The "writing industry" thing stirred up the Red Sea: Look at the thousands of K12 answer products

Absrtact: The gentleman is magnanimous, the villain writes the homework. Luoyang relatives and friends if asked, said I am in the writing industry. Young, boss writes homework. The public find him 1100 degrees, suddenly looking back, the person is writing homework. A limerick may be just a student's after-school joke, but

The gentleman is magnanimous, the villain writes the homework. ”

Luoyang relatives and friends asked, said I am in the writing industry. ”

"Young, boss writes homework." ”

"The public find him 1100 degrees, suddenly looking back, that person is writing homework." ”

A limerick may just be a student's after-school joke, but it really depicts the deep pain that the student has left behind. According to the survey of 180 different types of primary and secondary school students in 20 provinces and cities nationwide:

54.6% of primary school students work longer hours per day than the prescribed time, and their average operating time is about 1.6 hours. 73.1% of junior High school students work more than the prescribed time each day, the average operating time is about 2.2 hours.

Although this is only the average time for primary and middle school students to work daily, after entering high school, the pressure of further studies will make the writing industry more prolonged. Therefore, for K12 students, the writing industry is their most common learning scene, and solve the job will not write the problem, is the student most just need a demand.

Of course just need is not enough, more important is the number of users in the billion-level K12 market. This is similar to the kindergarten management platform we discussed earlier, and the millions of families who stand behind students are the focus of this type of product. Education has always been a tripartite market, in addition to students, there are schools and teachers. Start with the answer tool, you can quickly accumulate a large number of student users, after that is the operation of a predictable profit model.

At present, based on the mobile end of the answer product is very hot, 2014 Q1~q3 quarter only 36 Krypton platform exposure of the answer class start-up companies have 6, 7, and the relevant articles have more than 10. And even now the market's answer products have been very rich, but there are still many entrepreneurs to join the K12 field of the answer to the market scramble, trying to get a piece in this field.

The early form and development

of

answer product

The early answer product has two main forms: UGC's answer community and the answer search based on the question bank.

Among them, UGC's answer to the Community-class products refers to students can upload the problem by mobile phone pictures to answer, by other students to provide answers, mainly have homework help, work artifact, ask him homework.

The product above is a working artifact.

And based on the question of the answer search questions, students through mobile phone photos upload difficult problems, but then by the image recognition technology to match the bank, to provide students with answers. This kind of main product has Couba June, learn treasure, Avan problem, and just kill into this field of small ape search problem.

The above picture product is the study treasure.

Both types of products have advantages, for the UGC answer community, its advantage is free, and it is easy to build around the student community culture. Indeed, from now on, many of UGC's answer communities have begun to turn to community products that surround students more broadly. In addition to the answer to the above, you can discuss other relevant content, such as anime stars, campus gossip and so on--the ubiquitous community becomes an important means of sticking with users.

But when everyone is trying to build a community around K12 users, the incentive system designed for students has been promoted in almost all UGC Community products, including virtual currencies and gifts. At the same time, some products are trying to build a more detailed circle, such as regions, schools, classes, we can find in more and more products in the circle of acquaintances around the social products.

Work on the left side of the product, the right is to ask him homework.

and photo-answer products in the early days relative to the UGC of the answer community-class products have some obvious advantages: for example, a wide range of supported topics, based on a wealth of bank resources, fast, do not need to wait for manual input of the answer, and the quality of the answer is relatively high, because the answer to pick the selected.

Just because they are efficient and tough to match, a product can easily achieve rapid growth in the number of users. From their respective claims of user data, Couba June users in 5 million, learning treasure of users in about 7 million, more than the majority of the UGC class of the answer community, the general UGC answer the community's user capacity of 1 million up and down.

But the question is: why aren't such products able to quickly replace the UGC-class answer community?

Multi-Knowledge network recently out of a "photo search question app test: accurate rate of which home strong", from the accuracy of feedback answers, which do the best small ape search problem just over 60%, search time words also about 7-8 seconds. This data is obtained under the condition that the light is sufficient to photograph. And in the face of students more complex and diverse learning photography environment, this accuracy will certainly appear a certain downward. At the same time, in addition to the technology, it is also very important to update the question--------------

Photo Search accuracy Rate = Recognition Rate * search rate * Bank coverage

If the bank is based solely on the available resources on the Internet, it may not be possible to cover some of the new reference books under the line. Although the problem may not be prominent at first, it may later become a barrier to further development of this category of products. For this point of treatment, the avatar and learning treasure have chosen in the original function beyond the expansion of the UGC to expand the answer products, and the small Ape search method is to rely on the monkey Bank of the accumulation of questions.

