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　　Comics/Yu Ningshan

　　Changsha Evening News All-Media Reporter Ryan Yang Correspondent Song Xi Yang Ling

　　When we entered the solar term in beginning of winter, the temperature dropped, and most citizens felt unwell. Some of them had symptoms such as sneezing, stuffy nose and itchy nose. The number of patients who went to the emergency department of the hospital to see "colds" suddenly increased, most of whom were children and the elderly.

　　Symptoms of itchy nose, sneezing and runny nose must be a cold? Zhang Junjie, director and chief physician of the Department of Otolaryngology, Head and Neck Surgery, Changsha First Hospital, said, not necessarily, sometimes it may be allergic rhinitis. According to statistics, the current prevalence rate of allergic rhinitis in China is 11%, and the total number of patients exceeds 150 million. Prevention is the key to allergic rhinitis that is difficult to heal.

　　The child’s "cold" is allergic rhinitis.

　　Zhang Junjie introduced that a child who came to see a "cold" was admitted to his clinic on Monday. As soon as she entered the consulting room, the child’s mother asked, "Doctor, my son Xuanxuan (pseudonym) has caught a cold in the last six months. Is he in poor health?" I took him to the community hospital. I have been taking cold medicine, but it has no effect. Why? " Hearing Xuanxuan’s mother’s words, Zhang Junjie had a little doubt. Is the child really catching a cold? Are there any other diseases? After detailed inquiry, it turns out that every time the child gets sick, he has a stuffy nose, sneezing, runny nose, and sometimes a little itchy nose. There is no headache, fever, cough and other related symptoms. The symptoms are obvious when he gets up in the morning and basically relieved at noon. Combined with allergy-related tests, children suffer from allergic rhinitis instead of a cold.

　　"The child is ten years old. Why didn’t he have allergies before?" Xuanxuan’s mother still has doubts. Zhang Junjie explained that the onset of allergic rhinitis is related to many factors, such as sunlight, cold and heat, climate change and changes in air humidity, which can all induce allergic rhinitis; Hyperneurosis and violent mood swings caused by various reasons can also induce allergic rhinitis.

　　"Xuan Xuan has a younger brother. Will allergic rhinitis be transmitted to his younger brother?" Xuanxuan mother asked. "Allergic rhinitis is not contagious and will not be transmitted to others, but allergic rhinitis is related to heredity." Zhang Junjie said that clinically, patients with allergic rhinitis often have obvious family history, and Xuanxuan’s younger brother may have allergic rhinitis in the future.

　　Most allergic rhinitis has no systemic symptoms.

　　Autumn and winter are the high season of allergies, especially when the weather turns cold, the temperature difference between morning and evening is large, the weather is dry, and the nasal cavity is easily affected by external irritants, leading to allergic rhinitis. Zhang Junjie introduced that allergic rhinitis is a disease in which allergic inflammation of nasal mucosa occurs after susceptible individuals are exposed to allergens. The main cause of the disease is that allergens enter the body. Common allergens include pollen, dust mites, molds and domestic pets. If we don’t pay attention to it, allergic rhinitis will extend to the depths, further causing asthma, sinusitis, secretory otitis media and so on.

　　There is a difference between allergic rhinitis and cold. Common cold, commonly known as "cold", is mostly caused by virus infection, also known as acute rhinitis or acute upper respiratory tract infection. It is one of the most common infectious diseases of human beings, mostly occurring in winter and spring, with no allergic reaction, mostly sporadic, which can be prevalent in a small scale when the climate changes suddenly, and the symptoms are mostly sneezing, nasal congestion, runny nose and so on. Some symptoms are similar to allergic rhinitis. However, most colds are accompanied by cough, dry throat, itchy throat, burning sensation, and even dripping sensation after nose. In severe cases, there are fever, mild chills and headache. A cold is contagious, mainly spread through the air by sneezing of patients and droplets containing viruses, or through contact with contaminated hands and utensils.

　　Most allergic rhinitis is not accompanied by systemic symptoms and is not contagious. According to the duration of the disease every year, it can be divided into perennial allergic rhinitis and seasonal allergic rhinitis. Perennial allergic rhinitis, the symptoms of which last for more than 9 months every year, are mostly caused by indoor allergens, such as dust mites or their feces; Seasonal allergic rhinitis begins every pollen spreading season, and the onset season is basically the same every year.

　　Allergic rhinitis is mostly related to genetic and environmental factors, mostly children and young adults, and there is no obvious difference in the incidence ratio between men and women. The typical symptoms are mainly sneezing and watery nasal discharge, followed by stuffy nose, itchy nose and itchy eyes. Some patients have a temporary sense of smell loss. The disease can also be complicated with bronchial asthma, allergic pharyngitis, allergic conjunctivitis and other diseases. If children often rub their eyes and nose, they should consider allergic factors.

　　There are also differences in treatment between the two. If you are diagnosed with a cold, you need to use antiviral and anti-infective drugs according to the symptoms, and pay attention to rest, strengthen nutrition and exercise; If it is allergic rhinitis, local or systemic use of antiallergic drugs can obviously change the symptoms.

　　Prevention is the key to allergic rhinitis that is difficult to heal.

