张雷_9204
2022-12-03
继续努力,看好知乎
亏损收窄,营收双位数增长,“好内容”帮知乎穿越周期
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11:00","market":"hk","language":"zh","title":"亏损收窄,营收双位数增长,“好内容”帮知乎穿越周期","url":"https://stock-news.laohu8.com/highlight/detail?id=2288962913","media":"深响","summary":"11月30日,知乎发布2022年第三季度未经审计的财务报告。财报中,知乎的主要财务指标超越市场一致性预期,营收保持双位数增长,亏损加速收窄,双增长曲线带来的收入结构愈加稳固。首先,知乎在本季度不仅保持双位数增长,而且实现大幅度减亏。财报显示,该业务在三季度营收7800万元,同比增长457.5%,在总营收占比提升至8.6%。同时,职业教育付费用户规模同比增长300%。","content":"<html><body><div><p><img src=\"https://static.tigerbbs.com/9fbe3bf0ac50404e8cc963adf9764a0d\"/></p><p><img src=\"https://static.tigerbbs.com/08f277d8093c449699bad5caf0689eba\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>©️深响原创 · </span><span>作者|何文</span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">当“内容”成为“行业”,它始终要面对内容质量和商业化变现之间的矛盾。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">纵观国内的内容行业发展历程,优秀的内容平台数不胜数,但发展坎坷的不在少数。有平台很注重内容质量和用户体验,不敢贸然在平台内进行商业化,最终因为资金链断裂而倒下;有的平台为了活得更健康,探索了各种商业化变现模式,却牺牲了内容质量和用户体验。一旦用户流失,内容平台就失去了立身之本。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">行业中的固有矛盾,让所有的内容平台都像是走在钢丝上,面临优质内容和商业化变现之间的抉择。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">我们可以“既要”“又要”吗?<a href=\"https://laohu8.com/S/ZH\">知乎</a>带来了一种解法——保持“专业讨论”的定位,强化“生态第一”的战略并发展出以“社区驱动的内容变现”和“职业教育”的增长双引擎。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎的业绩已经印证了这种思路的可行性。11月30日,知乎发布2022年第三季度未经审计的财务报告。财报中,知乎的主要财务指标超越市场一致性预期,营收保持双位数增长,亏损加速收窄,双增长曲线带来的收入结构愈加稳固。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎创始人、CEO周源在近日发出的公开信中表示,“有些钱不赚,才能成为赚钱的好公司”。知乎三季度的业绩和一直以来的发展思路就是这一观点的印证:内容平台可以通过完善自身内容生态来进行商业化变现,因为好的内容本身就是一门好生意。</span></p><p><img src=\"https://static.tigerbbs.com/7cc660c72aff44948223e4f4704c2180\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">成为赚钱的“好公司”</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在行业波动之时,知乎给出了超出预期的业绩。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>首先,知乎在本季度不仅保持双位数增长,而且实现大幅度减亏。</strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">根据财报,知乎在三季度的总营收达到9.12亿元</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">(人民币,下同)</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">,同比增长11%。与此同时,知乎的运营效率进一步提升,毛利率达48.7%,净亏损环比减少39%,低于彭博的亏损预期。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">本季度,知乎的多项用户数据也保持增长和韧性。知乎App用户活跃率连续3个季度持续提升,单用户日均时长达到29分钟,同比环比均有提升。根据财报数据计算,知乎的ARPU达到9.4元,同比增长15.51%,环比增长19%。此外,知乎的用户MAU在本季度依然保持在9700万的高位。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">总的来看,知乎在本季度的增长依然稳健。同时,从各项用户数据指标可看出,知乎之所以能够保持稳健增长,是因为用户粘性不断提高。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">对于内容平台,维持并提高用户粘性的核心就是完善内容生态,而知乎的营收结构正体现出这一点。</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>拆解财报,我们可以看到知乎当下已经形成了基于“内容生态”的两条的明确的增长曲线。</strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">其一,是社区驱动的内容变现</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">(含付费会员、广告、商业内容解决方案)</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">。其二,是职业教育培训。</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在社区驱动的内容变现板块,最值得关注的是知乎的“增长引擎”付费会员收入。付费会员业务在三季度贡献收入3.35亿元,同比增长88.1%,占比达到36.8%,收入和占比都创下新高。本季度,知乎月均付费会员数达到1090万,同比增长99.5%,付费会员数在MAU中的渗透率达11.2%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">同时,虽然行业波动影响了知乎的广告和商业内容解决方案等来自B端的收入,但知乎在IT、3C、汽车等更长消费决策周期的优势品类中,依然保持正向增长。