Online K12 Education: Doing content is dead O2O and TV is the King

"Research findings"

1. The K12 of online education (primary to middle school, high school) is hot, competitive and potentially risky. Its lively degree is second only to the language training class;

2.K12 students are mainly in the examination stage, learning initiative is insufficient, simple online way is not suitable, the better cut-in point is the chain wiring line under the O2O teaching mode, through the class and after class, can usher in the Broken bureau;

3. For the student-stage education mode, the society originally needs a "Xinhai revolution" from the educational thought level, and the current K12 education mostly adopts the "Westernization movement" with poor curative effect, concentrating on the technical level, which is short-sighted;

4. In the field of K12 education, traditional offline education and online education are not antagonistic, there will be more opportunities for cooperation in the future, and ultimately the formation of a hybrid approach to education learning.

User behavior analysis: Video on Demand most users like

Tencent technology Penguin Smart Cool has just conducted an online education survey for nearly 20,000 people. For the network learning product selection, 19% of the users choose Video-on-demand platform, is the highest value in all online education products.

The second place is the online courses and school classes of the training institutions, and the third is a variety of learning aids tools. As a new interactive tutoring platform, only 6% of the users chose to try.

In the survey, users who did not use any online education products accounted for 24%.

Player: K12 Online education pattern

In the entire K12 online education industry, a trend is coming from the Internet players, such as YY's 100 education, its users and traffic, the main open platform, using all-inclusive new business model, part of the free, part of the fee. At the same time, YY will be the education business plate of outstanding institutions and courses to 100 education platform, and through the curriculum development, teacher training, capital cooperation and other supporting policies, the content and function of online education, but also simultaneously attract the external outstanding K12 educational institutions stationed.

At the same time as the new player entered the bureau, there were also people who were blocked from being killed. The ladder net is a typical case.

Ladder Nets the same main all-inclusive model, but because of the continued burning of money, did not really establish industry barriers.

In the content, the ladder net boasts 10 million questions, but the internet is almost impossible to have exclusive content, other can completely take away;

At the teacher level, it has a large number of teachers resources, but become a high cost burden. Because, the teacher produces a large amount of content can not sell the price (free), also not enough students to spend;

At the same time, platform scale advantage is difficult to form rapidly, K12 online education belongs to the slow and hot industry, and the "system" is closely intertwined, the platform scale growth needs several sides to grow together, difficulty is big, time is long.

K12 need long time operation accumulation and user accumulates, the user accepts the habit also to cultivate.

Another "veteran" of the network, based exclusively on K12 online education for many years, belongs to the first camp of purely online education.

The K12 field also has a wave of power, from traditional educational institutions. They are also trying to cut into the line. For example, a good future, a major education and so on.

In this field, traditional educational institutions are actually challenged. Into the online education, it is inevitable to face their hands and ears, line online under the trouble of fighting. But at the same time, we need to see that traditional educational institutions have a prominent advantage in content and a better understanding of the nature of education.

Good future under the school and think of the number of users have exceeded 1.05 million, and the introduction of education community parents help, from the competition for students, to the full occupation of parents to upgrade, and with the help of postgraduate school to K12 above the adult education field extension.

The big education has released the E Learning Big intelligent platform, accelerates to the on-line mode transformation, the channel carrier expands to the tablet computer. E School general to build "Off-campus, school building" two ecological systems. Among them, the school system to the curriculum auxiliary industry as the core, learning large internal implementation line under the combination of online, and open to join the channel, at the same time implement a series of mergers and acquisitions plan, the campus system to full-time schools as the main body, providing digital education services.

Challenge: Always do the content, will be consumed by death

K12 platform is the need for a large amount of users to do the support, and high-quality content is needed for a long time to come out. But the one-sided pursuit of content quality, platform will be consumed dead. Therefore, the reasonable way is to first put the amount to a level, and then gradually improve the content.

Due to uneven geographical distribution, many small and medium-sized institutions, the quality of standardization is difficult to control, students are poor initiative and many other reasons, K12 belong to the online education difficult to gnaw bones.

In the industry environment, there are some problems such as the uneven distribution of educational resources, the high educational cost, the K12 of compulsory education and the disorder of tutoring. In particular, the domestic education resources remain in the system, the product model is only the current school teaching mode of simple technology imitation upgrade, China's education sector relatively conservative closed, the outside is difficult to enter the school, immediately by the policy, by the headmaster, by the teacher, the students play out.

In addition, "Quick trial and error, rapid iteration" The Internet's typical success idea is not suitable for k12 online education, and this area may require more "traditional thinking". K12 Education for teachers and technology cost a lot of capital, the market relative "slow heat", the user is a student, decision-makers are parents, evaluation of the teacher, the three links to get through high efficiency in tandem is complex.

Opportunity: Into the living room, directional output

Can try to do value-added services, such as K12 field of questions and answers or professional one-on-one training, the relevant income from the platform and organization to divide.

In addition, if from the "education imbalance, the employment of college students, lack of educational innovation, difficult to provide life-long education," the four major current education pain point, K12 Online education business will find more possibilities.

The teaching of pure knowledge, or the communication of skills, can make up for the deficiency of traditional education by using the online education model. K12 can be a breakthrough in the mobile end and TV, through the TV oriented home education market to do directional output, promising.

(Responsible editor: Mengyishan)