　　"The most important thing about this disease is to avoid contact with allergens." Zhang Junjie said that if people are allergic to pollen, they should reduce going out and wear masks and glasses when going out; Those who are allergic to dust mites should keep the indoor environment clean and dry, ventilate in time, and clean sheets and quilts regularly to reduce dust mites; People who are allergic to animal dander can’t keep pets. When the symptoms are obvious, nasal or oral antiallergic drugs can be used according to the doctor’s advice, and immunotherapy can also be used. Patients who seriously affect their work and study can be treated by surgery.

　　In addition, we should avoid falling into the misunderstanding of allergic rhinitis in prevention and treatment. For example, some people think that only children will suffer from allergic rhinitis. In fact, people of any age may suffer from this disease. Treating allergic rhinitis as a cold by mistake will not only reduce the symptoms, but also delay the treatment cycle; When allergic rhinitis symptoms appear, some patients will use decongestants in large quantities to quickly relieve the symptoms of nasal congestion. In fact, this kind of drugs can improve the ventilation of nasal cavity in a short period of time when they are used for the treatment of allergic rhinitis, and the clinical continuous use time is generally less than 7 days. Long-term continuous use is not only ineffective, but also may cause drug-induced rhinitis.

　　"Prevention is the key to allergic rhinitis that is difficult to heal." Zhang Junjie said that at present, there is no complete cure for the disease, and only drugs or surgery can improve symptoms or reduce the frequency of symptoms. There are many ways to treat allergic rhinitis, besides drug treatment, non-drug treatment such as external treatment of traditional Chinese medicine, surgery and desensitization treatment can also be carried out. Prevention is the most important thing. In the prevention of allergic rhinitis, the most important thing is to stay away from allergens. Pay attention to the change of temperature and keep your nose warm when changing seasons; Wash the nasal cavity regularly to wash out the particles that may cause allergies and reduce allergic reactions; You can also prevent allergic rhinitis through non-drug therapy of traditional Chinese medicine such as acupoint application.

　　Caption: At the debate scene, two people on the left are the positive Bai Bangrui and McMaster, and on the right are the opposing Ma Kaishuo and Wang Huiyao; In the voting before and after the debate, the opposing side finally won by 2%.

　　[Special correspondent of Global Times in Canada Lu Ou, special correspondent of Global Times Cao Ming] On the evening of May 9, local time in Toronto, Canada’s famous political debate platform — — "Munk Debates" was held with the theme "Is China a threat to the liberal international order?" The debate on the theme has aroused widespread concern in Canada and the United States. On the one hand, McMaster, former assistant to the President of the United States for national security affairs, and Bai Bangrui, author of "Centennial Marathon" and director of China strategic research at the Hudson Institute in the United States, think that China is a "threat"; on the other hand, Ma Kaishuo, a professor at the National University of Singapore and former rotating chairman of the United Nations Security Council, and Wang Huiyao, founder and director of the China Globalization Think Tank (CCG), refute the former view. There were about 3000 spectators at the scene. Before the debate began, the pros and cons voted, and after the debate, they voted again. Comparing the results of the two votes, the party with increased support rate was the winner. After three hours of heated debate, Ma Kaishuo and Wang Huiyao finally won the debate by a narrow margin.

　　Through deliberate exaggeration and false accusations, McMaster and Bai Bangrui wantonly attacked my domestic and foreign policies.

　　As the positive side of this debate, McMaster and Bai Bangrui, who hold the position that "China will threaten the free international order", mainly hold the following views:

　　First, the West has long pursued a policy of engagement with China, but it has been "cheated" by China. In the past 30 years, based on the assumption that China will not threaten the free international order, but will realize economic and political liberalization, the West has contacted China and invested heavily in it and trained its personnel. However, China is trying to dominate the new international order and rules. When China joined international organizations, it made many promises, but failed to fulfill them. For example, when it joined the World Trade Organization (WTO), it promised to open the market, but then used the market to force foreign companies to transfer technology. It also asked them to support China on issues such as Tibet and Taiwan Province and serve China’s foreign policy. China conducts systematic commercial espionage and steals sensitive technologies and intellectual property rights in key economic sectors and military fields to promote its own economic growth.

　　Second, China’s "dictatorship" has caused "damage" both at home and abroad. China government uses high-tech means to carry out monitoring, build a "police state", suppress ethnic minorities and religious figures and put them in "concentration camps"; Arrest rights lawyers and scholars and suppress the student movement; Strengthen media and news censorship and carry out anti-western propaganda; The establishment of a "social credit system" is essentially to increase the monitoring of the people in various fields. This system not only damages the freedom of people in China, but also damages the freedom of people in other countries. After Meng Wanzhou was arrested on suspicion of bank fraud, China kidnapped two Canadian citizens. The Communist Party of China (CPC) is exposing its "dictatorship" nature every day, and the people of China are increasingly awakening, hoping to escape from China.

　　Third, China exported the "dictatorship" model through the Belt and Road Initiative. Thirty-three countries have suffered unsustainable debts due to the Belt and Road Initiative, and eight countries are in deep crisis, including Venezuela, Ecuador, Cambodia and Zimbabwe. China tried to rebuild the historical tributary system and vassal relationship with China, undermine the sovereignty of other countries and challenge the international order. The United States, Canada, Japan, Australia and New Zealand should adhere to the "high" standard, hedge the "Belt and Road" and provide alternative financing options for other countries. China’s export of "dictatorship" mode is not a matter between China and the United States or between China and Canada, but a competition between a free and open society and a dictatorial closed system.

