Online education market: Players, play, challenges and opportunities

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Introduction: Online Education in the 2013 suddenly hot, whether the traditional internet giants, or new entrepreneurs, or feel the Internet to the traditional industry impact of the offline traditional institutions have entered the online education, divided the big cake. So what players in this industry, and what play, and what opportunities and trends, Black Horse 5000 word text for your system summary and analysis.

What is online education

Online education is E, or distance education, online learning, the current concept generally refers to a web-based learning behavior, and the concept of network training similar.

Popular point to expand the extension to see, all through the Internet or mobile internet learning behavior can be called online education or online learning. But similar to the use of traditional it tools (such as flat-panel tools) to support traditional education is temporarily not classified as online education. Distance education can also be categorized as an online education, similar to web-based training, the concept of web-based learning is all counted as online education.

What players and how to play

Online education players and capital maps abroad

Programming class online education organization Codecademy: is an interesting form of programming Web site, it provides users with a new way to learn programming. It is a web-based interactive programming tutorial that helps users understand some of the basics of JavaScript and, more importantly, uses codecademy learning programming to be fun.

Open Pay Network Video company Lynda:lynda a monthly membership fee of 25 dollars, you can see 1625 kinds of practical video courses throughout the station, from UI design, photography skills, to business skills. In 2013 just completed the latest round of 103 million U.S. dollars financing.

Free large open Online course project company Coursera: Founded by two professors of computer science at Stanford University Andrew Enge Andrew Ng and Daphne Kohler (Daphne Koller). Designed to work with the world's top universities to provide free online public courses on the Internet. Just completed a new round of 65 million U.S. dollars financing.

Consumer-to-consumer Open Platform Udemy: is an open online education website founded in 2010. The site allows all users to develop and create their own courses, rather than leaving the program's permissions to themselves as part of a site. Has now received 16 million U.S. dollars to finance.

Udacity of Free university education: Sebastian Teren Sebastian Thrun, a professor at Stanford, established Udacity in 2011, and since 2012, more than 753,000 students worldwide have enrolled in online classes. There are two types of udacity profit models, where students receive a pay-for-certification exam after a course, or pay for a udacity introduction. The company now has a total of 21.1 million dollars in wind investment.

Khan College, which uses online movies for free Lectures: an educational nonprofit organized by Salman, a Bangladeshi American, has more than 2000 teaching films on mathematics, history, Finance, Physics, Chemistry, biology, astronomy, and other subjects.

An open Network University Universitynow: mainly for adults who want to get a bachelor's or master's degree, currently has a 199-dollar monthly policy, only use Facebook or Twitter account to log in, unrestricted access to the course. Currently set up in San Francisco for 17.3 million dollars in financing.

2tor: A platform that hopes to make online education and school education equal, not as a substitute for university or competition with universities, but rather as a direct collaboration with universities to help universities create and manage online education programs that are as important as school education by providing them with tools, skills, and money. In April, just announced 26 million U.S. dollars in financing, the cumulative amount of financing reached 97 million U.S. dollars

The following key point to introduce is the domestic online education play and classification

1 according to the background of origin:

Traditional internet giants: such as NetEase cloud Classroom, NetEase Open class, Taobao classmate, YY education, Baidu Library + Baidu Education

The traditional education industry online education business: such as New Oriental online, learning and thinking School, Global IELTS School, Suntech Education under the Hi Learning Network, learning major education online courses, Hua Map School. There are many others that are not listed.

Established online education institutions (more than five years): Hu Network, is the remote (listed companies), providing examination it technology services listed companies ATA, Huanggang Secondary School, Hongcheng education, VIPABC, etc.

Emerging entrepreneurial online education companies: 91 foreign-teaching network, multi-bass network, teaching nets, chalk nets (ape questions)

2 Breakdown of business areas by category

A: Language Education: 91 foreign teachers, VIPABC, 51talk, in chat nets, englishbreak, sponge foreign Language, Speakingmax, Love Card micro-spoken, Rubik's Cube English, the school

B:k12 Stage Education: Learn and think school, work together

C: Test Research training: Hi Learning Network

D: Skills upgrading and Adult learning: multi-bay Network, teaching network, chalk nets, NetEase Open class, 邢帅 Network College, the World School and so on.

