In 2001, Zhang Wanting, China's sixth-generation director, made a film about Beijing's underground rock: Beijing Le and Lu.
Bongo first came into contact with the film in a college elective class, starring Wu Yanzu, Shu Qi, and Geng Le. To tell the truth, it is difficult for me to associate the names of these three people with the label of underground rock, but I was shocked to see the arrogant line of "a manly husband, do not drink a share of wine, do not earn money, and do not bubble small troubles".
Zhang Wanting has been sensationalizing and filming slightly roughly, but when the rebellion, disillusionment and redemption of Chinese rock are shown to us bloodily, this kind of strength that goes straight to the bottom of cultural life still makes me cry every time I look. There is this dialogue in it:
While walking through the cave, Michael (Wu Yanzu) asks Pinglu (Geng Le): "Is the characteristic of Beijing rock "fierce?". ”
Pinglu said: "The characteristic of Beijing rock is 'poor'! "
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In 2012, Ding Lei, who had spent a long time, wanted to engage in rock and play music, and the better news was that he was not poor at all. You know, Ding Sanshi himself has a very strong musical complex, like music, in addition to asking employees for some unpopular music, the mobile phone also downloads Spotify, MOG, Rdio and other music applications. This Year's Spring Festival, Ding Lei was on vacation in the United States, wanted to listen to some high-quality music, and found that all the Chinese music applications could not meet his requirements, so he planned to make one himself. After returning to China, he found Wang Lei of iQiyi, impressed and persuaded him to give up his high salary to make this product.
Wang Lei later revealed to the media: In fact, regarding Ding Lei's personal understanding of music, I did not have such a particularly consistent opinion with him. For example, he thinks that no one in China loves to listen to rock and roll, but I don't think so. When he came to me to make this product, he also knew my background, I had worked in traditional media before, I had worked in a record label, and he needed someone with experience in that area to do something like that. I also once asked him why he didn't find an IT guru to do such a thing as all music products, and he said that he didn't want to make music products into a pure technical analysis thing, and he said that it was no different from other products, so he asked me to do it.
Wang Lei, former senior director of NetEase Cloud Music
Later things everyone knows, under the leadership of Wang Lei, NetEase Cloud Music, as the latest music service in China, has killed a blood road. From scratch, it took only 4 years for users to exceed 300 million.
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Recently, Trustdata, a well-known mobile big data monitoring platform in China, released the "Analysis Report on the Development of China's Mobile Internet in the First Half of 2017", which interprets the latest development trend of China's mobile Internet with detailed data. Among them, the extreme differentiation trend of mobile music APP has attracted the attention of the industry.
As a high-frequency application field, the scale of mobile music users showed a steady growth trend in the first half of 2017, with a peak DAU (number of daily active users) of nearly 150 million. It is worth noting that although the total number of mobile music users showed a steady growth trend in the first half of 2017, the growth trend reflected in a single music APP was significantly different. Kugou Music, QQ Music, Kuwo Music, etc. all experienced a year-on-year decline in MAU (monthly active users) in June 2017, and NetEase Cloud Music still maintained nearly twice the high growth.
Trustdata data shows that in June 2017, NetEase Cloud Music MAU increased by 163.3% year-on-year, making it the fastest growing APP in mobile music applications. In the mobile music application MAU ranking, NetEase Cloud Music ranked among the top three in the industry in the first half of 2017.
At the same time, under the background of the continuous decline in the monthly retention rate of many new music users, NetEase Cloud Music has made efforts to socialize music, and the user retention rate has grown against the trend, and in 2017, it ranked first in the industry.
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NetEase Cloud Music's curve overtaking seems to be expected, and it can cultivate 300 million users in 4 years to a large extent due to the good reputation of the masses. More than once, Bongo has seen friends on major social platforms to praise "NetEase Cloud Music is a music software with attitude and temperature and human touch." ”
For example, die-hard fans most often praise cloud music is the "daily recommendation" function: after you listen to what songs, NetEase Cloud Concert recommends some songs that suit your tastes, many of which may not have been heard, but they are indeed suitable. This can make people surprise every day and want to see it every day.
It should be emphasized that unlike the big data machine algorithm of other products, NetEase Cloud Music is a combination of manual recommendation and machine recommendation. No music product can be 100% accurate in personalized recommendations, or completely satisfy users. However, the use rate of netease cloud music personalized recommendation function reached 75%, and the recommendation accuracy rate reached 80%.
There is also the interface design of NetEase Cloud Music. Wang Lei once introduced to the media: THE UI should be completely different from others, and the biggest demand for differentiation. We have tried the cassette to do our UI, also tried to use the CD to do the UI, but also tried to use vinyl records to do the UI, in the color selection above, at the beginning we determined that the background color of the UI should be red, because it is in line with the primary color of NetEase, on this basis we tried a variety of colors, and finally found that the black and red matching is more textured, the design likes to use such a color, so finally determined to use vinyl records as UI.
