After the answer is worth, the knowledge payment has come to the trend junction?

Luo Ji thought once had an attempt to realize the direct realization of knowledge, but did not succeed.
In the final program of 2014, Luo Zhenyu made a program of "The New Living Method for Scholars", hoping to "open source" his behind-the-scenes team, and to change the reader's new way by going to the enterprise and family "speaking" Living method, but from the follow-up effect, the exploration did not succeed.
Compared with Luo Zhenyu, the writer Shi Hang, who is also a self-study of the scholars, clearly caught the wind. In May 2016, relying on knowledge and insights, Shi Hang’s story of earning 40,000 in 9 days was widely spread. In the answering, Shihang pricing question and answer, others pay to eavesdrop, Shihang, who fell asleep after answering, lying down and collecting money.
But is the era of knowledge payment really coming? Luo Zhenyu’s failure to explore is just that time has not arrived? Answer red and question and answer
The on-line reply on May 15 this year achieved a phenomenal level of red. Compared with the Ji 13 team, the launch is earlier, the answer is like the mini version of the voice version, you can ask the big V on the platform, the big V is the question and the price selective answer, but the time is limited to 60s". Different from the payment mode in the line, the answer has also added the eavesdropping session. The questioner may have to spend 3,000 yuan, and the eavesdropper can share the answer by spending 1 dollar.
Peeping, entertainment, gossip, and singularity... The answer quickly sparked an explosion on social media, becoming a veritable explosion product, and reached a peak when Wang Sicong participated in answering questions. The most famous rich second generation in China answered 32 questions including “sex life” and finally got a profit of 238,000 yuan.
This looks like a carnival of knowledge payment, but it also caused a lot of people's concerns. After the entertainment and the initial excitement, what will be left after the answer? Can 60s voice achieve "knowledge" Q&A? What will be the future of the answer?
At the answering and communication meeting on June 24th, the founder of the line & the answer, Ji Xie, gave a concentrated answer to these three questions.
First of all, Ji Xie believes that after the red-hot, the direction of the answer is professional development, relying on the fruit shell network, the scientific squirrel and the resources in the line, the big V will be professionalized after the entertainment burst. Go in the direction. In fact, Ji Xie also revealed that signs such as medical and legal have begun to appear.
Secondly, for the 60s voice, Ji XIII believes that most of the initial questions are long enough, but in the further iteration, the team will develop a “question” function to further solve the problem. Of course, as a derivative of “in the line”, Ji Xie believes that a more in-depth and professional discussion will be able to import from the answer to the line. If it is a one-to-many case, there will be “MOOC Academy”.
Thirdly, Ji Xie also explained the future of the answer for the first time: the specialized knowledge service with people as the core.
He explained: "I remember that when I was in college, I wanted to buy a camera and it took three days to study. I want to know which one is more suitable for me. Which one is more cost-effective. Now I don't have much time to ponder, so I have to buy one. Something I would like to have an expert tell me, what is your demand, what can be the result of your needs, very simple, I want results, I want to be simple and rude, I want to customize."
In the Ji 13 team's view, the knowledge behind this customization requirement seems to be knowledge, but what is hidden behind it is a kind of service. "Imagine if everyone can virtualize the knowledge that can't be touched in the mind, no matter in the end of the earth, you can bring services to another person, let the knowledge become the realization of the service, is this thing convenient? So people are at the core, trading and community."
So from a threat perspective, for the answer, the formation of community and user precipitation may be a priority, because Ji Shi said that the current source of traffic is heavily dependent on the circle of friends.
"So if Tencent blocked your link for strategic reasons? After all, this has happened before."
Ji XIII replied: "As a mature entrepreneur, I can only say that we should do this kind of preparation, but at present, there will be no such thing happening in the short term. In addition, this round of financing is also followed. Several giants have been in contact." Value and know about Live
Coincidentally, the similarity to the husk is similar to the introduction of a similar product - worthy. This is one of the reasons why the outside world is worried about the failure of the answer.
However, the "value" product launched on April 1 is more like a gift for April Fool's Day. Although it is worth the same as the circle of friends of the Internet, more participants believe that it is worth the real thing. The value lies in the popularization of the “pay-to-answer” model, which is not very helpful for paid knowledge. The main reason is because of the “values” behind the hot.
