Compared with the overall size of the education market 1.6 trillion, the online education scale is 200 billion, which is obviously only the beginning.
Especially at the moment when content payment has become a big slogan this year, online education, as an early entry industry, is facing such embarrassment: the market scale of 100 billion is true, but online education has been burning money and has been unable to find a profit breakthrough.
Deep integration of offline education, so that online education can deepen the whole big education industry? The future of this common attack method adopted by most educational platforms is still unclear.
The online education market worth hundreds of billions can't be tapped.
The recession of the whole industry has made all educational platforms deeply worried about the future of online education.
New Oriental is a pioneer in the online education industry, and established New Oriental Online in 2005. But the result of ten years' exploration is not ideal. In the first quarter of 20 16, the online income of New Oriental was 78.89 million yuan, accounting for less than 5% of the total income of New Oriental Group.
The situation of 5 1Talk, the first online education company listed overseas, is even more embarrassing. Its 20 16 annual financial report shows that its annual net loss reached 51480,000 yuan (about 74100,000 US dollars), an increase of1878,000 yuan compared with the previous year's loss of 327 million yuan.
5 1Talk, let students communicate with foreign teachers one-on-one, the main selling point is pure online, lacking offline support like New Oriental.
Breaking the game is inevitable. The eyes of online education giants all point to the angle of online and offline collaborative operation.
Chen, co-founder of homework help, believes that online education needs to integrate the realization mode of offline education to a great extent if it wants to be profitable. Since tutoring is the most direct way to realize offline, live tutoring naturally becomes the most worthwhile way to realize online education.
This is not aimless. It is reported that online education has become one of the main options for many young people in the survey of "Why users prefer to pay for live content".
YY education became an early experimenter. Xing Shuai Internet College teaches computer software to students at a low price of 10 yuan, and achieves online income of 30 million through YY live broadcast, and trains more than10 million students.
Compared with the sword of YY, New Oriental, which has powerful offline resources and educational resources, chose another breakthrough: in July 2065438+2006, Oriental Youbo was jointly invested by New Oriental Group and New Oriental Online. The specific route was based on Beijing's excellent teaching resources and exported to third-and fourth-tier cities through Internet technology.
These routes actually combine their original superior resources and attack online education through cross-border forms. But in a sense, despite a good start, the application paradigm of online education has been greatly restricted, that is, "family education" in Chen's mouth.
In other words, the orientation of online education is limited to the assistance and supplement of traditional education. After class, it is still an online version of online class.
Looking for the map edge of traditional education
Integrate online and offline to form a big education paradigm. But in terms of specific trial and error, the prescriptions given by each platform are different.
A few days ago, the online education App launched a continuous free course experience that integrated whole brain memory into academic performance, which detonated many students' desire to learn. For a time, the offline experience class in Guangdong was almost full. Students who complete the offline free experience class have a paid conversion rate of 80%.
Whole brain memory is the key of App, and it is also the first new thinking education group behind it to introduce western right brain development technology into China.
According to public information, since its establishment, New Thinking has trained more than one million students in 14 years, and successfully brought out 150 world memory masters. Jiangsu Satellite TV's famous program "Super Brain" is basically selected by New Thinking Group.
As an important town of offline education, new thinking is essentially different from New Oriental. Taking English education as an example, the new thinking focuses on K 12 education, while New Oriental focuses on exam counseling. In the mode, New Oriental calls for the success rate of examination room raiders, and the new thinking takes the goal of developing the whole brain as its selling point, which is the long-term potential to strengthen students' memory.
Choosing such a tricky angle to attack also stems from the pre-judgment of the market. At present, in the field of K 12 education, although the total online and offline market is 500 billion, the market share of the top ten enterprises (traditional+Internet) is only 4%, which obviously does not really occupy a dominant position.
The concept of whole brain development, under the operation of 14 new thinking, is being presented through super brain IP, and its commercial value has changed from quantitative to qualitative. We can completely rely on the combination of online and offline boxing to form a strong market share of vertical education.
At present, this trend has begun to appear. It is reported that after reaching the conversion rate of 80%, users continue to attend classes for the second time and enter the other four in-depth curriculum ecology provided by new thinking. As a result, the continuation rate is still as high as 60%.
At the same time, the scientific memory method, which is basically insulated from traditional education, is also strongly different from the route that New Oriental focuses on studying in K 12.
Some internet entrepreneurial teams entering the field of education, like new thinking, focus on the value of "map edge".
On March 20 16, Ma Weiwei and many debaters from Qiba founded Miwei Media's sub-brand Miguo Culture, and the starting point of this "wonderful day group" was to make an online eloquence training course "Speak Well" and an audio course "Elementary School Question" with some blind spots in various fields as selling points. The effect is also obvious. On the first day of launch, Talk Well's sales have exceeded 5 million yuan.
It is only limited by the entrepreneurial team's own energy, and it takes time to complete the exploration of offline experience.
Target education is the future of online education.
The outbreak of market scale, the emergence of profit model and the cutting of market share by operating model will lead to a large number of platforms entering online education quickly entering the reshuffle stage after the outbreak of the market. This has long been proved in many fields of the Internet, such as live broadcast, O2O and taxi.
In online education, many "pigs" who just took off with bad posture will fall off.
Obviously, whoever solves the profit problem first becomes a pig that keeps flying. But there is a pit that is often overlooked, especially K 12 education.
"The biggest obstacle to K 12 education is that the payers are parents and the users are students, and the two are separated. If it is purely online, it is difficult to solve the relationship between the two. " As a latecomer of K 12 education, Pan Xinfa, the chief operating officer of New Oriental Online, made this remark, which is actually the best interpretation of this pit.
Hybrid three-dimensional education will obviously become the common choice of all education giants, not only online and offline collaboration, but also attitude.
The offline word memory experience course of new thinking is a strategy to break the game with explosions. It can test children's academic performance on the spot and directly feel the course experience and teaching effect, which becomes a way to break the "generation gap" between payers and experiencers. Super brain training camp (focusing on improving learning methods), contract guarantee course (customized counseling, admission to prestigious schools), juvenile course (admission to key universities) and graded course (getting high marks in 30 class hours) all have distinct scenes, which cut the pain points of parents and solve the students' just-needed needs.
In the most acceptable form for young users, a 25-second animated video is derived for each word for targeted scene training. The social educational experience, which is constructed by means of arena, interactive reward, invitation, sharing, ranking, sign-in, etc., is a concrete manifestation of the new thinking of teaching methods which is different from the traditional education model.
Among them, there is a more important information point worthy of attention, that is, through the way of edge breakthrough, mix online and offline, and rely on the scene to enter the real big education industry.
The deep excavation of educational scenes will be the main "line" of this mixed three-dimensional education. New Oriental Online and YY education platform even took the initiative to warm up: they tapped teachers on YY platform, conducted a series of professional teaching and training in New Oriental, and then returned to YY for live teaching. However, at present, this kind of mashup still stays in the fields where New Oriental is strong and does not conflict with traditional education, such as preparing for IELTS, civil servants, law and management. Form an evasive differentiation strategy for the road map of new thinking.
Subdivision and vertical users, for online education and offline education, are actually tickets for big education and profit under the current situation. The success of IELTS and TOEFL in the past in New Oriental just illustrates this point, but now it needs to be further subdivided to find smaller vertical points and stronger experience scenes.
However, experience and scene trial and error, the current fancy innovation, is only the beginning.