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Recently, Wu Sheng's annual speech "The Explosion of New Species" was held in Beijing. Like previous years, Wu Sheng listed many business cases, conducted analysis and interpretation, and released some predictions.

Among them, Wu Sheng mentioned "Zhang Chaoyang's Physics Class" and called Zhang Chaoyang a "knowledgeable blogger."

Wu claimed that Zhang Chaoyang interpreted change with invariance and dispelled complexity with model thinking, which brought not only knowledge but also insight itself. From "Zhang Chaoyang's Physics Class", we can always see the new direction of knowledge service.

What does "Insight Blogger" mean? What new direction of knowledge service did Wu Sheng see from "Zhang Chaoyang's Physics Class"?

Use model thinking to dispel complexity. Physics is everywhere in life.

When talking about Zhang Chaoyang, Wu Sheng described him like this: "No matter today or ten or twenty years ago, he is a phenomenal trendsetter."

Regarding "Zhang Chaoyang's Physics Class", Wu claimed that he could feel an unchanging underlying logic.

“It doesn’t tell you how important certain knowledge is, but emphasizes the importance of creativity. Don’t let information explode. Thinking, context, and value are the fulcrum of IP, because “creativity is more important than knowledge.”

Wu Sheng believes that no matter how many major events there are, they are actually nothing more than aerodynamics, Maxwell's equations, general relativity or special relativity, and can always be explained by a few constant formulas.

The deconstruction and reconstruction brought about by Zhang Chaoyang's structured thinking gave birth to a new form of knowledge live streaming today - "Insight Bloggers". They interpret changes with the unchanging and demystify complexity with model thinking. They bring not only knowledge, but insight itself.

If you have watched a few lectures of "Zhang Chaoyang's Physics Class", you will find that Zhang Chaoyang is always able to start from the life phenomena and current affairs that the public is concerned about and lead everyone into the world of physics.

In many people's impressions, physics is a "terrible" subject, because it is not only boring, but also very complex, requiring a lot of formulas and theorems to be memorized.

However, "Zhang Chaoyang's Physics Class" allows us to see a different physics.

It is understood that "Zhang Chaoyang's Physics Class" has been carried out for more than 200 sessions. Zhang Chaoyang not only explains professional physics knowledge, but also integrates this knowledge into "daily life" and conducts interesting analysis.

I remember that once when Zhang Chaoyang was talking about "force" and "speed", he introduced the example of "playing billiards". He marked the mass and speed of the ball, and through calculation, he deduced the displacement distance of the ball after being hit.

Another time, the "Seven Planets in Conjunction" astronomical phenomenon caused heated discussion, and many netizens believed that this would lead to excessive tidal forces, rising sea levels and causing floods.

In his live class, Zhang Chaoyang used his professional knowledge of tidal force to explain simply and clearly why the "Seven Planets Conjunction" will not trigger natural disasters.

"Zhang Chaoyang's Physics Class" also explained in a special session at universities that chili peppers with oil taste better when drizzled with boiling hot oil because high temperature increases the activity of spicy molecules; hand-broken mutton soup steamed buns are more fragrant because the contact surface is larger than that of machine-cut ones, making it easier to absorb flavor; Chongqing hot pot with vermicelli is too spicy because the vermicelli has a large area, resulting in a strong adsorption capacity for spicy food; the same principle applies to tweed coats and long hair that tend to have a smell after eating hot pot.

Zhang Chaoyang's explanations always start from life scenes, making everyone realize that there is so much physical knowledge behind many familiar natural phenomena.

This method not only lowers the threshold for understanding, but also arouses the public's interest in learning.

A Douban netizen commented that "Zhang Chaoyang's Physics Class" takes into account both the professionalism and fun of physics knowledge, making high-end knowledge universal.

"Zhang Chaoyang's Physics Class" has indeed achieved the goal of demystifying complexity by using model thinking.

In addition, Zhang Chaoyang also discussed the popularization of physics and the cultivation of physical intuition with physicist Xu Yihong in the live broadcast room of "Zhang Chaoyang's Physics Class". When talking with the famous string theory expert Cumrun Vafa, he discussed the changes in the physical view of space and time. He also attended the International Conference on Basic Sciences and exchanged ideas with academic giants such as Edward Witten, Alexei Kitaev, Subir Sachdev, etc., discussing the frontiers of physics and future development, bringing academic knowledge to the general public.

