This is Cao Jiang, the author of Refinement of PPT on March 20. Originated when a friend asked him, Is there any recommendable course in Get? He suddenly realized that he hadnt opened the App for a month.
Cao will have subscribed to 10 courses on Get. Previously, he wrote an article to share his daily learning methods. But now, he has not listened to can for a long time.
30 million users and 940,000 daily life
May 26, 2019 is the third anniversary of the get opening day, Luo Zhenyu proudly said at the opening: Our company and three years ago has been very different. Nowadays, get is no longer a liberal Arts students company, product and technology team is growing.
Over the past year, the number of acquired users has increased from 20 million to 29.8 million; knowledge products from 71 to 131; and listening products from 1284 to 1943.
At the same time, get also adheres to its ideal quality. A contributor to the listening column told the Hedgehog Commune, Getting the content of the product is very demanding, paying great attention to details and giving users a sense of delivery. This can be seen from the continuous release of the Get Quality Control Manual (hereinafter referred to as the Manual).
Luo Zhenyus original intention of publishing the Manual in 2017 was to express his awe to more than 7 million users at that time and to let users feel that their products are reliable. On the third anniversary, the Manual has been updated to version 5.0. Luo Zhenyu hopes that colleagues who get will treat the Handbook with caution and solemnity.
Nevertheless, high standards and strict requirements do not seem to bring ideals into reality. Luo Zhenyu himself knows that the number of products and users is only the extension line of stock, a company-level comfort zone.
Over the past six months, get has not yet announced the companys revenue situation, but from the use of App, the trend of MAU change is fairly flat, no improvement. From the beginning of this year, the MAU that acquired App continued to decline from 1.82 million in January to 1.76 million in April, according to the data from Easy View Qianfan.
Get AppMAU Change Trend Photo Source @Easy View Qianfan
The downward trend of MAU under the statistical caliber of Erie data is more obvious. In April, the number of MAU (monthly independent equipment) was less than half of that in January this year.
Image Source @Erie Data
In addition, the Hedgehog Commune learned from Questmobile that only 970,000 DAUs were available for App June 5.
Only half a year after the launch of the company, it has been frantically earning 100 million yuan. From the beginning, it has been leading the trend from the beginning to the prosperity, and from the third year, it has encountered the first ceiling.
The Dilemma of Getting
The beginning and development of get can not be separated from the IP effect of big head V.
The earliest Big V is undoubtedly the founder Luo Zhenyu, and the first users of Get are mostly guided by the program Luo Ji Thinking.
Thats exactly one of them. He told the Hedgehog Commune that for the first time, he noticed that Luoji Thinking was recommended by Himalayan FM audio program. After listening to only one episode, he felt that his brain was wide open. He spent a year listening back to the previous audio until December 21, 2012, the first episode of the program, To Live to Death.
With App officially launched, Luo Ji Mind has also been migrated. The free content is not much, so Luo Ji Thought plays a great role in improving the retention rate of users. However, fansconfidence in Luo Zhenyu is gradually decreasing. In his microblog about the third anniversary of the open letter, the most popular comment is to miss the original appearance of the program.
Pictures intercepted from @Luo Zhenyus comments on Weibo
In January of this year, the broadcast volume of each program of Luoji Thinking was about 800,000, while in May, the average broadcast volume was about 500,000. Speaking of the program, I was disappointed. I thought the recommended books were of high quality, and the explanations were all-round. It was even more interesting to listen to them than to read a book by myself. But now the program only has 10 minutes, compared with the content of the past 4 or 50 minutes, it seems a bit rough, maybe only a point in the book.
In addition to relying on Luo Zhenyus own programs, get mainly through inviting big V to live in the platform for content production. On the one hand, these Vs are mainly deep-plowed cafes in their respective fields, which ensures the professionalism of the courses. On the other hand, Big V itself is a good IP, with its own fans, with its own traffic, so that the platform gets more attention.
Head Big V has a strong appeal in the field of knowledge payment, and is still the main force contributing to revenue. Xue Zhaofeng, an economist, was one of the first teachers to be admitted to get, and his economics course is still the most subscribed course on the platform. According to Entertainment Capital, of the 33 course columns with over 100,000 subscriptions, there are 18 annual columns, accounting for 54%, and 22 major V columns, accounting for 66.6%.
But the appeal of big head V seems to be less than before.
As the first get subscription column product, Li Xiang Business / Knowledge Reference stopped more.
Picture intercepted from @Get App
Li Xiang Business Reference was recommended by Ma Yunli when it went online in 2016. On the day it went online, it received more than 10,000 subscriptions, which once led to the upsurge of knowledge payment.
