According to the report of iResearch, the market size of online education industry in China was 7.52 billion yuan in 2 12, and rose rapidly to 2.26 billion yuan in 2 17, with a compound growth rate of 4 19.39% in 6 years. It is estimated that by 222, the online education market in China will exceed 5.4 billion yuan. Most of the products in the education industry belong to experiential consumption, and users will have experiential needs from demand generation to final purchase. In response to this demand, many educational institutions, such as learning and thinking, walnut programming, etc., generally adopt introductory classes within 100 yuan to expand the incremental market. The cost of this promotion method is very high, and most enterprises rely on loss-making introductory classes to obtain quantity. Therefore, educational institutions are very concerned about the conversion rate of admission classes to regular price classes.

What if Mr. Internet Celebrity also wants to bring goods? According to whale media reports, "Peng Zhimo" has gained a large number of fans by broadcasting English lessons live at 9: 00 every night on Tik Tok platform. Teachers sometimes put links to products in the live broadcast room to recommend their own courses, thus realizing the realization of live broadcast. It can be seen that if Mr. Network Celebrity wants to bring goods to live broadcast, he needs to spend a lot of time on live broadcast to give lectures for free, so that users can understand the course, and users are willing to pay for it.

There is also a way to bring goods, that is, to receive advertisements for promotion. In this case, unless you take the evaluation anchor route and test the evaluation yourself, it will be convincing. But educational products are more personalized and the experience is more abstract. Unlike a real lipstick on your mouth, everyone bought me this class, and the teacher's voice was super nice and the speech was super good ... "

According to the future star EdStars, Wang Jianjun, CEO of children's fun products, once said that the key to live broadcast is to have real objects, otherwise the anchor may not know how to introduce the products. Even physical educational products are more suitable for educational toys. "Products that require as few courses or services as possible are more suitable for choosing live e-commerce."

Zhang Shitong, the co-founder of Park Shin Education and the president of Universal Children, also said: "What can be sold must be a retail product with a strong sense of transmission, not a service product." Therefore, due to the particularity of the consumption pattern of educational products, there have been no phenomenal network celebrities in the education industry.