Pay is questioned, how does the National Dictionary app transition move on?

June 11, published by the Commercial Press, the Chinese Academy of Social Sciences in the language of the revised "Xinhua Dictionary" app officially launched. It is reported that the app has two features, one is to provide dynamic and static two standard stroke order, and support screen and write, second, by professional broadcasting to more than 10,000 Chinese characters to broadcast read, users can also click the Reading key to test their accuracy of Putonghua.

As a "national dictionary" with almost one hand as a child, "Xinhua dictionary" has an immovable position in the minds of Chinese people. The application of the online nature by many netizens ' attention, but it is surprising that the focus of the Netizen is not "national dictionary" finally keep up with the times, but to point to the app's charge price, netizens said it is difficult to accept the minimum fee of 40 yuan of "Xinhua dictionary" App.

The knowledge pays to perform, "Xinhua dictionary" app charges how to be questioned?

With the advent of the age of knowledge payment, more and more people are willing to pay for knowledge. Aside from the knowledge paid, pay for the game entertainment of the few people, even in this aspect of pay more than in the knowledge of the pay more, but why the Netizen did not buy "Xinhua dictionary" app account? The reasons for this are as follows:

First, there are more convenient and free alternatives, such as Baidu. Many netizens think, encounter will not be the word Baidu a search can know, even if the content of Baidu is not necessarily hundred correct, but basically can meet the needs of users, why spend more than 40 dollars in the purchase of the app.

Second, similar query software, such as Youdao, Jinshan, etc. is also free of charge. To Youdao dictionary, PowerWord and other similar query software for example, the two of the query function are free, usually used for free, "Xinhua dictionary," A fee, it is hard to accept.

Third, the feelings "too expensive" can't afford to buy. Although, "Xinhua dictionary" app at the beginning of the launch, and no main feelings, but because of its natural sense of the age, it is difficult to let people do not associate it with feelings. The ability to turn the mood is really strong, but it is based on the relative function and valuation of the product, and if it violates this logic, it is difficult to gain a foothold in the market. And in the commercial marketing "to enhance user experience and value for the ideal" feelings, there is nothing wrong, but if this sentiment lacks sufficient technical support, lack of user habits and user experience of respect, easy to become empty and nothingness.

Its four, the use frequency is not high, the additional function fresh seldom. And do not say "Xinhua dictionary" app Inside the derivative function is more complete and valuable, first of all to consider how many people need to use these features. and a dictionary, usually use the opportunity is not much, why spend 40 yuan to buy a infrequently used products.

Intellectual property rights, app fees are rightfully

It is understood that "Xinhua dictionary" is China's first vernacular interpretation, with vernacular examples of the dictionary, since its publication in 1953, after more than 10 revisions, reprinted more than 600 times, issued more than 567 million copies, is the world's highest circulation reference book. And in 2016, the Xinhua dictionary won the "Most Popular dictionary" and "best-selling book (regular revision)" Two Guinness World Records.

With all the hard work and the honors, we have to talk about intellectual property. Today, the protection of intellectual property rights is a self-interest national strategy, and respect for intellectual property rights is everyone's obligation. In the present, the advent of a small app still needs a lot of manpower and technical support, then like the "Xinhua dictionary" app Such a large amount of software products, the need to pay behind the technical and human costs can be imagined. Paper books still need to support, so the app should not force it?

It is not difficult to understand that, regardless of "Xinhua dictionary" has a strong cultural communication role, its essence is a commodity. Under today's market economy, it is legal to participate in the market circulation, as long as its pricing does not exceed the legal provisions of the reasonable price range, regardless of the publishers to give a high price is allowed. Moreover, even the paper version is not free, so it is a bit too far-fetched to ask the app to be free for people to use. In addition, some people for the dictionary forcibly attached to the title of the public welfare culture is inappropriate, when the intellectual property rights and public welfare culture collision, should take due account of the behavior boundary between the two. Here, the interests of culture when making concessions, intellectual property first is reasonable.

And from another point of view, the app and the paper version are two different attributes, the target population is inconsistent. In the autumn of 1970, the state revised the Xinhua dictionary to be urgently needed for students and peasants. Therefore, "Xinhua dictionary" paper version of the publication, the target population from the top to the old down to small, the original intention is to facilitate people to read a few words. and the target audience of the app is certainly facing the high-level crowd, this group of people has certain consumption ability, for the knowledge checkout but can enhance their content copyright consciousness.

