Occupy consciousness over online education: Rise and fall accompanied by large data or achievement breakout points

2014 has arrived, as investors, traditional education and training institutions and internet giants scramble to occupy the online education sector. Micro-online education in the recent big events, with the rise and fall accompanied to describe the past: both Alibaba, Google and other giants to intervene in investment, but also at home and abroad such as chalk nets, tutorspree and other platforms unfortunate "killed".

In the context of the placement of various forces, what are the new trends and breakout points of online education possible? Large data and personalized services will be the key to online education to counter offline education.

Occupy Online education consciousness spread all over the line of power

The 2013 was an extremely vibrant year for online education, and in 2014 years, investors and entrepreneurs were not less ambitious about the online education market. "Near" has Alibaba VIPABC parent company TutorGroup and investment amounted to 100 million U.S. dollars, and Google spent 40 million U.S. dollars for the first investment online education platform Renaissance. "Far" has the traditional offline education institutions new Oriental, good Future (formerly known as: Learn to think) such as overweight layout online education.

What is the prospect of online education? As early as last year, Mr Yu put forward the future education and training industry will form a "64 open" judgment, he believes that the offline education market will gradually reduce to 60% of the total training education, the proportion of online education will rise to 40%.

At present, there are probably two types of "placeholder" for online education in China: A kind of internet gene with root red Miaozheng, a kind of education gene carrier who belongs to halfway. The former are both Alibaba, Baidu and other internet giants by virtue of user base and technical support to get into the platform, but also the network, biography nets and apes, such as the pursuit of "small but beautiful" vertical field of cultivation, the latter can refer to the new Oriental, good future and other offline training institutions.

For the old education and training institutions and internet giants scrambling to occupy the field of online education trends, the Qing Branch venture investment director Ningshong Analysis, said, "all stages of education needs, the market there, the online education giant's market concentration is also very low, the customer unit price has been very high." Therefore, from the point of view of supply and demand relationship, online education theory is not lack of users, the actual lack of quality education content. "

As a then, the network seems to be the driving force for change in the education industry, and the trend from offline to offline is unstoppable.

The prosperity and decline in the transformation: while the investment continued to be "killed"

"Rather die on the road of reform than in the success of the gene Heap," Mr Yu said from the side that even if the concept of online education is hot, there is no mature development model.

If we simply comb the second half of 2013 to date the investment events, only for the domestic scope, there are as follows: (according to the group of the Qing branch of private equity statistics)

2013.7 91 foreign Education net NetEase Capital 4 million US dollar a round investment

2013.7 biography net Baidu Investment Department B round Investment

2013.8 Ape Bank of China, IDG Capital 7 million U.S. dollars B-round investment

2013.10 English Magic Cube investment in Gobi

2013.12 51Talk English shun for the fund, DCM capital of 12 million U.S. dollars investment

2014.1 mustard pile millions of yuan investment

2014.2 North Wind Network peak group millions of U.S. dollars a round of investment

2014.2 classes (OpenCloud education) Brothers Capital tens of millions of yuan a round investment

2014.2 VIPABC Parent company TutorGroup Alibaba, Temasek and Qiming venture to invest 100 million dollars in B-round

In the experimental stage, it means that the rise and fall accompanied. Domestic chalk nets as SNS online education platform, has been the IDG capital, Jingwei China's two rounds of investment in a total of tens of millions of U.S. dollars, but its online only 15 months of time, closed last November. In this respect, there has been an analysis that the site of the chalk network is more broad, can not be between teachers and students two groups formed a sticky. In this respect, Zhou Zhiyong, deputy general manager of an investment agency in Shenzhen, said to the investment industry reporter, the chalk net in the pattern does not have the very big flaw, but its target market has not grown up, the external environment does not cooperate.

Coincidentally, online education over the past few years in the development of foreign countries is also "misery", full-time in Y Combinator Tutorspree last year announced the closure of the second half. The platform used to be a connecting hub for tutors and students. Why did the website, founded by the Wall Street Journal's former employees, fall? According to its founder, the tutor and students through Tutorspree get contact, the "intermediary" fired. In addition, due to the excessive reliance on search engines, the money spent a lot, the number of loyal users has always been limited.

Where is the crux of the rise and fall of online education and the continued burning of money? Ningshong that for online education, the development of the platform can only be facilitated if the educational resources are abundant enough. And from the point of view of building the educational platform on the line, all the Giants are not worried about the flow and the user resources, the scarce is the high-quality content.

New trend: Language learning as a breakout point? Large Data & Personalization

Since can not follow the "car before, after a rut" road development, the future of online education will have any new trend?

Ningshong to the investment industry reporters that the traditional educators can better grasp the improvement of performance, to ensure scientific learning progress and other overt needs. The so-called internet people are better at mastering the hidden needs of entertainment, social networking, and even showing off. Therefore, only when the product and service form of online education meet both the important explicit demand and the invisible demand, and ensure the sustainability of the demand, can we finally promote consumption.

Based on this, large data and personalized services will be the key to online education to counter offline education.

For example, K12 market despite the vast, but children learn through the Internet, how to ensure that not distracted? How should parents supervise the quality of learning? Moreover, the existing online education of teaching water products and courseware quality is mixed, for some parents, still willing to waste time on the "visible" road, nor easy to "touch" online teaching.

The primary and secondary school students need to learn, the most important role is to pay the parents, the second is the student and teacher. Ningshong added. The explicit demand of parents is to see the children hard to learn with the teacher, test results are improved, the implicit demand is their own money but not trouble.

What if the object of teaching is an adult? While the fragmentation of learning is suitable for this group of charging, relaxation, but the existing curriculum does not well meet the diverse needs. It is reported that the current domestic part of the online curriculum does not focus on adult thinking mode to optimize the teaching module, so the market reaction is general.

So, rather than their own short attack that long, as plowing to make big data, different age, different levels of user needs analysis, and then think how to provide personalized service. Ningshong said that if the use of information to achieve extreme personalized service, then online education will have the advantage of competing with offline education. "The ape-bank approach is an example. "he said.

In addition, the recent media reports, very smart correction network team to their own learning platform with a brother--B2C network, and said "try to build a closed-loop study preparation." From the point of view of locking user and platform positioning, the team's route is relatively clear.

According to TutorGroup, China's adult English training industry has grown by as much as 25% per cent a year to 2016, up to $21 billion trillion in market opportunities.

It can be said that in China, learning a foreign language is a universal need, language learning is expected to become one of the outbreak of online education.