Online education wave "idea entrepreneurship": K12 is expected to continue

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Online education ushered in a new round of capital frenzy. At the beginning of July, Baidu invested in learning education. Then the Dragon Girl Gong's third online education platform that the good net announced on-line, last week ape question Bank announced again obtains the C round 15 million dollar financing. Behind the capital frenzy, some online education entrepreneurs began to speed up the adjustment and transformation, such as the ape from the net of chalk into the field of the test questions to find direction, and gong a person alone 91 foreign teaching nets, ladder nets, that good net "troika", how the platform how to adjust to become cash cow? South du June invited five entrepreneurs to discuss.

From false to the fittest

South: More and more entrepreneurs in the online field of education are constantly adjusting their direction, and what are the bottlenecks?

Ouyang: The Online education field, one or two years ago, I think it belongs to the idea of entrepreneurial stage. So at present, it has entered a period of adjustment. One is worth noting: education in China is ultimately training. Can be compared with the game field, the game early push the market may be difficult, but the late viscosity is very strong. And the domestic education, early stage is very easy to enter, but the loss will be more and more serious behind. Where did the problem come from? In the final analysis, I think it is against the nature of education and human nature.

I think there are the following bottlenecks: First, the use of traditional education users are not understood; second, there is no way to build a good use of the scene; Thirdly, there is no way to connect the boring teaching with the users.

Take the item bank product for example, although this kind of product form has the demand, but does not have the imagination to be so big, is not necessarily the online education domain best product. As far as I know, this kind of education product stickiness is actually not good. Because students are generally not very willing to use it, and this is a substitute products, not just need. So it's impossible to make a huge difference in the user experience and business model.

Bo: The year before last we used the M o C model to do the mentoring network, the content is mainly concentrated in the field of IT technology content, all homemade video content. Initially we intend to free, and then through follow-up questions, personalized counseling to carry out some fees. But finally we found that the user's pay habits are really difficult to develop.

From this point of view, my personal experience is that users will not pay for pure video products, and ultimately to solve their problems to pay. In addition, we also do platform and content, very tired. For small and medium-sized entrepreneurs, the platform is very difficult to build, it is better to concentrate on the content.

We now use the platform of Q Q, launched a "everyone to learn programming" small project, or the use of the model of flip class, students through the video, the teacher pointed to answer counseling, but feel that this way users are more likely to pay the bill. So back to the fundamental problem, can help users solve what problems. Our user purpose is very strong, that is, through training to master the skills of programming, to find work. The willingness to pay is strong.

So for the entrepreneur, to do the platform than deep into a subdivision of the field to find user needs, improve the user experience in the learning process.

Gong: A lot of people think I'm adjusting, but we've been planning this layout. Before having the online spoken English 1 to 1 video website "91 Foreign Teacher", as well as the K 12 field online education platform "ladder Net", now do that good net, mainly in order to provide elite teachers of teaching video resources, the main teacher and students at the same time online real-time interaction, through the computer screen students have questions can be directly questioned, face-to-face exchanges between the two sides. Hope can make up for the students ' inability to "personalized learning" needs.

Xu: In fact, is not to say the so-called adjustment period, but before the industry's false too prosperous, many people blindly enter, later because of capital constraints have to change or adjust, in fact, is a process of the fittest. Internet education is not a physical product, no standard price or service standards, but a multiple system, virtual system.

Online education is not the left hand development technology platform, right hand to pull teacher, so at best is a tool. Should be involved in a series of systems, to be taught to have a comment on the practice of learning and testing. such as the design of educational goals, how to guide learning and so on. Strictly speaking, online education is a cluster of virtual products. For online education companies, it is necessary to understand some teaching service system and Internet knowledge.

As a platform, the whole link must be covered. Because the user's learning process is the whole system, even if the user achieved some links, but also very easy to lose, and now also on the armchair. So see countless entrepreneurs to adjust the direction.

Li: We made a chalk net before. In fact, chalk net is positioned as "platform + content". Chalk nets as a community and platform, mainly for the accumulation of high-quality teacher resources. Chalk NET is a more concept of products, do platform or community, may be longer, the promotion of time or resources, we can not have been completely waiting for the maturity of the platform. In this adjustment process, we found that users in the chalk on the web for the requirements of the bank is still very large, so began to try.

This year the Ape Bank is officially online. Unexpectedly more than 40 days later, the company has achieved profits. Later on the line two new products ——— grind the political and the first class construction engineer question Bank. We slowly found that the question bank is a way of meeting the situation.

The goal of domestic education is very strong. Students ' learning simply includes teaching, practising and evaluating three links. We hope to be able to cut into two links in the future. At the same time can also through the technology and data, the original standardized products, become personalized. For example, each topic, once a user has done it, has data. For example, there are thousands of people who do the wrong thing, and most of them choose another answer. So we are sure to make a detailed explanation on this answer.

K12 is expected to continue

Nancy: What do you think is the most important aspect of the current online education?

Ouyang: At present, I am still more optimistic about K 12 small class one-on-one live this subdivision area. I think the business model is set up and it's not a problem. Three or four line city there are too many parents have money but can not find a good teacher, cock silk parents still have a very strong change in the needs of students fate, this demand is always there.

Gong: I personally hope that in such a layout, the good net is the platform of the transformation. From the profit model to see: The Good net profit model is very simple, now most are free, the future certainly most of the charges. Collect the tuition fee, divide it to the teacher, then have the difference, this is our profit space. Online education, especially for K 12 education, paid users are not students but parents. Just like this, the live model of the parents can be supervised, not like before the children sent to the offline training schools. I always think that the internet does not have to worry about making money, as long as the children create value, parents must pay. On the contrary, actually we also do the item bank product, but I am more and more not optimistic. Because such products are purely from the angle of students, pay power is very small. The key to paying for this area is to impress parents.

Xu: Education is validated by the quality of the service. The user is not able to have the willingness to pay for an emerging platform. Because he has no way of knowing your quality. It's easy to survive this stage. So for small and medium-sized entrepreneurs, find a point of entry is easy, do a small and beautiful business is not difficult. But if you want to scale, you need to quickly dig out this series of user needs and then to meet each link, this will be possible to become a cash.

Bo: I am optimistic about two types of enterprises. The first is to have the content strength of the company, and then through the form of technical means to improve the user experience, online and offline to get through. The bat has the flow advantage and the teacher and so on resources cooperation superiority, makes the platform to give them. Small and medium entrepreneurs have the opportunity to plough content into vertical subdivisions. The second category is the use of Internet technology to improve learning effects of products. For example, remember the words previously need rote, now through a PP can be analyzed, daily quantification and structured learning.