Nowadays, if it is the most popular industry, I believe everyone will think of the live e-commerce industry. According to the consumption data released by authoritative institutions, as early as 2020, the scale of the mainland live e-commerce market exceeded 1.2 trillion yuan, and it is expected that by 2030, the market size of the mainland live e-commerce industry will exceed 4.9 trillion yuan.
Due to the continuous expansion of the market size of the live e-commerce industry, more and more people want to engage in this industry. The relevant person in charge of the National Bureau of Statistics once said that as of the end of last year, there were 200 million flexible employment personnel in the mainland, of which almost 1.6 million people were engaged in live broadcasting and related industries.
Although the e-commerce live broadcasting industry is now a popular industry in the mainland, there are more people engaged in this industry. But in fact, only the head anchors and enterprises can make money, and some of the rest of the practitioners and enterprises are basically in a state of loss. However, just when people have an association with the future development of the e-commerce live broadcasting industry, a 100 billion market or will come to replace live streaming with goods.
The rise of knowledge payment
This industry is the knowledge payment industry. In fact, as early as 2016, knowledge payment has already appeared on the Internet. The first sub-answer network platform has gained more than 1 million paying users through this model, with a total transaction volume of more than 18 million. Seeing that the pioneers are so successful, many companies such as Himalaya FM and Zhihu have also launched knowledge payment models. Suddenly, the development of the payment industry gradually emerged.
As many companies began to develop into this industry, the growth rate of its market size has remained at a high level all year round. According to data provided by authoritative institutions, in 2018, the market growth rate of the knowledge payment industry reached 202%. In the following years, although the growth rate gradually decreased, it has remained above 40%.
Because of the rapid increase in the growth rate, the market size has gradually expanded. It is reported that in 2020, the size of the mainland knowledge payment market has reached 39.2 billion yuan, and it is expected that the market size will reach 67.5 billion yuan in 2021. Although the market size of the knowledge payment industry has exceeded the phenomenon of some people, this is still its ultimate "appearance". According to the prediction of Ji Thirteen, the founder of the sub-answer platform, the scale of the knowledge payment market may reach more than 100 billion in the future.
Multiple businesses are growing rapidly
With the expansion of the market scale of the knowledge payment industry, the enterprises in it have also developed rapidly. The most famous of these is Fan Deng, Wu Xiaobo, Luo Zhenning and Li Youyi, who are known as the "Four Heavenly Kings of the Knowledge Payment World". In the case of Fan Deng alone, the revenue of Fan Deng Reading, which he founded, had reached 1 billion yuan 2 years ago. Not only that, during the "11.11" period in 2021, the overall transaction volume exceeded 300 million yuan.
In addition to these "four kings", the development of Kaisheng Rongying Information Technology, a leading enterprise in the knowledge payment industry, is also quite good. According to the company's latest data, Kaisheng Rongying's operating income increased from 385 million yuan in 2018 to 644 million yuan in 2020, with a compound annual growth rate of 29.2%.
In terms of net profit, the net profit of Kaisheng Rongying increased from 84.5 million yuan in 2018 to 167 million yuan in 2020, with a compound annual growth rate of 40.4%. It is worth mentioning that as of the first three quarters of 2021, its profit was 200 million yuan, which has exceeded the profit of the whole year of 2020. Due to the good development in recent years, a prospectus was submitted to the Hong Kong Stock Exchange in February 2022, and it is planned to be listed here. If successfully listed, it may become the "first stock in the knowledge payment industry".
The reason for the rapid development of the knowledge payment industry
Seeing this, some people may wonder why the knowledge payment industry has developed so rapidly in recent years. In fact, there are two main reasons. On the one hand, people's continuous pursuit of spiritual life, because of the impact of the "black swan" event, many people are aware of the importance of learning, and the emergence of the knowledge payment industry just provides a platform for learning. According to the 2021 China Pan-Knowledge Payment Industry Report, there are now 430 million knowledge paying users in mainland China, and it is expected that related users will continue to grow in the future.
The second is the increase in learning platforms such as short videos. Perhaps most people will not expect that the emergence of short video platforms, in addition to providing entertainment for Chinese people, can also be used to learn. Also according to the above report, among all users, the proportion of people who use short video knowledge to pay and learn is the highest, almost 73.7%; while those who use medium-long video to learn, about 35.3%; and some users rely on pure pictures and text to learn.
In general, the rise of the knowledge payment industry today not only shows that the dissemination of knowledge is becoming more and more convenient, but also shows that the Chinese people are more and more eager for knowledge, so that ordinary people can become the biggest beneficiaries. However, it is worth noting that when accepting new knowledge, we must pay attention to distinguishing clearly, and do not let some wrong knowledge "occupy" our brains. Finally, I would like to ask you a question, what do you think of the knowledge payment industry? Let's give your opinion in the comments.