Product Analysis Report ｜ Netease Cloud Music, Differentiating Routes to Create a High-quality Music Community
Netease Cloud Music chooses a differentiated route, strengthens users’ UGC social attributes through high-quality song lists, comment areas, Mlog and other content, creates a high-quality mobile music community, and creates social resonance and psychological dependence for users.
Directory:
- Product architecture
- market analysis
- User analysis
- Functional analysis of core advantages
- User pain points and function optimization suggestions
- summary
Netease Cloud Music is a product officially released by Netease on April 23, 2013. It is a music product that focuses on discovery and sharing, and relies on professional musicians, DJs, friends’ recommendation and social functions to create a brand-new music life for users.
Netease Cloud Music chooses a differentiated route, strengthens users’ UGC social attributes through high-quality song lists, comment areas, Mlog and other content, creates a high-quality mobile music community, and creates social resonance and psychological dependence for users.
Slogan: Yes, good times! The power of music!
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The functions of Netease Cloud Music are mainly divided intoManage music, discover music, video module, cloud village socialization, account management.Five parts.
There are two ways to discover music:
- First, users independently search and select songs through Banner publicity on the home page, song charts, new songs and new discs, and listening to songs.
- Second, the software makes personalized recommendations based on users’ listening tastes and singers, such as private FM and daily recommendations, with precise algorithms. The song list and Mlog recommendation on the home page are also completely around the users’ listening preferences, and these functions are all serving users to find their favorite music more easily.
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Figure 1
From 2014 to 2019, although the growth rate of online music market in China has decreased year by year, the whole market scale has been expanding. According to the data of August 2019, the market scale will reach 12.44 billion yuan in 2019. With China’s policy to strengthen the management of online music copyright, the younger generation’s awareness of payment and their high demand for music and entertainment, the payment rate of online music services in China has increased from 0.4% in 2013 to 6.5% in 2019.
Figure ii
Figure 3
With the rapid development of the Internet era, the scale of online users continues to grow, and people’s demand for online music services is also increasing.
According to Figure 4, there were more than 580 million online music users in 2019. However, as the growth rate of user scale slows down and enters a stable stage, the overall situation tends to be saturated, and the competition within the industry is becoming more and more fierce. In the future, high-quality music service and personalized listening experience will largely determine user retention.
Figure 4
Due to the popularity of mobile devices, compared with the traditional CD records, the public now prefers to use APP to listen to music on electronic devices, and the functional requirements for music software are more diverse and comprehensive.
From listening to songs and downloading, it has developed into a one-stop experience of watching videos, karaoke, interacting and socializing, and watching concerts. When choosing a music software, users will consider copyright, sound quality, social function and many other aspects, and these users also decide the development trend of online music-mobility and socialization. The mainstream online music platform began to continuously and deeply participate in the production of music content, and actively opened up the upstream and downstream of the music industry chain.
Figure 5
At present, the main competing products of Netease Cloud Music are QQ Music, Cool Me Music, Cool Dog Music and Xiami Music. From Figure 6, we can see that Tencent’s software has entered the market earlier, coupled with rich music library and huge user scale, occupying an absolute dominant position in the market. Tencent’s strong social attributes have also created a good UGC environment for its music software, attracting a large number of young users.
Figure 6
Figure 6 shows that although the market share of Netease Cloud Music is far less than that of QQ Music and Cool Dog Music, it only accounts for 15% of the market share. The coverage rate of users in the same field is only 40%. However, it ranks first in the average daily running time of users in Figure 7, and it is also the only software that exceeds 30 minutes. According to seven wheat data, during the three months from March 9 to June 5, 2020, the overall download trend of Netease Cloud Music Day was above QQ music and cool dog music, and the monthly user activity growth rate was also in the first place.
Figure 7
Figure VIII
Figure 9 shows that Netease Cloud Music’s user satisfaction rate is 84.4%, ranking second. Its standard, high, extremely high and lossless sound quality has been affirmed by users and received the highest praise. Combined with the above data and Figure 10, it can be seen that although Netease Cloud entered the market later than competing products such as QQ music and cool dog music, it has occupied a place in the music market with its diverse music socialization and successful marketing methods, and its high-quality UGC content and song quality have also gained high reputation from users. However, its disadvantages are also very obvious. The small scale of music library and insufficient copyright resources are the fatal defects of Netease Cloud as a music software.
