From an industry perspective, the market concentration trend will become more obvious in 2009, and small and medium-sized DJ websites will basically exit in the winter. 80% of DJ Music Network’s market share and user views will be attributed to the top 10 websites or clients. The entire DJ website industry chain will become more complete, segmentation trends will gradually become clearer, and the division of labor responsibilities between different organizations will also gradually become clearer. Content homogeneity will be an industry-wide problem that needs to be solved. The practice of community interaction will be one of the development trends of DJ music website products in 2009. That is, changing from a supplier to a market competitor, this is definitely not good news for existing DJ music websites. Another potential market competitor will be portal websites. Chen Tong and Zhang Chaoyang will never let go of this business model that is gradually accepted by the market. In other words, the capital power behind the portal needs to find new highlights to gain capital after the stimulation of the Olympic Games. The market is happy, and DJ mode is a good choice.
From an operational perspective, DJ Music Website will strive to increase operating net cash flow in 2009, strive to achieve positive monthly or even quarterly net profit after tax at the end of the year, and change from a huge annual loss to a slight loss in the industry, in order to plan for its own success in 2010. The net profit after tax for the whole year was positive, and the company chose an opportunity to enter the stock market in 2011 (Nasdaq in the sunset? Conservative Hong Kong? Or GEM?) to facilitate the exit of investors. In order to achieve this goal, I personally believe (or speculate) that DJ56 [www.dj56.cin] and a8 [www.a8.com] must achieve revenue of one million yuan in 2009, A8's revenue will exceed 700,000, and PPS and UUSee will Just continue the good revenue momentum. At the same time, it cannot be ruled out that at the end of 2009, DJ music websites that did not meet the income standards were merged through M&A due to pressure from investors and then withdrew from the competition stage.
Therefore, as soon as the New Year is over, the 2009 "Not Short of Money" campaign by Chinese DJ music websites is slowly starting.
cost
The biggest cost of DJ music websites, and the one that is criticized the most, is bandwidth. Publicly available data is that iResearch has announced that the daily music on-demand volume of DJ56.com exceeds 1.6 million. Therefore, the monthly CDN payment cost of DJ56.com is more than 100,000 yuan, and the annual bandwidth consumption exceeds 1.2 million yuan. The bandwidth cost of my music network is the least, but it is still around 700,000.
At the same time, marketing expenses are also another large expenditure for DJ music websites. DJ56 has the largest marketing budget. The market cost is said to be more than 3 million per month. The forms include but are not limited to various forms of online community marketing, opinion leader marketing, online advertising marketing, etc. At the end of the year, there will also be an annual meeting, which costs a lot of money. Very huge. A8 slightly later, my music network occasionally does it.
After A8 was defeated by copyright dealers such as My Music Network, copyright purchase fees have also become an ever-increasing cost for DJ music websites. Especially after A8 completely gave up DJ music videos with no commercial value and switched to authorized DJ music, domestic DJ music websites began to transform one after another, buying or obtaining authorized high-quality DJ music content on credit from a large number of copyright providers. The cost of this copyright purchase makes the website heartbroken. DJ56.com’s “joint plan” and A8’s “My Music Network” are all authorized DJ music plans, so as to ensure the legality and high value of DJ music advertising.
If we take DJ56.com as an example, the monthly CDN plus market fees plus the rising DJ music copyright fees, the monthly expenditure is about 15,000, and we also need to calculate the monthly interest of possible bond financing in its financing, as well as personnel costs and The apportionment of historical construction costs is approximately less than RMB 2 per month, and approximately RMB 2.4 million per year. The cost of A8 is less than that of DJ56, about 2 million yuan. The cost of My Music Network is even lower. With the industry-famous "Luhua Peanut Oil" cost control capability, the annual cost is around RMB 1 million. The cost expenditure of DJ music player software is much better than that of DJ music websites, and they are one step ahead in copyright purchase. They have certain bargaining advantages compared to DJ websites, and the annual cost is effectively controlled within 50,000 yuan.
In 2009, in order to save costs, every DJ music website had some strange tricks. A8 adopts a "hard method", including senior executives, who do not have their own independent offices and work together with everyone in the office area. The rest include limiting CDN fees, reducing partner fees, slashing network promoter fees, etc. From the perspective of business operations, they are all very efficient internal financing of the company and a good way to "squeeze" cash flow to enhance the company's health. . As for websites such as DJ56.com and A8, they have gradually transformed from the My Music model with a seriously unsatisfactory input-output ratio to the Hulu model with good performance. They have reduced bandwidth costs while adding DJ music clients to reduce investment without reducing user experience. method (DJ music client is much cheaper than simple web DJ music).