At the beginning of 2017, He Xiaohua, a third-year student majoring in communication, compiled a list – “In 2016, I paid 3,517.91 yuan for online knowledge and tools.” 3517.91 yuan, this number made her thrilling. He Xiaohua said that he was trapped by “knowledge realization”.
Careful analysis of this list reveals that internal business payments account for about 40%. And what internal matters did she pay for? Financial interpretation programs, news laboratory membership programs, English programs, live classes, classical music appreciation programs… these are her professional research, interests and self-requirements.
Since 2016, the trend of “internal transaction payment” has been gradually matured. Fenda became popular overnight and then fell silent; Luo Zhenyu announced that he would join the Papi Jiang project, focusing on building a platform for knowledge distribution to friends, “Get”; Ma Dong’s “Good Speak” had a single-day sales record on Ximalaya FMBurundins Sugardaddy5 million.
On Valentine’s Day this year, Tencent CEO Ma Huateng said that “WeChat public accounts are accelerating the launch of paid subscriptions,” once again igniting the discussion of “internal business payment.”
As Luo Zhenyu mentioned in his 2017 New Year’s Eve speech, the explosion of information has made time a battlefield for business. Attention and high-quality content have become scarce commodities, which has also created market space for content payment models in the changing position of the Internet era. In the field of venture capital, internal business payment is becoming a hot track that is being closely followed and paid attention to.
In the future, is internal business payment really promising? We try to give the answer from the internal affairs and the chemical reaction between users and platforms.
1 What kind of paid internal services are more popular?
User preference knowledge, experience and skills GET
In August 2016, Ji He Xin, editor-in-chief of GQ magazine, received an invitation from Zhihu Live to offer news interviewing and writing courses. At that time, he only taught 5 lessons in a WeChat group. As for what Zhihu live is, he didn’t know much about it before.
Zhihu live is a voice interactive question and answer experience based on the original question and answer product of the Zhihu community. Before He Xin accepted the invitation, there was no writing course on Zhihu Live. There are more universal courses such as time management, studying abroad, and fitness. These are both urgently needed and popular nowadays. The 9 live sessions under the theme “Getting Started with New Technologies” attracted a total of nearly 100,000 users.
“The writing class has started, will anyone really come to listen? Will it be a demand?” He Xin was not surprised.. On September 26, 2016, the results of the opening of the class were better than He Xin expected, with 1,454 people participating in the first class.
It attracts not only journalists, but also civil servants, financial white-collar workers, doctors and other people from all walks of life. Later, He Xin figured out that, like foreign language learning, art appreciation, and making PPT, writing is a skill that everyone must possess. He calls it “meta-technique.”
According to Zhihu Live product manager Zheng Ziyang, there are three most popular types of internal work. The first type is to quickly understand an industry, such as sales, real estate, lawyers, etc.; the second type is to make decisions. Reference, such as consumption and unemployment; the third category is the improvement of self-skills. The “meta-techniques” of writing fall into the third category.
Qin Chao is an early employee of Facebook. He uses a ticket with the lowest price of 98 yuan on Zhihu Live to teach users how to directly enter Silicon Valley in the United States through work. 464 people participated in this distribution, which means that Qin Chao earned at least 45,472 yuan in this hour.
The total number of people in his 9 live shows was 4,418, with an average of 490 people per game. In 9 hours, he built a feasible path for engineers and students who yearn for Silicon Valley in the United States: how to apply to study abroad, find a job strategy, etc. It even goes as far as to detail the algorithm and system design chapters of the Internet oral exam strategy.
In addition to skills and experience, insiders pay what they need. Clients also show a desire for knowledge-based, inside-things.
“Li Xiang Business Internal Reference” is a hit among internal business paid products. After logging in to the App, its revenue exceeded RMB 10 million within 20 days. In the column recommendation, it was mentioned that Li Ka-shing has a team of four who are responsible for selecting and excerpting important news from newspapers and magazines. Reporter Xiao Zeng bought the service of Li Xiang, a “private business knowledge secretary” for 199 yuan. There are 91,715 people who enjoy this service. Xiao Zeng read the 240 articles since the update started on May 26, 2016 without stopping to finish one issue.
