Editor’s Guide: Singing has always been an enduring entertainment method. In a modern society with high-tech development, even if there is no high-quality recording equipment, the singing can be transmitted to the Internet through headphones and software. Sing Bar and Quanmin K Song are two popular singing softwares, but their development paths are different. The author of this article has analyzed this and shared it with you.
Editor’s Guide: Singing has always been an enduring entertainment method. In a modern society with high-tech development, even if there is no high-quality recording equipment, the singing can be transmitted to the Internet through headphones and software. Sing Bar and Quanmin K Song are two popular singing softwares, but their development paths are different. The author of this article has analyzed this and shared it with you.
No matter how the times develop, singing will be a form of popular entertainment that will never fade.
For singers and people who listen to songs, a set of listening equipment, a place where you can release your music dreams, and a platform where you can hear your singing by more people or hear more people’s singing, these, For those who love music, it is a warm refuge and a private radio station in loneliness.
For some people, people’s music dreams are a huge business opportunity.
Before 2012, KTV was still the dominant player in the music market. By providing venues equipped with audio-visual equipment and sight-singing space, KTV captured the youth of generation after generation. However, as people become more and more fragmented and the pace of life accelerates, large-scale KTVs have been separated from people’s lives. In May 2012, Sing Bar was born, marking the official transformation of people’s entertainment life from the offline KTV era to online.
Since the opening of the registration on the first day of Sangba, within 5 days, the number of registrations for Sangba has rushed to the first place in the Apple App Store in China; within one month, the number of users of Sangba has exceeded one million; one year; Within this period, the number of users of Sing Bar has reached 100 million, and monthly active users have exceeded 30 million. In 2012, when the Internet era was not yet fully mature, Singba ate the first wave of bonuses from mobile Internet traffic and took the lead in entering the blue ocean market of online K songs.
In the list of investment institutions and investors in Singba, Starlight Glimmers, not only includes a series of well-known investment institutions such as Sequoia China, CITIC Capital, Jinding Capital, and Blue Run Ventures, but even includes the three masters of Hunan Satellite TV. : He Jiong, Wang Han and Xie Na.
It’s just that, today, singing it seems to prove to the capitals: they are wrong.
In January this year, China Securities Co., Ltd. disclosed the basic situation of Changba’s initial public offering of A shares and guidance on listing on the ChiNext. This is not the first time that Sangba has sought to go public. In fact, in May 2018, CICC had already completed the guidance for Sangba’s listing on the GEM. At that time, everyone was waiting for Sangba’s new listing in the secondary market. Performance, but in the end what is waiting is to sing and enter a period of silence. At the same time, Sing Bar’s rival Quanmin K Song followed Tencent Music to the capital market and became one of Tencent Music’s most profitable businesses.
Based on the above incidents, this article will explain in detail the business models of Duo Sing Bar and Quanmin K Song, revealing the following questions: Why is the once-satisfactory Sing Bar now dying, even if it seeks to go public, few people pay attention to it? How big a blow did the national K song turn out to sing it? Is there a future for music + social software?
- A bad social disk
Basically all software wants to do social networking.
For most mobile apps, having a social basic disk means having an excellent entrance to user traffic. For singing, it starts from social, but also loses to social.
In 2012, Chen Hua, who ran away from Kuxun, created a music community software that integrates karaoke, mic, sing, recording, live broadcast and other functions, that is, sing it. At that time, the online music market was still a piece of cake. Blue Ocean, Sangba quickly became the platform of choice for most users of online K songs. Chen Hua once said at the time: Sangba will be the best music eco-company in China and even the world around music socialization.
It’s just that Singba, which is in the limelight, has forgotten one thing: the initial development of Sangba relied in part on the channel fission of WeChat Moments, while Tencent’s unfamiliar business areas only rely on social basics. Yes, they are often able to do it later.
The launch of Nationwide K Song in 2014 gave Sing Bar a heavy blow. In 2016, the number of registered users of Nationwide K Song exceeded 300 million. Thanks to the social relationship chain of WeChat and QQ, Nationwide K Song has risen rapidly, according to The “White Paper on the Development of China’s Online K-song Social Entertainment Industry in 2020” shows that the monthly activity of the national K-song accounted for 77% of the total number of the online K-song industry, and reached the top of the mobile K-song APP.
Relying on the channel fission generated by the two social softwares of WeChat and QQ, Yinyu backed by Toutiao, Duck singing backed by Ali, and Weaving Music backed by Momo are all difficult to match the number of users and monthly activity of the nation’s K song. Contrast.