Figure 9
Figure X
（1）B2C
Netease Cloud currently focuses on B2C profit model, such as digital album, paid download of single, paid form of membership, etc. And cooperate with mobile operators to launch the function of listening to songs without traffic to attract users.
Cloud Music Mall is divided into integral mall, Welfare Society and Regular Mall. Users can earn points by signing in or completing tasks, and purchase designated products in integral mall. The regular shopping mall mainly buys daily necessities, music equipment and surrounding areas through the amount.
Cloud Music also opened a ticketing system for users’ pain points. When clicking on the singer’s homepage, you can see the musician’s recent performance time and place and purchase tickets.
（2）B2B
B2B profit model is mainly reflected in the use of user traffic to attract businesses to advertise and gain income. For example, banner and open-screen advertisements on the home page mainly promote new albums, new songs and Netease’s own products.
(1) Gender distribution
According to Figure 8, Netease Cloud Music accounts for 64.11% of male users and only 35.89% of female users.
Figure VIII
(2) Age distribution
Compared with QQ music, which is the main force after 00, the main users of Netease Cloud Music are young people after 90 and 95. Users aged 25-30 accounted for the highest proportion, reaching 35.4%. Followed by users younger than 25 years old, accounting for 33.3%. The proportion of users over 30 years old is about 31%.
The post-90 s and post-95 s are mainly young people who have entered the workplace or are still in college. They usually have abundant energy and strong desire to express themselves. Whether it is making a song list, interacting in the comment area or making a dynamic, the UGC platform of Netease Cloud Music can well satisfy their creative desire and expressive desire.
Figure 9
(3) academic income
As can be seen from Figure 9 and Figure 10, Netease Cloud has a relatively high proportion of college and undergraduate users, and its monthly income exceeds 8,000 yuan by nearly 20%. It can be speculated that Netease Cloud is generally preferred by users with high education and high income, and such users are relatively more aware of music copyright and more willing to pay for online music.
Figure X
(4) user region
According to the data in Figure 11 and Figure 12, Netease cloud users are mainly in East China and South China, followed by Central China and North China. Guangdong, Zhejiang, Jiangsu and other economically developed coastal areas account for a relatively large number of provinces. First-and second-tier cities have the characteristics of rapid Internet development, convenient access to information and developed economy, and the corresponding users have more purchasing power and are more willing to pay for music. While paying attention to the quality of life, they also like to socialize and share, and the UGC community culture dominated by Netease Cloud just meets the needs of users.
Figure Xi
Figure XII
Xiaojinnv, 15 years old, is a high school student in Liaoning. Usually open Netease cloud at night. He prefers the themes of Korean songs and hit dramas, mainly collects other people’s song lists, rarely creates them himself, and doesn’t comment on songs very much. I usually find new music through private fm, and I like the video function of Yuncun best. I often can’t stop when I brush the video at night.
Shan Er, a 19-year-old college student in Hangzhou, is a fan of Chinese music. I first learned about Netease Cloud through Weibo and used the software for three years. I love to interact with other fans in the comment area. I will bring topics and cloud circles to find people with the same interests, and I often make my own song list. I usually find new songs through daily push, and I like Netease Cloud’s heartbeat mode best.
Tim, a 21-year-old male, is a college student majoring in music engineering in a university in Shanghai and a Netease cloud musician. Senior high school started to use Netease Cloud, got in touch with electronic music, and got to know many electronic music producers on Netease Cloud through song lists, private messages and other functions. In 2017, I began to teach myself to make audio tracks with computers at home. At present, more than 40 original music works have been released on Netease Cloud.
Xiao Songnan, 25 years old, is an employee of a company in Jiangxi, a heavy user of Netease Cloud, and a European and American musician. As long as you have time, you can open Netease Cloud to listen to songs or update the news, and the number of fans exceeds 500. I mainly attract fans’ attention by making beautiful pictures and pushing songs in Yuncun. I often collect information by myself, recommend a niche treasure singer to everyone through the form of Mlog, and also make my own song list to share with the dynamic.
Mr. He, male, aged 32, is an employee of a state-owned enterprise in Henan. It was first recommended by a friend to know about Netease Cloud, usually listening to songs during commuting to work or leisure time. Mainly rely on the official new song reminder and home banner to understand new songs. I listen to more Cantonese songs every day and occasionally comment. My favorite function is Netease Cloud Radio.
1. Research results
This user survey interviewed 10 Netease cloud users, including 6 students, 4 employees, 5 men and 5 women. The respondents ranged in age from 14 to 36, covering high school students, college students, new office workers and the middle class. The users were content recipients, content producers, Yuncun community experts, original musicians, etc. Four of them were deep users who had used Netease Cloud Music for more than 2 years.
