The article is from WeChat public account: 刘 言 飞 语 (ID: liufeinotes) , the picture from: worm

Yesterday, the WeChat subscription number supports a single article paid grayscale test, and some paid articles appeared.

Experience it a bit. With my previous thinking, I summarize my views as follows.

First, WeChat payment requires new user awareness.

In many people ’s eyes, free and paid viewing are nothing more than multiple functions. The actual situation is that changing from free to paid is a watershed between content communities and trading platforms, and a huge shift from traffic business to consumer business.

In this transition, user awareness is the biggest bottleneck.

A traffic content community, where users do not find the content they want, at best they regret; users see unreliable content, at most they say that the author is stupid. It is relatively decoupled from the platform.

A trading platform where users spend money on “goods” and “services”. If they buy, they don’t meet expectations, they will think that the author and the platform are responsible at the same time; if they are pitted, the platform does not have good after-sales service. Users will be completely disappointed with the platform’s trading services. Even problems encountered by other people in transactions will affect users (such as “I bought fakes on Taobao”, “I encountered a bad driver in Didi” , “I was deceived in idle fish”) .

Imagine that as a trading platform, Pinduoduo is not an indulgence in copycats and counterfeit goods. It is just that the service has not been thoughtful enough, and the merchant audit management is not yet mature, but it is difficult to change the perception in the minds of users. This is the direction that Pinduoduo will work in the next few years, and it will be very difficult.

Second, the issue of standardization and pricing.

The easiest to scale and uniformly manage the trading platform is the standard product. This experience was very deep when I started my own nail art project. Compared to e-commerce, taxi and takeaway, nail art is really not a special standard service.

Standardization makes it easier to find the right pricing.

For example, I recently bought a car mat and saw that it is basically distributed between 300 and 600 yuan. No matter the price is low, the evaluation is poor, or the quality is obviously not enough; no matter how high the price is, there is almost no sales. This is the price range of foot pads given by the market after supply and demand match.

But how is the content standardized?

For example, Tesla Shanghai has delivered smoothly and the stock price has soared recently. Let ’s assume that there are 100 paid articles for analysis. Some sell for 1 yuan and some sell for 100 yuan. How can we measure whether it is worth the money? ?

With a one-time supply and demand match, there is almost no way.

We take a step back and say that the content is really standardized according to the category. , but what about pricing for different creators?

Do you follow the number of fans? By reading volume? Or according to the identification of plus v identity?

Even if there is a portrait portraying method, the output of the creator may not be stable. The previous article discussed Tesla’s sale for 10 dollars, and everyone was very satisfied; the next article discussed Weilai’s sale of 10 dollars, and readers might scold the street for clearance.

This followEasy platform is not the same: we can think that a manufacturer producing Tesla’s foot pads is of good quality, and there is probably no major problem in the production of Weilai.

But the content creation is one-off, and it is difficult to be stable.

We take another ten thousand steps and say that the creator can also create steadily in his own field. We have named him the title of high-quality author, but can he be equally high-quality in other fields? An author of a product content like me has official certification and ends up selling beauty content. Readers ca n’t figure it out and buy it. Who is it?

It is difficult to standardize pricing and users cannot distinguish the pros and cons of content, which will lead to a result:

When searching for and comparing different paid articles, especially when it ’s difficult to judge the quality, the cheaper the better.

Continuously low prices of the platform will leave authors with more content (low cost, reasonable price) , will make the content good Author cannot survive (High cost, but expected price is difficult to be competitive. The only special case is that the author has the ability to continuously output other people’s need for differentiated content, which will be described later ) , bad coins will expel good coins.

Most ordinary public account authors will find that they can only receive readers for one or a few dollars. There is no value for money. After trying, you will quickly recover all free.

Third, subscription mode vs. single-item mode.

Non-standard products have an optimized solution (not the optimal solution) , which is based on the content of (commodity) is the sales method of SKU, and it is changed to the sales of Fourth, service issues.

Reasonable pricing and serviceIn view of users’ expectations, there must be services in the trading platform, which is beyond doubt.

Service includes many aspects.

From the consumer side, it is necessary to provide pricing guidance, give an evaluation system, try to minimize information asymmetry, and provide unexpected solutions.