　　4. China ignores international rules and undermines the free international order. China’s militarization in the South China Sea is aimed at excluding the United States, intimidating regional countries and monopolizing the South China Sea, which violates relevant international laws and rulings of international courts. China’s "National Intelligence Law" requires enterprises to cooperate with the government’s intelligence work and obtain the communication data of the United States and Canada through China Communication Company, which has settled in North America. China’s global communication system poses a threat to data privacy, and any rational government should not allow China to build communication facilities for it. China allowed the export of fentanyl to the United States and Canada, resulting in a large number of deaths in the United States and Canada. The European Commission believes that China is a systemic competitor by pursuing different governance models. China’s neighbors, including Japanese and Indian, also regard China as a threat to the liberal international order. China has increased its defense expenditure and deployed a large number of medium-range missiles without being bound by Intermediate-Range Nuclear Forces Treaty, which has aroused Russian concern. China has also created a crisis of confidence among western countries, making it difficult for them to agree on China.

　　Ma Kaishuo and Wang Huiyao believe that China is the beneficiary and contributor of the international order, and the United States is the destroyer.

　　As the other side of the debate, Ma Kaishuo and Wang Huiyao argued and refuted the "China threat theory" with facts. Their arguments are as follows:

　　1. China is a beneficiary of the liberal international order and does not want to overthrow it. China’s GDP was only 1/10th that of the United States in 1980, but in terms of purchasing power parity, China’s GDP has surpassed that of the United States in 2014. In the past 30 years, China has risen from poverty to the second largest economy in the world, thanks to the free international order. This order has two advantages for China: first, sovereignty, that is, each country can decide its own behavior and future; The second is rules, which determine what can and cannot be done in international affairs. As the world’s largest trading country, if the rules-based international order collapses, China will suffer huge losses, so China has no intention of threatening the free international order. At present, China’s primary concern is to maintain domestic stability and development, not to build new international rules and order. As its strength grows, China’s international influence will inevitably increase, and it hopes to gain more respect. In the past 2000 years, China and India have been the top two economies in the world for the first 1800 years, and the West has only emerged as the leading power in the world in the past 200 years. However, the western countries’ foreign strategic mistakes led to the decline and end of their dominant position. The return and re-emergence of China and India’s strength is a historical necessity, and the West should accept this reality.

　　Second, the United States is the biggest threat to the free international order. The post-war international order dominated by the west has indeed brought benefits to the world, but the danger of collapse facing this order at present is not "homicide", but the "suicide" of the creator. Ma Kaishuo repeatedly quoted his best-selling book "Did the West Fail?" in the debate. The point of view in ". He once pointed out in his book that the West has made three strategic mistakes in the past 30 years: First, it has treated the Islamic world wrongly. Western military forces led by the United States intervened in the internal affairs of many Islamic countries and underestimated the power of Islamic religion, which caused a strong rebound. Second, after the Cold War, the West was immersed in the joy of "the end of history", blindly arrogant, humiliated Russia, and insisted on promoting NATO’s eastward expansion, which stimulated Russian nationalism and led to the rise of political strongman Putin. Third, it did not respect the principle of sovereignty, extended its hand everywhere, promoted Western-style democracy and freedom in many countries around the world, and instigated the "color revolution", which triggered the resentment of non-Western countries against the hegemony of the United States and the West, and also caused the strength of the West to be overdrawn.

　　China is willing to accept major international agreements, cooperate with other countries under the framework of the United Nations, make more contributions to the United Nations, and become a key supporter in tackling climate change, WTO reform and other issues. China is the only big country that has not waged war with foreign countries in the past 40 years. China has the military strength to recover the South Island Reef, but it chooses to abide by the "rules of the game". In contrast, the United States undermined the authority of the United Nations, undermined the operation of the International Atomic Energy Agency, withdrew from the Iranian nuclear agreement, obstructed the WTO reform process, and constantly "retired" and became a country that openly opposed multilateralism. From a military point of view, even in the last year of Obama’s term as President of Peace, the United States dropped 26,000 bombs on seven countries. When there was a dispute between Canada and the United States over the legal status of the Arctic Northwest Passage, the Canadian government was busy producing legal evidence and documents to prove that the relevant waters belonged to Canada, but the United States responded by sending destroyers directly to the waters. Many countries took the United States to the international court of justice when they had disputes with the United States, but the United States chose to ignore the relevant rulings. In this way, the United States sets an example for all countries to abide by international law, and at the same time, it constantly accuses China of violating international law.

　　Large American internet companies like Facebook ignore the rules and often choose the former when weighing profits and protecting users’ privacy. It affected the Brexit referendum and destroyed British democracy by putting lies into user accounts. Therefore, it is very necessary to strengthen supervision. In the free international order, to solve this problem, all countries need to jointly establish multilateral network operating rules, so that big companies such as Facebook and Huawei can act according to the rules. But the first country to oppose this is the United States, because it has the strongest monitoring ability in the world and does not want its own ability to be limited.