New Oriental Online CEO Pan Xin commented after the experience value: "1, very good, let me earn 300 yuan a night yesterday, and today earned a small 200 yuan, thanks to the value. This product is definitely the first A look at the beauty of the beauty, amazing. 2, However, if this is just now, I predict three days of heat, after all, looking at the friend's full screen of psoriasis advertising, it feels a lot of people tired. , including myself, I hate myself."
Pan Xin also guessed that the value is only a test of the team's experimental products, the real intention is to launch a "paid question and answer."
Sure enough, on May 14th, Shanghai, officially on the occasion of the 5th anniversary celebration, officially launched the “Let’s Live” feature with paid content exchange. This new feature in the App will be around a certain knowledge. V conducts special Live group communication, and pays for listening. The price is set by the sharer. For example, Li Kaifu, the chairman of the Innovation Workshop, has a special session on “Entrepreneurs”. The “tickets” are 499 yuan. In an hour of sharing, the actual benefit is 100,000 yuan.
Interestingly, just after the launch of Live, the product of “value-for-money” was “online” and detonated the circle of friends. At that time, it was already time to put it on the “vacation” status. . After that iteration, the introduction of the voice version, etc., are all corresponding changes in the competition chain.
In short, in the first half of 2016, knowing and doing, value and answer, have pushed the payment question and answer to the market, and achieved explosive popularity through social networks.
Although the short-and-fast communication method of value and answer may not be the best carrier of knowledge sharing, and the dependence on social relationships and the needs of community resources may make it "hot", but the most important point It is: their success proves that the Chinese are willing to pay for the knowledge. On the basis of this demand, if the benefit distribution model is reasonable, then the knowledge payment will not be fun. Knowledge payment trend
In the answering communication meeting, Ma Dong believes that the Chinese have long had a tradition of paying for knowledge. The earliest can be traced back to the Confucius era. Confucius students need to send a "bundle repair" to the teacher.
However, in the previous Internet development, “free” once became the mainstream. From novels to music, all copyrighted knowledge and IP should be overwritten by the free banner of the Internet in China. Ma Dong said that now when returning to the tradition, users are willing to pay for quality content. For example, he and Qi Wei said that the voice course that the team just completed is selling on an audio website.
For the demand for knowledge payment, the CEO of Luo Ji thinking took the view from another side. She believes that the mobile Internet makes vertical service and personalized demand possible: "The moment we each pick up the mobile phone They are all like the emperor. The screen has its own imperial kitchen. The screen has its own special manicurist. Of course, it should have its own special teacher. You can talk about the philosophy of life from poetry and songs..."
What needs to be added is that Luo Ji thinking is also exploring in this direction. After the failure of the “storytelling” type of knowledge realization, the “Get App” that they are launching now has received a good response, at least one financial editor named “Li Xiang”. In a paid subscription of 199 yuan per year, he earned 3 million in a short time. What he has to do next is to update his observations and opinions on business and finance every day.
To a certain extent, this can explain why Luo Zhenyu’s realization of the “storytelling” has failed. The threshold is too high and not large-scale. Compared with “storytelling,” more companies like to hear cases, succeed in learning, and not in human history. Non-tool knowledge pays unless you can achieve fragmentation - and that's why Li Xiang succeeded.
In addition, Li Xiang's case gave the group of "readers" and "intellectuals" another possibility of commercial realization. If it is not a paid subscription, the former senior media person Li Xiang's way of realizing it is likely to open up a new media about himself, and then start to earn income through advertising, soft text and rewards, but compared to his current way, the gap is not small.
In fact, as Yu Jun, the father of Baidu Post Bar, mentioned in his evaluation: On the one hand, payment can stimulate better content generation, money increases the productivity of knowledge; on the other hand, money evaluation also provides a more efficient Information screening channels; these two conditions will continue to form a sound trading market and ecology, which will at least become a useful function.
Now, the conditions for paying for content, using money to evaluate and filter information, have broken through the knowledge of the value, and the related information. More and more e-commerce platforms are being accessed, and a big trend, the general trend of knowledge payment, seems to have hit.

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