In November 2nd, Liang Rubo made a tiktok jump to become a "big leader" of many domestic businesses, even today's headlines and watermelon videos were included in the command. Today's trembling is a tiktok. However, in the existing business of byte beating, we can not find the Wukong question and answer that was launched simultaneously with the Zhang Yiming's voice and the tiktok. Wukong Q & A is dead, but its expected fate should have been the opposite. The time is set back to 2017-2018, when the largest Knowledge Q & a community in China knows that it is deeply under the pressure of commercialization and content supervision. Due to the repeated punishment of big V account, it is accused of "sharing weal and woe but not wealth", and the opposition with platform big V is becoming more and more intense. During the same period, the company was making great strides to expand its business territory and announced the establishment of Q & a community. Empty Q & A, and took the lead in throwing an olive branch to Zhihu Da V with a lot of money, which led to the large-scale departure of excellent respondents, which greatly damaged Zhihu's vitality. Under Zhang Yiming's personal platform cry, by the end of 2017, Wukong Q & A reached more than 100 million users, generating more than 30000 questions and 200000 answers every day. In pursuit of success, today's headlines announced that 1 billion yuan will be invested in Wukong Q & A in 2018. This subsidy is almost rolling in the Q & a field, and the situation seems to be good for Wukong. However, the final result was "quite different" - Zhihu laughed to the end (successfully listed), but Wukong fell. In the face of the "trapped" opponent, Wukong Q & A, backed by huge traffic and financial support, failed, which is undoubtedly puzzling. In order to clarify this point, this paper will make a specific analysis from three aspects: Creator, user stickiness and platform. 2 billion to attract creators, but only fatten the "wool party" Previously, the analysis of the content platform of Kwai Fu, B station and other content platform revealed that there are two feedback characteristics of the platform content: · Supply side (creator): the content production capacity of a single content producer is bound to decline or even return to zero, and it needs continuous blood transfusion for new creators. · Demand side (user): a single user consumes the same type of content, reduces the marginal utility (like the new and hate the old), and needs diversified supply. Based on this, we believe that the prosperity of creators and the good experience of users determine whether a content community can stand. According to the model logic, we disassemble and analyze Wukong Q & A. As far as the creator's basic plate is concerned, the reason why the creator settled in a platform is nothing more than fame (sense of achievement) and profit (income). In terms of income, Wukong Q & A was "rich and generous" at the beginning, and vigorously solicited creators. According to the data, from 2017 to 2018, Wukong invested a total of 2 billion yuan in Q & A, signed various professional creators, and stimulated ordinary users to participate and output early content by answering red envelopes. However, this makes subsidies the source power for most content creators to produce content in Wukong Q & A. At the same time, a large number of code word money making wool parties have emerged on the platform, and the team battle "picks up the first wool". (detailed analysis below) But the way of "burning money" can not last all the time. With the passage of time, the subsidy of Wukong Q & a gradually decreases. According to a Wukong Q & A V, when signing the contract in October 2017, I only had to answer 15 times a month on the platform (more than 500 words each time), and I could earn 10000 yuan. However, by August 2018, the terms were changed, and the income became a minimum guarantee plus commission, with a minimum guarantee of 200 yuan per item and a maximum of 20 answers. The Commission was linked to the number of readings and likes. Of course, for the platform, the prosperity of creators is not piled up by subsidies. What is really valuable is that in the subsidy stage, by seizing the creator's "mind", the creator can voluntarily stay on the platform and continue to produce. So, how is Wukong Q & A doing here? Here we introduce a model to assist the analysis. As shown in the figure below, the stickiness of creators to the platform lies in the spiritual achievements they can harvest after creating high-quality content, as well as the existing monetary incentives and expected future benefits. The accumulation of these gains, on the one hand, will make the creator have a sense of belonging to the platform; On the other hand, it also increases the cost for creators to convert the platform, making creators unwilling and afraid to leave the platform. Back to Wukong Q & A, its subsidy incentive is equivalent to "working for money". This kind of money can be earned everywhere without any conversion cost. In contrast, spiritual motivation, that is, the height of achievement that the creator can achieve and future sustainable benefits, is more powerful to establish the stickiness of the creator. However, according to our combing, there is no standardized creator growth system and the resulting achievements and benefits in Wukong Q & A. There are only two kinds of identities that platform creators can have: Q & A experts and signing authors. There is no clear standard for upgrading to Q & a master or signing author. They are invited by Wukong Q & A official staff from time to time. In other words, the creator of the middle and tail needs to code words diligently regardless of the return, and wait for the day when Wukong receives a private letter. In contrast, Zhihu has found a complete creator level system (divided into levels 1-10) despite repeated quarrels with big V, and the level has reached level 4 or above. It can open the authority of good thing recommendation, and the creator has the most basic realization channel. Under different achievement incentives, the scale and influence of high-quality creators are differentiated. According to the research, searching "what great gods are there in Zhihu" on Zhihu has a high degree of answer and discussion. However, there are few answers to "what great