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎的职业教育培训收入更是增长迅速。财报显示,该业务在三季度营收7800万元,同比增长457.5%,在总营收占比提升至8.6%。同时,职业教育付费用户规模同比增长300%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在行业波动的大环境下,知乎的双增长曲线和来自B、C两端的收入,让知乎拥有更大的发展韧性和抗压能力。在这背后,知乎完善“内容生态”的思路,是外界理解其增长的关键。</span></p><p><img src=\"https://static.tigerbbs.com/538208318daa4de4a1cca2d8ff09b1f3\"/></p><p><img src=\"https://static.tigerbbs.com/1c647d585c66475b9e15e493fa238dad\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">生态第一</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在内容行业中,常见的商业化变现方式主要包括电商、广告等。但是,内容平台在通过这些方式进行商业化时,常会顾此失彼。比如,广告、卖货内容太多,影响了用户体验;再比如,平台过于重视变现,却忽视了内容质量。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">于内容平台而言,“向外看”的变现方式虽然可以收获不错的效果,但会遇到各种各样的难题。因此,知乎把“向内看”放在更重要的位置,</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>将“生态第一”作为核心战略,不断强化内容生态。</strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">首先,知乎从创立初始至今都以“专业讨论”为社区文化的核心,并强调用户的“获得感”。三季度,知乎在强化“专业讨论”定位方面依然有大动作,即连续推出三大计划,提升创作者创作收益,强化对创作者的激励。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">目前,面向所有的创作者,知乎已经布局了一个比较完善的创作者收益体系,主要包括致知计划、芝士平台、盐选会员三部分。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在此基础上,</span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎在今年重点鼓励创作者在垂直专业领域进行更深入的挖掘,</span></strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">比如在今年重启“致知计划”,投入近1亿元的初始基金,对持续在垂直领域深耕、进行知识普惠的创作者提供商业变现之外的资金奖励;“灯塔计划”同样,面向科学、人文和社区精神领域的优质内容创作者,设立“殿堂级”荣誉激励金,全网只遴选10个优质创作者或团队,提供单项最高100万元现金资助以及知乎长期全方位创作支持。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">原本,知乎社区的问答形式就有助于深度内容的呈现,它也因此成为中文互联网中为数不多的专业内容平台。但近期的一系列创作者支持计划则体现出,知乎还想在“专业讨论”方面走的更深,成为用户更加不可替代的讨论、阅读和学习场所。这正是知乎本季度付费会员业务实现增长的关键。</span></p><p><img src=\"https://static.tigerbbs.com/883ebb8de0e54d0fb1364429a2930b81\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“问答”是知乎上线11年来一直在迭代的功能,除此之外,它还在持续探索“讨论”的外延。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">首先,2017年时,知乎的“讨论”已经延伸出了分享场景,并以“想法”功能呈现。今年5月,知乎对原生“想法”功能进行全面升级,不仅以双排流的形式呈现纯文字、图文和视频内容,而且优先级也比以前更高——和“推荐”、“热榜”一同位列知乎首页顶部导航栏。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">升级后的“想法”功能能够丰富用户的内容选择。</span></strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“想法”主要呈现的是“短内容”,它能够与深度、专业的长内容进行有效区隔,让用户既可以进行问答、文章、专栏等长内容深度阅读,也可以在“想法”页面进行短内容互动浏览。</span></p><p><img src=\"https://static.tigerbbs.com/0a14f7313a0c48b489616310f1f3a053\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">图源:知乎APP</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今年,知乎还在发力OGV自制综艺、圆桌直播,探索多元内容形式。</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>这些多元化内容共同的特点在于,基于知乎内容生态,拥有“专业讨论”的基因。</strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">8月,知乎“2022过夏天”暑期活动先后推出三档自制节目,包括高考纪实人物访谈节目《我的高考笑忘书》、首档荒野系青年谈话节目《荒野会谈》,以及职场青年纪实观察节目《我所向往的职业啊》。这三档节目的共性在于,它们呈现的话题与知乎社区中的讨论内容紧密相关,它们引发的“专业讨论”再次从节目中延伸到知乎社区里。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">例如,在《荒野会谈》中,李雪琴曾提出过一个在年轻人之间颇有争议的问题:“人可以完全没有社交吗?”这个问题在知乎社区中引起热议,知乎答主凯文淇分享道,他曾自认为是深度社恐患者、独居独处大侠。但在亲身体验一个人的独处半个月后,他意识到人不能完全没有社交,“我抱着外卖小哥的腿求他不要走,让他陪我唠唠嗑”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">围绕“专业讨论”,知乎还在5月上线了聚焦公众热点事件及话题的“知聊八点半”系列圆桌直播活动,这一活动延续至今。