What is the market potential of online education industry?

China Online Education Industry Report in the Post-epidemic Era: opportunities and challenges coexist in the sinking market.

In the post-epidemic era, under the positive stimulus of the epidemic, the market scale of online education in China has been expanding. In the first quarter of 2020, the online English market for children in China reached 26 billion yuan, with about 5.8 million users and a market penetration rate of 22%. The online education market dividend also attracted a lot of capital, and the total financing in 20 19 years reached11500 million yuan. The report shows that improving product quality, attracting users and promoting efficient operation are the advantages of online education industry. At the same time, seize the opportunity of sinking market potential and technological innovation to meet the challenges. (Full HD PDF version of Ai Media Consulting | Research Report on Online Education Industry in China in Post-epidemic Era, with a total of 78 pages. You can download the report by clicking the report download button at the bottom of the article. )

Core view

In 2020, the online education market in China will exceed 480 billion yuan.

According to the data of iiMedia Research, it is estimated that the online education market in China will reach 485.8 billion yuan in 2020. Affected by the epidemic, the online education consumption of the public has further accelerated, and the online education market has ushered in a key node of development. With the gradual upgrading of artificial intelligence, big data and other technologies, the online education industry will still maintain a steady development trend, which will contribute to the innovation and reform of the education industry in China.

K 12 online education users are growing rapidly, and the penetration of online youth English market is accelerating.

Under the environment of policy encouragement and AI technology progress, the market scale of K 12 online education has further expanded, and the online English market for children has developed rapidly. The data shows that by April 2020, the online youth English market in China will reach 26 billion yuan, with about 5.8 million users and a market penetration rate of 22%. According to the analyst of Ai Media Consulting, after the explosive growth of online education during the epidemic, it is predicted that the online English penetration rate of young people in China will reach 37% by the end of 20021and 5 1% in 2022.

The integration of new technologies promotes the upgrading of online education industry, and opportunities and challenges coexist in the sinking market.

In the post-epidemic era, with the integration of technologies such as 5G and video coding and decoding, through the integration of technologies such as big data and AI with teaching scenarios, it will be easier for enterprises to create vivid and interesting learning scenarios, which will help China's online education industry to optimize and upgrade. At the same time, in the face of the new increase in the sinking market, brand value and teaching quality are still core competitiveness, but user retention and user habit cultivation have also become important challenges for enterprises to advance into the sinking market.

The following is an excerpt from the report.

Concept scope of online education

The rapid development of information technology has fundamentally changed the way of knowledge acquisition, and online education highlights its advantages of breaking through time and geographical restrictions. According to the subdivided business fields, online education includes language education, K 12 stage education, postgraduate training, children's interest cultivation and early education, online learning tools and so on. According to the traditional Internet business model, online education includes B2C model, C2C model, B2B model, B2B2C model and online to offline.

Atlas of online education industry in China

Influence of epidemic situation on C-end users of online education

In 2020, the number of online education users in China will reach 35 1 10,000.

According to the data of iiMedia Research, in 2020, affected by the epidemic, the demand for online education increased, including traditional colleges and universities trying to use online courses to ensure the advancement of education plans. It is estimated that in 2020, the number of online education users in China will reach 35 1 100 million.

The Influence of Epidemic Situation on Online Education B Brand/Organization

During the epidemic period, driven by the limited offline education and training activities and the active layout of enterprises, platform data such as Youdao excellent courses, homework help, Tencent classrooms and Ape tutoring all ushered in a staged outbreak.

In 2020, the online education market in China will reach 485.8 billion yuan.

According to the data of iiMedia Research, it is estimated that the online education market in China will reach 485.8 billion yuan in 2020. Ai Media Consulting analysts believe that due to the special impact of the epidemic, the online education consumption of the public has further accelerated, and the online education market has ushered in a key node of development. With the gradual upgrading of artificial intelligence, big data and other technologies, the online education industry will still maintain a steady development trend, which will contribute to the innovation and reform of the education industry in China.

Policies and regulations to promote the continuous supply of online education

In recent years, the state has repeatedly proposed the development of "Internet+education" to promote the informationization of education. In July 2020, the guidance on expanding employment clearly stated that "qualified socialized and market-oriented excellent online course resources are allowed to be purchased and properly used", so as to further improve the supervision system and promote the supply of high-quality resources.

Opportunities and challenges of online education industry in China in the post-epidemic era

In 2025, the online education market in China is expected to exceed 800 billion yuan.

According to the data of iiMedia Research, the online education market keeps growing year by year. In 20 19, the scale of online education market has exceeded 400 billion yuan, and the epidemic has further accelerated market education. It is estimated that the online education market in China will reach 800 billion yuan in 2025, with a compound growth rate of 1 1.4% from 2020 to 2025. Ai Media Consulting analysts believe that thanks to the positive stimulation of COVID-19 epidemic in 2020, online education behaviors and habits in China will be popularized, especially in the K 12 stage and vocational education stage, the market will be greatly released, and the market penetration rate will be rapidly improved, showing a huge market prospect.

