Structural opportunities in the online school market.
It is learned that the online school brand “Fruit Online School” has completed the Series A financing of Qingliu Capital, the first investment fund and Zhenge Education Fund, and the Series A + of Weiguang Venture Capital. Qi Capital served as the exclusive financial advisor for the two rounds of financing.
Fruit Online School is an online school brand cut into South China. At present, it has completed the establishment of all discipline systems in the elementary stage. The number of paying users has reached hundreds of thousands, and the online market share in some regions is the highest.
Online school is undoubtedly the most important keyword for online education in 2019. In the summer of 2019, several online school companies invested a total of 4 billion yuan to shock the advertising industry, and head players jumped to a million-dollar mass. By the beginning of 2020, an epidemic sent the online schools to the forefront, and all primary and secondary schools started remote online teaching through platforms such as Nail and Tencent Meetings, accelerating market education for C-end users. When the focus of the 180 million K12 crowd gathered online, the online school market ushered in structural opportunities, and the number of enrolled fruit pulp online schools increased by 5 times in February from the previous month.
In terms of timing, founder Zhu Ting believes that the battle in the field of online school will end in the next 5 years. Small companies have no chance to enter the game. In the future, there will be multiple head brands coexisting, and there will be no one. Because education companies are not bilateral platform models such as Taobao and Didi, they cannot integrate all the supply chains (B-side) and users (C-side) on the market.
“Taking Guangdong Province as an example, we have 15 million target users and a penetration rate of 5% is 450,000 users. One province can support a valuation of 5 billion yuan.”
The greater value is that when educational brands reach a certain penetration rate in the region, even if the giants come again to capture and want to enter a local market that already has similar educational brands, it will not be easy.
In terms of market size, the current online education penetration rate is only 10% (statistical data before the epidemic), and there is still a lot of room for growth in the future. The founder Zhu Ting believes that in the future, the online large class will take one year Revenues can reach 200 billion.
From the perspective of competitive advantages, the difference between pulp online schools is:
1) Product side: the course is more interactive;
2) Traffic side: a more efficient private domain traffic operation model;
3) Data center: The data system and the center system are complete.
First of all, the course of Fruitmeal School is designed based on student experience. Through classroom interaction, students have a full sense of “participation” and “attention.” They always make students C-level, instead of binding students with rules This means that the users that can be targeted by the pulp online school are a broader group of middle-aged students, rather than the current preferred training model. Judging from the results, the interactive result is that parents report that “the child can sit in front of the computer.”
Second, the advantage of the pulp network school is to take the region as a breakthrough point. It has a three-pronged approach of “sea, land and air” (sea, land and air are used for launch, ground push and private domain traffic). Zhu Ting believes that “the influence of IP is based on accurate and effective content.” Starting from a single province / city can take advantage of the unique local cultural attributes and targeted content to achieve better conversion effects. “And when the density of an area is large enough, the user’s own fission will become easier,” Zhu Ting told. Also because of the cut-in from the region, the customer acquisition cost of the pulp online school is much lower than that of the friends.
Third point, in Zhu Ting ’s view, the essence of online schools is “driven by data and products.” A solid data operation system is the basis for online schools to improve teaching effectiveness, operational efficiency and large-scale expansion. Completed the construction of the five major data backends, and the data center has been verified to enhance classroom effects and service quality.
From the team point of view, Zhu Ting, the founder of Fruitmeal School, was the general manager of UC browser of Alibaba Mobile Business Group. He led two major transformations within UC; later he founded the self-adaptive learning system, the God Operator Education brand. Co-founder Liang Jinwen is a member of the founding team of New Oriental Youneng and a former director of education excellence. He is a veteran of the K12 education industry. He is familiar with the class business and complex supply chain management. Back.
Zhu Ting tells that at present, the pulp online school has become a regional head brand in South China, and cross-regional exploration is also underway according to plan.