Xiami is said to be closed, Alibaba does not have a musical dream?

11月29日，注册微博用户项政（前华纳音乐/全球音乐中国区市场总监）在其微博上发布消息称，"传闻虾米音乐将于明年1月关闭。"，夏米音乐的总编辑兼首席运营官目前正在北京开会，他们回国后必须进行一些人事调整。虾乐有可能被解散。

On November 29, Xiang Zheng, a certified microblog user (former marketing director of Warner Music / global music in China), posted on his microblog that "it is rumored that shrimp music will be closed in January next year." According to the user @ shell magnifying lamp, the chief editor and chief operating officer of Xiami music are currently meeting in Beijing, and they have to implement some staff changes when they go back. Shrimp music is likely to be dissolved.

这与音乐界独特的氛围和过去音乐家的密集工作有关。自2007年成立以来，夏米的命运几经改变。它原本被寄予了搅动国内网络音乐格局的希望，但现在由于一系列的失误，它已成为业界的边缘角色。

This has something to do with the unique atmosphere of the music community and the intensive work of musicians in the past. Since its establishment in 2007, Xiami's fate has changed several times. It was originally entrusted with the hope of stirring up the domestic online music pattern, but now it has become a marginal role in the industry due to a series of mistakes.

回首往事，一切还是遗憾。

Looking back on the past, everything is still a pity.

爱音乐的王皓，懂音乐的小虾

Wang Hao who loves music and shrimp who knows music

说到虾，王皓是一个无法绕开的名字——尽管他离虾很远。

When it comes to shrimp, Wang Hao is a name that can't be bypassed - even though he is far away from shrimp.

2007年，在阿里巴巴做了四年系统分析工程师后，王皓创立了虾米音乐分享社区，次年，夏米网成立了。

In 2007, after working as a system analysis engineer for four years in Alibaba, Wang Hao founded the shrimp music sharing community, and the following year, xiami.com was established.

虾米故事的出发点，也是国内网络音乐快速发展的起点。2007年前后，一批网络音乐产品相继成立，至今仍是PC互联网的世界。因此，网络音乐的创业故事与播放器和盗版这两个关键词密切相关。

The starting point of the story of shrimps is also the starting point for the rapid development of domestic online music. Around 2007, a number of online music products were established successively, which was still the world of PC Internet. Therefore, the entrepreneurial stories of online music are closely related to the two keywords of player and piracy.

在众多音乐初创企业中，虾米的存在颇为特殊，这与创始人王皓的特点有关。据公众介绍，王皓小时候就喜欢音乐。他在大学期间主修应用电子专业。在此期间，他组织了一支乐队，创办了"声音网"论坛，这是杭州市发布演出信息、交流音乐爱好者和乐队音乐家的平台。

Among a large number of music start-ups, the existence of shrimp is quite special, which is related to the characteristics of Founder Wang Hao. According to the public introduction, Wang Hao loved music as a child. He studied applied electronics major during his college years. During this period, he organized a band and founded the "voice network" forum, which is a platform for releasing performance information and exchanging music lovers and band musicians in Hangzhou.

这种对音乐的热爱被注入虾体内，赋予它们发现和分享好音乐的灵魂。比如说，用户总能在shrimp中找到相对较小、质量较高的音乐，评论区的讨论更侧重于音乐本身，具有高质量。

This love of music has been injected into shrimps, giving them the soul of discovering and sharing good music. For example, users can always find relatively small and high-quality music in shrimp, and the discussion in the comment area is more focused on the music itself, with high quality.

你知道这幅画的来源吗

Do you know the source of the picture

在接受采访时，王皓曾介绍，虾仁独特的产品质量是很多小细节。他对虾产品的设计做了很多小规定，比如：

In an interview, Wang Hao once introduced that the unique product quality of shrimps is a lot of small details. He has made many small regulations on the design of shrimp products, such as:

要求歌曲必须按照专辑的顺序排列，而不是按智能顺序或简单的播放热度；

It is required that the songs must be arranged in the order of the album, rather than in the intelligent order or simply playing heat;

播放器界面应显示歌曲的演唱者而不是明星；

The player interface should display the singer of the song instead of the stars;

收集时要下载吗？下载时要收集吗。

Do you want to download when collecting? Do you want to collect when downloading.

