Speaking of online education, online education abroad much more than the maturity of the domestic market. Early in 08 United States California on began statewide used electronic textbooks instead of paper quality textbook, Japan University undergraduate graduated requirements close half of credits is through “remote teaching” completed of, Korea is currently world Shang implementation electronic textbooks teaching efforts maximum of national, and China of online education experience 14 years of development, to today has to has a hot of State, was said online education hot money behind by rendering of is bubble of phenomenon, after all to currently weizhi domestic of online education market also no appeared a real of strong brand. Liu Kuang thinks online education in China faced with the following difficulties:
First, the quality of education is difficult to control. On one hand, students ‘ learning was uneven, teachers need to have specific lessons, far harder to massage these categories in home economics. The other hand, rely solely on student achievement to measure the quality of education there is a certain irrationality, can improve students ‘ grades are not a short time, but also there are many subjective and objective factors.
Second, education product consumption decisions more complex. Education consumption need to consume a lot of time and effort in the process, the higher the price, experience link complex, so the decision will not be as simple as moving nail, nor the same as cat East shopping, pick the cheapest highest score you can. Most descriptions of teachers on the education platforms of difference was not obvious, and there are a lot of homogeneity, so users on the decision of educational products is a very big problem.
Third, within the teacher’s reputation is difficult to establish. Many K12 user spend tens of thousands of large organizations purchase one to one service (hundreds of hours), and this situation is difficult to appear in the individual teacher. This problem also affects users on the teacher’s decision, the O2O platform considered essential to deal-making, resulting in the conversion rate will be very low, in the same way from Taobao, premium user runs in the end to the cat, also proves that individual sellers Taobao sellers than organized institutions. Because of the good teacher training is a huge project, so the serious shortfall in the supply of high quality, which is a challenge for the platform.
The four, overwhelming strength. For a teacher to do class work was not easy, on the platform to complete customer service sales, listening service and a series of work for a little bit of increased earnings, breaking the original Division of the education industry, greatly challenges the teacher’s job easier. Except for a small number of qualified teachers, the vast majority of teachers are not able to marketing, sales, teaching, service, and other skills sets in. At this frequency, supply side required complex deal-making difficult, viscous simplest on the market with inadequate teachers and user-O2O butt, not burn money can make things.
All Governors are involved in online education
New Oriental began as early as 2000 to launch the new East line, involved in online business, but from an overall perspective, New Oriental’s understanding of online education does not think beyond the traditional business areas. New Orient just sees the Internet as a tool to create products to complement the traditional core business of innovation, while the Internet company’s starting point is to reconstruct business models via the Internet. New Oriental cultural gene and the Internet company’s way of thinking is actually out of new growth in traditional areas in the East are about to encounter bottlenecks, if you catch the wave of online education opportunities, most likely entered a period of growth. Cooperation with the Internet giant became the new restructuring inevitable choice in the East, in addition to the cooperation with Tencent, a new cooperation between the East and the rest of the Internet giants are also possible. For example, New Oriental has many times in cooperation with Baidu, and make full use of each other’s large research and development advantage; Taobao on students, some courses are also available for sale at the new Oriental, current also achieved excellent results.
YY launched its brand 100 independent education education launched intensive courses include TOEFL and IELTS in two fields and hit the foreign language training market. 100 online education education broke the domestic industry, online platform to bypass the traditional structures, establish contacts directly between teachers and students, and permanent free TOEFL IELTS intensive course. Completely covered by intensive content below the line and Internet products, teachers taught, woken up sleeping in the new East, directly impact their core areas. However, YY was born in platform games, with YY education bigger, also faced pressure due to the heavy atmosphere of the game, so a lot of people feel that YY is the entertainment and gaming platforms, rather than a learning platform.
Learning and thinking is an Internet Enterprise thinking, changed its name after the next will adhere to the Internet thinking is to go deeper. Good future business is not limited to online education products and platform products, try new products and education market. Good baby tree for strategic investment to 150 million yuan in the future, through the 6-24 product line based on, with the Darling tree 1-6 the age of product placement.
Many traditional educational institutions are shaping their own Internet thinking, in addition to the new East and well outside the future, science education is also seeking online business transformation. In late March, xueda education online learning systems e learning, which will take over the key to science education in transition processes. Internet is the traditional area is the subversive transformation, this is a great opportunity, for a new impetus to the growth of traditional training institutions, but they also are facing competition and challenges from the Giants.
Amazon announced the acquisition of online mathematics TenMarks education service provider, Google Helpouts Google testing its C2C online education platform, Alibaba Group announced an investment of VIPABC TutorGroup group, giant for a coveted heart already appear on the online education market.
Has a plot of teacher Jack Ma, still wants to do something in the field of education, Ali launched Taobao students from 2013, integrating online education market, over a period of time after the exploration and development of February 2014 TutorGroup Ali investment in mortal online education platform, the live interactive online training platform, with certified teachers from 32 countries around the world, mostly English-speaking countries.
Tencent also unwilling to, and other online education platform different of is, Tencent class has its unique of development mode, sat hold over 832 million of QQ user, while aggregate PC QQ, and phone QQ, variety channel, for platform with to has huge flow, through built institutions and user of connection platform, while solution has institutions to looking for user of pain points, on the and solution has user online Shang learning interactive channel of problem, to closed ring way build online education platform.
