Capital "Hot" is difficult to conceal K12 online education

Text/Mao In the past one months, the concept of online education has been hyped again. A-share listed companies in Chinese online, Dr. Peng, gqy video, the whole education, the new Nanyang, Fang Zhi Technology, Li-Chen and other concepts of stock turns up trading tide. Of course, in the capital of the heat behind, there are many online education in 2014 to exit the market. "Communication Life Newspaper" (Micro-letter: maoqiying2008) Through the interview learned that by the Internet, mobile terminals and other platforms, the impact of new models, K12 online education is facing the problem of becoming difficult. K12 Online Education free PK charge mode at present, the whole online education is in the early stage of development, there is no good profit model. In K12 online education, there are three kinds of models: 1, the charging mode of online education using a more charging mode, K12 charge link is also different. 365 Good Teacher founder CEO Dr. Wang Weining, in an interview with the newsletter, said that with the development of mobile Internet, the online education market is growing, and only K12 education model has about 600 billion market scale. And 365 good teachers with the teacher 9:1 of the pattern (teacher 9, platform to extract 1. Traditional educational institutions usually only get 15-25%. Some online educational institutions charge for content. For example, the sale of the bank, according to the first-tier market estimates, the normal millions to do the test questions need 10 million to 50 million inputs, primary and secondary schools to update the topic of 20%-30% each year, this is a huge market. The question is, who is willing to pay for such a big test item? 2, Free Mode July 2014, the Ape bank in the acquisition of 15 million U.S. dollars after the announcement of the transformation: from the pay-for-industry questions to the free K12 education field. At present, the Ape Bank, learning treasure, Baidu job help and so on are published more than 10 million users, they are in the K12 Market direct dialogue. The ape Question Bank COO Conco in the interview with the correspondence Life newspaper, said, "The Ape item bank on-line one months after free, also will forever free." In the future, based on a larger user base, we will provide more value-added services according to the needs of users, which may become a way of earning revenue. "Micro-app Zhangyongqiang wrote that the Internet education platform Tencent Classroom, based on QQ, portal sites, such as a series of large flow entrance, the audience is more extensive, the advantage lies in free education, the disadvantage is that the interaction effect is poor, few people can stick to read." 3, "Charge + Free" mixed mode of learning Treasure founder Huang Tao said, learn treasure 2.2 version of the teacher audio to explain the function, audio one yuan, income from learning Bao teacher divided into a new business model test. Xu Kun, a senior analyst at Sadie, argues that online education is free of content and is charged for differentiated, core content. However, the problem is that the bat's "price war" puzzle, the test-oriented education can be innovative content less, if the bat close to free, then the small and medium-sized online institutions will greatly reduce the attractiveness of users. At present, the number of users of test water charging mode is few and the persuasion of popularization is lack.The free model lacks the driving force for burning money. "The profit model for online education has not really come out yet. "New Oriental founder Mr Yu believes that the main mode of online education is that investors are willing to invest and the money is based on the growing flow of people." Once the flow of people cannot grow substantially, refinancing will become extremely difficult. K12 Online education is confronted with the problem of emerging in recent years, the rise of content-oriented mobile internet online education industry mainly has the following forms: recording, live, test questions, online testing, answer the question app. K12 by the student groups, the industry predicted that the K12 online education of the existing models, have not made a substantial breakthrough: 1, the electric business platform model. At present, Ali, Baidu, Tencent internet giant users, covering more areas, the electric business platform is more mature. Ali "Taobao classmate" through Alipay, to solve the online education trust problem; Tencent classroom with the help of micro-letter, QQ, a series of products, to the closed-loop teaching platform direction. In addition to bat, the most typical is "Follow me" is the use of students online teachers, online payment, coupled with online evaluation, this model mainly by gathering popularity, later through the flow or advertising to cash. Xu Kun to the "communication life", said that the Electronic Business platform to import traffic can be changed, but in the bat mass homogeneous content free environment, small and medium online education institutions to make the alienation of popularity and flow is very difficult, the change is still in the future. And the industry chain advertising push to cash, can only wait until the online education market mature. 