Can domestic mobile music be profitable

Absrtact: First meeting with Dan at a friend's house three months ago, Dan Brody is the president of Spotify East Asia and the first employee of Google China. Chat in a friend said I used to do the music industry, Dan smiled and asked me: Do you think there is a play in the mainland?

First meeting with Dan at a friend's house three months ago, Dan Brody is the president of Spotify East Asia and the first employee of Google China. In the chat, my friend said I used to be in the music industry, Dan smiled and asked me: Do you think there is still a play in the mainland?

I replied: "There should be, will not always have no chance?"

The reality has always been so sad.

But in recent time the Internet music jumped out to grab the mirror. First, before Lee Colling throws a sentence: the future of Internet music will be 5 times times the income of the game, the first attempt to blow up new bubbles; then the introduction of watercress radio charging service caused hot debate, the previous period of time Lava Radio High-profile announced on a platform of the public chip mode, 14 days to finance 3.35 million angel investment; In recent days Ding Lei suddenly announced that NetEase's mobile internet ticket will be betting on mobile music social.

For a time the industry is a riot, many people think that mobile music has now seen the dawn of large-scale profit outbreak. Are you really coming? I personally tell my personal judgment from the former music industry practitioners (who have done film and television soundtracks, guitarists and record company bosses) and the current Internet entrepreneur.

Music in the field of mobile Internet display form, than in the traditional internet, there are indeed some innate advantages. For example, the mobile phone itself has been widely recognized as a music player, the traditional MP3 portable player has actually been integrated into the phone. Listen to music with your cell phone, it's natural to act on the user.

Carries the music content the audio file carrier, also very suitable in the mobile domain dissemination, relatively obtains the file the flow cost not to be too high, moreover along with the flow expense gradual decline, the cost will drop even lower.

The innate condition has never been so superior, the domestic mobile music can obtain the profit, in the author's opinion, the following three points are crucial:

First, the attitude of the government

I have to say that the plight of the Internet music industry, and even the downturn of the entire music industry in the mainland, is fundamentally caused by the government's negative attitude.

Why can't the government grab the music rights and let's all have a good time? I think it's because we don't matter to them, at least not as much as the ensemble system. It can also be understood that whether or not internet music can be profitable depends largely on the government's desire to make you profitable.

And let me really see the industry to change the hope, is a message with the different news: Jiayin investment 850 million set up Evergrande Cultural group, Songko into Evergrande Music as managing director.

I am more optimistic that China's music industry environment in the next 5-10 years, there should be a relatively large improvement.

The key question is, will such a situation quickly turn into positive? I think it might be more patience to wait and see. Domestic property developers in the past two years to hit the money to buy a football player to buy a coach, the national football team is still not a miserable match. I'm afraid it will take more patience to wait for a qualitative change in the environment, I think at least 5 years to look back.

Also, if possible, suggested that the direction of the music entrepreneurs, preferably in advance with the relevant government departments, or have the right to speak of the institutions, individuals to reach a more confident.

Second, the attitude of netizens

About 07 When I started to do record company, hired a girl in her early 20 to do promotion assistant, this girl typical Beijing bottom spray girl, chasing star, ideal is to do star broker, work every day must be open the speaker music. One day I held the attitude of investigation asked her: If one day, you use these QQ music, Baidu, electric donkey are beginning to charge, you will pay to download to listen to?

"I won't listen," she said with a serious twist and a big stare.

I was still a little surprised when I heard the answer, so the people who couldn't leave the music would be so strongly excluded from paying. But this is really a kind of social bottom of the typical view: online music from the beginning is free, with the news, novels, pictures are the same, if you charge, is bullying, is to counter the popular and for! Again, music this thing, with it is also in boredom to pass the time, without it also can live, The vast majority of ordinary living budget is limited, can save points on the province, can be stained with a little cheaper, if you charge, the most boring when I read the novel to watch the video, do not spend money on the line.

Let social grassroots netizens change their habits to pay for music, it is a short-term task can not be completed. At least my years of observation are supportive of my current pessimistic judgment. The combination of user behavior and national identity makes it almost impossible to download paid downloads that target only audio files.

I look forward to richer and faster music services, but don't talk to me about money! This is the true attitude of most Chinese netizens.

Even if these mainstream free download channels are blocked, diligence and wisdom of the Chinese nation still have policies under the policy, must learn to circumvent the new method of paying for music documents; others say that if the country is to legislate as soon as possible, the illegal downloading behavior of the Internet is classified as an illegal crime, and everything is solved, This is also the country's national conditions to think too simple. Now download Mao tablets can also be detained in accordance with the law, if strictly enforced, a police car parked in your office downstairs, basically the entire building of men can be legally detained.

Thirdly, the localization and innovation of the model

Since the mass users have basically lost the possibility of simply paying for music, what about the way of thinking?

We take a look at the current mainland claims to have a profit of these: yy music is not actually relying on music to profit, but using a more close to 9158 of the online nightclub model, to make money for the rich; QQ music, as always, to earn the bottom of cock silk Group of money. Recently asked a former QQ music product owner, he confirmed that if Tencent for the QQ Music Guide the flow of the past is also regarded as cost, then they must be losing money.

Several foreign music-earning internet companies, Spotify and Muve are streaming music models, earning money by unpaid members with no advertising, and several music stations and community-sharing, which are made to make money from the user's Apple Store-paid downloads, which are at home, due to different environments, I am afraid it is not possible to set up, direct copy to will be dead.

But I believe that the advent of China's intelligent machine era, but also must evolve to adapt to this era and our environment, and with the Western case is very different, and perhaps even compared to some of the more exotic business model. Just like a few years ago someone moved a computer to the gate of the big city site, dedicated to those who do not have the conditions to download music on the mobile phone MP3 file, 10 quick money, the most popular songs in your village are all there. Almost 0 of the cost of making a substantial profit. It relies on the careful observation of specific groups and the commercial sensitivity of adequate grounding gas.

In the ecological environment of China, Internet products want to make money from users, either to help the poor people at the bottom of society, to save money to the extreme, or to help the top ranks of the rich, to maximize the experience and efficiency of spending; plus a middle-class, cock-and-dime community that helps not the top-tier rich, Let them spend as little money as possible to get a poor psychological feeling with the top-tier rich. The Mobile music field wants to profit, also certainly cannot escape these three directions.

In a word, I do admit that the mobile music field is facing the opportunity of the change of the Times, but under the complicated circumstances, how to explore and complete the profit direction of the mode of Chinese characteristic is the key point that needs to be considered.