在音乐推荐中，虾米是"反智能"的，不会完全被数字牵着鼻子走。据当时的报道，虾米会将推荐权重向少数民族音乐倾斜："据统计，90%的用户喜欢王菲。根据逻辑夏米网，既然大家都认识王菲，就不需要推荐了，被推荐的是你不认识的人的10%。在夏米网在其近600万个音乐库中，每天有大约11%的5000多名独立音乐家的歌曲被听到。一些音乐家从长尾被一些听众发现并推荐，最终成名

In music recommendation, shrimp is "anti intelligent" and will not be completely led by numbers. According to the report at that time, shrimp would incline the recommendation weight to the minority music: "according to the statistics, 90% of users like Faye Wong. According to the logic of xiami.com, since everyone knows Faye Wong, they don't need to recommend, and those who are recommended are 10% of the people you don't know. In xiami.com's nearly 6 million music library, about 11% of the songs of more than 5000 independent musicians are heard every day. Some musicians were discovered and recommended by some listeners from the tail of the long tail, and finally became famous

正是基于对音乐的理解，在它诞生不久之后，没有巨人背景的虾米在业界独树一帜，并引起了巨人的关注。很快，虾迎来了他们命运的第一个转折点。

It is based on the understanding of music, not long after its birth, shrimps without the background of giants made their own fame in the industry, and attracted the attention of giants. Soon, shrimps ushered in the first turning point of their fate.

2013年，阿里巴巴收购夏米，成立音乐事业部。离开6年后，王皓再次成为阿里巴巴的员工。

In 2013, Alibaba acquired Xiami and established the music business department. Six years after leaving, Wang Hao became an employee of Alibaba again.

尽管夏米的文艺标签从诞生之日起就从未被弱化过，但王皓对音乐产业的认知是非常现实的。在重返阿里巴巴的第二年，王皓曾表示："这两年数字音乐市场会有很多变化。它将类似于早期的视频网站。未来，将是一个大资本进入巨型游戏的时代。作为一个独立的音乐平台，虾米将是更危险的保险，加上一些大集团和平台，会更安全。"

Although the literary and artistic label of Xiami has never been weakened since its birth, Wang Hao's cognition of the music industry is very realistic. In the second year after returning to Alibaba, Wang Hao once said: "there will be many changes in the digital music market in the past two years. It will be similar to the early video websites. In the future, it will be an era when big capital enters into giant games. As an independent music platform, shrimps will be more dangerous Insurance, together with some large groups and platforms, will be safer. "

事实上，在收购虾米前后，国内网络音乐版权大战已初现端倪。此时正处于移动互联网腾飞的起点，阿里巴巴的资源给予了小虾很大的支持。公开资料显示，在融入阿里巴巴系统的第一年，夏米就与灿星达成战略合作，并启动了《中国好歌》第二季的筹备工作。

In fact, before and after the acquisition of shrimp, the domestic online music copyright war has shown signs. At this time is in the starting point of the mobile Internet take-off, Alibaba's resources give shrimp a lot of support. According to public information, in the first year of integration into Alibaba system, Xiami reached a strategic cooperation with Canxing and started the preparation work for the second season of "China's good songs".

此时，阿里巴巴也对音乐产业充满热情。阿里巴巴通过收购shrimp正式进入音乐行业后，于2015年3月合并了shrimp music和天天天骄，组建阿里音乐。

At this time, Alibaba is also full of enthusiasm for the music industry. After officially entering the music industry through the acquisition of shrimp, Alibaba merged shrimp music and tiantiantiantouting to form Ali music in March 2015.

在阿里音乐成立的那一年，中国网络音乐遭遇最严厉的版权令：2015年7月，国家版权局下发《关于责令网络音乐服务提供商停止未经授权传播音乐作品的通知》，要求所有非版权音乐作品在2015年7月31日前全部下线。数据显示，在规定时间内，各在线音乐服务提供商下线的无证音乐作品超过220万件。因此，2015年被称为中国数字音乐元年。

In the year when Ali music was founded, online music in China encountered the most stringent copyright order: in July 2015, the National Copyright Administration issued the notice on ordering online music service providers to stop unauthorized dissemination of music works, requiring all non copyright music works to be offline before July 31, 2015. According to the data, more than 2.2 million unlicensed music works have been offline by various online music service providers within the specified time. For this reason, 2015 is called the first year of digital music in China.

最严格的版权令的出现，极大地改变了国内网络音乐产业的发展生态：随着音乐正版化时代的到来，版权成为网络音乐平台发展的基础，这需要强大的资本作为支撑。一大批实力不足的中小玩家被洗牌出局，百度甚至一度缺席。在拥有正版音乐库的基础上，探索相应的商业模式，回馈上下游，能够吸引用户，促进在线音乐产业的发展，是正版时代网络音乐平台的普遍发展路径。腾讯音乐和网易云音乐的发展路径也大致相似。

The emergence of the strictest copyright order has greatly changed the development ecology of the domestic online music industry: with the advent of the era of music legalization, copyright has become the basis for the development of online music platform, which requires strong capital as a support. A large number of small and medium-sized players who lack strength are shuffled out of the card board, and Baidu even has been absent for a time. On the basis of having a genuine music library, it can attract users and promote the development of online music industry To explore the corresponding business model and feed back the upstream and downstream is the general development path of online music platform in the legitimate era. The development path of Tencent music and Netease cloud music are also roughly similar.