2. Interactive sharing mode. Online education is now a lot of interaction, more elementary such as yy classroom to give flowers to the teacher, and then other live broadcast, video courses are also trying to introduce interactive mode, such as Class notes, group of students, sharing ppt, teacher and student interaction between students, the discussion to make the classroom more sticky. At present, more mature products have VIPABC, 91 foreign teachers, 51TALK and so on. The biggest feature is the reality of a person's foreign teacher, "51talk CEO Huang Jiajia said," Maybe a couple of ways there is more profit margins. "Unfortunately, by Shanhaiyan founded ladder nets, that good net is to adopt this mode, 2014 successively closed down, the root cause is to find the channel." Shiru, the founder of Elephant Education, believes that future teachers and every student will use the Internet to find educational opportunities and use the Internet to learn, interact, share experiences, answer questions, and that these massive data will form a large amount of education data and play a decisive role in the quality of education. And through large data is still a sound perfect capital story, the recent Baidu and learning education K12 push online video is the continuation of this story. 3, O2O mode. The O2O mode of online education is to make the teachers and parents directly docking, eliminating the intermediate link and completing the teaching under the line. Students can select teachers through course category, age, position and time, and can further examine the information such as seniority, education, teaching characteristics and user network evaluation. Currently, including 365 good teachers, who to learn, Shenzhou Tutor, Division of the United States and so on. One investor said online education in the world has few profit platform, the current education O2O is recognized as a reliable model, similar to the third party platform 365 Good teacher network, with who learning is from the consumer to B2B2C, and 365 good teacher NET has achieved a profit (PC monthly revenue of more than 2 million yuan, App is not yet online, because of the small size, whether it can be in the industry scale promotion, to be seen. Online education is being sought after by capital Mr Yu believes that the online education has a variety of models, more mature such as the American education system, it put tens of thousands of courses in various universities in the United States online, students can casually study, finished can participate in the discussion on-line. But even so far, has not found a profitable business model, more like a "public service." Since online education (especially K12) has not found a mature profit model, why is capital sought after? 1, the International investment bank bullish K12. Into the 2015, the online education capital market again a big move, the whole pass education 1.13 billion acquisition of the teaching network, Xi ' an learning Yue 100% equity, the secondary Education Network is the largest K12 educational teacher online training platform; questions and answers questions the question bank to announce obtains 18 million dollars financing, Easy to obtain the Tencent industry win the fund of tens of millions of yuan a round of financing, the 2014 K12 fierce fighting for the cross-year deduction, 2, Bat high-profile entry. Since 2013, an average of 2.6 online education companies have been born every day. NetEase "Youdao Online education platform", Taobao classmate, Baidu Jiaotong University MOOC platform "Good college Online", as well as millet online education, new Oriental in the Hundred-Vision IPTV platform ... Hot Events frequently ... The education industry ranks first in the list of investment plans for the next decade, Mr. Ma said at the World Internet Conference. The internet giant is K12 's biggest electric business platform, 3, the education market just need. Tencent released the "K12 Online education Market Analysis Report" report that the total number of K12 population of about 283 million, at present only 18% contact with online education, the future of primary and secondary school tutoring will have more net possible. There is analysis that, under the existing education system, the child's good results is the hard truth, counseling become K12 indispensable scenic line, but also the driving force of online education. Judging from current trends, the K12 field of online education in the 2015 will remain hot. On the risk of investing in online education K12, a famous angel investment analysis in China points out that the K12 field is the largest highland for online education in the next 10 years, with the largest meat coexisting with the hardest bones. K12 Online education is still a utilitarian education, whether on-line or offline, revolves around the "exam-oriented education". Learn treasure, homework state, love counseling, ask him to carry out "exam-oriented education" through problem-solving app, but students ' curriculum has been very heavy, expect Chinese children to sit on the computer consciously through video, audio learning, this is a pseudo proposition. If K12 education is not linked to the official institutions of education, the participation of society will be low and become difficult.Degree is big, "burn money" payback period is long, 2015, K12 Online Education competition pattern still will produce drastic change. Originally contained in Sohu it, the original title "capital" Hot "hard to hide K12 online education to become a problem"