New Boy in 2000 can effortlessly dedicate love to Pentium computers and Windows98. In his world, the Internet is still so novel. At that time, the Internet represented a window to open a new world, an envelope containing information and knowledge from afar.
It was around 2000 that China’s first generation of Internet companies were successively established. NetEase was established in 1997, Sohu, Sina and Tencent were established in 1998, Jack Ma founded Alibaba in 1999, and in 2000, Li Yanhong founded Baidu at Peking University Resources Hotel.
The four major portals of NetEase, Sohu, Tencent and Sina, as well as Baidu, which started as a searcher, solve the problem of connecting people and information. It is the equality of entrance and distance-let every PC terminal user, Both have equal rights and opportunities to access information.
In the years since then, Li Yanhong, the founder of Baidu, has repeatedly described Baidu ’s entrepreneurial intentions. He mentioned that “making people the most equal and convenient way to obtain information and find what they want” is Baidu ’s mission from the beginning .
In 2010, search became the largest application of the Internet in China, confirming the status of search engines as the infrastructure for obtaining information and knowledge in the era of the PC Internet, and the acquisition of information and knowledge of Chinese netizens has entered the “elevator model”.
With the popularization of smartphones and App storms in the mobile era, the Internet ecology has turned from open to closed, and the direct result is the differentiation of content ecology. The infrastructure for obtaining information and knowledge is no longer “search engine + the entire Internet”, but an uncertain collection of multiple “search engines + super apps + proprietary ecosystems”.
Hundred schools of contention are naturally good, but what follows is a dispute over the flow of bad coins. In this sense, fragmentation and inferiority are inevitable process phenomena in the process of mobile ecological competition. This process phenomenon brings about the large-scale appearance of “knowledge anxiety” and the “climbing model” of information acquisition. (Of course, this does not mean that there is no information noise in the PC era, but the information explosion caused by content ecological competition in the mobile era is unmatched in the PC era.)
Go back to the proposition itself. The solution to knowledge anxiety, in the final analysis, is to solve two problems: one is content, the other is distribution, in other words, entrance and ecology.
The giants and big business are moving.
Tencent integrates content and social relationship chains, such as “Look at it” in WeChat, and tries to help people build the same cognitive system with their social friends, and then alleviate the anxiety of disconnecting from society. Today, the gray-scale test of the subscription number payment function is trying to raise the threshold for knowledge acquisition, and then artificially screen the high-quality content.
Based on the knowledge product matrix of know, encyclopedia, library, etc., Baidu has launched the information flow, trying to actively search and add intelligent recommendations to helpPeople get information.
Zhuhu and other knowledge payment platforms hope that users can focus on reading, and invented and created a reading mode: under the guidance and supervision of others, driving users to finish reading a book in a certain time …
Either return to the most traditional way of learning, or use social relationships to guide the direction, or divert attention in activities such as reading, these methodologies are not lacking in existence, but one of the core issues to be considered is : Knowledge has never been a scourge, and the root cause of anxiety still lies in the overload of distribution, which makes it difficult for people to find valuable information in the sooted information, and the solution must be returned to the content distribution path.
The “Baidu Knowledge Summit 2019” disclosed such a set of data: the daily average search volume of Baidu’s knowledge content has reached 1.54 billion times, Baidu’s knowledge-based products have served 230 million users daily, and the total daily browsing time of users exceeds 630 million minutes.
The effective knowledge points that can be read from it are: Search is still the most efficient channel for most netizens to obtain information and knowledge. Compared with the search volume of 1.54 billion times a day, the claim that 30 million users “get” is undoubtedly the vertical direction of knowledge distribution. Search is a more popular option with lower market education costs, and it is also a solution to the problem of information overload. Universal solution.
On the other hand, high-quality content is the only way to eradicate inefficient knowledge conversion. Even in the era of Neil Bozeman’s entertainment to death, high-quality content has never lacked a large consumer group. Perhaps this is also the solution given by the giants, rejecting utilitarian learning, and lowering the threshold for users to touch high-quality content by building a knowledge and information platform that keeps up with the times.
In short, the “ultimate answer” to knowledge anxiety is never to build a new world. Instead, it gathers the demand with more efficient channels, counters the poor information with high-quality content, and the core structure of the infrastructure for acquiring information and knowledge with high-quality and high-scale content ecological outlines, so as to allow the ecological immune system and consensus rules, Go to expel bad coins.
For example, when video becomes a new information medium, high-quality content will also be videoized. When inferior content occupies the right to speak of the realization of traffic, head platforms such as Baidu and Tencent and knowledge-related platforms also need to step up. Greater subsidies for premium content.
After the “climbing mode”, there may still be a beautiful blue sky ladder.
Write at the end
According to data disclosed in a user report by QuestMobile: domestic mobile Internet users have spent up to 6.2 hours a day on the Internet, and head players such as Ali, Tencent and Baidu occupy more than 70% of the Internet flow.
If you calculate a time account, users contribute almost all of their spare time to the Internet, except for the time occupied by work, rest and basic physiological activities. “Knowledge is”Power” is still the core order of the Internet. In the baptism of information and non-self information, we will all be children through the darkness.