Suddenly, as the spring Breeze, kindergarten management platform App National race

Two weeks ago, we reported on the kindergarten management platform "cloud Commander", and after this, we have come into contact with a number of kindergartens focused on the field of Home Interactive app. In addition to cloud Commander car, you are in the App store to search "home interaction", you can get more than 10 products baby cloud, doll face, see dolls, Shellfish chat, love every day baby and so on.

In the process of communicating with these entrepreneurs, in addition to the early cloud of young children in this field, I found a common trait: starting this year in this field. So here's the question:

Why is it so hot this year?

According to NetEase News report, there are more than 180,000 kindergartens nationwide, of which private kindergartens occupy 70%. But in fact, from the perspective of entrepreneurs, the market seems to be bigger, they told me: the number of private kindergartens about 200,000.

When it comes to competing goods, the entrepreneur first mentions the campus management products in China's earliest form: School communication and home school. But more and more regions are banning this type of product. In Beijing, for example, in June this year's "on the 2014 Beijing to further standardize the work of education fees," the clear mention: Can not provide "school communication" software such as the admission of convenience. And this kind of traditional management platform software leave, let originally monolithic market appeared loose.

Apart from the opening of the market, millions of families standing behind kindergartens are the focus of such products. The recent year's attention to the 0-6-Year-old online education product presents a prosperous situation, more and more entrepreneurs will focus on children around the relevant user groups, there are many different types of products. For example, maternal and child community products have childcare records and personal cloud storage platform for the baby tree and the service of the young mother of the spicy MOM Help, providing educational content products Beval, attention to child English training products VIPABC and Vipkid, from the child health, attention to children's mental health child-parent application of the child.

Children and the families behind the children become more and more entrepreneurs chasing the target. It is not hard to imagine that management tools are a good entry point for entrepreneurs who are building a stable 3-6-year-old parent group around the home interaction tool. And when the number of users accumulated to a certain extent, around the preschool children's huge market (after-school classes, electrical products) will be opened for these entrepreneurs.

Although entrepreneurs are bullish on the parents market behind the nursery, how to become a good management tool, the road is still in the exploratory stage. The interactive app that serves parents and kindergartens on the market, in the product design mainly divides into the parent end and the teacher end, two entrances have the different function, in which the parent side locates is a more perpendicular to the kindergarten "the micro-faith friend Circle", surrounds the kindergarten and the child's family member to establish the Community platform While the teacher-side positioning is a convenient kindergarten teacher for teaching management products, so that the office of the kindergarten more mobile. So, here's another question:

Homogeneous products, how do you create your bright spot?

Perhaps the answer is clear:

It is not easy for them to see from the current product observation in the field of home co-rearing. You can find subtle differences between them, but different products are duplicated in many functions.

The differences between products are almost subtle. Child cloud and shellfish chat have launched the function of the head end, the kindergarten mobile office to do more thorough. For example, the principal end can define keywords, such as "push", "play" and so on, so that the director quickly understand campus trends. And for the needs of the parents of the sun, doll face launched a "doll show" so that you can in different circles in the sun, and the child's relatives, kindergarten class parents, and even in the whole kindergarten within the scope of the sun you Meng Eva. And almost all the products are trying to promote the smart clock and online monitoring functions, to help the kindergarten clear the responsibility relationship.

It's hard to tell the truth, but finding the same is too easy: at the moment all the services are free, and kindergartens and parents can download and use them at the App Store for free, and support teachers to upload photos from multiple angles;

And for the products with strong line promotion, first you have to figure out who you must focus on to conquer the user. Personally, I think there are two problems with this app:

First, too much emphasis on the needs of parents, and neglect in the home of the link, the teacher is the core of the operation of the platform. This is partly due to the fact that the entrepreneur itself is more likely to be a parent than a kindergarten manager or a teacher. They emphasize the function of the teacher's products from the parent's point of view.

For example, when parents want to know more about their children's learning needs in kindergartens, different apps adopt different solutions. Pui Chat and see dolls are supported one-time upload 50, child cloud on the mobile phone platform directly docking kindergarten monitoring. But are these really the main concerns of parents? Does sending so many pictures mean that teachers don't care about their children in class? Docking Kindergarten monitoring, how many parents really open the app?

Too much from the needs of the parents, will aggravate the burden of kindergartens, not only the teachers do not want to adopt, the director will be rejected outside the door, but also to talk about you must through the Director to promote your product category. Here I think, a good home of the common-bred class of app can not increase the burden of teachers, it must naturally embedded in the product, in the existing link to liberate my teachers. For example, cumbersome roll-call and troublesome refund system (most private kindergartens are charged on a per-day basis).

Second, the nature of management tools is too prominent to forget the attributes of educational products. In any case, the home of the family of the app is still an educational product, it must follow the education should have the vision to design products. You collect a lot more information from users, and if it's not really education-related data, the push you're making based on it doesn't really make sense for the pain point you want to pursue.

In this perspective, parental feedback on the performance of children at home is also a very important factor. But there is no app on the market that can educate parents to communicate and feed their data to and from kindergartens to create a forward-circular interchange of information. Parents are more information recipients, and in their ports are more entertaining product features, such as sun-shine, dot-hop and so on.

Entrepreneurs tell us that the field of home interaction is still a blue ocean. At present, the market operation of the best home interactive products shell Chat, child cloud is only occupied 2000 of the kindergarten, and all the market share of the app is less than the total number of kindergartens 5%. They want to join the nationwide "Occupy kindergarten" race, creating and witnessing the birth and demise of the bubble.