Know a "Utopia" of dreams: "twisted positions"-which knowledge could know, know the LIVE-IT news
Know the two great news lately, and these two events are the basic exploration at the product level. First is on April Fool's day on the line to pay for the product "values", and the second is in the Club activity May know salt announces real-time question-and-answer products "know of Live".
Together the two events and products, interesting. Because the Chinese pay for atmosphere is not strong, in this environment, know of such a high quality knowledge community wants to break the law, embodies the kind of arrogant "stubborn". Can also give people a few minutes look--known as accumulation of the most elite groups in the community, always there is a "distortion field", there are unique values and adhere to, want to be able to "stand" knowledge, which is closest to the knowledge of "Utopia".
From the product structure know Live logic
For the author, should be most concerned about knowing the Live. Because of such a "community + community" model, much easier to create a knowledge discussion atmosphere.
Know the Live product architecture is very interesting. Owners can create a Live answer, it will appear in the stream of followers. Users click and pay fares (set by the answer, usually 9.9-499 Yuan), will be able to enter into the communication within the group, a host and the other users began to question-and-answer communication in the group.
Value what is "worth", know and Live what is the community atmosphere and model, more focus on user participation. In fact, this is known under various topics, and a full discussion of the community is the same strain.
Kai-Fu Lee to know answers Live starting topic to share, for example. Cost 499 200 tickets open sold empty, on income of 100,000 yuan. Many users into the group not for fun, but really to be able to in-depth communication with the entrepreneurial mentor of Kai-Fu Lee, to improve their own standard of knowledge and foresight vision.
In the midst of such a product, on the one hand to share some profit can be obtained through the imparting of knowledge, experience, on the other hand, are willing to pay for a user will also have the opportunity to participate fully in the discussions. And do not spontaneously discussed on know early atmosphere, paid into this mode through a small threshold of knowledge within the atmosphere is better maintained.
Of course, know and Live the core meaning is in fact to be true knowledge sharing through their professionalism, brings a certain amount of revenue. Reticulocyte live today so blatant, reticulocyte by simply singing and jumping can earn hundreds of thousands of those knowledge sharing should be respected. Know it is through its own community atmosphere and professional security, to create such opportunities for knowledge sharing.
Behind the aggressive driving
Know tried when I will know and live this year, suggesting the product form is increasingly rich. In fact, the past few years know changes in the product form not actually great, more is based on discussions. But today, at the product level changes, to more aggressive and bold than the past few years.
Through the essence of the phenomenon to see words. This is the evolution of mobile knowledge exchange products necessary to know the inevitable result of internal business drivers. Words of the founder know Zhou Yuan, nearly a year since the mobile end user demand for knowledge exchange with new places, it's time to make a change, for the user to provide knowledge exchange tool.
You can see from this case about two years, and for systematic knowledge-sharing community more and more. For example TI media "Titanium confessions" open classes, socket socket open class of the College is by way of micro-groups to expand the sharing. But I have to say is that through such discussion groups sometimes face a variety of constraints, such as group discussion atmosphere is not strong, the majority of people are diving watch, and even show no interest in the content, some sharing will exist problems of driving force.
Such modified products based on micro group can take, but far-reaching, for a super APP app, designed for public group started reforming micro-letter "overkill" flavor. But this kind of thing done by know the knowledge community, does seem a tonal match.
Another point of view, it knows the content inside the good ecological and levels. Know, know quiz, columns, live three-level "knowledge" with different forms of sharing, logic is also stronger.
Sharing in a professional field, for example, he can be accumulated by way of answering fans, you can output column view when confronted with when discussing the needs of the audience, he can also launch Live, by way of charging his discussion in the process of answering questions earn a small income. Although diverse, but each level exists, let professional expertise in the area of which has been highlighted.
This idea of highlighting the product level of expertise also highlights know professional, products built in logic, and that have more imagination in the commercialization path.
Know the "twisted position" can let knowledge grow
Understand Live if knowledge truly is, it's hard to answer, because I also was unable to confirm. After all, in the current environment, paying for content is a difficult thing. Whether it's music, movies, books and other content producing industries are so.
But the gap seems to be "twisted position", know their "values", so many years building a community atmosphere let know the user has its own personality and tonality. This knowledge, highly educated and like Wow and smart people who are kind of cool, and micro-blogging, micro-credit, QQ, paste it and act on logic is not the same as on other platforms.
Knowing there was a problem: often know what illusion?
Has a answers is so said of: domestic 985, and 211 University graduated, study Hou in abroad or North wide settled; years into million, love play camera, and headphones, wear excellent clothing library; usually maximum hobby is reading and fitness, do have hand good dish, especially use oven; weekend will fly to another city, run a full horse then back......
Although this answer is a bit exaggerated, but also that this is a generally high-quality community, here are some experiments, soils expand and grow.
