Network Music market: Although the cake is not easy to eat the copyright yoke Heavy

"The Internet has changed a lot of traditional industries, and now it's music." "The Shrimp music CEO Wang Hao recently in the Shrimp Music platform conference on the Emotion Way."

From cassette, CD to Internet, to mobile music client, people enjoy music channel changing, the network music market expands unceasingly, the market competition also intensifies. In addition to QQ music, Baidu Music, cool dog music, cooler music boxes and other old businesses continue to occupy the main market, the beginning of this year, there are 3 of the old Internet giants involved in the network music: Alibaba through the merger of shrimp Music set up Music division, Qihoo 360 launched 360 music Box; and the traditional Internet portal NetEase launched the main "social" brand NetEase cloud music.

Market: "Cake" is getting bigger

With the development of the Internet, China's network music industry ushered in the golden period of development, more and more enterprises want to "piece" in this market.

The 2012 China Network Music Market Annual report published by the Ministry of Culture shows that the market size of China's network music industry reached 4.54 billion yuan in 2012. Among them, the online music market size of 1.82 billion yuan, an increase of 379%, the user scale of 430 million, wireless music market scale of 2.72 billion yuan, an increase of 13.3%, the penetration rate in mobile users is 66.9%.

Attracted by the increasing market, more and more enterprises began to enter the market to explore opportunities. The Ministry of Culture report shows that as of the end of 2012, China's access to network music-related business enterprises have reached 575 companies, an increase of 27.2%. The network music market is becoming increasingly competitive.

Renowned music critic, NetEase Music senior director Wang Lei in the interview, said that the domestic network music enterprises can be divided into 3 echelon: the first echelon for the QQ music, Baidu Music, cool dog music as the representative of the established enterprises, they have accumulated a large number of users in the years of operation; The second echelon for nearly three or four years the rapid growth of cool music box, watercress music, shrimp music, Dom music and other enterprises, many of them for the player, community-type or circle-type applications, the third Echelon for the new products, to NetEase cloud music, Merlot time, Himalaya, Bedding music, song Taiwan, etc. for the representative, "born" time more than half a year.

Copyright: A heavy yoke

Although the "Cake" of network music is big, it is not so easy to eat.

"At present the domestic access to network music related business qualification of enterprises have hundreds of, but well-known only ten or twenty." Wang Lei bluntly.

The first is the problem of the profit model. Wang Lei's view, "The current network music enterprises need to solve the problem is the innovation of profit model." Even I personally think that the online music market has been formed, because no one company is profitable. ”

"The music industry has so far not been able to find a good form of product that consumers are willing to pay for," said Songko, founder of the wheat Crop music production company. ”

Relevant experts said, although the current China's network music market overall development trend is good, but long time has been unable to make profits of the industry is bound to produce a crisis, the lack of profit model is likely to become the future obstacles to the development of the network music market.

In the profit model to explore the difficult, high royalties also make a lot of network music enterprises deeply stressed.

At present, the music website mainly adopts the way of "packing" purchase, that is, the record company and the music website have negotiated the "Package year buyout price". According to Wang Lei, in recent years, "Package year buyout price" with the near madness of the speed of the year to soar-2012 prices for 2011 years, four to five times times, the 2013 price is even higher than 2010 more than 10 times times, last year, a single music website used to buy Universal, Warner, The copyright of Sony and other record companies has reached tens of millions of yuan.

Industry insiders said that at present, many music websites copyright expenses accounted for the total revenue of 80% to 90%, and some even in the "excess" state-single copyright expenditure is greater than its revenue.

"If such momentum continues, there may even be two or three sites facing acquisitions, mergers and even closures next year," he predicts. ”

Innovation: Out of the dilemma of development

Although it is full of entanglements, but in the network music industry, innovation has never stopped.

Cool dog, YY, etc. have launched the online music performance platform. YY as an example, as of September 30, 2012, YY music services have paid users 355,000 people, music income of 180 million yuan, accounting for the total revenue of 33%.

"In fact, if you can raise the rate of paid users to 5%, digital music industry from the current only hundreds of millions of yuan market development to tens of billions of dollars," Wang Hao said, "Some people say ' music is dead ', but we have confidence that the Internet has changed a lot of traditional industries, now turn to music.

Wang Lei also said that promoting the healthy development of the Chinese network music market and the breakthrough of the network music business model is a long-term project, which requires the whole industry and the competent departments to work together. The Government attaches importance to the network music market and continues to guide, will be advantageous to the market environment further standard, enhances outside to this domain the investment confidence, reduces the network music market financing difficulty. But the network music enterprise and the copyright party should strengthen the mutual trust, establishes the effective coordination distribution mechanism.