Recently, some car users found an interesting phenomenon in the ``2021 Sound Economic Insights Report'' released by QuestMobile. Kuwo Music, which is ranked third in MAU (monthly active users), has 31.9% of among car users. Penetration rate became the industry's first.
Why is Kuwo Music becoming the number one car user? What exactly Kuwo Music has done to gain the preference of car owners? With a series of questions, let Let’s take a look at the reasons behind Kuwo Music’s becoming the industry’s number one car user penetration rate.
veteran online music platform has become the leader of in-car music
According to data, Kuwo is actually the first domestic application that supports in-car Internet music products. While NetEase Cloud and QQ Music devote most of their energy to the mobile phone game, Kuwo took a different approach. As early as 2016, it paid attention to cars, a natural scene suitable for music content, and incorporated it into the car service ecology, launching a strategy of differentiated competition. , To seize the track of the car music market segment.
As the Internet of Things technology is becoming more and more mature, scenes of in-vehicle intelligent entertainment services continue to emerge. Multimedia entertainment system, as an indicator to measure the soft function of the car, directly affects people's decision to choose a car and buy a car. At the same time, content is an important factor that determines the user's choice of in-car entertainment platform. Kuwo Music is backed by Tencent Music Entertainment Group (TME), which is one of the most copyrighted music platforms in China. Kuwo provides in-vehicle audio content in more diverse forms, not just limited to songs or music, content products cover news , Novels, storytelling, Quyi and other categories, scenes, and ages.
In terms of content recommendation, it can also be seen that Cool Me has spent much time.Not only is there a professional team responsible for operation, but also assists algorithm technology to discover user music characteristics, and customizes list songs, original radio stations and other content for users of different car brands. At the same time, Kuwo integrated the popular songs and the listening logs of car users (car owners) groups, sorted out 100 selected songs to form a popular song list and recommended by well-known music DJ Dong Hao to the top 10 songs on the list. This weekly updated section is welcomed by a large number of in-vehicle users. Content technology "grasp with both hands", based on the accumulation of massive interest data and algorithmic scene judgment logic, the Kuwo vehicle system can also recommend different playlists for car owners based on driving position, vehicle speed, travel scene, weather, etc., and go deep into the travel. Every detail.
In addition, the editor discovered at the "19th Guangzhou International Automobile Exhibition" held not long ago, Porsche, Mercedes-Benz, Cadillac, Audi, Jaguar, Infiniti and other luxury high-end brands The shadow of Kuwo can be seen in the in-vehicle ecosystem. The rich content product system, thorough insight into user portraits, and complete in-vehicle operation service team, and Kuwo's excellent strength in the field of content and products make it the preferred music cooperation target of many auto manufacturers. According to incomplete statistics, the number of Kuwo car-mounted activations currently exceeds 60 million units.
system is connected, intelligent control, and the driving experience is remarkable.
is different from the product design logic of mobile phones, and car music emphasizes convenience. Therefore, the functions of the mobile terminal cannot be transplanted bluntly, and it is necessary to fully consider the usage rules of the vehicle user's scene. Generally speaking, the concise and smooth control interface, without cumbersome sections, will be more popular with car owners. In terms of product design, Kuwo developers gain insight into user habits, conduct in-depth analysis of needs, and create simple and easy-to-use products on the vehicle side. While abandoning the complicated functions of the PC and mobile terminals, the practical functions such as voice control recognition are added to make the interactive use experience in the car scene smoother.
In fact, playlists, collections, etc. are the products after users spend time and costs when using music products. Whether rights and interests can be shared is also an indicator when users change music APP usage scenarios. Imbalance can easily lead to the loss of users.Kuwo connects the mobile terminal with the car terminal, and shares basic rights and interests. The user's account on the mobile phone can be synchronized on the car terminal. Favorite playlists, favorite music, frequently listened to radio stations... can be "recovered" in the car scene. carve". This feature provides users with great convenience for the management of cross-platform music content in different scenarios, not only can organize and collect favorite music content on the mobile phone, but also can conveniently enjoy it simultaneously on the vehicle side.
At the Audi A4L conference in April last year, the MMI infotainment system was particularly eye-catching. As an in-depth partner of Audi's Internet of Vehicles Entertainment Program for the first time, Kuwo Music has joined hands to create a smart and interconnected digital human-computer interaction cockpit for car owners, providing a new human-computer interaction experience like a smart phone. In addition, the data algorithm intelligent technology provided by Kuwo Music serves as a strong support to keep the mobile phone and the vehicle linked at all times, while also presenting more intuitive and intelligent in-vehicle information to the car owner. This "black technology" not only provides protection for driving safety, but also reduces the inconvenience of car owners' operation, and the user experience has been greatly improved. It is also a good reputation for Kuwo in the industry.
CoolWo car vinyl zone uses quality "accompaniment" to become the "optimal solution" of car audio source
As we all know, there are three key factors in car music experience, the car's own NVH, car audio hardware system, and playback The quality of the sound source itself. Vinyl music is different from the transcription form of digital music, it is a rare elegant and warm listening experience. Kuwo car vinyl zone (2496 24bit /96kHz) uses lossless encryption technology, and the sampling rate is 4 times higher than the lossless sound quality.
In today's all kinds of "lossless" flying all over the sky, Kuwo truly interprets what is "good sound quality" from a technical point of view. Coupled with the spatial structure of the car and the on-board sound field, the advantages of sound quality can be released to the greatest extent, bringing users an immersive music experience, and making the Kuwo car vinyl area the most important part of the sound source in the car music experience. Excellent solution".
The car music market is still in the blue ocean, causing many high-end car companies to covet it, but the qualification and ability of entertainment content operation has always been a major obstacle to car manufacturers, and it needs to cooperate with car music service platforms.With rich and high-quality content, excellent product technology, and the tacit understanding and industry mutual trust cultivated through long-term cooperation with manufacturers, Kuwo has become a leader in the in-car music entertainment industry.
The attitude of "doing things down to earth" is especially precious in this era. It has been observed that Kuwo Music has recently upgraded its brand concept and digs into the "accompaniment" attribute of music content. As a leading domestic Internet company, Kuwo Music continues to empower product upgrades with new technologies, actively expand business modules, enrich music content, and create Diversified audio-visual ecology. Perhaps the number one in the car music industry is just the first step in Kuwo's continuous exploration of the music scene.
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