This time know Live is such an experiment. Everyone paid, when paid content hard exploration of knowledge, so that a relatively high level of community, in fact, is the best equipped and most successful attempts to place.
From the value of April Fool's day attempt, as well as the latest release Live, are making content connections. Who knows now has content-sharing, user base, which has been formed cycling content ecology. Precipitation after many years, when it comes to evolution.
Know two product of the year level of evolution, or at least I see know the values of responsibility and initiative. Of course, know this is for your own commercial build greater imagination. Because to charge users an opportunity to ensure that the community atmosphere, there will be more people will be more professional content feedback community, and get more opportunities.
We have already seen some platforms taken flow into ways to help content producers earn. It was a nice try, but in the author's concept, money hit logic can only go for a while, can't go. So I see that part of the platform in the past began to boom, now also went into decline. Even when more and more users, content producers benefit is being diluted. Or rather, there are platforms for knowledge possessed by the bad path, the noisy end up as entertainment.
Know in the course of this exploration can be said is a relatively late start, but it also reflects the caution of know. In fact, look back knowing the choice again today, you will find that it avoids the previous errors, out of a unique path.
This "Utopia" experiment, also only know to do. Heavy users of the author as a know, from looking at the personal level, is the belief that knowing the experiments can be successful. However, the author from a rational point of view, there is still a trace of worry. Know the "twisted position" will once again challenge environment, know how far, also needs to be seen.
Frankly, the price cannot be measured using flow of knowledge content, I believe its true market value. Know that this year's Live is the price tag for the value and ideas. I really like "values" these two words, because behind this interpretation and translation is "worth it" actually Live there sense, too, for those who thirst for knowledge, this is worth it, and distributors can get a return, so why not?
Author: deep several times, micro-signals: 852405518, micro letter public, "deep"
知乎的“乌托邦”之梦：“扭曲立场”能否让知识变现 - 知乎,知乎LIVE - IT资讯
最近知乎搞了两个大新闻，而这两个事件基本都是在产品层面的探索。第一是在愚人节上线了付费阅读产品“值乎”，第二是在五月份知乎盐Club活动宣布推出实时问答产品“知乎Live”。
两个事件和产品结合在一起来看，颇有意思。因为中国付费阅读氛围不浓，在这种环境内，知乎这样一个高质量的知识社区想来打破这一定律，确实体现了几分高傲的“倔强”。也能给人几分期待——知乎作为积聚了最多精英人群的社区，一直都存在着“扭曲力场”，这里有着独特的价值观和坚守，希望能够“站着”知识变现，这是是离知识变现最近的“乌托邦”。
