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Recently, get in the Shenzhen Stock Exchange GEM submitted its prospect application. Interestingly, this knowledge-paying company will know that a knowledge-based quiz community, defined as its first tier competitor, is the only competitor in this position:"... In the field of general education, three echelons have been formed, and the competitive pattern has been initially formed. Thinking Creations (Note: Getting the Parent Company) and independent platforms with first-in-the-nation advantages, such as Knowledge, form the first echelon. ""Knowing that question-and-answer-based production methods and community mechanisms bring together and guide Internet users to share content with each other. Knowing that on the basis of knowledge sharing, gradually hatched the relevant paid services. " Know this knowledge quiz community and get a similar place at:Columns, e-books, courses, etc.Previously, we have dismantled a variety of educational services products, mainly curriculum delivery.Today we take a look at this broader education, knowledge-paying market participant: starting with a question-and-answer community and being seen as a "competitor No. 1".What kind of product does it have?What does it have to do with knowledge payment and education? What about the intersection of knowledge-based payments and education in the exploration of cash-out with similar communities that know similarity?1, know: its knowledge of paid productsFrom 2010 to test, set up the company, and then there is a growing audience, know in 2016 and 2017 around the "open" business realization exploration.
Where there is traffic, there is a market for "commercial advertising" to be cashed out. But as a community seeking to maintain a "high knowledge" attribute, it has chosen to sell knowledge-paying products in 2016 in addition to "immediate" commercial advertising. This choice, both because it isMaintain a community-toned, recent way of cashing out with strong knowledge attributes,It's also because 2016 was a time when the knowledge-paying boom was booming.By 2018, the founder's internal letter describes it as "a process of commercialization that goes far beyond 2017 and enters a period of rapid and large-scale development", knowing that the commercial exploration has been accelerated and that there has been a constant "adjustment" in knowledge-paying products:1) In the first half of 2018, from a relatively fragmented knowledge market, "upgrade" to "knowing the university", covering courses (live lectures, private classes), books (books, book clubs), training (online learning courses, eg writing camps, small language training camps).2) At the end of 2018, "Knowing that the university is downsizing and merging into the member business unit".
So far the member business unit, responsible for the knowledge of the presentKnowledge payment section,The product is a knowledge-paying business that "is expected to increase user activity and time investment":
- Member Paid Subscriptions (Main Push Paid Products)
- Pay for single-product knowledge (assisted by single-door live lectures, e-books, etc.).
This section is also mentioned in the prospecto as a comparable business: "columns, e-books, courses".Specifically, paid membership products include: salt members, reading cards.Know the rights and interests of salt selection members: know salt selection column content, live lectures, private classes, e-books and so on. The benefits of reading cards are mainly e-books.
From the two member pricing strategies, you can see that the re-pushing is: salt members. Because there is almost no difference between the two annual subscription fees premise, salt selection members' rights and interests cover the rights of reading cards, and there are more forms of learning product benefits.Two membership subscriptions:1) Know the salt selection member pricing and rights and interestsTwo membership subscriptions: 2)Know the pricing and benefits of reading cardsFor now, though, there are still live lectures and e-books for a single fee. But the price of a single book goes far beyond a book card that covers a large number of books. The same is true of single-door live lecture pricing, as well as salt-selected member pricing, which covers a large number of live lectures.As you can see, knowing that "drunk means not a single-door knowledge-paying product", but a subscription to a member to pay.Instead of paying for a single-door content, the main push is the knowledge-based paid membership system.The advantage is that: 1) Not only does it make it easier for consumers to make paid decisions, because a lot of content requires relatively low pricing, which is even lower than the price of one of the courses and an e-book. 2) And as a paid member, users will likely increase their investment time: paid, with sunk cost scenarios, people tend to spend more time on a continuous basis.Based on the above, more focused on the knowledge of the current payment business, in fact, the core of only one: salt selection members.Also for members to subscribe to the book card, a thinner single-door live lectures, single books and other forms of paid products, the importance of the salt selection member business, may be more of a "contrast form" more prominent "salt selection member" cost-effective auxiliary products.The same is true of knowledge-paying services such as "Paid Consulting" at the entrance to the next page.2、Knowledge paid products, knowing the location of commercializationThe Q and A community knows that by 2019, $434 million in round F financing has been completed, with a public valuation of $3.5 billion.Since the formation of the commercialization team in the second half of 2017 (generally, the goal of the commercialization team is to help the company increase revenue and cash sources), it is known that revenue data has not been published. But when the university was launched in 2018, Zhang Rongle, the head of business, responded in an interview:"Knowing that revenue is mainly based on the advertising business, last year (2017) and this year (2018 advertising business) growth is very fast." And.At the end of 2018, the front-end business was restructured into: Community Content Division, Member Business Unit, and Commercial Advertising Division.From the new front-end business structure, you can see:The community content from the start is the foundation that supports the business form, and it is still an important part.
