The music industry has a wide range of application scenarios and full-chain competitive development

Music, as an important part of my country's cultural industry, is in a relatively weak link in development compared to industries such as film, television and education. , in order to enhance the country’s cultural soft power, the government has introduced corresponding measures to support it. In May 2017, "Music Industry Development" was included in the "Major Cultural Industry Project" for the first time in the "Outline", which clarified the important status of the music industry as an emerging strategic cultural industry from the national top-level design. It also specifically proposed three main tasks for the future development of the music industry: first, release the vitality of music creation; second, build a comprehensive modern music industry system; third, strengthen the integrated development of the music industry and other industries. It points out the goals and directions for the future development of the music industry.

Forecast analysis of China’s music industry market size

With policy support and capital favor, the traditional music industry and the emerging music industry are accelerating the integration, constantly reconstructing the industrial chain, innovating business models, and inspiring Consumption vitality has pushed China's music industry to officially enter a "new era" of rapid growth under the new economic normal. According to the statistics of the "Mobile Music Industry Market Foresight and Investment Planning Analysis Report" released by the Qianzhan Industry Research Institute, the total scale of China's music industry in 2016 was approximately 325.322 billion yuan, an increase of 7.79% compared with 2015, and the year-on-year growth rate was higher than that of the same period. GDP growth rate was 1.09%. From 2012 to 2016, the national music industry market continued to grow, with an average annual compound growth rate of 7%. In 2017, the national music industry market size will exceed 350 billion yuan, reaching 350.99 billion yuan. It is expected that the growth rate will remain around 7% by 2018, and the music industry market size will reach 376.015 billion yuan.

Forecast of the scale of online music users in China

As of June 2017, the scale of online music users reached 524 million, an increase of 21.01 million from the end of last year, accounting for 69.8% of the total Internet users. Among them, the number of mobile online music users reached 489 million, an increase of 21.38 million from the end of last year, accounting for 67.6% of mobile Internet users. In 2017, the number of online music users in China reached 580 million, with a growth rate of 18%. With the promotion and popularization of smartphones, the number of mobile Internet users continues to grow. It is expected that the number of online music users will further grow. It is expected that the number of online music users in 2018 will be reaching 670 million people.

Analysis and forecast of China’s online music market size

In 2015, the government vigorously cracked down on piracy, which promoted the development of legitimate music in my country. With the pursuit of capital and technological progress, the online music industry has developed The situation is good. In 2015, the size of the domestic online music payment market was 1.05 billion yuan, a year-on-year increase of 121.8%. It is expected that the size of the domestic digital music user payment market is expected to maintain an average annual growth rate of 45% in the next three years. Looking at the market size of China's online music industry from 2014 to 2016, the three-year market size growth rate has remained at around 50%. Preliminary estimates indicate that the size of China's online music market in 2017 was 8.5 billion yuan, with a slightly slower year-on-year growth rate. It is expected that the size of China's online music market will exceed 10 billion yuan by 2018.

Analysis of the competitive landscape of China's online music platforms

After the merger of Kugou Music and KuWo Music, online music has formed a "three-legged" pattern: one side is QQ Music headed by Tencent , on one side are Xiami Music and Tiantian Dongting headed by Ali, and on the other side are new companies established by Kuwo, Kugou and Ocean Music. In addition, Baidu, NetEase Cloud and A8's Duomi and other music platforms also have their own sides.

In the ranking of online music APP user penetration rates in 2017, QQ Music is the most popular with a penetration rate of 69.9%; followed by Kugou Music with a penetration rate of 68%, and Kuwo Music ranked third .

The crisis of "work shortage" still exists, and many parties are actively creating support plans for original musicians to stimulate the production of high-quality original music content

In the final analysis, the music industry is a cultural industry, and the booming development of the music industry is great The situation cannot conceal its underlying crisis, which is the shortage of works. The production and consumption of original content plays a decisive role in the virtuous cycle of the music industry chain.

Independent musicians began to enter everyone's field of vision, probably starting from the popular ballads sung by contestants on amateur music talent shows. Works such as Ma Di's "Nan Shan Nan" quickly became popular all over the country, and also made independent music popular People enter the field of public attention.

If 2014 was the year of independent music’s blowout, then by 2016, the power of independent musicians has the ability to leverage some consumer groups in the music market, and has been valued and valued by major digital music platforms. support.

Since 2016, all parties have launched platform plans to "support the development of original musicians", focusing on the successful incubation and cultivation of original music and independent musicians in the digital music era. All parks of the National Music Industry Base have Increase capital investment and project support for the production of original music content, and provide industrial services and financial services such as production, promotion, distribution, marketing, channels, and platforms for original music.

The music industry has a wide range of application scenarios. The second half of the music industry is full-scenario and full-chain competition

In February this year, the National Copyright Administration issued a document stating that Tencent Music (including QQ Music, Kuwo Music , Kugou Music) and NetEase Cloud Music have recently reached an agreement on online music copyright cooperation: "The two will authorize each other's music works, reaching more than 99% of the number of their respective exclusive music works, and have agreed on long-term cooperation on music copyright. At the same time, we will actively open up the licensing of music works to other online music platforms." Since the National Copyright Administration issued the "Notice on Ordering Online Music Service Providers to Stop Distributing Music Works without Subauthorization" in July 2015, this cooperation between the two parties also marks that the copyright issue in the music market may be initially resolved.

Except for copyright issues, the next development of the music industry will face competition in all scenarios and across the entire chain. The application scenarios of music can be said to be ubiquitous and pervasive, and it is a necessity in life. It is more relevant and can penetrate and integrate into any industry, such as movies, games, performance industries, radio, television, etc. From the popularity of mini KTV to the gradual rise of music towns in various places, the application scenarios of the music industry are wider and the forms are more diverse.

Therefore, in order to open up the vertical industrial chain of music creation, recording, publishing, reproduction, distribution, dissemination, import and export, copyright transactions, performances, education and training, music derivative products; connect music with radio, film and television, Horizontal industrial chains such as animation, games, Internet, hardware playback equipment, musical instrument production, and tourism; with the goal of forming a comprehensive music industry system in which upstream and downstream respond to each other and all link elements support each other, Shenzhen Cultural Property Exchange established the country's first "music industry" "Asset Custody Platform" will be a new practice of "culture + finance" in the music industry.