Since the rise of payment for knowledge in 2016, the market size forecast has increased from 10 billion to 50 billion, and the popularity continues to rise. In 2017, with the advent of payment for knowledge, major content entrepreneurs launched the payment for knowledge module one after another, bringing a new wave of commercialization opportunities. The knowledge payment model has also developed from the initial provision of fragmented courses, reading and disassembling books to systematic courses, and began to focus on in-depth services.
According to Ali's "2017 Q2 Mobile Application Data Report", paid-for-knowledge products have soared all the way. Whether it is Himalaya, Zhihu, Makers, etc., there have been significant growth, with a year-on-year growth rate of more than 50%. The recently released "Research and Analysis Report on the Operation and Development of China's Payment of Knowledge Industry and User Behavior in 2020" shows that the scale of the payment of knowledge industry in 2020 will exceed 39.2 billion yuan. In 2021, this figure will jump to 67.5 billion yuan. In this wave of knowledge payment, the major giants have gradually shown their advantages, shifting to comprehensive knowledge e-commerce, providing a variety of content formats, spanning graphics, audio, and video; however, the report suggests that there are no vertical user characteristics. , And judge the subdivision of knowledge payment will gradually receive attention.
As far as the current form is concerned, the knowledge payment platform system can be divided into three types: one is tool type, one is flow type, and the other is resource type.
Tool-based platforms only provide technical support and require knowledge producers to have marketing capabilities in addition to content production. Relatively speaking, they are more suitable for organizations or teams that operate in teams. The flow-based platform itself has strong marketing attributes, or has mature market flow channels, and has accumulated a large number of users. Knowledge entrepreneurs only need to enter the platform as content providers instead of undertaking marketing work. As a resource-based platform, it has high-quality, wide-ranging content products, and the users it faces are not directly terminal consumer users, but as proxy users of content distributors; these users do not need to generate content, just select Appropriate content on the platform is distributed to the market through marketing methods, which is also the role of a knowledge agent.
Driven by the great benefits of the industry, many Internet giants have entered the game in order to get a share. Giants such as Tencent, Baidu, Douyin, and Station B have also increased payment for knowledge. The payment methods and channels of each platform may be different, but without exception, users pay for knowledge. In addition to the economic benefits of Internet giants entering the market, it is also largely due to the difference between knowledge content and entertainment content. Providing high-frequency and high-quality knowledge content can improve the user stickiness of the platform to a certain extent, which is the daily life of the platform. Traffic lays the foundation.
Although the current Internet user traffic is still a growing trend, with the rise of various payment knowledge platforms , the competition in the payment knowledge market has become increasingly fierce. So, how should content entrepreneurs get a piece of the competition? This is not only to determine the market positioning according to one's own ability and strength, in addition to good and attractive content, and strong marketing capabilities, but also to have a knowledge payment platform system suitable for future development plans. Just like the knowledge payment platform such as Maker and Craftsman provides us with such a venue, come together to seize the new outlet for knowledge payment, and gain a place in the competition.