NetYiyun music, which has always shouted "no copyright" in the past few years, has been widely "sympathized" by netizens because it has created an image of a weak person. Coupled with its good at "feelings" marketing, but also won the support of a large number of young people with a literary heart, it seems that as long as the gray playlist in App brightens, NetEase, Inc Yun music will "jump the dragon door".

NetEase, Inc Yun Music and Tencent Music reached a copyright cooperation with Universal Music at the same time, but the imaginary "collective defection" did not appear. On the contrary, most netizens responded coldly to it. Some people on Weibo Corp conducted a voting survey, and the results showed that QQ Music had more supporters, which was in sharp contrast to the situation in previous years.

Why NetEyun music still hasn't moved most users? The answer to this question is a little complicated. First of all, there is "moisture" in the so-called copyright cooperation; secondly, the moaning without illness in Ziyun village has been laughed at by the whole network group, the "feelings" marketing of NetEase, Inc Yun music has gradually gone out of play, and many users who originally supported it also began to resent it.

The essential problem is that the "shortcut" business thinking in the past has planted a lot of "hidden thunder". With the fermentation of time, the problems wrapped in "tears" are surfacing one after another.

Has the copyright problem been solved?

Answer: no.

As the blogger who initiated the vote said, although NetEase, Inc Yun Music has officially announced copyright cooperation, many of the songs that have been removed from the shelves are still gray.

According to the relevant media, NetEase, Inc Yun Music has actually owned the copyright of Universal Music in the form of sub-license, this time Guan Xuan's cooperation only said that the mode has become a direct grant.

This explains the confusion of many music fans-- why the music library of NetEase, Inc Yun Music does not seem to have changed after the cooperation, and some gray songs are still not "lit". It is obvious that the copyright of these songs is not in Universal. Listen to these songs still have to "change places".

Another key point is that when Ding Lei answered analysts' questions at the Q2 earnings conference in 2020 on Aug. 13, he revealed that the new contract with Global was only one year, while the media had previously reported that the contract between Global and Tencent Music was three years. Of course, the length of cooperation may not have an impact on users' choice of music-listening software, provided that the "own incident" of 2018 does not occur.

When his contract with Jewell expired, NetEase, Inc Yun Music packaged 200 Jay Chou songs for sale at a "package" price of 400 yuan, under the guise of allowing members to listen to Jay Chou's songs for free for life, in an attempt to make another profit before the song was removed from the shelves. as a result, it not only infringed Jewell's legitimate rights and interests, but also hurt the hearts of Jay Chou fans, and never had the chance to copyright Jay Chou songs again.

After this incident, in addition to a large number of Jay Chou fans completely abandoned NetEYun, there are also many platform users for fear of copyright expiration gradually switch to other music platforms. Therefore, many netizens are still cautious about NetEYun's "one-year contract". After all, it is very likely that the copyright of a singer will be removed from the shelves as soon as the dues are paid, and the loss of money is trivial, and the sense of annoyance of being "fooled" is the last thing users can bear.

The copyright cooperation period is short or related to the purchasing power of NetEYun, which actually reflects the reality of weak revenue of the platform. Although NetEase, Inc packaged the data of the music business beautifully in this financial report, it is not difficult to guess the actual revenue of NetEase, Inc Yun Music as long as he is patient with a detailed account.

The net income in the second quarter of the financial report was 18.18 billion yuan, of which the net income of the innovation and other business divisions (including advertising business, NetEase, Inc Yan Xuan, NetEYun music, CC live broadcast, etc.) was 3.73 billion yuan.

As early as last year, it was said that NetEase, Inc's strict election revenue exceeded 10 billion in 2018. Assuming that NetEase, Inc's strict election has zero growth in the past two years and accounts for 2.5 billion of the revenue each quarter, that is to say, the advertising business, NetEyun music, and CC live streaming together are just over one billion yuan.

Referring to QQ Music's financial report, in terms of the overall revenue scale, NetEase, Inc Yun Music is only a fraction of its competitor. Under the background that the high growth period of online music has ended, it is very difficult to reverse the market with such a large gap.

