Shrimp Wang Hao: how do I venture in the hardest industry to carry out the music in the end?

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I black Horse Note: Wang Hao is the CEO of shrimp, but also China's earliest, most determined digital music pay advocates and executives. This is the 12 floor of Block B to Wang Hao's interview, in this article he shared his own entrepreneurial journey: How to change from the code farmers to the CEO, shrimp is how to solve a problem to have the present achievements.

Part 1: From the yard farmer to the founder of the shrimp

12 Floor, June.

Wang Hao Hello, welcome to participate in our sharing.

Wang Hao

Hello everyone, I am Wang Hao.

12 Floor, June.

The subject of our conversation can not be separated from music. We know that you began to do music early, dating back to 1998 years early. At that time, you made a "voice net", that website can introduce?

Wang Hao

"Sound Network" is my first website, at that time is to give you an introduction to Hangzhou underground music website. The earliest use of a variety of free space, self-study HTML production static display page, and then hang a message board program, very simple. Bong's Gu Yu at that time also with us to play the band Ah.

Sophomore summer when a day in the rehearsal room was bitten by a dog, bite the finger on, can not play the piano, idle nothing on the writing code. So began to self-study PHP, translation PHP manual, but also very no system, and no money, to find some companies to work, do Web pages, earn a little Money, 2001 pages, are static, at that time no one wants dynamic good.

Junior began to formally write the Forum program, has been to do a senior, as a graduation project, and then do it after a lot of people to play, because the content of the site is very young, are playing team and literary youth come, soon the fire. Anyway, I learned to write programs.

41 years in a company internship, write Delphi, dry for more than a year left, the main is to learn nothing, take my person is a graduate student, code style is called paste copy stream, there is nothing to learn, I am playing MySQL, they are still in access.

12 Floor, June.

Have personality, what is the forum? Sounds good.

Wang Hao

That forum is really good, although there are bugs, but there are some oh, post, quote, vote, send a map or something. At that time, there are tens of thousands of registered users, online a good hundreds of, that is 2001, Hangzhou, the first forum is me, Gu-Yu is a forum of our opinion leader task, recording at home to do music, and singing. Are talented people ah, but indeed the era of the forum has passed, although there are people, but indeed not the original lively.

12 Floor, June.

Has the time of the forum passed?

Wang Hao

The forum is not as lively as before, the children have grown up, work went. My words, 02 choose to start a business, do a selling instrument website. Earn a little money, three thousand or four thousand a month, more than work to earn more, time is also free point, every day over the United States time.

03 is because I think the electricity business should have a good, but I do not want to sell their goods, want to go to Alibaba study, when Alibaba has been quite large, nearly thousands of people scale. To Ali, work is to write programs, write Java.

I also like to write code, but I write code has a problem, too active, I often finish their functions, and help others to change the code. The most hate others template inside disorderly write table, see the unhappy I get rid of, so the boss let me develop a good faith pass function, the result I smoothly to the front-end reconstruction, but not like now so division of labor clear.

12 Floor, June.

The original integrity of the front end of a version is you change ... How do you choose to start a business in Ali so well?

Wang Hao

Yes, the code has been written for two years, very unhappy, although I am very active, the movement is fast, the boss also appreciated, but I was a lot of bugs Ah, think too fast, hands can't keep up. So the boss advised me, do not write code, do demand analysis to go, in fact, is between the product manager and programmer in the middle of a role. Lee was also the product manager, in 03, I entered the first company Alibaba product manager is he. At that time the product manager was relatively junior, so I was in the internal promotion of my cropped UML. To UseCase as the core, now Alibaba, Taobao internal UC system is my lap, now still in use, of course, a bit different, but the foundation has not changed.

I have never been a cow B programmer, I still fit to do product manager, but by 07, indeed a bit annoying, no breakthrough point, and business-to-business things, I think enough, the boss did not let me go to Taobao, Alipay, so there is no power.

I began in 06 to think Peer-to-peer things, 07 think through, and people have found, so go out and do their own most interesting ah, at that time, we are mainly the next film Ah, I do not like BT, more like emule, and Kazaa. We just want to be able to make a music peer-to-peer.

At first we were 6. My general manager, Zhu Seven tube content, think practice tube operation, three programmers, in fact, are partners, our shares are similar. Everyone pay the same money, every month to send 3000 wages, entrepreneurship began.

Part 2: The past life of the shrimp

12 Floor, June.

Did you ever think about how to make money?

Wang Hao

Paid download Ah, in fact, is not making money. My selling point: We are a closed peer-to-peer system that you have to pay to download. In fact, you look at the current PT, essentially the same, the core is to save your time, you can download the fastest time to high-quality content, do not spend time in a variety of messy resources to pick.

Originally, all music downloaded on the Internet, as long as you are willing to spend time, I also downloaded a good hundreds of g of music, but too tired. Download down the wrong to delete, why. Shrimp now download Basic or around this idea: pay, but I absolutely guarantee you download the quality.

12 Floor, June.

From the user point of view, the 12 floor you think this logic is set up, but how to solve the copyright?

Wang Hao

This is the biggest problem, where the start-up companies to talk about copyright Ah, you know where to talk about copyright? Ah, the big record company ignore you. But then again, we do not pay royalties Ah, a record company with you 1 million, we are bankrupt Ah, this is the issue of copyright in China.

