NetEase Cloud Music was released on April 23, 2013. The core of NetEase Cloud Music's product and operation is to discover and share the experience of music, to create a professional musician platform, to attract users and retain early adopters, and to motivate users. Growth has laid a solid foundation for the subsequent explosion of the music community.
2.3.2 Growth period
In cooperation with the operation and the reputation accumulated in the early stage, NetEase Cloud's user scale has achieved rapid and substantial growth. The community is one of the driving factors for the influx of users, so the function update is country email list more focused on the construction and defense of the community atmosphere.
On March 8, 2017, the NetEase Cloud Music app update instructions emphasized two points: first, cloud music should be a pan-entertainment content community; second, it also launched a short video function. It marks that NetEase Cloud Music has always been clear and continued to strengthen the core competition of products.
2.3.3 Recession period
With the gradual increase of the country's emphasis on intellectual property protection, NetEase Cloud Music started late, a large number of copyrights have been acquired by other platforms, the problem of its own small number of copyrights has been exposed, a large number of songs have been removed from the shelves, NetEase Cloud Music has a crisis, and active users have decreased. began to decline.
2.3.4 Maturity period
After experiencing the recession crisis caused by the previous copyright war, NetEase Cloud Music realized its own copyright problem, and successively reached cooperation with Sony Music, Loen Entertainment, Universal Music, Douyin, etc. At the same time, it reached an in-depth strategic cooperation with Rolling Stone Records, trying to cultivate originality Singers, make up for the shortcomings of their own copyright issues.
At the same time, because the product has always been positioned clearly, it has continued to attract users through the music social model, and the number of users has gradually increased. By 2019, the number of NetEase Cloud Music users has exceeded 800 million. And after users strengthen their copyright awareness, the product payment content and payment method modules are gradually added, and the profit model and income have been greatly improved.