First of all, briefly introduce "online English". As the name implies, "online education" is different from the traditional offline English training institutions, which solves the time and space constraints of English training, and in most cases, the cost of users is lower than that of offline training institutions. Because of these advantages and Chinese people's understanding of the importance of children/themselves learning English, online English education, a big cake in the vertical field, has been sought after by many entrepreneurs, and a number of listed companies (such as 5 1Talk) have also been born.

Get to the point, discuss several important issues one by one as follows:

1. What kind of needs does online English education meet for users?

2. What are the advantages and disadvantages of online English compared with offline English?

3. Online English subdivides rivers and lakes. What are the main styles of play at present?

4. How to make online English products? I'll write in the next issue, and I think there will be more to talk about. )

"Online English" products will eventually be classified as "payment for English learning knowledge" to meet the demands of users to improve their/their children's English ability. Generally speaking, improving English ability is not only a skill appeal, but also a psychological appeal.

Users of different roles have different ultimate goals to improve their English ability. The Student Party hopes to help them get good grades in English exams (CET, TOEFL, IELTS, GRE ...) and increase their chips by improving their English hard power. People in the workplace hope to improve their English level and increase their competitiveness in the workplace; Of course, there are other purposes, such as learning English well and traveling abroad to facilitate communication; Or a personal interest.

There is a brief mention of this problem at the beginning, and the comparison between the two is summarized as follows:

As can be seen from the above summary, the product's "time and space constraints, customization, supervision and learning effects &; "Learning cost" is something that users feel personally, which will affect users' final evaluation of products and is also a key issue that product designers need to consider.

Online English has different ways of playing according to different target users. Here are some simple explanations:

. ? 5 1 dialogue. It has been listed on NYSE, focusing on young people's English learning and foreign teachers 1 to 1 teaching. At present, there are many similar products, such as VIP kid, Dada English and Ahsoka English. The main differences are the price, the source of teachers (foreign teachers in Europe, America/Southeast Asia) and parents with different consumption habits. This kind of gameplay is relatively heavy, and the platform and the teacher share the profits, but the learning effect perception brought to the users will be more intuitive and profound.

. ? Speak English fluently. Through English proficiency testing tools+advanced recommendation algorithm+massive English video resources+various fun games+supervision mechanism+learning atmosphere &; The style of "creating a sense of ceremony+checking the effect of phased learning" allows users to acquire knowledge with low threshold and low cost in a relaxed atmosphere, and finally improve their English skills and gain a large number of loyal users. At present, there are similar "speak a little English" and "speak more English", and the main publicity points of different products are different. "A little English" emphasizes learning English unconsciously through entertainment (brushing videos and learning English), but in the whole learning cycle of users, many details of this product are not as good as fluent English and need further polishing. "Speaking more English" is similar to speaking English fluently, and all products emphasize the improvement of "spoken English". The specific app has not been experienced in depth, but if the product form is similar to fluent English, then the probability of the product rushing out of the battlefield is too low.

. Others. Other dimensions emphasize the improvement of English ability, such as Bai Jian Ci, which focuses on improving vocabulary, and Mint Reading, which focuses on improving reading ability (both belong to the same company).

From the above, we can roughly understand the main forms of "online English" products in the market at present, and all dimensions are facing a fierce battle. If new products want to rush out, we must first break through these obstacles. However, in view of the fact that there are no particularly prominent giants in some dimensions at present, there are still some opportunities if the operation is done properly.

In the next issue, we will discuss how to make "online English" products well. I hope you can correct me, thank you!