2025 年 中国知识付费行业市 场研究报告 主编：雷静兰 编辑：郭宇昂 手机号 15769519125 商业合作： collaboration@shuoyuanconsulting.com 1 / 22 1 行业概述 1.1 知识付费行业定义与范围 1.1.1 知识付费的概念解析 知识付费，顾名思义，是指用户通过支付一定费用来获取专业知识、技能或信 息内容的服务形式。随着互联网技术的飞速发展和智能终端的普及，用户对高 质量、系统化知识内容的需求日益增长，知识付费逐渐成为现代社会知识传播 和学习的重要途径。相比于传统免费获取信息的模式，知识付费更加注重内容 的专业性、权威性和深度，能够为用户提供更具针对性和实用价值的知识服务， 满足了不同群体在职业提升、兴趣培养、自我成长等方面的多样化学习需求。 知识付费的内容形态丰富多样，涵盖了文字、音频、视频等多媒体形式。具体 表现为在线课程、电子书、付费问答、专家咨询、直播讲座、专题讲座以及会 员专属内容等多种服务模式。例如，用户可以通过付费购买系统性在线课程， 获得系统化的学习路径和专业指导；也可以通过付费问答平台，直接向领域专 家提出问题，获得个性化的解答；还可以订 ...

Core Insights - The rise of lifelong learning and rapid development of internet technology have led to an increasing number of young people opting to pay for knowledge on online platforms, creating a vast array of knowledge payment products that can overwhelm consumers [1] Group 1: Consumer Preferences and Concerns - 71.7% of surveyed youth prioritize content and quality when engaging in knowledge payment [2] - Other factors influencing purchasing decisions include price (53.7%), platform reliability (52.2%), creator background and reputation (48.1%), user reviews (43.4%), and availability of supplementary materials and after-sales service (34.3%) [2] - 69.0% of respondents believe that the quality of knowledge payment content is inconsistent, while 54.3% feel there is a lack of follow-up services and support [4] Group 2: Industry Challenges - The rapid growth of the knowledge payment industry has resulted in a wide range of product quality, with many offerings being fragmented and superficial, lacking depth and systematic content [2][5] - There is a significant concern regarding misleading advertising, with 52.4% of respondents indicating that promotional claims often do not match the actual content [4] - The industry faces issues with high pricing, as noted by 49.0% of respondents, and concerns about imitation and content similarity, affecting 39.9% of respondents [4] Group 3: Future Expectations - 68.4% of respondents hope for the establishment of a transparent and authentic evaluation feedback system on knowledge payment platforms [5][6] - There is a demand for stricter content review and creator certification mechanisms (62.0%), as well as longer or more comprehensive free trials (60.3%) [6] - Consumers are increasingly aware of their rights and are pushing for a more mature and compliant business model within the knowledge payment industry [6]

Core Viewpoint - The knowledge payment market in China is facing significant issues regarding content quality and consumer rights, with a majority of respondents expressing concerns about the industry's practices [1] Group 1: Consumer Concerns - 69.0% of respondents believe that the current knowledge payment industry has inconsistent content quality [1] - 68.4% of respondents suggest the establishment of a transparent and authentic feedback system [1] - 62.0% of respondents hope for the implementation of strict content review and creator certification mechanisms [1]

Core Insights - The most significant change in consumer spending over recent years is not the amount spent, but a shift in consumption mindset [1] Group 1: Changes in Consumer Behavior - Consumers are now more willing to invest in experiences such as travel, performances, gourmet food, and fitness, rather than just material goods [1] - There is a growing trend towards spending on smart appliances, indicating a preference for technology and innovation in purchases [1] - The approach to knowledge payment has become more rational and focused, reflecting a shift in how consumers value information services [1] Group 2: Attitude Towards New Energy Vehicles - Previously, consumers were hesitant about new energy vehicles due to concerns over range, safety, and resale value; however, personal experiences have led to a more favorable view [1] - The advantages of new energy vehicles in terms of cost of use, driving experience, and intelligence have prompted consumers to recommend them to others [1] Group 3: Rational Spending - While consumers are willing to pay for intelligence, service, and experiences, spending has become more rational and streamlined, aiming for value [1] - Consumers seek to balance quality of life with spending wisely, ensuring that expenditures are justified and meaningful [1]

