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“Be serious, you will win”

According to the understanding of the image of the elite community, this week, the F round of financing news was released, and the quick-handed lead, Baidu followed. The news caused a lot of users and big v turmoil, think that as the birthplace of Wei Zexi incident, actually took Baidu’s investment, it is really humiliating.

Understanding the release of this round of financing, it is obviously well prepared. Knowing that the founder and CEO Zhou Yuan and the official name of this fast-handed leader, I responded to the relevant questions for the first time, although I remained silent with the investor Baidu.

Know that the summer of two years ago was known, the quick hand was known to the user “standing the party” in the fast hand was ridiculed by the staff’s private letter and a serious negative sensation, usually because of the user and content The taste of the earth has become a routine object of knowing the user.

What kind of product is it? Behind the collapse of the scorn chain, what do you know about the user and what you know?

It seems simple to answer the first question.

Knowing is a community that organizes content in a question and answer format. In Zhou Yuankou, he knows that “provides a tool for generating, sharing and disseminating knowledge”. In other words, in the official opinion, the content of knowledge is equivalent to, or hopes to be equivalent to, “knowledge.”

Another sentence that is widely known in the early days is: Seriously you will win.

Seeking truth and being truthful, saying something, being kind and friendly can be considered to be the community atmosphere that the official advocates. Knowing that the official account “know the Little Butler” responded to the user’s question about Baidu’s shareholding, he also mentioned that “the order of the answers to the knowledge is actually very simple: professional, rigorous, and serious high-quality answers.”

So, in the eyes of the authorities, it is a community that encourages serious production and consumption of knowledge. But quite a few users have different opinions about knowing.

Loading/Blood/Negative Birthplace

There is a paragraph that reflects the routine that knows the answer:

Laxative

People in Mongolia just got off the carrier

Graduate graduates, Changzu Yanzu

玉树临风 One meter eighty five

Thank you

People in the US Microsoft inauguration

Ph.D. Beijing has a room with an annual salary of 10,000 yuan

Just got off the plane and no comment

The circle is too small. Interests

Unified Reply

There are too many people in the circle to hide

No reprinting

Close comments, too many sprays

Early knowledge, there are no shortage of elites and bosses in the technology industry, and after the open registration in 2013, the content producers who joined the knowledge also have a large number of high-income groups. It is understandable that such a group has become the main force in the production of quality content, but things have changed at this stage.

Different from other content communities, in order to know the production content, in addition to testing the knowledge reserve of the answering master, there are also requirements for his work experience and social experience. Thus, “identity and social status” became an endorsement of content confidence. The importance of creating “identity” once exceeded the content quality itself. The importance of content gradually gives way to the “river status” of content producers. The means of measuring the status of rivers and lakes is nothing more than graduation institutions, education, enterprises, positions and financial resources.

The ethos of knowing the story and coding is born. After all, hard verification is hard to own, and it is a ethos to create a “virtual person” to take shortcuts and gain spiritual and material benefits.

But this trend has also formed profound contradictions and conflicts under the familiar tradition. “Forcing”, “Knowing, sharing the story you just compiled” is particularly convincing by the user who is dissatisfied with this ethos.

On the other hand, a shortcut to sucking powder and swindling is to take a beautiful photo or even tan. This trick that has been tried and tested in major community products is no exception, and it shows that lust is the primary productivity. Of course, similar to other products, many of these photos are also handled from Instagram.

Fortunately, I know that there is another ability to self-purify. “Who is XX?” from the early big V’s small circle, “Who is XX?” The questioning paradigm developed “How to treat XX? (People, events, words and deeds)”, countless knowing that Big V experienced suede and questioning, enough A lot of suspicious, relying on storytelling to create a so-called big V in situ explosion.

But this kind of “seeking truth, not believing, questioning” is expanding in the process of kicking the swindlers and spreading the news. Another result is that it becomes a variety of negative information and negative emotions. The birthplace.

In 2015, we knew that we had established Corporate Blue V, and a number of corporate accounts were in the answer. However, during the same period, it was known that the negative information of various enterprises was frequently exposed, or the negative information exposed by other platforms was deeply interpreted, thus providing ammunition for negative secondary transmission.

On the one hand, because of the prevailing prevalence, it is known that there is widespread resistance and disdain for commercialization. The official account of the company (representing the new media department of the company) is of little interest in the company’s brand and positive image. On the other hand, negative information and even competitors’ black PR operations,This has led to a significant reduction in the positive value at the corporate public relations level.

Typical examples include the far-reaching impact of the Wei Zexi-Putian medical advertising event on Baidu in 2016, and the fact that the 2017 Quick Hand official has been frustrated and directly became Zeng Guangming (when he was a quick partner, market, content, The public relations leader) turning point in his career.

The knowledge of this period, the low commercial value, has a fight with the Douban next door, and the commercialization process is very slow.

From breaking the circle to breaking the work

It’s very natural to force the old generation to know the needs of users. It’s easy to trigger this demand in a community that knows this kind of knowledge. Knowing just like the knowledge of the Keep, the latter gives the user a sense of pleasure like a fitness card, and the use of knowledge makes the user feel that “I also have knowledge / I am learning.”