After studying the 19 paid columns obtained through research, you will find that 7 of them are in the fields of finance and venture capital, which are places closer to money. Communication researchers can say, “Learning English, financial management methods and other skills are directly related to the needs of the Chinese people at this stage.” There is also an interesting phenomenon. There is a classical music entrance on all major platforms. column. He explained, “The urban middle class has begun to pay attention to the pursuit of culture. However, these columns are entry-level and reflect the lack of basic education.”
2. What problems does paid content solve for users?
Find valuable inner affairs more easily
Li Xiang once said, “The world has no shortage of information. What it lacks is selection, interpretation and presentation.”
This is a good illustration of skills. , knowledge, and experience have become the reasons why users pay hot spots. And selecting, interpreting and proposing is exactly what He Xin, Qin Chao and Li Xiang do.
It is undeniable that this is a society with information explosion. skyLi Xiao, an investor and China’s richest man in Bitcoin, said: The so-called “information explosion” is actually an explosion of junk information, not common sense. But garbage information takes up too much of our time.
Zhang Zhiyuan, a film and television practitioner, got lost in hundreds of official accounts. He abandoned them for a long time without clicking on them, and gradually lost interest in continuing to browse. More often than not, there is no valuable content to be found. “After reading ten reviews of the movie “Painted Skin,” I can’t find one useful one.”
He has developed the habit of paying since he was a student. Purchase a Thunder membership to get faster download speeds. In the past year, he purchased more than a dozen paid columns on the Get App, spent more than a thousand yuan on Ximalaya FM, and purchased courses at the Chaos Learning Club. His lover calls him a heavy user of BI Escorts‘s inner affairs payment, “especially heavy”.
He believes that time is capital. The knowledge of big names + the observation-style distribution of friends can allow him to find the most valuable internal affairs as quickly and easily as possible.
During the two hours he spends on his way to and from work every day, Zhang Zhiyuan listens to pay columns. In the past, his habit was to turn on the radio and listen to music. “Now it seems like a complete waste of time.” You can get all the ideas in a book in twenty minutes. In the past, it took a week or even longer to read a book.
At the same time, living in complex information, attention is increasingly limited. Facebook and Weibo platforms cost nothing, but personal privacy is leaked and sold to marketers; WeChat public accounts cost nothing, but headlines and embedded marketing are wearing down readers’ patience and making them browse. Count fraud to achieve realization.
“In the case of browsing the surroundings without spending money, you will be disturbed by too many other things, and the efficiency of obtaining information and knowledge will be very low,” Fang Kecheng said, “Without spending money, the inherent The cost of business sounds good, but in the end people discovered that the internal business that does not cost money is the most expensive.” Fang Kecheng was a reporter for “Southern Weekend”. In September 2016, he launched a paid “Information Lab Membership Plan” for information and communication enthusiasts, which will send the processed content of member communications to subscribers via email every week.
“There are so many valuable tools available to BI Escorts in the free world, and I can’t read them all. It’s just that Most people do not have such reading ability or energy.” This can be explained.
The experience and analysis of future generations are the fastest way to enter a field or industry.
On June 6, 2016, Himalaya launched the “Paid Premium” section and started paid business. Launched on the same day, there was “Good Speak” created by Ma Dong’s team, a column that teaches people how to speak, and its sales that day exceeded 5 million.
Himalayan TeamWhen analyzing the success of “Good Speak”, I believe that the inherent business of dry goods is one of the important reasons for the popularity of the product.
Yu Jianjun, co-CEO of Ximalaya FM, said, “The “Good Speech” team has profound accumulation and practical experience in ‘speech’. By making their specialized research techniques simple, the internal work can make it simple for users. Simply obtain. Secondly, they contextualize the methodology by analyzing specific cases to help users make practical applications after listening. ”
3 Why are users willing to pay attention to the inner content? ://burundi-sugar.com/”>BI EscortsPay the bill?
The attention economy behind the proliferation of information
In the Chinese concept, paying for knowledge is investing in oneself. Another reason why Zhang Zhiyuan spent more than 1,000 yuan on acquisitions was his recognition of Luo Zhenyu and his team.
