Founder Wang Hao also left his own son in 2016 to join NDB.
Just like those lovers who have broken up, if they don’t grow, they will probably get separated for the same reason no matter how many times they break up and get together.
From the first defeat, already foreshadowed the future, Xiami again and again by the situation abandoned.
By 2016, Alibaba was again focusing on Xiami, but users were already relying on other apps.
Want to take back the market now?It’s not that easy.
By the end of 2019, Alibaba had moved on to invest in Xiami’s rival in love, netease Cloud.
The tide was set.
In 12 years, Xiami went from a start-up company to a leader in the industry, and then was acquired and quit the front line.
Can stand the praise, also can stand the doubt, also had the struggle on the downhill slope.
It’s just that in all of this, a lot of people think it’s just copyright.
But in fact, the copyright itself, is only a part of the brand strategy.
In my opinion, in its fine, just is xiami has been Bingzhuo small brand perspective.
If, like me, you’ve studied enough corporate brands and seen enough of their ups and downs, I think you can see that you can’t make a big brand out of a small brand.
Do the brand of three levels.
Take xiami and its competitors netease cloud music, QQ music for example, the three brands just correspond to the 3 layers of the brand segment.
Now, let me give you a rundown.
First of all, let’s talk about Xiami. It used to be the first in the industry in terms of the number of users and user stickiness. Why do I think it is the perspective of making small brands?
The first point is that the audience of Xiami itself is a minority.
The earliest Xiami music was called EMUMO, which means EARN MUSIC&MONEY, allowing musicians to make money from their music.
Some loyal users will also say, “Xiami is made by musicians, other software is made by product managers.”
Musicians can be professional, but they are a minority in the crowd.
There are even fewer fans who really understand musicians.
Enveloped audience, from the very beginning is doomed to the ceiling of brand scale.