The interview mainly uses three main usage scenarios, namely content consumption, content production and interactive social interaction, as the breakthrough point to explore user needs. The interview results of five users intercepted by the author are shown as follows:
User survey results
2. Survey summary
(1) Understanding channels: Six users said that they were recommended to download by friends or relatives, and the remaining four learned about Netease Cloud Music from the app store or other social platforms. The recommendation ratio is high, which shows that Netease Cloud Music has a good reputation among users.
(2) Usage scenarios: All 8 users mentioned night, followed by study, work and solitude.
(3) Comments: Almost all respondents said that they would use the comment function, indicating that they could find resonance in the comment area, and only one never read comments.
(4) Dynamics: Six users said that they would post at least one dynamics every month, four users rarely or hardly post, and three users said that they would join the cloud circle when posting dynamics, so as to find friends with the same interests.
(5)Mlog: According to the interview data, the main audience of Mlog is students and new office workers. When browsing Mlog, users pay more attention to the pictures on the cover. Compared with words and sounds, users are more willing to praise and forward exquisite beautiful pictures. Three users said that they often made Mlog, and thus gained a certain number of fans.
(6) Song list: 6 users have made 1-3 song lists, 2 users have made more than 3 song lists, and 2 users have never made song lists. In terms of song list collection, all 10 users said that they had collected at least one song list.
(7) Personalized recommendation: Except for a few recommended by officials or friends, the vast majority of users said that they found new music mainly through daily push, private radar, similar singers and song list recommendation. Seven users expressed satisfaction with the personalized recommendation algorithm of Netease Cloud, four listed the heart mode as their favorite function of Netease Cloud, two were insensitive, and one felt that it was sometimes inaccurate.
(8) Improvement: Three users said that the function bar of the play page could not be customized. Two people find it inconvenient to find their favorite albums. Two digits reflect that the private message function is simple and the message cannot be withdrawn. There are 2 bits reflecting that the saved Mlog pictures are watermarked, which affects the look and feel.
Through interviews, the author understands the habits and preferences of users in daily use of Netease Cloud, and summarizes the core advantages and functional highlights of Netease Cloud, as well as the pain points and expectations of users in the use process. Next, the author goes fromYuncun Socialization, Song List and Personality RecommendationThese three core advantages and functions are described.
Netease Cloud Music has been focusing on the mode of "music+socialization" from the beginning, and interest itself is a good starting point for making friends. In recent years, it has paid special attention to the improvement of UGC’s social attributes, allowing users in the station to form their own social circles, making friends with fun and increasing user viscosity.
(1) Comment area
The function of Netease cloud comment area has long been praised by users. It is not only a pleasure to listen to songs while flipping through the comment area, but also you can often see high-quality popular science in the background of songs in the comment area. The comment area provides a platform for listeners to share their feelings after listening and express their emotions, and it is one of the earliest features of Netease Cloud.
And after the update and optimization in recent years, the reviews can be viewed in three sorts: recommendation, hottest and latest, which solves the problem that the previous hot reviews are occupied by early reviews and the new reviews cannot be popular. The comment reply is also improved to be displayed directly below the original comment, making it more convenient, clear and intuitive for users to communicate in the comment area.
Netease cloud comment area
(2) Dynamic
Music is often inseparable from memories. When you hear a familiar melody, the scene of listening to music in the past will also come to your eyes. Netease Cloud provides a service similar to music diary, which allows users to post their own trends on their personal homepage, forward a song with words and pictures, record the mood of listening to the song at the moment, and make the audience have a deeper dependence and sense of belonging on the platform, which is an advantage that QQ music and other platforms do not have at present. In the dynamic, you can also share your own songs and release videos to attract more fans to like the collection and forwarding.
User dynamics
(3) Cloud circle
In view of the fact that the number of users’ friends in Yuncun is small, the release dynamics are not watched and the amount of praise is low. In 2020, Netease Cloud’s new online cloud circle function perfectly solved this pain point. Users can choose to join the corresponding cloud circle when publishing the news, which is similar to the role of Post Bar and Weibo Chaohua, so that the same singer, the news of the same theme and Mlog can be included in the corresponding cloud circle, so that creators can gain higher exposure, better encourage them to continue publishing content, and at the same time get to know more like-minded partners, which will give full play to the social function of Yuncun.