因此，阿里音乐的成立，实际上为国内音乐产业的变革定下了正确的时机：在成立之初，阿里音乐不仅拥有小米和天籁两大平台，而且在阿里巴巴集团的支持下，获得了众多版权。

Therefore, the establishment of Ali music actually set the right time for the changes in the domestic music industry: at the beginning of its establishment, Ali music not only had two platforms, namely, Xiaomi and tiantiandiao, but also obtained many copyrights with the support of Alibaba group.

2015年，阿里音乐与环球、索尼、华纳三大唱片公司合作；

In 2015, Ali music cooperated with three major record companies (universal, Sony and Warner);

拥有新新音乐、滚石音乐、华严国际、BMG（贝塔斯曼音乐集团）、寰亚唱片等多家著名唱片公司的独家版权；

It has the exclusive copyright of many famous record companies, such as Xinxin music, rolling stone music, Huayan international, BMG (Bertelsmann Music Group), Huanya records, etc;

购买新一代的所有经典歌曲，如五月天、S.H.E、林友嘉、丁当、辛、白安、严珏、王薇薇、MP magic power、卓文轩、巴三瑶等，以及刘德华、张学友、周华健、张震岳、李宗盛、梁静茹、任贤齐、刘若英等。

Buy all the classic songs of the new generation, such as Mayday, S.H.E., Lin Youjia, Ding Dang, Xin, Bai an, Yan Jue, Olivia Wang, MP magic power, Zhuo Wenxuan, BA Sanyao, etc., as well as Liu Dehua, Zhang Xueyou, Zhou Huajian, Zhang Zhenyue, Li Zongsheng, Liang Jingru, Ren Xianqi and Liu Ruoying.

由此可见，阿里巴巴此时对音乐产业的投资意愿很强。对于身陷其中的虾米来说，情况显然在上升——这个行业正在向上发展，阿里巴巴也给予了大力支持。

It can be seen that Alibaba at this time has strong willingness to invest in the music industry. For the shrimps who are in it, the situation is obviously on the rise - the industry is on the way up, and there is strong support from Alibaba.

但在这个时候，灾难来了。

But at this time, disaster came.

来自地球的灾难

A disaster from the planet

2015年，网络音乐进入法制化时代后，阿里音乐从任何方面都是一股不可忽视的力量。然而，在网络音乐市场的战略决战中，阿里音乐在发展路线上犯了错误。

In 2015, after online music entered the era of legalization, Ali music was a force that could not be ignored from any aspect. However, during the strategic decisive battle of online music market, Ali music made mistakes in its development route.

2015年7月15日，阿里巴巴集团宣布高晓松和宋柯正式加盟阿里巴巴音乐，分别担任董事长和首席执行官。宋柯在接受媒体采访时表示，加盟阿里音乐后，两人的分工将非常明确：高晓松负责内容和战略，宋柯负责运营管理。当年12月底，高晓松通过微博宣布何炅以CCO的身份加盟阿里巴巴音乐。

On July 15, 2015, Alibaba Group announced that Gao Xiaosong and song Ke had officially joined Alibaba music, serving as chairman and CEO respectively. Song Ke said in an interview with the media that after joining Ali music, the division of labor between the two will be very clear: Gao Xiaosong is in charge of content and strategy, while song Ke is in charge of operation and management. At the end of December of that year, Gao Xiaosong announced that he Jiong joined Alibaba music as CCO through microblog.

Ali行星界面

Ali planet interface

正式发布后不到一年，2016年12月13日，阿里巴巴星球在苹果商店发布了一个更新，将停止应用程序中的音乐服务。

Less than a year after the official launch, on December 13, 2016, Alibaba planet released an update in the apple store, which will stop the music service in the app.

虽然阿里生命短暂，但对阿里音乐的影响却是毁灭性的。

Although Ali's life is short, the impact on Ali music is devastating.

首先，强行将天天籁变为阿里星的做法，造成了多年深耕积累的用户大量流失，从而降低了阿里音乐的整体市场份额。

First of all, the practice of forcibly converting tiantiantiandiao into alixing has resulted in a large loss of users accumulated after years of intensive cultivation, thus reducing the overall market share of Ali music.