E: Civil service Examinations and overseas consultation: Hua map, schools, etc.

F: Classification information and portal services: China Postgraduate School, education online, thick Learning network, Amoy Course Network

G: Education Information Technology Services: ATA

H: Child interest Training and early education: 61 o'clock optical nets, Beval nets, baby bus

X: Marketing and Referral services: A run-off network, 360 education

Y: Online learning tools: sea words, extension words, Youdao translation

3 According to the traditional Internet business model classification:

A Mode: 91 foreign teachers, 51talk, VIPABC

B Consumer-to-consumer mode: Multi-bass network, pass class network

C platform: Taobao classmate, YY education, Baidu Education

D community: Snow, English

E Video site: excellent rice, NetEase open class

F search Engine: Run-off net

G Portal: Education Online, China Postgraduate School net

H Network media: Multi-knowledge network, portal education channel

I mobile app: Baby bus, Donahue learning English

J Simple Network content provider: This part of the traditional institutions played this role, in addition, such as YY on top of the former Korean Teaching Association, 邢帅 Network College.

4 according to the contact medium Division:

A mobile end online education Application B Intelligent TV Terminal education (this is still blue ocean) including all kinds of box C pc-side online education (so far the mainstream)

5 divide by Interactive way:

A Interactive (mainly one-on-one or one-to-many learning via remote conferencing video), including live broadcast. is now becoming the mainstream, with the yy,91 foreign teachers and so on as the Representative

B video mode: basically recorded video primarily. To learn and think, such as school representatives.

C-Text type: To the bean, Baidu Library, such as online document model representative.

Atlas of online education capital in China

1 access to investment since 12, the domestic investment in online education has been coming and going. The following summary of recent years in the online education investment map is not in order:

Philharmonic/said Saybot: June 2013 has completed the C round of financing, access to 10 million U.S. dollars C-round investment, Qualcomm led.

vipabc:2012 April, TutorGroup was injected with 15 million dollars by Qiming venture capital

NET: June 2013 a new round of 20 million dollars in capital injection.

Biography Network: 2012-07-31 to obtain the Bertelsmann a round of investment is rumored to have been in April 2013 to obtain 10 million U.S. dollars Baidu financing, but unconfirmed.

91 Foreign Education Network: July 2013 to obtain NetEase capital a round of 4 million U.S. dollars financing

Multi-bass Network: March 2013 access to learning and think 3.08 million U.S. dollars financing

51talk:2013 in July for DCM investment

Ape Question Bank (chalk net): At the beginning of the establishment of the IDG capital of tens of millions of dollars in a round of investment, B round again get IDG700 million dollars financing.

邢帅 Network College: July 2013 won a round of 15 million yuan financing

I win the career: June 2013 won the millions of angel investment

Baby bus bus:2013 year February won the fund million dollar level a round of financing

2 Listed online educational institutions

Security Remote (DL): Orthodox distance Education (China Distance Education Holdings Ltd., CDEL) was established in 2000 for the New York Stock Exchange listed companies, the Chinese Accounting School, medical Education Network, Legal Education Network, Construction Engineering Education Network, Foreign language Education Network, self-study 365, adult Education Network, Personnel Examination Education Network, postgraduate Education Network, primary and secondary education network, financial test network. The closing market is about 343 million dollars.

Hongcheng Education (CEDU): Founded in 1999, is one of the earliest institutions engaged in the network of Advanced Education Services, 2007 in the United States Nasdaq listing. Includes: Network of higher education services, primary and secondary education (101 Distance Learning Network, Hong Cheng Answer network) services, primary and secondary education, international education services, vocational training (teacher training, the training of the Secretary Test ...) And many other fields. At present, the cumulative service more than 1.6 million network university students, more than 6 million primary and secondary students and more than 800,000 teachers. The current market value is close to 111 million U.S. dollars

ATA (Atai): ATA Company is a listed company (Nasdaq:atai) with the main business of examination and Evaluation service. Headquartered in Beijing, operates in Shanghai, the country has 13 branch offices. The current closing, the market value of 113 million U.S. dollars

YY Education: YY Education is June 2011 based on the world's largest team voice tool YY and launched the most professional interactive network teaching platform. YY Education platform gathered nearly 800 well-known teaching institutions at home and abroad and 20,000 well-known lecturers, has held more than 100000 online public classes, more than 6 million active users. Follow the parent company to play more in the U.S. listing. Next page please look at the current domestic online education model of the confusion and advantages.

