Where is the development direction of knowledge payment?

Although practitioners know that there is still room for development of knowledge payment in the future, there is a common question in the industry: has the ceiling of adult knowledge payment arrived? Where is the next outlet for knowledge payment?

I don't know if you have noticed that since 20 18, there have been fewer open courses and online courses selling knowledge anxiety in the circle of friends. At the end of 20 17, an article named "Luo Zhenyu Scam" appeared on the Internet. The article points out that a group of knowledge content providers, represented by Luo Zhenyu, have grasped the learners' desire for rapid learning and growth, and provided a lot of knowledge content, but they can't fundamentally help users solve practical problems.

At that time, this article had a great influence on the whole field of knowledge payment. Even Luo Zhenyu got serious from the beginning when he didn't comment, telling the public that he would turn more energy to making knowledge-paid content and corresponding services.

Observing the small partners around us, many small partners bought a lot of knowledge-paid products because of knowledge anxiety, but after a year, they found that they didn't learn a few of these knowledge at all. They are anxious or anxious, and they don't. Therefore, on 20 18, they generally don't choose to buy these knowledge-paid products that focus on solving the problem of knowledge anxiety, and at the same time, they will discourage their relatives and friends from buying knowledge-paid content.

Under this negative influence, there are also some negative voices in the industry: is it cool to pay for knowledge, especially in the adult field?

Although practitioners know that there is still room for development of knowledge payment in the future, there is a common question in the industry: has the ceiling of adult knowledge payment arrived? Where is the next outlet for knowledge payment?

Today, let's discuss these issues together.

According to the data of "Analysis of Online Knowledge Payment Market and Development Trend in China in 20 18" released by iResearch, with the improvement of users' ability to identify and screen content in the process of using knowledge payment products, even the average repurchase rate of online knowledge payment products of middle and upstream content parties is only 30%.

Penguin Zhiku's data also shows:

Among consumers who have paid for knowledge, 28% said they were satisfied with the experience, 49.7% said it was average, and 12.3% said they were dissatisfied and thought they could find a free way to get it.

The slogan of knowledge payment is no longer the media opinion, so is knowledge payment really not good?

The answer is not absolute. From the online learning mode of knowledge payment, online learning has obvious advantages over traditional offline learning. Especially in the field of adult education, if knowledge payment can return to service value, it will affect people's consumption behavior and usher in a bright future.

Whether it is physical goods or virtual knowledge products, the price factor is the first threshold that affects people's consumption behavior after they have a desire to buy. Compared with the traditional offline learning, the online learning cost is generally only 1/3 or even110. For the main groups of adult education now, the post-80 s and post-90 s said that the price is completely acceptable.

In the field of adult education, a big problem is that learners will not have a "complete" day to study, and most of them use fragmented time. In traditional offline learning, learners need to spend a whole block of time and a lot of time and energy on the road in order to attend training classes or attend lectures, while online learning can help learners greatly reduce the cost of time and energy.

For learners, the reward after learning is the decisive factor. In traditional offline learning, the return of one-time learning is actually limited, while the advantages of online learning are completely highlighted: you can listen repeatedly and learn anytime and anywhere, which greatly consolidates the learning effect and makes the return more obvious.

Although the theory of knowledge payment is getting worse and worse, when we return to the rational analysis of service value, the advantages of online learning are actually obvious.

According to the data of the Economic Report on Paying for Knowledge, more than 55% netizens pay for knowledge. IResearch said: With the rapid development of mobile Internet, our habit of acquiring knowledge has changed, and acquiring knowledge online has become a long-term and continuous demand of people. At the same time, with the maturity of the membership system in recent years, people have gradually developed the habit of paying for high-quality Internet content.

On the whole, the content payment penetration rate continues to increase, and the content payment market has great potential.

So, how will the ecological future of knowledge payment go?

According to the current development trend of knowledge payment market and people's actual experience in purchasing knowledge payment products, we should clearly realize that the once-shouted solution to knowledge anxiety is actually a false proposition of knowledge payment, and the next stage of knowledge payment must focus on how to make learners obtain truly effective learning results.

Based on such a big development direction, we can judge the development trend of adult knowledge payment field as follows:

Nowadays, there are many knowledge payment platforms on the Internet, but compared with the platforms, the content side seems a bit "sparsely populated". Whether it is the headboard or the tail power, the content loaded is similar; The content section is either a chicken soup for the soul or a success, which is one of the reasons for the poor user experience.