其次，在关注阿里星球发展的时期，夏米在运行维护方面相对忽视。作为阿里音乐唯一的玩家，近一年的疏忽让虾米迅速失去了竞争优势，大量用户失去了对版权所有者的吸引力。在恶性循环下，曾经拥有好品牌的虾仁逐渐成为行业的边缘角色。

Secondly, in the period of focusing on the development of the planet Ali, Xiami was relatively neglected in operation and maintenance. As the only player of Ali music, the neglect for nearly a year made shrimps lose their competitive advantage rapidly, and a large number of users lost their attraction to copyright owners. Under the vicious circle, the shrimps who once held a good brand have gradually become the marginal role of the industry.

因此，阿里星球使得阿里音乐的两大产品遭受重创。出生于传统唱片业的宋柯，掌管阿里音乐。他不同的管理理念和管理风格导致内部冲突，团队一度陷入动荡。面对阿里音乐的困境，王皓在2016年底短暂复出，但不久又再次离开。几经周折，王皓现在选择住在东南亚。

Therefore, Ali planet makes Ali music's two major products suffer heavy losses. Song Ke, who was born in the traditional record industry, was in charge of Ali music. His different management concepts and styles led to internal conflicts and the team suffered turbulence for a time. Facing the poor situation of Ali music, Wang Hao returned briefly at the end of 2016, but soon left again. After many twists and turns, Wang Hao now chooses to live in Southeast Asia.

经过一系列挫折，阿里的音乐团队规模缩小，宋柯离开，结构不断调整。如今，阿里音乐的产品逐渐被边缘化。这个曾经拥有用户、版权和资金的重要玩家，由于商业领袖的战略失误，失去了昔日的荣耀。

After a series of setbacks, Ali's music team was reduced in size, song Ke left, and the structure was constantly adjusted. Today, Ali music's products are gradually marginalized. This important player who once owned users, copyrights and funds has lost its former glory due to the strategic error of the business leader.

阿里巴巴梦音乐？

Alibaba dream music?

阿里的音乐不断下降，虾米的生存状况越来越危险。

Ali's music continues to fall, and the survival situation of shrimps is becoming more and more dangerous.

2019年6月，拥有S.H.E、田馥甄等歌手版权的华严转投腾讯音乐阵营，这意味着虾米音乐失去了最后一个重要的版权地位。

In June 2019, Huayan, who holds the copyright of S.H.E., Tian Fuzhen and other singers, transferred to Tencent music camp, which means that shrimp music has lost its last important copyright position.

据《深声》报道，在唱片公司看来，除了考虑版权价格外，平台对其歌手的推广也是一个非常重要的维度。

According to "deep sound", in the opinion of record companies, in addition to considering the copyright price, the promotion of the platform to its singers is also a very important dimension.

华严之所以选择阿里音乐，是因为与腾讯音乐相比，阿里音乐可以为其艺术家提供更多的资源。此前，S.H.E的新歌《你是少年》和田馥甄的新歌《小幸运》都在shrimp首映，shrimp也在主页上配置了焦点地图等重要的推广资源。然而，由于用户的流失，唱片公司不得不重新考虑这个平台的价值。华严选择投资夏令营，足以反映阿里音乐影响力的下降。

The reason why Hua Yan chose Ali music before is that compared with Tencent music, Ali music can provide more resources for its artists. Previously, S.H.E's new song "you were a teenager" and Tian Fu Zhen's new song "little luck" were all premiered in shrimp, and shrimp has also allocated important promotion resources such as the focus map on the home page. However, due to the loss of users, record companies have to reconsider the value of the platform. The choice of Huayan to invest in the camp is enough to reflect the decline of Ali music's influence.

从2016年开始，网易云音乐就听到了独立融资的消息。时隔近一年，2017年4月11日，网易云音乐正式宣布获得7.5亿元的a轮融资；2018年10月12日，网易云音乐宣布已进入B轮融资，百度、通用大西洋、博宇资本等均为战略投资者。

Since 2016, Netease cloud music has heard the news of independent financing. Nearly a year later, on April 11, 2017, Netease cloud music officially announced that it had obtained 750 million yuan round a financing; on October 12, 2018, Netease cloud music announced that it had reached round B financing, with Baidu, general Atlantic, Boyu capital, etc., of which Baidu was the strategic investor.

2018年12月，拥有版权的腾讯音乐、三大音乐平台和国家级卡拉OK在纽交所上市。

In December 2018, Tencent music with copyright, three major music platforms and national karaoke was listed on the NYSE.