The development of hard technology requires professional subject knowledge. Sohu Video leads the new trend of knowledge services

Wu Sheng pointed out that the new direction of knowledge services can always be seen from "Zhang Chaoyang's Physics Class". He believes that insight into the industry and co-building expertise are the main battlefields of Sohu Video's long-term trend.

Judging from the historical laws of scientific and technological innovation, there is roughly a cycle of scientific and technological innovation every ten years.

Hard technology has become an important keyword for my country's industrial transformation and development, and is also a hot investment spot in the capital market.

This means that the hard technology sector is undergoing rapid development and change, becoming a key driver of economic growth and innovation.

On the one hand, it is in a technological innovation cycle. Artificial intelligence, quantum computing, biotechnology, autonomous driving, new energy and other fields are developing rapidly and the competition is fierce.

On the other hand, it is also in the market demand cycle. With the growing demand for efficient, intelligent and precise solutions in various industries, the market space for hard technology products and services continues to expand.

If you want to stand out in this cycle, you need to use some "tricks" to break through industrial changes.

For example, breaking down barriers between different technological fields, promoting technological integration, and realizing cross-field collaborative innovation; optimizing the industrial chain structure, eliminating redundant links, and improving the efficiency and coordination of the industrial chain; reducing R&D risks, predicting and avoiding potential problems in advance during the R&D process, etc.

In this context, physical thinking becomes increasingly important.

Because physics thinking starts from the underlying logic to find the root of some problems or phenomena.

First of all, physics thinking emphasizes the exploration of the nature of things, and focuses on understanding and explaining a phenomenon through observation, experiment and theoretical deduction.In business, this way of thinking can help companies analyze problems more accurately and grasp the internal laws of things.

For example, in product research and development, the use of physics thinking can help us gain a deep understanding of the properties and physical principles of materials, thereby developing more innovative and high-performance products.

Tesla CEO Elon Musk once said that Tesla encountered a problem during the development of electric vehicles. The battery cost was high. At that time, the market price of energy storage batteries was $600 per kilowatt-hour. Musk started from the most basic point, disassembled the battery into various metal elements and other components, and then calculated the price of these raw materials together. In the end, he found that if he directly purchased the raw materials of the lithium battery pack and combined them together, it would only cost $80 per kilowatt-hour.

Using physics thinking to look at the world can help us see through the fog and quickly see the essence of things. We can penetrate the phenomenon and find the basic logic and laws behind the problem to be solved. Through deconstruction and reduction, we can break up a larger system into modules, and then reassemble these modules according to their functionality to find a solution to the problem.

Secondly, for the hard technology industry, professional subject knowledge is the foundation, the core, and the breakthrough point for innovation.

Hard technology is a cutting-edge high-tech frontier. It is different from the virtual world composed of Internet innovation models and belongs to the physical world composed of scientific and technological innovation.

The development of hard technology often relies on a deep understanding and application of basic scientific principles. For example, in the semiconductor industry, in order to achieve continuous reduction in chip manufacturing process, it is necessary to rely on expertise such as quantum mechanics and materials science to develop new materials and manufacturing processes. Without these disciplinary knowledge, innovation is out of the question.

Professional subject knowledge is also the key to ensuring the quality and performance of hard technology products. Taking the aerospace field as an example, the design and manufacture of spacecraft requires precise knowledge of mechanics, thermodynamics and fluid mechanics to ensure its reliability and safety in extreme environments.

In addition, professional subject knowledge can help the hard technology industry reduce costs and improve efficiency.For example, in the field of new energy, mastery of electrochemical knowledge can help develop batteries with higher energy density and longer life, thereby reducing costs and improving energy efficiency.

Professional subject knowledge plays a decisive role in the hard technology industry and is a core element in promoting industrial development and enhancing competitiveness.

"Zhang Chaoyang's Physics Class" is just like this, using basic physics and mathematics knowledge to study the nature of the world and decipher the scientific principles behind all things in the universe, daily life and industrial technology.