截至11月22日,“知聊八点半”已推出154 场圆桌直播,近350位知乎创作者参与直播。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">可以看出,知乎在已有的“问答”内容之外,还在尝试将内容生态的专业讨论进行视觉呈现。而借助站内沉淀的优质内容和用户基础,这些自制节目能够反哺并延展知乎的内容生态。</span></strong></span></p><p><img src=\"https://static.tigerbbs.com/38d4bddade7d4be78dcc5d6cb1125765\"/></p><p><img src=\"https://static.tigerbbs.com/48dd914d12ad43bf9a48325ed034f090\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">为职业教育提供新增量</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“好内容”本身就能延伸出商业化变现的可能性,而知乎借助“好内容”,还开辟了第二增长曲线。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">随着教育行业转型,从去年到今年,“职业教育”赛道快速从蓝海变成红海,教培机构、科技巨头、创业者纷纷涌入这一赛道。赛道日益拥挤,而早在2019年就开始布局职业教育的知乎,占有一定的先发优势。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">最初,知乎通过联合运营模式进入职业教育赛道。作为平台,知乎提供课程的线上销售转化,教学服务来自第三方教育机构。截至目前,知乎已经上线来自高校、出版社的数百门正版授权课程,囊括人工智能、编程、法考、人文科学、职场办公、乐器、四六级、影视剪辑、视觉设计等多个行业领域。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">自营课程和外部投资则进一步拓展了知乎在职业教育领域的版图。基于知乎社区中丰富的创作生态,知乎开发了多个自营课程,覆盖大学考试类、法考类、职场提升类、内容变现类等。对外投资方面,去年8月,知乎投资财经会计在线培训公司品职教育。同年10月,知乎入股在线留学考试培训机构趴趴英语。今年10月,知乎完成收购职业教育公司掌上园丁,后者旗下产品“一起考教师”专注教师备考服务。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>由此可以看出,知乎布局职业教育赛道的基础,同样是它的“内容生态”,并在此基础上,与外部机构联合,共同为行业提供新的增量。</strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今年,知乎通过上线免费教育课程入口“学习区”,继续扩大职业教育课程在用户侧的影响力。近期,“学习区”陆续上线了来自人工智能教育领导者吴恩达,以及IDEA研究院创院理事长、前微软公司全球执行副总裁沈向洋的多款AI大师免费课程。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎的用户画像主要是高知群体,而职业教育的内容正好能够满足这部分群体的需求。优质丰富的课程+精准的用户群体,让知乎的职业教育收入在今年一直保持着高增速,一季度,该业务收入3954万元,同比增长达到了1196%;二季度,收入达到4612.7万元,同比增长600.5%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">与所有涌入职业教育赛道的参与者一样,知乎看好职业教育的未来。本月,知乎将正式上线知学堂APP。同时,知乎还将推出“知学计划”,通过流量扶持、内容生态建设以及技术支持等手段,与更多教育机构进行合作。周源在公开信中强调,</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>知乎想做的“不止于一个平台”,而是用技术推动教育数字化转型。</strong></span></p><p><img src=\"https://static.tigerbbs.com/b7472bcf40644bcf978a54c8dfbe7f97\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">图源:知乎官网</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎已经上线11年了。其间,知乎不断对自己的商业化变现方式做出调整,但它对“专业讨论”的坚持、以及对“好内容”的重视,始终没有改变。周源认为,11年后的今天,知乎已经开启了“中途”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">对于所有公司,“中途”都是发展中的必须要经过的关键十字路口,而它们在此时面对的相同问题是:什么样的公司才能够选择出正确道路、真正成为经久不衰的好公司?</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">《基业长青》中,作者柯林斯对这一问题的回答是,“如果说经久不衰的伟大公司有什么秘密,那就应该是掌控连贯性和变化性的能力。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">他在书中例举了许多经过时间检验的成功案例,<a href=\"https://laohu8.com/S/MMM\">3M</a>坚持“用创新解决尚未解决的问题”,所以它卖掉了很多无法实现创新的业务;<a href=\"https://laohu8.com/S/HPQ\">惠普</a>曾经创造出很多失败的产品,但它之所以稳健发展至今,是因为它创造了一个“有利于产生伟大产品的环境”;<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>的最伟大之处不是《幻想曲》或《白雪公主》,也不是迪士尼乐园,而是迪士尼公司和让大家快乐的神秘能力。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">如今,行业迎来波动和巨变,于每一家公司而言,此刻正是检验自身能否经久不衰的机会。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" label=\"Copyright © 2014 playhudong All Rights Reserved.