On June 29th, 2020, 10, ByteDance announced the launch of a brand-new education brand "Vigorously Education" as the first independent brand publicly released in ByteDance. ByteDance has also become another Internet giant in the education industry after Tencent, Netease, Baidu and Ali. Internet giants have accelerated the layout of the online education industry, and the industry competition has become increasingly fierce. Major institutions have increased their marketing efforts to attract new users to seize the market, and the reshuffle of the industry has accelerated.
The technology-driven online education industry is developing rapidly.
Online education refers to the application of information technology and Internet technology for content dissemination and rapid learning. In recent years, the development of hardware equipment, online real-time transmission technology and AI intelligent technology has promoted the rapid development of online education. At present, the technologies of online education are mainly interactive platforms and intelligent systems. With the continuous development of technology, more and more technologies are applied to online education platform to optimize the teaching experience and effect of the platform and promote the upgrading of products and services in online education industry.
The online education market is growing rapidly.
According to the statistical data released by NEWSO, the online education market in China maintained a growth rate of more than 20% from 20 15 to 20 19. In 20 19, the online education market in China reached 346.8 billion yuan, up 2 1.47% year on year, with 269 million users, up 33.83% year on year. Although the demand for online education in K 12 is growing rapidly, the online market growth rate of higher education and vocational education has declined due to the postponement or cancellation of many exams and the obstruction of studying abroad. Overall, the growth rate of online education market will slow down in 2020.
Adults are the main users of online education, and the proportion of K 12 online education has greatly increased.
For many years, adults have been the main users of online education, and the online education market accounts for the largest proportion of the higher education and training market. At the beginning of 2020, the popularity of online education among parents and students of K 12 increased rapidly under the catalysis of COVID-19 epidemic. According to the data released by iResearch, in 2020, the proportion of Q 1K 12 training in the online education market will greatly increase to 3 1.4%.
The overall flow of online education has greatly increased.
According to the data of iResearch mUserTracker, in 2020, Q 1, the average effective daily usage time of online education APP users increased rapidly. Although the number of independent devices has not increased significantly, on the whole, the market flow of online education industry has increased significantly.
This industry is favored by capital.
According to the data published by NEWSO, the huge development potential of online education industry has attracted a lot of capital. In the first half of 2020, there were 49 investment and financing events in the online education industry, and the investment and financing amount reached 654.38+04.34 billion yuan, up 48.29% year-on-year. Among them, ape tutor and homework help received the largest investment.
Internet giants accelerate layout
In 2020, the online education industry in China will accelerate market penetration, and there is huge room for user demand and market imagination. Internet giants have inherent advantages in traffic and technology, and they have accelerated their entry into the online education track, and the industry reshuffle process has accelerated.
Enterprises increased marketing efforts, and the continuous transfer rate increased significantly.
Due to the increasingly fierce market competition in the online education industry, major platforms have stepped up their marketing efforts to seize users. In 2020, the online education platform began to try to sell live courses, and at the same time, the course price dropped, and the experience course price dropped from 49 yuan /50 yuan in 20 19 to 9 yuan.
The lower experience price attracts more users to experience online education. With the improvement of course quality and service experience, the conversion rate and continuation rate of online education institutions have improved. At present, the average conversion rate of the industry is 20%, among which the conversion rate with whom to learn is relatively high, reaching 30%, and the continuation rate of major institutions is not much different, all around 70%.