At the beginning of 2020, the sudden arrival of an epidemic has greatly affected most industries in my country. With the changing situation of the epidemic, the central government has issued a number of policies, and offline educational institutions are unable to operate. However, with the call of "suspending classes without stopping learning", "online education" has become the most mainstream learning method at present, and has gradually been deeply integrated into people's lives.
In the past three years, more than 440 billion hot money has flowed into the online education market, and online education has become a supplement to offline education through its convenience and inclusiveness.
According to the 44th "Statistical Report on Internet Development in China" by the China Internet Network Information Center, as of June 2019, the number of online education users in my country reached 232 million, accounting for 27.20% of the total netizens.
Among them, a large number of students who are facing the pressure of taking exams and further studies choose study tutoring in the learning process, and the market presents a strong rigid demand. K12 online education has gradually become a new blue ocean in the field of online education. Although it is still in the period of industry exploration and development, it has potential to be tapped endless.
This article mainly discusses the response strategies and development status of K12 online education products under the epidemic. Taking Yuanfudao (an online tutoring course product) as an example, three issues were mainly discussed:
First, what changes have taken place in the product/user positioning of K12 online education under the epidemic;
Second, what are the existing strategies and effects of K12 online education products under the epidemic?
Third, how can K12 online education products seize the opportunity of the epidemic to achieve user growth.
1. Analysis of K12 Online Education Products
1. Product positioning and introduction
Before the analysis, we first clarify the key purpose of K12 education - to allow students to pass the selective examination of "selective admission". Therefore, through high-quality learning effects, assisting students to pass the exams efficiently is also the main goal of K12 online education products.
Online education products mainly country email list solve the problem of uneven distribution of educational resources and inability for students to easily obtain resources. Exam-oriented education is the focus of most parents, and my country’s current educational resources are in short supply, students and parents have a strong demand for extra-curricular supplementary courses, the distribution of educational resources is uneven, and the cost of offline supplementary courses is high, and it is difficult to guarantee the quality of teachers and teaching. The emergence of coaching products has greatly alleviated this problem.