\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/e1d711156de345adbf7e338919b24fe9\" width=\"60px\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>原创内容转载开白可</span><span>直接在文后留言</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>与深响主编交流请添加微信:alana_liuyalan</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>商务合作请添加微信:deepecho-biz</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>⚠️添加以上微信</span><strong><span>请备注姓名公司与来意</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/27409b96f6bb4e5badb4b64e6eea5404\"/></p><h1 arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" start=\"\" ui=\"\" yahei=\"\"><br/></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>复盘史上最长“黑五购物节”:变数之下,谁赢谁输?</strong></span></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">羽绒服大战升级:高价进阶、渠道转型、供应链迭代</span></strong></h1><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ca0d3021592d48c79fb1f9eec1a0a27d\"/></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n亏损收窄,营收双位数增长,“好内容”帮知乎穿越周期\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1038713350\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/f5b431abf34240f5bf6064f88f02fa9d);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">深响 </p>\n<p class=\"h-time\">2022-12-02 11:00</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p><img src=\"https://static.tigerbbs.com/9fbe3bf0ac50404e8cc963adf9764a0d\"/></p><p><img src=\"https://static.tigerbbs.com/08f277d8093c449699bad5caf0689eba\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>©️深响原创 · </span><span>作者|何文</span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">当“内容”成为“行业”,它始终要面对内容质量和商业化变现之间的矛盾。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">纵观国内的内容行业发展历程,优秀的内容平台数不胜数,但发展坎坷的不在少数。有平台很注重内容质量和用户体验,不敢贸然在平台内进行商业化,最终因为资金链断裂而倒下;有的平台为了活得更健康,探索了各种商业化变现模式,却牺牲了内容质量和用户体验。一旦用户流失,内容平台就失去了立身之本。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">行业中的固有矛盾,让所有的内容平台都像是走在钢丝上,面临优质内容和商业化变现之间的抉择。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">我们可以“既要”“又要”吗?<a href=\"https://laohu8.com/S/ZH\">知乎</a>带来了一种解法——保持“专业讨论”的定位,强化“生态第一”的战略并发展出以“社区驱动的内容变现”和“职业教育”的增长双引擎。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎的业绩已经印证了这种思路的可行性。11月30日,知乎发布2022年第三季度未经审计的财务报告。财报中,知乎的主要财务指标超越市场一致性预期,营收保持双位数增长,亏损加速收窄,双增长曲线带来的收入结构愈加稳固。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎创始人、CEO周源在近日发出的公开信中表示,“有些钱不赚,才能成为赚钱的好公司”。知乎三季度的业绩和一直以来的发展思路就是这一观点的印证:内容平台可以通过完善自身内容生态来进行商业化变现,因为好的内容本身就是一门好生意。</span></p><p><img src=\"https://static.tigerbbs.com/7cc660c72aff44948223e4f4704c2180\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">成为赚钱的“好公司”</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在行业波动之时,知乎给出了超出预期的业绩。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>首先,知乎在本季度不仅保持双位数增长,而且实现大幅度减亏。</strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">根据财报,知乎在三季度的总营收达到9.12亿元</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">(人民币,下同)</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">,同比增长11%。与此同时,知乎的运营效率进一步提升,毛利率达48.7%,净亏损环比减少39%,低于彭博的亏损预期。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">本季度,知乎的多项用户数据也保持增长和韧性。知乎App用户活跃率连续3个季度持续提升,单用户日均时长达到29分钟,同比环比均有提升。根据财报数据计算,知乎的ARPU达到9.4元,同比增长15.51%,环比增长19%。此外,知乎的用户MAU在本季度依然保持在9700万的高位。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">总的来看,知乎在本季度的增长依然稳健。同时,从各项用户数据指标可看出,知乎之所以能够保持稳健增长,是因为用户粘性不断提高。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">对于内容平台,维持并提高用户粘性的核心就是完善内容生态,而知乎的营收结构正体现出这一点。