Zhang Chaoyang also said that innovation is closely related to basic scientific research and basic mathematical calculations. Only by knowing the why and the why can we change and reform the product structure. "In the process of innovation and improvement, it is not enough to apply the formulas of predecessors. Only by fundamentally understanding physics and performing calculations can we truly achieve innovation."

How does Sohu Video plan its layout? How does it gain insight into the industry and build professional skills?

Currently, short videos and live broadcasts are mostly focused on selling goods and general entertainment, but Sohu Video has taken a different approach.

In 2019, Sohu Video launched a series of general knowledge live broadcasts in general knowledge fields such as culture, automobiles, law, mother and baby; in 2021, Sohu Video Live began to comprehensively build a knowledge live broadcast platform, achieving deeper accumulation in the field of professional knowledge.

At the end of 2021, "Zhang Chaoyang's Physics Class" started live streaming. It won super high popularity with its high-density knowledge output, and was on the hot search list many times, becoming an industry model for knowledge live streaming.

Afterwards, Sohu Video launched "Dialogues Under the Starry Sky" and "Science Lecture Bureau". With its persistence and deep cultivation of knowledge, Sohu Video has become a special existence in the Internet field.

Unlike other live streaming platforms, Sohu Video covers both depth and breadth in popular science, and its content is serious but not monotonous. Here, you can see Chinese manned space engineering experts deciphering the aerospace encyclopedia from the delicate perspective of female scientists, a botany doctor from the Chinese Academy of Sciences showing the vegetable market and the natural history in the Book of Songs, and cultural scholars full of Chinese studies sharing life strategies, folk traditions and Zhouyi thoughts in daily life...

Today, these innovative knowledge live broadcast contents have formed a powerful IP matrix, allowing Sohu to embark on a differentiated live broadcast path.

At the same time, the live broadcast industry has begun to differentiate into sophisticated and vertical fields, and the knowledge service track will also usher in a "new era".

First of all, Sohu Video already has 11 major content sections, including "Astrophysics Lecture Hall", "Medicine, Health and Sports", "Science Learning and Application", and many other thematic column IPs, such as "Science Lecture Bureau", "Life Sciences for Everyone", and "Mathematics Around You", covering all aspects of people's lives. Sohu Video has great advantages in content planning and packaging.

Secondly, for the live broadcast market, the demand for knowledge live broadcast has always existed.

In recent years, a number of short video platforms have launched knowledge support programs and began to consciously cultivate their own science anchors.

This shows that users have always had the need to "learn", and knowledge live streaming may quickly rise to become another high ground in the live streaming market.

In the field of knowledge services, Sohu Video adheres to the attitude of "deep cultivation and meticulous work", based on hard-core knowledge, allowing users to truly learn something while effectively attracting seed users and core sticky groups.

Knowledge services require Sohu Video.

In addition, Sohu Video's content IP has begun to step out of the circle, penetrate into the industry, and cross over into other fields.

For example, during the Beijing Auto Show, Zhang Chaoyang brought his physics class to the show, using physics to analyze Chery's hybrid technology and calculate the wind resistance of Xiaomi SU7.

In "Dialogue on the Snow Mountain", Zhang Chaoyang explains the technological advantages of BYD's lithium batteries from a physical perspective.

In "Fresh Dialogues at 47° North Latitude", Zhang Chaoyang starts from the fact that black soil is suitable for the growth of organic forage and silage, and that cows drinking natural weak alkaline soda water are more conducive to producing good milk, revealing the secret of the "freshness" of Feihe milk powder.

Sohu Video's innovative knowledge service content is not just empty talk, but can go deep into the industry, explain various phenomena from the essence, and use professional subject knowledge to build expertise together with the industry.

At the same time, more and more business "scientists" are also beginning to participate. Products like Sohu Video can resonate professional knowledge with the hard technology industry and will be a new trend in knowledge services.

The combination of scarce IP with built-in BUFF can achieve twice the result with half the effort

Zhang Chaoyang once said that new media has never been so rich and three-dimensional as it is now, and its dissemination has reached an unprecedented scale and state. In this case, every field of knowledge is being subverted by new media. For example, many scientists in the past have now become Internet celebrities or self-media, and this trend has just begun in China.

