WeChat’s paid reading service has not yet arrived, but Douban Time has quietly gone online!

The paid era of the knowledge economy is still advancing rapidly. Douban, which has not made any major moves, finally unveiled its own paid product yesterday - " Douban Time "

Later in the afternoon, I heard that Douban had launched a new paid product. Brother Xiaoyu was already very interested in this content, so he immediately searched on Baidu, and unexpectedly, many media had already reported on it .

And I saw that Baidu Encyclopedia has already included it. Douban’s speed is really amazing! I have to say that this is a paid product that has been planned for a long time.

Douban has also launched a paid content product - Douban Time. The first episode of Douban Time is about "poetry", which can be said to be very Douban in content.

According to the official introduction:

Douban Time is a paid content product launched by Douban. Douban selects the content areas that users desire most, invites academic masters, young newcomers, and industry experts, and launches carefully crafted paid columns. Each column contains dozens to hundreds of issues of high-quality content, presented in various forms such as audio and text, and updated regularly every week.

At present, Douban Time has launched its first column: "Wake Up - Poetry Class of Bei Dao and Friends". The program is planned and compiled by Bei Dao himself, and he invited 16 poets and translator friends to create this special "Poetry Class" on Douban. The course has a total of 51 classic modern poems from China and abroad and 102 master-level poetry classes.

Next, Douban said that the works of many cooperating famous writers will be released online one after another, such as Pai Hsien-yung’s narration of Dream of the Red Chamber and Yang Zhao’s narration of Records of the Grand Historian. The content covers many fields such as literature, drama, film , and life. There are many active critics, musicians, photographers, designers, etc. on Douban, and the providers of these contents are also included in Douban Time's content cooperation plan.

In fact, we all know that Douban did not come early in the tide of knowledge payment : the previous payment market has already been flooded with many platforms, including: Fenda , Zhihu Live, Get , Himalaya , and this year's popular Weibo Q&A, 36kr , etc. These platforms are all knowledge trading platforms - they just have different payment models and product forms. There have been many reports on these platforms when they came out, so we won’t go into details here.

Douban’s Douban Time actually focuses more on literary and artistic spiritual and cultural food. In the current content payment market, practical skills and knowledge are the mainstream, and cultural products are still a niche. However, many experts still believe that as people's cultural needs increase, spiritual consumer products are also beginning to be valued by content platforms.

The market that Douban entered may seem niche, but it hides huge business opportunities. It is a growing market that can be called a blue ocean. The Chinese people's demand for consumer consumption is becoming increasingly strong. Movie box office has been growing year by year, folk art studios are springing up everywhere, niche theaters are always packed, folk singers are very popular... These all show that users have stronger demands and higher pursuits for spiritual consumption, and they are very eager for personalized, diversified and innovative content.

According to the 2016 China Mobile Internet Innovation Trend Report by iiMedia Research:

Cultural films and television have become the darlings of the market. In the past year, the film and television industry has flourished, with movie box office revenues often exceeding billions and variety shows constantly breaking new ground in terms of sponsorship fees. The cultural industry has inadvertently become the darling of capital. The potential scale of China's cultural consumption is about 4.7 trillion yuan, while actual consumption is only around 1 trillion yuan, with a gap of more than 3 trillion yuan. There is great potential for entrepreneurship and layout around the cultural and film and television industries.

Compared with the previous Douban Films, Douban Time has invested much less money and manpower, and the output and overall product rhythm are easier to control. It can also be seen that Douban has become more and more mature in exploring the path of commercialization. However, Douban Time’s ambition is not just to target the narrow market of cultural payment, but to target pan-culture, including travel, life, etc. This may be Douban Time’s differentiation strategy, focusing on the market and making breakthroughs at a single point.

In fact, when it comes down to it, all content payment models are nothing more than following the principle that "in today's world where the amount of Internet content is exploding but the quality is poor, high-quality content is scarce enough to be sold. Content payment and content segmentation are already the general trend. Internet access has brought new channels for content, and the old knowledge payment model may become their mentor in starting content payment.

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