</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>拆解财报,我们可以看到知乎当下已经形成了基于“内容生态”的两条的明确的增长曲线。</strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">其一,是社区驱动的内容变现</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">(含付费会员、广告、商业内容解决方案)</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">。其二,是职业教育培训。</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在社区驱动的内容变现板块,最值得关注的是知乎的“增长引擎”付费会员收入。付费会员业务在三季度贡献收入3.35亿元,同比增长88.1%,占比达到36.8%,收入和占比都创下新高。本季度,知乎月均付费会员数达到1090万,同比增长99.5%,付费会员数在MAU中的渗透率达11.2%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">同时,虽然行业波动影响了知乎的广告和商业内容解决方案等来自B端的收入,但知乎在IT、3C、汽车等更长消费决策周期的优势品类中,依然保持正向增长。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎的职业教育培训收入更是增长迅速。财报显示,该业务在三季度营收7800万元,同比增长457.5%,在总营收占比提升至8.6%。同时,职业教育付费用户规模同比增长300%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在行业波动的大环境下,知乎的双增长曲线和来自B、C两端的收入,让知乎拥有更大的发展韧性和抗压能力。在这背后,知乎完善“内容生态”的思路,是外界理解其增长的关键。</span></p><p><img src=\"https://static.tigerbbs.com/538208318daa4de4a1cca2d8ff09b1f3\"/></p><p><img src=\"https://static.tigerbbs.com/1c647d585c66475b9e15e493fa238dad\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">生态第一</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在内容行业中,常见的商业化变现方式主要包括电商、广告等。但是,内容平台在通过这些方式进行商业化时,常会顾此失彼。比如,广告、卖货内容太多,影响了用户体验;再比如,平台过于重视变现,却忽视了内容质量。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">于内容平台而言,“向外看”的变现方式虽然可以收获不错的效果,但会遇到各种各样的难题。因此,知乎把“向内看”放在更重要的位置,</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>将“生态第一”作为核心战略,不断强化内容生态。</strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">首先,知乎从创立初始至今都以“专业讨论”为社区文化的核心,并强调用户的“获得感”。三季度,知乎在强化“专业讨论”定位方面依然有大动作,即连续推出三大计划,提升创作者创作收益,强化对创作者的激励。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">目前,面向所有的创作者,知乎已经布局了一个比较完善的创作者收益体系,主要包括致知计划、芝士平台、盐选会员三部分。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在此基础上,</span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎在今年重点鼓励创作者在垂直专业领域进行更深入的挖掘,</span></strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">比如在今年重启“致知计划”,投入近1亿元的初始基金,对持续在垂直领域深耕、进行知识普惠的创作者提供商业变现之外的资金奖励;“灯塔计划”同样,面向科学、人文和社区精神领域的优质内容创作者,设立“殿堂级”荣誉激励金,全网只遴选10个优质创作者或团队,提供单项最高100万元现金资助以及知乎长期全方位创作支持。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">原本,知乎社区的问答形式就有助于深度内容的呈现,它也因此成为中文互联网中为数不多的专业内容平台。但近期的一系列创作者支持计划则体现出,知乎还想在“专业讨论”方面走的更深,成为用户更加不可替代的讨论、阅读和学习场所。这正是知乎本季度付费会员业务实现增长的关键。</span></p><p><img src=\"https://static.tigerbbs.com/883ebb8de0e54d0fb1364429a2930b81\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“问答”是知乎上线11年来一直在迭代的功能,除此之外,它还在持续探索“讨论”的外延。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">首先,2017年时,知乎的“讨论”已经延伸出了分享场景,并以“想法”功能呈现。今年5月,知乎对原生“想法”功能进行全面升级,不仅以双排流的形式呈现纯文字、图文和视频内容,而且优先级也比以前更高——和“推荐”、“热榜”一同位列知乎首页顶部导航栏。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">升级后的“想法”功能能够丰富用户的内容选择。</span></strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“想法”主要呈现的是“短内容”,它能够与深度、专业的长内容进行有效区隔,让用户既可以进行问答、文章、专栏等长内容深度阅读,也可以在“想法”页面进行短内容互动浏览。</span></p><p><img src=\"https://static.tigerbbs.com/0a14f7313a0c48b489616310f1f3a053\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">图源:知乎APP</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今年,知乎还在发力OGV自制综艺、圆桌直播,探索多元内容形式。</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>这些多元化内容共同的特点在于,基于知乎内容生态,拥有“专业讨论”的基因。</strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">8月,知乎“2022过夏天”暑期活动先后推出三档自制节目,包括高考纪实人物访谈节目《我的高考笑忘书》、首档荒野系青年谈话节目《荒野会谈》,以及职场青年纪实观察节目《我所向往的职业啊》。这三档节目的共性在于,它们呈现的话题与知乎社区中的讨论内容紧密相关,它们引发的“专业讨论”再次从节目中延伸到知乎社区里。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">例如,在《荒野会谈》中,李雪琴曾提出过一个在年轻人之间颇有争议的问题:“人可以完全没有社交吗?”这个问题在知乎社区中引起热议,知乎答主凯文淇分享道,他曾自认为是深度社恐患者、独居独处大侠。但在亲身体验一个人的独处半个月后,他意识到人不能完全没有社交,“我抱着外卖小哥的腿求他不要走,让他陪我唠唠嗑”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">围绕“专业讨论”,知乎还在5月上线了聚焦公众热点事件及话题的“知聊八点半”系列圆桌直播活动,这一活动延续至今。截至11月22日,“知聊八点半”已推出154 场圆桌直播,近350位知乎创作者参与直播。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">可以看出,知乎在已有的“问答”内容之外,还在尝试将内容生态的专业讨论进行视觉呈现。而借助站内沉淀的优质内容和用户基础,这些自制节目能够反哺并延展知乎的内容生态。</span></strong></span></p><p><img src=\"https://static.tigerbbs.com/38d4bddade7d4be78dcc5d6cb1125765\"/></p><p><img src=\"https://static.tigerbbs.com/48dd914d12ad43bf9a48325ed034f090\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">为职业教育提供新增量</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“好内容”本身就能延伸出商业化变现的可能性,而知乎借助“好内容”,还开辟了第二增长曲线。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">随着教育行业转型,从去年到今年,“职业教育”赛道快速从蓝海变成红海,教培机构、科技巨头、创业者纷纷涌入这一赛道。赛道日益拥挤,而早在2019年就开始布局职业教育的知乎,占有一定的先发优势。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">最初,知乎通过联合运营模式进入职业教育赛道。作为平台,知乎提供课程的线上销售转化,教学服务来自第三方教育机构。截至目前,知乎已经上线来自高校、出版社的数百门正版授权课程,囊括人工智能、编程、法考、人文科学、职场办公、乐器、四六级、影视剪辑、视觉设计等多个行业领域。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">自营课程和外部投资则进一步拓展了知乎在职业教育领域的版图。基于知乎社区中丰富的创作生态,知乎开发了多个自营课程,覆盖大学考试类、法考类、职场提升类、内容变现类等。对外投资方面,去年8月,知乎投资财经会计在线培训公司品职教育。同年10月,知乎入股在线留学考试培训机构趴趴英语。今年10月,知乎完成收购职业教育公司掌上园丁,后者旗下产品“一起考教师”专注教师备考服务。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>由此可以看出,知乎布局职业教育赛道的基础,同样是它的“内容生态”,并在此基础上,与外部机构联合,共同为行业提供新的增量。</strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今年,知乎通过上线免费教育课程入口“学习区”,继续扩大职业教育课程在用户侧的影响力。近期,“学习区”陆续上线了来自人工智能教育领导者吴恩达,以及IDEA研究院创院理事长、前微软公司全球执行副总裁沈向洋的多款AI大师免费课程。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎的用户画像主要是高知群体,而职业教育的内容正好能够满足这部分群体的需求。优质丰富的课程+精准的用户群体,让知乎的职业教育收入在今年一直保持着高增速,一季度,该业务收入3954万元,同比增长达到了1196%;二季度,收入达到4612.7万元,同比增长600.5%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">与所有涌入职业教育赛道的参与者一样,知乎看好职业教育的未来。本月,知乎将正式上线知学堂APP。同时,知乎还将推出“知学计划”,通过流量扶持、内容生态建设以及技术支持等手段,与更多教育机构进行合作。周源在公开信中强调,</span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>知乎想做的“不止于一个平台”,而是用技术推动教育数字化转型。</strong></span></p><p><img src=\"https://static.tigerbbs.com/b7472bcf40644bcf978a54c8dfbe7f97\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">图源:知乎官网</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">知乎已经上线11年了。其间,知乎不断对自己的商业化变现方式做出调整,但它对“专业讨论”的坚持、以及对“好内容”的重视,始终没有改变。周源认为,11年后的今天,知乎已经开启了“中途”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">对于所有公司,“中途”都是发展中的必须要经过的关键十字路口,而它们在此时面对的相同问题是:什么样的公司才能够选择出正确道路、真正成为经久不衰的好公司?</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">《基业长青》中,作者柯林斯对这一问题的回答是,“如果说经久不衰的伟大公司有什么秘密,那就应该是掌控连贯性和变化性的能力。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">他在书中例举了许多经过时间检验的成功案例,<a href=\"https://laohu8.com/S/MMM\">3M</a>坚持“用创新解决尚未解决的问题”,所以它卖掉了很多无法实现创新的业务;<a href=\"https://laohu8.com/S/HPQ\">惠普</a>曾经创造出很多失败的产品,但它之所以稳健发展至今,是因为它创造了一个“有利于产生伟大产品的环境”;<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>的最伟大之处不是《幻想曲》或《白雪公主》,也不是迪士尼乐园,而是迪士尼公司和让大家快乐的神秘能力。