　　Third, the United States should listen more to the voices of the whole world and work with China to safeguard a free international order. There are 7.5 billion people in the world, but only 12% live in western countries, and the rest live in non-western countries. Therefore, the western "one-sided view" can’t completely and objectively reflect China’s real international behavior, but also depends on the views of another 88% of the world’s population. In fact, these people welcome the rise of China and are willing to cooperate with China for mutual benefit. The United States may not join the "Belt and Road Initiative", but many countries are waiting in line to join.

　　Small and medium-sized countries all want to uphold international law, and international affairs are decided by neutral institutions, not by superpowers unilaterally. As the United States continues to withdraw from multilateral agreements, what other countries need to do is to jointly safeguard multilateral order. If the United States really wants to maintain a free international order, it should show its sincerity to China and its willingness to strengthen the free international order, and set an example as the world’s number one power, instead of exploiting the loopholes of international law for its own self-interest. Ma Kaishuo in "Did the West Fail? It is pointed out that the West should adopt the "3M" strategy in order to achieve strategic extrication: First, it should adopt Minimalism, fight less and interfere in other countries’ affairs with less force; Second, embrace "Multilateralism", accept the fact that western power is declining, understand the ideas of non-western countries, and cooperate with other countries to strengthen the authority of global multilateral organizations and improve their efficiency; Third, the implementation of "Machiavellianism" and the use of "strategic cunning" to protect long-term interests and create a society that can improve people’s well-being. The biggest problem in the west now is that it doesn’t know itself, and it doesn’t realize that its strength is decreasing.

　　4. Undeniably, China still faces many challenges in improving human rights, but it has made great achievements. Decades ago, people in China had a poor livelihood, and no one even traveled abroad. But now the situation has changed, and the life of China people has greatly improved. Now, there are 134 million outbound tourists every year. However, western countries always look at problems with "black and white" thinking. American human rights standards are indeed higher than China’s, but this does not mean that American society is progressing and China society is regressing. In fact, in the past 30 years, the United States is the only major developed economy where the average income of low-income groups has declined. Two-thirds of American families can’t afford $500 in emergency cash. The United States is also the first developed country to use torture to extract confessions again. Look at Guantanamo.

　　The great debate about China is an intuitive embodiment of the repositioning of the rising China in the West.

　　This debate reflects that major western countries such as the United States and Canada are paying close attention to China’s role and future direction as China’s strength approaches the United States and is poised to surpass it. The debate about China in the whole society is an intuitive embodiment of its repositioning of the rising China, and it is expected that there may be similar debates in the future. At the same time, it also reflects the following specific trends:

　　First, the United States and its major western allies still have a high degree of consensus on the issue of "China threat". Before the debate, the audience voted that the proportion of "China is a threat to the free international order" reached 76%, while that of "is a threat to the free international order" reached 24%, reflecting that the "China threat theory" still has a high degree of identity in Canada and other major US allies. Most of the viewpoints in the debate between McMaster and Bai Bangrui are deliberately exaggerated and false accusations, which shows that the sense of urgency and anxiety in the US strategic community is rising with the narrowing of the strength gap between China and the United States and the expansion of strategic competition. Any move by China to develop its strength, even if it was not intended to be directed at the United States, was regarded as a threat by the United States strategically. For this reason, McMaster and his wife tried their best to play up China’s threat and damage to Canada, divide and alienate China-Canada relations, hold and consolidate the western United front, and rally around me.

　　Second, Canada and other medium-sized countries have a rising sense of confusion in the current evolution of the international structure. At present, the relationship between Canada and China has fallen into a trough because of the Meng Wanzhou case, and at the same time, differences with the United States have increased on many issues such as economy, trade and diplomacy. Canadian society and academic circles hope to clarify Canada’s position and direction in the future international structure through such big debates. With the intensification of the strategic game between China and the United States, there may be more middle-power countries facing the dilemma of whether and how to choose sides between China and the United States, and the debate on the game between China and China and the United States will further heat up.

　　Third, there is still room for public diplomacy and public opinion guidance. Ma Kaishuo’s point of view is supported by both strategic analysis and specific figures, which has had a positive impact on the audience. After the debate, the proportion of the audience who thought that "China is not a threat to the free international order" rose from 24% to 26%.

At present, under the fierce competition in the mobile music client market, Netease Cloud Music has increased its competitive chips by arranging videos, musicians, advertisements and live broadcasts. The obvious benefits also affect the experience of some users. At the same time, copyright issues have also led to the reduction of its users. But overall, Netease Cloud Music can still occupy a large share in the market with its strategic positioning of "music+social".

According to the data of iiMedia Research, the mobile music client industry in China continues to develop steadily, with the number of users reaching 533 million in the third quarter of 2018 (see Figure 1).

Figure 1: The scale of music client users in the third quarter of 2018 (data from Ai Media Consulting)

This data, the test report in the first quarter of Ai Media Consulting was 514 million (an increase of 1.78% compared with the fourth quarter of 2017, see Figure 2 for details). Although it has been predicted in the first quarter report of Ai Media Consulting that the user scale of mobile music client in China is gradually saturated and the market structure is stable, the user scale is still slowly expanding.

