Keep in mind that the advertisement is just a medicine primer
Editor’s note: This article is from WeChat public account , author: gull sister.
“One year’s plan lies in summer heat”, this is the law of the education industry, and education companies will naturally not miss this “lucky season”.
The epidemic in 2020 prevented the full return of primary and secondary schools, and it is not yet known when offline education companies will “start”, but it has not delayed the marketing battle of educational institutions, but it is still earlier than in previous years. A few institutions even abandon the spring class directly and start summer marketing 3 months in advance.
Xueersi.com sent a summer vacation registration notice to parents as early as the end of March; the summer vacation course registration channel has also been opened to anyone; in mid-April, Netease Youdao ’s K12 online school Youdao boutique class announced that Lang Ping officially became its brand. Spokesperson … Heavyweight players such as homework assistant, New Oriental Online, and Love Learning joined the battle.
As a result, this year’s summer education battle has begun. In an interview with the media, Zhou Yan, the person in charge of the Trinity Language Program who has learned a good class, said that summer vacation renewal usually accounts for about one-third of the annual income, which is the top priority of the annual income of training institutions and is related to a large number of primary and secondary education. The life and death of the institution.
However, official news about school weekend supplementary classes and examination extensions are constantly being released. “Short summer vacations” have become inevitable. Perhaps the time left for training institutions this year may be only half a summer vacation.
01 Summer 2020 money-burning war, came earlier than in the past
In the summer of 2019, the fighting for K12 extracurricular training officially spread from offline to online.
Since sharing bicycles, the long-quiet internet has been silenced and the battle has been rekindled. This time it is the turn of online education.
Last summer, major education and training institutions, including Xueersi.com, ape counseling, and homework help, started crazy competitions and launched a variety of all-inclusive “Summer Special Packages” to recruit students:
Xueersi.com launched the “49 yuan summer trial class”, the “49 yuan summer system class” and the summer joint report class guided by the ape, and the homework assistant focused on laying the entrance grade and opened 50/99 yuan special classes. Door-to-door launch of the “Free First Month + 200 Yuan Trial Lesson” …
In addition to low-cost strategies, major education and training institutions have online and offline online vibrato, quick hands, today’s headlines and major portals, as well as airport bus and subway platform bodies.Channels, spend huge sums of money to launch a marketing war.
According to statistics, after the end of the summer of 2019, Xueersi Online School’s marketing investment cost is about 1 billion yuan, the homework help “burned” nearly 400 million, and the investment in ape counseling has also reached 400-500 million yuan. In just one summer vacation, the total summer investment of more than ten K12 education head companies reached RMB 3-40 billion. The anti-cyclical and continuous stable cash flow characteristics of the education industry reflected by this data once again shocked the entire advertising industry.
Summer vacation enrollment, at least the online education part quickly walked into the early “burning stage” of the Internet industry. Whoever gathers and retains more traffic, who will laugh last. According to the survey on “New Insights into K12 Online Education under the Influence of the Epidemic”, the reach penetration rate of the target population of K12 online education has increased from 37.5% to 56.7%, and the significant increase in the size of users has made major K12 education companies look at them.
Whoever learns and teaches a good course from the summer vacation that came into the game later last year obviously will not wait this year. And the job help that accumulated a large flow pool through the search app is more unlikely to miss the conversion of the regular price class.
Not long ago, we confirmed the cooperation with Focus Media and received a billion dollars in financing for ape coaching. Marketing advertising has already been overwhelming and entered the “Battle of Life” ahead of schedule. In addition, in addition to advertising, all the online goods brought by the epidemic also appeared in educational products.
There is also the old big brother New Oriental, a good future in the industry, who to learn from online upstarts, ambitious homework help, letter financing ape counseling … This summer, a fight is inevitable.
02 Educational advertising has fed most of the advertising circle, Burning investors’ money should not be distressed
How will this summer’s summer war evolve? Sister Ou found that history will not repeat itself, but there will always be striking similarities.
There is no overlord in the online education market. K12’s old and new institutions want to be the first, and the competition is particularly fierce. This fierceness is reflected in the large-scale burning of money to win customers during this summer. While online education is mainly for short-term customer acquisition, it is inevitable to invest heavily in advertising wars.
“Advertisements from educational institutions are everywhere!” Recently, whether you open Douyin, Kuaishou or major browsers, even today’s Toutiao and elevators are advertisements of major educational institutions.
At the same time, celebrity endorsements are also sought after by K12 education companies. According to the survey data of “K12 Online Education New Market Insights Affected by the Epidemic”, users’ brand awareness of online education products accounted for 40%. It can be seen that brand recognition plays an important role in K12 education companies.
1, Youdao quality class and homework help, online education frequently play “teacher card”
In the past April, Netease’s Youdao boutique class and homework help live broadcast class have successively announced their own brand image spokesperson and exclusive endorsement partner, which has attracted attention in the industry.
Interestingly, the brand image spokesperson for Youdao Fine Class is Lang Ping, the head coach of the Chinese women ’s volleyball team who has never spoken before about educational companies, and the homework live broadcast class has become the exclusive global endorsement of the Chinese women ’s volleyball team in the education field. Partner.
Summer vacation enrollment is imminent, high-profile announcement of the “iron hammer” to join, for Youdao quality class, it is not difficult to see its urgency to strengthen brand recognition and “All in K12” determination. Similarly, as the official education brand of China’s national women’s volleyball team, the homework gang will carry out extensive and close cooperation with the Chinese women’s volleyball team around idea exchange and brand promotion.
When the “iron hammer” meets the Chinese women’s volleyball team, whose brand effect is stronger?
The two online education institutions aimed at the “women’s volleyball team” coincidentally, precisely the audience’s breadth and reputation of the “women’s volleyball spirit” and their fit with their products. Although we do not know the specific endorsement process and content, in terms of results, the two education brands have their own considerations when choosing individual and group endorsements.
Liu Renlei, vice president of NetEase Youdao and head of Youdao marketing department, said that asking Lang Ping to be a spokesperson, in addition to the consideration of enhancing the brand recognition of Youdao quality courses, is also because Lang Ping is a well-known “famous teacher in China” “.
For online education product marketing, there are only two groups: parents and students. For the main parent population of K12, Lang Ping has become a national idol since the fifth consecutive championship in the 1980s, and it has become a memory of the post-80s and post-90s generations. For students, Lang Ping was the head coach of the Chinese women ’s volleyball team in 2013 After that, the record was outstanding, and it also began to affect after 00.
Tencent advertising marketing empowerment center insight shows that the K12 audience and the women ’s volleyball audience coincide up to 78%, and the education keyword crowd and the women ’s volleyball keyword tags are highly similar, these are the two