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">如今,行业迎来波动和巨变,于每一家公司而言,此刻正是检验自身能否经久不衰的机会。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" label=\"Copyright © 2014 playhudong All Rights Reserved.\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/e1d711156de345adbf7e338919b24fe9\" width=\"60px\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>原创内容转载开白可</span><span>直接在文后留言</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>与深响主编交流请添加微信:alana_liuyalan</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>商务合作请添加微信:deepecho-biz</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>⚠️添加以上微信</span><strong><span>请备注姓名公司与来意</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/27409b96f6bb4e5badb4b64e6eea5404\"/></p><h1 arial=\"\" auto=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" normal=\"\" sans=\"\" sans-serif=\"\" sc=\"\" start=\"\" ui=\"\" yahei=\"\"><br/></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>复盘史上最长“黑五购物节”:变数之下,谁赢谁输?</strong></span></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">羽绒服大战升级:高价进阶、渠道转型、供应链迭代</span></strong></h1><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ca0d3021592d48c79fb1f9eec1a0a27d\"/></p></div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"02390":"知乎-W","ZH":"知乎"},"source_url":"http://mp.weixin.qq.com/s?__biz=MzUzOTc4NDQxMQ==&mid=2247534400&idx=1&sn=078c79f6c8872977365e918da9ae0e59&chksm=fac122f4cdb6abe2be7108b3939c1e7f36f85afe4565468c861f553c9d16c2fe6e48a5883464#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2288962913","content_text":"©️深响原创 · 作者|何文当“内容”成为“行业”,它始终要面对内容质量和商业化变现之间的矛盾。纵观国内的内容行业发展历程,优秀的内容平台数不胜数,但发展坎坷的不在少数。有平台很注重内容质量和用户体验,不敢贸然在平台内进行商业化,最终因为资金链断裂而倒下;有的平台为了活得更健康,探索了各种商业化变现模式,却牺牲了内容质量和用户体验。一旦用户流失,内容平台就失去了立身之本。行业中的固有矛盾,让所有的内容平台都像是走在钢丝上,面临优质内容和商业化变现之间的抉择。我们可以“既要”“又要”吗?知乎带来了一种解法——保持“专业讨论”的定位,强化“生态第一”的战略并发展出以“社区驱动的内容变现”和“职业教育”的增长双引擎。知乎的业绩已经印证了这种思路的可行性。11月30日,知乎发布2022年第三季度未经审计的财务报告。财报中,知乎的主要财务指标超越市场一致性预期,营收保持双位数增长,亏损加速收窄,双增长曲线带来的收入结构愈加稳固。知乎创始人、CEO周源在近日发出的公开信中表示,“有些钱不赚,才能成为赚钱的好公司”。知乎三季度的业绩和一直以来的发展思路就是这一观点的印证:内容平台可以通过完善自身内容生态来进行商业化变现,因为好的内容本身就是一门好生意。成为赚钱的“好公司”在行业波动之时,知乎给出了超出预期的业绩。首先,知乎在本季度不仅保持双位数增长,而且实现大幅度减亏。根据财报,知乎在三季度的总营收达到9.12亿元(人民币,下同),同比增长11%。与此同时,知乎的运营效率进一步提升,毛利率达48.7%,净亏损环比减少39%,低于彭博的亏损预期。本季度,知乎的多项用户数据也保持增长和韧性。知乎App用户活跃率连续3个季度持续提升,单用户日均时长达到29分钟,同比环比均有提升。根据财报数据计算,知乎的ARPU达到9.4元,同比增长15.51%,环比增长19%。此外,知乎的用户MAU在本季度依然保持在9700万的高位。总的来看,知乎在本季度的增长依然稳健。同时,从各项用户数据指标可看出,知乎之所以能够保持稳健增长,是因为用户粘性不断提高。对于内容平台,维持并提高用户粘性的核心就是完善内容生态,而知乎的营收结构正体现出这一点。拆解财报,我们可以看到知乎当下已经形成了基于“内容生态”的两条的明确的增长曲线。其一,是社区驱动的内容变现(含付费会员、广告、商业内容解决方案)。其二,是职业教育培训。在社区驱动的内容变现板块,最值得关注的是知乎的“增长引擎”付费会员收入。付费会员业务在三季度贡献收入3.35亿元,同比增长88.1%,占比达到36.8%,收入和占比都创下新高。本季度,知乎月均付费会员数达到1090万,同比增长99.5%,付费会员数在MAU中的渗透率达11.2%。同时,虽然行业波动影响了知乎的广告和商业内容解决方案等来自B端的收入,但知乎在IT、3C、汽车等更长消费决策周期的优势品类中,依然保持正向增长。知乎的职业教育培训收入更是增长迅速。财报显示,该业务在三季度营收7800万元,同比增长457.5%,在总营收占比提升至8.6%。同时,职业教育付费用户规模同比增长300%。在行业波动的大环境下,知乎的双增长曲线和来自B、C两端的收入,让知乎拥有更大的发展韧性和抗压能力。在这背后,知乎完善“内容生态”的思路,是外界理解其增长的关键。生态第一在内容行业中,常见的商业化变现方式主要包括电商、广告等。但是,内容平台在通过这些方式进行商业化时,常会顾此失彼。比如,广告、卖货内容太多,影响了用户体验;再比如,平台过于重视变现,却忽视了内容质量。