However, at 202 1, the situation changed dramatically. At the beginning of the year, the website of the State Supervision Commission of the Central Commission for Discipline Inspection issued a document pointing to the phenomenon of intensive online education advertisements. It is also mentioned that data show that in the first nine months of 2020, the total investment of Ape tutor, homework help and Xueersi online school in advertising and sales reached about 5.5 billion yuan, more than twice that of the same period in 20 19. Also in June 5438+ 10, online education institutions such as homework help, Ape Tutoring, Gaotu Classroom and Qingbei Online School overturned because of an advertisement.
With the strict investigation and rectification of the chaos of teaching and training advertisements by relevant departments, many online education institutions have made adjustments in advertising, which not only tightened the control of advertising content, but also slowed down the frequency of advertising.
Advertising is limited, and online education is facing more severe customer dilemma. There is an urgent need for institutions to find new ways to increase users.
Looking back on the online education marketing wars in the past few years, everyone has spent a lot of effort on information flow, especially the players on the Enlightenment Track and the K 12 Track. In contrast, the investment and attention of various e-commerce platforms are not obvious. Because of the long consumption chain of educational products, users have higher requirements for the effect in a fixed period of time, the cost of trial and error is also high, and the decision-making cycle is often not short. However, e-commerce is more of a consumption scene and lacks a learning scene. If online education institutions want to make a difference in it, they need to increase investment in activity operation and user operation, build brands and win the trust of consumers.
Therefore, in the hot years of e-commerce, although several major e-commerce platforms have created amazing shopping festivals again and again, in these scenes, teaching and training institutions are not the protagonists. Looking at the whole teaching and training industry, in the past, only the adult education business achieved good marketing effect on the e-commerce platform, and the institutional participation of K 12 education and enlightenment education was not high.
However, this year's situation is very different. After the information flow was forced to decrease, educational brands vigorously intervened in the "e-commerce+live broadcast" mode. During the 6 18 e-commerce shopping festival in the first half of the year, many educational brands were warmed up nearly one month in advance, and the content was broadcast live by famous teachers to enhance users' cognition and export brands.
The full investment of teaching and training institutions has also left a deeper trace on the e-commerce platform. According to the information released by Taobao Education, online classroom consumption increased by 2 1 times in the first hour of pre-sale on 6 18. On the first day of pre-sale, 56% of online courses were sold in the live broadcast room, and the live broadcast course in homework help Middle School became one of the popular courses. During June18, the number of users searching for courses on Taobao platform reached10 million, and the course turnover increased by nearly 100% year-on-year.
Some insiders have analyzed that online customer acquisition essentially tests the organization's delivery and operational capabilities. In the past, the information flow that online education institutions relied most on was a typical mode of heavy delivery and light operation, and its delivery leverage was completely filled. Nowadays, under the situation of stricter supervision, online education institutions should gradually start to change to a relatively low-leverage way in the choice of marketing methods, and e-commerce is one of them.
Nowadays, online brands such as homework help K 12 and Zebra in the enlightenment stage have the potential to increase e-commerce. Each family's gameplay has also changed a lot compared with the past information flow.
In the past, online education institutions vigorously promoted low-cost drainage courses when putting in information flow, but the transformation process from low-cost courses to regular-priced courses was no small test. Entering the e-commerce platform, online education brands sell more products and attach great importance to the promotion of regular-priced courses. At present, the proportion of regular-priced courses in the e-commerce live broadcast room is very high.
Take Zebra as an example. The products promoted in its Taobao live room are not only experiential and systematic versions of courses such as thinking, English, reading and art, but also painting supplies such as markers and watercolors. While the anchor introduced the course rights and interests, course characteristics, preferential strength and other information in detail, the background board in the live broadcast room constantly recommended single-subject, double-subject and three-course systematic courses. According to observation, during Zebra 6 18, Taobao live room was watched by more than 654.38+10,000 people for many times, and the number of people watching the live room on weekdays repeatedly exceeded 10,000. According to the information in the live broadcast room, the thinking system course with a price of 2,600 yuan is an explosive product in the live broadcast room.
From the sales results, many online education brands' regular-price courses are popular on e-commerce platforms. According to the sales ranking of zebra Tmall flagship store, thinking system course, English system course and reading system course occupy three seats in the top four products in the store's hot-selling list. In the Tmall flagship store of Spark Thinking, the top sales volume is the system course package with a price of 5,980 yuan. The flagship store of homework help Live Class is the best seller of the first class from grade two to grade six in primary schools, with the price of 1998 yuan.
Under the background that it is generally difficult to get customers in the industry, having an e-commerce platform with a monthly activity of hundreds of millions may become an important traffic channel for online education institutions. However, online education institutions should explore more operational possibilities if they want to acquire customers with low cost and brand reputation and ensure the growth of enterprises.
Some insiders said that the mode of education+e-commerce operation has always existed, and it will rise recently because the way of teaching and training institutions directly transmitting information flow has been blocked. But in essence, this model is not much different from information flow, because if e-commerce live broadcast and store operation want to be effective, they must also advertise, but the leverage is smaller.
The above-mentioned insiders believe that the industry is currently in a period of rectification and funds are limited. All marketing models with too much leverage will be compressed. E-commerce is a transitional stage, after which the leverage will drop again.
Last year, a number of online educational institutions frequently received large investments, and their investment budgets were relatively adequate, mainly covering a wider range of contacts through burning money marketing. However, under the supervision, the attitude of capital towards online education has turned cold, and online education institutions need to consider the distribution of users in marketing and accurately obtain customers. It is observed that since the beginning of this year, many online educational institutions, such as Netease Youdao, have started to go offline, and opened up customer channels through offline experience centers, ground promotion, and cross-industry cooperation. In the future, the industry will shift to the direction of heavy operation and light delivery.