从产品架构看知乎Live的逻辑
对笔者来说，最关注的应该是知乎Live。因为这样一个“社区+社群”的模式，更加容易营造出知识讨论的氛围。
知乎Live的产品架构是非常有意思的。答主可以创建一个Live，它会出现在关注者的信息流中。用户点击并支付票价（由答主设定，一般是9.9元–499元不等）后，就能进入到沟通群内，答主和其他用户便在群内开始问答沟通。
值乎的落脚点在于“值不值”，而知乎Live的落脚点在于社群氛围和讨论模式，更加注重用户的参与感。事实上，这与知乎各个题目之下，展开充分讨论的社区氛围是一脉相承的。
以李开复在知乎Live就创业话题进行了答疑分享为例。定价499元的200张门票刚开放便一售而空，当日收益10万元。很多网友入群不是为了娱乐，而是真正为了能够与创业导师李开复展开深入的交流沟通，以此提升自己的认识水准及眼光视野。
在这样一个产品架构之中，一方面分享者可以通过传授知识、经验获得一定的收益，另一方面，愿意付费的用户也会有机会充分参与讨论。且不谈知乎早就是自发研究讨论的氛围，付费入群这种模式也能通过一个小小的门槛，让内部的知识氛围得到更好的维护。
当然，知乎Live最核心的意义其实还是在于能够真正让知识分享者能够通过自身的专业素养，带来一定的收益。今天网红直播如此喧嚣，不少网红通过简单的唱唱跳跳都可以日赚数十万，那些知识分享者更应该得到尊重。知乎正是通过自身的社区氛围以及专业保障，以此为知识分享者创造这样的机会。
产品激进大胆背后的内在驱动力
知乎在今年尝试了值乎和知乎live，这说明知乎的产品形态正在逐渐丰富。事实上，过去几年，知乎在产品形态上的变化其实不大，更多还是基于问题展开讨论。但是今天，在产品层面的变化，比过去几年要来的更加激进和大胆。
透过现象去看本质的话。这是移动端知识交流产品进化的必然要求，也是知乎内在商业驱动力的必然结果。用知乎创始人周源的话来说，近一年以来，移动端用户对于知识交流有着全新的场景化需求，是时候做出改变，为用户提供更为丰富的知识交流工具。
从这两年来的相关案例可以看到，有关系统化知识分享的社群越来越多。比如说钛媒体的“钛坦白”公开课、插座学院的插座公开课都是通过微信群的方式来展开分享。但不得不说的是，通过微信群来展开这样的讨论有时还是会面临各种限制，比如说群内讨论氛围不浓，大部分人都是在潜水围观甚至对内容毫无关心，部分分享者也会存在驱动力不足的问题。
这种基于微信群的产品改造不是不能做，而是牵一发而动全身，对微信这样的超级APP来说，专为公开课改造微信群有些“杀鸡用牛刀”的味道。但这种事情由知乎这样的知识社区来做，确实显得调性吻合。
另外一个角度来看，这也让知乎内容内部形成了良好的生态和层级。对知乎而言，知乎问答、专栏、live三个层级让“知识”有了不同的分享形式，显得逻辑性也更强。
比如说一个专业领域的分享者，他可以通过答题的方式积累粉丝，可以通过专栏的形式输出观点，当面对受众的讨论需求时，他还可以开通Live，通过收费的方式让自己在讨论答疑的过程中获得一小笔收入。虽然其中形式各异，但每一个层级的存在，都让专业领域的专业知识在其中得到了凸显。
这种突出专业知识的产品层级的思路也在让知乎的专业性得到凸显，产品逻辑上的搭设，也使得知乎在商业化路径上有更大的想象空间。
知乎的“扭曲立场”能否让知识变现
知乎Live能不能让知识真正变现，这个很难回答，因为笔者也无法确认。毕竟在目前的大环境之中，付费获取内容，是相对困难的一件事情。无论是音乐、电影、书籍等各个内容生产行业都是如此。
但是知乎是有“扭曲立场”的，知乎有自己的“价值观”，这么多年构建下来的社区氛围让知乎用户有自己的性格、调性。这帮有知识、高学历且喜欢抖机灵还有几分高冷的人，和微博、微信、QQ、贴吧以及其它平台上的人行事逻辑是不一样的。
知乎上曾经有这样一个问题：经常上知乎会带来什么错觉？
有一个答案是这么说的：国内985、211大学毕业，留学后在国外或北上广定居；年入百万，爱玩相机、耳机，穿优衣库；平时最大爱好是读书和健身，做得一手好菜，尤其善用烤箱；周末会飞去另一个城市，跑一个全马然后回来……
虽然说这个答案有些夸张，但是却是也说明了这是一个普遍高素质的社区，在这里，有一些实验，有土壤供其展开、生长。
这一次知乎Live其实就是这样的实验。在所有人都在艰难探索知识付费、内容付费的时候，这样一个相对层级较高的社区，其实是最有条件也最容易成功尝试的地方。
从愚人节的值乎尝试，以及最新发布Live，都是在做内容连接。知乎现在有内容分享者，也有用户基础，其中已经形成循环的内容生态。沉淀多年以后，也应该到了进化的时候。
今年以来知乎的两大产品层面的进化，至少让笔者看到了知乎的价值观和进取心。当然，知乎此举也是在为自己的商业化构建更大的想象空间。因为给用户收费的机会可以保证社区氛围，也将会有更多人将以更专业的内容反哺社区，并获得更多机会。
我们其实早已经看到了一些平台在采取流量分成的方式来帮助内容生产者获取收益。这固然是一种不错的尝试，但是在笔者的概念之中，用钱砸内容的逻辑只能走一时，不能走一世。所以笔者也看到，部分平台在走过开始的繁荣之后，现在也在走入衰落。甚至在用户越来越多的时候，内容生产者所获得的收益也在不断被摊薄。或者说，还有一些平台因为知识变现的路径不对而走火入魔，最终沦为娱乐化的喧嚣。
知乎在这样的探索过程中可以说起步是相对较晚的，但是这也体现了知乎的谨慎。事实上，今天再回过头来看知乎的选择，你会发现，它规避了前人的误区，走出了一条独一无二的道路。
这种“乌托邦”的实验，也只能在知乎上才能做的了。笔者作为一个知乎的重度用户，从个人感情的层面上来看，是相信知乎的实验可以成功的。但是，笔者从理性的角度来看，还是有一丝丝的隐忧。知乎的“扭曲立场”能否再一次挑战大环境，知乎能走多远，还需要拭目以待。
坦白来说，知识内容的标价不能用流量来衡量，笔者更相信其真实的市场价值。知乎今年的Live和值乎都用的是这种标价的思路。笔者很喜欢“值乎”这两个字，因为这背后的解读和翻译是“值不值得”，其实Live的存在意义也是如此，对于渴望知识的人，这自然是值得的，而分享者也可以因此获得一笔回报，何乐而不为呢？
作者：深几度，微信号：852405518，微信公众号“深几度”