于内容平台而言,“向外看”的变现方式虽然可以收获不错的效果,但会遇到各种各样的难题。因此,知乎把“向内看”放在更重要的位置,将“生态第一”作为核心战略,不断强化内容生态。首先,知乎从创立初始至今都以“专业讨论”为社区文化的核心,并强调用户的“获得感”。三季度,知乎在强化“专业讨论”定位方面依然有大动作,即连续推出三大计划,提升创作者创作收益,强化对创作者的激励。目前,面向所有的创作者,知乎已经布局了一个比较完善的创作者收益体系,主要包括致知计划、芝士平台、盐选会员三部分。在此基础上,知乎在今年重点鼓励创作者在垂直专业领域进行更深入的挖掘,比如在今年重启“致知计划”,投入近1亿元的初始基金,对持续在垂直领域深耕、进行知识普惠的创作者提供商业变现之外的资金奖励;“灯塔计划”同样,面向科学、人文和社区精神领域的优质内容创作者,设立“殿堂级”荣誉激励金,全网只遴选10个优质创作者或团队,提供单项最高100万元现金资助以及知乎长期全方位创作支持。原本,知乎社区的问答形式就有助于深度内容的呈现,它也因此成为中文互联网中为数不多的专业内容平台。但近期的一系列创作者支持计划则体现出,知乎还想在“专业讨论”方面走的更深,成为用户更加不可替代的讨论、阅读和学习场所。这正是知乎本季度付费会员业务实现增长的关键。“问答”是知乎上线11年来一直在迭代的功能,除此之外,它还在持续探索“讨论”的外延。首先,2017年时,知乎的“讨论”已经延伸出了分享场景,并以“想法”功能呈现。今年5月,知乎对原生“想法”功能进行全面升级,不仅以双排流的形式呈现纯文字、图文和视频内容,而且优先级也比以前更高——和“推荐”、“热榜”一同位列知乎首页顶部导航栏。升级后的“想法”功能能够丰富用户的内容选择。“想法”主要呈现的是“短内容”,它能够与深度、专业的长内容进行有效区隔,让用户既可以进行问答、文章、专栏等长内容深度阅读,也可以在“想法”页面进行短内容互动浏览。图源:知乎APP今年,知乎还在发力OGV自制综艺、圆桌直播,探索多元内容形式。这些多元化内容共同的特点在于,基于知乎内容生态,拥有“专业讨论”的基因。8月,知乎“2022过夏天”暑期活动先后推出三档自制节目,包括高考纪实人物访谈节目《我的高考笑忘书》、首档荒野系青年谈话节目《荒野会谈》,以及职场青年纪实观察节目《我所向往的职业啊》。这三档节目的共性在于,它们呈现的话题与知乎社区中的讨论内容紧密相关,它们引发的“专业讨论”再次从节目中延伸到知乎社区里。例如,在《荒野会谈》中,李雪琴曾提出过一个在年轻人之间颇有争议的问题:“人可以完全没有社交吗?”这个问题在知乎社区中引起热议,知乎答主凯文淇分享道,他曾自认为是深度社恐患者、独居独处大侠。但在亲身体验一个人的独处半个月后,他意识到人不能完全没有社交,“我抱着外卖小哥的腿求他不要走,让他陪我唠唠嗑”。围绕“专业讨论”,知乎还在5月上线了聚焦公众热点事件及话题的“知聊八点半”系列圆桌直播活动,这一活动延续至今。截至11月22日,“知聊八点半”已推出154 场圆桌直播,近350位知乎创作者参与直播。可以看出,知乎在已有的“问答”内容之外,还在尝试将内容生态的专业讨论进行视觉呈现。而借助站内沉淀的优质内容和用户基础,这些自制节目能够反哺并延展知乎的内容生态。为职业教育提供新增量“好内容”本身就能延伸出商业化变现的可能性,而知乎借助“好内容”,还开辟了第二增长曲线。随着教育行业转型,从去年到今年,“职业教育”赛道快速从蓝海变成红海,教培机构、科技巨头、创业者纷纷涌入这一赛道。赛道日益拥挤,而早在2019年就开始布局职业教育的知乎,占有一定的先发优势。最初,知乎通过联合运营模式进入职业教育赛道。作为平台,知乎提供课程的线上销售转化,教学服务来自第三方教育机构。截至目前,知乎已经上线来自高校、出版社的数百门正版授权课程,囊括人工智能、编程、法考、人文科学、职场办公、乐器、四六级、影视剪辑、视觉设计等多个行业领域。自营课程和外部投资则进一步拓展了知乎在职业教育领域的版图。基于知乎社区中丰富的创作生态,知乎开发了多个自营课程,覆盖大学考试类、法考类、职场提升类、内容变现类等。对外投资方面,去年8月,知乎投资财经会计在线培训公司品职教育。同年10月,知乎入股在线留学考试培训机构趴趴英语。今年10月,知乎完成收购职业教育公司掌上园丁,后者旗下产品“一起考教师”专注教师备考服务。由此可以看出,知乎布局职业教育赛道的基础,同样是它的“内容生态”,并在此基础上,与外部机构联合,共同为行业提供新的增量。今年,知乎通过上线免费教育课程入口“学习区”,继续扩大职业教育课程在用户侧的影响力。近期,“学习区”陆续上线了来自人工智能教育领导者吴恩达,以及IDEA研究院创院理事长、前微软公司全球执行副总裁沈向洋的多款AI大师免费课程。知乎的用户画像主要是高知群体,而职业教育的内容正好能够满足这部分群体的需求。优质丰富的课程+精准的用户群体,让知乎的职业教育收入在今年一直保持着高增速,一季度,该业务收入3954万元,同比增长达到了1196%;二季度,收入达到4612.7万元,同比增长600.5%。与所有涌入职业教育赛道的参与者一样,知乎看好职业教育的未来。本月,知乎将正式上线知学堂APP。同时,知乎还将推出“知学计划”,通过流量扶持、内容生态建设以及技术支持等手段,与更多教育机构进行合作。周源在公开信中强调,知乎想做的“不止于一个平台”,而是用技术推动教育数字化转型。图源:知乎官网知乎已经上线11年了。其间,知乎不断对自己的商业化变现方式做出调整,但它对“专业讨论”的坚持、以及对“好内容”的重视,始终没有改变。周源认为,11年后的今天,知乎已经开启了“中途”。对于所有公司,“中途”都是发展中的必须要经过的关键十字路口,而它们在此时面对的相同问题是:什么样的公司才能够选择出正确道路、真正成为经久不衰的好公司?《基业长青》中,作者柯林斯对这一问题的回答是,“如果说经久不衰的伟大公司有什么秘密,那就应该是掌控连贯性和变化性的能力。”他在书中例举了许多经过时间检验的成功案例,3M坚持“用创新解决尚未解决的问题”,所以它卖掉了很多无法实现创新的业务;惠普曾经创造出很多失败的产品,但它之所以稳健发展至今,是因为它创造了一个“有利于产生伟大产品的环境”;迪士尼的最伟大之处不是《幻想曲》或《白雪公主》,也不是迪士尼乐园,而是迪士尼公司和让大家快乐的神秘能力。如今,行业迎来波动和巨变,于每一家公司而言,此刻正是检验自身能否经久不衰的机会。原创内容转载开白可直接在文后留言与深响主编交流请添加微信:alana_liuyalan商务合作请添加微信:deepecho-biz⚠️添加以上微信请备注姓名公司与来意复盘史上最长“黑五购物节”:变数之下,谁赢谁输?羽绒服大战升级:高价进阶、渠道转型、供应链迭代","news_type":1},"isVote":1,"tweetType":1,"viewCount":10735,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":["02390","ZH"],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"upFlag":false,"length":17,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/629092800"}
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