Dynamic interface
Cloud circle
（4）Mlog
If listening to music while reading the comment area has not made the music full of scenes and stories, then the Mlog function in version 6.3.0, which was launched in 2019, makes the audience’s hearing and vision completely immersed in the music and the story behind the singer again through the innovative move of perfect combination of graphics and music.
Mlog means Music log, and music is presented as the background sound of the content. Users can choose to send pictures or videos, and they can add voice. When sending, they can bring topics to increase the exposure of the content.
Publish mlog interface
As a viewer, after clicking on Yuncun Square, Mlog will display all kinds of information similar to Little Red Book and Aauto Quicker’s waterfall, and its content is personalized and recommended according to users’ listening preferences through precise algorithm. Click to enter the content details page, and you can interact with the creator to comment and like. In the single Mlog switching, the interactive logic similar to Tik Tok is adopted, and the next Mlog can be switched by sliding up and down, attracting users to brush it indefinitely.
Mlog home page
Information aggregation page
For creators, the publishing threshold and creation difficulty are very low. You only need a paragraph of text, a few pictures or a video and a voice to share your own Mlog. There is an M logo in the lower right corner of the content details page, which shows the name of the currently playing music. Clicking on a song will bring you to all the information aggregation pages that use the music, and you can use the song to create quickly like Tik Tok.
The combination of voice, video, picture, text and music can create countless contents derived from music, which is in line with the vigorous creativity of Yuncun users. At the same time, Mlog also builds a scene where users can interact a lot, and becomes a kind of social media to complete the relationship between users, which is different from tool music players, so that products can avoid homogenization and embark on a differentiated route, making Netease Cloud a veritable music community.
Netease Cloud Music has attached great importance to the song list since its establishment and implemented it as a long-term strategy. Compared with QQ music, songs can be downloaded directly to the local area, but Netease Cloud requires that they must be downloaded to the song list. It can be seen that the song list, as the most important organization form of music content in Netease Cloud, is one of its core functions.
It is found that the convenience under the Banner of the music homepage is the entrance to the song list square. The song list is classified according to language, style, scene, emotion and theme, covering almost all users’ usage scenes and listening preferences.
According to the data obtained from user interviews, most users will listen to music at night before going to bed, followed by listening to music at work and study. Netease Cloud Music’s rich and high-quality song list theme just fits the mood and preference of the audience in different scenes, and personalized song list recommendation is made on the home page according to the user’s favorite style and singer.
Home song list interface
And each user is not only the listener of the song list, but also the producer of the song list content. On the one hand, making a song list can sort out and store your own songs in Netease Cloud. On the other hand, if your song list is collected and commented by others, it will stimulate users’ motivation to update and create a song list, forming a good closed loop and laying the earliest UGC social attribute of Netease Cloud Music.
Private FM and daily recommendation
Personalized recommendation is also one of the core advantages of Netease Cloud. Early users compared Netease Cloud to an old friend to recommend their favorite songs, which also benefited from Netease Cloud’s accurate recommendation algorithm.
According to the results of user interviews, except for a few people who discover new music through listening to songs and official notices, the rest basically explore unknown music they like through private FM, daily recommended songs, similar songs and similar singers. Forty percent of the respondents listed heartbeat mode as their favorite Netease cloud function, and the status of personalized recommendation in users’ minds can be seen.
In view of the pain points learned from the user’s research results and the author’s daily experience in using cloud music, after sorting out and analyzing, the author decided to mainlyManaging music and socializing in the cloud villageThese two aspects give suggestions for function optimization.
(1) Pain point 1: The collected albums can only be sorted according to the collection time.
Figure 1 shows the album part in the current "My Collection" interface of Netease Cloud. According to users’ feedback, in many cases, when you encounter an album of interest, you will "code" it first, put it in your favorites, and then listen to it later when you have time. However, the albums in the favorites can only be sorted according to the collection time, which leads users to want to sort out their collected albums in the future, or choose the albums of a specific singer to listen to, which can not be operated quickly and conveniently. Although there is the function of searching collected albums, in fact, it is not used much in daily operation.
Figure 1
Suggestion: You can add a sorting function to sort the collected albums by album name/artist name/collection time, so that users can find the albums they want to listen to more conveniently and quickly in the future.
Figure 2 is the modified interface diagram:
Figure ii
(2) Pain point 2: The function keys arranged in the playback interface cannot be customized according to the user’s needs.