The perplexity and advantages of the current online education model in China

1 online education by traditional educational institutions

Confused

A does not understand the Internet, the lack of internet technology and genetic talent. In particular, the lack of excellent product managers has led to the introduction of online education by traditional educational institutions, which tend to simply move offline courses to the Internet, and most of them use video-recording courses, or even institutions that do not update their courses for a long time.

b don't know how to get traffic. Traditional institutions have been consciously to do online education, but the fatal thing is, because the use of traditional selling cards to develop such a proxy, has encountered growing difficulties

Advantage：

A The essence of online education lies in education, so we know the essential law of education.

B compared with Internet online education institutions, although the ability to gain capacity in traffic may not be as pure Internet company origin, but due to proficient in the offline sales capacity, so the conversion rate is relatively high.

C accumulated brand effect and content advantage. The cost of online education will be low because the traditional institutions have ready-made teaching content and teachers, as well as long accumulated brand advantages.

Need to pay attention to the problem: how to solve the line under the Internet, and online education status and positioning.

2 Pure Internet Online education company

Confused：

A platform-type company's dilemma is whether the chicken or the egg is the first problem. That is to do the platform first or do the content first. It also faces the question of how to control the quality of such non-standard products.

b The problem for Internet companies doing content is how to make content that meets the needs of users without having to do education. At the same time also need to take into account the acquisition of traffic, the combination of the actual cost is very high, but the advantage is to be able to control the quality of education and service standards.

C Traditional Industry talent and Internet company's gene fusion problem: Online education is a Cross-border project, very few people who know both online education and traditional industries. And if a company has a traditional education background, how to work with the Internet-born people and solve the problem of conceptual differences.

Advantage：

A knows how to optimize the flow structure, good at using social media marketing and online marketing, can achieve accurate access to users.

B in the interactive design and user experience will be superior to the traditional education and training institutions online projects, and understand the product, can make a good product mix.

C often compared to the traditional industry-born people will have more innovative points, can break through the traditional education and training institutions of the thinking dilemma.

Summary: The traditional educational institutions to do online education or pure Internet companies will have the opportunity, and finally will achieve convergence, traditional education institutions focus on content, and online institutions are focused on the platform to form a benign complement.

In addition to the above issues, the entire domestic online education institutions have the following issues to be resolved:

How to solve the problem of K12 learning compulsion and consciousness

In the online education, K12 is a very big cake, the current domestic listed traditional education institutions mainly in English training and K12 education, so, K12 tutorial is also the focus of online education, but the problem is that students choose offline training because of the mandatory, As China's educational environment and current situation still do not realize the change from education to independent learning thinking, students ' autonomy is not strong, so in the network situation, can not compulsory study, the effect is not guaranteed.

Question two: How to form a combination with the current system education

The current system education still takes the examination as the goal study, the utilitarian is strong. and online education to highlight the autonomy, fun, is simply to learn knowledge for the purpose. At the same time, traditional business school training with the characteristics of a circle culture, once online after the loss of the original meaning, such as some MBA, do not know whether the future of online education is to add more social attributes.

Question three: In the video interaction technology specific application also needs certain optimization

As a kind of learning and education, interaction is essential. Interactive teaching will certainly replace the mere view of video to become a mainstream. But the video interaction in some network situation is not very good place or the problem of optimization is not ideal, leading to the network environment is not good, which greatly restricts online education user experience, but believe that with the improvement of technology and China's network conditions, there will be optimization, but at this stage still have influence.

Question four: Profit model and teaching mode

In fact, a platform-like pattern requires a long period of persistence and user accumulation, can finally convert the flow into the final advertising revenue model, after all, Taobao such a platform is not profitable for many years after the profit, the platform needs to rely on a long period of continuous adherence to finally achieve success, although online education must be a major trend, But for the time being, it is hard to see profit hope. Another point is that the education product is a high degree of trust products (in the minds of parents, education and health care is a parallel matter), so the platform to obtain parental trust is not easy, and how to control the quality of teaching and teaching level, but also online education needs to solve the problem.

