"The emperor's daughter is worried about getting married": The national K song team faces the problem of "being responsible for profits and losses"

the sharing economy has added fire to the mini KTV, but it is still difficult to hide the difficulties of singing as a popular entertainment consumption at the business model level: the massive collapse of physical KTV and the failure of singing App, which has hundreds of millions of users, to find a profit point. In the face of the predicament, even the national singing team of Tencent's internal business is also faced with the realistic pressure of "the emperor's daughter is also worried about getting married".

original title: commercial problem of online singing: Princess is also worried about marrying

sharing economy has added fire to mini KTV, but it is still difficult to hide the shortage of singing as a mass entertainment consumption at the business model level: physical KTV has collapsed on a large scale, and singing App, which holds hundreds of millions of users, cannot find a profit point. In the face of the predicament, even the national singing team of Tencent's internal business is also faced with the realistic pressure of "the emperor's daughter is also worried about getting married".

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460 million registered users, but the whole people's singing is not like Arena of Valor's "high profile". Such a product that focuses on online singing, both internally and externally, is in danger of success and failure all the time.

such a typical Tencent internal entrepreneurial product, "there are dozens of similar entrepreneurial projects within Tencent every year." Only a few were killed, and most of the projects died after the failure of the competition. " Li Chun, director of national singing products, said.

specific to national singing, Zhang Wei, senior operations director of the product, recalled that at the beginning of the business, there were two similar products in Tencent, including web products in the form of games, including external developer products connected to Tencent's open platform. "although the competition is not as early as Wechat, there are seven platforms to do together, but it is indeed very fierce."

in fact, even if you get out of Tencent's internal system. Today, after the merger of Tencent Music and China Music Group, there is a rival to Kuwo singing, which belongs to the same system. Overseas, Tencent has also laid out an online singing product that focuses on Southeast Asian markets.

Li Chun said that before starting a business, the national singing team has two choices: one is to do online singing based on QQ Music's existing structure; the other is to launch an independent App. In the end, the whole people sang and formed an independent army, but at that time, a more real consideration at the top was that such a team could be "responsible for its own profits and losses", and even considered to avoid the failure of starting a business to affect the mature platform.

"We have survived the growth of our users so far, and for now, we do have the last laugh." Zhang Wei admitted frankly.

but it is not easy to endure. Li Chun recalls that in the early days of national singing, the purpose of instrumentalization and entertainment was more, and socialization was just an attribute of the product. On the second day of launch, the number of national singing users exceeded 200000, but then a large part of it was lost at a rapid rate.

the team has to change its thinking and begin to build a social-centered platform, transforming from tool products to social products. Social networking has become the biggest moat of national singing. Based on the precise promotion of Tencent social platform, it has transformed some potential singing users, and then through spontaneous content upload and sharing, so that the product can be spread and retained more effectively.

but in fact, from the earliest 30-member team to the current 100-member team, national singing has just begun. After gaining the blessing of Tencent's social relationship chain, and after gaining hundreds of millions of users, the bigger problem facing national singing lies in the true sense of "self-sufficiency in profits and losses".

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Li Chun said that when making this product at that time, he entered a Red Sea market.

this point has not changed today. the singing bars, singing songs and karaoke people standing on the market …... Are all searching for their own livelihood.

singing bar, as the biggest competitor of national singing, has more than 430 million users and continues to attack at the business path level, transforming simple offline singing into multi-line modes such as singing bar App, singing bar live studio, singing bar microphone hardware, singing bar mai song KTV physical store and so on.

the most noteworthy is the physical store model that runs against the city with the O2O east wind. At the end of 2014, Sing Bar and Mai Song jointly launched the "Song Bar Mai Song" KTV brand.

according to Liu Zhiwei, founder and CEO of Songba Maisong, Songba Maisong has signed more than 200 stores (including direct stores, franchise stores and crowdfunding stores), covering 39 cities in China, is the first KTV chain brand in the country, and plans to open 1500 stores within five years.

despite the diversification of business, singing bar App is still the most profitable business. It adopts a mode similar to live broadcast reward, which mainly relies on the "gift" function in App. When users hear their favorite songs, they can recharge gold coins for gifts and give them to singers.

however, the singing bar, which is planning to go public, has been dormant for a long time. According to the latest news, in the first half of this year, the singing bar has found China International Capital Corporation to complete the third phase of listing counseling. Industry insiders pointed out that the fastest singing bar will submit A-share listing applications by the end of the year and wait in line for next year's IPO.

preparing for listing means that Songba's performance has reached the level of A-share profits in the past three years, but it is also a double-edged sword, which also means that Songba has to control costs and is a little passive in market competition.

especially at a time when sharing KTV or mini KTV is hot.

in 2017, the singing bar announced an investment of tens of millions of yuan in Aimei Technology, an operator of Mini-karaoke kiosk "Mida minik", while Youbao online immediately increased its investment of 60 million yuan in "Yousong".

as the operator of the singing bar entity joint venture store, Liu Zhiwei admitted that the mini karaoke kiosk is more like the "self-exuberance" of one or two people, and cannot replace and subvert his target market. Instead of completely denying the format, he described his attitude as "cautiously optimistic".

it is said that Maisong will soon launch a mini karaoke kiosk "MY SONG audition Room". The biggest difference from other mini KTV is that this audition room is free of charge, but allows members to wait or experience when passing by, so as to improve user satisfaction.

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New things are constantly emerging, but there are not too many choices for singing bars or singing for the whole people, and the paths are even more or less the same.

from improving the recording experience to launching live short videos, paying for VIP and signing artists, in the three years of starting a business backed by Tencent, national singing has caught up with almost every demand and outlet.

the national karaoke will select anchors and contracted artists with a certain singing level for packaging. Recommend this new song sung by the singer in the task system of national singing, as long as the user completes the audition of the song, he can get a certain virtual currency reward, and eventually a song can be sung in a large number in a short period of time, thus mass production of online celebrity songs.

according to reports, with the help of the national singing platform, vegetarian musician Lu also paid for a single that sold more than 100000 on the first day of launch. More than 277 singles included the single, with more than 2400 fan comments, more than 15000 K dollars and 14000 fresh flowers.

in addition to creating a vegetarian IP, the commercial exploration of national singing also includes the opening of VIP members, cooperation with offline mini K rooms, and the development of a TV version of the living room scene.

Zhang Wei introduced that in the future, the entire system of offline mini KTV brand "friendly singing" will be integrated into the national singing system. After joining the national singing system, on the one hand, you can know how to sing better, on the other hand, you can synchronize it online and share it with more friends. "I hope Yousing can extend the offline scene for us, hope that they can complement our offline scene, and hope that our users can also sing in some more professional devices."

extend singing to all scenes, but only if it is socially centered. Zhang Wei believes that offline mini KTV also needs to be connected to a social scene, which does not end after users sing and retweets it to moments, but also needs to be synchronized to online to share with more circles of people, so that it can settle down.

in fact, like singing bar, national singing has also created a microphone hardware. The greater comparative value is that in the context of the convergence of business models, it has become a competition between product details and user experience.

Edit: mary