High know almost cold image, since the beginning of the commercial to continue to be dragged into the "altar."
From the 10 years since its establishment, after nearly 10 years of development know almost, business landscape is becoming more and more commercial force or about to usher in the explosive. Following know almost Live, good things recommended in recent days, and then know almost next note on the commercial road, on-line know almost live. As the largest vertical depth content knowledge quiz communities, but also to know how such a grass-roots peace and live, live with the nature of the integration of business practices it?
If the front trying to make today know almost as watercress general in China's Internet market has the irreplaceable value, then with the involvement of more and more commercial path, investors and content creators will obviously be loved, the user can it? The next stage is to know almost broke out business, but also in business and know almost embarrassing experience tangle stage.
Open invitation to know almost live broadcast trick
It is learned that after the krypton 36, October 11, conducting market research and beta running for some time, know almost live features available. But at the moment still know almost live only in the experimental stage, the main anchor screening by invitation system, the future will gradually expand the scope of the invitation.
From the point of view display interface, direct entrance on the left side of the home page search box, click on the enter button to see live today and the future course of a few days each time, users can reserve online viewing. Launch buttons are located on the upper right of the page two. According to a list of public courses live perspective, not a know almost similar to the live broadcast game show or entertainment content platform, but know almost Live located in the similar knowledge sharing.
Previously, to know almost "live" market research functions were measured and running for some time, in a live scenario, the user can more easily and directly share knowledge, experience and insights, in real time, discussion exchange. Especially for some "good at saying good at writing," the user, can be a creator in the new scene.
According to reports, between know almost live, the user can interact with a variety of functions with the anchor through the "Comments barrage" "Question," "talk to" and so on. Anchor valuable content can be output harvested from the user support and recognition, and get the appropriate returns.
The elite know almost the earliest invitation only, was let go until the 2013 registration restrictions, although it has been positioned to know almost enough high-style, but also the infinite pulled down the ceiling. It is known that almost official data show that as of the end of November 2018, the number of users know almost breaking 220 million, under the background of such a large number of users, know almost must "accommodate the eyes of the sand."
It can be seen after the user onto the large-scale, know almost fashioned elite ecology has been weakened. This is now known as the newly established almost 10 years that would invite a conventional system is set up when a lot of new platforms hunger marketing practices, but how this effect depends on whether subsequent user buy it.
Although know almost always look past the image of "elite", the professional V-circle community, but the commercialization of recent years makes it more and more with the reality breath.
In April 2016, known almost on the line Html5 "the value of peace," the Success topic, scraper micro-channel circle of friends, but know almost did not seize this opportunity to pay for the commercialization of questions and answers, but merely regard it as a brand marketing game . In the same year in November, the company line "know almost Live", the official start of a series of knowledge about the liquidity of commercial attempt.
In December 2018, known on-line almost "Instant", the main short video market, it is the same with deft, vibrato, hoping to make users know almost "record of daily life", but the market is already leaving no chance, from know almost the product operations attitude point of view, that even the shadow of the test did not proudly.
In February 2019, with the "male economy", "become a hot spot, know almost launched" CHAO ", which is a shopping guide for men and grass class community products, similar to male" little red book. "But even in the" male outfit "," fried shoes, "" male skin care "," male grass "in the case of such emerging markets, CHAO still mediocre, did not achieve the desired results. Although similar recommendation was good to get through the Jingdong shopping system, but If unchecked diversion Jingdong, with almost 200 million order of magnitude more likely to become known advertising platform.
March 2019, know almost launched a membership service system "salt is selected from members' attempts membership system.
According to official data, as of September 2019, it has provided know almost 28,000 service product knowledge, 8000+ Live salt selected columns and lectures, more than 20,000 salt selected e-book. Although the precipitation under a lot of work, but the benefits are not as good as expected, the main profit now known or almost-based advertising revenue.
Although we tried a variety of commercial road, but the end result is not how it seems ideal, which now know almost let go of the hands and feet are not unrelated, carrying the "intellectual elite" burden of know almost, to ground gas money, may also we need to cross that hurdle psychology.
In fact, now we know almost, under the steady demand fast pace of development, and has had the headlines today, 100 numbers and other commercial realization of eco-product basis function, at least in the form of so - Q & A community, a short video , Live, electricity providers, membership, etc., of the attempt to know almost the same did not fall.
Live as a profit model proved viable commercial road, one has not tried before know almost learning mode. With the introduction of eco-backed know almost live features, rich content and user scenarios, extend the product line depth, quality and the number of users there are getting good trend lower, probably know almost commercial functions will be accelerated relative . Then there is the integration platform for creators and advertisers, to build up these non-advertising business system, the establishment of a commercial content ecology on this basis.
MCN early layout to grab Content Ecosystem know almost commercialization worth the wait
Ecologically commercial operation content, has long been known almost ready.
MCN know almost secret from the development agency can be seen, know almost not unaware of the contents of the value of their platform. As a "to let everyone get efficient and reliable solution for the mission" trusted Q & A community, know almost layout MCN, it can filter out its platform the most loyal of the most valuable group of authors and institutions, which will be known almost commercial backbone is also supported for many years know almost need to give a return on their "investment in people."
