In the first half of 2020, the number of K 12 online education users in China will reach 37.656 million, a year-on-year increase of 23.2%. The advantages of K 12 online education are increasingly prominent, and quality education such as children's programming is in the ascendant. The sinking trend of the industry is obvious, and third-and fourth-tier cities have become new competition venues. Under the epidemic situation, offline teaching and training activities are limited, capital seizes the K 12 online education track, and children's programming is favored by capital.
According to the data of iiMedia Research, 60.8% of the respondents need tutors in various disciplines, and the demand for interest and programming education is still increasing. Teachers' resources are the primary influencing factor for users to choose platforms. The survival of the fittest in the industry, the continuous losses of small and medium-sized institutions, the accumulation of online education in established educational institutions, and the business of K 12 have become the main engine of New Oriental's revenue growth.
It is predicted that the future competition of K 12 online education will focus on the competition between products and users, focus on users' pain points with standardized and systematic products, and realize differentiated content supply with personalized service and innovative teaching mode, so as to release the brand reputation value.
Data source: Ai Media Report Center-China K 12 online education industry research report in the first half of 2020.