Take the three types of trading platforms we use the most, there are relatively complete services. The trading platform does not mean to put two groups of people on it, and a free market naturally emerges.

Contrast, it looks like a platform on the surface, but it is self-employed. Each lecturer is equipped with a creative team of 5 to 10 to control the content. The pricing obtained was based on 30 lectures and 99 lectures, and 200 lectures and 199 lectures to establish a stable user mind, while also providing sufficient lecturer introduction and endorsement by the institution.

From the perspective of WeChat Pay, the platform will not provide these services, and there is a high probability that these services will not be available in the future.

As with most of WeChat’s actions, it is the most basic infrastructure construction. How to do this, it is impossible for WeChat to provide too many heavy service facilities. Just like applets.

From the supply side, we also need to provide pricing guidance, while providing marketing capabilities, and even enabling the supply chain. This is the icing on the cake of business logic after user logic is turned up, so I won’t expand on it.

Fifth, know the lessons from live.

Yes, when it comes to this, I want to know everyday.

I still remember my first experience of learning about live. After filling in the information on an application page, Private Message received a notification from the system that the test live has been established, and you can debug, price, and modify the live letter yourself.interest.

Until I finished, there were no operators involved and there was no control over the content. I paniced myself.

It can be said that the early stage of knowing live was only providing tools, and the original intention was to let the community pay for it and turn it around.

But as I just mentioned, trading platforms and content communities are two completely different things. Because the content is not controlled, the presenters of live are also more casual, and the user experience is very poor after paying.

In the early stages, I myself was a loyal paying user. But after listening to dozens of people knowing live, frankly, in every 10 live, you can see that there are detailed PPTs, very logical modules, and good interactions. I am afraid there are only one or two.

It’s not that there is no good speaker, but it’s just that in this platform ecology, bad coins must be used to drive out good coins. (Imagine that express trains do not do driver control and services at all. As a result, good drivers feel that they leave in a hurry, and the worst and worst drivers will stay on the platform .)

The 1 ~ 2 decent speakers I heard belonged to the platform, and soon they were lost from the platform.

As I just said, the emerging trading platform, user perception is “merchant” (Speaker) and “Market” < span class = "text-remarks" label = "Remarks"> (knowing) . As a result, everyone said to their friends, “I know the quality of live is not good, don’t listen”; and the speaker also complained to friends around, “My content is prepared so seriously, but they are less priced and title Ok”. The ruined one is Zhihu live, a good brand.

Get it, no earlier than knowing live. On the knowledge of natural traffic advantages, brand recognition, and speaker resources, there is no reason to pay for content that cannot be achieved. But just being negligent, it’s becoming awkward now.

Sixth, what will happen to WeChat paid reading?

My title, it should be like this: I do n’t like WeChat paid reading, and it becomes new88.jpg? ImageView2 / 2 / w / 1000 / format / jpg / interlace / 1 / q / 85 “data-w =” 750 “data-h =” 219 “>

Don’t say right or wrong, I think it is a very interesting user voice that can broaden our perception. You can also go through the barrage comments.

The third sentence.

Understanding the transaction is the second adult gift for each product manager (Understanding the user is the first time) , and this transaction is not narrow It’s not just spending money to be a transaction.

Douyin users are paying attention, WeChat users are spending social relationship chains and massive social content, Alipay users are spending their own consumption history … They are all user costs. Transactions are more complicated, and transaction costs need to be examined, with a variety of margins and utilities.

One of the greatest help Mrs. Yu Jun provided to us was to penetrate the thinking model of users and transactions. He himself stated that he understood users and did not understand transactions in Baidu’s time; his work at Didi allowed him to closely observe and think about the relationship between users and transactions. Many friends who do products and investments around them say that “Yu Jun Product Methodology” allows them to connect the thinking models of “traffic products” and “trading products” in series. Before that, under most analysis, the two are There are two distinct product forms.

I have never had the opportunity to recommend (this book is very unfriendly to newcomers and requires product experience to read) , this time I just talked about the trading platform. If you are interested in this, you might as well pay attention to this book, it will be helpful to open the book.

I hope to help you.

We are always looking forward to the WeChat team. I also hope to see the “short content” early beta.


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