Why won the user, but lost the market?
After reviewing the development process of Xiami and comparing and analyzing several competing products, Uncle S summed up three levels of brand operation, which he would like to share with you.
From the “former Alibaba” to the acquisition by Alibaba,
Xiami walked down the altar
I asked a friend of Dachang a few years ago in small talk:
“From a business point of view, which will be better in Xiami, netease Cloud, QQ Music or Baidu Music in the next 10 years?
The friend said: “The rest is not clear, but Xiami will definitely decline, and wait less than 10 years.”
A careless word then, now a prophecy.
There is a good reason for this.
Founded in 2008 by Wang Hao, a former employee of Alibaba, Xiami once had a massive library of 30 million songs. Up to now, Xiami has attracted more than 40,000 original musicians and more than 500 million high-quality song lists…
In terms of the proportion of Generation Z and active penetration rate, Xiami Music is also far more than QQ Music.
In the fifth year, Xiami Music was acquired by Ali.
In 2014, Xiami paid a huge sum for the music rights to the third season of The Voice of China.
The following year, Alibaba set up the Ali Music Group, bringing in Gao Xiaosong and Song Ke as the CEO, ready to do a big job.
However, bad luck, this year music copyright began to be strictly controlled.
Most of Xiami’s music belongs to UGC content, without copyright, and became a disaster area.
When prawn rice users look at a gray playlist, the mood is lost.
Netease cloud from the way out of the kill, opened a “Xiami Music Collection One-key import” function, a time to attract a large number of users.
In the scuffle of this copyright, shrimp rice is defeated.