The education industry is actually a typical slow industry, and the content is always the core issue of education, so returning to the content is the inevitable trend of knowledge payment.

So what kind of content segments can cause consumers to continue to pay? Starting from the fundamental needs of people, it can be judged that the following three sectors will be the core areas of knowledge payment.

1) workplace skills

Not only in the field of knowledge payment, but also in the whole education market system, workplace skills are the most needed content sector. From the earliest computerized accounting to the later English training, and now to some design and office skills training represented by tools, all show vigorous vitality.

The fundamental reason why the content of workplace skills has always been popular is that it can effectively solve the actual needs of professionals.

Workplace skills include two parts:

The acquisition of traditional soft skills is mainly achieved through the experience in the middle of practical work; Through the knowledge payment model, soft skills courses can completely benefit more people.

2) hobbies

In the field of online education, the content of hobbies has developed by leaps and bounds, such as art and music.

The main reason why hobby content can be so vigorous is interest orientation. Learners themselves don't have too high requirements for learning results, but more are the fun they get in learning and the recognition of teachers.

Starting from what people like best, there is no need to promise the learning effect, and the life cycle will be very long.

3) knowledge expansion

Knowledge expansion is a rising content in recent years, and it is also a particularly extensive content spread on the Internet.

Take get as the representative, invite professionals in industry segments to produce high-quality content according to the standard production process to help broaden the knowledge and realize the effect of "guiding the way by the gods".

It should not be ignored that the content of knowledge expansion has great limitations today, and it is difficult to solve the practical problems of users and ensure the learning effect; How to polish products that directly hit users' pain points requires more exploration and attempts.

Most of today's knowledge-paid products basically provide services such as listening to audio or watching videos, and at most assist in one or two live broadcasts or answering questions in WeChat groups. However, looking back on our learning experience from childhood, we will find that in the past, after class, teachers would arrange some related after-school exercises, and at the same time, communication with teachers and classmates was also essential.

However, the conventional service content of these traditional education industries is still a fatal shortcoming in today's knowledge payment field. Why is the learning effect of knowledge payment poor and the word of mouth bad? The fundamental reason lies in the lack of learning service and necessary learning process support.

What should be the learning mode of knowledge payment?

Knowledge payment needs to balance three key points: fragmented learning, learning scale and learning effect, all of which are indispensable. From course self-study to mooc University, double-teacher classroom to online 1V 1, there is no truly balanced knowledge paid learning mode in the industry.

According to the practice and inference of industry experts, the standard service mode of knowledge payment in the next stage will be 1+ 1+N mode.

The first "1" stands for standardized courses.

This course will be presented in the form of "video" or "audio" for learners to complete self-study. This "1" satisfies the anytime and anywhere nature of fragmented learning, gives learners the greatest freedom, and also meets various problems brought about by the increasing scale of learning.

The second "1" stands for online training camp.

The core problem to be solved in online training camp is to produce learning effect. The online training camp mode is to move the offline centralized learning mode to online for a period of online centralized training, and achieve the learning effect through the trinity operation of learning process, learning atmosphere and learning evaluation.

The general practice is to divide all the participants in the training camp into different groups and then assign corresponding teachers. Each student needs to complete the corresponding homework in the learning process, and then give it to the teacher for correction and comment. There will be practical exercises throughout the training camp, which will be carried out according to the learners' own situation or using real cases, so as to help learners apply what they have learned.

At the same time, teachers need to grade each learner in stages and make an overall evaluation when learning is completed; Teachers also need to show the effect of group learning and create a corresponding atmosphere.

From the three dimensions of learning process, learning atmosphere and learning evaluation, online training camp will be more compact than mooc mode, with clearer learning objectives and stronger learning atmosphere, and students' participation and final learning effect will be stronger.

And the last "n" represents the realization of various teaching AIDS through the power of science and technology.

For example:

These auxiliary means will make the interaction between teachers and students closer, make the learning efficiency higher, make the learning process more complete, and make the learning method more humanized, so as to finally achieve the purpose of improving the learning effect.