Figure 2: User scale of mobile music client in China from 2016Q1-2018Q1 (data from Ai Media Consulting)

According to the monitoring report of mobile music client in China in the first half of 2018, 66.7% of the interviewed mobile music client users are willing to pay for products or services in the client in the first half of 2018. With the increase of users’ willingness to pay for copyright, the competition of music platforms has gradually increased from single-point competition such as copyright and content to all-platform and all-field ecological competition.

To sum up, the market scale in China mobile music client industry is slowly expanding, and users’ willingness to pay is increasing. Moreover, the competition in the mobile music client industry in China has gradually shifted from copyright to pan-entertainment eco-competition in all fields.

In the mobile music client industry in China, the current camps have been basically stable. Since the advent of Cool Dog in 2004, Netease Cloud Music was born in 2013, and it quickly occupied the market as a dark horse. The scale of the mobile music client industry in China basically formed a three-legged pattern: Tencent Music (TME, including QQ Music, Cool Me Music and Cool Dog Music), Netease Cloud Music and Ali Music (including Xiami Music and Everyday Music).

As of July 2018, according to Quest Mobie data (see Figure 3 for details), the monthly user scale of online music industry top5APP is occupied by these three camps. Among them, TME harvested the top three.

Figure 3. Monthly user scale of online music industry top5APP (data from QUEST MOBIE)

All the above are the general situation of the whole industry.

So what is the situation of the whole industry for Netease Cloud Music? We can see this from three figures (Figure 3, Figure 4 and Figure 5).

Figure 4 Changes in the number of people who overlap Tencent Music APP and Netease Cloud Music and the exclusive rate (data from QUEST MOBIE)

Figure 5 Comparison of main application indicators between Tencent Music and Netease Cloud Music APP in July 2018 (data from QUEST MOBIE)

Figure 3 We can see the volume gap between Netease Cloud Music and Tencent Music. In Figure 4, we see that from July 2017 to July 2018, the number of people who have Netease Cloud Music and Tencent Music has increased (that is, the number of people who have Netease Cloud Music Halo and TME products has increased). As can be seen from Figure 5, Netease Cloud has a high music retention rate and unloading rate.

Then according to the differences between Netease Cloud Music and Tencent Music in the past, we can draw a conclusion:

The reason why Netease Cloud Music overlaps with QQ music users is that the Copyright Bureau intervened in February this year, which made the copyright exchange between Netease Cloud Music and TME reach at least 99%. The difference of 1% (Tencent’s unique copyright is about 5 million, and 1% of the copyright is about 50,000 songs) leads to a decline in the user experience, which leads to such a high 7-day retention rate of Netease Cloud Music. The unloading rate is also so high.

Another data can also reflect the correctness of the high conclusion from the side (see Figure 6 for details).

Figure 6 (the first quarter of 2018) Nearly 80% of users are accustomed to using multiple digital music apps at the same time (data comes from Bida Consulting)

Figure 6 shows that it is difficult for a single APP to meet all the needs of users.

The reputation of Netease Cloud Music (especially in song list recommendation and UGC) has always been very good, but users actually install multiple softwares, which also proves from the side that the reason why the user scale of Netease Cloud Music is limited is the copyright limitation.

As mentioned earlier, the user volume of Netease Cloud Music is far less than that of TME, but Netease Cloud Music has always been the growth of users with the difference of "music+social" and the support of some die-hard fans.

As mentioned above, it is precisely because of the difference of "music+social interaction" that Netease Cloud Music will not become a niche APP even though its copyright is restricted. It occupies the fourth place in the total number of users, far higher than Xiami Music.

Then, what are the advantages of Netease Cloud Music in the current situation of obvious disadvantages?

As product people, we prefer the following data to prove the existence of advantages, and then analyze the advantages and make iterative updates for future products.

1.3.1 User activity

User activity is one of the standards that can best reflect the quality of a product. It measures the user’s attitude towards the current product.

According to the comparison between QuestMobie’s list of monthly users in online music industry in July 2018 (Figure 7) and the list of monthly users in online music industry in July 2017 (Figure 8), it is obvious that Netease Cloud Music has the fastest growth rate in this year, and it has already threatened a cool music in TME.

It can be seen that the obvious shortcoming of Netease Cloud Music-music copyright issue has not caused a fatal blow to Netease Cloud Music. The current layout of Netease Cloud Music is also successfully bridging the gap, but the gap is still very large.

Figure 7 (the same as Figure 3) The monthly user scale of online music industry in July 2018 top5 APP (data from QUEST MOBIE)

Fig. 8 Monthly users of online music industry in July, 2017 top10 APP (data from QUEST MOBIE)

1.3.2 User stickiness

User stickiness reflects another dimension of the product: loyalty to the product.

As we saw earlier, Netease Cloud Music has a higher 7-day retention rate and a higher uninstall rate than other top five apps. We analyzed it because of the copyright issue of Netease Cloud Music. Then, the user viscosity can let us clearly see how many users are loyal powder.

According to the comparison of the monthly average usage times and activity rates of Tencent Music and Netease Cloud Music APP in July 2018 (see Figure 9 for details), we can clearly see that compared with TME, Netease Cloud Music has no disadvantage in terms of monthly average usage times and activity rates, and even has more advantages in combination.