Core Insights - The article emphasizes the importance of "long-termism" in the knowledge IP industry, highlighting how "坚持星球" (Persisting Planet) has maintained its focus on public speaking and education amidst industry changes [1][3]. Group 1: Company Philosophy - "坚持星球" adopts a patient approach, contrasting with many IPs that frequently shift projects, which can lead to wasted potential [1]. - The founder believes in the philosophy of "slow work is fast work," indicating that steady dedication is key to sustainable growth [1][3]. Group 2: Entrepreneurial Lessons - The article shares cautionary tales of entrepreneurs who misjudged their capabilities, leading to failures, while emphasizing the success of those who remained grounded and focused on their roles [3]. - The founder advises aspiring entrepreneurs to start side projects while maintaining their primary jobs, progressing through stages of development before fully committing to new ventures [3]. Group 3: Training and Development - During the 87th training camp opening ceremony, the founder expressed the commitment to continuous learning and support for students, contrasting with the decline of many training institutions [5]. - The philosophy of "笨功夫" (diligent effort) is highlighted, advocating for consistent, steady work rather than seeking quick success [5].

Core Viewpoint - The service consumption sectors, including education, cultural tourism, health, elderly care, and sports, are becoming crucial for driving domestic demand and stabilizing economic growth, necessitating strong financial support to address the financing needs of these sectors [1][2]. Group 1: Financial Support for Service Consumption - Service consumption is linked to both public welfare and economic transformation, serving as a key indicator of social development and quality of life [1]. - The operational entities in the service consumption sector typically exhibit characteristics such as "light assets, lack of collateral, and urgent financing needs," making traditional credit models inadequate to meet their financing demands [1][2]. - Financial institutions are encouraged to proactively direct credit resources towards the service consumption sector to resolve the mismatch between market potential and financial support [1]. Group 2: Innovation in Financial Products - Financial institutions should innovate credit products tailored to the specific needs of different sub-sectors, moving away from a "one-size-fits-all" approach [2]. - For light asset enterprises like knowledge-based services and online services, exploring credit loans based on intellectual property and order data as collateral is recommended [1][2]. Group 3: Technology Empowerment - Embracing financial technology, including big data, artificial intelligence, and cloud computing, can enhance service efficiency and risk management for service consumption enterprises [2]. - Technology can significantly improve financing efficiency and reduce costs for enterprises lacking traditional collateral [2]. Group 4: Service Model Optimization - Financial institutions should evolve from being mere "fund providers" to "comprehensive service providers," offering value-added services alongside credit support [2]. - Establishing deeper cooperative relationships with service consumption entities can create a mutually beneficial ecosystem [2]. Group 5: Case Study and Future Outlook - The example of Zhejiang demonstrates how local financial institutions can effectively stimulate new consumption vitality through innovative financial products and services [2]. - As policies are implemented, more financial institutions are expected to take concrete actions to direct financial resources towards the service consumption sector, contributing to the transformation and upgrading of consumption and promoting high-quality economic and social development [2].

Core Insights - The course "向上闺蜜圈" by Xiang Tai Chen Lan has gained popularity, priced at 399 yuan, indicating a shift in the entertainment industry towards knowledge-based monetization [1] - As traditional revenue streams like acting and merchandise sales become less profitable, celebrities are transforming their fan base into paying students [1] Industry Trends - The rise of knowledge payment models reflects a broader trend in the entertainment sector, where stars are adapting to changing market conditions [1] - The shift suggests a collective transformation within the industry, as celebrities seek new avenues for income generation amidst increasing competition in content creation [1]

