In March 2022, we have just completed three years of business. When I started my business in 2019, I caught up with the short video track and accumulated more than 40 million short video fans on several platforms.
Because of the double reduction in k12, last year, it has been transformed into a pan-knowledge paid track.
During this time, we have been Buy email list relatively sensitive to traffic in the k12 industry:
In 2017, he invented the task treasure book delivery model;
Started making short videos in 2019, catching up with the dividends of Kuaishou education.
Last year, it also caught up with the natural flow of Douyin.
Looking back on the past few years, I will talk about some of the accumulated experience and some pits encountered. There are still thousands of lessons.
The following sharing is mainly divided into four parts: traffic, content, live broadcast, and IP.
1. About IP
1. IP is the operating unit of the future content company. What is an operating unit can be understood as offline stores.
2. IP translated from English means intellectual property rights, and property rights also mean the formation of certain assets. The core of IP is consensus assets.
IP = Consensus + Consensus + Assets
"Total" refers to traffic in a specific circle, "knowledge" refers to high recognition, and "asset" refers to products that can be realized.
The core of "common" is: the size of the traffic and whether it crosses the circle. For example, Luo Yonghao has crossed the technology circle, Internet circle, education circle, etc., and penetrated in many fields.
The core of "knowledge" is: character recognition, which can also be understood as a label. The more tags, or the more unique, the more people will remember them. To take an extreme example, a maverick pig (Pig Strong) may be easier to remember than a mediocre person's name.
3. In some areas, IP is difficult to do. The core is not that the track is not good, but that some consensus labels have been occupied in advance .
For example, if I mention commercial IP now, how many can you come up with? If there are more than 5, it basically means the Red Sea.
4. What if it is discovered that it is the Red Sea? One is to switch channels, or to say "it's better to be different than better".
From another point of view, if you don't have celebrities on this track, you must be famous as soon as possible.