This represents the current operation mode of Netease Cloud Music (the core is "music+social"). In the case of short-board copyright, the user’s loyalty is still not worse than the other three, and even has an advantage.

Figure 9 Comparison of main application indicators between Tencent Music and Netease Cloud Music APP in July 2018

1.3.3 User coincidence degree

The user coincidence degree we analyzed earlier represents the situation that Netease Cloud Music and other APP functions complement each other.

The higher the degree of overlap, the higher the degree of functional complementarity (see Figure 10 for details), and the higher the possibility of being irreplaceable.

We mainly analyze the number of overlapping users between Netease Cloud Music and TME. The higher the overlap, the greater the possibility of representing Netease. The following figure shows that the overlap between Netease Cloud Music and TME is increasing from July 2017 to August 2018. Although their respective layouts have changed, the advantages and disadvantages of APP are obvious, but at present, from the point of view of coincidence, Netease Cloud Music does not have the conditions to beat TME, but the market will not be eaten by TME.

Figure 10 Changes in the number of people who overlap Tencent Music APP and Netease Cloud Music and the exclusive rate (data from QUEST MOBIE)

And a very interesting thing happened here. Netease Cloud Music not only has an increased overlap with TME, but also has an overlap murder book with Bili Bili and Tik Tok, which is far superior to other music apps. It is secondary, young and trendy (see Figure 11 for details). This shows that Netease Cloud Music has achieved initial results in the layout of video functions.

Fig. 11 The number of people and the exclusive rate of Netease Cloud Music, Billie Billie and Tik Tok (data from QUEST MOBIE).

Advertising delivery

The first is the comment area advertisement.

Comments are a major feature of Netease cloud music, and browsing comments has basically become the habit of Netease cloud music users. Often, some popular music (even minority music with the rise of Netease Cloud) has rich comments. Even sometimes I forget the name of a song and still remember the comments, so putting advertisements in the comments is more in line with the interests of cooperative manufacturers and Netease Cloud Music.

Secondly, the support for new musicians (such as advertisements for new musicians in the interface) has also become one of the incomes of Netease Cloud Music.

This move does not directly charge fees, but because they are all online musicians on their own platforms, the payment caused by their promotion is also one of the incomes. Moreover, it is a win-win situation between the platform and musicians, and musicians will also directly participate in the dividends of advertising and other expenses. It is said that Mu Xiaoya will get nearly one million dividends in 18 years, which will also drive more UGC creation.

Finally, it is the most common open-screen advertisement.

Open-screen advertisers are mainly the promotion of high-end brands and Netease’s self-operated products (such as Netease koala, etc.). This is the most conventional way to collect money for advertising.

value added service

Netease Cloud has three common value-added services:

First, vip charges, the most conventional way of charging. Getting vip can get a higher definition sound quality experience, and can experience the services of non-members, such as advertising-free, personalized skin, etc. The second kind of value-added service is also very routine at present: listening to songs without traffic. The last one is knowledge payment, such as "Chen Li Living Room", which needs to be paid before listening, similar to the payment of common knowledge such as getting it.

Yun music shopping mall

There are three main ways to cloud music mall:

1. Integral mall, you can exchange points for coupons or vouchers of partners.
2. Welfare society generally deals in products endowed with musical meaning or related to music. Similar to ordinary e-commerce operations, but some will receive vouchers.
3. Ordinary e-commerce, selling their own goods or music areas.

But overall, Netease Cloud Music Mall is similar to the periphery of animation. Mainly engaged in music-related or music-endowed goods, the way to make a profit is simply to sell goods to make money.

Ticketing system

In order to solve the problem of scalping tickets, and unable to choose a suitable location or forget to buy tickets, Netease Cloud Music launched a ticketing system. The profit-making method is no different from other ticketing systems.

This not only serves the corresponding user groups in a targeted manner, but also reduces the impact of commercial advertisements on the user experience. Users click on the corresponding performance information and link to the specific page, where they can view the performance time, place, price and seats in detail and purchase tickets.

Netease Cloud Music is an APP that provides music services based on "music+social interaction" and takes users as the center. Relying on professional musicians, friends recommendation and social functions, online music title list, personalized recommendation, radio station, etc., focus on discovery and sharing.

In terms of music, with the song list as the framework, the user’s music needs are met through three sections: the song list established by the user, the daily recommendation recommended by the system and the song list of the system. On the social side, it is achieved through the song comments that Netease Cloud Music is famous for, as well as people and friends nearby. This enhances the sharing and communication properties of music, and pays attention to and encourages users to produce more high-quality UGC content to meet the needs of users’ music socialization, sharing and expression.

Netease Cloud Music is divided into five product structure branches: Personal Center, My Music, Discovering Music, Video and Search. Through the product structure of page analysis, we can see the bird’s eye view of the whole product and know the existence and completion process of each function. See Figure 12 for details.

Figure 12 Netease Cloud Music Product Structure Diagram (Analysis by Page)

Netease Cloud Music is a rising star in mobile Internet music. Netease Cloud Music has reached the fourth position in terms of mobile Internet music in terms of volume and users by means of "music+social interaction".

Figure 13 User Product Experience Path Map

Music is basically a necessity for almost everyone. Compared with all netizens, users of online music are obviously younger, and there is little difference in gender and intercity distribution characteristics (see Figure 14 for details).

