Produced | Sanyan Finance
There is a saying in the industry that Fan Deng, Luo Zhenyu, Wu Xiaobo and Li Shanyou are known as the "Four Kings of Knowledge Payment".
Today, Fan Deng revealed to the media the income data of Fan Deng's one-year study, which is known as the most profitable IP on short videos, and finally released the income data.
Just so, you can compare several "kings", how much can the four of them make in a year in the circle of knowledge payment? Who is the head of the "Four Heavenly Kings"?
Chuan Fan Deng realized 5 billion yuan a year
Fan Deng revealed: The annual income is 1 billion, which has nearly doubled during the epidemic
Fan Deng, once known as the most profitable IP on Douyin, is rumored to have realized 5 billion yuan a year in Douyin through the matrix model.
Of course, these claims are not supported by real data, and may only be a means used by some short video bloggers to attract traffic.
It is said that Fan Deng is the most profitable, so how much money does Fan Deng make?
Recently, Fan Deng, the founder of Fan Deng Reading, accepted an exclusive interview with the Daily Economic News. In the interview, Fan Deng revealed that Fan Deng's revenue in 2020 is about 1 billion yuan, which has nearly doubled during the epidemic.
Fan Deng said that Fan Deng Reading is actually a company that spreads knowledge with its personal IP brand as the core. In terms of revenue structure, the company's largest revenue segment is definitely Fan Deng's subscription products, "365 days to listen to my lectures", accounting for 60% to 70% of the total revenue.
Fan Deng Reading, formerly known as "Fan Deng Reading Club", was officially established in October 2013 and officially renamed "Fan Deng Reading" in 2018.
According to public information, from 20:00 to 22:00 on the evening of November 11, 2020, Fan Deng conducted a two-hour live broadcast in the Douyin live broadcast room, with a cumulative number of viewers of nearly 1.5 million, and nearly 6,000 sales were completed in the live broadcast room.
According to statistics, during the Double Eleven period in 2020, Fan Deng's reading achieved a total transaction volume of more than 400 million yuan, and the number of transactions exceeded 1 million.
It is reported that in 2021", "Double 11", Fan Dengshu sold a total of more than 300 million membership fees a week, and sales exceeded 400 million yuan during the book festival.
Fan Deng's reading has a very memorable point, that is, the membership fee is 365 yuan a year, one dollar a day.
However, when the author opened the Fan Deng Reading App today, he found that it may be because of apple mobile phones, the membership fee is 388 yuan a year.
Fan Deng's annual income is 1 billion, so what is the income of the other three "Heavenly Kings"? What is the difference between the income structure and Fan Deng?
Luo Zhenyu's revenue in the first half of 2021 was 439 million
Revenue in 2020 was 675 million
Luo Zhenyu's Thinking Creation was established on June 17, 2014. At present, there are many well-known Internet brands and knowledge payment brands such as Luo Ji Thinking, Get App, Get Academy of Advanced Studies, "Friends of Time" and so on.
According to the prospectus updated on the official website of the Shenzhen Stock Exchange's Growth Enterprise Market on December 29, 2021, the revenue of Thinking Creation in 2018 was about 738 million yuan, the revenue of 2019 was about 628 million yuan, the revenue of 2020 was about 675 million yuan, and the revenue of the first six months of 2021 was about 439 million yuan.
In terms of revenue structure, during the reporting period, the main business income of Thinking Creation accounted for more than 99%. Its main business includes online knowledge service business, offline knowledge service business, e-commerce business and other businesses.
In the Get App, the annual fee for listening book members is 328 yuan, and the annual fee for e-book members and get members is 178 yuan.
It is understood that the university adopts online and offline linkage learning, with a study system of three months and a tuition fee of 11,800 yuan.
According to the App, the 11th enrollment of the Institute of Advanced Studies has been closed; the 12th enrollment has not yet been opened.
Wu Xiaobo claimed that Ba Jiuling's annual income was 300 million yuan
Revenue in 2018 was 231 million yuan
Since entering the field of self-media, financial writer Wu Xiaobo has quickly achieved the head of knowledge payment.
On May 8, 2014, Wu Xiaobo," The first financial talk show "Wu Xiaobo Channel" in China, was officially launched on iQiyi, and on July 22 of the same year, Wu Xiaobo founded Hangzhou Bajiuling Cultural and Creative Co., Ltd. in Hangzhou.
