Group Discussion Week 3_Group 8

Group 8

LI Jiayuan

TENG Qianyu

ZHANG Yujia

ZHANG Leyan

ZHENG Xiaoyu

A joint membership for bilibili and QQ music

The partnership makes it possible for customers to buy a joint membership, which will be about 50 percent cheaper than buying memberships for both separately.

Strengths and Weakness?

1. Strength 

-in Bilibili: Bilibili has a strong following among younger generations, particularly those interested in anime, gaming, and pop culture, who is active in entertainment content creating and consuming. 

-in QQ Music: QQ Music boasts a large user base for Chinese music. It has many copyrights of music. 

2. Weakness

-in Bilibili: Because the contents of new media can be easily copied and spread, the membership of Bilibili can not always offer users enough added value. 

-in QQ music: QQ music is an old brand, and with some new Music app appears, its market competitiveness has lowered. Many of its users have shifted to other Music app like NetEase CloudMusic.

How are they compatible with each other?

1.Common target audience

Both QQ Music and Bilibili have a young, active user base, which allows both parties to more effectively reach their target markets when promoting music and video content.

2.Complementary services and resources:

QQ Music offers a professional music promotion platform with  a rich music resources, while Bilibili is known for its unique community culture and strong user-generated content (UGC) capabilities. This partnership allows both parties to jointly promote musicians and their work while providing users with a richer content experience.

3.The integration of the creator's fan base

For music creators, works published on QQ music can attract a group of fans, and music-related videos published on B website, such as song singing, music teaching, music creative videos, etc., can also accumulate another group of fans. The launch of the joint membership gives the fan base of these creators the opportunity to integrate with each other, the creators can get more attention and support on both platforms at the same time, and the fans can get a more comprehensive understanding of their favorite creators.

New values?

1. New user segment

Bilibili has a strong following among Gen Z and QQ music boasts a large user base for Chinese music. A joint membership could tap into both audiences and expand potential users. 

2. New business opportunity

A joint membership can offer significant discounts compared to subscribing to both services separately, making it more attractive to users. A joint membership could encourage users to spend more time on both platforms, engaging with a wider variety of content. 

3. Reduce competition

To some extent, it reduced their competition in music business. The platforms could integrate their service features, allowing users to switch between listening to music on QQ Music and watching related videos on Bilibili.

Risk?

For bilibili: Many songs require a membership to be listened to. Some people who do not have a membership in a music app will watch videos on the music section of Bilibili to listen to music, as these videos are free. After the joint membership was launched, people who had a QQ Music membership would use QQ Music to listen to music. This may lead to a loss of some music district users for Bilibili.

For QQ Music: With a Bilibili membership, a user may spend more time watching videos. Time spent using QQ Music may decrease.