It’s not hard to understand that what can be easily obtained is simply called information, and acquiring knowledge requires systematic learning. Moreover, the most embarrassing point is that after the expansion of the user circle, the collision of different people in the knowledge, once led to the deterioration of the community atmosphere, the bar is rampant. However, the response measures that have been taken are weak and weak, and the “friendship” that is not painful and irritating has been established, and it is more ironic as “hypocrisy.”

Before 2015, the content producers took time and effort to answer questions, and there was no direct economic return. They all depended on the sense of substitution and pleasure of “being a teacher”. Such users, once attacked by the bar and the spray, are highly vulnerable and have a strong sense of frustration. A large number of old answering masters left to know, but also began at this time.

On the other hand, the presence of a large number of bars and sprays is also the result of knowing the content and user development and breaking through the layers. One or two years after the opening of the registration in 2013, the topic is still dominated by the technology Internet industry, and users are also mainly practitioners. Everyone can still recognize and maintain the atmosphere of discussion in the community.

But at this stage, as the production of truly hardcore “knowledge” content is coming to an end, if the audience of the community is further expanded, it will inevitably require it to cross the technological Internet and cover other industries and social topics.

In this process, the expansion of content has attracted more, non-traditional users. Also from this period, a large number of colleges and even junior high school students are pouring into the knowledge.

The typical characteristics of these younger users are literacy and hyphenation, basic learning and thinking skills, and certain knowledge, but lack of knowledge. In layman’s terms, people are going to school, lacking real industry and social experience, lacking the experience and analytical skills needed to support cognition, and it is difficult to have a dialogue with the workplace.

Therefore, when different people meet, these new users have the opportunity to challenge Aboriginal users at a very low cost, and they are willing to challenge, blame, and ridicule those who have practical experience with their shallow life knowledge. Various contradictions and conflicts occurred during this period.

同The entertainment and hydration of community content is also difficult to avoid. The name of fake knowledge, the reality of entertainment, this is also a price that must be paid in the process of developing into a mass platform, that is, the content created by the user’s broken circle is broken.

The legendary Tianlong people

In 2015-2018, the tradition knows that the big Vs are dissatisfied with the knowledge. In addition to the slacking of the fine spray, there is also a slow and clumsy progress in commercialization, which makes it difficult for everyone to realize.

At the same time, the legend about content distribution for fans and the existence of the Tianlong people (nicknames for so-called privileged users) has not subsided. In this regard, knowing that the official is naturally denied.

But the new generation of people who have risen since 2015 are far from these troubles.

After breaking the circle, the traffic is abundant, and due to the advantages of the web+App dual platform, a large amount of search traffic is obtained from Baidu through SEO to achieve user growth. In this new generation of big V who rises in the height of the ship and the big fish, the mentality changes, with the entertainment mentality, “bubble knows” and “plays know.”

There is no such thing as the big V itself. It lacks the traditional “dry goods”, does not seek professionalism, only asks for excitement, interacts frequently with other users, and has high tolerance to the bar fine spray. . It’s like a teacher can’t tolerate the students’ jealousy, but there is no psychological burden on the people when they play the game.

The other part of this stage formed a large V, the business purpose is clear. They have more of their own work and skills, to know that it is to achieve business realization.

The authors use the content to plant grass and attract users to further interact with them through WeChat, WeChat, private letters, and knowledge planets to complete the purchase of services and products. They are even less concerned with the so-called infested pens, and because of their own advantages, they can also contribute a lot of quality content to the community. The knowledge of this stage is a bit of a graphic version of the little red book.

The other part of the traditional conservative knowledge of the big V, while complaining about knowing about its restrictions and even suppressing it, on the other hand, found that after leaving the knowledge, it was almost worthless, so he complained and complained hard. With the scalp left, occasionally pick up some public relations income such as praise, soft text (soft answer) to supplement the household.

Fortunately, with the growth of users and the promotion of official commercial products, the value of this large V business (public) industry has been released, knowing that it is also getting rid of the notoriety of “white 嫖” .

However, knowing that it is still short of money, so that it has been financing for eight years, has already reached the F round. At present, the technology companies that can reach this level in the frequency of financing, only the drop, although knowing that the post-investment valuation of this round is estimated to be only $3 billion.

Fast hand is a fate to know

Writing here, knowing the problems that have been and are facing, and the possible solutions, are also on the paper.

Because the content of Post Bar and Baijia is degraded, the content is very important to Baidu. Baidu’s search traffic is also critical to the growth of knowledge. Therefore, it is reasonable to know that Baidu’s investment is taken.

As for the sinking and entertainment of the content, it is also the process of knowing to walk down the altar. Between the development of survival and the small and beautiful, I know that I have chosen the former. Moreover, the content of the real hard core knowledge is inherently limited. Therefore, for a wider audience and a wider range of topics, sinking entertainment is also an inevitable choice.

Therefore, it’s known that it’s sinking into a fast-changing version of the graphic community, and it’s also a first- and second-tier user who lacks quick hands. I borrowed my point of view in 2017, “Why are you quick?”: The spread of content and culture is smoother from the top down. Knowing that the investment in fast hands is not so awkward. Fast-handed old iron and know the elite, now are the same taste lovers. What’s more, how fast the quick hand is now, knowing how bad it is.

So, if you ask me how to treat this financing, my reply is: Nothing fuss, after all, everyone has to eat. Everything is needed, very good.