Viewing technological changes through Huawei Corps (IV): interactive media (Music)

In the current Huawei Corps series , We talked about wide area networks 、 Airport track 、 Data center Corps , These Corps mainly provide services to enterprises and governments .

In the Corps disclosed by Huawei , We will find that the industries covered are related to the national economy and the people's livelihood . Customs port 、 The highway has the property of infrastructure , The data center is “ New infrastructure ” Important components of the field . coal mine 、 Smart photovoltaic is aiming at the environmental protection double carbon plan , The digitalization of electric power and the one network of government affairs are related to the scientific and effective management of the government . Interactive media 、 Sports health is related to the entertainment life of the majority of consumer groups .

Among these legions ,toB And toG It is Huawei's main customer position facing the industry , In these areas , Interactive media and Sports Health Corps are the only two corps facing consumer business , It is closely related to the entertainment life of our consumers .

Why did Huawei choose interactive media （ music ） field ？ Under the impact of short video content in recent years, the music and entertainment content industry , What changes have taken place ？

From copyright struggle to differentiated ecology

If we discuss the market changes of the digital music industry in recent years , The development of digital music industry ,2015 Year is an important watershed , This year, the National Copyright Administration issued the most stringent copyright order , This has accelerated the development of the tepid music market .

2015 Market standardization and genuine demand in , It has brought about great industrial shock . This also makes the participants in the digital music industry choose the path of differentiated transformation . It used to be almost the same APP Functional display and repeated pirated music content can not support industry participants to fish in troubled waters , Genuine digital music demand , It intensifies the standardized and differentiated competition among industry participants .

Music service providers in the mainstream market began to invest heavily in copyright resources , The copyright war began . For users , The most common experience is listening to songs for several times APP, Each head music service provider has its own ace musicians and resources .

Facing the mutual strife of market resources , Short video content began to rise , More and more users' attention is intercepted by short video manufacturers , In addition to competing for music resources, the major music manufacturers , It has also started a differentiated layout in terms of ecology beyond the content , Compete for users .

To sum up , Tencent 、 Netease and other leading manufacturers , The leading music platforms have explored a set of routes . Or gradually open up the connection between their own product lines , Or they can join their own abilities and ecology , Such as social products , Or the concept of community attracts users .

Tencent music's playing method is to integrate into the social intercourse that it is good at , Its music platform relies on QQ music 、 Cool dog music 、 All the people K Song and other products , Cut into the upstream and downstream of music , Build a social entertainment platform . For users , You can not only listen to songs , You can also watch live performance 、 Buy a digital album 、K song , Play... For supported singers call、 Share music with friends , Tencent music connects many social music scenes .

Netease cloud focuses on music + Community concept , Through intelligent recommendation , Music functions such as music reviews enhance users' music experience , At the content level , Cultivate independent musicians, etc , Expand the layout at the content level . Other players participating in the game are just starting to have similar thoughts in terms of content ecology , Socialize 、 Original music 、 Community, etc .

For Huawei , From Huawei music to the formation of a new interactive media music corps , Huawei wants to continue to expand its territory in the music field , Expand the scope of content and hardware services .

In the changes of copyright and the rise of short video , The competition in the field of music is diverse and intense , In order to cope , Manufacturers are all racking their brains to enrich the form of products , Past from APP Start with rich functionality , To snatch the digital music copyright resources , And then to the continuous enrichment of ecological content . The music field has also experienced a lot of bloodbath , Many of the participants have fallen into the struggle for copyright , The remaining winners continue to describe the development of the music market for us “ The main theme ”.

Copy the apple ： Positive cycle of content and software and hardware

In the digital age , For consumers , What kind of audio content is needed ？ From the equipment end , We have mobile phones 、 Loudspeaker box 、 Wisdom screen 、 Locomotive, etc , Different devices carry different scenes and music content . such as , Mobile phone power amplifier is almost our most commonly used music tool , Maybe some users with exquisite taste listen to classical , Need speaker equipment ; And among home users , Smart speakers are almost exclusive to children's music ; On vehicle scene , What we are listening to is crosstalk 、 Sketch ; And at home 、 dinner 、 Parties and other social scenes , Music content corresponding to the atmosphere is required .

These specific scenarios , The needs are not fully met . In the diversified music market competition , Meet the needs of diversified consumption , Content ecology and scenario customization are required 、 Personalized services are coupled .