Adjust less than half a year of knowledge of the university to pay for the realization of products, into the exploration of the member business unit.
Commercial advertising is an important part of the realization, operating independently of the business unit.
Correspondingly, the realization path was known at the timeCore realization is commercial advertising, in the changing, iterative knowledge payment and membership products are more exploratory state, "exploratory products."Commercial advertising as an important source of realization, you can see from the PC-side home page: between the question and answer content, 3 to 7 between there will be an advertising tip. There are 2 to 3 ad spaces in the right column of the home page.Consumers are more willing to pay for knowledge products, driven by capital, head companies (supply side, eg get, Himalaya, etc.).
In the past three years, it is known how well the revenue of knowledge-paying products led by salt-picking members has performed, and can it be further enhanced?
Or is it still being adjusted as an "exploratory" business? As the head of the university said in 2018, was there "no commercial pressure on the university"?
For the community platform of more than 200 million registered users in 2018, but then because of "community user generalization, content quality concerns, community atmosphere decline, high-quality content production is insufficient", membership-based knowledge payment products, can effectively reactivate its activity in users and communities?
To answer the knowledge of the "knowledge pay" prospects, in addition to uncertain individual business practices, capital, consumer side, you may wish to look again, with a common community platform, their realization logic? In the knowledge-question-and-answer community in particular, is the answer still commercial, or is it other forms: is it more likely, say, that knowledge-paying products are available?3, with knowledge with common knowledge content community: the current development and realization1) Question-and-answer community "the ancestor" quora
The first is the same kind of question-and-answer community. Quora, the U.S. knowledge quiz community, launched in 2009 - a "targeting project" that was known when it was first launched, including the original user strategy: bringing in professional users such as celebrities, corporate CEOs, and more. Quora's quiz community, founded by a former Facebook CTO and early research and development engineer, may be backed by the "slow pace" of Quora's commercialization: Quora, founded in 2009, had not made commercial cash before 2013.A question on Quora: "Quora doesn't have any income", to which an employee (2013) replied, "We don't generate any income." :)Later, Quora launched a commercialization in the form of commercial advertising. You can see embedded ads in the question-and-answer area, as shown below, on the Quora home page:
In 2018, Quora's revenue was just $20 million (from wikis). By comparison, revenue is 15 million U.S. dollars in 2018 (from the research community globalgers.org). A year later than Quora, the Q and A community only started to form a commercial team in the second half of 2017, but the cash-out performance was close to Quora's.And Quora's way of cashing in is very simple, that is, advertising, not even knowledge payment and so on.Quora's latest round of financing was $60 million in May 2019, when the public valuation was $2 billion. In August 2019, $434 million in financing was announced, with a public valuation of $3.5 billion.
But interestingly, this "slow" community. In 2018, there were more than 300 million users of independent access. It is known that the number of active users in July 2020 is just over 23 million. From this comparison, you can see that the "slow realization" knowledge question-and-answer community has a greater "user" dependency and continuous engagement (active), as well as more space for exploration in the future. From this point of view, do not know whether it will give knowledge to do commercial advertising and knowledge of paid products, some "slow", and more patient decision-making inspiration?In addition to questioning and answering the "Quora" model of the community's ancestors, take a look at other communities in the country that have a good community atmosphere, how do they later cash out? Is it mainly advertising? Or have you found a different model for knowledge payment and expertise products?2) The same platform, starting with a good community atmosphere, two forms of realizationTaking Station B as an example, we mentioned earlier that in 2019, in addition to 53% and 24% of Station B's revenue came from mobile games, live streaming and value-added services, while other revenue included 12% from advertising and 11% from e-commerce.It can be said that B station this video form of content community, B station's main revenue is not pure advertising, but cooperative products, other content, on the basis of content value-added products revenue.In a sense, the answer of station B, can give the text content form of the knowledge community, some reference: with high-quality (professional, high correlation, high dependence) users and a good community atmosphere platform, the center of gravity, but can be to the content, the product itself to explore.2.2) Reddit in the United StatesWhen it comes to question-and-answer community competitions such as Quora, Reddit in the U.S. is almost a must-have. Reddit, led by China's Tencent, will receive $300 million in 2019, with a public valuation of $3 billion, higher than Quora. Not only the valuation, but also the volume of revenue, Reddit's revenue volume in 2018 is about $100 million, up from Quora's revenue of $20 million.
