when everyone is waiting for new sing in the secondary market performance, but in the end a long wait but it is to sing into the silence period. At the same time, sing songs K referendum opponents but went along with the music capital market Tencent, Tencent music business has become one of the most profitable.
Based on the above events, it will be right and all the people duet K song business model launched explain, expose the following questions: Why have scenery sing but now dormant, even if also seek listingSome people pay attention? How much strike has been brought about by singing? Does music + social categories have no future?
First, a bad social panel
Basically all software wants to make social.
For most mobile APPs, social basic discs mean an excellent entrance to user traffic. For singing, it is social, and it is also faithful to social.
In 2012, Chen Hua, who was taken away from Cool News, creating a music community software integrated with K song, Lian Mai, playing, record, live broadcast, etc., that is, sing, at each time The online music market is still a blue sea. Singing soon became the preferred platform for most users online K songs, Chen Hua once said: Singing will be in the music society to do a Chinese or even the most cattle music ecological type company.
Only, the wind is in fullness, forgetting a thing: sing Bar initially rely on the channel of WeChat circle of friends in a part, and Tencent’s business is not familiar with, as long as It is often possible to do first.
In 2014, I gave a heavy blow in 2014. In 2016, the user’s registration of K songs in the whole people has exceeded 300 million. With WeChat and QQ social relations chain, the whole people K song rises, according to the \”2020 China Online K Society Entertainment Industry Development Insights White Paper\” Top of the list.
With WeChat and QQ, the channel fission generated by the two social software, the tip of the headline, is difficult to rely on Ali’s singing duck and the weaving of Mo Mo, it is difficult to live in the number of users and the moon. The quantity of the K songs in the whole people.
In fact, online K song software itself is just a simple K song tool for the user’s meaning, but recognizes that the important software for social functions will tend to tend to social platform. Therefore, \”social\” basically runs through the song from the head.
On the sing, the user can send a private letter to a friend, organize fan groups and groups of interest. This strategy of early singing enhanced the viscosity between users and singars, and also raised the moon of singing. However, the national K songs are further in social function, and the online and offline is in synchronous, coupled with Tencent’s traffic, and more than singing in the number of users, it is not surprising.
Second, the live bonus
can’t eat is not lost in social base, but is missing the transformation opportunity.
Whether it is online K song, short video or live broadcast, in recent years, basic heavy wind tights have grabbed the user’s attention at the time.
We are not difficult to find out, remove the user month by observing the state of the short video and live software.In addition to living, the user’s day is also an important point in all types of short video software demonstrated in the prospectus.
In fact, the daily daily use of the time and the profitability of these software do not matter. Whether it is shake, fast hand or B, advertising revenue has a large part of their overall income structure. For advertisers, the longer the user’s day is used, the longer the time staying in this software, the more likely to browse to the advertisement, thereby generating purchase behavior.
A simple example, a software has 100 million months, but the user’s day is only 10 seconds, that is, the user has opened the software, but only rough use or browsing the following, Leave it immediately. So how many of the advertising advertisements in this software is opened by the user and notice, or even buy? And a software has a million monthly volunteers, and the user’s day is used for 1 hour. At this time, the possibility of users browse to the advertisement is much larger, and there is also an increase in the purchase chance of advertising products. For advertisers, the former can only be used as an investment object, but the latter can carry out a lot of advertising.
In addition, more importantly, the user’s daily average is used to a certain extent represents the user’s viscosity. When each software is doing the attention of the user, who can get more users, who is the last winner.
Because the sprint IPO is scattered, most of the attention and conservative strategy, the singing bar has never placed the business center on a short video and live upload. In fact, as a singer as a tool + social platform, it is possible to become a short video and a head player in the field of live broadcast. The public entertainment properties of singing, naturally there is the possibility of cultivating the head KOL. And \”net red\” and short video, the live broadcast software is a relationship of mutual achievement. These KOL rises in the platform’s domain flow, and then use its own private domain traffic and borrowing platform, bringing topics such as topics, profits, etc., so the algorithm mechanism of most platforms will be more directed to the head of KOL.
Unfortunately, singing is missing this part of the bonus, neither cultivating the leadership leader, and has not let their live broadcasts become leaders in the live broadcast market.
Third, can I save the KTV?
Singing of sleepy beasts is self-rescued.
This self-rescue manner is: from the line to the line.
In 2014, singing and Mai K K KTV jointly launched Mai Mai; 2017, singing and investing in offline mini KTV MINIK, enter the mini KTV market.
Indeed, relative to traditional KTV, mini KTV’s single consumption price is lower, shorter, take advantage of the user’s fragmentation time, especially for students and single groupsAcropolitic attractive is unique to the traditional KTV. Unlike traditional KTV, there is a fixed site selection, mini KTV can be distributed in the mall, supermarket, video game city, underground passage, pedestrian street, etc. The impact on the cash flow of the company is less affected.
According to the media consultation data, China’s online mini KTV market is expected to reach 3.18 billion yuan, which is 92.7% from 2016
. In 2018, the company’s KTV market will continue to grow to 7.01 billion yuan, the growth rate is 120.4%,
achieves a large outbreak of the market.
From this perspective, sing the market to enter the online KTV market, on the one hand, combined with the influence of the line and the mini KTV under the line, and on the other hand is to explore new Profit method. In fact, in the case of the multi-subsidiaries of the Internet, the offline channels have indeed become an important traffic entrance in the entertainment industry.
Only, online + line, still in a new direction of development, how to say, nothing to say. .
The title is from PEXELS, based on the CC0 protocol