How to choose the best cost performance ratio for online music platforms with multiple types of payment types?

At present, large domestic music platforms have launched VIP membership or music package services, and are looking for their own competitive advantages in terms of price, copyright, services, etc. to maintain their appeal to users. So for users, how can they enjoy high-quality paid music at a high cost performance ratio?

Put on headphones and open the music App on your mobile phone. This has become a way for many people to relax and relax. But as music copyright becomes increasingly important, listening to music is no longer a free lunch, and many high-quality music has been classified into the paid field. In order to gradually cultivate users 'payment habits, major domestic music platforms have launched VIP membership or music package services, and are looking for their own competitive advantages in terms of price, copyright, services, etc. to maintain their appeal to users. So for users, how can they enjoy high-quality paid music at a high cost performance ratio?

Price-fighting

reporters observed QQ Music, Baidu Music, Netease Cloud Music, Shrimp Music, Cool Dog Music, and Cool Me Music. The above six music platforms all have their own VIP members, which package the auditions and downloads of paid music, as well as client-free advertising, member identification and other personalized services. In addition, QQ Music, Cool Dog Music and Cool Me Music have also launched music packages. Unlike VIP members, music packages provide fewer privileged services, mainly for the audition and download of paid music, and do not cover other service content.

Overall, the monthly price of VIP members on the six music platforms is less than 10-20 yuan, and the annual price does not exceed 200 yuan. Among them, the prices of VIP members of Netease Cloud Music, Shrimp Music and Baidu Music are relatively low, especially Baidu Music and Shrimp Music. The annual price of VIP members is less than 100 yuan, which is almost half of Kugou Music, Kuwo Music and other platforms. Unlike VIP members, music packages provide fewer services, so the price is relatively low, and the prices on different platforms are relatively consistent. They are basically set at around 8 yuan per month and 88 yuan for the whole year.

It is worth noting that both VIP members and music packages limit the number of downloads of paid music, and most music platforms are set to 300 songs/month, while the luxury VIP of Kugou Music and the luxury members of Netease Cloud Music are set to 500 songs/month.

After

the official issuance of the "Notice on Ordering Online Music Service Providers to Stop the Unauthorized Distribution of Musical Works", known as the "strictest copyright order", the industry's supervision of music copyright has been continuously strengthened, not only after the notice was issued. Within two months, as many as 2.2 million music works with copyright problems have been removed from the shelves. In addition, major music platforms have also promoted and implemented their own legalization work. During this process, many users found that the music works originally stored in the music App playlists had been quietly removed and could only find their favorite music works through other channels.

User Ms. Liu said that there are now various music apps on the market. In the process of selecting, the first consideration is whether the App has her favorite songs. If not, she will give up and switch to other music apps. In order to be able to retain users, major music platforms are competing to purchase copyrights with music companies. For example, QQ Music has reached cooperation with three major international record companies, Universal, Sony, and Warner, on digital music copyright. Netease Cloud Music has recently reached an exclusive music copyright strategic cooperation with Japanese entertainment group Aibex.

After a series of copyright wars, according to data previously released by various platforms, the scale of the music libraries of QQ Music, Cool Dog Music, Cool Me Music, and Baidu Music has reached tens of millions, and covers Rolling Stone, Emperor Entertainment, etc. Digital copyright of multiple music companies.

With

the development of society, some people have begun to pursue their own personalization. At the same time, their requirements for services have become increasingly diversified, making it difficult for simple paid music auditions and downloads to meet the needs of the above groups, prompting major music platforms to join VIP members. A variety of special services are added to them.

Among many services, VIP members on most music platforms include services such as exclusive skin, member identity, non-advertising, and exclusive customer service. But at the same time, it can be found that some music platforms also launch special services based on their own actual conditions. Take Baidu Music as an example. By associating with platforms such as Baidu Nuomi, Baidu Takeout, and P Juli, the platform allows its members to obtain corresponding coupons and discount coupons. In addition, they can also participate in concert, music festival ticket raffle, and even Get a celebrity periphery. Netease Cloud Music launches special offers for members. Its members can purchase products with the "Member Price" label at a discount, such as headphones, and have exclusive rights to purchase products with the "Member Exclusive" label.

Due to copyright restrictions, some music platforms can only be used in mainland China when listening and downloading music. However, Shrimp Music launches travel roaming services for its members, allowing users to enjoy audition and download services when traveling overseas, making it popular among many users.

In the eyes of industry insiders, the launch of VIP members and music packages covering a variety of special services on music platforms is one of the ways to attract and cultivate users 'payment habits. However, judging from the current situation, the services set up need to be more practical. At the same time, we can also make multiple attempts on the model and launch more types of payment types to further meet the needs of users.

Consumption suggestions

Enjoy music for exclusive use.

After seeing the various paid services launched by major music platforms, some users will probably have a lot of doubts about whether to choose a VIP member or a music package. In fact, through comparison, we can find that the common denominator between the two is that they can enjoy the paid music library of relevant platforms, and conduct auditions and downloads. The difference is that music packages will not enjoy personalized services such as exclusive skins, as well as performance ticket raffle etc. Welfare.

From this point of view, for users who only want to enjoy music and have no needs for other services, choosing a music package is more suitable. They can not only enjoy the same paid music audition and download services as VIP, but also enjoy lossless sound quality. Works, and the price is relatively cheaper. Although VIP members have higher monthly download quotas on some music platforms, the number of 300 paid works that can be downloaded per month in the music package is enough to meet the needs of the vast majority of users.

Pursuing special services and selecting members

among music users, in addition to pure music lovers, there are also many fans who not only hope to hear music works, but also hope to be able to get in close contact with idols. For this group of people, it is more appropriate to choose VIP members. At this stage, major music platforms are launching a variety of services among VIP members for fans, such as concert ticket raffle, opportunities to get celebrity signatures, exclusive celebrity screen-opening screens, etc., providing more close contact with idols from different levels. Opportunities to further bring fans and idols closer together.

In addition, VIP members are also more suitable for pursuing personalized user groups. Whether it is a member's identity, bullet screen bubbles, personalized themes, personalized skins, or exclusive customer service, it allows this type of user group to create a unique music world for themselves based on their preferences and habits, so as to enjoy a more comfortable and leisurely music time.

The Android version is more cost-effective than iOS

. Through observation, we can find that most of the mobile phones used by users at this stage are two systems, namely Android and iOS. Perhaps many users do not understand that due to different mobile phone systems, membership prices will vary. No matter which music platform it is, the membership price for the iOS version is higher than that for the Android version. This difference can also help users choose paid packages that are more cost-effective to a certain level.

At present, the membership accounts of some music platforms can be universal, which means that after buying a member on a certain terminal, they can log in to other terminals to enjoy membership services. For such platforms, users can choose to purchase membership services on the Android App page and enjoy lower prices, and then continue to use membership services on other platforms according to their choice.

Editor: Nancy