2017年，腾讯音乐娱乐集团宣布启动音乐人计划，将聚集QQ音乐、酷狗音乐、酷我音乐、民族卡拉OK、酷狗直播、5sing等六大平台，打造原创音乐人全产业链服务。

In 2017, Tencent Music Entertainment Group announced the launch of musician plan, which will gather six platforms including QQ music, kugou music, KuWo music, national karaoke, kugou live broadcast and 5sing to create the whole industry chain service of original musicians.

网易云音乐推出"石头计划"和"阶梯计划"，通过资金和资源的投入支持原创音乐人。在此期间，虾仁还推出了寻光计划，加入原创音乐支持的行列，但在影响力和音量上，却无法与竞争对手相比。

Netease cloud music launched "stone plan" and "ladder plan" to support original musicians through investment of funds and resources. During this period, shrimps also launched a light seeking program to join the ranks of original music support, but in terms of influence and volume, it was unable to compare with its competitors.

2019年9月，腾讯音乐提出了新的CTS战略，并表示将为行业带来更多的授权。在获得新一轮融资后，网易云音乐势必在内容层面加大投入。阿里巴巴入局可以为其提供更多的资金和资源支持。与阿里巴巴音乐相比，阿里巴巴音乐就像一个过客。

In September 2019, Tencent music put forward a new CTS strategy, saying that it would do more empowerment for the industry. After obtaining a new round of financing, Netease cloud music is bound to increase investment in content level. Alibaba's entry into the bureau can provide more capital and resource support for it. Compared with Alibaba music, Alibaba music is like a passer-by.

随着阿里音乐的衰落，虾米在阿里巴巴的命运变得越来越飘忽不定。

With the decline of Ali's music, the fate of shrimps in Alibaba has become more and more vagrant.

2019年6月18日，阿里巴巴调整组织架构，重组阿里巴巴创新业务集团。朱顺延作为总裁，负责UC及其移动创新业务，以及天猫精灵、阿里文学和阿里音乐。从那时起，夏米就与大型文化娱乐业分离开来。调整完成后不久，朱顺延在接受《第一财经》记者采访时，曾对阿里巴巴音乐、阿里巴巴文学等企业遇到的困难作出回应："我们不做吗？这是不可能的。我不满意。"

On June 18, 2019, Alibaba adjusted its organizational structure and reorganized Alibaba's innovation business group. Zhu Shunyan, as the president, was responsible for UC and its mobile innovation business, as well as tmall genie, Ali literature and Ali music. Since then, Xiami has been separated from the large cultural and entertainment sector. Shortly after the completion of the adjustment, Zhu Shunyan, in an interview with first finance and economics, once responded to the difficulties encountered by Alibaba music, Alibaba literature and other businesses: "shall we not do it? It's impossible. I am not satisfied."

然而，在新的行业竞争形势下，失去了用户和版权的阿里音乐将重返第一阵营。挑战有很多：没有用户，版权所有者就没有价值；没有版权，用户将逐渐失去价值。

However, under the new competitive situation of the industry, Ali music, which has lost both users and copyrights, will return to the first camp. There are many challenges: without users, there is no value for copyright owners; without copyright, users will gradually lose.

事情似乎已经走到了尽头，留给阿里音乐的时间并不多。

Things seem to have come to a dead end, leaving Ali music time is not much.

到2020年，虾的存在感将更加淡薄。面对现有菜品难以提升的现实，创新创业集团将宝藏放在了创新产品上——在对外交流方面，新推出的唱歌应用"唱鸭"取代了虾米，成为创新企业集团更喜欢展示的与音乐相关的表演。

In 2020, the sense of existence of shrimps will be even thinner. In the face of the fact that it is difficult for existing dishes to improve, the innovation business group has put its treasure on innovative products - in external communication, the newly launched singing app singing duck has replaced shrimps and become the music related performance that innovation business groups prefer to show.

现在，虽然关于关闭的传闻还没有得到官方的证实，但传闻的出现足以表明，这个曾经承载着很多人音乐梦想的产品似乎已经走到了尽头。

Now, although the rumor about the closure has not been officially confirmed, the appearance of the rumor is enough to show that the product, which once carried the music dream of many people, seems to be in the end.

一个显而易见的事实是：阿里巴巴或许还有音乐梦，但梦中的主角绝对不是虾。

An obvious fact is: Alibaba may still have a music dream, but the protagonist in the dream is definitely not shrimp.

Link：https://new.qq.com/omn/20201130/20201130A03ZMO00.html

update time：2020-11-30 18:51:02