Seeing a doctor, taking medicine, and joining a church: three logics of content payment today
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Luo Pang said that content payment is far from being a trend, because a trend means that even pigs can fly. Obviously, a pig cannot fly in the field of content payment at present, so it is not a hot spot. But it's a business model . Although it has been a paid model since Confucius' "Ten Pieces of Dried Meat", and later training and publishing were also paid, the Internet has dressed up the payment for content, and many companies have come up with new ideas. In recent times, even the most literary Douban has Douban Time , the lovely businessman Ding Lei launched " Snail Reading ", Fenda launched "Xiaojiang", Xiaoetong released 3.0, and recently I also started playing Xiaomiquan. Paying for content is becoming more and more interesting. Unlike other Internet business models that did not intend to make money at the beginning, the biggest advantage of content payment is that it can make money. Otherwise, why is it called content payment? Today we will summarize the content payment models used by various companies. 1. Medical consultation mode Representatives of this model include Xing, Fenda, Zhihu Live, Jiandan Xinli, Weibo Q&A, Haodaifu Online, etc. I call these models medical treatment models because what you pay for is a specific solution or answer. For example, if you are confused about product design, you can go to Zaixing to ask an expert, or you can go to Fenda to ask someone, or participate in Zhihu Live to get a chance to ask questions. In short, you get an answer to a specific question, which is like a prescription written by a doctor for your illness, and you have to pay for this prescription. Although each model is different, Fenda has spawned eavesdropping, Zhihu Live is about watching + asking questions, and Simple Psychology is a typical medical treatment model, which is essentially medical treatment. The core of this model lies in your doctor resources. From another perspective, your competitiveness depends on the expert resources you have in various industries, as well as your ability to manage and control these expert resources. In this model, the platform collects commissions, and the experts receive consultation fees. The advantage is that there is no need to design content products specifically, but rather prescribe according to the specific condition and their own experience. The downside is that platform traffic is too expensive. Therefore, the ones that can be produced are probably those that already have traffic. Zaixing and Fenda are derived from Guokr, Live has the traffic support of Zhihu, and Weibo Q&A has the traffic of Weibo. Without traffic, this model is too difficult to play, so among the many latecomers who are good at copycats, almost no one survives. Alternatively, you can only take a segmented route, such as a psychological counseling platform like Jiandanxinli. The second difficulty of this model may be this: How to quickly match "patients" and doctors? This is not so difficult on professional websites such as Good Doctor Online and Simple Psychology, but it is still difficult for me to find a suitable doctor on Fenda or Live. Therefore, these platforms are all stages for big Vs , and it is difficult for unknown but informative content providers to make money on them. However, the relationship between the platform and the big Vs seems a bit delicate. Most of the money is earned by the big Vs, and the commission ratio is too low. The only hope is a substantial increase in GMV, but now it seems that each platform has encountered its own problems. 2. Medication mode Representatives of this model include Duoduo, Himalaya , Duokan, and iQiyi. There is actually iQiyi? Yes, don't be surprised. I think iQiyi is the most typical content payment model. It is a pharmacy model: it purchases goods in bulk and then sells them to customers in bulk. It is said that iQiyi's membership fee income in 2016 was 4 billion. This was told to me by an insider in the online video industry. But iQiyi's costs are also very high. I am only talking about its membership fees here, not the costs and profits. Duokan charges for reading e-books, which is easier to understand. The most typical product is a paid subscription , charged annually, 199. Other product types include "Talking Magazine", "Listen to a Book Every Day", etc. To put it simply, the difference between the medicine-taking model and the medical consultation model is that when seeing a doctor, you pay first and then get the product, while when taking medicine, you get the product first and then pay. Seeing a doctor is the "service industry", while taking medicine is the "manufacturing industry". With such a model, it is "manufacturing" products. Of course, iQiyi is a pharmacy, and its business is distribution and agency, just like 711; Duode is a pharmaceutical factory, and its business is drug research and development, production and manufacturing model, just like Bayer. Since we are making a product, you can understand the difference in sales by just looking at the number of subscriptions to the paid column. I bought a set of medicine and had an expected effect after taking it: Liuwei Dihuang Pills, for treating kidney deficiency; Guangxi Jinsuozi, for relieving sore throat and pain; and Viagra, for giving me a male erection. So what should I expect when I buy a product? Without clear expectations, it is not easy (remember, not easy, not impossible) for me to make a decision. So you see, "Xue Zhaofeng's Peking University Economics Class" and "Five-Minute Business School" by Professor Liu Run seem to be the best-selling ones. Why? Because there are clear expectations and strict product planning. In this model, being a big V is not a necessary condition for a product to sell well. Xue Zhaofeng is certainly a well-known professor of economics, but how many people have actually heard of and understand him? Liu Run is the most expensive management consultant in China, but not many people really know him. In fact, Wang Yuquan, Xiong Taihang, Zhuo Ke, Lao Pu, Wan Weigang, Hao Guangcai, Wang Shuo, etc. are not well-known figures, but what is valuable is that they can provide good content products. So in this model, big Vs are not that important. What is important is the design and polishing of the product, just like a bottle of Lao Gan Ma hot sauce. We can rarely name Yuval Noah Harari, the author of Sapiens: A Brief History of Humankind, or know who is the author of the Xinhua Dictionary, but these are content products that we are happy to pay for. Compared with the doctor-seeing model, the medicine-taking model has several advantages: 1. Have strong autonomy and don’t rely too much on big Vs, so you can focus your main energy on polishing and designing products. 2. High income here does not refer to cash flow, but to profit sharing. Compared with the low commission rate of the medical treatment model, the share with the author is basically half and half, because both parties are highly involved in the development of the content. 3. Can be sold repeatedly. The medical consultation model, where one doctor sees one patient and one prescription is sold for a consultation fee, is not very efficient (although there are variants such as Zhihu Live). However, the medicine model can sell products in large quantities. For example, even if the subscription to "Xue Zhaofeng's Peking University Economics Course" ends after one year, the content is completed and it can be sold in large quantities again. This is because there are still many people who want to quickly improve their knowledge of economics, but the basic knowledge of economics does not change much. Having said so many good things, what is the difficulty of the medication model? The difficulty lies in product development. If you come to see a doctor, I just need to find a well-known doctor. I don’t care about the specific opinions you get from your platform. But if you want to research drugs, I am not a platform, I am a pharmaceutical factory, and I need R&D personnel to specialize in research. So each has its own advantages, depending on your ability. 3. Teaching Mode There is also a third model for charging for content, which is called the teaching model. These are the various paid community models . Of course, the community also outputs content, but it neither prescribes medicine for a specific patient nor manufactures specific medicines for sale. What it sells is a community relationship, a belief and reverence, and a kind of psychological comfort. This is like a group of Christians who go to church every week to worship, confess when something goes wrong, and communicate with other church members, but the church only provides faith, not specific services. A community is a mutually inspiring learning group, which is essentially a religion. It is often organized around a core figure, such as an Internet celebrity. Feng Dahui has a readership of more than 10,000 paying users in Xiaomiquan, but Feng Dahui does not promise a certain number of posts every day, nor does he necessarily answer your questions, but these users can provide good content. Feng Dahui plays the role of organization and screening. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @由(Qinggua Media). Please indicate the author information and source when reprinting! 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