With the expansion of the Internet giant’s ecology, online education has become an area where major Internet giants are vying for the first place. The strategic value of online English education is becoming larger and larger.
With the expansion of the Internet giant’s ecology, online education has become an area where major Internet giants are vying for the first place. The strategic value of online English education is becoming larger and larger.
Recently, online children’s English brand Jiuqu English announced that it has completed several hundred million C1 rounds of financing. This round of financing was led by Baidu, Shenzhen Venture Capital, former Haimu Fund and investment, and Mu Mian Capital as the exclusive financial advisor. As soon as the news came out, the entire industry caused heated discussions.
Before, Tencent also invested in “Baby Learn English”. Now, after Baidu’s entry, the resources and funds of the giants will accelerate the development of online English education. So why does Baidu choose to invest in Long English? Why do giants like Baidu and Tencent have to lay out online English education? A new era of online English education is coming soon.
Many online education platforms Why does Baidu choose Long Funny English?
After several years of rapid development, online education has already seen a large number of players, whether in the field of comprehensive or in the fields of English, mathematics, Go and other professional disciplines, there are many very good platforms. Just in the online English education section, there are many players including VIPKID and 哒哒 English. In many platforms, why does Baidu finally choose to invest in Jiulong English? Will you choose a long time in many platforms? There are three reasons that cannot be ignored.
Cause 1: K12 Online English Education Industry has great potential and wide market
In terms of policy background, the reform of the national middle and high school entrance examination in 2014 increased the spoken and listening part of English. The students in the exam-oriented education were unable to keep up with the trend of instrumentalization in the middle school. In the past few years, China The opening of the “second child” policy also provides more potential customers for K12 online English education.
From the perspective of consumption concept, with the continuous development of the national economy, people’s consumption concept has also been continuously improved, paying more attention to life, service and education consumption. In 2018, the national per capita education, culture and entertainment consumption expenditure accounted for the total per capita consumption expenditure. 11.2%, an increase of 6.7%. People pay more and more attention to education. They are not limited to first-tier cities, and residents in second- and third-tier cities are increasingly willing to pay for their children’s education. According to the research report of the online English education user, 38% of parents have registered for their children.In the online English course, 86% of respondents indicated that they would enroll their children in online English courses in the future. Over 90% of parents hope that online English education will improve their oral English ability, and hope that their oral English will reach the level of “fluent expression”.
Moreover, the popularity of the Internet and smart phones has enabled people to have an online learning environment. With the development of the live broadcast industry, the online learning process has been continuously optimized, which has also promoted the popularization of K12 online English.
Cause 2: The interest in Jiulong English is obvious. The price ratio is very high.
First of all, K12 online English education is aimed at pre-school children (5-6) years old-12 years old. This age group of students, attention is not easy to concentrate, how to let them focus on English, and cultivate their interest in learning English has become a top priority.
Compared with some other K12 online English education platforms, the content of the long-term curriculum is more interesting. In the online classroom of Jiuyin English, a lot of interactive content has been added. The foreign teachers in North America will use animation, games, storytelling, improvisation and other ways that children like to help them break through language barriers. The unique and versatile gamification teaching makes the 30-minute fun in the classroom uninterrupted, even if the zero-based children can be boldly expressed under the guidance of the foreign teachers.
Secondly, from the perspective of the faculty. At present, the quality of teachers in the online English education market is mixed, and the long-term implementation of all-North American foreign teachers teaching, each foreign teacher is strictly selected, and there are many college students, this advantage is enough to exceed a large number of peers. At present, some other online education platforms for all foreign teachers in the market choose to implement one-on-one education mode, and the tuition is relatively high.
Jiuqu English offers one-on-one and one-on-four options, which have an advantage in tuition. 学 English and VIPKID tuition fees are more than 2w a year, while Jiuyu English less than 50 yuan.
In the lesson mode, the small class of the long-spoken English is not fixed. Parents can arrange courses for their children according to their own time, and also effectively avoid the troubles caused by teachers or students,
Cause 3: Baidu layout content ecology education is also an important part
Based on the rise of information streaming advertising, Baidu’s information flow brand advertising is also emerging, Baidu content ecology has shown very high commercial value, and this is just the beginning. Connect users, information, interests, content production to form a benign content ecosystem, Baidu’s search results will be more precise, humanized,Social and intelligent. From Baidu’s recent investment in knowing, trendy media, fruit shells, etc., Baidu is investing in the Internet’s high-quality ecology. In addition to the search field, Baidu actively lays out the content ecological field, in the three major contents of knowledge, entertainment and news. Beyond the layout, the education field is gradually being discovered by Baidu.
Before Jiulong English, Baidu has been paying attention to the field of education. Before again, Baidu also invested in Wanxue Education Group and the network of education.
What will happen to Jiulong English after getting Baidu blessing?
Therefore, you can get Baidu’s investment, and the future of Jiuyu English is bound to have stronger competitiveness. How much support can Baidu bring to Jiulong English, not just with financial support? How will the long-spoken English change under the blessing of Baidu?
1. After bringing a lot of financial support, Jiuyu English has a stronger financial backing
The whole big market of online English is still in the state of being staking, and the market competition is still very intense.
Especially at the peak of the summer and winter vacations, many online English education platforms will increase the intensity of advertising and quickly acquire users. With the funds brought by Baidu’s investment, Jiugui English is undoubtedly more emboldened in the market competition. Even if it does not fight the price war with its rivals, it has the advantages of mining high-quality teaching resources and improving the app experience. More preparation.
