"Knowledge-paying" economy arrives
In China, paid subscriptions, online interactions with experts and other webcasts are collectively known as the "knowledge-paying" economy. The economy reached $7.3 billion in China last year, with a large portion of that revenue coming from paid podcasts, where consumers pay directly for online content. China's people are eager to access important contemporary information, and there is a general "fear of being left behind" mentality in the country's competitive job market, which requires updating one's skills, as well as in China's more convenient cell phone payments.
Embracing the knowledge economy - from artificial intelligence to big data - has dramatically changed the status of countries as they rapidly develop. And China's share of global research spending has skyrocketed, now exceeding 20 percent. Meanwhile, 90 percent of Chinese people believe AI is good for society.
In an environment where users are willing to pay for knowledge, platforms such as Himalayan FM and Zhihu have gathered a large number of fans, but have largely remained at the stage of buying and selling courses and lectures on a one-off basis. Next, leading companies will need to offer higher value-added services to retain customers, such as providing personalized course recommendations or urging them to complete their studies.
Knowledge Payment Industry Shows Continuous Upward Development Trend
2016 is regarded as the first year of China's knowledge payment, and after a fire that lasted more than 1 year, a large wave of knowledge payment products seized the capital market, and the whole industry showed a fast-growing and continuous upward development trend. The scale of China's knowledge payment users has shown a high-speed growth trend, according to Foresight Industry Research Institute released the China Network Video Industry In-depth Research and Investment Strategy Planning Analysis Report statistics show that the scale of China's content payment users was 0.98 billion in 2016, an increase of 93.8% year-on-year, it is expected to By 2018
year user scale will reach 292
million people, segmentation, the current video payment has become the norm, as of the end of 2016, the scale of domestic video effective paid users has exceeded 75 million people, a year-on-year growth of 241%, is expected to break through the 100 million people in 2017; music payment habits gradually, in 2016 China's mobile music client user scale reached
472 million people, the proportion of users who have the intention to pay is nearly 60%.
Statistics and growth forecast of China's content payment user scale in 2015-2018
Data source: organized by the Prospective Industry Research Institute
Statistics of the distribution of online video payment users by age group in 2016
Data source: organized by the Prospective Industry Research Institute
And from the aspect of content production, high-quality content From the aspect of content production, high-quality content is constantly being cultivated and refined, and vertical content production is becoming more and more abundant, showing a trend of specialization; from the aspect of the form of knowledge payment products, platform-type products, content-type products, and tool-type products are constantly developing, with a clear trend of diversification.
China's knowledge payment industry scale analysis and prediction
In recent years, the residents' spiritual and cultural needs continue to grow, the degree of decentralization of content production is further improved, and the track related to the cultural content industry is developing rapidly.In 2017, the scale of China's knowledge payment industry was 4.91 billion yuan, a year-on-year increase of nearly three times. Accompanied by the gradual improvement of market education, willing to pay for high-quality knowledge services of the population base continues to grow, in the next three years, the scale of the knowledge payment industry will also maintain high growth continue to expand, it is expected that by 2020 the scale of China's knowledge payment industry will reach 23.5 billion yuan.
Statistical forecast of the added value of China's cultural industry and its proportion of GDP from 2012 to 2020
Data source: public information, compiled by the Prospective Industry Research Institute
Statistics and forecast of the scale of China's knowledge payment industry from 2017 to 2020
Data source: compiled by the Prospective Industry Research Institute
Knowledge Analysis of the factors for the continuous development of the field of payment
To discuss the factors for the continuous development of the field of knowledge payment, in addition to the development of the sharing economy, mobile payment and other conditions, it is mainly reflected in the following two aspects.
1, new forms of consumption brought about by new media and the current shift in user consumption habits. Knowledge payment collects the characteristics of the three fields of education, media and consumption, and stimulates new forms of consumption through media, video and audio, as well as social forms, detonating and spreading knowledge in social media. User consumption habits are also changing, and the consumption habit of paying for knowledge is increasingly recognized, which provides a broad user base for the development of knowledge payment.
2, the accelerated replacement of knowledge and competition caused by the "knowledge anxiety". In the current society, the speed of knowledge updating is getting faster and faster, and all kinds of information are more abundant than in any previous era, and many people tend to have "knowledge anxiety" in the face of the massive amount of information in screening and absorbing to promote personal improvement. The increasingly fierce competition in all walks of life has exacerbated this anxiety and demand. Knowledge payment can be relatively fast access to information and knowledge, it is to meet this want to take the initiative to learn the "knowledge anxiety" of the crowd's psychology.
Prosperous development of the knowledge payment industry
The prosperous development of this industry, on the one hand, has brought new upgrades to the field of Internet content production, and to a certain extent, also protects the knowledge copyright of knowledge information producers, which stimulates the output of more high-quality content; on the other hand, the trend of its vertical segmentation also promotes the information consumers to sift through the information more quickly and efficiently, and obtain more personalized information services. The trend of vertical segmentation, on the other hand, also promotes information consumers to filter information faster and more efficiently and get more personalized information services.
However, the knowledge payment industry is still at an early stage, and the industry still has huge room for development in terms of market improvement. For example, for users, knowledge payment products on the market are uneven, and it is common for users to have difficulty in protecting their rights.
These are the reasons why it is so important for the industry to have the right to pay for knowledge, and how to do it effectively. For knowledge providers, how to effectively protect intellectual property rights and other issues are also more prominent.
Future, China's knowledge payment industry to achieve further development, we need to continue to adhere to the producers of "content is king", the production of high-quality content, to provide users with truly valuable information services; at the same time, the paid products need to further improve the business model, improve the pricing and the third-party evaluation mechanism, to promote healthy competition in the market, to ensure the protection of intellectual property rights, and to promote the market's healthy competition. Promote healthy competition in the market and protect the rights and interests of users. In addition, the introduction of relevant laws and regulations will be conducive to the dissemination of Internet knowledge in the process of copyright protection and the protection of the rights of consumers, for the development of paid knowledge escort.