Congenital advantage becomes a congenital hidden disease

Trapped by copyright at the same time, NetEase, Inc Yun music has actually been born with a hidden disease-emotional marketing. In order to gain a foothold in the nearly saturated online music market, the late NetEyun Music chose to take the literary route and use emotional marketing to capture users, which was even seen as its innate advantage at first.

The most classic case is the copywriting marketing in the comment area of NetEase, Inc Yun Music in Hangzhou Metro in 2017. listening to music itself is emotional consumption, which infinitely magnifies the emotional color of App and instantly resonates with most people, followed by the rapid growth of registered users.

However, this rapid growth also has its unique historical background. First of all, the online music App at that time was transformed from PC software and did not have a strong sense of music community, which highlighted the difference of NetEase, Inc Yun music.

Secondly, the governance of pirated songs was not strict at that time, so even if there were not many copyrighted songs on the platform, a large number of grey spaces could solve the problem of listening to songs by "admiring" users, which also made the traffic brought by marketing precipitate quickly.

Later, with the rise of copyright awareness in the industry, some old music APP gradually faded in the early copyright cleaning war, and NetEase, Inc Yun survived luckily. At this time, NetEyun was supposed to learn lessons and quickly consolidate its foundation with copyright, but after tasting the sweetness of "emotional marketing", it continues its "skillful" development strategy by continuously magnifying the "feelings" color of the platform. still choose a small cost from the perspective of access to "public opinion" to make up for the shortcomings of copyright, after all, there are so many songs, what can we do with less copyright?

You know, feelings of this kind of thing, users with a certain level of education to play occasionally, can indeed produce a lot of eye-catching "copywriting". But with the popularity of the user circle, a large number of users who do not have this kind of literacy blindly follow the trend, pushing the "feelings" to the "abyss" step by step. As a part of the platform, it not only did not begin to suppress the "mourning" culture at the initial stage, but continued to add fuel to the flames.

From the pop-up window, "you love listening to music so much, you must be very sad." "this kind of 'official copywriting', which caused discomfort among netizens, to the marketing strategy of" Yuncun comment on the cure plan ", the mechanical labeling practice quickly aroused public disgust. For a time, the discussion on the negative energy comment area of Netizen Yi Yun pervaded the whole network, and it seemed that netizens who had endured for a long time were finally able to vent.

For example, under the songs of NetEase, Inc Yun Music Taylor, someone will leave words like "I am an old boy and an unborn old man", which makes European and American fans feel very uncomfortable. We should know that "mourning" culture is more popular in East Asia. European and American music stars, whether personal or works, almost have nothing to do with "mourning".

Universal Music, as one of the largest record groups in the world, has top European and American brands such as Taylor Swift,Ariana Grande and Justin Bieber, as well as Eason Chan, Leong Ching-ju, Soda Green, Yang Zongwei, Angie Hsieh, Jane Zhang, Jacky Cheung, Stefanie Sun and other heavyweights in Chinese. These people have different song styles, and the proportion of negative songs is very small.

If the comment area of these singers is full of so-called "literary quotations" that make people "toothache", the real fans will only feel puzzled and disgusted when they see it.

The label "feelings" is like a Pandora's box. When NetEase, Inc Yun music is opened, it can no longer be closed. If you don't keep this "brand", most of the early accumulated seed users will be lost.

If we continue to stick to this "brand", we will continue to increase the "dose" to stimulate the "mourning" side of netizens, no matter to the east or west, it is an unsolved problem.

This label is easy to put on, but difficult to tear off.

Conclusion:

Ding Lei said in the conference call, "We should do a good job in the business model of realizing cloud music flow." it is understandable for businessmen to pursue profits, and only if they are profitable can they have the ability to purchase copyrights and maintain the operation of the platform. I just don't know how many points do you play affection card in this business model? I hope NetEase, Inc Yun Music can return to the main channel of healthy and rational music as soon as possible.

Music should not only lose its mind, but also bring sunshine to the soul. Life has been so difficult, why so hypocritical, even more difficult?