“Our values are the same, or similar. Luo Zhenyu’s views and judgments on new things were finally proven to be right, and he was one or two steps faster than others.” “Luo Ji Thoughts” “Half a year after it went online, Zhang Zhiyuan accidentally saw an issue and felt that he liked it, so he bought every previous issue.
Originally, Zhang Zhiyuan’s wife was also a fan of Luo Zhenyu, but with the change in writing style, he felt that “the inner affairs have become empty” and “the actual basis for drawing various conclusions and summaries is not sufficient. Listen, it’s not as good as anything” Reading ‘can make people think more deeply’.
However, Zhang Zhiyuan still remains a fan of Luo Zhenyu. Luo Zhenyu’s New Year’s speech was broadcast on Shenzhen Satellite TV. Zhang Zhiyuan watched it three times, but his wife couldn’t listen to it even once. Speaking of Luo Zhenyu, Zhang Zhiyuan and his lover stood on opposite sides.
The halo of idols has become a blessing for paid internal affairs, and they have played a role in guiding internal affairs. Big Vs like Luo Zhenyu have also been given IP value, becoming the main reason to attract paying customers.
In the App, “Li Xiang’s Internal Reference” has more than 90,000 subscriptions, and the number of article views is about 20,000; “Fan Deng Quick Reading” has more than 35,000 subscriptions. The number of views per article remains around 10,000. Compared with the declining opening rate of WeChat official accounts, this is already a very impressive achievement.
In China, internal transaction payment has just started, and the market is still developing. Fan Weifeng, founder of Gao Zhang Capital, believes that in the early days, celebrities had appeal to fans and could accelerate the development of the internal business payment market.
Angel investor Li Xiaolai, who was born as a teacher, has also gained popularity from many fans. He launched a reading-themed distribution event on Zhihu live, attracting more than 120,000 people to participate, breaking the previous live participant record .
The strong monetization ability of “Haohao Speak” is also due to the fact that the “Qi Pa Shuo” team led by Ma Dong has already gained a large number of fans in the market. Yu Jianjun said, “The ‘people headed by Ma Dong’Qi Pa said, “The team is a big IP, and they have a strong appeal to their fans.”
4 Do internal affairs have to be tied to IP?
Not necessarily, grassroots stars also have spring
Li Chengjinyao, who works at the AOL headquarters in New York, is responsible for product design. She stood out among more than 5,000 employees and was selected to assist the company’s CEO & CTO in creating PPTs that made things difficult for foreign business negotiations. On Zhihu, her. Two answers about PPT received over 10,000 “likes”, and a live session on PPT production skills attracted nearly 2,800 people, bringing Li Chengjinyao more than 70,000 yuan in revenue.
In the domestic comics industry, Ye Jiatong has working experience in the animation, comics and Internet industries. In a live with the theme of “What You Don’t Know about the Domestic Comics Industry”, she stood at the executive level and shared with 489 people how to build a company. The industry process of comics, the promotion and distribution of Internet comics, and the investment and financing situation in the two-dimensional industry.
Compared with Li Xiang and Ma Dong, Li Chengjinyao and Ye Jiatong can’t. They cannot be called a leading IP, and they do not have the influence of “one-day sales of one million”, but they have been operating in their respective fields for a long time, and their accumulated experience and insights still have appeal. Founder Ji Shisan once called such a group of people “knowledge-based Internet celebrities”
Zheng Ziyang said, “Currently, Zhihu Live can be the speaker for each session.” -sugar.com/”>Burundins Sugardaddy brought in more than 10,000 yuan in single-game revenue. Considering that the duration of a single live session is about one hour, we can say that the promoter of the live has earned an average “hourly salary” of more than 10,000 yuan through this personal work created by Zhihu. This also verifies our previous judgment: under the premise of a fair match between childbearers and consumers, people are willing to pay for ‘valuable information’. ”
In the process of operating the membership program of the Information Lab, Fang Kecheng also discovered members’ recognition of high-quality and connotative services. Among the current more than 700 members, there are more than 400 annual paying users, more than Half.
