Douyin has been rectified hard, and a large number of Internet celebrity anchors are going to be cold
Douyin has taken action against "thick black learning" and "pseudo success learning".
The behavior of some anchors "cutting leeks", Douyin can no longer stand it.
A few days ago, Douyin officially issued the "Announcement on Carrying out the Special Governance of "Thick Black Learning" and "Pseudo Success Learning", stating that the special governance of "self-media" hyped up social anxiety and attracted fans for profit without a bottom line.
Source: Douyin Blackboard News
The so-called "thick black studies" and "pseudo-success studies" often refer to the "poisonous chicken soup" that is absurd and unbearable to argue and cannot withstand scrutiny.
Douyin said that during the recent inspection of the platform, it was found that a small number of "self-media" took advantage of people's psychology of pursuing quick success, deliberately planned content and matrix numbers, simplified the path to success, routines and even "thick blackening", and realized it through private board meetings, training courses, etc.
At the same time, some "self-media" also take advantage of people's worries about backwardness, create social anxiety and promote "antidotes", and use matrix numbers to direct users to third parties for selling courses and joining groups for realization.
In order to curb the above-mentioned phenomenon of "cutting leeks", Douyin will take measures including removing videos, canceling profit-making permissions, erasing improperly obtained followers, prohibiting searches and followers, and banning accounts.
In addition to meeting its own governance needs, Douyin's action is also to actively respond to the call of the Central Cyberspace Administration of China, and cooperate with the special work of "Clear and Clear" in the 2024 "Qing Lang" series of special actions, so as to jointly create a clean cyberspace.
It is worth noting that before the official launch of this governance action, Douyin had carried out small-scale rectification, and the accounts of well-known knowledge paid anchors such as Dada, Sange, and Li Yizhou on the Douyin platform were blocked one after another.
When users search for relevant keywords, the Douyin platform can no longer directly locate the main accounts of these anchors, and only some matrix accounts and slice accounts are still displayed in the search results.
Source: Douyin
You must know that Dada, Sange and Li Yizhou are all top anchors in the field of knowledge payment, they have hundreds of slice accounts on various social platforms, and the number of fans is as high as one million, and their influence should not be underestimated.
Especially Li Yizhou, since the advent of ChatGPT in 2023, he has made a lot of money by selling AI courses in the live broadcast room.
According to the data, Li Yizhou broadcast a total of 476 live broadcasts last year, with a unit price of between 200 and 300 yuan in the live broadcast room, live broadcast sales of 100,000 to 250,000 pieces, and live broadcast sales of 25 million to 50 million yuan.
Everyone should also know in the follow-up that Li Yizhou was banned by the whole network for illegal operation and theft of models.
Unlike Li Yizhou, Sam and Dada, who were involved in "cutting leeks", were only punished with a ban on searches for their Douyin accounts, and have not been completely banned for the time being.
Related promotion videos of DADA on Douyin
However, there are also differences in the attitudes and ways in which different platforms deal with such violations. At present, the Kuaishou accounts of DADA and Samgo are in a normal state, and users can still search and access them smoothly.
In this regard alone, Douyin's attitude and strategy towards handling violations seem to be more stringent than that of Kuaishou.
Indeed, in addition to the above measures, Xuelang, a knowledge payment platform under Douyin Group, has also previously issued the "Announcement on the Special Governance of Education and Training Commodities", which has formulated clear industry audit specifications for AI education and training products, aiming to prevent AI courses from "cutting leeks".
For Douyin, this kind of bottomless content will undoubtedly have a bad impact on the platform's content ecology. If such behavior is condoned, the reputation of the platform and the trust of users will be seriously damaged.
In order to prevent the emergence of this phenomenon, Douyin must and has to take heavy measures to curb this behavior in order to maintain the health and purity of the platform's content ecology.
The chaos of knowledge payment has surfaced
In the past two or three years, the concept of knowledge payment has frequently appeared in the public eye, attracting widespread attention and discussion.
However, negative voices seem to dominate these discussions. Many people are skeptical of payment for knowledge, believing that it has problems.
On the Black Cat complaint website, the total number of complaints about "knowledge payment" has reached 1,529, and the main problems are concentrated in false publicity, unreasonable fees, uneven content quality, and inflated prices.
Source: Black Cat Complaint Platform
These negative reviews not only make users feel deeply disappointed and deceived, but also seriously affect the healthy development of the knowledge payment industry.
For example, Li Yizhou's 199 yuan AI course, although it contains 39 lessons, students generally report that the quality of its content is low, and most of the content is pieced together, lacking real knowledge value.
Not only that, but the course is also full of obvious hard advertisements, which are extremely inadequate, both in terms of sincerity and professionalism. This practice seriously harms the rights and interests of users and greatly reduces people's trust in paying for knowledge.
What is worrying is that anchors like Li Yizhou who aim to cut leeks are not alone.
"Penetrating Sugar", who once had unlimited scenery in the field of selling courses on Douyin, Wang Dafa, who claimed to be a "female boss in the entertainment industry", and Zhou Wenqiang, who claimed to be a "master of success", are all typical cases of using the field of knowledge payment to commit fraud and eventually overturn.
In the eyes of these anchors, leeks seem to be never finished. They ignore the rights and interests of consumers and only care about their own interests, which is not only outrageous, but also seriously undermines the ecology of the knowledge payment industry.
It is also because of the existence of these "industry tumors" that the entire knowledge payment industry has become a miasma and chaos.
Despite all the chaos, the knowledge payment industry still has broad prospects and huge development potential and space.
According to the data, the scale of China's knowledge payment market will reach 112.65 billion yuan in 2022, an increase of about 70 times compared with 2015, and it is expected that by 2025, this market size will further expand to 280.88 billion yuan.
Source: iiMedia Consulting
In this massive 100-billion-dollar market, the opportunities far outweigh the potential challenges.
As long as the platform can resolutely eliminate the "cancer of the industry", strengthen supervision, and actively promote the development of the industry in the direction of standardization, the knowledge payment industry may be able to get rid of the inherent impression and usher in a brighter future.
The reason why Douyin has taken great pains to carry out special governance is precisely for this fundamental reason.
The platform urgently needs a new round of rectification
In recent years, the live broadcast e-commerce industry has risen strongly with its unstoppable momentum, and consumers have shifted their shopping positions to live broadcast rooms.
In live shopping, in addition to the traditional pursuit of high quality and low price, more diversified elements such as emotional consumption and experience perception are more integrated, which have become an indispensable and important part of the e-commerce industry.
The creation of these subjective perceptions is inseparable from the support of high-quality content.
Therefore, the combination of "goods + content" is gradually becoming the standard paradigm of the e-commerce industry, setting off a wave of development trends.
In this context, the knowledge payment industry has also taken advantage of the east wind and entered a golden period of development.
According to the data, in 2020, 88.8% of mainland online learning users have purchased knowledge payment products, mainly "post-80s" and "post-90s" people, and they are mainly distributed in first- and second-tier cities.
At the same time, nearly half of the users said that they spent between 500 and 2,000 yuan per month to buy knowledge paid products, and about ninety percent of users said they would repurchase again.
Now, with the advent of the era of AI e-commerce, knowledge payment practitioners have begun to actively embrace emerging technologies and lead the industry towards a path of change.
We have reason to believe that in the near future, the knowledge payment industry will usher in more abundant possibilities.
Of course, this is all for later, and the future is still unknown.
At present, the only thing that is certain is that as the bubble of the knowledge payment industry is punctured one by one, and all kinds of chaos are placed in the public eye, the platform is at a critical moment when it is in urgent need of content ecological transformation and rectification.
Author | Li Xiang