Shulou(Shulou.com)06/02 Report--

When it comes to school, online education must be an inseparable topic.

Online teaching has not only become a nightmare for all students to "spit fragrance," but also for teachers to start worrying ahead of time.

"Nightmare" is not an exaggeration.

On the one hand, under the impact of the epidemic situation, not only the original online educational institutions such as ape tutoring, there are excellent classes and so on began to provide free online live broadcast classes and self-study courses, most offline institutions also in order to avoid class suspension and refund fees chose online live broadcast platform teaching, plus the school postponed during the period of "class suspension and non-stop learning," a time countless courses poured in, students are about to usher in excessive remedial arrangements clearly.

For teachers, the teaching itself is already overwhelmed, superimposed on the remote Internet low control mode, will directly lead to the decline of teaching effect. In addition, it is the most difficult "re-employment" in history to rewrite teaching plans, make PPT and learn the interactive mode of live broadcast platform.

At the beginning of the epidemic development, we are still feeling that the spring of online education has come, but when the Ministry of Education officially issued a collective online surfing, originally prepared to do a big job of various online class platforms but some died down. What kind of doorway can we see from it, and is the future of online education a false proposition?

Schrödinger's Online Education

On the one hand, since the opening of A shares in the Spring Festival of the Year of the Rat, online education stocks have been trading continuously.

On the other hand,"meaningless" and "ineffective" are the biggest slots for teachers and students to move teaching to the network. There are also many netizens who rushed into the App Store and gave the relevant platforms "five-star reviews"_one star a day, installment payment.

Online education platform shivering: ball ball everyone don't say, say our underwear will be stripped off.

For a long time, a series of comprehensive factors have made the huge market of online education possible by improving the quality and efficiency of Internet tools, the leap in the quality of 5G landing, the educational inclusion of knowledge sinking, and the market scale of paid courses.

According to the "2019Q3 China Online Education Industry Data Release Report" issued by iResearch Consulting, the online education market scale in China is expected to reach CNY 313.36 billion in 2019, with a year-on-year growth of 24.5%. It is expected that the market scale growth rate will remain between 18-21% in the next three years.

But at the same time, New Oriental, good future and other offline training business is still not "subverted."

The core reason, that is, where online education is beyond reach, has also been uncovered by the growth brought about by the epidemic:

1. C-end of "pie painting."

The so-called "spring" of online education should first be established on the basis of just demand and market scale. In order to prevent and control the epidemic situation, it is one of the catalysts that everyone is closed at home, but in a longer period of time, entrance examination, homework, employment and so on are the "true·just need" of online education. In other words, online education should first be linked to results.

However, looking at some K12 platforms or adult education websites similar to MOOC mode, regardless of e-commerce mode or O2O mode, there are only two delivery methods in the end:

Either one-way transmission, through recording and other ways to teach, this kind of interaction is weak, tracking quantification is difficult, not only test students 'self-control, but also difficult to clarify its actual effect in the current education system. The result is that parents and professionals are unwilling to pay, leaving the platform content at a simple, entertaining level.

Either heavy interaction, let teachers participate in supervision and management, this can guarantee the learning effect to a certain extent, but not need to pay higher, no less than offline course fees, or let teachers work intensity increase, to constantly interact to concentrate students 'attention, even free help "pull new," this is also the school teachers and students have given App "bad reviews" reasons.

2. The illusory B-terminal.

Some people will say, since the C end is just a flow story telling capital "painting cake to satisfy hunger," then directly with the B end for blending?

To B also has two business models. One is to work directly with regional education authorities with purchasing decisions to create targeted and high-quality curriculum systems. However, it should be noted that educational products are non-standard products, that is, the systems of preschool education, K12 and adult education are different. However, the acceptance of online learning in China is far from supporting so many online education platforms, and it also poses certain challenges to the customization ability of curriculum development of the platform, which is naturally insufficient to support the R & D of high-quality content products facing the demand of B-end.

The other is that the platform, as a technical service provider, only provides online teaching channels and supporting technologies, similar to the "nails" that frequently appear among teachers and students this time.

In fact, the Education Law has added the appeal of "promoting education informatization, accelerating the construction of educational information infrastructure, using information technology to promote the popularization and sharing of high-quality educational resources, and improving the level of education teaching and education management." Can government educational institutions become new opportunities for online education platforms?

