Based on the popularization of the Internet and mobile payments, the willingness to pay and consumption concepts for "content" and "knowledge" are changing - the "knowledge payment" trend is coming. Knowledge payment helps people filter information efficiently, and also encourages the purchase of high-quality content.
Production.
The desire for high-quality content is a manifestation of consumption upgrades; paying for high-quality content is also becoming an intrinsic demand of consumers. Platforms that can provide knowledge sharing for individuals with specialized skills are increasingly improving.
In the trend of paying for knowledge, ordinary people can also participate and share the benefits. "Knowledge is wealth" is a classic motto.
Today, with the rapid development of Internet technology and the changes in people's willingness to pay for knowledge and consumption concepts, possessing knowledge is no longer just described as being knowledgeable or knowledgeable, but the real source of wealth.
Since 2016, a series of iconic events have made content payment gradually become fashionable.
On May 15, 2016, the paid voice question and answer platform "Fengda" was launched.
Through this platform, you can quickly find the person who can help you and answer your questions in one minute. Many celebrities and experts in various fields have also joined the pay-for-answer model.
Subsequently, Luo Zhenyu, the founder of Luoji Thinking, worked hard to create the "Get APP", Zhihu launched Zhihu live, and so on.
Entering 2017, this trend shows no signs of slowing down.
On March 7, Douban launched its first paid product - "Douban Time"; later Tencent CEO Ma Huateng said that WeChat public accounts are accelerating the launch of paid subscriptions.
In an era where attention and high-quality content are becoming increasingly scarce, these sensitive institutions and individuals seem to have smelled the wind coming from afar and are ready to take the wind with their knowledge.
From content entrepreneurship to paid knowledge, he is a prophet.
The first people to feel the "wind is coming" were entrepreneurs in the industry.
Zhou Yuan, founder of Zhihu, said at a press conference in 2016, “In the past year or two, users’ willingness to pay and consumption concepts for content and knowledge are changing – people have changed from being unwilling to pay to being willing to pay for high-quality content.
, pay for similar products with better services, and this trend is accelerating.”
This is indeed good news for content entrepreneurs, after all, they have been working quietly for a long time.
Take Zhihu as an example. In the second half of 2012, Zhihu abandoned the invitation code model and began to encourage users to register. By 2016, Zhihu had 65 million registered users and 18.5 million daily active users.
For a long time, Zhihu has met users in the form of a knowledge community.
Regrettably, a large user base does not bring cash flow.
Those users who immerse themselves in producing content on Zhihu are more interested in sharing and answering questions.
Until the launch of Zhihu Live last year, Zhihu may have had a product internally for the first time that could achieve stable and considerable cash flow.
At this moment, all the years of perseverance were worth it.
In addition to Zhihu, content entrepreneurship also bore other fruits in 2016.
Only one and a half months after "Fengda" was launched, it already has more than 10 million listening users, 1 million paying users, and a transaction volume of more than 18 million yuan; on December 4, 2016, Ximalaya FM's first "123 Knowledge Carnival" sold a transaction of 50.88 million yuan
The amount ends; on June 5, 2016, Luo Jisiwei's "Get APP" launched its first paid subscription column. So far, the sales volume of 19 paid subscription columns has exceeded 850,000 copies, with sales exceeding 170 million yuan... 2016
Payment for knowledge has experienced explosive growth in 2016, and the realization of knowledge has indeed brought surprises to many people.
Therefore, 2016 is also known as the “first year of payment for knowledge”.
The time is right, the place is right, and the people are in the right place. The knowledge payment model has emerged, taking advantage of the right time, place, and people.
For those who want to acquire knowledge, the present is indeed the best of times, because knowledge has never been as readily available as it is today; but it is also the worst of times, because knowledge has never been as abundant and redundant as it is today.
Taking the WeChat subscription account as an example, we can receive content pushed by self-media at different times every day. We only have a taste of most of the content, and some are completely ignored.
In fact, the number of WeChat public accounts that a reader can follow is only a handful in the ocean of information.
This fragmented and pan-entertaining information makes it difficult to focus our attention and makes it difficult to discover high-quality content.
Therefore, sifting out the most valuable information from massive amounts of information has become an extremely costly task.
When people's attention to time costs gradually exceeds the channel cost of obtaining information, paying for high-quality content can liberate users from massive information.
The desire for high-quality content is a manifestation of consumption upgrades.
Analysys International recently released the report "Knowledge Payment Trend is Coming", which believes that the rise of knowledge payment stems from the major transformation of my country's consumption structure from survival to consumption - under the premise of the rapid growth of residents' per capita disposable income, residents are The proportion of consumption focusing on basic survival needs such as food and clothing has decreased, and a new consumption structure focusing on education, culture, and entertainment based on human capital investment is taking shape.