We know that apple is a leader in the combination of software and hardware , Apple is also the one who makes better music ,Apple Music Our model is a paid subscription service , The latest survey data show that ,Apple Music It is the second most popular streaming media service provider in the world , Occupy the world 15% Market volume of . On the other hand, Apple's sales of music earphones are on average at 200 Billion dollars .

From the perspective of Apple's integration of software and hardware , Software, hardware and content advantages , This advantage of two wheel drive will also encourage the platform to attract more users , The advantages of the brand have been continuously amplified .

For manufacturers like Huawei , mobile phone 、Pad、 Loudspeaker box 、 Car machine and other hardware ecology , Connected with rich scenes such as home 、 Bodybuilding 、 Vehicle, etc , The service and consumption of music content in these scenes , Not only will it bring business value , With the wide application of software services, the sales of adaptive hardware devices will also rise . The software resources and hardware ecology of content services nourish each other , Two wheels drive the positive cycle of business value .

It is different from such enterprises that tend to dig deeply into music content resources . Huawei interactive media music corps , It'll be more like an apple , Cut into the music field with its own hardware ecology .

With the age of digital intelligence 5G The accelerated landing of the network , Global consumers' demand for content consumption and experience is escalating . In the digital music industry , Each manufacturer draws on its own strengths , Focus on the polishing of content ecology and the expansion of hardware scene services . Whether cooperating with other manufacturers or internally digesting these demands , Each music manufacturer delivers products with different service ratios to users and the market , Music ecology combining software and hardware , Whether it can usher in a larger market , The market, the ultimate helmsman, holds the discourse power of industrial development .

All roads lead to Rome ： Immersive sound quality and experience

Music and entertainment industry is a fertile land rich in commercial value , According to the statistics of the organization ,2027 The scale of the global music industry will reach 455 Billion dollars , The number of subscribers to music worldwide will be 2025 reach 6.34 Billion , contrast 2020 The year's data will add 2.73 Billion subscribers , The global music market will continue to grow in the future . AI media consulting data display ,2020 In, the number of online audio users in China reached 5.7 Hundreds of millions of people , It is expected to continue to maintain stable growth in the future ,2022 The years will reach 6.9 Hundreds of millions of people .

For the foreseeable future , The growth trend also attracts heavy investment and innovation competition from industry participants . In the field of entertainment consumption , Exploration of digital music , From the beginning, we have invested a lot of money to fight for copyright , To the ecological content service drive , And then to the customization of content and scene , Changes in the music market over the years have also enriched the audio-visual life of our users .

With the popularity of intelligent devices , Audio visual digital content is constantly enriched , How to accurately meet users' music and entertainment needs , Unleash the value of music services , It is a challenge for industry participants .

For the digital music industry , The competition includes not only crushing from peers , It also includes the competition for attention in the fields of medium and short video entertainment content . In the age of fragmented content , Short video players at each head continue to expand the content boundary , Shunting a large number of users , The space for music content is squeezed .

How to compete for users' attention in traffic , It is not a small pressure for the field of music content , The industry needs to control the diversified content ecology and rich scene demand , Control the marketing and playing methods in the field of music content , The music + social contact + The space of entertainment ecology is expanded .

We are in the development of the industry , I also see that some enterprises put a lot of energy into AI、 Immersive music experience . Intelligent music recommendation 、 Matching of people with the same music taste , Live broadcast , The holding of the concert, etc , With 5G The gradual popularization of Technology , Music and video 、 Real time interaction in the field of image social interaction , Many new business scenarios have been developed . And the future meta universe 、VR The maturity of immersive technology , It can make us feel at home ,VR Concert 、 Digital virtual singer, etc , Will release more fresh experiences .

Be good at music content ecology or the linkage between devices and scenes , New technology trends have made the traditional music industry , The boundaries of competition become blurred , Entering the site sooner or later is no longer the decisive factor . The past competitive advantage is not necessarily a long-term advantage , The age of digital intelligence , Entertainment content is constantly integrated with the advancement of technology and the change of content , Reset rules break the old order , To attract consumers, manufacturers need to return to the origin of the sound field for consideration —— What kind of music do users need ？ What kind of service ？

Music is one of the bases of human art source , Notes contain infinite power , The threshold of music not only needs professional service providers to smooth it out for us , The quality and playing methods of music also need to be excavated and reshaped , Let more people not only touch music , We should also immerse ourselves in these new sound fields , Not just curiosity , Can also continue to gain resonance and strength .