gods are there in Wukong Q & a", and many answers are different from horses and cattle. Note: the first ten questions recommended under the search questions and the answers ranking first in these ten questions are counted. In this way, it goes without saying which platform is easier for creators to identify with. Under the competitive creator stickiness and insufficient construction, the creator ecology of Wukong Q & A is difficult to form a sustainable and healthy cycle ， This may affect the content supply of touch users. The hydration content is too extensive to retain users As for the model positioning of Knowledge Q & a platform, content usefulness ranks first, which can be seen from the attention preferences of users of knowledge platform in the figure below (left). At this point, Wukong Q & A is undoubtedly ambitious. In terms of content plate planning, the professional category covers a wider range than we know. But this also means that Wukong Q & A needs more content to fill and enrich the plate. As mentioned above, Wukong Q & a spent a lot of money to attract creators to produce content in the early stage. For example, more than 2000 professional respondents were signed in 2017, covering 29 vertical fields such as health and science. However, the rude methodology of judging the quality of the content by the number of words and encouraging - it is understood that a 300 word answer can earn 500 yuan of royalties - makes the creator ponder not how to produce good answers, but how to maximize the wool of the platform. According to the disclosure of user Sean ye, the big V on Wukong's Q & A, all kinds of "gold absorption methods" came into battle together: · I didn't produce two sets of content... I asked my assistant to extract a little from the Internet, and the washing draft was posted on the headlines. Anyway, the headlines pay according to the number of words. My own original text is still known, and the Anti-infringement mechanism is good · Wukong Q & A gives me 6000 a month. I take out 3000 foster assistants and can earn 3000 As a result, the content of professional plates is flooded with hydration. However, the rich content of a platform is not only produced by signing a contract. According to the data given by "the third creators' conference of today's headlines", 25% of the answers of Wukong Q & a platform are contributed by professional authors and 75% are from ordinary users. So, what about the content quality of ordinary users? According to QM's 2017 encyclopedia Q & A app industry insight report, nearly half of the users of Wukong Q & A come from the sinking market. In order to take care of the cognitive level of users in the sinking market, Wukong Q & A needs to introduce special typesetting and editor function tutorials to teach on-site how to publish answers on the platform. In this case, it is difficult to expect how much high-quality content ordinary users can produce. At the same time, the sinking of users also has a big problem for knowledge-based platforms, that is, users themselves are not interested in professional Q & A and prefer entertainment content consumption. According to our sampling statistics of this year's Wukong Q & A activity of "releasing curiosity, asking questions and winning bonuses", life problems always rank first in the award-winning content, and the monthly average proportion reaches 50%. The hydration of professional content will lose value to users who rush to be "useful". And the sinking users who tend to kill time are facing too many temptations. In the entertainment, micro-blog, jitter, B tiktok and other content models can be replaced. What will this lead to? Due to the lack of relevant data statistics in Wukong Q & A, here we take Zhihu as an example for analysis. We discussed in the article "I'm very glad to see the break of Zhihu". Zhihu is emerging more and more pan entertainment content. With the increase of Pan entertainment content loved by the public, the duration of one-day users has increased, but the overall user stickiness has decreased. This is because, as mentioned above, professional knowledge is the primary demand for users to use the Q & a platform, while the pan entertainment content hurts the use experience of core users, resulting in a decline in its stickiness. The pan entertainment content itself, although some users will use it deeply, it faces the competition of Pan entertainment platform like Wukong. In other words, the deviation between the positioning and supply of platform content and the demand of the audience reduces the stickiness of known users. By contrast, the user orientation and user interaction are the most popular platforms, such as micro-blog and jitter. The user time and user stickiness (DAU/MAU) are all increasing tiktok. The stickiness of platform users is similar to Wukong Q & A, which knows that it has similar problems. According to the disclosed data, from October 2017 to July 2018, Wukong Q & A Mau decreased from 1.21 million to 679000. How does the platform deal with the matching deviation in the content production and consumption of creators and users? Algorithm distribution "acclimatized" As everyone knows, the algorithm of the algorithm is also copied to Wukong tiktok, which is used for content distribution to match user's needs accurately. So, is the result as expected? Let's take a look at the differences between traditional content distribution and algorithmic content distribution on the Q & a platform: · Traditional distribution is equivalent to "people looking for content", which represents the knowledge of the platform. The specific logic is as follows: It is known that the content will be distributed according to the user's approval and opposition. If the user agrees more (i.e. high-quality content), it will be centrally displayed and pushed to all those in need. · If the algorithm recommends distribution, it is "content for people", which represents Wukong Q & A of the platform. The specific logic is as follows: Wukong Q & A recommends the matching content to specific users according to the collected user interests, that is, different people search the same question and see different recommended content. Based on this, when users search for questions on Wukong Q & A, they probably get interesting content rather than useful answers. For example, you may follow may day