More than 200 million students collectively go online
Online education “turning cocoons into butterflies”?
More than 200 million students collectively go online
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Online education “turning cocoons into butterflies”?
Over 200 million students collectively “go online” to save nearly 100 billion promotion costs Promotion Source: Time and Finance Original Ouyang Xizi Teaching quality is the key.
Recently, the “Announcement on the Extension of the Spring Semester 2020” was released, and the appropriate spring semester start dates of the subordinate universities, local colleges, primary and middle schools, and kindergartens.
At the same time, offline training activities were suspended in many places, and the use of the Internet and informatization education resources to provide students with learning support.
In order to help students “suspend classes without stopping school”, including New Oriental Online, Good Future, Netease Youdao, VIPKID, and who are internal domestic regular education companies, are scrambling to open free online education classes for students of all school ages.
This has brought huge traffic to the online education platform, and also stimulated New Oriental, Good Future, Fangzhi Technology, Only Education, All Access Education, Li Sichen and other companies to gradually grow.
But only, some institutions seem to be inadequately prepared.
On the first day of the free tutoring course for Ape Coaching, there were “net crashes” because more than 5 million people were online the same day.
Internet industry analyst Ding Daoshi told Time Finance that the recent epidemic is good for the online education industry in the short term and has achieved significant growth.
But in the long run, it is negative, because the epidemic will spread to all walks of life, and boots affect customers’ spending power.
Online education has been developed for 20 years, and the relevant consciousness has matured.
The epidemic will stimulate demand in the short term, but it will definitely fall afterwards, and retaliatory growth will occur offline, and the online education industry will not fundamentally change due to the epidemic.
Online education “Carnival” It is understood that the outbreak has brought a large wave of traffic bonus to the online education industry.
CEO of New Oriental “Oriental Broadcasting” Zhu Yu said that most Internet education companies have made a wave of free classes through the epidemic, and their free users will inevitably increase in the short term.
From the data point of view, among the brain enterprises, the number of users who are online at the same time is at least several million, and the highest is up to 10 million.
According to preliminary estimates, this wave of market has saved 100 billion marketing expenses for the entire online education industry.
Free gift lessons can not only pull new ones, but also learn user habits in a special window period, so various online institutions are very happy to this “loss-loss trading”.
The founders of some educational institutions bluntly stated, “This can actually be a good opportunity to correct the customer acquisition, and we will be snatched by our peers if we don’t do it.”
What’s more important is that before, advertising could only attract outside students who received tutoring training. The real core students did not shake, so the offline training institutions in the previous two years did not cause much.
But this time is not the same. After the offline training institution suspended, the book was transferred from offline to online learning. This was something that Internet education companies could not do before with advertising costs.
In fact, a variety of emergencies also occurred during the live broadcast.
Some teachers told Time Finance that during the live broadcast, the internet speed was too high, and there was no way to turn off the students, which resulted in blocked communication.
In the afternoon, live Q & A for 1 hour, correct homework for 2 hours, and urge children to hand in homework.
The workload is three times as normal, but the efficiency is very low.
Some netizens also said, “Kindergarten teachers have to go to online classes. There is really no need for kindergartens to do this. What’s going on?” “The live broadcast is stuck, delayed, and it is very troublesome to replay, and the recording teacher is tired.
The e-learning class is extremely inefficient and time consuming. Teachers, students, and parents feel tired. ”
First of all, the person in charge of relevant departments said that online learning is a temporary emergency measure.
“Suspended without stopping” does not refer to online classes in the simple sense, nor is it just the study of school courses. It is a broad-based learning, as long as the content and methods of students’ growth and progress are all acceptable.
At the same time, students must not be forced to “check in” online each day, upload learning videos, etc. to prevent additional burdens.
Ushering in an inflection point?
In the short term, the online education industry does gain, but what will happen in the long term?
Some senior people said that some parents will choose online learning models in the future, but it may not be a large number. The core question is how parents evaluate the effectiveness of online teaching.
Finally, it depends on whether the institution can solve the essential needs of the students, that is, to improve their grades or master the skills. As long as they are close to the essential needs of parents to pay for tutoring classes, such Internet learning methods can really survive.
It cannot be ignored that online education has always had the problem of high customer acquisition costs.
According to a report released by New Oriental recently, the estimated user acquisition cost of offline agencies is about 500 to 1,000 yuan, the online customer acquisition cost is more than 3,000 yuan, and the online one-to-one agency customer acquisition cost is even moreAs high as 5,000 to 15,000 yuan, this has caused most online education institutions to decrease. The reason for the high distortion of customer acquisition costs is largely due to the fierce competition within the industry.
The data shows that in the 2019 summer seizure battle, the advertising of the three leading companies of Ape Coaching, Xueersi Online School, and Homework Help soared to 3 billion; in the Spring Festival this year, Ape Coaching spent huge sums of money to become 2020.CCTV Spring Festival Gala “Special Partner”.
Can this dividend bring fundamental changes?
New Oriental’s original COO Pan Xin said that the epidemic did allow online education institutions to obtain free classroom users, but the actual attendance rate may not be high; at the same time, the quality of the free traffic that occurs may not be very high.
Zhu Yu also held a similar view.
He said that from the current situation, K12 has not seen a large increase in purchases of paid courses for Internet education, but students have returned regular-priced courses for free courses.
So the impact of final performance still depends on the ability of each institution to retain the free traffic, and whether the product quality can convert free users into paid users.
At the same time, Zhu Yu also said that the biggest challenge facing the education industry under the epidemic is not the offline and online model battle, but the enrollment of future spring and summer classes has been forced to stop.
This may cause the cash flow of extra offline agencies to break and long hair to close.
He believes that in the future, most education institutions will not trade into the pure online field in a big way. Instead, New Oriental and the good future may intensify internal and offline games 西安耍耍网 due to the epidemic.