According to the online music users’ age and inter-city distribution map in July 2018, users aged under 24, 25-30 years old and 31-35 years old account for 84.3% of the total users. The proportion of men and women is 51.4% and 48.6% respectively. According to TGI, female users are more consistent, which happens to be similar to the proportion of Netease cloud music users (see Figure 15 and Figure 16 for details).

According to Ai Media data, there are more women among Netease cloud music users. In addition, people under the age of 24, 25-30 years old and 31-35 years old account for more than 80% of the total users, reaching 89%. It can be seen that the distribution of user groups of Netease Cloud Music is basically consistent with the data of the whole industry, but the focus is slightly different.

Industry data shows that people under the age of 24 have the highest proportion, while Netease Cloud Music has the highest proportion of 25-30 years old; In terms of gender, Netease Cloud Music has slightly more women than men, while the whole industry data shows that men are slightly more than women, but TGI also shows that female users are more consistent.

Figure 14 The age and intercity distribution map of online music users in July 2018 (data from QUEST MOBIE)

Figure 15 Gender diagram of Netease cloud music users (data comes from iResearch APP index)

Figure 16 Age distribution map of Netease cloud music users (data from Ai Media Consulting)

In addition, according to QuestMobie’s online music user interest preference TOP20 in July 2018 (see Figure 17 for details), it can be seen that online music has a high penetration rate in various industries. Especially social, video and music. ; It can also be seen that music, learning and animation have higher values in the active penetration rate TGI.

Figure 17 TOP20 of online music users’ interest preference in July 2018 (data from QUEST MOBIE)

Comprehensive Netease Cloud Music is similar to the overall trend of the industry, with the age of about 24 to 35 years old, with little gender difference. In the entire online music industry, social, video and music have the largest active penetration rate, while music, learning and animation have the highest active penetration rate. We will get the user portrait of Netease Cloud Music as follows:

• Student groups:This group has more time, more social activities in the world, watching videos, listening to music, and more interest in school, and their age is basically under 24 and between 25 and 30.
• Young white-collar workers and Internet practitioners:Generally speaking, people in this group are more eager for new things than other age groups and industries. But relatively speaking, it belongs to a group with greater pressure, piecemeal time, more overtime, and more willingness to open up their own horizons and careers through study. It is a group with pressure, vitality and ambition, and rich feelings.

According to Netease Cloud Music’s recent layout of niche music, video and music originality, another user group of Netease Cloud Music can be deduced:

• Professional musicians and music creators:This group pursues fashion, freedom, sharing and quality.

According to Maslow’s demand analysis method, the priority of product functional design can be divided into five categories from high to low: usability, ease of use, ease of use, love of use and dissemination. According to this theory, we can get the product demand management priority of Netease Cloud Music, and then deduce the user demand of Netease Cloud Music.

As shown below:

Figure 18 Maslow Demand Analysis Diagram

"Music+Socialization" is basically what all music platforms are doing now, and Netease Cloud Music is a leader in this respect.

Netease Cloud Music’s approach is to make music resonate and communicate. People are emotional animals, especially when immersed in music, it is very easy to blend in or substitute their own experiences, and then they like to express their feelings about songs and share their experiences.

The music comment area has become the first stop for users’ UGC creation, and it also incorporates the social nature. When you can listen to songs, while listening to songs, you can watch stories that are similar or touching to yourself in the comment area, and you can pay more attention to commentators to achieve the purpose of socializing.

Figure 19 Screenshot of Netease Cloud Music Interface (1)

The second stop of UGC creation is the song list created by users themselves.

Everyone has his own taste, but there are always people who are similar to him, and there are always people who have songs that they like but haven’t heard. Therefore, song list recommendation came into being. Users can walk into the song list created by others through the song list name, classification or a piece of music with their own memories and feelings in the song list, discover new music, and even collect the song list.

When users use Netease cloud music, they will also classify their favorite songs. Your friends or through the nearby song list can also see the user’s song list and enjoy it, so as to achieve the purpose of "music+socialization".

Figure 20 Screenshot of Netease Cloud Music Interface (2)

The third stop of UGC creation is the music created by Netease Cloud musicians. This is the layout of Netease Cloud Music in terms of "copyright disadvantage+minority music+individual musicians". Introducing more musicians can not only satisfy the audience (especially the minority music audience), but also make people with musical talents or hobbies and dreams give full play to their own specialties and solve the copyright problems of some songs.

Figure 21 Screenshot of Netease Cloud Music Interface (3)

The social function is divided into four parts, namely, music comment socialization, song list socialization, and the dynamics of people and friends nearby. Among them, the socialization of music criticism and song list has been described in detail, so I won’t repeat it here.

The function of people nearby is a combination of "unfamiliar social interaction+music". Through the dynamics of people nearby, you can see the kinds of music that other users like. Even if you don’t pay direct attention to communication, you can make users enjoy more different songs through the song list or dynamics of people nearby, break the cognition of their original songs and increase the user’s stickiness.

Now, with the addition of video, we can not only see music and song lists through people nearby, but also see videos. Video is one of the key points in the layout of major companies now. The function of people nearby can also enhance users’ new understanding of Netease Cloud Music Halo, that is, "Netease Cloud Music Halo not only makes music, but also makes videos", thus achieving the purpose of diversification of Netease Cloud Music functions.

