In the past year, knowledge payment became the new darling of the market. Knowledge IP in various fields began to rise. More and more courses appeared in the user's shopping list. So, in the existing market, what kind of choices do intellectual IPs have? Knowledge IP Market One, sell your expensive content Liu Run published an article when his own column "5 Minutes Commercial Institute" sold 100,000 copies. He mentioned one point of view: Knowledge payment is to sell expensive knowledge to users. As he said, in the field of knowledge IP, those who seem expensive are hung with 99 yuan or 199 yuan, and they can get a good sales volume. Qi Hao said that the debating players have jointly created "Talking Well," with sales exceeding 40 million yuan. The “Financial Lessons” of Professor Chen Zhiwu, who would have had an opportunity to be admitted to Yale University before, was only 199 yuan after the completion of the online course, and the sales amount reached 20 million. Professor Xue Zhaofeng, also of Peking University, is also a university student. His own online "Economics Class" sold 40 million. Whether it is a celebrity aura or a tall endorse, this type of knowledge payment essentially restructures an originally high-priced product and then delivers it to the user through a new presentation method and a relatively low price. Second, the most demanding career and personal growth As can be seen from the data, the contents of the workplace and personal growth categories are most welcomed by users, perhaps these two sections can solve the biggest anxiety in the user's mind. In the field of the workplace, Ninth World launched the workplace course of Liu Huiyi, Senior Vice President of Jumei Youpin, priced at 99.9 yuan, with a sales volume of over 83,000, that is, sales of more than 8 million. According to the data of the new knowledge, the “work promotion class” of the Mimeng team It has reached 9 million in sales. Zhang Mengmeng's Life Efficiency Manual has sales of more than 5 million. Before the era of knowledge payment, these contents may all appear in the form of a book priced at tens of yuan. In the growth field, the Mego team was far ahead. His “Speak Well” projected sales of 46.18 million, “Primary School” estimated sales of 9.99 million, and “Tsai Kangyong's 201 EQ class” estimated sales of 30.72 million. In addition, there are many teams whose courses are worth millions of sales. Analysis of Business Model of Knowledge IP Various intellectual IPs are exploring their own business models. Some leaders who have already established a foundation in the established fields have built their own IP and integrated them with corporate businesses. They have achieved outstanding results, and built up through the image of knowledge IP. Business development. 1. The omni-channel development of the knowledge industry: the integration of virtual electricity providers and physical e-commerce industry The intellectual IP has been developed to the extreme. It can be achieved by combining educational e-commerce and physical e-commerce to achieve a situation of 'Left-hand selling, right-hand selling'. Taking Zhang Mengmeng as an example, her virtual industries include Life Efficiency Handbook and Life Management Course on the Himalayas, Fan Deng Reading Club's Self-Management of High-Performance Life, and offline Personal Branding. "Social Capital", "Self-Management" and other private lessons, plus some live lessons in the community and cooperation with the Fan Deng book club and other platforms. On this basis, 'Meng sister' IP continues to force the field of e-commerce, through Wenchuang E-commerce, beauty e-commerce, coffee e-commerce and consumer goods business, to recommend and sell good things to users. On the e-commerce side, the "Winbook · Efficacy Handbook" is a popular product. After learning the course "Life Efficiency Manual", trainees often have the need to purchase a handbook to satisfy the e-commerce channel provided by Zhang Meng Meng's IP. 
E-commerce operations is far from simply open a shop, but need to get head resources and traffic through the platform. Zhang Meng Meng sister IP architecture is to get through the microblogging, has been broadcast and Taobao channel through microblogging and has been broadcast out the graphic And live video, introducing products, and then use Taobao as the final step in the transformation.In 2017 double 11, Meng sister live room to watch the number of more than 40 million, double twelve to nearly 50 million, reaching the education electricity supplier On behalf of the virtual electricity supplier, and the perfect combination of physical electricity supplier new milestone. The core of the business model of Zhang Mengmeng’s IP lies in the team support of the entire industry chain. In this architecture, teams in different fields specialized in courses, e-commerce, channels, traffic, operations, and brokerage are required to build together. At the same time, as the IP himself Zhang Meng also needs a very comprehensive ability circle, including speech, writing, live broadcasting, lectures, business model design and team operations - knowledge and action. The knowledge of oneness means that the IP person said must be done, including daily 4 Get up early, arrange work life and more efficiently. In the future there will be more knowledge IP starting from the virtual electricity supplier, get through the physical electricity supplier, in this way to replace the existing network red group. Most of the network started with physical electricity supplier, but because they do not have the knowledge of IP accumulation, it is It is difficult to cross into the virtual electricity supplier, so it will be a period of recession. 2. knowledge of online and offline payment development If the combination of virtual and physical e-commerce is a pattern that requires teamwork, then there are many individual IPs that generate most of the revenue by paying for knowledge. There are three main ways of paying for knowledge, namely online courses, offline training, and peer-to-peer consulting. 