Moreover, now is not the hand of a dictionary can be "passed down from generation" era, spend 40 yuan can be used forever, the value of this is not comparable to the paper version. For example, the Oxford Dictionary, Longman, Collins app are also paid, and the price is not low, "Xinhua dictionary" app charges compared to these apps cost is already very affordable. Netizens are willing to pay more than 40 dollars higher than the cost to buy these apps, indicating that they are willing to pay for it, so the main contradiction is still in charge of the way contrary to the original intention of netizens. Therefore, changing the charging mechanism is the most effective way to solve the current "Xinhua dictionary" app.

Xinhua dictionary app or should use the Internet thinking to docking market

As "Guangming Daily" comment on the public opinion event: "Xinhua dictionary" app Charging is not a problem, how to collect is. Open the mobile app market, Youdao dictionary 190 million people in use, scoring four stars and half; Xinhua dictionary 10,000 People downloaded, rated 1 stars, the content of the comments of netizens is mostly squalling. The same is the software reference book, why the gap is so big? This is closely related to the "Xinhua dictionary" app's Internet thinking.

What should the real Internet thinking do? First of all to admit that many reference books are copyrighted, but also to talk about costs, charges are reasonable, and the information on the Internet is a mixed, official version more authoritative, also worth paying.

But throughout some of the most practical tools dictionaries, the use of the app version has been widely used for free. For example, Oxford and Cambridge published the English-Chinese dictionary, some integrated professional dictionaries, not only to provide free electronic version, but also can be embedded in the mobile phone system and reader, can either scan recognition, or tap the word. There is also a need to pay for them, but the ability to unlock them through such means is often a real premium service, such as virtual classrooms, online education, and so on. This kind of internet thinking not only avoids the piracy, but also promotes the competition between the app, really realizes "not only buys the dictionary, but buys the service". If the basic function of Xinhua dictionary is free and open, I believe more and more consumers will be willing to pay.

In addition, "Xinhua dictionary" app to overcome the competition, but also need to consider the needs of users. In a large number of similar free apps flooded the market premise, "Xinhua dictionary" app If you do not adjust the charging mechanism in a timely manner, will gradually be marginalized or even eliminated the market. "Xinhua Dictionary" app If free to open basic query vocabulary features, and other derivative functions of the charge, will be able to recover a large number of charges due to the current loss of download users.

For the "Xinhua Dictionary" app, the increase in the number of users due to free use and the gradual strengthening of user stickiness are a process of increasing marginal income. Therefore, the "Xinhua Dictionary" app developers only need a little bit to be impatient, follow the previous model to go to the stability of the win, the immediate charge is too risky, lost many users do not say, the recovery costs of the front line may also be elongated.

Paid app pricing will become more and more marketable, the fittest is the inevitable trend

At present, the traditional paper-quality knowledge base urgently needs to find a new way to the Internet, and the distribution of Xinhua dictionary app is the trend. However, the main task of the Xinhua Dictionary app is not only to keep up with the pace of the Internet era, pay attention to consumer demand, and provide more pro-people services is not negligible. Because in the Internet market economy, in the final analysis or the user to decide, to meet the needs of users, and then more excuses can only become empty talk.

The convenience of the mobile app is highlighted relative to the heavy, traditional paper version of the dictionary, and can be queried anytime, anywhere. And the app also comes with other value-added services that are not available in the paper reference book. However, according to the current "Xinhua dictionary" app can only be free to query the function of two words a day, it means that users in the case of no money even the most basic use of functions can not be guaranteed. This situation virtually creates a drop in the use of psychology, but also eliminates the need to provide users with marketing experience links.

Today the market many of the irregular app software, mostly filled with a variety of "psoriasis" ads, not only affect the user experience, but also easy to poison the physical and mental health of teenagers, such a cheap app sooner or later with the market and technology progress is eliminated, and "Xinhua dictionary" app If not pay attention to consumer experience, Will slowly disappear.

In the future, the operation of the app will be more refined. With the gradual disappearance of the demographic dividend, the new app is difficult to squeeze into the market, the existing app also to the peak of growth, so the "Xinhua dictionary" app suddenly appear inevitably have a "gig" suspicion, this suspicion stems from the consumer dissatisfaction with its charge form. Therefore, "Xinhua dictionary" app to be a foothold in the Internet market, access to consumer recognition, development and application must be more focused on the direction of consumer experience development. After all, you are making progress and other apps are not. So as long as the premium app is constantly upgraded to provide better service, its future added value will be limitless. As for the "Xinhua dictionary" app Current fee form can go how far, let us wait and see.

Liu Yan, Zen Road ponder Internet, public number: liukuang110

Pay is questioned, how does the National Dictionary app transition move on?