Pay for industry discussions: The celebrity IP effect will soon pass

On content-paying platforms, is it necessarily a victory for traffic users? Jack Pan, the founder of reading poetry for you, believes that the era when paid content can be generated by just big celebrities, celebrities, and expert figures may soon become a thing of the past.

Original title: Without IP stars, are consumers still willing to pay for content?

The spring of content payment in 2017 has quietly arrived. Content entrepreneurs who are accelerating on the track inevitably wonder, what content will have many fans? What content has potential to monetize? What changes will happen to content distribution channels in the future? Without IP stars, are consumers still willing to pay for content? Angel investor Li Xiaolai, founder of "Constellation Goddess" Mo Xiaoqi, founder of Reading Poetry for You Pan Jieke and others shared their views on the hot issue of content payment on a forum.

Since 2016, content and knowledge have become commodities for which people are willing to pay. In the early days of the market, content was biased towards knowledge, dry goods, and sharing experience. Angel investor Li Xiaolai has millions of fans on the "Get" platform. He mentioned the question of whether people buy knowledge. He said that the reason why people buy is actually because of their trust in the creator.

There is no doubt that in the content-paid market, Li Xiaolai is a big IP, bringing its own traffic to the platform. On content-paying platforms, is it necessarily a victory for traffic users? Jack Pan, the founder of reading poetry for you, believes that the era when paid content can be generated by just big celebrities, celebrities, and expert figures may soon become a thing of the past.

"If what these people produce is not high-quality paid content, the name and aura will not bring effective compensation to them," Pan Jieke said. The content that has the potential to monetize must resonate emotionally with users.

Huang Sichen, founder of Sikron Sports, also agreed with this view. When creating a sports + consumption product, he found that only content that can generate deep interaction with users had the opportunity to extend consumption.

In addition to text, video, audio, and live broadcasts are becoming new forms of content payment. As a result, a number of high-quality platforms have emerged, such as Dragonfly FM, Himalayan FM, and Yili Live Broadcast. Chizicheng, an Internet company that pays attention to the global market, and Sikelang Sports in the vertical sports field, dig deep into the value of content through live broadcasts, videos and other forms.

Zhong Wenming, president of Dragonfly FM, said that a content system should be built from two perspectives: popular fields and vertical fields. He said,"The head of the public is not limited to specific groups of people, but will pass through specific groups of people. Vertical heads refer to the fields of finance, medical care, health and other fields. The number of fans may not be the largest, but the segment is strong enough."

In 2020, the audio knowledge payment market will reach

100 billion yuan. Zhong Wenming, president of Dragonfly FM, believes that the essential attribute of audio is concomitant and can appear in parallel in many scenarios. This feature also makes the audio market very large. "In 2020, the market space for audio knowledge payment will reach 100 billion yuan." Zhong Wenming said.

At the same time, Zhong Wenming also pointed out the commercial core of payment for audio knowledge at the current stage. "It's not about focusing on the head, nor is it about traffic, but about planning." Zhong Wenming said.

Content made in China is going overseas.

"Not only are pure Internet products going overseas, but content made in China is also going overseas. Some time ago, I found in Vietnam that young people are reading China online novels."Liu Chunhe, founder of Chizicheng, an Internet company focusing on the global market, said that a new form will emerge in the field of video live broadcast in the future-video social networking.

Regarding online celebrity live broadcasts, Liu Chunhe said that live broadcasts will die and social life will live forever. "We define live streaming as a function, not an industry. All platforms that can make money from live streaming have sufficient traffic entrances. If there is no traffic, its monthly retention is less than 10%. But a truly valuable platform relies on social interaction to stimulate long-tail user value."

Paid content cannot be far from turning into profit-seeking business behavior.

"The content itself needs to be valuable, emotional, and a sense of mission," said Pan Jieke, founder of Reading Poetry for You."Paid content is not simply superimposed on the content. Payment must be knowledge and wisdom, moral, and emotional. Without these, paid content will become a profit-seeking commercial activity. We believe that it will not go far, not long, and not long, and everyone can wait and see."