At present, the music playing page of Netease Cloud is shown in Figure 3, and the function bar mainly has five function keys, which are "red heart", "download", "set color ring back tone", "comment" and "other" in turn. After clicking "Other", functions such as "Collection to Song List", "Sound Quality", "Sound Effect", "Similar Recommendation" and "Related Video" appear.
According to the information obtained from user interviews, in daily listening to songs, the functions of "downloading" and "setting color ring tones" are less, but the functions of "collecting song list", "similar recommendation" and "related videos" in "others" are frequently used. These function keys can’t be clicked directly on the playing page, so they have a poor sense of use. I hope they can have the function of self-defining sorting by function keys.
Figure 3
Based on the feedback from users and personal analysis, the author thinks that it can be optimized from the following two points:
- Users can customize the function bar order.
- By default, the function bar is classified into six fixed categories, such as Red Heart, Download, Comment and Other. Users can customize and select the function keys they are interested in and put them in the function bar of the playing page, while the unselected function keys are combined together and classified into Other category.
The modified interface is shown in Figure 4:
Figure 4
Add a function bar custom button in "Other", users can click the button to sort and customize the function keys according to their own preferences, which enhances the user experience. Figure 5 is the user-defined interface, which can be modified to be more in line with the user’s usage habits and increase the usability of the product.
Figure 5
(3) Pain point 3: Japanese and Korean songs are not displayed in romaji, so they can’t sing along.
During user interviews, some listeners who like Japanese and Korean music want to sing along when listening to songs, but because they can’t speak Japanese and Korean, and Netease Cloud lyrics are not displayed in romaji, only translated in Chinese, so they can only give up singing along.
The author chose the same Japanese song to make a comparison between the two softwares, as shown in Figure 6, with Netease Cloud on the left and QQ music on the right. It can be seen that QQ music provides users with choices, showing romaji or Chinese translation, which is more comprehensive and considerate to users’ needs.
Figure 6
Suggestion: Netease Cloud can also set up a function of selecting display sound or translation on the playing page, and provide it to the audience for romaji and Chinese translation to meet the needs of different users.
(4) Pain Point 4: It is inconvenient to operate when the specified lyrics are played.
According to the interview feedback, when listening to a song, users want to start playing from the next paragraph of lyrics, and they must pull down and click the small triangle button next to the lyrics to perform this function, as shown in Figure 7. However, due to the small area of the triangle, in actual operation, it is easy for users to click wrong or not, resulting in operational obstacles and a decline in user experience.
Figure 7
Suggestion: you can change it to directly click the lyrics you want to hear, and the music will be played from this lyric. The operation idea is straightforward, and the area of single sentence lyrics is relatively large, so it is not easy to make mistakes in specific operations, with higher accuracy and more convenience.
(1) user music taste analysis
With music gradually becoming an indispensable part of many people’s lives, more and more people begin to pay attention to their listening taste, what songs they usually listen to the most and which singer they like best. And willing to take the common music preferences as the topic point, further socialize and make more like-minded friends. At present, the mainstream music software also captures the user’s demand, opens the function of analyzing the user’s music taste, and pushes a personalized year-end listening report for the audience at the end of each year.
As shown in Figure 8, the author compares and analyzes the function of user music taste analysis on Netease Cloud Music, QQ Music and Xiami Music respectively. It can be seen that these three softwares have their own emphasis in this function. Next, the author starts fromRecording, Preference and Socialization of Listening to SongsFrom three angles, the advantages and disadvantages of the three softwares are analyzed in turn.
Netease Cloud Music
Figure VIII
Advantages:Netease Cloud’s record of listening to songs is the best among the three softwares. It can be classified by "last week" and "all time", and arranged according to the number of times of playing after clicking, showing the 100 songs played the most. Users can see at a glance what songs they have listened to the most recently and in general, how many times they have played, and how many songs they have listened to in Netease Cloud, which is very clear and intuitive.
In the latest version, Netease Cloud has also added the function of common hobbies. After clicking on other users’ homepages, we can see the singers we are concerned about and the songs we have heard together, which is very suitable for Yuncun’s social style, so that users can generate topics and form a relationship chain from their common listening preferences.
Disadvantages:There is a lack of analysis of users’ music preferences, and the common listening to songs is also common and not comprehensive enough.
