You must have found this in your life. Generally, children who are forced to learn do not learn well; and children who have been learning poorly but have changed their mentality and realize that they should learn will make very rapid progress.
This is the difference between active and passive acquisition of knowledge.
In order to make you feel that you need knowledge, some platforms keep telling you that you are currently anxious, and in the face of knowledge, we may look at discounted products for fear of missing it.
This is also a kind of passive acquisition. After you acquire it, you realize that your previous emotions were too impulsive, which is actually unnecessary.
So in the adult world, what is the most natural way to acquire knowledge?
It is people who seek knowledge with clear demands.
For example, recently you bought some wool and wanted to knit a sweater for your daughter, but you forgot to knit a certain stitch. At this time, your first reaction must be Baidu to see if there is a tutorial.
For another example, you have been listening to colleagues discussing fixed investment recently, discussing how much money you have made this year, and you want to know if you can’t intervene. The first reaction is definitely Baidu to check what fixed investment is.
You seek knowledge with a clear demand and actively seek out the knowledge points you want. This is the most natural way to acquire knowledge, and it is also the easiest way for you to learn and apply knowledge. Looking back this year, we can find that search is perhaps the simplest and most effective way to actively acquire knowledge.
1 Putting sales anxiety aside
“Trafficking anxiety”, “collecting IQ tax”, and “cutting leeks” seem to be synonymous with “chaos” in the paid knowledge market.
When the market ran for a long time and returned to the original intention of payment for knowledge, I discovered that payment for knowledge should actually be more “pure”.
The purpose of paying for knowledge is to give value to knowledge, so that knowledge creators can be motivated to promote better dissemination, and finally to achieve the “popularization” of knowledge, so that every audience can use knowledge in their lives.
Because of this, in the knowledge payment, few people come to participate in paid learning “without a purpose”, because this is human nature, but everything that spends money is required.
It stands to reason that there is demand and supply. This market should be “balanced”, but why did it go astray before?
Mainly because many platforms are too utilitarian and purposeful.
During the period of barbaric growth of knowledge payment, many institutions offered so-called “successful learning” courses, using keywords such as “laziness” and “success” to poke people’s pain points, but did not actually give any solutions.
After users pay, they may only get more anxiety in their heads, and then spend money and become more anxious. No, “perfection” forms a “harvesting closed loop”.
In 2020, which is about to pass, under the epidemic at the beginning of the year, everyone stays at home or thinks about the future, and needs knowledge supplement; or changes in work caused by the epidemic and finds that the skills are not enough; or simply sits at home and has nothing to do , I want to cook some food, plant some flowers and find that knowledge is not enough.
Multiple reasons have reignited people’s demand for knowledge, but at this stage, people’s desire for knowledge is no longer what it used to be to exaggerate anxiety and force you to learn some knowledge to pay for the environment.
After a big impact, more people know what they want. The re-marketing and selling-type knowledge payment is no longer applicable. People take precise demands and the knowledge payment through platform diversion has the upper hand, and Baidu is this A leader in the field.
2 Knowledge creators should be valued
Why does payment for knowledge become “misfire” after the fire?
I was once an entrepreneurial project by a few people in a conference. In general, a few people opened a small workshop. Piracy and splicing can create many paid courses, such as workplace, emotion, finance and so on. This is not only The trainees were harvested in “chiguoguo” fields, and the rights and interests of course content producers were not protected.
In the context of paying for knowledge, it is very important to motivate knowledge “creators” so that they can go further and be more determined. However, in the initial stage of payment for knowledge, knowledge creators lacked goodwill and effective guidance, so they are not sure what to do and how to do it.
I have a friend Mei Mei, who is a CPA and ACCA licensee, and she gave up after paying for business knowledge for half a year. Sister Mei feels that to pay for knowledge on many platforms requires a “performance personality”, that is, a “marketing oneself”. The operator of the course told Sister Mei: “You have to market to business owners to make them anxious, and it’s best to let them know that if they lack cash flow to manage their company, the next day will be finished.”
Sister Mei believes that business owners are already very exhausted, and there is no need to be exhausted by artificial anxiety.
And Shen Zhikun, the intellectual creator of the Baijiahao legal field, used his personal experience to eliminate Mei’s confusion at the time.
Shen Zhikun said that there is no need for you to render anything on a platform like Baidu. People interested in his content will naturally learn about the “pits” that companies must avoid in the law through his videos.
