How does traditional education seize the opportunity brought by the "window" of knowledge payment?

Based on the popularity of Internet and mobile payment, people's willingness to pay for "content" and "knowledge" and their consumption concept are changing-"knowledge payment" is coming.

Paying for knowledge is conducive to people's efficient screening of information and also encourages the production of high-quality content. The thirst for high-quality content is the performance of consumption upgrading; Paying for high-quality content is also becoming an inherent demand of consumers.

The platform that can provide knowledge sharing for individuals with special skills has become increasingly perfect. In the tide of knowledge payment, ordinary people can also participate and share the bonus.

"Knowledge is wealth" is a classic maxim. With the rapid development of internet technology today, with the change of people's willingness to pay for knowledge and their consumption concept, knowledge is no longer just described as having knowledge or insight, but a real source of wealth.

Since 20 16, a series of landmark events have gradually made content payment fashionable. 2065438+May 2006 15, the paid voice question-and-answer platform-"Answer" was launched. Through this platform, you can quickly find someone who can help you and answer your questions within one minute. Many celebrities and experts in various fields have also joined the paid question-and-answer mode. Subsequently, Luo Zhenyu, the founder of Luo Ji Thinking, made every effort to create "Get APP", and Zhihu went online to know about live and so on.

Entering 20 17, this trend shows no signs of slowing down. On March 7th, Douban.com launched the first paid product-"Douban Time"; Subsequently, Tencent CEO Ma said that the official account of WeChat WeChat is accelerating online paid subscription.

In an era of increasing scarcity of attention and high-quality content, these sensitive institutions and individuals seem to smell the wind blowing from afar and are ready to rise with knowledge.

From content entrepreneurship to knowledge payment

Spring river plumbing duck prophet. The first to feel the "wind is coming" is the entrepreneurs in the industry.

Kelly Y Zhou, the founder of Zhihu, said at a press conference on 20 16, "In the past year or two, users' willingness to pay for content and knowledge and their consumption concepts have changed-people are no longer willing to pay for similar products with high quality and better service, and this trend is accelerating. "

This is really 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 20 12, Zhihu abandoned the invitation code mode and began to encourage users to register. By 20 16, there were 65 million registered users and 8.5 million daily active users in Zhihu. Zhihu has always met users in the form of knowledge community. Unfortunately, a large number of users did not bring cash flow. Users who are immersed in producing content on Zhihu are more likely to share and answer questions. I didn't know that Live was launched until last year, and I knew for the first time that there might be a product in Zhihu that could realize stable and considerable cash flow. At this moment, it is worthwhile to persist for many years.

In addition to Zhihu, content entrepreneurship also produced other fruits on 20 16. Only one and a half months after its launch, Fen -A has more than100000 listening users and100000 paying users, and the transaction amount exceeds180000 yuan. 20 16 12.4, the first "123 knowledge carnival" of Himalayan FM ended with 50.88 million transactions; On June 5, 20 16, the first paid subscription column of "Get APP" under Luo Ji Thinking was launched. Up to now, the sales volume of 19 paid subscription column has exceeded 850,000, and the sales volume has exceeded 654.38+700 million yuan. ...

In 20 16, knowledge payment ushered in explosive growth, and the realization of knowledge really brought surprises to many people. So 20 16 is also called "the first year of knowledge payment".

good opportunity, favorable geographical location and support from the people

The rise of knowledge payment model has made use of the favorable weather, geographical location and people.

For those who want to acquire knowledge, now is indeed the best time, because knowledge has never been so readily available as it is today; But this is also the worst time, because knowledge has never been so redundant as it is today.

Take the WeChat subscription number as an example. We can receive content pushed from the media at different time periods every day. We only dabble in most of the content and completely ignore the rest.

In fact, the number of official WeChat accounts that a reader can pay attention to is only rare in Wang Yang's information ocean. These fragmented and entertaining information make it difficult for us to concentrate, and it is even more difficult to dig out high-quality content. Therefore, screening out the most valuable information from the vast amount of information has become a very expensive thing. When people pay more attention to the time cost of obtaining information than the channel cost, paying for high-quality content can just liberate users from massive information.

