On February 28, the 47th "Wudaokou Salon and NetEase Live Salon" jointly organized by NetEase Live, NetEase Technology and NetEase Open Class was held in Beijing, with the theme of "How to stand in the tuyere of content payment".。Ji Xiaohua (Ji Shisan), the founder of Guoku.com and Fada, Wei Wuhui, the investment partner of Tianqi Amoeba Venture Capital Fund, and Qu Kai, the founder of 42 chapters, participated in the salon。The following is the salon issues and views of NetEase technology, and the end of the article is also accompanied by Ji thirteen and Wei Wuhui's dry goods to share。

1. What is the difference between content payment and reward (appreciation)?

It has been more than two years since Weibo introduced the tipping function and wechat introduced the appreciation function。The same is to pay for the quality of the content, but Weibo's reward, wechat's appreciation, and today's hot content payment is not like。Tipping is post-reading payment, based on personal appreciation and recognition, voluntary, impulsive consumption;Content payment is a pre-read payment, based on readers' expectations of future delivery of information, compulsory and rational consumption。

2. How did payment for content catch on?

去年 4 月，知乎推出“值乎”，个付费阅读的产品雏形，小范围火了把; 5 月，果壳推出“分答”，随着王思聪等大V的入驻，迅速火爆网络。Almost at the same time, Luo Zhenyu's get App and "Li Xiang business internal reference" caught fire, Himalaya FM and Ma Dong's "Good talk" caught fire。 At the beginning of 2017, content payment is still hot。Venture capital media 36 Krypton launched a paid column "open Krypton", and the wechat public platform also came out of the news that it will go online to pay for reading。

3, pursue free Internet, why infatuated with a fee business?

先，Since the outbreak of the media wave，Content has completely entered the era of excess，Users want quality content that saves them time，Even if there is a fee;secondly，Traditional content is free，Undermined by ads and advertorials，New mechanisms are needed，Break the status quo, meet the user;third，Mobile Internet technology shortens the distance between stars, big V and fans，It also sets the stage for the development of feature-based payment models among them;after，The paid model, exemplified by the New York Times, succeeded，Pay for content to shine a light。

4. What are the main positions of paid content?

Column category: Get / 36 krypton "Open Krypton"/Himalaya，An annual fee of about 200 yuan is usually charged;Consulting category: In line/score answer/value/Weibo question and answer，Pay by question and answer，Pricing is more flexible;Salon category: Zhihu Live，Celebrities open and sell tickets，Like small online salons;In addition，Wechat paid reading is coming soon，Gameplay details have yet to be determined。

5. Who gets rich selling content?

Get on the platform，Li Xiaolai has 120,000 subscribers，Li Xiang has 90,000 subscribers，According to the annual fee of 199 yuan，Li Xiaolai earned 24 million yuan，Li Xiang earned 18 million yuan;Himalayan FM on，Ma Dong's "Speak Well" is a bestseller，The annual fee is 198 yuan，It did not disclose the number of subscribers;Wang Sicong answered 32 questions in the score answer "lie to earn" 23. The story of the $80,000 is well known;Kai-fu Lee also made 100,000 yuan an hour for Zhihu live。

In short, the star and Daniel are suitable for paid content, some users are willing to pay for communication with the star, some users are willing to pay for professional knowledge, like Li Xiang, Ma Dong, Wang Sicong, Lee Kaifu, it is flawless to combine these two attributes。

6. Who pays and why?

According to a report, 74.2% of people pay for content because they want to "gain targeted expertise/insights," 50.8% of people pay for content because they want to "save time and money."。Li Xiang once told NetEase Technology that his target audience is mainly entrepreneurs and entrepreneurs;Li Xiaolai teaches "the path to wealth freedom";Ma Dong is doing eloquence training。It is not difficult to see that the main people who pay for these contents are still highly educated and high-pursuit elites。Of course, Wang Sicong and Lee Kaifu are aimed at ordinary people's curiosity about the life of big V stars。

7. Is paying for content a small business or a big business?

In the Internet industry, free is still the mainstream, and paying is difficult to become a big business。However, with the improvement of the environment such as payment and copyright, as well as the continuous pursuit of advanced content by users, the content payment industry can also brew two platforms that survive very well, and can also help a lot of intellectual elites make money decently。

8. What are the current problems facing content payment?

On the client side，Many people buy impulsively because of the influence of celebrities themselves，Therefore, there may be problems with the subsequent open rate and renewal rate;On author side，It's not easy to produce content consistently and systematically，Paying customers generally have high expectations，It is difficult for both parties to maintain a long-term trading relationship;At the platform end，Paying for content is hard to scale up quickly，It is almost impossible to form large traffic and build large platforms in the short term，Piracy and other issues also test the platform's ability to operate。

9. What new forms of content payment will appear?

Fanswer in the new version of the launch of small talk and quick ask, the former focus on 20-30 minutes of voice dry goods + interaction, to help users quickly and efficiently acquire the basic knowledge;The latter is the "drop" of the question and answer version, which can achieve quick answers to small questions and authoritative experts to consult。The paid reading function of wechat public platform is also coming out, relying on the public ecology, it may be able to re-fire in the content paid domain。In addition, NetEase Open Class such a reputation and quality products also choose to follow up content payment, may be able to walk out of another different way。

10. Where is content payment going?

In-depth cultivation of vertical and social content, building a closed loop of content consumption will become a trend。First, the content should be longer and more targeted;Secondly, the future of content payment domain will be to connect users' individual needs with content producers in a customized form and form a closed loop.Third, content is not only traffic currency, but also social currency。Not only content producers and users need to socialize, but users also need to socialize with each other, which is the incentive for users to pay and the potential value of content。