BAT used to provide advertising services for educational enterprises, as well as online education services for enterprises, governments and organizations, such as online enterprise universities and key customer training, all of which belong to B2B business.
The first three portals, Baidu, Sohu and Sina, provide information browsing for education and training institutions, and turn ordinary users into paying users through user return, which is the earliest prototype of B2B business. At present, the revenue scale of Baidu's online education industry is about 45 billion yuan per year, second only to the medical industry.
The B2B model in the transitional period is more like the overall solution of online education. Common ones are: cloud platform that provides online education platform development and related service tools for B-end enterprise users, and multimedia learning content platform for universities and libraries. On 20 15, New Oriental released the B2B product "New Oriental Education Cloud", which integrated the previous B2B education products, and 70% of colleges and universities have used the learning platform of New Oriental.
In second-and third-tier cities in China, teachers and costs are relatively difficult to grasp. This interactive testing and online explanation scheme solves some problems. As a new thing, B2B is more like a typical "internet plus" model, and it is very likely that there will be multiple platforms to be launched in 20 16 years.
Of course, pure B2B services provide technical transformation conditions for educational enterprises, but the core of education lies in the courses and values provided to C-end users, and the pain point of enterprises lies in how to acquire customers. Some platforms try to provide B2B services, at the same time provide principal training services to improve management efficiency, sales system management system to improve enterprise conversion rate, and some provide marketing tools to reduce customer acquisition costs. For example, some time ago, the "school treasure" popular in small and medium-sized educational enterprises and the "day study system" popular with "who to learn from".
There are many branches in the education system, so it is difficult to have a platform to provide "one stroke to the end" service, and the cost of customized development is relatively high. Whether the B2B model can be profitable smoothly in the future requires the platform to go deep into various fields and find out the common ground that can improve efficiency.
Mode 2: B2C
B2C model accounts for 47% of online education industry, and it is still the mainstream. The products in this mode are more like the online school mode loyal to the content, representing 9 1 foreign teachers, 5 1talk and VIPABC. In the production of education and training products, institutions can be more standardized and professional, and toC can directly control consumers' minds. B2C mode also earns money from all modes, which is also the reason why VIPABC, Hujiang and Xiaozhan can get large amount of financing.
The teaching form of B2C is constantly evolving, from recording to live broadcast, from class to 1.
In this field, at present, there are not many companies in terms of product and income scale, because most of them directly apply offline classes to online, and the user experience is poor. What the platform needs to consider more is how to internetize products and services to meet the fragmented time use needs of users.
Mode 3: C2C
C2C model is often a general education platform, which gathers the strength of all people and provides more comprehensive content support for the platform. For example, the "Duobei Net" for white-collar workers adopts the C2C model of learning and sharing, and the profit model is sharing+cloud service. Under the intersection, the application of C2C mode of "doing" and "answering" is more personalized and social. Among them, "doing" directly links knowledge with contacts and 1v 1, which is equivalent to extending the original knowledge education to contacts, and there is still room for improvement.
Facing the online education market with unknown climate, the three Internet giants of BAT have also laid out C2C platforms to seize user resources: whoever catches the institutions, teachers and users first to form an ecological circle will seize the opportunity. Slightly different, Tencent built a teaching platform-Tencent Classroom, Baidu built a search platform-Baidu Pass Class (now closed), and Taobao built a trading platform-Taobao Classmate, which is consistent with their core business Internet genes.
Of course, no matter entrepreneurs or giants, they will also face the problem that the quality of C-end teachers is uneven and the content output cycle cannot be guaranteed. The competition for famous teacher resources may be a problem that all C2C platforms need to face.