Shen Zhikun said: “I take classes at Tsinghua University. Entrepreneurs’ tuition is 100,000, and at Shanghai Jiaotong University there is 200,000 a student. However, looking at my courses on Baijiahao, a few dozen yuan is enough.”
Sometimes, the value of “knowledge” is contradictory, because knowledge is only valuable if it is given to those in need.
Take Professor Shen Zhikun as an example. When he is online and in class, many business owners come to check in and exchange business cards, and some even simply take two photos to send to Moments.
And the knowledge he shared on the Baijiahao platform has almost no price threshold. It can find target users more accurately. It can also allow small business owners who cannot afford to pay 100,000 yuan for business cards to obtain the legal knowledge they need. This is what the payment for knowledge should look like.
At the same time, for knowledge sharers, they are already leaders in a certain industry, and they basically share knowledge outside of their main duties. Many people do not want to spend too much time and energy in it, so they are stable and Worry-free, it has become the core demand of many knowledge creators and sharers, which is actually a test of platform capabilities.
According to the introduction of Baijiahao, Baijiahao has more than 2,000 paid columnists in just two months after the Baijia paid column was launched. The average rate of return of each creator in Baidu paid column is as high as 80%, far exceeding other platforms.
In addition to paid columns, Baijiahao also provides creators with a variety of monetization methods, including article direct-chain products, e-commerce mini-programs, etc., and fully guarantees the monetization model and monetization efficiency, so that knowledge creators can More focused on outputting knowledge to users, instead of losing energy balance between main business and side business.
3 Baidu’s choice is just right
According to iiMedia’s data, the year-on-year growth rate of the payment for knowledge market in 2019 was 87.5%, a sharp decline compared to 202.0% in 2018.
During this year’s Spring Festival epidemic prevention and control period, 63.1% of people had purchased knowledge payment products, and knowledge payment ushered in a second outbreak.
At present, the “cognitive anxiety” that was often used to obtain customers in the knowledge payment has been almost resolved, and it is time to promote “natural” knowledge payment.
At present, knowledge payment platforms are mainly divided into comprehensive platforms and vertical platforms. The vertical platforms are further subdivided according to business focus and knowledge coverage.
With the maturity of the market, the knowledge-paid content of vertical platforms has gradually become homogeneous. In fact, you can find that some platforms seem to have so much content and update slowly, which actually cannot meet the needs of users. This also makes the advantages of comprehensive knowledge platforms such as Baidu gradually appear.
Data shows that 48.7% of paying knowledge users will search for knowledge products through search and comprehensive apps like Baidu, and the unique model of Baidu search + information flow can also connect the supply and demand parties more accurately and complete the conversion more efficiently.
In addition, after the previous cooling and reshuffle, the public’s acceptance and recognition of knowledge payment is also continuously recovering, because knowledge is still of great value, the scale of China’s knowledge payment is expected to exceed 477 million people in 2021, and the overall market size Will grow to 67.5 billion yuan.
At this stage, the channels and general environment of paid knowledge products have changed. More accurate user demands, more comprehensive knowledge content classification, more professional creators, lower learning threshold, these are Baidu and Baijia The important reason for the sudden emergence of the number.
More importantly, current users need a clearer and more transparent environment for paying for knowledge, as well as self-driven learning. This is the “expertise” of Baidu’s “search+” model, and it is easier to help everyone achieve the ultimate goal of paying for knowledge ——Don’t be a hoarder of knowledge, be an actor of knowledge.
4 Knowledge is priceless, simplify complex things
When the overall environment of payment for knowledge is in urgent need of recovery:
As far as users are concerned, payment habits are gradually developed and purchasing power is constantly improving;
As far as creators are concerned, more and more platforms are beginning to respect and value the personal attributes and characteristics of creators;
As far as the platform is concerned, technology continues to improve, operations continue to strengthen, and the industry’s basic guidelines have been finalized;
As far as the market is concerned, the shuffle has been settled, and the industry has undergone self-precipitation and purification.
All this shows: this is the best time for knowledge payment to take off again.
Baidu’s culture is simple and dependable, and the phrase “practical” is an appropriate description of paying for knowledge.
Simplifying the previous complex content so that everyone can have the opportunity to acquire knowledge, and Baidu also needs to become a platform on which knowledge payment can be relied on, so that the industry can regain the confidence in knowledge payment.