In May 2017, the column was renamed Li Xiang Knowledge Reference and was open for free subscription. Previously, media reports showed that subscription data of columns declined and content opening rate gradually declined, with an average opening rate of about 18%.
The suspension after two years may also be closely related to the effect of the program and the opening rate. At the beginning of 2019, the opening number of Li Xiangs Knowledge and Internal Reference remained above 200,000 per day, while in May, more than 100,000 people listened to it every day. Even the last issue of Respect, Say Goodbye and Start New with a sense of ritual had only 150,000 people.
According to the data of other big V, the subscription of teachers who set up multiple columns in Get shows a weak state. The number of subscribers to Liu Runs Five Minutes Business School basic and practical columns dropped from 210,000 to 130,000. The number of subscribers to Wu Juns Silicon Valley Letter and 60 Lectures of the History of Science and Technology also dropped from 120,000 to 60,000.
Because Big V is a scholar who has in-depth research in their own field, the content they output in the course is mostly through long-term accumulation and research, forming a methodology or knowledge system, it is difficult to update and iterate in a short time.
The overdraft and wastage of Big V can also be seen from the columns of Liu Run and Wu Jun. Early columns are 199 yuan courses, each column has more than 300 lectures, knowledge density and intensity is very large. The recently launched Business Insight 30 Lectures or Information Theory 40 Lectures are 99 yuan courses, course length is greatly reduced, from 300 Lectures to 30 Lectures.
The number of column subscribers of the same teachers is declining. Pictures taken from @Get App
Although most major V course subscriptions are declining, others are going against the trend. Wang Yuquans second season course Global Innovation 26 Speech has a better response than the first season Outpost? Wang Yuquan. At present, more than 70,000 subscribers, nearly 30,000 more than the first season. According to the team, Wang Yuquan paid more attention to user experience, story plot, practicality and so on when recording the second season, so as to make the course more product-oriented.
The change from high-density quality courses to low-unit-price courses is not entirely due to the bottleneck encountered in the production of large V content.
From the whole course platform, get began to play to the extreme fragmentation, 99 yuan, 19.9 yuan of low unit price courses more and more, fewer sections, shorter time. Compared with the course of 199 yuan, the price of 99 yuan course is less than half, and the course length is only about 1/10. The lecturer saves effort, the lecturer saves effort, and the profit margin of the course can be higher.
How is it possible to get the course through in a short time? Strictly dissatisfied with this, go too fast, the soul can not keep up with. Some time ago, he had planned to buy Gao Shuangs General Astronomy 30 Lectures, but he hoped that the course of astronomy would be a top-quality course for 199 yuan.
Get has always been a knowledge-based approach in the past, but in the Second Letter to Users mentioned the strategy of the new year: in addition to professional courses, it will comprehensively expand the content of solution-based. Such courses include life topics, scenario strategy solutions, such as How to manage childrens dental health and Workplace Relations courses, which are basically low-cost courses.
Picture intercepted from @Get App
Faced with such small courses, to be frank, I feel that many courses have no value to buy. For example, in a course on risk aversion, the lecturer is a former executive of an insurance company. Strictly engaged in the financial industry has been working for 10 years, in his view, this course is the basic principle of insurance, too shallow, you want it as an insurance companys commercial advertisement, it is not impossible.
Another old user, Shi Tianqing, also admitted that he used get less frequently than before.
In 2017, Shi Tianqing invested nearly 2,000 yuan in get, not only subscribing to all the new courses, but also buying members to listen to books. In fact, knowledge itself does not use much, more is to provide an interest in the introduction, help themselves to establish a multi-thinking model.
Mr. Shi is a media man with high curiosity and curiosity in various fields because of his professional relationship. Now he is an entrepreneur in the field of new energy automobiles. He also needs to know a lot of information. In addition, he is busy with his work and spends about three hours driving on the road every day. Getting is a good charging tool for him. Because of entrepreneurship, he has also listened to Chaos University courses. However, Chaos University mainly focuses on video courses, in contrast, listening to get audio programs is more unrestricted.
However, this year, Shi Tianqing purchased only two courses related to law and medicine, and other members did not renew them. Get the above courses more and more, on the contrary, he had a choice barrier and aesthetic fatigue, curriculum shorter, give him less shock than before. Now, get is still his learning tool, but he is more cautious about the choice of courses, learning enthusiasm and seriousness is not as good as the original.
Once upon a time, get was known as serving only 2% of the lifelong learners of the population. The target users were senior laymen who liked to explore unfamiliar fields constantly. These senior laymen who like to explore the theory of deep knowledge are more difficult to find their own columns in get.
In addition to the development reasons of getting itself, the whole knowledge payment industry has entered a bottleneck period.