Intelligentization of science and technology is the trend of continuous development in various fields, and education is no exception. The mainstream development direction of educational technology in the future, we can boldly predict, is the access of VR and AR mode.

At present, we generally stay in the mode of watching videos and listening to audio in online learning, but how to actually contact teachers and other learners is a necessary demand for a learner. Through VR and AR mode, there will be closer contact and interaction between teachers and students, and between students and students, which will greatly improve the learning atmosphere, learning experience and learning effect.

At the same time, the comprehensive cut-in of the entire AI technology will also be a major development trend of online education in the future. In the current online education field of K 12, relevant institutions have tried to realize the AI teacher model. This means that in the future classroom, the teacher we directly face is not a real teacher, but probably an AI teacher. And this AI teacher can help you solve 80% of the common problems, and the remaining 20% will be solved by real people.

Only the comprehensive development of AI technology can make online education enter a broader stage.

In the field of culture and education, the longest and most valuable way to realize it is to produce IP and drive growth through the kernel. Today, the two giants in the field of traditional education, New Oriental and Xueersi, take this route. In the field of online education, due to the powerful communication and influence of the Internet, the establishment of personal education IP will be faster and the scale effect will be greater.

The brand "Get" has been less than two years, but it has become one of the most influential brands in the field of knowledge expansion. Another example is the Himalayan platform, which has become a company with a valuation of more than 20 billion in just six years.

Therefore, it can be predicted that there will be at least five national IPS in each segment in the next three years. Whoever can truly become the IP representative of the segmentation field will occupy a huge lead in the next stage of knowledge payment competition.

In the next few years, the market scale of knowledge payment will double, and knowledge payment will also enter the stage with learning effect as the core. At that time, it is very likely that there will be such large enterprises as New Oriental and Learning and Thinking, which is undoubtedly a great challenge and opportunity for the current knowledge-paying practitioners.

Paying for knowledge, like buying books and attending training offices, is an intellectual property business. It's just that the battlefield has turned online. So will this demand disappear? No, but will the competition become more and more fierce? Of course! This is the law of the market.

The development direction is from graphic to video, from video to social, and then to customized services. Knowledge can definitely play more tricks than offline. It is actually very difficult to rely solely on the recommendation of the platform. You must also have product innovation and marketing awareness.

Low entry threshold does not mean easy success. On the contrary, it represents more intense competition. It is not easier to pay than traditional writing and training lectures to achieve the income of the head. But unlike the traditional Red Sea, you are either out or alive.

Since the environment has changed, the idea may need some transformation, and it may be more appropriate to pay for knowledge as the entrance to making friends. This is something that traditional media cannot do. In fact, even traditional publishing is now only a means to expand its influence.

The core of knowledge payment in the future is to provide more application cases and software tools besides theoretical knowledge, which can directly guide students' actual operation.

Knowledge payment = theoretical formula+theoretical formula of application problems

Now there are a lot of principles. Everyone who pays for knowledge has his own special app and a bunch of dry goods, but when you want to use it, you find that the operability is not strong. But theory is the foundation, you must learn it first!

application problem

I bought a member of WPS, and the reason for buying it must be to write all kinds of materials. I remember once writing a contract for a new industry. I racked my brains all morning and always found that many places were not clearly considered. As a result, I found a contract with the same scene on the WPS template, which was immediately filled by members. According to the actual situation of this contract, the contract was completed in one hour, and the leaders were very satisfied. Why people are willing to pay for knowledge, because this knowledge can save their time and improve work efficiency.

On the theoretical basis, knowledge payment must be operable.

The future direction of knowledge payment

In a word, the field of knowledge payment in the future is bound to be a theoretical simplification and operational direction. And the information provided to students will also change greatly.

Now knowledge is paid: articles, videos, audio, one-on-one guidance.

Pay for future knowledge: articles, videos, audio, one-on-one guidance, and apps that can actually use this knowledge.

For example, the paid knowledge course is "Manage your time effectively". In addition to providing you with various learning materials, I also want to provide you with a "time list management APP", which is similar to "tick list". He made all the key knowledge in the previous theoretical study into application specifications, so that we can review the theory in the process of use, understand the essence of time management, and at the same time use software to truly achieve the purpose of learning.

In the future, the price of knowledge sales may be reduced. They can make this knowledge into an operable APP, which can guide practical work and make money by charging monthly through the APP.