After its launch in 2014, Quanmin K Song, a social k song application targeting acquaintances, has developed rapidly, and its user scale and industry competitiveness have been increasing, making it a giant in the mobile k song field. However, in recent years, the domestic Internet has been a red sea, the mobile Internet industry has become saturated, and the user growth of national karaoke seems to have gradually peaked. In order to expand the new blue ocean market, Tencent Music began to accelerate the pace of promotion of WeSing, the overseas version of national karaoke, and entered the Southeast Asian mobile karaoke market. In the following,
we will analyze the experience of WeSing from the perspective of user groups, overseas performance, product functions and operation modes in combination with the current development status of the Internet at home and abroad. The structure of the full text is as follows: 1. Market analysis 1.1 Status Quo of Domestic Mobile K-song Industry According to the "China phone number list Mobile Internet 2019 Semi-Annual Report" released by QuestMobile, the growth of mobile Internet active users has been slowing down, and the first decline in 2019 Q2, a net drop of 1.93 million in a quarter, and the total of 1.138 billion seems to have reached the ceiling. The data shows that the scale of mobile Internet pan-entertainment users is approaching 1.1 billion, accounting for 95.6% of the market.
Such a high penetration rate shows that the scale of pan-entertainment users will not grow significantly for a long time in the future. Some users are divided by short videos, digital reading, online games and online music, and it is difficult for online karaoke to break through in terms of scale and growth rate. In the vertical field of mobile music, online karaoke has entered a mature stage, and the total usage time of karaoke users has even begun to grow negatively. Judging from its own track, Quanmin K Song was launched in September 2014. With Tencent's strong acquaintance social network and exclusive music copyright and other resource advantages, it expanded rapidly. It took a year to overtake it in August 2015, and it has been maintained since then. far ahead.