Take the example of the two teachers who got the platform. They released their online annual columns and they also have matching businesses for user experience. For example, Wu Zhihong, besides selling 150,000 "Psychology Classes", she also runs psychological counseling services. The online sales and influence of the curriculum can bring more consulting users, and consulting services can Provide more in-depth help than the text column. Similarly, when the classical teacher was doing a “super-individual” column with a unit price of 199 yuan, his new elite career company is also continuing to open the line, a three-day career planning basis. Class' pricing is 4980 yuan. Well-known knowledge IP Uncle Akiba, set up an online course matrix in the NetEase cloud classroom, teaching content such as PPT, EXCEl, WORD and other office software, as well as workplace skills, ways of thinking and other soft power. Online, Akiaki created a private lesson Through the IP Knowledge Base, it has absorbed numerous IPs that are willing to pay 10,000 yuan tuition to study new media, publishing and other topics. Li Haifeng, who received a large number of paid students through offline DISC dual-certificate classes, has also launched a human relations course in the ten-point class. How to get good karma through online audio and video teaching staff. Successful IP will inevitably exert force in more than one area, either a combination of online classes and offline classes, or a combination of consulting to meet the different needs of users. To achieve this, IP must have teaching, training, and consulting. Such capabilities, single-capacity model can not control the combination mode. As more and more IPs enter the market, this combination will be a battlefield for contending. 3. Alliance of Intellectual IP Industry After reading the various development models of IP, let's take a look at the IP team alliance gameplay. Star brokerage model IPs can improve their influence by teaming up with each other. Taking Maduo's rice cracker team as an example, the famous debaters Ma Weiwei, Qiu Chen, Huang Zhizhong, Hu Jixuan, Zhou Xuanyi and others from Qiqi Shuo made up a small team to send out the lessons together. The Mi Guo team has been on the line in the Himalayas to “talk well”. For the paid classes such as “Primary School Question” and “Tsai Kang-yung's EQ class”, the instructors were all from this team. Among them, “Sell Well” had sales of more than 40 million. This multi-IP collaboration model is similar to the Korean celebrity development program. One-time support for multiple stars can reduce the risk while also gathering the influence of all participants. MCN mode The full name of the MCN is the Multi-Channel Network, which means linking high-quality candidates, shaping through the power of the platform, nurturing and building knowledge IP in a new era. Because of the growth of knowledge IP, the cultivation of intellectual IP industry is in the ascendant. Lide’s leadership has taken the lead in launching the Life Efficiency Partner Program in June 2017. Currently, 43 knowledge IPs have been signed covering various fields such as workplace, health, parent-child, body and soul, etc. In 2018, it is expected to sign up to 150 people. Through the communication education, knowledge IP industry structure, social capital operation, speech ability enhancement, shape shaping and other curriculum guidance, Internet performance improvement plan and platform flow support to help IP growth, traffic sources include the Global Youth Conference. , Global Women Leaders Conference, etc. Thousands Summit, TV media, Wikipedia, Weibo, a live broadcast, Taobao, APP off site, WeChat community and other platforms. 
It is reported that through the creation of personal IP, the individual IP creation plan that has triggered the whole ecological development of the enterprise has been launched. Whether star brokerage mode or MCN mode, this gameplay has certain thresholds for the platform, including resource advantages, matrix operations, traffic distribution, etc. This model often requires a strong leader to pool resources and attract IP. After 2018, it will be more and more difficult to go it alone. More IP will participate in the market through this matrix model, and these platforms will become the blood supply for the future intellectual IP market. In general, the market is releasing opportunities. The most ideal way for knowledge IPs is to find allies to enter together to achieve mutual benefit.
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