2016 is the first year of knowledge payment. Many content platforms, such as Chaos University, Zhihu, Himalaya, Weibo and so on, have stepped into or strengthened the knowledge payment function one after another, from which get has also gained a piece of the cake.
Photo Source @Ai Media Consulting
Today we are no longer as we have been. According to the survey of Ai Media Consulting, after the rapid growth of knowledge payment in the initial stage, product forms are diversified and market competition is strengthened.
No tree can grow to the sky, and no bonus can last forever.
In May this year, the CEO Zhou Yuan said at the 2nd Digital China Construction Summit that the wind of knowledge payment has blown up for three years, and now there are three low phenomena, such as lower repurchase rate, lower completion rate and lower use time. No matter how windy the past is, this road is not so easy now. We must break through the new way and find a sustainable business model.
Many companies in the field of knowledge payment have begun to transform. To the left is education, to the right is entertainment; to rise is Internet access, to bow is offline, is the most typical transformation mode Zhou Yuan thought.
Although the dividend window for knowledge payment has passed, Wang Sheng, a partner of Ino Angel Fund, believes that we should trust the market, especially now that people are more and more aware of content payment.
In his view, it took four or five years for the past box office to grow from 200 million to more than one billion, while knowledge payment took more than two years and had a market of 7 billion to 8 billion last year.
The Market Forecast of knowledge payment is also optimistic. According to the China Online Knowledge Payment Market Research Report 2018 published by Erie Consulting, the market scale of knowledge payment will grow to 23.5 billion by 2020.
However, Wang Sheng also agreed that get was playing knowledge anxiety card in the past. Its target users are the elite in the industry, which is extremely insecure. They are afraid of unemployment and being abandoned by the times. They hope to get psychological comfort through paying for knowledge.
But with too many courses involved in getting and tending to be homogeneous and lack of quality content, these users have become immune to anxiety. Wang Sheng thinks that in order to maintain competitiveness in the knowledge-based payment market, we need to provide more high-quality and diverse content on the supply side and develop new user groups on the demand side.
A New Way to Get
So what is the new business model of get?
Do you remember Luo Zhenyus Second Letter to Users, which was published on the third anniversary? He is trying to redefine get and is going to bow his head to the left.
An important new change of get is to expand the new form of knowledge service. Luo Zhenyu emphasized that the ultimate vision of get is to build a world-leading new general education university, which will be closer to university in the future, and get chooses to attach importance to education and go offline.
The main body of this work is to get a university. Last September, 277 students were recruited in the tenth experimental class of the university. This spring semester, the off-line entity campus of the university has already arrived in six cities: Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Chengdu. The new summer enrollment is just over, and 5,000 students are expected to be enrolled in the whole year of 2019.
Colleges and universities adopt online and offline linkage learning. The school system is three months, and the tuition fee is 1,1800 yuan. On-line listen to 48 kinds of multiple thinking models and complete weekly homework. On weekends, in a city community, learning activities such as sharing day, case day, private day will be organized.
These learning activities are characterized by enabling students to engage in learning-based social activities. In his third anniversary speech, Li Guogang, the dean of the university, also emphasized this point.
Learning is anti-human, which explains why, without the function of compulsory learning, the opening rate of courses in each subscription column decreases with the continuous updating of courses. University offers a group learning opportunity. When you join a group of knowledge elites, this group can encourage, inspire and urge each other, and ultimately complete the difficult task of lonely learning.
While going offline, get is also expanding the boundaries of the online, hoping that App will get rid of the sell lessons and listen to books tool and become the best learning search engine for users.
At this springs knowledge conference, Got introduced the latest e-book products.
E-book is not a new product, but get has made in-depth research and continuous improvement on the basis of traditional e-book. One of the key new functions is that you can search for e-books by keywords.
Luo Zhenyu will mention a situation that many people will encounter when they are publishing: they are anxious to find a material to write an article. You clearly remember which book you seem to have read, but you just cant remember which book you came to.
Now, you can search the inside pages of all the stock e-books by entering keywords through the search function of get e-books. From your e-knowledge base, you can call out the relevant knowledge and information instantaneously, just as quickly and conveniently as you use search engine to find information.
And each e-book is open to 10% free reading of the whole book, which can be tried from any location of the book. When combined with the search function, it means that if you want to look up a knowledge point, maybe this 10% is enough. Only when you use up to 10% of the equity will the system prompt you to buy the relevant book. The effect of the purchase brought by the users independent search is far more than the conversion of advertising.
This is beyond the reach of other e-book products.
The knowledge payment market is maturing, and users are more calm and rational. I dont know if get in the transition to education can break through on the runway of knowledge payment after redefining itself and expanding the boundary.
Source: Responsible Editor of Hedgehog Commune: Yao Liwei_NT6056