Recently, a rumor that Shrimp Music will close next year has attracted much attention. Once upon a time, Shrimp Music used more than 300 minutes per capita per month, ranking first in the industry, surpassing NetEase Cloud Music, qq music, national k songs and singing bars, but now, Shrimp Music has become a "down-and-out aristocrat", which is lamentable.
In addition, with the rumors that Shrimp Mi may be disbanded on the hot search, and the online music industry in which it is located has also returned to the public eye, how will the industry pattern evolve? Who's still fighting in this industry?
On November 29, a netizen certified as "the manager of nova Entertainment and the former marketing director of Warner Music/Universal Music China" posted that it was rumored that Shrimp Music would close in January next year.
Source: Screenshot of Weibo
Subsequently, the topic of shrimp music or dissolution quickly appeared on the hot search, netizens have said: "Hope is not true, shrimp rice carries a lot of memories of the early years", "won't it?" What about albums I bought on it before? "I hope the shrimp live".
On November 30, in response to the above rumors, shrimp music related people on the same day said in an interview with China News Weekly: "No comment."
Industry insiders analyze that the online music market pattern, "the overall situation has been determined", in Ali's big plate, this is still a "small dish", such as "turning over" is extremely difficult or extremely costly, I believe that not only Ali, but also any other giant will also make a choice at a certain time node, shutdown, dissolution is not impossible.
Some insiders also believe that compared with QQ Music and NetEase Cloud Music Platform, the users of the Shrimp Music Platform are relatively narrow, concentrated in the field of professionals, lack of popular user base, if the Ali business ecology can not assume the role of drainage, and then work hard to continue is also a chicken rib.
In fact, in recent years, Ali's support for Shrimp Mi is not as good as NetEase Cloud Music.
According to Tianyan, in September 2019, NetEase Cloud Music received a $700 million b2 round of financing led by Alibaba, and subsequently, NetEase Cloud Music has cooperated with Alibaba system businesses such as Youku members, Alipay, and Ali Pictures' data platform Lighthouse Pro.
On the eve of this year's Ali 88vip Membership Festival, NetEase Cloud Music reached a strategic cooperation with Ali 88vip, and NetEase Cloud Music Vinyl VIP Annual Pass Rights and Interests officially joined the 88vip Annual Ecological Rights And Interests Package. During the event, new and old Users of Alibaba 88vip can receive NetEase Cloud Music Vinyl VIP rights and interests on their member homepages.
According to the official website of Shrimp Music, Shrimp Music was founded in 2006, when it was called emumo, which took the meaning of earn music & money, and later changed its name to Shrimp Music. In 2013, Shrimp Music was acquired by Alibaba Group.
With the blessing of Ali Capital, in 2014, Xiami Music spent 30 million yuan to buy the music rights for the third season of "The Voice of China". In 2015, Shrimp Music merged with Everyday Sound to form Ali Music. In 2016, the joining of celebrities such as Gao Xiaosong, Song Ke, and He Jiong brought a large number of fans to the Ali online music platform.
At that time, Shrimp Mi Music attracted many young people with its high-quality and high-grade song list. Ali Music has also gained a place in the online music market through shrimp rice and daily sound.
According to zhiyan consulting data, in the market share of China's music streaming platform downloads in 2017, Tencent ranked first with a market share of 65.2%, NetEase Cloud Music ranked second, and Ali Music ranked third with a market share of 9.2%.
Source: Zhiyan Consulting
The good times are not long, with the founder of Shrimp Music Wang Hao being transferred to nails, the daily listening team collective resignation, the online music industry into the era of legalization, and the continuous growth of Tencent Music and NetEase Cloud Music, Ali Music missed the opportunity, and Shrimp Music was gradually marginalized.
Zhang Xiaorong, president of the Institute of DeepInn Science and Technology, analyzed China Newsweek that the decline of Shrimp Rice began with a copyright battle a few years ago. As a veteran music platform, Shrimp Music has been committed to supporting original music and musicians since its inception. The earliest batch of independent musicians in China relied on shrimp music to let more people hear their works. However, for more than a decade, Shrimp Music has been lacking in innovation, always adhering to the original consciousness, and becoming a niche community. This "old-school" approach has led to fewer and fewer copyrighted works.
Zhang Xiaorong further said that in the early days, Shrimp Music allowed users to upload music resources to the music library independently, and with the introduction of a policy by the National Copyright Administration in 2015, requiring online music service providers to stop disseminating unauthorized music works and take offline unauthorized music works on the platform. As soon as this policy came out, not only Shrimp Mi Music, but also platforms including QQ Music, Kugou Music, Kuwo Music, NetEase Cloud Music, etc. have successively fallen into the copyright war. In this copyright war, Shrimp Music lost power, and most of the singers' music copyrights were pocketed by QQ Music and NetEase Cloud Music. As a result, a large number of songs of Shrimp Mi Music were removed from the shelves, and the two giants of qq music and NetEase Cloud Music rose.
According to the "2019 Domestic Online Music Community Research Report" released by Aurora Big Data, the first camp represented by QQ, Kugou, Kuwo, and NetEase Cloud Music has a penetration rate of 8% and mau (the number of monthly active users) reaches 80 million; Shrimp Music falls to the second camp, and Migu Music has a penetration rate of 1%, as well as 8 million mau. Among them, qq, kugou and kumei are all tencent online music software.
Source: Aurora, China Commercial Industry Research Institute
According to Tianyancha, the current affiliates of Shrimp Music are Alibaba (Hangzhou) Cultural and Creative Co., Ltd. (hereinafter referred to as "Alibaba Cultural Creation"), Hangzhou Alibaba Music Technology Co., Ltd., and Hangzhou Alibaba Music Technology Co., Ltd. is a wholly-owned subsidiary of Beijing Alibaba Music Technology Co., Ltd.
In October 2019, Gao Xiaosong stepped down as the chairman and legal representative of Beijing Alibaba Music Technology Co., Ltd., not only that, Alibaba CEO Daniel Zhang, Alibaba cfo Wuwei and others also withdrew from the ranks of Ali Music directors.
In Zhang Xiaorong's view, online music is only a niche market, not suitable for too many platforms to enter the game, it is easy to have a winner-take-all, in 2019, there was also a rumor that Shrimp Music and NetEase Cloud Music merged, but then it was not resolved.