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Yes, what I am going to write next is a comment. If you are right, don’t hesitate to read it.

Talk about paying for knowledge.

What is knowledge paid?

In a word, the question of who invented the word “knowledge payment” is boring, and it doesn’t make much sense to entangle the word. It is only the scope of the frame. This is the starting point for discussion.

Obviously, not all content products purchased on the mobile side through WeChat or Alipay are called knowledge paid.

As far as I am concerned, I only accept the definition that, based on a paper book or a certain skill, in a certain period of time, in the form of graphic or audio, continuous production and release according to specific editing means, for The product that the target user pays to read or listen to.

This is my definition.

Keywords: reading, listening.

Yes, I didn’t include the video content. There are three reasons: First, the current variety of paid products on the platform such as You Aiteng is undoubtedly not in the category of knowledge payment; second, online education and online training are larger categories, and it is not appropriate to pay for knowledge. I prefer to use Yumi. Online video training courses such as the Internet and Chaos University are regarded as online training; thirdly, some video products are actually variants of audio content, and the core is still audio, such as Fan Deng’s video lectures.

So, with the box above, the focus of the knowledge payment category is probably two: one is a column, and the other is a book.

01 What happened?

Separately speaking.

Speak first.

Generally, each column is derived from a separate IP, orSimply put, they are all based on the same person. Regardless of whether the product is graphic or audio in the final presentation, the core producer and transmitter of the column is the individual. This person must not only be proficient in a certain field of knowledge, but even more importantly, he must have at least one of the following two skills, preferably both: First, longer than the popular writing, can make text Interesting and informative; Second, the standard of Putonghua (returning 10,000 steps, the dialect is not too heavy), good at telling stories, can be the anchor.

Expanding the time forward, we can see that the various columns of the knowledge payment platform, the earlier columns are graphic, and then slowly have audio columns, and because for users, listening is more convenient than reading. (such as the liberation of the hands) and other reasons, the momentum of the audio column has even overshadowed the graphic column, and gradually became the dominant force in the category of columns.

If a column corresponds to an IP is normal, then the founder of the Holy Book Park, Mr. Liu Suli, is a different kind of “Master Class” column. It is a scholar who contributed to Liu Suli. He is the one person to speak, which means that he has become the entrance of a column. From this entrance, the user can enter the single or multiple courses of many big cows.

No matter what medium of any age, there are not many columns in this column. The main reason is that the big cows often don’t accept this kind of design – and so, why don’t I open the column myself?

This is probably something that Liu Suli can do with a wide range of influence and appeal in a particular circle. It is not necessarily appropriate, it is similar to the former chairman of the China Film Group, Han Sanping, took a small step forward, and also served as the director of “Founding the Great cause” and “building the party.” Then, whether you are a director or an actor in the circle, especially if the former Korean boss has helped, and later wants to find a Korean boss to help, even if you are a big wrist, it is inevitable to enjoy a face.

In this “Master Class” column, Liu Suli acts as the convener and anchor. Standing in the foreground is Liu Suli, followed by Deng Xiaomang, Zhou Guoping, Xu Youyu, Chen Jiaying, Liu Xiaofeng, Zhao Tingyang, Zheng Yefu, Zhou Baosong and other top scholars in the Chinese humanities and social sciences, and each scholar’s ​​back There are countless fans standing.

Four or two pounds. The savvy businessman and the founder Luo Zhenyu, the exquisite calculations can be seen.

After finishing the first major category, the column, then the second major category – listening to books.

In my opinion, listening to books is a vast ocean. It is divided into categories, and in each category, there are many in ancient and modern times. Which books to choose, how to write the essence of the user’s pain points, and then how to record the audio into the audio, laterHow to edit the color enhancement, and so on, the test team’s quality, vision and accurate grasp of user needs.

Listening to a book is not to read the book from beginning to end. Instead, it re-refining the bibliographic content and then retelling it, and then presenting it in a period of 20 minutes to an hour. The Himalaya and other platforms also have continuous audio products for reading purposes. A book is divided into dozens of paragraphs to read, and the words are read without fail. If you encounter such a huge system of “the rise and fall of the Third Reich”, “Glory and Dream”, let alone How is the user experience, and it is a great god to listen to it continuously.

The two years of 2016 and 2017 are the years of intensive knowledge payment platforms and products. Numerous platforms such as Zhihu, Douban, and Husk have access to this business, which is especially worth mentioning. Yes, the independent APP went online during this period, and VC gave the help of real money and silver.

But afterwards, especially in 2018, with the significant decline in the interest of potential users and first-time paying users, the platforms began to suffer from customer acquisition and conversion. Not only that, but the rate of opening and completion of paid products (reading rate, hearing rate) is also falling sharply. In other words, after the user pays, he reads a few articles, listens to it a few times, walks away, and even goes back.

For me personally, I have had a paid product experience in the New World Reader App, which has been acquired, Fan Deng, Himalayan, Douban, Zhihu, and has long since stopped. There are columns in it, as well as listening to the year card. It should be said that I am paying heavy users like fake replacement. But later, I gradually lost contact with these products, one is too busy, one is that it is not enough nutrition, the value is not big, more importantly, I have more choices in my free time, and the whole knowledge-paid products The presentation is mediocre because of the loss of freshness, and there is no interest.

02 What should I do next?

From extensive contact, to deep intervention, to gradual withdrawal, to basic abandonment, this is the general use of these knowledge paid platforms and knowledge-paid products in the past few years.

A friend who is similar to my situation is not a minority. This is a trend change. In this way, the platforms are going down in a day, and the repurchase rate after the membership expires, even if the head platform is steep, it is terrible.

In fact,