The thirst for high-quality content is a manifestation of consumption upgrading. Analysys International recently released the report "The Wind of Knowledge Payment Attacks", arguing that the rise of knowledge payment stems from the major transformation of China's consumption structure from survival type to consumption type. With the rapid growth of per capita disposable income, the proportion of residents' consumption based on basic survival needs such as food and clothing has decreased, and a new consumption structure of education, culture and entertainment based on human capital investment is taking shape.

Kelly Y Zhou said at the 20 16 annual meeting of entrepreneurs in China: "We found on 20 15 that consumption upgrading has a very significant impact on knowledge payment. Now people seem to care more about what kind of information is of quality and whether I can get it. If I can get it, can I make the acquisition of knowledge more accurate and sustainable by paying? "

Paying for high-quality content is gradually becoming the inherent demand of consumers. In the existing social system, the division of labor is becoming more and more detailed, but most people will not do a job all their lives. Cross-border and integration are opportunities given by the times, and they also put forward higher requirements for everyone. We need to keep learning knowledge, because we are afraid of not knowing anything about the changing world outside, and we are also afraid that technological changes will lead to the loss of our advantages.

As the object of consumption, knowledge is not only the carrier of cultural and value inheritance. When the content is upgraded from media to service, it becomes a knowledge commodity that can be customized and personalized. Luo Zhenyu has made it clear that the fragmentation of current user time is a fait accompli. "It is a valuable real demand for users to choose fragmented learning to fill these hours."

Paying for knowledge helps people to efficiently screen information and encourages the production of high-quality content. These two conditions have continuously formed a perfect trading market and ecology, and knowledge payment has quietly emerged.

From receiving information aimlessly to actively acquiring knowledge, the way people acquire information is changing, and the behavior of choosing information is more mature. Thanks to the rapid development of Internet technology, people have a broader platform for acquiring knowledge. A large number of IP from individuals such as media people and knowledge-based network celebrities have become the distribution center of knowledge flow and information. By cultivating vertical content for a long time, they have a large number of loyal users. The popularity of large-screen mobile phones, the construction of mobile payment scenes and the cultivation of user habits all make paid reading within reach.

Knowledge is power, which is the English expression of "knowledge is power". Literally, knowledge is not only a kind of ability and relative advantage, but also the right to ask for it from others.

Today, knowledge is not only strength but also wealth. The distance between knowledge and money seems to have never been so close as it is today.

At present, some knowledge payment platforms, such as Xiang Li, Li Xiaolai, and Ma Dong of Himalayan FM, have rapidly formed a strong market influence by relying on Internet giants, cafes and celebrities. However, the content produced by these head users cannot meet the preferences and needs of all consumers.

The China Sharing Economy Development Report 20 17 recently released by the National Information Center holds that the future development potential of the sharing economy industry lies in supporting more grassroots and unknown experts rooted in various industries through the Internet, so that ordinary people with skills can accelerate the release of energy.

This coincides with the idea of content entrepreneurs. Deepening verticalization and socialization in content and building a closed loop of content consumption will become a trend. First of all, the content is longer and more targeted; Secondly, it will be the future of content payment field to connect the personalized needs of users with content producers in the form of customization and form a closed loop; Third, the content is not only traffic coins, but also social coins. Not only content producers and users have to socialize, but also users and users have to socialize, which is the driving force for users to pay and the potential value of content.

360 lines, each line is a champion. Knowledge payment is different from the application scenario of "high frequency+just need" in tourism or take-away industry. The frequency of knowledge trading is relatively low, but the degree of personalization is high. From the supply of cognitive surplus sharing to people's cognitive desire for high-quality content such as specialization and verticalization, the platform that can provide knowledge sharing for individuals with special skills has become increasingly perfect, and the market for potential users who pay for knowledge will also expand indefinitely.

From this perspective, in the tide of knowledge payment, as an ordinary person, he can also participate in it and share the dividend. The only thing we need to do is to have a skill and wait for the price; If you haven't, you might as well cultivate your own ability circle from now on.