Portrait of users: There are many parents, mainly buying online courses for their children.

According to data from iiMedia Research, parents accounted for more than 70% of online education participants during the epidemic. Ai Media Consulting analysts believe that due to the epidemic, students' schools cannot start classes, and parents are more willing to buy online courses for their children for academic reasons.

Comprehensive online schools and one-on-one general counseling are more popular with users.

According to the data of iiMedia Research, 33.3% of the respondents mainly buy 1 to 1 general tutoring courses, and 33.3% of the respondents mainly buy comprehensive online school courses; Followed by open classes in colleges and universities and children's English. Ai Media Consulting analysts believe that comprehensive online schools are more likely to be favored by users because of their high-quality content and services. Similarly, based on the guarantee of teaching quality, one-on-one general counseling is recognized by parents.

During the epidemic period, the teaching effect became the most important factor for users to choose the platform.

According to the data of iiMedia Research, 5 1.9% of the respondents will consider the teaching effect when choosing an education platform during the epidemic, followed by teachers, platform reputation and price. Ai Media Consulting analysts believe that users tend to choose high-quality online education products, while outstanding teacher advantages can attract users to listen to courses and then turn them into purchases.

Nearly 60% of the respondents increased their spending on online education during the epidemic.

According to the data of iiMedia Research, 59.5% of the respondents said that during the epidemic, the payment behavior of online education increased. Ai Media Consulting analysts believe that due to the spread of the epidemic, offline teaching and training activities are limited, schools postpone the resumption of classes, offline teaching and training institutions postpone the resumption of work, and the public's previous offline teaching and training activities turn online.

"One-on-one tutoring" and "double-teacher tutoring" models have been recognized.

According to the data of iiMedia Research, 4 1.4% of the respondents approved the one-to-one teaching mode, and nearly 40% of the respondents favored the double normal class mode. Ai Media Consulting analysts believe that "double-teacher tutoring" has further improved the teaching quality of students after achieving more efficient feedback on the teaching effect of students, and its teaching efficiency has been recognized by users.

Nearly 60% of the respondents are optimistic about the development prospects of online education.

According to the data of iiMedia Research, 56.2% of the respondents are optimistic about the development prospects of online education in the post-epidemic era, and only 2.8% of the respondents are not optimistic about the development prospects of online education. Ai Media Consulting analysts believe that due to the special impact of the epidemic, the online education market has ushered in a key node of development. With the gradual upgrading of artificial intelligence, big data and other technologies, the online education industry will still maintain a steady development trend, which will contribute to the innovation and reform of the education industry in China.

Industry Trend of Online Early Education in Popular Period

During the epidemic, while offline institutions were forced to close down, online early education unexpectedly gained attention. Companies represented by rice cake mom, ivy dad, pro-baby, etc. Because of their online early education business, there has been an obvious business increase. Ai Media Consulting analysts believe that the online early education industry is in the early stage of development, and recording and broadcasting, teaching assistance+light lessons and small class live broadcast are the more common service modes in the online early education market.

Future layout trend of comprehensive online school field

In the future, online comprehensive online schools must build trust with users through high-quality content and services. The penetration of online education brought about by the epidemic needs late innovation to improve the user retention rate.

Netease has a saying: relying on learning tools, comprehensively promote online education.

Netease 20 14 entered the online education industry and laid out online education business based on learning tools. 2065438+In March 2009, products such as Netease Cloud Classroom, card programming and large-scale open online courses of CUHK were merged into Netease.

Netease has a saying: outstanding performance in the first quarter of 2020.

On May 20th, 2020, the intelligent learning company Netease announced the unaudited financial report for the first quarter of 2020. The financial report shows that Netease's net income in the first quarter of 2020 reached 540 million yuan, a year-on-year increase of139.8%; Among them, the net income of learning services and products that contributed more than 80% reached 440 million yuan, a year-on-year increase of 226.4%. Its excellent course Q 1 achieved sales of 450 million yuan in 2020, up by 3 1 1.9% year-on-year, of which 276,000 people paid for regular courses.

There is an excellent course: innovative education mode to achieve rapid development.

Youdao Boutique Course is an online education brand owned by Netease Youdao, which focuses on large class live broadcast and dual-teacher business, and is committed to providing high-quality online teaching resources for young people in China. So far, Youdao excellent courses have launched high-quality excellent courses covering all ages from children to universities, and created many explosive courses IP. At the same time, Youdao excellent courses provide a complete technical platform, including: course live recording and broadcasting system, question bank system, model examination system, homework correction system and so on. It uses AI and technology to teach students in accordance with their aptitude, and innovatively introduces the interactive large class model of famous teachers to improve students' learning efficiency and teaching effect.

In 2020, the online English penetration rate of children in China will reach 22%.

