Books are a near-perfect standard, so the first sales of B2C e-commerce companies like Amazon start with selling books. Users buy a book, read it and feel that the content is not good and can not return it, because you are buying paper, not content.
Relative to the book, reading may be a parallel line like the existence of non-standard products, a few years ago, Zhejiang college entrance examination reading question excerpts a contemporary writer Gong Gaofeng an article about grass carp, let the candidates write about the last sentence of the article "the eyes of the fish emit a strange light" understanding, afterwards a large number of candidates ran to Gong Feng Weibo to seek a correct solution, Gong Gaofeng said, at that time just wanted to be funny, there is no special meaning.
Titanium Media "Titanium Empty Time" The first "Titanium Empty Storyteller" Guo Yukuan believes that reading should not be a dry knowledge point refining, but a process of God's friendship with great souls. This may be the n+1 pleasure of reading, the joy of the fish, but each fish has its own happiness.
Therefore, the product of "reading" is non-standard, and non-standard product companies are not willing to touch. However, the content industry has always been a non-standard, and it is always a re-construction of "objective text + subjective consciousness" superimposed. But from the perspective of enterprises jumped out, from the perspective of user demand, the product classification of the content industry is in line with the smile curve, the left is a fast and complete newsletter, mainly the functions of various news agencies and blackboard newspapers; in the middle is a variety of event reviews, hot spot analysis, before the tv news, newspapers and magazines of the world, after the mobile Internet is now a large number of institutional media and self-media of the world; the far right is the depth of knowledge content, because of the high degree of non-standardization, so it is usually offline teaching for the transmission of knowledge.
For the leftmost newsletter and the middle event commentary content, it is basically in the situation of content explosion, the bottle has been stuffed with stones, and it can only be replaced by small sand to find gaps. For the knowledge content on the far right, it may still be in the stage of the singularity, and it is still possible to fill another bottle of water.
At the core of the content of knowledge is the person who has knowledge, his vision, his framework of thinking and his understanding, is the ability of the core, and everything else is a lever. Then, since offline teaching can be, the Internet will certainly be able to copy a more powerful online lever, and ultimately create a knowledge IP with high visibility, high fan loyalty and high returns. We took stock of some relatively well-known knowledge IP data, and it really proved people's obsession and reward for the knowledge track.
Knowledge IP does not make money, strictly speaking, there are almost no listed companies in the industry, the information available for consultation is limited, we can only extract some information from some public information, Fan Deng revealed in an interview with the "Daily Economic News" that Fan Deng's revenue in 2020 is about 1 billion yuan, which is almost doubled during the epidemic. According to the pre-disclosed prospectus of Luo Zhenyu Thinking Creation, in 2017, 2018 and 2019, the GMV (total transaction amount) of Thinking Creation course products was 350 million yuan, 370 million yuan and 340 million yuan respectively, and the revenue of Thinking Creation in 2020 was about 675 million yuan, and the revenue of Thinking Creation in the first six months of 2021 was about 439 million yuan. Bajiuling also disclosed when it sought to go public before, from 2017 to 2018, Bajiuling's revenue reached 190 million and 230 million, and its net profit was 50.15 million and 74.87 million, respectively.
It can be seen that knowledge IP is profitable, but according to the size of the stall, the size of the ambition can be divided into two choices, one is to make a big fortune, through the platform, do standardized online courses, enhance influence, and then through omni-channel social accounts, do business consultants and other ways, the second realization of knowledge and influence of commercialization, in addition to online content products, influence can also add color to their own offline products, the wall blossoms inside the wall and the wall are fragrant, representing such as Liu Run, Xue Zhaofeng, Huashan, etc.
There is also a platform player who wants to be a linker, doing things to create a course system, mass production of content, do activity, do guest unit price, do user stickiness, do private domain traffic pool, and finally seek to go public, such as thinking creation, BaJiuling. A special case is that although Hua and Hua, the consulting body of Huashan Huanan Brothers, have not been listed, the book publishing company Reading Class Culture controlled by the two has completed its listing on the ChiNext board last year, and its current market value is about 5 billion.
When a platform organizes these knowledge IPs, how should the total revenue be calculated? From the supply point of view, the platform can create a more complete content system, from the demand side, the platform based on the strict selection mode to meet the user's rapid access to high-quality content in fragmented time, so as to promote the user's dependence on the platform from the perspective of "convenience" and "integrity".
However, from the perspective of long-term development direction, the platform is like a large shopping mall, the head of the knowledge IP is a diversion product, most of the revenue platform to be distributed to individuals, the real long-term benefits to the platform, should be on the basis of the platform traffic potential, expand more value-added business, is it to choose the user to pay or advertisers to pay? How to provide users with an online course system for lifelong learning and create an offline activity experience based on the network may be something that needs to be considered in the near 2.0 era.
For how to enhance the ability of users to rapidly iterate in the era of fragmentation, Titanium Media also provides a solution, recently, Titanium Media officially launched the pan-financial knowledge learning platform Titanium Time, the core products include "Book Friends Association", "President Talk", "Boutique Class", "Community Live Broadcast", etc. Dr. Guo Yukuan mentioned at the beginning of the article is the first "storyteller" of Titanium Empty Time, Guo Yukuan is Feng Gengzhong, Chen Zhiwu, Long Denggao, Hu Zhengrong and other famous disciples, as a reporter, host, have done investment, On the variety show, believe in the integrity of the reader like Kong Yiji, advocate non-functional reading, in the next year, Guo Yukuan will read at least one book per week on the Titanium Time App.
On April 23, World Book Day, Titanium Time just invited the famous economist Professor Chen Zhiwu, the first speaker of Titanium Time Dr. Guo Yukuan to have a live dialogue with Zhao Hejuan, the founder of Titanium Media, in two hours, a total of nearly 450,000 users watched through Titanium Media Video Number, Titanium Media App, Zhao Hejuan, Chen Zhiwu, Guo Yukuan also worked with online users to build a "Post-epidemic Era Spiritual Reconstruction Book List", and the recommended book list included Leonardo Los Penato's "". The Strategy of The Talent of The Wise Man, Kazuhiro Hasegawa's Wisdom of Survival in the Depression, Schopenhauer's The Wisdom of Life, Steven pink's The Better Angels of Our Nature-Why Violence Has Declined, Elon Musk's Mother's Life by Me, Thomas Schelling's Strategy of Conflict, Schultz's Theory of Human Capital, etc. These books will also enter the alternative reading list of Titanium Empty Time in the future, and you can download the Titanium Empty Time App (http://www.tiko.club) to learn more about the boutique book list.
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