From the perspective of Luo Ji’s thinking and attainment, is Luo Zhenyu’s “Lifelong Learning” “chicken soup”?

Luo Zhenyu recently launched a new book called "Lifelong Learning", but the rating of this work on Douban is very low, only one star. Many users are not complimentary of the content in it, thinking that most of it is It talks about concepts, piles of chicken soup, and has no readability. In Toutiao’s Wukong Q&A, the question of why this book has such a low rating on Douban has become a hot topic. As a result, some people began to denigrate the paid knowledge industry, and they also criticized getting this product. So, what is the quality of this book? Is the resulting questioning of the paid-for-knowledge industry reasonable? How will Luo Zhenyu, who has always been sharp-tongued, respond?

From the initial Luo Ji Thinking to the later Get App, Luo Zhenyu kicked off the paid knowledge content, and Get is a product of Luo Zhenyu’s “masterpiece”. A few days ago, Get was still celebrating that the number of subscribers to Xue Zhaofeng's Get column exceeded 200,000. You know, a subscriber needs to pay 199 yuan, and the payment amount for these 200,000 users alone is nearly 40 million. Even if the profits are distributed with the platform, the income received by the author can be regarded as a huge sum of money. If you want to enter and open a column, you must go through strict review and the threshold is very high. The platform must ensure that the content output by the author is of high quality. It is precisely because Get’s review of content is almost strict, even to the extreme, that makes Get become the most successful paid knowledge platform to date.

Luo Ji Thinking = Luo Zhenyu ≠ Get

Luo Zhenyu is the founder of Luo Ji Thinking, and he is the person who stands for Luo Ji Thinking. "Knock yourself out and please others" was the slogan put forward by Luo Zhenyu at that time, which was also the direction of his positioning. The video program "Luo Ji Thinking" he launched was played on major video platforms such as Youku. His sharp language and unique style quickly accumulated a lot of popularity. and fans. Later, Luo Pang started selling books, selling souvenirs, etc., and he began to explore the monetization of traffic early on. Therefore, it can be said that Luo Zhenyu alone supports Luo Ji’s thinking, and Luo Zhenyu is Luo Ji’s thinking. To put it bluntly, one person’s influence is so great that it weakens the brand. We can see Luo Zhenyu's arrogance. The eloquent "Pang Luo" can always depict a different world view and story for you in the video.

After "breaking up" with Shen Yin, Luo Zhenyu launched Get App in December 2015. This time he was the founder. From the perspective of the operation model, although Luo Zhenyu also opened a column on the platform, he is not the protagonist. The big names invited by Luo Zhenyu to open the column are the ones who get the core content value of the App. The author did a rough count, and adding in the 13 people who have completed the content planning for the first season and the 18 new people who joined this year, there are 31 big names, with more than one million subscribers. In Get App, there are also various books, high-quality courses, and physical products derived from it. It is very literary and artistic, and its positioning is very clear. As Luo Zhenyu’s new book says - the purpose of Get App is to become your lifelong learning. assistant.

If Luo Ji’s thinking in the past was Luo Zhenyu’s solo effort, then getting it is a completely new business operation model. Luo Zhenyu has also gone from charging into the background to selecting collaborators, Strictly controlling content quality will play a more important role. To put it more vividly, it is equivalent to the role played by a company's "product manager", but it is actually stronger than this job description. Therefore, Luo Zhenyu at this time does not mean that he has obtained this relatively mature product.

After we have reached such a consensus, let’s go back to the topic. Douban gave the book "Lifelong Learning" a very low score. At most, it means that the content of Luo Zhenyu’s book is not good enough. Strong and not very readable, it does not mean that there is a problem with getting this product, nor does it involve the entire industry of paid knowledge. From the perspective of a bystander, the remarks that denigrate the industry are obviously maliciously guided by those with ulterior motives. Being used as a gun by others.

