iTunes great success , Zeng domestic legal music sites ecstatic. However, four years of attempts have proven difficult : Paid digital music download business model in China simply can not go through Fengchu Jun recent year are staying at home . Last year, he founded his own and turned off the music off network , it has been paying close attention to the trend of the digital music industry , and his original judgment with a reflection . "In the past few years , the domestic music download site is not a success, most of the more dead than alive ." June 14 , Fengchu Jun to the "Financial Times " analysis said, "This has been explained , paid digital music downloads in China simply walking pattern unreasonable . " Feng is the first legitimate music download paid advocates . Two years ago, he left to start their own network frog after he founded the use of paid music download mode TT music network ( later renamed the music off network ) . His judgment was quite optimistic: "This is certainly a lucrative industry ." Reason is that Apple's iTunes online music store has been a great success, in 2004 its revenue even close to $ 200 million . Today, however , the U.S. iTunes myth does not reproduce in the country . Not only is Fengchu Jun site was forced to close , other paid music download sites are mostly in trouble. In April this year , basketball giant Yao Ming Investment Whale Music gradually stopped updating , traffic also will fall into the trough ; Huaqi Patriot digital music network founded equally difficult to achieve profitability, completely reduced to the MP3 player promotional tool . "Before, I thought it was only domestic conditions are not ripe now appears that this model should be a problem in itself ." For digital music download sites embarrassing situation , Fengchu Jun made the most pessimistic conclusions. Of course, this does not mean that legitimate digital music business model from the end . Fengchu Jun believes that Sina "Music Library" , Tencent music mode appears, for the development of digital music has brought new inspiration. In the next period of time, more application model will continue to emerge. Free download into a global trend And paid music download mode embarrassment compared to the practice of free access to digital music is still popular today . Despite many years ago , about the free digital music is the "last lunch" filled with the voices of the media on paper . But the fact is , free strong vitality than imagined . Earlier this year, one of four major labels EMI Music announced that former enemies shake hands with Baidu , and announced the launch of free music " audition " service ; thereafter , Sina and Universal , Sony BMG, EMI, Warner and the Rolling Stones of the five major record companies " Sina Music " platform formally launched. Similarities of these two models is that the Internet companies and record companies do not expect users to pay to download songs, but hope that through the free music service , to share the huge popularity advertising revenue . " Users enjoy free , relying on advertising to make money , this is entirely the media concept ." Fengchu Jun believes that this new model now just take a start. The second half of next year , this business model will be more clear, and will become the mainstream music sites . In fact , not only in China , even on a global scale , digital music free downloads have become the trend. Global digital music giants and record companies have recently announced the cancellation of the DRM restrictions is an obvious sign. DRM, English full Digital Rights Management, which is the digital rights management, is used to protect documents, movies, music piracy is not the technical means . Obviously, no DRM digital music piracy and spread more easily . May 16 this year , the U.S. online retail giant Amazon announced the launch of digital music store , providing users with more than 12,000 from the record company millions of MP3 songs . It is worth mentioning that all of these songs without DRM restrictions. Prior to this, in early 2007 , Apple CEO Steve Jobs has been the traditional music industry a fierce attack , pointing out that the current DRM copyright protection hinders the development of digital music . April 2 , one of four major labels EMI, publicly announced support for Apple to the global retail market DRM-free music download service. Subsequently , Microsoft also offers DRM-free stand digital music services. Warner Music , Universal Music and other record giants have also tested DRM-free digital music . In fact, the U.S. music download market is declining . Late last year a market research report on the show , iTunes site full 2006 revenue fell 65% , while the average number of transactions also fell by 17%. In contrast, the emergence of free music mode but unstoppable. One of the most well-known than the SpiralFrog and Ruckus, just as with the advertising, " feed " television program , they also use advertising revenue to make up for the loss of record companies . This model also was a great success. Digital music ecological chain has thus begun to show a new look . " Record companies no longer rely solely on the fee to download to get the profits , but through free Internet dissemination to enhance the song 's influence, thus boosting its derivatives ( such as ringtones , concert ) sales ." Fengchu Jun to the "Financial Times" analysis say , this model also allows record companies and the Internet has been the contradiction between the first harmonic . "In fact , some domestic small record company in the promotion of new songs , often also need to free download sites provide some promotional costs ." An industry source said that to a few years ago , this story is almost impossible to imagine . Personalized " centrist " In the digital music download and free trial charges between the two modes , some personalized alternative profit model is also quietly emerging. June 14 , Tencent network and Sony BMG record company announced that promote the " Women's World Cup theme song ", the Tencent Internet digital music manager Zhu Daxin to the "Financial Times" revealed the unique characteristics of Tencent digital music business model. Despite the free trial , advertisers pay Tencent 's business model is an important direction value . However , Tencent music but currently the main profit model relies on "bundling " combination. In the past year , Tencent will completely embedded in the digital music chat tool QQ and QQ portal every level , and thus gained tremendous benefits. The profit model include: the introduction of the digital music QQ chat tool, paying members can listen to songs in the chat process , the use of background music , and even share songs with chatters ; digital music has also been introduced in the QQ blog , paying members can also using the Q-ZONE background music ; keeping even paying members of the QQ pet can sing. " The digital music embedded together with tools such as QQ , is the way to achieve short-term profit , but from the long term, we hope to create a play QQ music to meet the needs of various platforms ." Zhu Daxin revealed. According to Zhu , currently owned by Tencent music volume has reached 80 million users . Which number more than a few million paying members . Members pay $ 10 per month according to calculations , Tencent 's revenue in music may be up to several thousand . " I can not disclose the specific revenue , but be sure to tell you that this year, Tencent music has achieved profitability ." Zhu Daxin said. Similarly personalized profit model in other places continue to emerge. Not long ago , the record giant Universal Music and the electronic magazine platform X-Plus have launched electronic magazine. Previously, Feile record company has launched multimedia company with POCO electronic magazine . Although still rely on advertising revenue , but the digital music combined with the electronic magazine , still for future earnings has left a huge imagination. "The Internet and digital music are looking for an opportunity to combine different With development of the industry , many sites can find their own best model ." Zhu Daxin predicted.