Here you need to answer a question first, if the online education platform "tool SaaS," then "to education" after how it and BAT such a powerful technical tool support, after all, online teaching requirements for the network is still very high; And if the platform insists on "education ideal," willing to be a ladder, and how to lay their own core technology competitiveness, the high cost business model can guarantee profitability? At least for now, we can see that ape question bank has sold its to B business to today's headlines.

3. The nihilistic "inclusive"

When the Internet platform enters the education market, one of the stories it likes to tell is "inclusive," which changes the imbalance of teachers through technical force, narrows the educational gap between developed areas and remote areas, and realizes educational equity. We have indeed seen many cases of "sending knowledge to the countryside."

At the same time, however, it must be acknowledged that enterprises always need to be profitable, and "valuation" is still the most common message in ToVC(for venture capitalists), which means that online education platforms must tell a replicable growth story.

Either the flow, such as ape question bank in online one month after the permanent free, through captive flow to achieve business goals,"free mode" also determines the quality of online classes towards popularity, can only be used as a supplement to offline education. Either it is paid to provide educational services for some high-net-worth people, such as high-end foreign language private education courses, which in turn exacerbates the current situation of educational inequality to some extent.

In fact, after the online courses organized by colleges and universities in this system are over, the choice between high-end consumer goods and inclusive public services faced by the education platform will directly interrogate the soul.

A few years ago, when YY launched the independent education brand "100 Education," Yu Minhong, CEO of New Oriental, the market benchmark for offline education, was angry in the circle of friends. He said_Online education is a challenge to traditional face-to-face teaching, but I think it is a complement to traditional education rather than a replacement.

Even today, it's not hard to conclude that online education is still an optional dessert.

Where does the change come from? Three Key Points of Educational Science and Technology Differentiation

Of course, the collective "on-line" in special periods also makes us feel some changes:

On the one hand, various online education applications are being optimized in an all-round way, playing an unprecedented role in effect orientation. For example, online check-in, questions, homework and other processes can be completed, it is not so easy to be lazy, but also more conducive to teacher supervision. This is also the root cause of "anger" among countless students, because not only can they not be lazy, but they are more nervous than real classes. After all, once they are named, no deskmate can copy the answers.

On the other hand, a long time (up to two months) of online teaching, will also let school teachers, parents, students on online education how to participate, run-in and cultivate long-term habits, this will also change online education "pain point," open up from C end (parents) to B end (school) of the whole chain.

When the epidemic is over, can online education platforms usher in a real "spring"? There may be three premises to note:

First, there is the differentiation of technology.

At present, the competitiveness of market-oriented online education platform is mainly reflected in technological change. In addition to the development of curriculum content, how to give full play to the enabling value of science and technology companies and do a good job in the middle layer of online and offline resources will directly determine the prospect of the platform in the fields of streaming media technology, artificial intelligence algorithm, online teaching products, etc. The simple business model innovation that moves offline to online has become "tomorrow's yellow flower," and the technical highland is the hard indicator.

Second, there is the differentiation of content.

In addition to traditional education attributed to public services, online education platforms can also create scarce and high-quality strong content in some differentiated fields, thus pursuing greater commercial realization. Especially in some quality education modules, such as STEM, programming, artificial intelligence and other categories.

On the one hand, it avoids the bloody competition of the head platform in the core schoolwork, and at the same time, it also makes up for the current situation that the school education teachers are difficult to arrive in a short period of time, which is helpful to quickly establish brand advantage and public praise.

Finally, there is interactive differentiation.

On the basis of one-way output of traditional e-commerce mode and O2O mode, with the help of new interaction potential brought by a series of new technologies such as 5G low delay network, AI streaming media, cloud games, etc., efficient two-way interaction lacking in traditional education and online platform can be realized, such as using AI personalized algorithm to put AR answer interaction, so that teachers can master teaching progress in real time, etc., all of which can make teaching effect have expectable guarantee.

On the whole, teachers not only need to teach and solve problems, but education should pay attention to teaching by words and deeds. Therefore, online platforms can never replace the inheritance and communication between teachers and students, students and students.

However, as a useful supplement to school education, it also makes the "national team" pay more and more attention to the combination of online and offline, gradually moving towards the center of the stage in the field of national education. How will the market-oriented education platform stand by itself? How will the industry structure change? After shuffling, the story is getting better and better.

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