What is payment for knowledge?
In the words of Baidu Baike, it is: the essence of knowledge payment is to turn knowledge into products or services to realize commercial value.
To put it in my vernacular, it is: What do you want to learn? Come, give money, I will teach you.
No one wants to fall behind.
In particular, the two keywords that linger in the Chinese youth group: "knowledge anxiety" and "information anxiety" make everyone more eager to move forward.
Payment for knowledge appeared in front of people in a timely manner. One appreciation, one online audio lecture, one paid course...
More and more people around us pay for knowledge content.
But what exactly do people pay for?
How do they view payment for knowledge?
What is the industry behind payment for knowledge?
Let's take a look together.
1Knowledge payment
With the continuous advancement of technology, terminal devices such as smart phones, tablet computers, and e-book readers have quickly flooded into the lives of the people.
People have become extremely dependent on smart devices, and browsing and retrieving network information has become the main information acquisition method for the public.
How to get the knowledge you need in time in the information explosion environment, so as to quickly eliminate your own knowledge anxiety, has become an urgent problem to be solved.
There is a serious disparity between the public's own knowledge acquisition ability and search efficiency and the speed of knowledge iteration.
Finding the core knowledge that fits your own knowledge structure and is the core knowledge of the professional field has become a difficult problem.
Under such circumstances, a large number of consumers who are extremely eager for knowledge have emerged. They are willing to pay for accurate positioning and timely access to knowledge.
2Knowledge payment
First, let’s take a look at the user scale of knowledge payment: The scale of knowledge payment users in China is growing rapidly.
In 2018, the number of paid knowledge users reached 292 million. It is estimated that the number of paid knowledge users will reach 387 million in 2019, and the number of paid knowledge users is expected to exceed 400 million in 2020.
With the development of mobile payment technology and the urgent need for knowledge in the society as a whole, the knowledge payment market continues to expand, and users gradually develop the consumption habit of knowledge payment.
3Knowledge payment
The outbreak of the new crown pneumonia epidemic has brought opportunities for the development of online knowledge payment, but the current market situation is indeed full of problems.
While the knowledge payment market is developing rapidly, there are also problems such as non-standard pricing, uneven content, and frequent piracy.
With the explosive growth of the Internet economy, the knowledge payment market is also extremely hot.
Especially during the epidemic, people stay at home for a long time, and there is a strong demand for online consumption, which makes the knowledge-paying economy take the lead.
A closer look at the knowledge payment market, we can see that because it is in the "Red Sea" period of rapid expansion, there are both "horse races" and "one-off deals".
The irregularity of the market has led to disorderly competition.
No matter what the content is, as long as it can be "fudged", it can be "sold" in the "name of knowledge".
The most typical "routine" is that many paid knowledge links keep up with the current social demand hot spots.
Use the title of "eye-catching" and the content of "Gao Da Shang" on e-commerce platforms, WeChat public accounts, and QQ groups.
The so-called "success", "health", and "getting rich" have become the "explosive money" that attracts consumers, and problems such as content homogeneity, content injection, and unevenness of good and bad have become prominent.
At the same time, some paid-for-knowledge apps also "carry private goods", and there are illegal operations such as piracy, pornography, violence, gambling, and illegal fundraising.
The reason why the payment for knowledge market has become a "hunting ground" for harvesting consumers' "IQ tax".
The main reason is that the market has too low thresholds and loopholes in supervision, which have caused "bad money to drive out good money", and people from all walks of life have entered the market to "cut leeks." With this idea,
4Knowledge payment
has more and more knowledge about the payment threshold, and we can’t wait to pay.
Some people choose to learn knowledge from intellectuals, so that different knowledge impacts their minds;
some people choose to learn with relatively practical knowledge that can solve current problems immediately.
If the purchase of books and skills training in the past was paid for by the traditional knowledge, then courses, columns, communities, and various questions and answers are now the new type of knowledge for payment.
In the past, I spent 40 yuan on "English for Postgraduate Entrance Exams" and failed to enter the graduate school.
Nowadays, I spent 200 yuan to buy the course of "English for Postgraduate Entrance Examination", and I have not scored in English in the end. That must be the back of the course.
You see, I spent 200 yuan, but my English is not as good as 80 points. The conclusion is that this English course is foolish.
But there is a question, this person or this knowledge, the current content is very good, can it be guaranteed that the quality of the content will remain at the current level in the future?
From the content level, knowledge is not a commodity after all, and it can be produced in a process according to certain standards.
First, construct specialized and diversified knowledge barriers.
As the threshold for knowledge production and dissemination has been lowered, the homogeneity of knowledge has been severe, and the quality of content has been uneven. It is necessary to know that professional and diversified knowledge services are more valuable and can attract paying users.
Second, gather more experts and elites.
The quality and quantity of content produced by professional users will directly determine the viability of the knowledge platform. Then, the community economy is operated, so that fans who have the habit of paying and are willing to pay deeply participate in the interaction.
Finally, strengthen the platform design.
An interesting and benign interactive design can fully mobilize all parties in knowledge sharing and promote the healthy operation of the product.
Anything that is new must accept doubts and criticism. There is no reason, because it is new and unfamiliar.
Even if the underlying mechanism remains the same, but the form of expression changes, doubt and criticism will come.
When we have a deeper understanding of the concept of payment for knowledge . We have reason to believe that the future prospects of paying for knowledge are considerable.