How to regard the knowledge payment era?
In an age of information proliferation, people need credible sources of knowledge and reliable knowledge. At the same time, they also need to effectively use their own free time to increase the value of time. Cross-border and fragmented learning has distracted people’s time and traditional reading and school education have no way to meet the rising demand for knowledge. How to obtain valuable information has become a new pain point for users.
On August 9, 2013, “Logic Thinking”launched the “most unreasonable” paid membership system: 5000 ordinary members, 200 yuan/per person; 500 senior members, 1,200 yuan/per person. With 5,500 membership quotas, only half a day is announced and earned 1.6 million, which is probably the germ of knowledge payment. The entire industry began to develop in 2014–2015. Until the first half of 2016, the “voice for answering” paid voice product came out. The product had Wang Sicong’s blessing. It took about one month to get online, and it had access to more than 10 million WeChat users; after that Luo Zhenyu’s “iget” got online, the entire industry was ignited detonated. In 2017, it was an upsurge of knowledge payment industry.
Knowledge payment industry model
According to the status quo of the industry development, there are mainly the following three modes:
Content model: Mainly to put the content online and to produce high-quality knowledge content. The platform participates in the author’s development and screening, selection of topics, planning, brand planning, packaging, and sales. It is a platform for content-driven model, focusing on the quality of content protection. For example: iget, Fenda.
Technology model: A one-stop solution for content payment through technology + services. Providing content providers with graphic, audio, video, live broadcast, and other forms of content presentation, as well as highly interactive community operation functions and marketing functions. For example: Xiaoetong. Xiaoetong is a technical service provider focusing on content payment. Its founder is the original Tencent T4 expert. The biggest feature of this model is its decentralization. It is a closed-loop SAAS service tool.
Traffic model: It mainly deals with the distribution of content. It uses the platform’s own traffic to continuously develop and sign authors. After reaching the platform, people from various industries can independently perform content output, and the platform assists content distribution. Typical representatives include the Himalayas and others. The characteristic of this model is that the platform is centralized, and the traffic is concentrated on the platform. It is mainly partial operation and promotion. It has less intervention for specific content, low content production costs, and better meets a variety of individual needs, and this can better cater to Long-term development trends such as knowledge surplus and knowledge sharing.
Knowledge payment or knowledge service
Knowledge payment is beginning to be fully upgraded to knowledge services. Early IP payment and brand payment, more for individuals to pay for worship and the fans of the economy, knowledge payment is to use the asymmetry of knowledge, seize the admiration of people on the celebrity or professional mind, to create a pull The sense of sight is close to each other. After market education and baptism, it began to rise to truly pay for knowledge and growth. Users enter the two-way selection stage, and the situation of trafficking anxiety is becoming less and less.
The content is also changing. In the early days, more general education, such as economics, aesthetics, etc., are relatively large and poorly-operated content. Besides being related to users of the platform, it is even more critical that this period of time Users also did not figure out what they needed, but rather relieved their own anxieties. At this stage, users care about triggering the purchase, and what they learn is not the key. Entering the stage of knowledge services, practical content became more popular, and vocational education, technical services, etc. began to receive more and more attention.
The platform is also changing. Earlier some platforms focused on pure technology to help users complete the transaction. But now, in addition to basic technologies, more innovations and iterations of new technologies are constantly being implemented in accordance with the demand for the realization of content output groups, and more complete services are provided.
The future of knowledge payment
The existing knowledge service combines the characteristics of the three major industries of education, publishing, and media, but it is different. As lifelong education and competition become more intense, the demand for knowledge services will also become stronger and stronger. With the gradual return of knowledge payment to normal, the industry gradually becomes more rational, and the concept of knowledge payment is also expanding. It extends from a single graphic mode to video, audio, live broadcast, etc., from online to offline, from simple Training is expanded to various curricula such as question and answer sessions and training camps. In the future, constantly iterative content and services will foster more business models.