Bongo also shared a detail with you here:
The speed of the vinyl record in the playback interface is actually adjusted by Ding Lei himself after hundreds of experiments. Ding Lei said: "There are a lot of product details we will do it to the extreme. For example, just a visual feeling, have you noticed the speed at which the vinyl record rotates? Someone did the effect turn very fast, the result of the user feels that the heart flutters and flutters and jumps is not happy, but I, the person who adjusts the speed, looks more cool, so I turn at this speed. ”
Details determine success or failure, it can be said that NetEase Cloud Music is nuanced enough for the user experience.
In addition, timely user feedback, the update speed of the music library, comments, foreign use, community management, etc. all constitute the reason why NetEase fans like it.
Screenshot source: Zhihu users BzJ, Mori
Knowing that the user Young Luo is even more like to express his love for NetEase Cloud Music in one sentence:
"I spent a year liking Kugou and three months getting used to QQ music, but I spent a day falling in love with NetEase Cloud and decided to take root! About NetEase Cloud Music, it starts with reviews, falls into recommendation, and is loyal to character! ”
Of course, if NetEase Cloud Music can better solve the copyright problem, there will be more users.
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In the circle of content, NetEase Cloud Music and its users enjoy themselves;
On the road of marketing, the gameplay of NetEase Cloud Music is also talked about in the circle.
A few days ago, NetEase Cloud joined hands with Nongfu Shanquan to launch the first limited edition music bottle. This is netease cloud music from the 400 million music reviews, the highest number of likes of the 8,000 music reviews; According to the three criteria of concise text, easy to print, young and interesting story, and detached from the song itself can be understood, 30 touching comments were finally selected and printed in 400 million bottles of Nongfu Spring natural drinking water bottle, so that each bottle of water has its own music and story.
Not only with the consistent literary and artistic routines, NetEase Cloud Music has also injected black technology elements into it. Each music review has its own unique QR code, and scanning the QR code will appear in its own playlist.
NetEase Cloud also uses AR technology to create a starry sky, as long as you scan the pattern of the bottle, your mobile phone screen will become a semi-virtual sky, as long as you click on this starry sky, there will be random music reviews.
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In addition to this new joint marketing, NetEase Cloud Music's "heaven into the earth" some time ago is a textbook case of scenario-based marketing.
On March 20, 2017, NetEase Cloud Music carefully selected 5,000 high-quality music reviews from thousands of reviews in Yuncun
It is covered with a special train on Line 1 of the Hangzhou Metro, and the entire Jiangling Road subway station. For a time, the strong impact and communication force triggered the resonance of countless Hangzhou people and the envy of countless foreigners.
Even the staff who arranged the "music review train" also found resonance and fun in the music review. According to the staff, while arranging the subway decorations, they watched these music reviews, and felt that the work had become fun.
Staff member Xiao Liu said, "Like Xue Zhiqian's "Ugly Eight Monsters" song music review' 'want to say to the early roommate, ugly eight monsters ah ah, can you not turn on the light', as soon as I saw it, I took a picture and sent it to the roommate, it was 666. ”
In June this year, NetEase Cloud Music even chartered an airplane!
It and Yangtze River Airlines jointly created the NetEase Cloud Music "Music Jet" for the first time in Shanghai Pudong International Airport, with the theme of "Take off, the power of music". On the same day, the "music plane" set sail for the first time from Shanghai Pudong International Airport and flew to Hainan Sanya Phoenix International Airport.
On the luggage rack and small table board of the "Music Plane", 18 god-level UGC song lists selected from NetEase Cloud Music are printed. According to the Staff of NetEase Cloud Music, these song lists are combined with machine screening and manual screening from NetEase Cloud Music's 400 million song lists, with an average playback volume of more than 10 million, mainly in a relaxed and interesting style, aiming to break the same dull feeling in the cabin and make the journey no longer boring and boring.
Marketing with product ideas, considering user feelings, and letting marketing projects bring their own value, this is the idea of NetEase Cloud Music in marketing activities.
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Let's go back to the beginning of the story.
Zhang Wanting, 16 years ago, used a shaky lens to record the mournful road of Beijing's underground rock;
4 years ago, Ding Leilu Lanyi used the "conscience of the industry" in a music software to open up a road to the sky;
We can't define whether rock, rap, blues, jazz, these once niche music and musical phenomena gave birth to NetEase Cloud Music, or whether NetEase Cloud Music absorbed hundreds of millions of cold but eager to embrace hearts to have a home to warm each other.
But I have to admit that although rock and roll is still poor, it is optimistic and beautiful enough in netease's music world. Don't believe you see --