As Zhang Chaoyang said, every field of knowledge is being disrupted by new media.

On the one hand, short videos and live broadcasts have attracted a large number of users and have become an important way to spread information and entertainment; personalized content recommendations based on big data and algorithms have made the target audience clearer; and live broadcast interactions have increased user engagement and stickiness.

Influenced by new media, this is no longer the era where “good wine needs no bush”.

On the other hand, knowledge-based IPs have long been everywhere. As early as 2021, general knowledge content on various video platforms has been overwhelming.

But quantity and quality are two different concepts, and IPs of big names like Zhang Chaoyang are still scarce. He is the "godfather" of Internet entrepreneurship, and has his own traffic both in the industry and at the public level; and after becoming a "physical Internet celebrity" in the past two years, his audience has expanded beyond the circle to include those born in the 1990s and 2000s. His IP is three-dimensional and rich, not just an ordinary Internet celebrity with traffic.

In the past, we often said that "the end of internet celebrities is live streaming and selling goods", but Zhang Chaoyang showed us that "the end of internet celebrities is also knowledge dissemination".

At present, the IP of "Zhang Chaoyang's Physics Class" has become more and more three-dimensional, and has gradually become a representative force in the popularization of physics in China, making up for the lack of popular science content about physics in the Chinese Internet world.

The IP of "Zhang Chaoyang's Physics Class" has successfully gone viral, proving the feasibility and potential of knowledge live broadcasting. This provides a reference for the creation of other knowledge IPs.

In addition, Zhang Chaoyang's IP marketing method is different from traditional advertising. He attracts users' attention and trust by outputting valuable content, thereby achieving brand promotion.

This content marketing method pays more attention to user experience and value delivery, and can effectively improve marketing effectiveness and user satisfaction.

This also provides a new marketing idea for other industries.

Wu Sheng mentioned in his speech that a large number of founders are both product managers and important "front desk staff".

In Wu Sheng's opinion, Zhang Chaoyang's frequent appearance in the front row of major press conferences is by no means accidental or a way to show his presence, but a trend that is both unfathomable and simple and accessible.

Wu Sheng believes that we need to make use of more professional division of labor in society to turn scarce and valuable IPs like Zhang Chaoyang, who have witnessed the Internet's innovation all the way, into companions and partners of our own IPs.

In fact, this is indeed the case. The hard technology industry often faces the problems of low public awareness and difficulty in popularizing science.

As a well-known entrepreneur and public figure, Zhang Chaoyang has a huge amount of traffic and attention. By combining with a scarce IP like Zhang Chaoyang, the influence of this IP can be used to rapidly expand the social recognition and influence of the hard technology industry and attract more social attention. It can provide a better publicity channel and display platform for the hard technology industry and help hard technology products, concepts, and achievements to be better displayed to the public.

Another example is Zhou Hongyi. The cybersecurity tycoon crossed over to talk about cars and became a "top figure in the car circle."

Zhou Hongyi established his own "not pretentious, not a bit silly" persona, positioning himself as a user who "can't drive, sits in the back seat to experience", interacting with new energy vehicle companies, experiencing domestic new energy vehicles from a user's perspective, and using some easy-to-understand words to explore the "black technology" behind them, allowing many people to have a better understanding of new energy vehicles. It can be said that everyone is a winner and everyone is happy.

Lei Jun's crossover to the car industry has attracted much attention. From the "billionaire president, open my car door" when Xiaomi SU7 was launched to his appearance at the "Beijing Auto Show" and becoming the center of attention, he made many people realize that making products requires listening carefully to the voice of users.

Why can Lei Jun succeed in making cars? Because he uses Internet language to explain the technology of cars. For example, Xiaomi can make users understand the parameters of mobile phones by using a 9,100-ton die-casting machine and a super motor with more than 20,000 revolutions. Lei Jun's "dimensionality reduction" in marketing has attracted many CEOs of traditional car companies to learn from him.

Bigwigs like Lei Jun, Zhang Chaoyang, and Zhou Hongyi come with their own traffic, resources, and other BUFFs. By combining with scarce IPs like them, many things can be done with twice the result with half the effort.

Grasping such scarce IP is equivalent to gaining an advantage.