Since the first year of payment for knowledge in 2016, the number of paid knowledge users in China has shown rapid growth. According to iiMedia Consulting's data, the number of paid knowledge users reached 360 million in 2019, and the industry market size reached 27.80 billion yuan. It is expected to exceed 39.2 billion yuan in 2020.
In the increasingly fierce social and workplace competition environment, people need to use fragmented time to learn various knowledge and skills online. The development of the Internet in China provides an important development basis for knowledge payment.
With the continuous growth of the online audio-visual industry, knowledge payment will also enjoy dividends to a large extent, and the scale of the industry will continue to expand. Driven by the development of mobile payment technology, the urgent need for knowledge by the public, and the development of user payment habits, knowledge payment has entered a rapid incremental stage.
Affected by the novel coronavirus pneumonia epidemic in early 2020, many companies have delayed resumption of work, extended employee holidays, and restricted outgoing payments. Therefore, many users took advantage of this opportunity to learn different knowledge and skills online to enrich their lives; in addition, the outbreak of the epidemic made China’s business The economy has suffered great losses, the mental pressure of enterprises and employees has increased, and the demand for knowledge-paid products has also increased.
According to statistics, during the period from January 20 to February June 2020, the most paid knowledge products purchased by Chinese users are workplace skills and professional knowledge content. Over 90% of users said they were satisfied with their purchased knowledge paid products or Very satisfied.
Judging from the distribution of the monthly consumption amount of Chinese users’ payment for knowledge in 2020, 33.3% of users spend 100-500 yuan each time; secondly, 26.1% of users spend 500-1000 yuan a month. In 2020, the highest monthly consumption of knowledge paid by Chinese users is more than 2,000 yuan, accounting for 0.1%.
As more and more content producers enter the industry, the content of the paid knowledge market continues to accumulate, and the homogeneity is becoming more and more obvious. At the same time, it shows the characteristics of popularization and wide coverage, which cannot meet the needs of users for deep learning and increase users. viscosity.
Therefore, verticalization and segmentation are becoming the development trend in the field of knowledge payment. Popular platforms are gradually transforming into specialized and segmented products, and the knowledge payment scenarios are constantly expanding.
In addition, the Chinese market has gradually emerged a large number of self-media and knowledge service platforms focusing on popular fields such as IT, workplace, finance, and health, aiming to accurately address users' core knowledge needs.
In the early stage of the development of the payment-knowledge industry, the content released by some industry big Vs and KOLs mainly relied on personal IP effects to attract fans to read or watch, but most of the content they created was relatively simple and did not form a professional and in-depth content system .
In fact, when purchasing knowledge-paid products, Chinese users will most importantly consider the professionalism of content producers, followed by the reputation and popularity of content creators.
The outbreak of the epidemic has brought certain effects to many industries, offline scenes have been suspended, the Internet has become the most frequent window for people to contact the outside world, and the knowledge payment industry has "bucked the trend" and ushered in a round of rapid development.
Therefore, if you want to pay for knowledge well, you first need high-quality content that can attract users, and secondly, a platform that can present high-quality content.
For example, Maker Artisan is a technical service provider that focuses on providing independent online school systems for education and training institutions and lecturers. Education and training institutions and lecturers only need to focus on the content to ensure the quality and sustainability of the content, and there is no need to worry about others.
The unique feature of Maker Artisan is that it has a dedicated service team that teaches customers how to use the system, how to operate the system, and how to expand enrollment. From the beginning of the purchase, a dedicated customer service staff will help you one-on-one to teach you how to use it, and a dedicated designer will help you design the picture for the platform. Offline operation training is also held regularly. You can go to the site to learn how to operate the platform, and you will be given regularly. Customer push event operation plan.
With the expansion of the scale of paid knowledge users, users gradually mature, the ability to discriminate the quality of paid knowledge is further improved, and consumption tends to be rational.
The paid knowledge platform needs to focus on the output of content, constantly deepen its own field, bring users wonderful knowledge, content, dry goods, retain users with high-quality content, increase user stickiness, and win users through solid professionalism Pay the bill.
The paid-for-knowledge market is very large, and users have a strong willingness to pay. After the epidemic, the paid-for-knowledge industry has bucked the trend and will usher in further development.