With Baidu into a comprehensive O2O field, Baidu money by hand hundreds of educational institutions, to create the largest vocational education O2O platform. Baidu rich based on Internet entrance and technology advantage, in-depth development layout education industry, expand including education credit, graduate, and MBA, and study training service, zainei of series business, Baidu rich will gradually and more education institutions expand cooperation, built education credit platform, for user provides mass quality courses, highest credit lines 50,000 yuan, let user easily paid tuition, and repayment most long can points 18 period, than credit card more convenient, maximum degree of reduce has user of loan pressure.
Causes of failure in traditional education in transition
With the emergence of the Internet and the mobile Internet, online education platforms have emerged, which in turn brings the change and transformation of traditional educational institutions, but so far, none successful, Liu Kuang considered reasons are as follows:
From business rationality for, a education reform often is most bottom pour forced past most excellent reform, so elderly from South designated has a to, now became most dazzling of exists, so education institutions of reform or transformation need from three or four line, city began, gradually formed a reform sent, then pour forced most excellent of at the to reform, because to then whole institutions has can on big at the of performance see not Shang has.
From the market point of view, with the accelerated pace of mobile Internet, due to information asymmetry and other businesses in the past, will gradually lose interest, as time goes by slowly approaching zero, which is why traditional educational institutions eager to transform Internet O2O or education reasons. When the market operation when disconnected from the Internet, it should be noted that the next phase of decline. Keep your core, and the most competitive part of education to do. Do principals and whether the power of the Internet, or the Internet is not important, important for the man to have the awareness of the Internet, rather than the market.
From a strategic point of view, regardless of the mode of online education and traditional education is inseparable from the Internet thinking, Internet + education is made education Internet thinking, rather simple mechanically O2O concept, last class course is online, offline classes combined, this is just the surface, and contains the deep is their promotion. Instead of changing forms of education, not even change a few can change, another thing is to realize the relative fairness of education via the Internet, rather than education + Internet, that is the starting point to institutions, two ways are, just being able to understand the differences.
Solve the pain points is King
Both offline traditional education institutions, or original O2O platforms on the line, should not fall into blind competition while ignoring the essence of education, truly user-centric and solve the pain points is the way to survive.
First of all, truly understands education is most persuasive. Success in several education O2O project financing is not difficult to find, the founder’s educational background is quite strong. Just a few months to complete 3 rounds of financing education O2O platform, its predecessor Hu Guozhi, the founder is co-founder of large traditional counseling agencies elite education. A native born in South China’s first learning services focused on primary and secondary education teacher treasure O2O platform, was 30 million angel round investment, Yu Long, the founder was born in a traditional education and counselling industries, he roots in elementary and middle school students outside for nearly a decade, the Education Foundation is quite deep.
Second, understand the nature of education addressing user pain points. Education O2O platform ignores the essence of education. During the course of primary and secondary education, teachers, parents and students not just the family-school relationships, is a more intensive education community, they exchange more closely, children school continuation resulted in higher learning habits and results. While traditional online education whether it be video, still questions, photo checks, both students and parents cannot directly completely transparent and open exchange with the teacher, interactivity is obviously inadequate, is not conducive to achieving the ultimate goal of education. O2O education projects must address the pain points of this user, it requires the use of Internet technology, to connect students, parents and teachers of precision, easier to achieve between teachers and students “to interact, communicate, communicate”, rather than simply the online learning environment.
Finally, have a strong ability to integrate educational resources is the key. General think, education O2O project funds scale more big, distribution regional more wide, that its master of education resources on more more, and facts is not so, in quality education resources shortage of today, front pulled have more long, only makes forces more more bulk, this education O2O in line city may is ‘ heavily stationed ‘, but in second-tier City obviously on appeared ‘ forces insufficient ‘ of problem. ”
In second-tier city in the, Dongguan on has a typical of example, the area a education O2O project teacher treasure started has 2015 degrees of “6.16 camp Carnival” activities, short time within on joint Dongguan area near thousands of line Xia education counselling institutions, integration has these institutions of all camp activities, covers has language learning, and abroad travel, and exercise body, and interest specialist, and development brain, and quality expand, many project courses, its master of education resources regardless of is quality also is number, O2O goes far beyond other larger education.
Vertical trends in online education into the future
Turns out, capital markets are more optimistic about a foreign language online education vertical, in addition to online training market also has a good financial prospect, especially after a stock Bull. For example, owned by Tencent Shanghai Yi school the financial online training, and provide its shareholders with stock market knowledge, technical analysis method of anytime, anywhere learning, coupled with online interactions to explain, using its own professional signing stock trainer instead of website revenue of 110 million yuan in the first year.
English, and stock education market is not new market, has been are online Xia exists, and now through Internet this tool will line Xia courses moved to line Shang, no longer was taught site, and lectures number, and lectures time, and interactive way by limit, professional of training lecturer concentrate on build courses, this whole process reflected out “Internet tool” of advantage, also let education return taught and learn of nature.
Most of these examples on K12 online education entrepreneur may have limitations, but for investors and entrepreneurs understand the truth, mode of online education the emphasis is not on the site, but education itself. Watch road by CCTV exposure of children where
O2O future education, more professional really knows what they will be in education, and master the Internet thinking institutions, should such a body be found, will stand out in education O2O this Red Sea fight warlords.