Zebra AI Class becomes Qimeng Online School
It was learned that the number of regular-priced class users of Qimeng brand “Zebra AI Class” reached 2 million in February. The total revenue of Zebra AI class in 2020 will be around 5 billion, and the revenue target for 2021 will be 100. Billion. In addition, the quality category “art” of the Zebra AI class will be launched in March, and the number of users in the closed beta is currently over 10,000.
The Zebra AI class was launched in Q4 of 2017. After being verified by demand in 2019, it has become the second growth curve of Ape Guidance.
In 2020, enlightenment projects targeting the “Zebra AI Class” will emerge one after another. Bytedance has incubated Guagualong, the brand’s most important internal education project; Good Future has incubated the “Little Monkey” series, Job Help launched the “Duck” series and GSX launched the “Xiaozao” series; Tencent’s “Happy Mouse” was transferred from to B to to C. Enlightenment AI courses have become the second battlefield for education brands after online schools.
Among many brands, ByteDance is the one with the most determination and commitment to Enlightenment. According to public sources, Guagualong’s users exceeded 200,000 in January 2021. If the data is true, then this user volume is currently the largest in the enlightenment business incubated by large companies, except for Yuanjiao.
One unfavorable signal for “latecomers” is that the referrals of Zebra AI classes and natural traffic users account for more than half of the student source. With the absolute difference in size, Zebra snowballs faster. At the same time, latecomers are under greater pressure to launch. In the current situation where it is difficult to properly launch AI courses in the information flow channel, the referrals brought by a certain user base can alleviate the pressure of QiMeng brand to launch ROI.
It seems that Zebra’s current sight is more focused on increasing the renewal rate and expansion rate. It is understood that Zebra’s renewal rate is around 60%, and the converted LTV is around 6,000 yuan. Even if the renewal rate is not too low for a product, there is still a gap compared to the 75% renewal rate of the online school. Another point of concern is that if the class expansion rate of existing users is increased, it is understood that the current class expansion rate of Zebra is between 30%-40%.
In addition to the English, mathematics, and Chinese subjects that are already online, the art category that has been focused on research and development in 2020 and has been internally tested for 3 months will be launched in March. At the same time, it will be listed from the trademark and recruitment information applied by Yuanjiao It can be understood that music, writing, natural science and other categories are also enlightenment subjects that Zebra is preparing. This also means that Zebra AI Course has changed from an enlightenment product to an enlightenment online school platform.
The signal of the parallel release of multi-quality disciplines is that the key goal of Zebra 2021 is still the market expansion and extension of AI courses, rather than trying new models on the original business. One example is that the Zebra AI class has tested English 1:1 business in a small range in 2020.However, no large-scale promotion was done later.