The total number of users has also exceeded 480 million, showing a top trend. The number of APP dropped from 513 in June 2018 to 409 in June 2019, down 20.3%. However, the learning WeChat applet is still growing, with 192 increasing to 324…
Editor’s Press This article is from WeChat public account “QuestMobile” (ID: QuestMobile), author Mr.QM .
Get down to business, share with you today the development of online education. QuestMobile data shows that the current online education industry chain is quite complete, to the C end of the user’s entire life cycle, to the B end of the platform, campus, teaching management system, the total number of users has exceeded 480 million, showing a top trend . Not only users, but also the number of APPs, from 513 in June 2018 to 409 in June 2019, down 20.3%; but the learning WeChat applet is still growing, from 192 to 324.
Behind the top, education and learning companies have high customer costs. In 2019, Q1, the good future of online + offline mode, New Oriental, the cost of customers is 249 yuan, 202 yuan, but pure online Suntech’s organization, 51Talk, the customer cost is as high as 4,970 yuan and 821 yuan respectively. The huge cost and fierce competition for money burns, making it difficult for online education to build a profit model. At present, “live + recording” quietly rises, online education + intelligence The hardware portal is also born…
Comparatively speaking, the total duration of K12 users accounted for 30.1% of the total online education duration, and the user scale is about 220 million, far exceeding the 132 million translation and translation tools of the dictionary translation class (mainly affected by the study powers APP) Increased by 267.6%) by 83 million. However, K12 is also one of the most competitive areas. Taking the summer of 2019 as an example, low-cost customers and advertising bombings… All kinds of APP drainage and diversion can be called the Eight Immortals crossing the sea. The purpose is only one, pull new, however, Retention has become a problem…
How do you do it? Let’s look at the report.
Online education has no hegemony, industry competition is intensifying
1. The online education industry chain is increasingly perfect, and To C education products run through the user lifecycle
3, low-line cities have strong educational needs, online education sinking market dividends are still< /strong>
4, industry competition is intensifying, education and learning APP industry concentration is further improved, industry participants are looking for growth in WeChat ecosystem, education The number of learning applets increased by 69% year-on-year
5, demand-oriented demand, K12 industry is just strong, the user scale is about 220 million; driven by the growth of learning strong country APP users , the educational tool industry has the fastest growth in user size
6. With the improvement of parental education awareness after the 80s/90s, the second child policy has given birth to the demographic dividend, K12 industry The total monthly usage time accounts for about one-third of the education and learning industry, but the K12 industry is less concentrated< /strong>
Traditional educational institutions have obvious advantages in offline sources, and their cost of acquisition is significantly lower than that of pure online teaching institutions
1, education and learning companies have high customer costs, but traditional educational institutions have an offline student base, and Teaching resources, strong teachers, and obvious brand advantages,This is significantly lower than pure online teaching institutions
2, online education profit model is difficult to attack, live mode triggers education industry changes, supplements the disadvantages of online school recording mode, live broadcast + record Broadcasting dual regulation development is expected to get rid of the loss of online education
3. Education + Smart Hardware in the context of rapid maturity of hardware supply chain, speech recognition and interaction technologies, and speech synthesis technology Become a new entry for online education industry traffic
2019 summer money war, K12 online education in the second half, who will be the biggest winner?
1, K12 subject tutoring has strong seasonal characteristics, and training institutions have joined the summer enrollment campaign.Low-cost teaching and advertising marketing to increase market share
2. The summer marketing campaign is a new empowerment platform, and the new installation user scale is significantly improved. Key to continued growth
3, the question bank transformation products attract traffic based on user search needs, and accumulate massive data; tool products are more helpful The teacher arranges homework, students complete homework, and parents communicate to form a closed loop to achieve home school interconnection
4, the question bank transformation education APP traffic advantage is obvious, and the monopoly characteristics are significant; the teaching tool education APP has social attributes to improve students Communication efficiency between parents and teachers, user activity rate is higher than other types of educational products
5, traditional educational institutions online courses and offline courses are highly collaborative, and have a wide range of offline student base, user retention rate Significantly higher than the question bank app
6, the question bank transformation APP has a new ability to pull new, and the traditional education institution has a better new effect >
Language learning becomes a quality educational track for online education
1, language learning into online education quality track, in which English learning tools application covers the user’s entire life cycle, user scale advantage is obvious; children’s English application users More vertical, with clear curriculum, more active users, and higher retention rates
2, language learning apps use the powerful drainage of WeChat applets to grow users< /strong>
To information technology in the To B market: the country and the giants are investing heavily to lead the education informatization boom
1, AI empowers education, information technology makes campus management more efficient, and education information becomes the education industry Come to a systemic revolution
2, the giants compete for the educational information market, and promote the rapid development of smart campuses
3. The typical education information app is based on the home school interconnection, upgrading the communication methods of parents, schools and students to achieve a total of homes. Education, which drives user size growth
The header image from QuestMobile