"Sing It" Economics: Karaoke is the rigid demand of Chinese people

Chinese may be the world's most love karaoke group of people, now, if you have a mobile phone or tablet computer can be directly open to sing, even to KTV this process is omitted.

In the first season of the "good voice of China" stage, students Li Dai by a song of "My Song" popular; coincidentally, a nameless singer in the mobile phone "sing" platform put a "My song" in the Out of tune version, because Chen Yao a comment on "I have to cry," he also once became a tens of thousands of fans of the network Reds.

Sing, known as the mobile phone "KTV" is this year's "explosive" popular app software. It was online just 5 days after the jump to the app China total list first, has been kept in the forefront of the total list, every day has more than millions of users, sing the CEO Chen introduced its users are "Li Yuchun" and "Li Yuchun" fans.

As a free app software, "sing" The wealth value is being recognized and evaluated, and the Internet on the ktv--of the country's first online karaoke platform 9158 Poly Music Network has long been muffled rich, steal music. Last year's "9158" annual turnover of more than 400 million yuan, the monthly average operating income is more than 50 million yuan, and its online users have exceeded 50 million. From the network and mobile network data, let Chen this never sing, rarely go to KTV technology otaku identified, singing karaoke is the Chinese enduring rigid demand.

"In addition to micro-mail, micro-blog, there seems to be no need to install the software, I would like to be a mobile phone standard software." ”

Chen, in fact, is a wave of internet entrepreneurship, he has worked in Microsoft Research, Alibaba, has also created a vertical search site cool News. The success and failure of the past has not prevented him from seeing this opportunity to move the Internet. "In addition to micro-mail, micro-blog, there seems to be no need to install the software, I would like to be a mobile phone standard software." ”

Chen and his team were working on the product by taking out software that sold a good price on a foreign mobile internet. They found that the 3.25 billion-dollar square company now relies on its headset jacks to insert a small device that reads credit card information to make mobile payments, the largest online payment system in the United States, and Instagram, a 1 billion dollar takeover by Facebook, The use of mobile phone camera shooting function, assisted by a variety of landscaping technology, so that ordinary people can also make a particularly beautiful photos to share with each other; the current valuation of 700 million-800 million dollars in Foursquare is a mobile phone using GPS positioning features, To allow users to share the location of the various business information location sharing Services site ... What excites this group of geeks is that every gadget on a smartphone, such as a camera, microphone, GPS, horn, or even headphone jack, can open up a huge market opportunity.

Speaking of the current situation of China Mobile Internet, in Chen, micro-letter instead of QQ, MSN and mobile phone messages, complete the function of friends Interactive; micro-Bo undertook the original network media functions, to give everyone a speech, the platform to disseminate information. So in the blur, they are looking to design a entertainment tool, so that everyone can use the mobile phone to enjoy the feeling of relaxation, decompression. 15 months is Chen and his team's product exploration period, in the mobile phone's "International landscape" and "Chinese characteristics" between the locked intersection zone, and constantly looking for the possibility, repeatedly ruled out, sorted, they decided to do a "landscaping sound" software to entertain love singing karaoke people.

China lacks offline social venues, except KTV, where people have little place to go, rich cats at home, and poor cats in internet cafes.

Draw something, an app software that makes friends by painting, is a marvel of app use this year after just 6 weeks of being bought by game giant Zynga for 200 million dollars. But the rapid rise in the software's decline has also spooked investors.

"Sing It" will become the next fast up and down the "Draw Something" Mody? Chen is very confident. Because compared with the technical threshold of painting exchange, and innovative ways of making friends, singing is the expression of human beings more eternal and instinctive expression, but also a low threshold and the existence of a distant form of entertainment. Singing k is the mainstream of Chinese entertainment, sociologists Shoujun This behavior as "the Chinese character is mostly quiet, conservative and serious." It is not necessary or even strange for us to express our feelings through words to family and friends, so the crazy karaoke in China becomes a social norm whether for love, entertainment or decompression. Chen says he has recently been telling his investors about the difference between how Americans and Chinese entertain. "The American way of entertaining is if you love to sing, organize a band, rock in the basement of your own house, sing your own song, and it's a creative form of entertainment they're advocating." The Chinese people do not have such a broad living space, so we have to get together, sing and sing the same song, than who sang better. After all, the Chinese in their own home to sing rock is noisy upstairs downstairs. "and" 9158 "CEO Fu also affirmed the underground conclusion: the United States Popular Party, offline social development, China lacks offline social venues, in addition to KTV not how many places to go, rich cats in the home, the poor cat in the Internet café.

Offline, everyone K song, who will be online KTV users? Sing it the user 60% is a woman, is about 20 years old, love to sing show themselves, have Star dream Girls, their role in reality are students or white-collar. So sing the interface to show the girl fan. Chen believe, beauty come, love to see beauty, listen to beauty singing fans of the otaku will naturally come. "9158" of the user 90% is male, according to Fu expression is love extravagantly performance heroic small bosses and idle to see beauty singing from small town netizens and urban workers, so "9158" network interface in the subtle expression of sensory stimulation.

The friendship between the Idol singer and the fan, tamp down the user's loyalty to the software, this is also the foundation of the legendary 75 million Dollar Foundation and its future profit model.

Chen and his team in the design of the "sing" This product process, found that the Chinese people love to eat together, singing, the picture is alone Lele as the public Lele. "We are in the design of products, trying to be in the details of the consumer in the KTV to restore the pleasant feeling." For example, sing it also has a ' big ' screen, when you sing, the mobile phone screen will use the form of slides to play your set of photos to meet your star feeling. And you sing, the software will immediately inform you, your song to the national percentage of the people defeated, so that a person lonely singing mood to transform, give you a kind of joy of the Lele. When you put your own songs on the platform, if singing a good singing in particular will naturally have flowers and comments; or now on this open platform, you can also choose a friend to sing a song, feel the end of the world at this time the exchange of pleasure. ”

Before and after the launch of the software, there are several similar singing software, such as "K-song talent" and so on line, singing it can stand out from the reason is that it is not just a singing software, but more emphasis on the "members of the song" Social. It is said that sing the star singer, everyone opened a number of QQ group, daily interaction with fans, report whereabouts, each other to meet the love of vanity and love onlookers enthusiasm. The friendship between the Idol singer and the fan, tamp down the user's loyalty to the software, this is also the foundation of the legendary 75 million Dollar Foundation and its future profit model.

Singing can play the list, there is a competitive list. The rivalry between Idol singers will cause fans to send flowers to give gifts and help idols win the place. These virtual gift way, Chen said not to rule out later may have to pay, sing the future may choose to sell virtual goods profit model. Such a profit model by Fu known as "ambiguous economics", a person in the KTV female anchor birthday gave her the cost of 500,000 yuan 1128 virtual aircraft, this is the true story of 9158, and these users on the network to buy virtual goods consumption is 9158 of the important economic source.

The same selling point, perhaps the same profit model, led people to say "sing" is the "9158" on the phone. Chen is not willing to make such comparisons and associations with others. "9158 of the population are people who have a strong desire to consume. Singing people in order to earn money to sing there, watching the user is to enjoy the pleasure of sensory stimulation. The person who chooses to sing is just to enjoy the music here. 9158 content is part of the small audience entertainment requirements, and sing it is a popular entertainment software. "Obviously, Chen is not willing to take the beauty as a big selling point, although see beauty singing, may be singing the future of a big profit points."