[Boxue Valley Learning Record]Super summary, share with heart | Product Manager - Analyzing Kuwo English and NetEase Cloud Music from the perspective of profit model and promotion method
foreword
According to data reported by Industry Information Network, the number of online music users in China will reach 658 million in 2020, of which mobile phone online music users account for 99.74%. The proportion of mobile phone online music users in China's online music users is increasing year by year.
At present, China's online music platforms mainly include NetEase Cloud Music, QQ Music, Xiami Music, Baidu Music, Migu Music, Kuwo Music, Kugou Music, Ai Music, etc. Among them, Netease Cloud Music is a rising star, and it has emerged as a new force focusing on discovery and sharing. Kuwo Music, as a veteran in the industry, has accumulated an industry-leading copyright music library and lossless music library.
Compare NetEase Cloud Music and Kuwo Music products in detail, and analyze their advantages and disadvantages.
Competitive Analysis
profit model
NetEase Cloud Music has a VIP service for users, with a continuous monthly subscription of 13 yuan, a continuous annual subscription of 88 yuan, and a continuous seasonal subscription of 18 yuan. In order to develop new users, there is also a 2.2% discount for new customers in the first month. At the same time, NetEase Cloud supports online purchase of digital albums. When you first enter NetEase Cloud Music, a three-second third-party advertisement will appear. After entering, third-party advertisements may also appear on the top carousel. There will be some game APP advertisements in the last game area of the first-level navigation entrance of NetEase Cloud.
Kuwo Music has a VIP service for users, with a continuous monthly subscription of 15 yuan, a continuous annual subscription of 88 yuan, and a continuous seasonal subscription of 18 yuan. Online listening to books is another VIP service, with a continuous monthly subscription of 1 yuan. After opening the APP, a third-party advertisement will appear for three seconds. After entering, third-party advertisements may also appear on the top carousel. On the "My" page, there is a large-screen advertisement in the middle part, which appears by default, and users can click the cross to close it.
promotion method
Both NetEase Cloud Music and Kuwo Music have Weibo and Douyin accounts. From the Weibo account interface and Chaohua interface, it can be seen that the number of fans of NetEase Cloud Music is much larger than that of Kuwo Music, and the operation of Chaohua is also better than that of Kuwo Music. more mature. In the Douyin account interface, it can be seen that the number of fans and likes of NetEase Cloud Music is also greater than that of Kuwo Music, and the playback volume of NetEase Cloud Video is at least four digits, and the short video playback volume of Kuwo Music is three digits. mostly.
From the above data, it can be seen that the promotion of Kuwo is far inferior to that of NetEase Cloud Music.
Personal summary
On the whole, both products are fully functional and have their own characteristics:
Kuwo Music started very early and has a wealth of song resources. Later, when music apps flourished, in-vehicle music took a different approach and was unique. However, the UI design of Kuwo Music is a bit worse than that of Netease Cloud, which makes users feel uncomfortable to use.
As a rising star, Netease Cloud Music has quickly occupied the market with social functions, comprehensive social functions and reasonable UI design. However, there are fewer copyrights, which affect the user experience.