Baidu Music is a Chinese music streaming which saw a merger with the Chinese music company Taihe Entertainment Group
Taihe Group’s Baidu Music has rebranded as Qianqian Music and even its graphics have changed. Even if the logo and the domain have changed, the functionality within the application and on the website has remained the same.
The application changes probably derive from the 2015 merger between the Baidu music service and the Chinese music company Taihe Entertainment Group. The move also aimed to improve Baidu’s Music’s offerings by leveraging Taihe’s library of local and international content.
Liu Xin: “An indispensable measure for us to fit in with the needs of emerging users”
Liu Xin, vice president of Taihe Music Group, said: “Baidu Music has been upgraded to Qianqian Music, which is not only a simple brand upgrade but also an indispensable measure for us to fit in with the needs of emerging users”.
The transformation of Baidu Music probably happened to adapt better the app to a Chinese music market that has very high numbers. Just think that there is a smartphone penetration rate of 92 devices for every 100 individuals, and 86% of users listen to music on their mobile phones.
Given the enormous potential of the market, this has created an increasingly competitive market for music streaming businesses, which is dominated by players including Kuguo Music and QQ Music.
Mobile music users made up 62.7% of total internet users at the end of 2017
The competition has also led to numerous lawsuits and licensing violations including QQ Music, Music NetEase, Alibaba’s Xiami Kuguo Music and Music and competitors on the market.
For its part, the government has also had to intervene. In fact, in 2015, the government was forced to apply strict copyright regulations, thus partially slowing the market.
According to research firm iResearch, mobile music users made up 62.7% of total internet users at the end of 2017, with a vast majority of users reporting a preference for pop music.
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