80% of knowledge question and answer users have a monthly income of more than 5,000 yuan, and the application scenarios are wider

　　Our reporter Jin Chen                       

　　Recently, the third-party big data agency iResearch released the "2020 China Online Knowledge Questions and Answers Industry White Paper" (hereinafter referred to as the "White Paper"). According to the data, the average penetration rate of mobile Internet users of online knowledge questions and answers has reached 86%, of which 81.4% The monthly income of Q&A users exceeds 5,000 yuan. It is expected that by the end of 2020, China's pan-knowledge content industry will grow into a market of 100 billion yuan.

The online knowledge question and answer platform is constantly catering to the needs of society, accelerating its deployment in multiple scenarios.

　　Stop the epidemic and build a scientific protection net

　　"How to wear masks scientifically?" "What should the company pay attention to when eating after resuming work?" "What declaration procedures are needed to go on business trips?" ... In the face of the epidemic, how to correctly prevent and control work and resume production in an orderly manner was once the focus of public attention , And many online knowledge Q&A platforms such as Zhihu and Baidu Zhizhi have become important positions for understanding the progress of the epidemic and learning protection knowledge.

　　"The advantage of online knowledge question-and-answer platform lies in the professionalism, influence and credibility of its content." Insiders pointed out that with the increasing awareness of scientific prevention and control among the people, people's professional requirements for epidemic-related knowledge are gradually increasing.

Compared with general information platforms that can only present scattered information points, online knowledge question and answer platforms can often associate, organize and analyze professional knowledge while providing information, so as to provide users with more comprehensive knowledge information.

　　In order to provide users with high-quality content guarantee during the epidemic prevention period, Zhihu launched the "New Coronary Pneumonia Prevention and Control Series" topic, bringing real-time and professional epidemic trends and scientific prevention and control knowledge to the public from a professional perspective.

During the resumption of work and production, topics such as "Wake up and start work" also focused on the front-line live situation of the resumption of work, experience stories, and epidemic prevention science to provide employees and enterprises with professional and practical answers.

　　At the same time, Baidu Known has worked with experts from the China Centers for Disease Control and Prevention to produce nearly 200 graphic and video answers to answer the epidemic prevention questions that users are generally concerned about.

Data shows that from February to April this year, more than 160 million users used Baidu to ask questions and answer questions related to the prevention and control of the new crown pneumonia epidemic and the resumption of work and production. The peak daily activity was nearly 250 million.

　　Some experts pointed out that major online knowledge question-and-answer platforms should continue to assume corresponding science functions and social responsibilities, provide the public with comprehensive and accurate knowledge content, and build a scientific knowledge defense line for epidemic prevention and control.

　　Online government affairs, consulting service "all things"

　　In recent years, "Internet + government services" has been intensified throughout the country. Internet government has become an important landing scenario for online knowledge question and answer platforms. More and more companies and the masses enjoy more convenient, efficient and intelligent government services.

　　During the epidemic prevention period, a large number of residents consulted on the latest policies and measures of local governments on epidemic prevention and anti-epidemic, resumption of work and production, as well as the processing procedures of various government affairs through the online knowledge question and answer platform, and the amount of inquiries related to government affairs increased greatly.

The data released by the "White Paper" shows that nearly 80% of Baidu knows that users use the "Government and Enterprise Q&A" column to consult government affairs. After the resumption of work and production, the number of government affairs question and answer on the platform has increased by 20% from the previous month.

　　"From the perspective of effectiveness, the online knowledge question-and-answer platform can effectively help relevant institutions to quickly and accurately deliver authoritative information to residents in need." According to the person in charge of the "Capital Window", a government agency, the public is concerned about social security and medical treatment during the epidemic prevention period. For convenience policies such as return to Beijing registration and provident fund business handling, "Window of the Capital" launched a series of policy interpretation topics to provide authoritative answers to related questions.

　　The online knowledge quiz platform also uses small programs and other forms to mount more consultation or service functions on the relevant question answering page, helping people to solve the needs of policy information inquiry, consultation and communication, and appointment processing in one stop, so that question answering and service are provided. "Achieved in one question."

　　At present, many government agencies such as the China Center for Disease Control and Prevention, the State Administration of Taxation, and the Shanghai Municipal Public Security Bureau have settled on various quiz platforms, covering 42 cities across the country.

Industry insiders pointed out that relying on online knowledge Q&A platforms to build new channels for convenient government information services will effectively enhance the efficiency and accuracy of Q&A and ensure that authoritative information and related services are "precisely reached."

　　Open services to create a knowledge ecological chain

　　When you open Baidu and enter "Express", you can not only get the various regulations and precautions for sending and receiving express delivery, but also all related services such as appointment booking and logistics tracking on the platform.

With the development of online knowledge question and answer platforms, more and more platform parties are opening up various services to enterprises. While providing users with high-quality service experience, it also creates huge market value for enterprises and platforms.

　　Compared with pan-knowledge content platforms such as knowledge communities and encyclopedias, online knowledge questions and answers not only have more types of knowledge content, but also have greater advantages in the number of users and willingness to interact.

Data from the "White Paper" shows that relying on the huge number of users and interactions, the online knowledge Q&A platform can provide service value for related companies in scenarios such as brand building and product marketing through the co-construction of knowledge Q&A content and knowledge activity dissemination planning.

　　The "White Paper" pointed out that in response to the needs of users at different levels, online Q&A platforms can seamlessly connect with enterprises, give full play to the information advantages of enterprises on specific issues, and provide efficient, professional, and timely answers to questions raised by users.

　　On the other hand, the online knowledge question and answer platform can also increase the exposure opportunities for enterprises by co-constructing knowledge content with enterprises, and use customized in-depth content to carry brand information in question and answer interactions.

Companies can analyze product highlights in Q&A scenarios to enhance the recognition of related products and brands by various users.

　　However, the commercialized online knowledge question and answer platform also caused some users to worry about the quality and objectivity of the content.

According to industry insiders, deep cultivation of professional knowledge question and answer is the foundation of major platforms, but opening up platform services and cooperating with enterprises to establish a complete service ecological chain is the upward development trend of the industry.

"Successful online knowledge quiz platform must be open to services, but also professional knowledge, interactive and interesting."