Online language training breaks through K 12
According to the data released by iResearch, the online education market will reach 200 billion yuan in 20 17. However, by the end of 20 16, only 5% of enterprises in the online education industry were profitable. Traders of online education are also constantly combing product lines and looking for new breakthroughs in the market.
"Online English training is a wide track, and 20 17 children's English training will be more intense." Huang Wei, former vice president of Li said. 20 17 online English training enterprises gradually adjust their business focus to users in the K 12 stage. At the 2nd Online Education Trend Forum and 20 16-20 17 Online Education Brand Awarding Ceremony, Lai Youming, CFO of 51Talk, said frankly that it is a trend for the children of "post-80s" parents to learn through the Internet. In order to adapt to the market, the business focus of 5 1Talk has gradually shifted from adults to teenagers. From 20 15 to now, the number of young users has increased from 25% to 70% in two years. 5 1Talk's financial report in the first quarter of this year shows that K 12 business accounts for 68.7% of cash income. In June this year, 5 1Talk launched a high-end product for children's English training-Hawo American Primary School.
In April this year, abc360 was transformed to focus on teenagers' English, and its market position was 5- 18-year-old users. This year, the online children's English brand Randy Children's English was launched. The original adult English section cooperates with Hujiang. By the end of the first quarter of 20 17, the recommendation rate of Randy English users reached 78.6%, and the renewal rate of students reached 95%. At present, the youth business accounts for nearly 90% of abc360' s total income, and it has branches and teaching bases in Britain, the United States, the Philippines and other countries and regions. After VIPKID20 16 obtained the financing of $ KLOC-0/billion, it announced that the business focus of 20 1 7 was K 12. According to reports, VIPKID was originally designed to serve users aged 5-8, and K 12 will be the important goal in 20 17, and the products will fully cover children's learning age. This year, VIPKID tested primary and secondary schools in remote areas.
The transformation of vocational education needs strong institutional support.
The users of vocational education are adults, and there are various online exploration modes in the field of vocational education. Suntech spent 900 million yuan to complete the Internet transformation. Dana education is facing the shortage of teachers in the process of expansion, and explores the dual-teacher model. Painting education is developing robots.
"The difference between online education and other online fields is that education is an industry that seems to have a low threshold. It seems that you just need to find a teacher to teach online. The traditional education transformation line needs productization and systematization, which requires a very professional and systematic design concept. " Li Manqing, co-president of Tuhua Education, said.
At the second online education trend forum, Qi Yinan, vice president of Dana Education, said that offline to online must not be the relocation of content, and it needs systematic protection. Dana Education independently developed the TTS teaching system in the dual-teacher mode, and standardized the teaching content, teaching process, teaching management and teaching structure. "When I was a double teacher, there were 50,000 students studying in complete distance. Without such a strong system and system, it is difficult to guarantee. " Du Zheng, CTO of Suntech, agrees with this view. It is understood that after Suntech completed its online transformation, its revenue in the first quarter of this year reached 442 million yuan.
The breakthrough point of K 12 is personalization.
The online training of K 12 has gone through some detours. After enterprises from online education to offline education found it difficult to get through O2O, they changed careers one after another. The industry believes that tutoring O2O is indeed a false demand. In the field of education, the supply of famous teachers is in short supply, and the efficiency is greatly reduced by letting teachers explain services at home; Secondly, education O2O is different from taxi and take-away market, so it is easy for teachers to conduct transactions privately from online to offline.
According to the data of iResearch, as of 20 16 and 12, most toB institutions are engaged in educational informatization business. Among the 1 17 listed companies in the whole education industry, online education institutions engaged in toB business account for 78%. This also means that in the market of educational informationization, the threshold for new entrants is very high; But there are still some opportunities, such as the software and hardware institutions corresponding to popular live broadcasts. In the toC market, it presents a completely different situation. In the whole online education market, more than half of the projects are engaged in toC business, and 70% of the institutions are at a loss.
Ge Wenwei, founder of Dahuihui, said that tool applications are good at diversion, but the current profit model is still unclear. According to the profit model, there are generally three categories: the first category is to take the B2B2C route and charge the school or parents later, and the typical representative is the correction network; The second category is the development of derivative live broadcast courses, which is the mainstream at present. The typical representative is ape psychological counseling. The third category is still continuing the free model, waiting for opportunities to transform into social, financial, big data and other directions. Generally speaking, opportunities and risks coexist.
Lu Jian, president of Hujiang CCtalk, said at the meeting that intelligent education now advocates an increasingly personalized education method. Personalization is manifested in adaptive learning or machine learning. AI teachers pass the evaluation. Its characteristics are all based on the different levels and learning rhythms of people after evaluation, such as customizing unique personalized learning paths, including learning content and learning rhythm. Under this personalized learning, it will have a very far-reaching impact on the whole education industry. When individualization is emphasized, general courses also exist at the same time, and the demand for individualized education will also increase. The insiders believe that the transformation to personalized education is a direction of online education transformation and exploration. This year is the first year of AI, and many companies are making efforts in artificial intelligence to find a breakthrough. If the combination of artificial intelligence and teachers can not only solve the imbalance of teachers, but also realize personalized teaching, it will become an important breakthrough point of K 12.
Online programming of steam breakthrough
At present, the competition pattern of STEAM education institutions is relatively scattered, and it is difficult to have a unified and objective evaluation standard for STEAM education. These factors will increase the difficulty for STEAM education institutions to build brands and become the biggest constraint for the rapid expansion of STEAM education institutions. According to the data of Zero2IPO Capital, toC institutions are also testing many toB businesses, and toB and toC businesses have good synergy. Testing toB business can expand the business scope of toC institutions, help toC institutions build brands, test courses, drain students, and then feed back toC business. Soochow securities Research Institute believes that two kinds of STEAM educational institutions are expected to win and become bigger and stronger. One kind of institutions has the ability of super-curriculum R&D to grab the industry standard, while the other has the ability to effectively expand the scale by extending the curriculum category.
In the market, educational robot training is the most mainstream training program of STEAM education at present. Children's programming will also be the way out in the future, and the mode of dual-teacher education has entered the classroom of STEAM education. For example, enterprises such as Shark Park have begun to expand the dual-teacher model to third-and fourth-tier cities. Programming cats expand the market online. It is understood that programming cat is a children's programming education enterprise for children aged 6- 16. Through the reputation of parents, we gradually cooperated with 200 public schools in first-tier cities such as Beijing and remote areas such as Xinjiang and Guizhou. At present, the programming courseware in public schools is completely free.
The industry believes that the online approach can make up for the shortage of teachers and accelerate the expansion of STEAM education in the third-and fourth-tier markets.