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知识付费是门好生意吗

2017-09-19 16:17:44   国际在线

17万付费订阅者、3000多万元网课收入,近日,在媒体记者探访下,号称要做“陪你买早餐的经济学家”的薛兆丰再一次被拽进舆论视野,一同被反复打量的还有这位北大教授身后的知识付费洪流。

说知识付费是“洪流”,并不夸张,无论是社会观感还是行业数据,都支持这一说法。时间管理、名著新解、职场技能、英语提升、亲子教育……只有你想不到的,没有你找不到的,身边人十有八九曾为“知识”买单。国家信息中心发布的《中国分享经济发展报告2017》显示,去年我国知识领域市场交易额约为610亿元,同比增长205%,使用人数约3亿,约占中国网民总数的一半。知识付费早已不是小众游戏,甚至已成为一部分人“移动互联生活”的新标配。

知识付费成潮,固然离不开互联网技术的发展,让输出者和购买者在茫茫的知识海洋中可以找到彼此。但更大的动能,可能还是社会加速转型和场景高频切换下,裹挟着绝大多数人的焦虑感和失控感。免费的互联网逻辑下,信息不稀缺甚至过载,但优质的、结构化的内容仍属稀缺品。而且,在新一轮消费升级的大背景下,为优质服务付费从而获得通达外部世界的全新路径,早已被验证是划得来的买卖。就这样,作为新时代的“知识抓手”,知识付费“起飞”了。

知识付费的兴起,造就了薛兆丰这样的“知识网红”以及得到、喜马拉雅等一批备受关注的分享平台。但经历了“元年”爆红的知识付费,今年却显露疲态。曾经的对标爆款《李翔商业内参》付费变免费、风向标人物papi酱分答社区停更等一连串事件,为知识付费这门生意蒙上了些许阴影。如果结合一直以来网友对知识付费内容同质化、碎片化、娱乐化的吐槽和惨淡复购率的质疑来看,知识付费可能真的在遭遇一场发展危机。资本的疯狂涌入、粉丝经济的成熟嫁接,在一定程度上吹大了知识付费的气球。“‘知识付费’里的‘知识’,和‘共享经济’里的‘共享’一样多”——虽然这是个段子,但戳起知识付费的痛处来,真是准得很。

当然,作为新生事物,知识付费在早期经历大浪淘沙,实属正常。深度内容和有深度价值的人群将会逐渐凸显,回归消费理性的知识产品购买者也将在同时段内完成新的逆向筛选。届时,那些“假装在分享知识”的裸泳者将不可避免地被市场淘汰。祛浮降躁后的知识付费市场,才有可能沉淀出稳定、优质的内容及一整套生产机制,知识产品的创新迭代才有盼头。

互联网经济向来信奉“唯快不破”,但和知识打交道的这门生意,一味求快只会走进死胡同。比如,购买了一打《高效记笔记的十个方法》《三个月学会xx技能》《60天吃下xx本书》等速成付费课程,除了部分缓解自我焦虑之外,多半不会成为课程推介语中那个全新的“你”。同样,提前透支了未来可能的消费市场和价值,讲糊了资本故事的知识付费,多半也无法复制同期走红的“共享单车”概念传奇,遑论其他红利。

知识付费是门好生意,但前提是先做足“知识”,再惦记“付费”。在此基础上,才能讨论下一个问题:知识付费时代,对为知识买单的个体而言,自我成长的期待能不能照进现实?

(作者:王丹)

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