In the rapid expansion, many platforms are winning by scale, while Jiuying English is growing by service and word of mouth. In the future continuous development, as long as the service system of Jiuyu English is more stable, Baidu will undoubtedly be its strongest financial backing when it needs to be promoted by advertising.
2. After bringing in a lot of traffic and delivery strategies, the cost of effective users of Jiuyu English may be lower.
Tuition income is the most important source of income for online education platforms, so the number of customers has become the most important indicator of online education platform. At present, the number of customers has become the biggest problem of online English education platform.
The market competition of the K12 online English education platform is different from the market competition in the traditional field. It is difficult for people to form an intuitive experience in the face of invisible educational products. The homogenization of K12 online English education platform is serious. When the competition in many markets is fierce, the popularity has become an important indicator for people to choose K12 online English education platform.
In the current online education platform, the effective user acquisition cost is rising, as China’s largest traffic ecology, Baidu can bring more traffic portal and traffic exposure to Jiugui English based on its own ecology. .
According to “2018 China K12 Online English Education Market Special Research Report”, K12 online English training users mostly through online website consultation and self-network search to understand the platform, respectively.8%, 52.9%. Ai Media Consulting analysts believe that the user has a strong autonomy in understanding the K12 online English training platform. In the future, the platform can optimize product marketing design and stimulate more potential users through the platform of precision marketing
Among them, the most important thing is that Baidu’s understanding of traffic is supported by Baidu’s large amount of advertising data, especially in the case of Baidu’s shareholding in the offline advertising company. It is a very valuable guide to Jiulong English in terms of user acquisition strategies, and helps Jiulong English to have a stronger advantage in getting customers.
1. Equipped with a small speaker to grasp the future traffic entry in advance
At the same time, from what we have learned, Jiuyu English also appeared in Baidu’s small speakers.
As we all know, in the current rapid development of smart speakers, smart speakers have been regarded as an important traffic entry that is not in the future. It is one of Baidu’s most important businesses. Baidu’s current advantages in smart speakers are also very good. obvious.
According to Baidu’s second quarter financial report for 2019, the shipments of the small speakers in the first two quarters ranked first, and the shipments in the second quarter were 4.7 million units, an increase of 3775%. The purchasers of small-sized speakers are mainly people in the first- and second-tier cities who are willing to take the initiative to accept new things and have higher consumption levels. This part of the population is ahead of consumption, and also values the basic education of children, which not only pays for the next generation of education. Consciousness, value of children’s English, and higher acceptance of online English education.
Baidu can give such a traffic portal a chance to give a long time English, which means that it brings a lot of potential users to Jiulong English. These relatively high-net-worth users, under the stimulation of some English audio and video content, will have a considerable part of users who have turned into Jiuzuo English. This is actually a secret weapon that Baidu brings to Jiuyu English. Baidu can also So achieve a perfect layout in English content
Therefore, from many perspectives, Baidu’s lead in long-term English will bring great benefits to both parties. However, in the future market, there are still many market problems that need to be solved. This is a problem that Jiujin English can’t directly cross the past after getting Baidu’s investment.
Behind the Prosperity These online English challenges are urgently needed
Education as a timeless topic has long been a “just need” for people. With the development of the Internet, the K12 online English education platform has also exploded. Ai Media Consulting data shows that the 2018 China online education market will reach 348 billion yuan, and the non-first-tier cities K12 online English users account for 60.3%, with great development potential.
After the prosperity, many companies have problems in their operations. Since March this year, whether it is Hujiang Net School, gogokid was laid off, or the New Oriental online listing fell below the issue price one hour after the listing, it is a messengerInterest: The surface of the prosperous K12 online English education, in fact, has many hidden dangers.
First of all, from the content, the content of each online English education platform is highly homogenized. It’s not just an online English education platform, it’s a problem in the entire education field. The serious homogenization of content has further promoted more intense competition. Reputation and reputation have become important factors influencing the platform’s customer acquisition, which makes the platform need to invest more in advertising to enhance their visibility, attract customers through lower prices and more promotions.
As more platforms enter the market, the advertising revenue of the platform has risen, and the conversion rate has decreased year by year. The high cost and slower recovery of funds has become an important reason for the K12 online English education.
Secondly, the quality of teachers is difficult to control, which seriously affects the reputation of the industry. Even some educational institutions under the Internet, we have heard some news that the foreign teachers of certain institutions are foreign unemployed and come to China to become foreign teachers, and their level is extremely poor. Even face-to-face supervision can produce such a squandering situation, not to mention online, and the audience is younger and less able to resolve. Some platforms shouted the slogan of the foreign teachers, recruiting a large number of Filipinos and Indians, and they have a variety of accents. Only when they are auditioning can they see European and American foreign teachers. Each class is different, the lectures are not systematic, and the lectures are disorderly. It is difficult to form a great help for students’ learning. Once the parents develop the fact of being deceived, it will not only affect the single platform, but also question the entire online education.
Therefore, after the acquisition of Baidu’s investment, this is bound to be a new beginning, but whether it can become the final winner of online English education with the support of Baidu, the core still has to be from teaching and management itself. To achieve breakthroughs and even drive the industry to develop, it is possible to achieve a huge breakthrough. Baidu’s investment makes Jiulong English more concerned by the media and industry, which is both an opportunity and a challenge.
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