Reddit is a social news aggregation platform where users can post text or links on a website, and other users can vote on those posts to rank and determine where the posts are located on the home page or sub-page.It has not only social-based question-and-answer "posts", but also news. From its current slogan is: the front page of the internet (internet home), you can also see: instant, popular news properties. Reddit is currently the fifth-largest site in the U.S., with 330 million monthly live users (2020), second only to Google, YouTube, Facebook and Amazon, according to Wiki.What is the commercialization of such a social news community platform? At present, one is commercial advertising, in the reddit community home page of the main information layout, several, or even more than 10 posts, news information, may be interspersed with a commercial. There are also ad spaces in the right-hand column.This ad rendering model is similar to the pc-side commercial advertising presentation strategy.
Reddit's fixed-display ad space started at $50,000, so it's a "very significant revenue model" by contrast.Another way to earn money is Reddit Premium, which is priced at less than $6 a month and has the effect of being ad-free and community-based coin-free.3) Content, question and answer community realization discussion: advertising or knowledge paymentIn fact, this has always been a "problem". Because the start-up content community, platform, more is based on high-quality content, in line with the needs of the content, attracted users to register, stay and stay for a long time.The most direct way to cash out is to charge B-side advertisers and commercials to cash in. The advantage of advertising is that the above-mentioned "immediate, single-door transaction revenue." But careless may become the user's "sickness" of the existence.Depending on the relative "compliant" content payment, knowledge payment products cash, it is more to charge C-side users.- First: Pure ad-free membership, such as Reddit, as mentioned in this article.
- The second is to make some high-quality content into a paid product, pay a single door, or part, unlimited reading. The result of this approach is to set a reading threshold for some of the content, leaving a portion, if not a small number, of users to read wirelessly.
- There's also a membership model that combines multiple features (premium content, ad-free, upgrade experience) and more.
Both require high-quality content support from the community platform. For example, know that the current attempt at salt selection members, reading cards, in favor of the entertainment field of Ai Qiyi, Tencent, B station and other parts of the video content, the need for members vip to watch, and more important is the knowledge of the field of payment, the Himalayas and so on, directly with a single course content payment and other forms of cash.Although difficult, but also different forms of exploration, just make the broader sense of learning, knowledge community, and education market has a cross-relationship and correlation, the future whether it is knowledge, or other from the community products extended to the field of knowledge payment participants, seeking to cash, knowledge paid membership subscription is also good, and even "the same way" with the current cash flow of the strongest "training camp, positive price class" encounter is also good, look forward to this broader sense of learning products, to bring more valuable research and answers to the industry.
https://globalgers.org/company-inventory/company-profiles/china/zhihu/https://en.wikipedia.org/wiki/Quorahttps://www.investopedia.com/articles/investing/093015/how-reddit-makes-money.aspOnline edu guide hui recent small activities, readers leave a message draw announced:
Award-winning readers:Zhang
Message article:"Chat Gets"
Message content:The success is indeed in line with the needs of many white-collar user groups at the right time. I personally also get the first users, feel that there are still a lot of gains. Want to ask how to see the relationship with the Himalayas positioning, and how to see the high entry threshold for the course, and from the financial report, online knowledge payment has shown a downward trend, how to see this trend?
Brief comment: A question that will inspire the next conversation.
Award-winning readers:Jason_**
Message article: "What is workplace education like"
Message content:Recently I saw a graph, a set of statistics, in a four-year time window, the number of skills to increase to 150%, the original skills degenerated to perhaps even half of the positions can not be satisfied. This is a set of foreign data. Domestic development can only change faster and more rapidly. With the impact of new infrastructure, digitalization, the Internet is to all walks of life to bring pressure, enterprises themselves can feel this change and the need to change the urgency. So on-the-job education, especially enterprise-led staff training, will be a big trend coming soon. Because it may seem easy in itself, but how high quality can be produced quickly, there are a lot of ideas to explore. No matter the hard and soft ability training, can learn to use is good training.
A brief review: A judgmental point of view.
Award-winning readers:Encounters
Message article:《From the edge to the mainstream, what are the opportunities for online education? Venture Capital Research
Message content:There are more and more teaching and training categories, covering a wider range of people. But the "homogenization" of companies in the market in a single category is also serious. For example, adult education (upgrading education)...
Brief review: The highest praise before the draw! :)
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