I. overview
? "Netease Cloud Music" is Netease's first music product in the field of mobile Internet. It was officially launched in the APP Store on January 25, 213 and officially released in the Android market on February 4.
product positioning: focusing on discovering and sharing music products, relying on professional musicians, DJs, friends' recommendation and social functions to create a brand-new music life for users.
Slogan: the power of music
Main functions: discovering music, playing music, managing songs, short videos and dynamic messages
Experience environment: version number: V5.3.
? Model/system: iPhone X V11.4
Second, market analysis
? Judging from the usage rate of entertainment applications of mobile Internet users in China, in December 217, online music accounted for 68%, ranking second only to online video.
? Moreover, with the gradual improvement of the copyright environment, technological upgrading, and the differentiation of users' needs, the reconstruction of the music industry chain and the innovation of business models are constantly promoted. In 216, the music industry achieved rapid growth, and digital music and music performances occupied the vast majority of the music market.
? According to the statistics of iResearch, except the full name K-song, Netease Cloud Music ranks fourth only after Cool Dog Music, QQ Music and Cool Me Music.
3. Analysis of users and needs
1. User characteristics
? According to the iResearch app index, we can see the user stratification of cloud music. 24 years old and below: mainly students, have a lot of time, like idolize, have high activity, and can listen to songs anytime and anywhere; 25-3 years old: Young people who are gradually stepping into the society, crowded with buses and subways at work, begin to have troubles in life, like staying up late, like being alone, and the time for listening to songs is somewhat limited; 31-35 years old: I started to form a family. Maybe I have a lover and a baby, and I became the mainstay of the company. After work, I stopped downstairs to listen to music and then went home, so I had less time to listen to music. Of course, we don't rule out some music lovers, and always keep their enthusiasm for music.
? The proportion of women is slightly larger than that of men. I think girls are softer than boys in character. When they are happy, they can listen to cheerful songs, and when they are unhappy, they can listen to healing songs. Music is omnipotent, as if they can always see themselves in reality from the lyrics, reaching deep inside, and girls are more easily influenced by music. Boys, on the other hand, have more ways to play games, watch football and drink.
2. demand analysis
? Users' basic needs: listening to songs in certain situations (such as listening to songs to kill time and relieve emotions), finding their favorite songs, sharing songs (satisfying the expression of certain emotions), and understanding the current popular songs … Netease Cloud Music has well grasped the pain points of users.
? Personalized recommendation: The recommendation algorithm is used to meet the personalized needs of different user groups. Users have distinct personalities and different music preferences. "Private FM", "Daily Recommendation" and "Recommended Song List" constantly optimize the algorithm according to the rhythm, lyrics, singers and other factors that users often play, and recommend the most similar content.
? Keyword search: keywords can be a mood, a lyric, a singer, etc., and the search results are displayed according to the classification of single, video, singer, album, song list, anchor station and user.
? The latest music, friends, my news: I will recommend the latest music, pay attention to the latest trends of singers, etc., to satisfy users' thirst for fresh music.
? Sharing: One-click selection to share social apps inside or outside the station.
3. Functional structure chart
4. Differentiation analysis
? QQ music relies on the traffic of QQ and WeChat, bringing a large number of users. The function of "video poster" is quite interesting. You can choose songs from massive music as BGM for recorded videos, but sharing is more wonderful, not one-click sharing; Cool dog music was launched earlier, and users aged 24 and below are less than QQ music and Netease cloud music. K-song function is its unique function. I feel that the "daily recommendation" of Netease Cloud Music is more accurate. The "shopping mall" can buy some surrounding areas, the anchor radio station is richer in content, and the marketing is more careless, which often causes a wave of commotion in the circle of friends.
v. excerpts from users' opinions
? Judging from the word-of-mouth index of Penguin Wind News, the word-of-mouth of Netease Cloud Music is still good, and the negative word-of-mouth words are concentrated in "bad", "disgusting", "dislike" and "flashback".
comments in apple store:
favorable comments: "Netease cloud music is the largest distribution center of electronic music in China";
"The first comment is probably the only one, and the success of Netease Cloud Music is inevitable";
"Super-accurate personal music preference recommendation";
"I haven't used other music software since I started using Netease Cloud three years ago";
"I still like Netease Cloud Music despite the constant copyright problems";
Bad review: "There are many videos unrelated to music in the video area, and the quality is very poor";
"There are too few resources, and a lot of music has no copyright";
VI. Suggestions for improvement
? I have been using Netease Cloud Music for almost five years, but I have been using "Daily Recommendation" and "My Favorite Music" as well as collecting song lists, creating song lists and searching. With the continuous updating and iteration of the version, the functions of the app are increasingly enriched. The following are my suggestions:
1. Optimization of daily recommendation algorithm
? During lunch break on weekdays, I like to listen to some yoga music. As a result, the "Daily Recommendation" opened the next day is all yoga music. Is it possible to judge the user's current usage scene by combining the time when the user listens to songs intensively, and judge the recommended song type according to the time when opening the app next time?
2. video module
? Video has been made as a main function module alone, and I have never clicked on this module before (people who are interested in the MV in the message notice will watch it), because it doesn't appeal to me, but why does Tik Tok brush it every day? I think Netease Cloud Music is a music listening software in my heart, and the user's mind is the most difficult to change.
3. Avoid advertisement implantation in the comment area, optimize expression and font input, and enhance user stickiness.
4. Play songs when the phone is locked, and add songs to "My Favorite Music" with one key, so when you hear the favorite songs, you don't need to unlock the phone and open the webpage cloud music app to find the songs being played and add them.