QQ Music
Figure 9
Advantages:In addition to complete copyright and rich music library, the biggest advantage of QQ music in social aspects is that it can interact with friends on QQ and WeChat lists to see what songs friends have listened to recently, as shown in Figure 9. QQ Music supports logging in with QQ and WeChat accounts, and automatically imports the friends list. Taking advantage of the original advantages of social software, the user base of hundreds of millions and the close circle of acquaintances, the number of users and user stickiness of QQ music won at the starting line from the beginning, which is beyond the reach of other music software such as Netease Cloud.
Figure X
In the analysis of users’ music tastes, QQ music has also done quite well. As shown in Figure 10, according to the songs that users have listened to recently, their singers, genres and language preferences are analyzed in detail, and there is also the function of "Today of that year" to help users recall the songs they loved in the past, and to evoke musical memories and feelings.
Disadvantages:The fly in the ointment of QQ music lies in the record of listening to songs. Users can only see the number of times of listening to the last 200 songs, but can’t see the overall record of listening to songs, which makes users unable to fully understand their total amount of listening to songs and preferences.
Shrimp music
Figure Xi
Advantages:The main advantage of shrimp is that it is well done in music taste analysis. As shown in Figure 11, in the classification of genre, shrimp has always been the most elaborate and comprehensive music software in China, which enables users to accurately understand their favorite song types and explore more unknown music in this field.
Disadvantages:In the aspect of listening to songs, Shrimp chooses to count the ten songs that users listen to the most every week, and displays them as music stories on users’ home pages. This will make the interface very repetitive and cumbersome, which is not as clear and comprehensive as the list of Netease cloud listening to songs, nor as evocative as the function of QQ music "Today of that year". In terms of social interaction, the demand that users want to meet friends through common listening to songs is completely ignored.
Based on the comparison of the same function of three music softwares, the author puts forward the following optimization suggestions for Netease Cloud Music’s "User Music Taste Analysis" function:
- The function of analyzing the preference of singers and genres can be added, so that users can be more clear about their musical tastes, so as to find their favorite new songs more accurately and efficiently in the future.
- In the social aspect, besides showing singers and songs that other users like together, it can also be more specific, such as showing the cloud circle of common concern, the songs that they have commented on together, and the genre and language that they like, showing the degree of harmony between their musical tastes, which is more conducive to the formation of social chains.
- Set up the function of "Today of that year". According to user interviews, many Netease cloud users use Yuncun Dynamics as a music diary, which can evoke music memories for the songs that users shared in that year and today, and create a nostalgic atmosphere and users’ psychological dependence.
(2)Mlog picture preservation
Pain point: According to the feedback from users, after saving Mlog pictures locally, the pictures will be automatically watermarked with Netease Cloud and user id. Therefore, it can often be seen that there are many people seeking the original picture in the comment area, which affects the quality and impression of the comment area, as shown in Figure 12. For the publishers of Mlog, it is also very troublesome to send pictures in private letters.
Figure XII
Suggestion: You can add a function when publishing Mlog, so that the creator can choose whether the picture is watermarked or not. In this way, it is more convenient for other users to save, and it also saves the unnecessary trouble for the creator to follow up.
Figure XIII
According to the results of user interviews, in addition to the shortcomings of the above two major sectors, there are still some problems, such as the lack of after-sales service in the mall and the dislike of live broadcast function, and users also hope that Netease Cloud Music can develop functions such as private message withdrawal, photo comment and copy editing, which I will not analyze here.
Netease Cloud Music, as a rising star of domestic music software, has cut into the market with the positioning of "music+social interaction". With its early high-quality song list and high-quality comment area, coupled with concise and fresh UI design and accurate personalized recommendation, Netease Cloud Music has successfully occupied a place in the established online music market, and also gained a large number of loyal users and good reputation.
In recent years, Netease Cloud Music has paid more attention to the promotion of UGC’s social attributes, and opened an interest circle such as Cloud Circle to promote users in the station to form their own social circle, make friends with fun and increase user viscosity. An innovative move like Mlog, which combines graphics and music, makes music more scene and story-telling.
Although Netease Cloud still has many details to be optimized in music playing and social interaction, and the problems of copyright resources and music library scale also need to be solved urgently. However, it is undeniable that Netease Cloud Music’s excellent product functions and the concept of always putting user experience first have distinguished it from most traditional music players and embarked on a differentiated route. In recent years, we have continuously explored the social needs of users and made technological innovations, which has successfully turned Netease Cloud Music into a veritable music community.
Data and chart sources: Bida Consulting, Baidu Index, Seven Wheat Data.
This article was originally published by @Franziska. Everyone is a product manager. Reprinting is prohibited without permission.
The title map comes from the network.