Author | Jie Mi&; Editor | Jay
Ape counseling, homework help was finally punished, which can be said to be a great joy.
According to the website of the General Administration of Market Supervision, Boat Going to Sea Education Technology (Beijing) Co., Ltd. (homework help) and Beijing Yuanli Education Technology Co., Ltd. (Jiao Yuan) were fined 2.5 million yuan respectively.
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The regulatory authorities imposed fines on the above two institutions on the grounds that, after investigation, homework help lied about "cooperating with the United Nations" on its official website, fabricated teachers' teaching experience and quoted untrue user evaluations.
On its website, the ape tutor lied that "class teacher 1 synchronous tutoring 1", "WeChat 1 tutoring 1" and "your four friends have snapped up successfully ... click me to grab the newspaper" and supplemented the teacher's teaching experience.
The above behavior belongs to the implementation of false or misleading commercial propaganda.
Homework help marked "1899 2399 limited time discount" and "the price is 3,280 yuan, refer to the hand price of 2,580 yuan" when selling courses in its operated App, Tmall homework help live class flagship store and JD.COM homework help live class flagship store.
When operating sales courses in official website and Tmall flagship store, Ape instructors marked "399 9" and "price 4000.00, parent-child discount 2099.00" respectively. After verification, none of the related courses were traded at the marked cross price.
Honey friends have probably seen some of the above routines, especially the limited time discount. In Mi Jie's impression, it is almost a "common problem" of most education and training institutions, not just in homework help. I really hope that the regulatory authorities will check them one by one.
For ape counseling and homework help, its false and misleading propaganda seems to have some history. In August last year, some consumers asked questions in official complaint channels. "The total number of primary and secondary school students in China is about 280 million, and the total number of college students in China is about 38 million. Online education qualification is about 20 17 and 10. How can cumulative users exceed 400 million? "
What is even more exaggerated is homework help. At that time, official website's propaganda was that the cumulative number of users nationwide exceeded 800 million. There may be more people behind, and the official has now changed the slogan to "the cumulative activation of user equipment in the country exceeds 800 million."
Sister Mi doesn't know if the number of active users mentioned by homework help is similar. Because although shopping back and forth will be registered, but careful recall, it seems that there is really no homework help or ape counseling.
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Behind the top penalty, Jie Mi saw the increasingly fierce traffic competition and customer anxiety of online education institutions including Ape tutor and homework help.
On the one hand, spending the same money will get fewer registrations. According to statistics, it costs 200-300 yuan to get the 49 yuan course for the online large class K 12 in the summer of 20 19, and it has risen to 600-700 yuan in 2020.
On the other hand, online education tycoons are not soft in the brand advertising war. According to the light. Com, in the past two years, the advertising space and time slots originally occupied by fashion goods have been replaced by online educational institutions.
202 1 This year, judging from the continuous advertising of ape counseling and homework help in various variety shows and TV series, it will burn a lot of money. However, they are not short of money, because there are bigger Internet giants behind them.
Tencent behind ape tutor and Ali behind homework help all have the strength to burn money to grab the market.
At present, competition seems to be deeply involved.
A case of rollover marketing can well illustrate this point: at the beginning of 20021,the course announcements of four companies, namely Ape Tutoring, homework help, Gaotu Classroom and Qingbei Online School, were embarrassed, and the same "teacher" was invited in the promotional videos of these four online head education enterprises.
The "teacher" in the tutorial video is a math teacher all his life; Senior teacher who has been an English teacher for 40 years in Gaotu class; He is an expert in Qingbei Online School; I have taught in homework help for several lifetimes, telling parents that "destroying children is destroying parents themselves!" Teaching and educating people has become a tool to sell anxiety and cut leeks, which is ridiculous and sad.
Different platforms use the same routine. What does this mean?
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As we all know, online education is still in the stage of burning money, and very few people make money by their own business. To achieve sustainable development, financing ability is very important.
This requires high-growth data and fresh stories as the background.
In terms of financing, Ape Counseling and homework help are both very powerful. According to a rough market estimate, homework help has received more than 3.4 billion US dollars, or about 22 billion yuan, from Alibaba, Sequoia Capital China and Softbank Vision Fund.
The guidance received more than 4 billion US dollars, about 26 billion yuan, including Yunfeng Fund, GIC Singapore Government Investment Company, Tencent Investment and Gaoling Capital.
However, capital is bloodthirsty, and the ultimate requirement is return. Business involution is serious, not only the users, but also the investors behind it and future investors.
Online educational institutions such as Ape Tutoring and homework help have turned the educational business into a spectacular scene of "Hundred Regiments Battle" and multi-head melee in the tourism field, which is a great innovation and a great challenge.
For this top penalty, homework help and Ape Counseling both gave public responses, expressing sincere acceptance and positive rectification.
According to the data of Ai Media Network, the number of online education users will reach 446 million in 20021year. Macroscopically, the prospect of "internet plus" education market remains the same.
Back to the enterprise itself, the ape counseling and homework help planted in false propaganda this time are a warning to all training institutions. After the melee, maybe it's time to start adjusting tactics!