In 2020, a sudden epidemic prevented students from going to school normally, and online education became more and more popular, making it the first choice for students to study after class. The online education market in China is growing year by year.
This paper analyzes the competing products of three online education products: New Oriental Online, Learning and Thinking Online School and Ape Tutoring.
From the online architecture and functional diagram of New Oriental, we can see that in addition to the basic functions of course selection, New Oriental provides users with complete auxiliary functions, including WeChat learning reminders, which is very warm. The courses in New Oriental are mainly Chinese, while the courses in primary and secondary schools.
The screening function in the course selection function of Xueersi online school is well done, and users can screen according to their needs, saving time. The two basic functions of course selection and study are well done, and there are many additional functions in "My", which is an educational product of k 12, mainly aimed at junior high school students.
Ape tutor is simple as a whole, but the elective learning function is complete, small and exquisite. It's an educational product of k 12, and its topic is the topic of college entrance examination. Course selection provides a lot of special training, which is complete and uncomplicated.
(1) Gender: From the perspective of gender, the proportion of users of the three products is basically the same.
(2) Age: From the age point of view, the three products have the largest number of users aged 24 and below, which is also in line with the situation of learning and thinking online school and ape counseling for junior high school students. In addition to junior high school students, New Oriental also has training programs such as language learning, which are also aimed at young people.
(3) Geography: From the perspective of a single city, there are more users in first-tier cities such as Beijing, Nanjing, Guangzhou, Shenzhen and Shanghai. Like offline education, parents of children in first-tier cities have not neglected online education.
(4) Analysis of users' usage time: The users' monthly usage time of the three products is increasing, and the future development of online education cannot be ignored.
Learning and thinking online schools and ape tutoring have more market share and users.
The above five pictures show the general process of using New Oriental online course selection. Take the IELTS course as an example. Select IELTS in the course selection page to enter the IELTS course list page, then select the appropriate course, register immediately and enter the payment page. After payment, the course selection is completed.
The above five pictures are the general steps of selecting courses in the online school of learning and thinking. On the course selection page, first determine the grade, and then select the math subject, and you will enter the list of senior three mathematics. Select the required course and register immediately to enter the payment page. After payment, the course selection is completed.
The above four pictures are the general steps of ape tutoring course selection. First, choose Grade Two, then choose biology course, and a list of courses will appear. Choose courses as needed. There will be a delivery address that must be filled in on the payment page, which is convenient for subsequent mailing of learning materials. After the payment is completed, the course selection is successful. Ape tutoring style is simple, clean and impressive.
New york Stock Exchange: edu
(1) adopts B2C e-commerce mode, which directly faces consumers' content marketing, making transactions more convenient, faster and better serving consumers.
(2) Use free courses and low-priced courses to attract consumers, increase user stickiness, retain users for the platform, and cultivate potential consumers of high-priced courses.
(3) The team's star teachers are conducive to improving the popularity of New Oriental, and the inspirational speech of the platform encourages young people to open the popularity of New Oriental and attract users.
XRS online school
(1) small-scale enrollment, hunger marketing, but also to ensure the quality of students, and then use the role model effect of top students to promote enrollment, while parents conduct social marketing.
(2) Starting from grade one instead of grade three can improve students' attendance rate and continue to choose online classes here.
(3) Retain excellent teachers and improve their influence through the Internet, so as to attract students to set an example for them.
Yuan tutoring
(1)ape tutorial series products also include ape question bank and small ape search questions. Users who search questions are diverted to ape tutorial, and marketing is realized by users buying lessons.
(2) advertising
New york Stock Exchange: edu
(1) educational content sales
The course content of New Oriental Online has independent intellectual property rights and gains profits by selling content services.
(2) Build an online school service platform.
Provide learning support services for universities and other educational institutions to carry out distance education.
XRS online school
(1) course content sales
Yuan tutoring
(1) course content sales
Each of the three online education products has its own advantages. Network education focuses on stimulating students' interest in learning and improving their academic performance. It is not suitable for other activities that distract students too much. Whether it is profitable or not depends more on the ability of users to purchase courses, with the focus on competing for customer resources. Although there will be a limit on the number of people in the same course, if it is below the limit, the more people buy the course, the more money the platform will earn and the operation will have to work hard.
(1) The course is forwarded to the circle of friends to get coupons, old users buy new courses to get coupons, and old users recruit new users to get coupons.
(2) Weibo is a social platform. Doing homework punching in Weibo can not only supervise students' study, but also spread the influence of the platform through Weibo, thus enhancing their popularity.
(3) Cooperate with schools, provide sponsorship to school associations, and accurately promote products.
(4) Improving the quality of teaching and improving children's academic performance is the most powerful way to prove it, and parents can spread the word of mouth.
The education industry has always been an enduring industry. In the future, the scale of online education industry will expand a lot, with more consumers and full of hope. But it is also a challenge, and competitors will increase. Online education platforms such as Kaobo, massive open online courses, excellent courses and Tencent classroom are also very hot. We can't underestimate our enemies. Maintaining our existing advantages, expanding our advantages, or carrying out reforms are all issues worth pondering. New Oriental Online is one of the early online education platforms, with good reputation and popularity. The teaching mode, which focuses on language teaching and supplemented by the promotion of various disciplines, is suitable for all ages and can meet the needs of more users.
Learning and thinking online school is a good future product, including educational products such as learning and thinking, parental help, learning and thinking, and so on. Good future is a dedicated educational product. It is more systematic and wants to do better by subdividing educational products. Learning and thinking online school is a k 12 educational product, which is mainly aimed at extracurricular tutoring of junior high school students and provides a full range of courses. You can always find the right class here.
Ape tutorial interface is simple, and app provides necessary functions, which is more conducive to students' fast and effective learning. Ape series products, such as Little Ape Search, are also relatively comprehensive and systematic educational products. There are few types of courses for ape consultation, and there are also special exercises.