Question five: How to solve the contradiction between individuation and standardization

Unless the model is 1 to 1, otherwise other models will face different regions, students in different environments face the same educational problems as the same curriculum, because of the complexity of China's geography, the different regions of different textbooks, but only 1 to 1 difficult to expand capacity quickly, a little dilemma.

Question six: Whether can do the backstage it automation and the operation system comb.

Since everything is online, sales cannot be completed and services are online. and a complete online education involves scheduling, scheduling, teacher scheduling, follow-up services, follow-up, and other issues such as the consolidation of the curriculum, in essence, the need for strong operations, and when an online education institutions facing thousands of different needs of students, the operation system comb is critical, In particular, the implementation of all in a set of IT systems is critical, but also a test of the start-up company's difficulties.

Trends and opportunities for online education in five China

Trends and Opportunities 1: Online education interactive, mobile, interactive approach. The first online education is based on simple video education, but now the industry is increasingly recognized interactive teaching, Taobao classmate, YY and so are all live class mode.

Trends and Opportunities 2: Opportunities for small and medium entrepreneurs will become more and more important in the content field, in particular, a number of specialized Internet education content providers will emerge. And the giant platform, small and medium content to act in an opera will become a new entrepreneurial opportunity. At the same time, similar to the electronic business in the field of education Amoy brand will emerge, the platform for high-quality content of the competition will become increasingly fierce.

Trends and Opportunities 3: less relevant than traditional exam-oriented education, similar to small language training and similar to non-mainstream vocational training, love training and so on will rise. Will flock to more personal brands similar to those from media content, wondering if there will be a system of teachers out of the system to transform Internet content providers.

Trends and Opportunities 4: Multi-Frequency interactive teaching methods will be applied to offline and traditional educational institutions, and the traditional institutions of the Internet and it will accelerate. Especially in early education, parents and other fields, the use of interesting multimedia and mobile terminal teaching, as well as the system of it examination teaching will slowly become a trend, the integration of voice, expression, animation mobile terminals will become a link between teachers and students important media terminals.

Trends and Opportunities 5: Learning to play and the trend of community will slowly emerge. The future of online learning will certainly be like playing the direction of development, every knowledge of learning as a strange add blood, and then accumulate medals. The trend of the community and the fan is gradually appearing. Like in YY education such a platform on the same hobby of the crowd gathered into a community for interactive communication, self-management and UGC to generate content, so that in addition to learning will have more opportunities to explore the electric business, maximize the long tail effect.

Trends and Opportunities 6: Online education will slowly change the imbalance of education resources in the region, promote the optimization of educational resources, and the trend of synchronization of education will appear. Children from different cities enjoy the same curriculum and knowledge system under the Internet.

Trends and Opportunities 7: Large data will gradually be widely used in online education. After the interaction is resolved, the data accumulated by each visit footprint can eventually be better done with precision marketing. The larger application of large data is applied to traditional institutions, every time online to do problems, online access to knowledge points, or the use of mobile terminals to collect students learning habits characteristics, more accurate teaching, better organize teaching. and similar to the English spoken language tools will greatly improve the teaching efficiency of teachers, and similar to the ape test bank such as online assessment and data analysis system will be more widely used in traditional institutions, so that real data analysis and large data mining. and through different students to establish learning model to teach according to their aptitude.

Trends and Opportunities 8: With the rise of smart TV and internet television, the accompanying video games will be home education, especially the interactive game and education, parents and students can learn at the same time the family terminal education will rise. This concept has been in place long ago, but the hardware is immature, and with the advent of smart TV and 4G, new opportunities will emerge.

All in all, online education is the term for getting hotter from 2012, entrepreneurs need to advance the layout, trial and error, rapid iterative card position, or there will be a lot of entrepreneurial opportunities, and wait until the real explosive, from the trend of the electricity quotient to judge, online education will also walk through the stage from the rise to the final outbreak, the formation of a sound industrial chain, It just takes time to wait and educate the user. Also need the entrepreneur to stick to and explore more.