The learning machine market ushered in a new wave.
After the "double reduction", the teaching and training market quickly cooled down, but the learning machine market was booming.
On September 13, Lisi AI, a unicorn enterprise in the field of AI education, announced that relying on a series of products such as learning machines, it has achieved more than 40,000 sets of intelligent hardware sales in the past six months, with terminal sales of about 300 million yuan.
Iflytek has also made brilliant achievements.
On August 22nd, the semi-annual report of 2022 released by Iflytek showed that the sales of AI learning machines increased by more than 10 1%.
With the deepening of the dual emission reduction policy and the change of students' learning style, the market prospect of learning machines is promising.
Not only traditional learning machine enterprises such as Reading Lang are accelerating their pace, but also many education and training enterprises regard it as the main breakthrough path of reform. In addition, internet technology companies have entered the game one after another, and the learning machine course has shown a "fairy fight" situation and entered the AI ? ? era.
"God quarrels"
"Advanced, Xia Wo, Iflytek, Redding Lang, almost all learning machine products on the market have been tried.
"I saw advertisements for various learning machines on elevators and mobile phones." AI Precision Science advocates improving learning efficiency. "After watching videos of various brands planting grass, I finally bought something suitable for children," Mu Shi of Beijing told the educational administration teacher.
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Implement the "double drop" policy in 2020. After the closure and transformation of many off-campus educational institutions, many parents, like Ms. Shi, feel that "the pressure to guide their children's learning has doubled", and more and more parents buy learning machines to assist their children's learning.
At the same time, education and training enterprises have also begun to carry out business transformation after the "double drop". Many enterprises regard the educational intelligent hardware market as a breakthrough, and the rich teachers and training resources accumulated in the past can be seamlessly connected.
In the second half of 2023, in New Oriental, giants such as those who love learning, love learning and help work all launched their own special learning machines, and constantly introduced new products.
June 5438+this year 10, Squirrel AI launched a variety of hardware products, including three intelligent learning machines.
In February, Zhangmen Education launched the first intelligent learning machine.
In March, G 1, a zebra intelligent learning machine owned by Ape Guide, was officially released.
If the accelerated layout of educational institutions will heat up the learning machine courses, then internet technology companies bet that this field will accelerate the rapid take-off of the industry.
In the past two years, Baidu, Netease, Iflytek and other network technology companies have launched various artificial intelligence learning machines with strong financial and technological advantages.
In the face of increasingly fierce market competition, the old players in the learning machine industry are struggling, and traditional enterprises such as scholars and excellent schools are not sitting still, but constantly updating their products.
According to the eye test data, up to now, there are more than 2 1 000 enterprises related to learning machines in China.
In the past three years, the average annual registered growth rate was 19.6%.
"involution" of competition
According to the data of Prospective Industry Research Institute, the top five market shares of learning machines in Tmall Mall in 2020 are Youpai, Reading Lang, Altman and Iflytek.
According to the big V list of learning machines in Tmall Mall, the sales volume in the last three months are in turn Xibo learning machine W2, Iflytek learning machine and BBK tutoring machine S6.
Traditional enterprises represented by BBK and Xiaobawang have been deeply involved in the industry for many years. Its advantage lies in hardware design and production and perfect supply chain system, and its disadvantage lies in the lack of "soft power" such as the combination of product technology and educational content, research and development.
On the contrary, the new coach companies have accumulated some teaching contents and user resources, but they are obviously not good at hardware production, supply chain guarantee and sales channels.
For Internet technology companies, technologies such as big data and artificial intelligence are the biggest advantages, and they are also outstanding in financial strength and product innovation ability, but the lack of educational genes is its shortcoming.
All kinds of enterprises have their own advantages and disadvantages. As more and more enterprises choose to enter the market, the competition in the learning machine market is becoming more and more fierce.
How to efficiently and accurately adapt educational resources to the needs of students is an important factor affecting consumers' decision-making, so AI intelligence has become one of the highlights of the competition in the learning machine market at this stage.
At present, major manufacturers have launched AI learning machines to diagnose students' problems through knowledge maps, find weak knowledge points, and automatically push relevant video learning content and themes to achieve targeted learning.
Experts in the industry believe that as students' demands become more refined and personalized, the dispute over the content and service of learning machines will escalate.
As an important part of it, AI technology can better realize the ability of AI, or gain more markets through the competition of learning machines.
Full of challenges
The Report of China Education Intelligent Hardware Industry in 2022 shows that the growth potential of intelligent education hardware circuits is huge. It is estimated that the market scale will exceed 1000 billion yuan in 2024, with a compound annual growth rate of 26%.
Learning machine has become the focus of competition in the educational intelligent hardware market to adapt to the family learning scene and market penetration.
According to the "Guidance Report on Venture Capital and Investment and Financing Strategies of Learning Machine Industry in 20021-2026" issued by Academia Sinica, the learning machine market in China will grow steadily at an annual growth rate of 15% in 20021-2025, and will reach 8.75 million units in 2025.
While the learning curriculum is developing rapidly, it is also facing great tests and challenges.
The industry standard of AI learning machine has not been established, which is a mixed bag. Some brands are profitable, and the product names and selling points are posted on the AI ? ? label, which parents can't identify, so it is difficult to buy a real AI learning machine.
In addition, learning machine courses is often criticized as "low price".
Although most learning machine products claim to have AI learning ability at present, the market price ranges from 1000 yuan to tens of thousands of yuan, which is quite different.
At the same time, the price of learning machines has an upward trend.
In the market, the prices of learning machines such as Xiwo W2, BBK S6, Youxue U90 and Yuelang Ai all exceed 4,000 yuan.
The latest price of P20 learning machine is 5400 yuan.
In addition, the hardware homogeneity of learning machine products is high, and software and content become important standards to measure product quality.
The difference between software and content is the key to brand homogenization competition and customer acquisition in the future.
For the learning machine market, only companies with hard power such as hardware research and development, supply chain and strong soft power such as education and teaching resources can go further in the market.
Yang LUN
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