In fact, online K song software itself is just a simple K song tool for users, but software that recognizes the importance of social functions tends to function more on social platforms. Therefore, “social” basically runs through Singba from beginning to end.
In Sing Bar, users can send private messages to friends, organize fan groups and interest groups. This early strategy of Sing Bar increased the stickiness between users and Sing Bar, and also improved the monthly life of Sing Bar. However, it’s not surprising that Nationwide K-Song has gone a step further in terms of social functions, online and offline simultaneously, coupled with Tencent’s traffic support, surpassing it in terms of the number of users and monthly livelihoods, it’s not surprising.
Second, the unavailable live broadcast bonus
Sing Bar is not a loss in the social basics, but a missed opportunity for transformation.
Whether it is online karaoke, short video or live broadcast, in recent years, basically the hot air outlets have grabbed users’ attention at that time.
By observing the prospectus of various short videos and live broadcast software, it is not difficult to find that, in addition to user monthly activities, the average daily use time of users is also an important point for various short video software to show in the prospectus.
In fact, the average daily usage time is not unrelated to the profit structure of these software. Whether it is Douyin, Kuaishou or Station B, advertising revenue accounts for a large part of their overall revenue structure. For advertising providers, the higher the average daily usage time of users and the longer they stay in the software, the more likely they are to browse advertisements and generate purchase behavior.
A very simple example, a software has 100 million monthly activities, but the average daily usage time of the user is only 10 seconds, that is, the user opens the software, but only roughly uses or browses the following, and then leaves. So how likely is the advertisement placed by the advertiser in this software to be opened and noticed by the user, or even to make a purchase? And a software has a monthly activity of 50 million, and the average user usage time is 1 hour per day. At this time, the user is more likely to browse the advertisement, which also increases the purchase probability of the advertisement product invisibly. For advertisers, the former can only be used as investment objects for open-screen advertisements, while the latter can carry out a large number of advertisements.
In addition, the more important point is that the average daily usage time of users represents user stickiness to a certain extent. When every piece of software is doing its best to grab the attention of users, whoever can get more attention from users will win in the end.
Because the sprint IPO distracted most of Sangba’s attention and conservative strategies, Sangba has never focused its business on short videos and live broadcasts. In fact, using Sing Bar as a tool + the tone of a social platform could have become a leading player in the field of short videos and live broadcasts. Singing is a popular entertainment attribute that naturally has the possibility of cultivating a head KOL. The relationship between “net celebrities” and short videos and live broadcast software is a mutual achievement. These KOLs emerge from the public domain traffic of the platform, and then use their own private domain traffic to feed back the platform, bringing a series of economic benefits such as topics and profits to the platform. Therefore, most of the algorithm mechanisms of the platform will be more biased towards the top KOL.
It’s a pity that Singba missed this part of the bonus. It neither cultivated top opinion leaders nor made its live broadcast business a leader in the live broadcast market.
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Can offline KTV save singing, right?
The trapped beast is still fighting and sing to save itself.
The way of self-help is: from online to offline.
In 2014, Sing Bar and Mai Song KTV jointly launched Sing Bar Mai Song; in 2017, Sing Bar invested in the offline mini KTV Mida miniK and entered the mini KTV market.
Indeed, compared to traditional KTV, mini KTV has a lower single consumption price and shorter time, making full use of the fragmented time of users, especially for students and single groups who do not often go to traditional KTV. Attractive. Unlike traditional KTVs that have fixed location requirements, mini KTVs can be distributed in shopping malls, supermarkets, video game centers, underground passages, pedestrian streets and other densely populated areas. At the same time, the initial investment of mini KTVs is smaller and the investment payback period is shorter. The impact on the company’s cash flow is small.
According to iiMedia Consulting’s data, the scale of China’s offline mini KTV market is expected to reach 3.18 billion yuan in 2017, compared with 2016.
An annual increase of 92.7%. In 2018, the offline mini KTV market will continue to grow to 7.01 billion yuan, with a growth rate of 120.4%.
Achieve a big explosion in the market.
From this perspective, Sing Bar’s entry into the offline KTV market is on the one hand combining online influence with offline mini-KTV, and on the other hand, it is exploring new ways of making money. In fact, with the gradual decline of the Internet demographic dividend, offline channels have indeed become an important traffic portal for the entertainment industry.
However, online + offline is still in a new direction of development, and it is difficult to say for the time being.
This article was published by @ Internet those things original. Everyone is a product manager. Reprinting is prohibited without the author’s permission.
The title picture comes from pexels, based on the CC0 protocol
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