The sudden arrival of the "black swan event" has affected the economy a lot, and many industries are facing the fate of "shutdown". However, at this time, the industry of live streaming with goods is indeed very "lively". The transaction volume of famous anchors has repeatedly exceeded 100 million, allowing people to see the biggest outlet of this e-commerce - live streaming with goods.
In 2022, the People's Daily, as a central media, released a report on live streaming with goods, which wrote that the user scale of mainland live e-commerce has accounted for 92% of the overall netizens, reaching 384 million. At the same time, the data of enterprise investigation also shows that the mainland has registered more than 8,000 related enterprises in 2021, and the number of related enterprises has reached 16,000.
This kind of data is undoubtedly showing us that today's live streaming is becoming more and more popular. However, popularity does not mean that it can really continue to develop.
The future of live streaming with goods shows a pattern of differentiation
The potential of live streaming with goods in the future is certain, but if it continues to develop according to the current situation, it is really not certain whether it will disappear in the future. Many official media have released relevant content, clearly put forward many existing problems in the live streaming industry, false data, fake sales, etc., in short, the industry is still very non-standardized.
Fortunately, the state's supervision of this industry is also strengthening. From the beginning of 2020 to the end of 2021, the mainland has introduced many relevant policies. According to the People's Daily, after the release of relevant policies in 2021, many anchors have been punished for tax issues, and thousands of people have been punished for tax issues.
This means that the industry is moving towards standardization, and in the case of standardization, it will inevitably face a problem, that is, to present a pattern of "differentiation". At present, live streaming is a "low threshold" industry, and public data shows that about 72% of anchors have changed careers and have no "professional" concept.
The previous report of boss direct employment showed that about 71% of anchors earned less than 10,000 yuan a month, and the working hours could even reach 12 hours a day. It can be seen that although the "low threshold" is high, there are very few people who really make money and succeed. In the future, such a pattern will become more and more differentiated.
If small and medium-sized anchors cannot be professional, after the dividends of the rise of the industry, their so-called "outlet" will also become the past, and the final winner is only large anchors. To put it bluntly, live streaming is no longer the industry that anyone can do. However, there are many opportunities in the Internet industry, in fact, there is a "new outlet" that is now rising, that is, knowledge payment.
More and more people are learning online
Paying for knowledge, as the name suggests, is about spending money on learning. The Internet is originally a "double-edged sword", some people are addicted to it, and some people rely on various information on the Internet to improve themselves, it can be seen that there are still people who have the need to learn online, and there are data showing that the scale of such groups is not low.
According to a report released by Chuangyebang United Big Arithmetic, the survey shows that more than 70% of users learn through short videos. Moreover, in the first three quarters of 2021, in the short video platform Douyin, the scale of interest users paying for knowledge also increased by 26.4% year-on-year.
This shows that more and more people are beginning to be willing to learn online. For an industry, more people means more demand, so the business of "selling knowledge" naturally has a market. It is reported that in 2020, the scale of users who pay for knowledge has reached 430 million.
According to the prediction of Ai Media Data Center, by 2022, this scale or will reach 527 million people, it can be seen that the demand of this industry has not reached "saturation" at this moment, and will increase year by year.
Knowledge payment into a new "blue ocean"
In this way, it will inevitably drive the development of the industry. In fact, this industry has shown a "high-speed development" situation in the past two years. The data shows that the annual growth rate of the industry scale has always remained above 40% in the past two years, and it is expected that in 2021, this scale will reach 67.5 billion yuan, close to the scale of 70 billion yuan.
It can be said that knowledge payment is the new "blue ocean" of the moment, which is not casually said, and can be seen from the attitude of capital to the industry. According to the statistics of Ruibeast, in the first 10 months of 2021, the total scale of investment and financing in the pan-knowledge payment industry on the mainland has reached 8.98 billion yuan, and the number of transactions has reached 65.
Such intensive bets show that the market is optimistic about the future prospects of this industry. At present, this industry is still the best time to enter the market, after all, by October 2021, the number of related companies is only 3763, and people who are more interested in the Internet should really consider this field.
The most important thing is that this industry is also very profitable, and many head companies, such as Zhihu, Get, Himalaya, Fan Deng, etc., have very high profits. Among them, Fan Deng's reading is even more powerful, and it is reported that in 2020, he earned 1 billion yuan by relying on this.
Of course, like live streaming with goods, knowledge payment as an emerging field, there are naturally some problems, such as knowledge infringement, content injection, etc., but I believe that like live streaming with goods, this industry will gradually be standardized. I don't know if you have ever studied online? Are you willing to pay for knowledge? Feel free to leave a message in the comments section.