On March 17, 2019, All Access Education announced the acquisition of 96% of Bajiuling's shares, and on March 31, All Access Education determined the purchase price of Bajiuling to be 1.5 billion yuan. The incident was a sensation.
For a variety of reasons, the acquisition was not completed. However, in the acquisition announcement of All Access Education, the financial situation of Bajiuling was disclosed for the first time.
In 2017 and 2018, Bajiuling's operating income was 187 million yuan and 231 million yuan, respectively, and the net profit attributable to the parent company was 50.1498 million yuan and 74.8704 million yuan, respectively.
At the end of 2018, Bajiuling had monetary funds of about 356 million yuan, fixed assets of 1.1113 million yuan, a total of about 507 million yuan of assets, monetary funds accounted for 70.19% of assets, and fixed assets accounted for 0.22% of assets.
In July 2021, Wu Xiaobo revealed the company's revenue in an interview with Caixin Time.
Wu Xiaobo said that there are 300 million yuan of revenue every year, of which knowledge payment, corporate training, and advertising account for one-third of each.
For example, the price of the "890 New Business" super membership is 2980 yuan, and the paid course is as little as 180 yuan and as much as 980 yuan.
According to Wu Xiaobo, there are currently more than 12,000 super members in the 890 new business app.
In addition, Wu Xiaobo also has paid communities such as "Enterprise Investment Association" and "90 Doors".
It is understood that the community "90 doors" for post-90s entrepreneurs, with an annual fee of 39,800 yuan / person; the first phase of the enterprise investment private housing class is 19,800 yuan, and there will be four periods a year; there are also enterprise investor growth camps, 89,800 yuan / person; and the enterprise investment leader camp is 298,000 yuan / person.
Wu Xiaobo also holds a mid-year forum and a year-end show every year. The ticket price of the 2021 China Economic Forum is 5980 yuan.
The annual income of Li Shanyou Chaos Academy may be less than 300 million
In early 2014, Li Shanyou founded the Disruptive Innovation Workshop, which was later renamed the Chaos Learning Club; in 2017, it was officially renamed Chaos University and officially launched the Chaos University App; in April 2021, Chaos University was renamed "Chaos Academy".
However, Chaos Academy has never publicly disclosed its revenue. We can only estimate it with some data.
In 2017, some netizens said in the article that the tuition fee of Chaos University was 1,000 yuan a year, and according to the calculation of 60,000 members, the estimated cumulative income should be less than 50 million (considering the previous membership fee of 600 yuan).
In 2019, a student complained on the black cat complaint platform about chaos university officials and asked for a refund, and the student said that the amount involved in the lawsuit was 1298 yuan.
Perhaps it is the tuition fee of Chaos Academy that has been gradually increasing in recent years. Today, the author saw in the "Chaos" App that the cost of online registration for one year is 1498 yuan.
If chaos academy has 100,000 members every year, according to today's tuition estimate of 1498 yuan a year, chaos academy annual revenue is about 150 million.
Previously, Li Shanyou also gave a speech. The entrance fee for the 2022 Li Shanyou New Year's Eve Class ranges from 1499 yuan to 5499 yuan.
If there are 10,000 people participating, the middle value of the ticket is 4,000 yuan, and li Shanyou's income from the New Year's class is about 40 million.
According to the above estimates, Li Shanyou's annual income should not exceed 300 million.
Fan Deng is temporarily "ahead", but there are also some small changes
It can be seen that although the income of Luo Zhenyu, Wu Xiaobo and Li Shanyou is also very impressive, there is still a certain gap compared with Fan Deng's 1 billion.
However, whether Fan Deng can still enter the gold every day as before is unknown.
First of all, on the short video platform, the probability of brushing Fan Deng has dropped significantly. Once brushed a few videos will appear a Fan Deng related account, now rarely can brush Fan Deng.
Second, live streaming popularity.
Tonight, the author found in the live broadcast room of the official Douyin number of the "Fan Deng Reading App" that the number of online viewers was only more than twenty.
In Fan Deng's own live broadcast room, the number of online viewers is about 5,000.
These figures are far from the hundreds of thousands or millions of viewers that were seen before.
Perhaps, the wave of knowledge payment is about to "subside". They may also be eating stock users, and they are also looking for new traffic and conversion of new users. In short, the knowledge payment industry deserves more in-depth research.