This change is not small, and it has also attracted a lot of discussion and even criticism.
As a pioneer in the field of content entrepreneurship, Luo Zhenyu has explored a way for this industry. Compared with other similar programs, Luo Jisi's original video program is nothing special, more like a lecture on knowledge sharing. Only later, with keen insight and in-depth observation on the Internet, Luo Zhenyu launched the "Get" APP, which was both inevitable and accidental.
It is inevitable because content entrepreneurship comes to the end, and payment is the only way. Otherwise, passive, it is difficult to make a fortune by advertising. Only by gathering a large number of users and forming a huge community, most users in the community are quite sticky, and further stimulating users' willingness to pay can they survive well.
Coincidentally, most of the knowledge-based content did not form a product at that time. Usually just a person sitting in front of the camera, explaining a topic, almost no interaction with users. It's a centralized mode of communication, taking the number of traffic routes, not the number of products. The "getting" APP benefited from the long-term traffic import of Luo Ji's thinking video program and Luo Ji's thinking WeChat official account, and gathered a considerable number of users in a short time. With this premise, knowledge content can be successfully productized and services can be done. It was really remarkable that Luo Zhenyu was able to launch such a product at that time.
In fact, it is only a matter of time before Luo Ji's thinking video program stops broadcasting. As early as last year, after the paid column "Xiang Li Commercial Internal Reference" went online, I asserted that the positioning of Luo Ji's thinking video program would be awkward. Later, I went to Luo Zhenyu for maternity leave, missed eight programs, and invited some big coffees instead, that is, to test the water first and see how the users responded. Later, there are more and more columns, and the places that need to be maintained and the energy that needs to be spent on "acquisition" are also growing. The significance of the existence of Luo Ji thinking video program is not great, and even the name of Luo Ji thinking is a bit embarrassing, because users have anchored Luo Ji thinking on Luo Zhenyu, and personalized labeling has advantages and disadvantages. The key is how to use it.
Judging from Luo Pang's hesitation before, he still attached great importance to Luo Ji's thinking video program. I think the real reason should not be traffic. After all, there are more than 5 million users and many paying users. The real reason is that he cannot let go of his influence.
Full-platform video playback brings not only traffic, but also brand sense. I still remember when I was drunk and went to prison, my career was at a low point. Through the talk show Xiao Shuo on Youku, in just a few months, his reputation and influence have been improved, which is more effective than any public relations.
What's the impact? For example, we basically order food every day when we are hungry, but we have no impression of the founder Zhang. Zhang has no influence on himself. The only thing users care about is whether they can order food in time and efficiently. This is the logic of making products. Everyone stands behind the product, constantly optimizing and polishing, and finally making a product to the extreme. As for the man behind the product, he is lucky, such as Jobs Zhang Xiaolong, who is well known by the public and regarded as a master.
As a once influential person, it is really not easy to make a decision to give up, especially this knowledge-based product. Because of its personification, after many years, people may remember Xiang Li and Li Xiaolai, but gradually forget Luo Zhenyu.
However, if this step can be achieved, it will be a success. The volume of "getting the APP" is not small. As a vertical product, more than 5 million users have seen the whole content industry and are already giants. Only at the beginning of the rise of an industry, the competition is always fierce. At that time, the hundred regiments of group buying websites and the killing of thousands of software in the live broadcast industry all showed the fierce competition. Now, whether it's Himalayan or Zhihu, the technology 36Kr vertical media, or the official WeChat account,
In the face of this situation, "get" dare not slack off. In addition to further improving products and services, how to maintain vitality and user stickiness for a long time and ensure that paying users get what they expect is a problem that needs serious consideration. The real test of "acquisition" is the user renewal fee after the subscription period of these paid columns expires. It's like a big exam. If a considerable number of users can continue to write columns, the prospects are bright, and "getting" will become the benchmark of the industry.
At the beginning of Luo Ji's thinking video program, there was a slogan called "Help you read". With the program time getting longer and longer, each program becomes heavier and heavier, which is more like a paper structure (throwing the topic-giving an observation perspective-giving an example of the argumentation process-sublimating the conclusion-giving your own point of view). If every program does this, there are bound to be many unspeakable topics, because some ideas are produced in a snap, and it may be clear in a few sentences, so there is no need to make a long speech.
The online attacks on Luo Ji's thinking mainly lie in unprofessionalism, second-hand knowledge dealers, nonsense and so on. The root cause is that Luo Ji thought is too heavy and rigorous, which leads to harsh evaluation criteria. If you talk about your subjective feelings like Xiao Song's fantastic talk, the purpose is to move users rather than convince them, the effect will naturally be much better.
Luo Zhenyu's transformation, to some extent, is also a process from heavy to light, changing the heavy content into light spirit again, further strengthening the personalized attribute, and completing the transformation from Luo Ji's thinking to Luo Pang.
Luo Zhenyu is good at product packaging. Columnists on "Get" were not known to the public before, and they were all big coffees in various segments. Luo Zhenyu conceptualized and productized them, giving them a sense of meaning and value, thus becoming a golden signboard to attract users. The core of the content industry lies in people, and giving people charm and value is what Luo Zhenyu is best at.
Anyway, Luo Zhenyu's turn was timely and light. Only by iterating again and again and constantly changing ourselves according to the present situation can we lead to a broader world and expect to "get" better and provide better services.