We want the model to be like this: I am here to pay the download, and the record company to settle according to the download volume. My income, according to the proportion to them, which is actually the most reasonable, and the whole China TMD we are doing a fee ah. But the record company does not think so, they want to collect a sum of money, you are to take to free download or how he does not want to tube, also can not control, because Baidu so good example in front, they all forget.

So, this paid download is actually not tenable. Because I did not open, on the back of tens of millions of of the copyright fee, then this industry where there are entrepreneurs willing to come in? The real piracy, but rogue in the end, no one did it.

12 Floor, June.

Music investors don't seem to want to come in?

Wang Hao

So it's sad. However, our Peer-to-peer model has a benefit that helps us accumulate a lot of content in a short time, really high quality. So within a year, the shrimp became the largest and most complete Web site in China, plus I and Zhu Seven are data control, so the quality of the content of the domestic people really like music attracted to come.

12 Floor, June.

What about the early payment downloads?

Wang Hao

We are paid, just not enough to pay royalties, and now we are transformed, we are music service providers, I say, shrimp now a year's income is probably enough for us to pay last year's royalties, hahaha.

This year's price hike is too outrageous, there is a lag, anyway, copyright is so, we respect the copyright, but found that the most injured by copyright, this year's income enough to pay my last year's royalties. Now the scale of copyright is billions of dollars, we basically pay, we feed the record company Ah, comrades.

So we began to transform: specifically from the paid download into a VIP mode, from a single user pay to a variety of profit models to explore, users do not pay, can not let merchants to pay. Taobao you bought something, such as 100, the merchant sent you one months Shrimp VIP ah, but to tell the truth, the industry to truly benign Xunhua, or to C-terminal pay.

Because music is a universal demand, there is no business can support the people of the country for free meals, this is the same truth, but the C-terminal pay still need to wait. The other is the whole Chinese people's living standards to improve, cultural consumption must be based on people's lives to meet the food and clothing, which is why we joined Ali. Alibaba has to do a high degree of electricity quotient, old hundred letter buy kind of almost, the future is cultural consumption, this is the new lifting point.

12 Floor, June.

What is the biggest change that Ali brings to the shrimp?

Wang Hao

Rich, spine hard! Earlier, we did not even Jay Chou, because Tencent bought up their copyright, we have to respect the copyright Ah, but also hope that all music platforms like us to respect the rules. This year, we bought up the Rolling Stone and the sound, and will buy more later. However, you see QQ is not because we bought a Rolling Stone and the line Emil Song Ah, this is China's copyright status quo.

The moving end of the shrimp will be the next big revision, large refactoring, more mobile. It is still not enough to move thinking, and everyone is seriously homogeneous. We change a player background switch, not a few days everyone copied away, off-line music package is also improving, some bugs.

Part 3: Facing the future, the music to the end

12 Floor, June.

What do you think of Feng selling tickets online?

Wang Hao

Very good, we also want to do. But do not come over Ah, 100 of ideas waiting to do it, happy to do very good, this is an industry trend.

12 Floor, June.

Does that mean the record company is going to fail?

Wang Hao

No, the record company is going to be a mini in the future. How did the three albums come from? In fact, it is through the integration of resources, he can sell MJ to the whole world, this is the ability. But the internet age, this ability is meaningless.

And the record company another function is to make music and cultivate new people, this is precisely the past 10 years the record company to give up the matter, they do not raise musicians, recording division, also do not find new people, save costs, so they killed themselves.

Now the independent musician, is a mini record company, so the shrimp to push the music platform, we help you spread, help you find fans and fans found. To help you interact, and finally to help the musicians to make money, we are the biggest marketing platform, this is what we want to do. At present, there are more than 5,000 musicians.

12 Floor, June.

Does the mobile end make a music person app alone?

Wang Hao

Independent musicians can not be picked out alone, to do an app, it is wrong, independent musicians must be mixed with other musicians to AH.

Whether it's a comparison or a mix, it makes sense for users to be convenient. I heard Jacky Cheung, the next one to me a Song Dongno, this is very good ah. The works of indie musicians are no different from other popular songs, so we can't do racist things. Users just want to be simple, to hear all the songs they love on one platform, and the platform needs to know themselves well enough.

12 Floor, June.

The intelligent recommendation of shrimp is very interesting, tell us about it

Wang Hao

This is the core of the shrimp Oh, 100% by calculation, do not rely on the label, there is no artificial classification, really rely on the algorithm. We do not know, now understand this is called cloud computing.

However, it is not very smart at the moment, this is the recommended strategy issue, we used to be a strategy for all people, and later on different people with different strategies. Our recommendations are based on your collection, simply to find the user base that tastes the same as you. They like, you should also like, but different user groups, there will be a difference.

So now we have to enrich the recommendation strategy, and one thing we can prove is that we are extremely bull B. See the shrimp similar artists, are calculated. Like Vanessa, playing the violin, you see his similar artists, are playing the violin, we do not have anything to play the violin tag ah.

Again, the label is not accurate, such as you say sad song, may be 1000 sad reasons, but perhaps I think this song good happy Ah. So, labels can only be used for themselves, no group value

The fruit Flies

Can the algorithm take care of the mood?

Wang Hao

We are trying to calculate, at present can not say, but you may feel that, such as your lovelorn, want to listen to quiet songs, I lovelorn like listening to happy songs.

12 Floor, June.

All right, this is about the same time today, thanks Pumpkin.

Wang Hao

OK, thank you, everyone, welcome to pay attention to the shrimp!