Core Viewpoint - The trend of celebrities selling online courses has gained momentum in the entertainment industry, with various stars launching knowledge-based products to generate income amid declining traditional revenue streams [1][8]. Group 1: Celebrity Course Offerings - Celebrities like Xiang Tai Chen Lan and Yi Nengjing have launched courses priced at 599 yuan, with discounts bringing the price down to 399 yuan, and have seen significant sales, with Xiang Tai's course selling over 5,000 copies and generating more than 2 million yuan in revenue [1][3][7]. - The courses are marketed as personal development and emotional intelligence training, with claims of providing life experiences and philosophies, although the actual content and value have been questioned by consumers [3][7][11]. Group 2: Market Dynamics - The entertainment industry is experiencing a shift as traditional income from acting is declining, with projections indicating a significant drop in box office revenues, prompting stars to seek alternative income sources [8][9]. - The rise of knowledge-based courses is seen as a response to market saturation and changing consumer expectations, with many stars leveraging their personal brands to attract buyers [9][11]. Group 3: Financial Implications - The knowledge payment model is perceived as having lower risks and more stable returns compared to live-stream selling, allowing celebrities to monetize their influence over a longer term [9][11]. - The profitability of knowledge courses is highlighted, with examples such as Wu Yanzu's English course achieving over 5 million yuan in sales within five days, showcasing the market potential for celebrity-led educational products [11]. Group 4: Challenges and Criticisms - Despite the initial success, there are concerns regarding the actual value of the courses, with many consumers expressing skepticism about the practical benefits and the depth of content provided [14][17]. - The knowledge payment sector faces scrutiny over issues like false advertising and refund difficulties, leading to calls for regulatory oversight to ensure quality and accountability in course offerings [15][16].

Core Insights - The report titled "2025 Mid-Year Insights on China's Knowledge Payment Industry" was released by the intelligent service platform Dolphin Knows, focusing on the development of public domain platforms, technological innovation trends, and changes in knowledge creation supply and demand [1][3] - The knowledge payment industry in China is undergoing a critical transformation, driven by evolving market policies, diverse consumer demands, and deep integration of AI innovation, necessitating knowledge creators to accurately grasp industry trends and enhance their service capabilities [3] Knowledge Payment Public Domain Platform Insights - Key public domain platforms are establishing a "strong empowerment + strict regulation" dual mechanism to promote the standardization and normalization of the knowledge payment industry [4] - Douyin has introduced new rules for merchant experience scores and updated promotional regulations for educational products, prohibiting external traffic and false marketing [4] - Xiaohongshu has implemented strict management rules against external traffic and has partnered with Dolphin Knows for ecological cooperation, allowing knowledge creators to manage their courses through their own stores [6] Consumer Insights in Knowledge Payment - The average purchase amount for knowledge payment consumers on Dolphin Knows has increased from 85.74 yuan to 105.7 yuan over three years, indicating a growing willingness to pay for high-value courses [6][8] - The average sales volume of single knowledge courses on Dolphin Knows reached 68.81 times, reflecting a more than 50% increase compared to 2023 [8] Knowledge Creator Insights - Knowledge creators are encouraged to break through information silos and focus on social hotspots, capturing macro trends and changes in consumer demand to identify high-growth content directions [13] - The top knowledge creators are focusing on user demand insights to inform course design, private domain operations to extend consumer value cycles, and collaborative creation with AI to enhance efficiency [14] AI Integration in Knowledge Creation - The knowledge payment creation ecosystem is entering a phase of AI transformation, with creators needing to establish a healthy and scientific human-machine co-creation mechanism [17] - Knowledge creators should adopt a mindset of "AI empowerment for efficiency + self-driven growth," viewing AI as an efficiency executor while continuously enhancing their unique professional value [18]

Core Viewpoint - New Hope has appointed Li Tiantian as an independent director of its tenth board, with a high approval rate from shareholders during the extraordinary general meeting [1][5]. Group 1: Appointment Details - Li Tiantian was elected with a 99.8443% approval rate, including 94.4729% from minority shareholders [1]. - The extraordinary general meeting saw participation from 1,086 shareholders online, despite only three attending in person [1]. Group 2: Li Tiantian's Background - Li Tiantian, known as "Tuo Bu Hua," is a co-founder of the "Get App" and CEO of Thinking Creation, recognized as a leading figure in the knowledge payment sector [3]. - She has over 20 years of professional experience in enterprise management, which New Hope values for enhancing board governance and operational management [5]. Group 3: Strategic Importance - New Hope aims to improve its governance and management capabilities through the expertise of independent directors like Li Tiantian, especially in light of the company's focus on refined management practices [5][6]. - The company has faced challenges in the knowledge payment industry, making Li Tiantian's transition to a traditional industry a potential opportunity for both her and New Hope [5]. Group 4: Challenges and Concerns - Some shareholders express concerns regarding Li Tiantian's lack of experience in the agricultural and livestock sectors, questioning her independence due to her relationships with New Hope's management [5][6]. - New Hope's board includes other experienced independent directors, such as Wang Jiafen and Xie Jiayang, who bring relevant industry expertise [6].