Regarding the production of high-quality content, Jack Pan said,"Reading poems for you has these requirements for editors: First, they must be in awe of what they do. Second, we must be professional. Third, the content must impress yourself."

If there is deep interaction, there will be consumption opportunities

. How to make content stimulate consumption? Huang Sichen, founder of Si Kelong Sports, believes that content must be deeply interactive and experiential.

He said,"From a content perspective, it is often a moment or a picture that determines the next purchase a consumer will make. If this moment, this picture is viewed through the TV screen, the impact will be very weak, but if you can experience it yourself, this experience may last for a lifetime."

In creating a sports + tourism product, he found that "the more research topic is how to improve the experience of each user participating in activities, increase the probability of users interacting with the product, and the probability of generating hot pictures."

Entrepreneurship will not be made easier by the aura of stars.

Mo Xiaoqi admitted that many investors are not optimistic about their own direction during the entrepreneurial process. "I chose the constellation because I believe that starting a business must find a high entry point in order to get out of the Red Sea. If you are not interested in this industry yourself, or even understand it, it will be difficult for you to break through."

She said that the road to starting a business is very difficult. It is by no means like everyone says. If you have the aura of a star, you can make it very simple. "I have experienced unreliable investors and sincere investors. Some people just want to see if this female star is fat or thin and whether she is beautiful. Some people just want me to take a photo with him at the company. We encountered many 'pits' in the process of starting a business. For example, the product manager in our company disappeared with his employees, resulting in the product plan being delayed by eight months."

Content creators must first think about how to make money.

"In content creation, channels are very important, names are very important, but content is not important in comparison," said Li Xiaolai, angel investor, father of Bitcoin in China, and serial entrepreneur,"For content creators, the first thing they need to think about is how to make money."

Who will become the trendsetters of the content payment trend in the future? Li Xiaolai said,"I think it will be an Internet celebrity teacher. Internet celebrity teachers are very important. Internet celebrity teachers must meet these three important conditions: full-stack, originality, and charm. The so-called full stack means that you are a knowledge creator, you are a knowledge disseminator, and you are also a knowledge practitioner. The so-called charm means that as a creator, you must cultivate your own charm.

The live broadcast column will become content entrepreneurship

Lei Tao, co-founder and head of live broadcast of Blue Ocean Technology, believes that Mobile Live Video Broadcasting is the inevitable direction of the development of mobile Internet and will also become a standard feature in all industries. At the same time, live broadcasts will also become a blue ocean for content entrepreneurship.

"Judging from the data of a live broadcast platform, the number of fans in a large number of vertical live broadcast columns is surging, and content in the vertical field will inevitably bring more accurate users." Lei Tao said.

He believes that there are still many monetization models that can be tried in the live broadcast industry. "First, paid live broadcast, high-quality vertical content continues to emerge, content advantages are beginning to become prominent, users are tired of massive invalid information, and large-scale outbreaks of paid live broadcast have become possible; second, e-commerce live broadcast, the scene-based live shopping experience is being gradually accepted by users; third, placing orders and purchasing tickets while watching the live broadcast. Compared with traditional offline roadshows, online situational live broadcast conversion is more direct; The fourth is live marketing, which combines communication methods such as virus transmission and brand implantation to make brand information easier to pass to the audience in a subtle way."

Four Trends Promote Change

Qiu Hao, founder of the Entertainment Industry Alliance Fund, believes that entrepreneurs can pay attention to the following four trend changes in the industry.

"First, consumption upgrades, the biggest upgrade is from physical consumption to experiential consumption. Second, the Internet has accelerated the production, dissemination and realization of high-quality cultural and creative content. Today, the dissemination of content is getting easier and easier. Third, today's content is no longer for the whole country or all groups as we say. The audience groups have been segmented. Fourth, we find that today IP is no longer a single form. A high-quality IP can be cross-flowed through different forms to realize realization,"Qiu Hao said.

Editor: Nancy