How did the

later make the difference?

For the UGC of the answer community and based on the answer questions search the product form, the latter did not make much difference, but they are stressed in the existing product form can not solve several problems:

1. Students only get answers, the quality of the answer is uneven;
2. Some of the answers may be overlooked and students cannot get the answer in time.
3. Giving answers does not help students to really improve their scores.
4. There is no interaction between students and teachers

In summary, there is a lack of professionalism and interactivity.

In response to the problem of lack of professionalism, most of the new products are reflected in the introduction of teacher resources-

This part of the teacher's resources are more decentralized: college students, teachers in public schools and training teachers in offline institutions. Compared to the original "learn slag questions, Couba answer" mode, professionalism has been improved, but the product at the same time from the free to pay model transition, students need to pay a certain fee per question. This kind of products are mainly Aicola, micro, Division, love counseling and so on, it is important to note that this method is also used by most of the early answer products.

And for the lack of interactivity, the way of each family is not the same, there are two main types: non-real-time and real-time online tutoring. Non-immediacy is mainly in the teacher to answer the question at the same time, in addition to the answer, but also into voice, text parsing and other information. For example, micro-learning has chosen the "two-dimensional bubble quiz" interaction, similar to Nice's image tagging, marking the key points in the answer, and through the text and voice to further explain the topic.

And the immediacy of the product is love counseling, using the form of one-on-one online answer-

When a student encounters a difficulty in a particular problem, upload the topic by taking a photo function. Online teacher Voice answer questions, and at the same time using different colors of the pen, on the electronic whiteboard to indicate the thinking and focus on the answer.

For interactive products or a small number, the first is due to the technical threshold, how to embed multimedia resources. The second is the current network environment can not support such multidimensional information transmission. However, this product is easier to import a new area, is online one-on-one face-to-face tutoring. and tutoring relative to the answer, in fact, a more in-depth and long-term needs.

in the face of fierce competition, what are we doing now?

As more and more entrepreneurs squeeze into the K12 answer market, our coping strategies are focused on two pieces: Product updates and user access. In the product, originally accumulated a large number of users of the answer products, are in the integration of their product form. We find that more and more of the answer products already include a variety of functions.

UGC's answer to the Community products began to push more content to users

For example, the homework help has been in the product independent of a video course plate, so that students in addition to the answer, but also online learning. But the problem is more precise content push, this kind of push to determine whether the success of the criteria is based on the specific situation of students to push more personalized needs.

And for the technology has a certain threshold of the answer class products, the most important thing is to improve the experience of products-

For example, based on the image recognition technology answer search products, if the technology can quickly improve the reaction time, excluding the impact of different photo environment, then can quickly increase the market share. But from the current point of view this technology is not a significant improvement seems to be a quick thing, this kind of companies have expanded the UGC of the answer business, such as learning treasure and the avatar problem.

It is worth mentioning is based on the test questions of the class products, they are not in the answer field to expand their product form, and this allows them to more clearly in the product logic: through the sweep problem, practice questions, questions and answers these three are the necessary links in student learning. Students do not do problems, first sweep questions, and then want more professional answers, and then through high-quality UGC Interactive completion, and these actions will become the final question of the data base. And at the same time the question bank also guaranteed their search quality, at the same time in a variety of products in each other diversion, this kind of company including ape Questions Bank, Rubik's Cube and excellent answer.

Next is the battle between the Giants?

If we now make an analogy to the field of answer, we can think of the previous "taxi subsidy war" and the current "limousine service war." Now the field is not just a war between startups, but more and more giants are joining the game. Homework help has been relying on Baidu search and technology, quickly occupied the market, other giants are not to be outdone.

Earlier this week, the traditional education and training industry giants New Oriental and Tencent also launched a name for the excellent answer products, although the beginning is just perpendicular to the English field, the founding team said the future must be a whole subject of a product. Although Ali did not have anything to say, but just as the taxi market, Ali cast fast, Tencent dropped drops, and Baidu also according to resist, ready and Uber strategic cooperation. Then we can expect Ali in the future may also launch a class of answer products, cut into the K12 field of this big cake.

The battle for K12 users is continuing, and will continue to be noisy.