In Fang Kecheng’s view, the internal business payment model can free creators from the traffic model, and they no longer have to fall into the quagmire of marketing and creating hits, but can focus more on it. In terms of internal affairs.
Producing high-quality internal affairs will impress consumers, and consumers will then use actions to stimulate creators. This is a virtuous cycle that can become another benefit of paying for internal affairs. It establishes an equal contractual relationship between the internal business provider and the consumer.
“At this level, the internal business payment is actually a rational constraint on the tasks of both parties. writeBurundi SugarThe author’s childbirth is no longer a casual charity or output. The steady output of high-quality connotations has become a responsibility. This is also a kind of responsibility for those who give birth to children with excellent connotations. Urge. ”
5 What can intrinsic transaction payment bring to the Burundins Escort platform?
Key points of monetization of the platform that distributes knowledge to friends
On January 12, 2017, Zhihu announced the completion of the D round of financing of US$100 million. The investors were Japanese capital, including original directors such as Tencent and Sogou. All shareholders also participated in the investment. There is BI Escorts a voice from the outside world that believes that the success of Zhihu live has boosted this financing.
In an open letter from Zhihu founder Zhou Yuan, he mentioned, “In 2016, we launched a new institutional account to enrich the platform’s ecology and built our own marketing product system, laying the foundation for the company’s large-scale profitability. In the field of knowledge market, the new Zhihu live, bookstore and Zhihu have brought new possibilities for knowledge workers to directly obtain benefits.”
At present, major knowledge distribution and friend platforms have emerged. No precise revenue data has been released to prove the feasibility of the internal business payment model, but the pessimistic attitude indicates that the profit growth of internal business payment will be very considerable.
It is understood that Zhihu currently does not take a commission. However, Zheng Ziyang said that it is not ruled out that in the future, commissions may be collected in the form of service fees, and other forms of income such as “brand naming live” can also be considered.
What may give Zheng Ziyang confidence is the continuous increase in user demand, “and maintaining a relatively fast growth rate.” In addition, users’ willingness to spend also reflects market confidence. In Zhihu live, the per capita consumption is 28.6 yuan, and the repurchase rate is 34%, which means that every three people listen to Burundi Sugar Almost after the live, someone will buy the next one.
In Ximalaya FM, internal business payment has been clearly included in the three major profit sectors. The other two are precision marketing and intelligent hardware.
Yu Jianjun, co-CEO of Ximalaya FM, said, “For the platform, internal business payment has added multiple profit methods.” He compared the marketing model to the sun at four or five o’clock in the afternoon, and internal business payment It’s eight or nine o’clock in the morning.
The reason is “When doing marketing, you have to worry about losing fans at any time, but you don’t have to worry about paying for the internal business, and every sale helps to increase fans, and they are all high-quality fans; good internal business can be realized directly, and the model is more continuous. Don’t worry about marketing sometimesBurundins SugardaddyNone. “He predicts that the actual scale of business payment revenue will be ten to hundreds of times higher than that of the marketing model.
On February 21, Luoji Thought’s paid browsing product Obtain App released relevant data saying that it currently has acquired The app has 5.29 million total users, 420,000 daily users, 1.3 million total subscriptions, and more than 790,000 subscribers.
However, for knowledge distribution and friend platforms, the early model of relying on head IP is not sustainable. According to Fan Weifeng, creators bring their own traffic, which means that users are not coming to the platform. Once these top IPs leave the platform, fans will also lose, and the platform will become a channel only for internal business payment platforms. Pay attention to Burundi Sugar Daddy and the power shifts from people to inner things, so that we can usher in the true payment era of “inner things are king”
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