The contradiction of modern "anti-chicken soup"

In ancient times, "study hard" was for the sake of getting a spot on the gold medal list, but now "study hard" is for finding a good job, paid content Its positioning is to help people learn knowledge better, and this content is either interesting and informative, enriching users’ lives, or it has a guiding role in users’ career planning, and can indirectly enhance users’ competitiveness in the workplace, which is what we often Talk about "soft power".

One of the important reasons why Luo Zhenyu’s new work is rated very low by Douban is that it contains more conceptual content and chicken soup jokes. In fact, in Luo Zhenyu's eyes, these chicken soups may not be chicken soup, but his feelings about life. It is just because different people have different understandings of the same words that they have different understandings of the same words. The anti-Chicken Soup movement has become very contradictory. Is it an anti-Chicken Soup text, or is it an anti-Chicken Soup experience? Perhaps, no one can tell clearly.

As Ma Dong has always mentioned in "Qi Pa Shuo", his personal and overall tone of Qi Pa Shuo is anti-chicken soup. However, when you read Qi Pa Shuo, you will inevitably feel that a lot of it is chicken soup. As an insider, Ma Dong can't see through it, let alone us spectators?

There is really no substantive content in Luo Zhenyu's "Lifelong Learning", just chicken soup? Definitely not. It must contain Luo Zhenyu’s thoughts on lifelong learning, and the process and results of this thinking are recorded in detail in this book. Of course, it is a bit boring, so it is considered to be chicken soup. arts. And if you change the title to "How to acquire knowledge?" Will you subconsciously regard this book as a technical tutorial?

From the perspective of Luo Zhenyu’s transformation, how to improve the market value of the paid knowledge industry?

It took three years from Luoji Siwei to getting the App. It only took less than half a year from getting the App to the popularity of Fenda. Later, media platforms, short video platforms, and live broadcast platforms successively made efforts. The content market is undergoing an unprecedented transformation, and the speed is getting faster and faster. Under this great wave, what is changing is the human heart, and it is the transformation of the market that is determined by the contradictory relationship between people's needs for a better life and unbalanced and insufficient development.

In fact, the biggest problem in the paid knowledge industry is how to guide users to develop the habit of paying, which involves many issues such as product content, user demand, and product positioning. There will not be a second App on the market, but there will be more innovative products to expand the market and enhance the value of the industry.

1. Transition from traffic war to content war

If the early Internet was a traffic war, then the current Internet is definitely a competition for product content. Which platform can have If a good product can produce continuous high-quality content, the value of the platform will be higher and the chance of success will be greater. With success, Luo Zhenyu became the first person to try something new, but you will not forget the accumulation he made during the three years of running Luo Ji Thinking.

The core of the paid knowledge platform is knowledge, and payment is only a means and a way for the platform to make money. What supports this system is platform traffic, but if the traffic cannot be successfully converted into commercial value, no amount of traffic will help. Good content is the best entry point for monetization, as long as you have the means to operate it. In the future, good content creators will become more and more "expensive", and the role of the platform will gradually change from tool performance to service performance.

2. The combination of innovative models and new technologies

In fact, from self-media to short videos, to live broadcasts, and paid Q&A, they all belong to the content industry, but the methods of monetization are different. In addition to innovative models, what drives the development of the industry is innovative technology. Under the background of the development of artificial intelligence and big data, new paid knowledge platforms will also be born. Facing the increasingly large amount of information on the Internet, their search processing speed will become faster and faster, thus providing users with more choices. The way we receive knowledge will also change from passive to fragmented, and even check immediately, which can fully meet our needs.

The author believes that the paid knowledge industry also has strong demand for monetization, regardless of whether Luo Zhenyu's "Lifelong Learning" is chicken soup or whether the quality is low. As long as this book is available, it means that Luo Zhenyu has been in this period of time. Not being lazy. When we open the app, we can see that the theme of the new version is "lifelong learning". There is no chicken soup here, only learning.