Know almost have some irreplaceable advantages in the current whole network, the platform there are a lot of quality content creator, a large number of users with knowledge Sharing knowledge and know almost almost have existing Live Speaker, just to provide content for the live stock , you do not have to attract anchor and cost too much. If they know almost can call up a variety of ways to share-based broadcast, video and other words, the commercialization of know almost certainly will bring no small pressure from the media platform and knowledge payment platform.
According to Ai Media Consulting data show that in 2019 China live online subscribers is expected to exceed 500 million people. Ai media consulting analysts believe that with the advent of the era of 5G, China live online industry will maintain steady development, the industry will continue to follow around specialization and commercialization of fierce competition.
Live entertainment is different from the game, know almost live to share knowledge curriculum more in line with "high-quality output content" requirement, in deft, vibrato and some other entertainment content live on the high side short video platform, users may have been some kind of what fatigue, in this time, the depth of knowledge sharing of know almost live like a clear stream broadcast industry, enough to get a wave of concern.
至于付费方面，知乎在此之前推出的知乎Live、精选“电子书”、盐选会员等已经培养了部分用户的付费习惯，用户愿意为有学习价值的内容买单。定位于基于知识和经验分享的问答社区，知乎一开始就为用户解决了不少“问题”，很多用户遇到不懂得就会跑去知乎搜一搜，正如知乎口号所说的那样，“有问题，上知乎”。
而且，先后获得百度、搜狗、快手、腾讯等投资，知乎在这些平台自然具备内容分发等优势，如果知乎内容付费如果各大版块都可以运作起来，这会对包括千聊、荔枝在内的诸多知识付费平台造成更大的冲击。
持续而庞大的用户和内容创作者，在5G的加速下，拥有直播短视频的知乎在知识付费方面会更值得期待，因为这本身就是一个充满了鸡汤和学习的社区，而用户对知识内容的需求实际存在。
所以，知乎直播的上线，可以说知乎的商业基础功能建设已经非常完善。如果每个商业板块做出标杆案例，那么知乎的MCN门可以帮助知乎更快地把商业化做大做强，甚至未来腾讯给予特殊入口，包括从信息流角度和微信一级入口位置给予知乎商业生态赋能，这也一切都有可能，值得期待。
知乎大V偶遇“老铁666” 用户体验与商业道路的平衡挑战
不夸张地说，知乎的商业运作能力和经验对比对手确实堪称是新手。能支撑知乎的，核心是一批持续创作优质内容的创作者和认为知乎给他们带来了很多价值的用户。
有这样的基础，其实知乎最难的不是对手有多强，不管是抖音还是快手，基本都很难和知乎的高质量用户进行对比。但最关键的是，怎么在商业化的过程中持续保持平衡，在自己和投资人受益、让内容创作者受益、让用户依然不放弃。
在知乎宣布在没有商业化的时候，创作者们可以仅凭一腔热血为社区贡献内容，后续可以通过知乎引流到微信公众号私人号等平台变现后，创作者也非常有激情可以持续创作内容。但纵观整个市场，大多数内容生态都是有红利期和头部大号发展期。
当知乎官方也可以带着作者们赚钱的时候，此前可以义务为社区做贡献的部分作者们也不会存粹了，他们也希望可以成为享受知乎商业红利的那一批人，否则就会失去部分信心。
知乎此前就存在严重的流量倾斜性问题，很多早就不更新的老一批账号可以获得大量流量和粉丝，但在当下努力创作内容的作者却得不到流量，这直接影响了作者的积极性。虽然目前的功能和算法让新作者感受到了平台的友好，但是如何持续得让对知乎社区在当时创作最有价值的那一批用户有回报，持续保持知乎内容创作者的创作激情，更好规避平台形成了头部大号后就出现热度下降甚至逃离的情况，这是一个超级大的难题，市场其实并没有太好的解决方案。
除了作者端的平衡其实会面临巨大挑战以外，挑战最大的还是普通的来知乎寻找答案的用户。当用户在平台上找不到想要的问题答案，一路刷下来尽是软文广告的时候，用户体验无从说起。越来越多的商业化，显然会影响着用户的体验。
事实上，知乎Live对商业利益的追求却招致了反感，部分用户认为情感、经验分享等内容与知乎社区认真分析、事实说话的氛围相左，破坏了知乎内容风格以及用户氛围的纯洁性。不少知乎大V选择出走知乎。在知乎公开招募MCN机构之后，有用户直呼“打脸”，因为这意味着知乎必将拥抱广告，这和一开始那个为了社区文化而封停软文帐号的神话知乎已经相去甚远。
所以，知乎的商业化其实也充满了挑战。但是不管怎样，知乎已经迈出这一步，也是时候给所有曾经支持他的创作者和投资人一次回报了，如果知乎直播能够帮助创作者们走出困境，让知识难以转化为回报成为过去式，不再让对知识的渴求成为知识的悲哀，那么知乎直播就能“值乎”，毕竟无论输赢，认真就值得尊重。
不过，可以预见的是，知乎的这一步伐，距离其上市进程可能也不会很远了。
文 |小谦，互联网观察员，数十家科技媒体专栏作者，转载请注明版权