Friends are dynamic, which is similar to socializing with strangers. You can also see the songs and videos of users’ friends. The biggest difference is that friends tend to "socialize with acquaintances" dynamically, while people nearby socialize with strangers. Therefore, socializing with acquaintances has a unique advantage-it can communicate with each other through music. Even though a large number of users do not reach the point of acquaintance or communication through friends, the dynamics of friends have reached the social role as well.

Figure 22 Screenshot of Netease Cloud Music Interface (4)

Music recommendation is another major feature of Netease Cloud Music, which is mainly manifested in scene recommendation and personalized recommendation based on big data analysis.

Scene recommendation has the following functions in Netease Cloud Music: song list, recommended song list, anchor radio station, radio station classification, classical zone and other functions classified according to mood and environment; And a more distinctive running FM, dedicated to running scenes.

This greatly facilitates users to choose music that is more suitable for their mood according to their mood, environment and other conditions, and increases customer satisfaction, stickiness and loyalty. On the other hand, Netease Cloud Music has personalized recommendation based on scene classification, and users can also classify their own songs according to their own habits after using habits to enhance sociality.

Figure 23 Screenshot of Netease Cloud Music Interface (5)

Personalized recommendation is another function of Netease Cloud Music Word of Mouth Peak. Many users have shared music in social circles before, and commented that "this song really suits me", "Netease Cloud Music really understands me" and "this song is so good that it cries", etc. This is based on the big data such as the type and frequency of songs that users like to listen to, analyzing the recent listening characteristics of users and making recommendations. Of course, big data analysis needs data, and personalized recommendation may not be particularly accurate if new users use it less.

Personalized recommendation is embodied in private FM, daily recommendation, daily song list and so on.

Figure 24 Screenshot of Netease Cloud Music Interface (5)

According to the statistics of ASO100 books, Netease Cloud Music has a high score on the iOS system (see Figure 25 for details). The current score (as of November 2018) and all version scores (as of November 2018) are 4.7 points, indicating that iOS users have a high evaluation of Netease Cloud Music.

Figure 25 Netease Cloud Music iOS score statistics (data from ASO100)

On the other hand, the score of Android system (see Figure 26 for details) is much lower than that of iOS, with the highest score of 4.6 and the lowest score of 3.5 (Google Play data is 0, which is not included in the statistics). This shows that the Android system needs to continue to be optimized to further improve user satisfaction.

Figure 26 Netease Cloud Music Android Score Statistics (data from ASO100)

Through the ASO100 data, the typical users’ positive comments and negative comments are extracted as follows (Figure 27). A typical user refers to a user who appreciates or hates a certain point in favorable and unfavorable comments, and is representative.

Figure 27 screenshot of typical user comments

From the comments, it can be seen that users’ views on copyright requirements are not one-sided. Some have uninstalled the software because of copyright problems, but some have directly ignored this defect and continued to use it, but the copyright problem is still one of the problems that need to be solved. After all, listening to songs is the most basic function of Netease Cloud Music. If this function cannot be met, other functions are not so necessary.

With the more and more perfect function of Netease cloud music and the addition of profit factors, some users began to question the initial intention of Netease cloud music while enjoying better experience services. For example, the addition of video can make "music+picture sense" presented to customers at the same time, but for some customers who just want to enjoy music or recommend videos to influence their use, these have become design failures.

According to user feedback and user ratings, it can be seen that Netease Cloud Music has a large number of supporters. Although the copyright and the new layout affect the experience of some users, users have a high evaluation of Netease Cloud Music on both Android and iOS. However, in order to better maintain a high reputation, Netease Cloud Music should better adjust the strategy between profitability, new function layout and user experience, and maintain the user stickiness of loyal fans, so as to ensure that it is invincible in the industry shock.

No matter which organization’s survey data, we can see that the total number of online music users is increasing, and users’ awareness of paying is enhanced. The online music industry is still a valuable market. However, in this competition, Netease Cloud Music’s defects in copyright make it relegated to TME. However, according to the strategy of "music+socialization", Netease Cloud Music, a rising star market, will not be swallowed up by TME or other competing products in the short term.

Netease Cloud Music keeps making various attempts to get rid of the dilemma. Layout videos, musicians, advertisements, live broadcasts, etc. are all increasing their competitive chips. The benefits are obvious, but the decline of user experience can not be ignored. Nowadays, the online music industry is laying out its own pan-entertainment ecosystem, especially TME, which has formed its own ecological closed loop. Netease Cloud Music still needs to make more attempts to break the blockade.

Regarding the copyright issue, I have analyzed the disadvantages of Netease Cloud Music. However, in the short term, this disadvantage is not only the efforts to obtain copyright, but also the cooperation between their own musicians and Netease Cloud Music to ensure that the copyright of minority music does not go wrong and that they do not show disadvantages in minority music.

Competition in the online music industry has a long history, and it is still unknown who will win in the future.

　

This article was originally published by @ Sima Shizike. Everyone is a product manager. It is forbidden to reprint without permission.

The title map comes from Unsplash and is based on CC0 protocol.