Driven by favorable policies, consumption upgrading and other factors, the online education market and users in China have continued to expand, and the online English market for children has continued to develop well. By April 2020, the online English market for children in China will reach 26 billion yuan, with 5.8 million users and a market penetration rate of 22%. According to the analyst of Ai Media Consulting, after the explosive growth of online education during the epidemic, it is predicted that the online English penetration rate of young people in China will reach 37% by the end of 20021and 5 1% in 2022.

The future layout trend of K 12 online education in the post-epidemic era.

The epidemic situation has reduced the cost of obtaining customers for enterprises. In the post-epidemic era, K 12 online education is facing new opportunities. From the long-term development of enterprises, online education platform K 12 should return to its essence. Taking online English education as an example, we need to base ourselves on the advantages of online English education and improve the quality of courses and teachers with the help of science and technology. In addition to online English, online education of K 12 should also explore sinking markets and overseas markets.

Netease has a saying: K 12 online education content and tool flow go hand in hand.

Netease Youdao is taking its original tool product matrix as the main flow pool, and accelerating its entry into the online education field of K 12 through Youdao excellent courses and online education product matrix. To a certain extent, product technology innovation ability is the bottom support of Netease K 12 online education, including top-quality courses, interactive large classes for famous teachers, children's education enlightenment and other products, all of which empower teachers and students with the help of Netease's product technology ability.

There are excellent courses: pay attention to K 12 large-class live broadcast double-teacher business.

Youdao quality course is an online education brand under Netease Youdao, focusing on K 12 large class live broadcast. Youdao quality course is driven by high-quality famous teachers, scientific teaching and research, and AI technology, and has launched courses covering all ages from children to high school, creating many explosive courses IP. During the epidemic period, Youdao excellent courses cooperated with CCTV, Bili Bili and other platforms by opening up course resources, which effectively promoted the rapid growth of K 12 online education business. In the first quarter of 2020, the sales of Youdao excellent courses reached 450 million, up by 311.9% year-on-year; K 12 positive price payers reached153,000, up 358.7% year-on-year.

There is an excellent course: technology-driven, creating an innovative model of interaction between famous teachers and large classes.

From live class to double-qualified class, the innovation of education mode makes teaching more efficient, but there are three core problems in the design of teaching products in K 12 class at present: independent exploration and passive listening, mastery and teaching progress, personalized education and standardized education. Therefore, in order to solve the contradiction in traditional large class teaching and find the balance between business model and teaching effect, Youyouke has launched a brand-new educational product model-the interactive model between famous teachers and large classes.

The interactive large class model of famous teachers with excellent courses is an upgrade to the original double-teacher classroom model. It is an innovative educational model that combines the Internet and artificial intelligence technology to dig deep into AI, real-time network communication, automatic problem determination and interactive design.

Mi Le English: a platform for children's English education with both reputation and strength.

20 16 Mi Le English relies on the mature video interconnection technology of KK live broadcast, and KK World Theory, the predecessor of Mi Le English, officially started to operate. Mi Le English is a brand of online English education and training for children under Mi Le Education. Committed to providing one-on-one English learning experience for children aged 4- 18, so that children can enjoy high-quality teaching without leaving home.

Mi Le English: Actively carry out public welfare activities to help fight the epidemic.

Since the outbreak of the epidemic, in order to alleviate parents' and teachers' worries about their children's further study, Mi Le English has actively carried out charitable donation activities. At the same time, the foreign teachers' team of Mi Le Education in the United States also joined the activity of donating classes for free to help China students enhance their awareness of epidemic prevention, hoping to accompany China students to tide over the epidemic prevention difficulties.

Mi Le English: Creating a Personalized Teaching Service Experience

Kingsworth English: Canadian children's English education brand

Kingsworth Online English Education is a Canadian brand of English education for children. There is an operation center in China District, Tianjin, China, and a foreign teacher management center in Toronto. It is one of the earliest platforms for children's English education in China to introduce online small class teaching mode. Kingsworth Online English is committed to improving the English listening and speaking ability of students in grades 1-9, focusing on three fixed modes: "fixed foreign teachers, fixed semesters and fixed super small classes".

Kingsworth English: Technology Helps Online Courses to Improve Learning Effect

The development of the epidemic has led to a surge in demand for online learning, and online education has ushered in a rare opportunity for development. At the same time, the course content has become the focus of parents' choice of institutions, and the competition of the platform around the core of learning effect, teaching content and teaching methods is becoming increasingly fierce.

Kingsworth English: An Exploration of Promoting Brand Service and Sinking the Market

The epidemic situation has accelerated the explosive growth of online education, and brand service has intensified. Kingsworth English accelerates the strategic deployment of sinking market while upgrading its brand service.

The future layout trend of online higher education field

Large-scale open online course China University: High-quality online courses

The large-scale open online course of China University is a platform for sharing higher education curriculum resources initiated and implemented by the Ministry of Education. To undertake the construction, application and management of national excellent open courses. It aims to use modern information technology and network technology to promote the teaching reform of higher education, improve the quality of higher education, build a sustainable development mechanism based on public welfare, and provide high-quality educational resources and personalized teaching services for universities, teachers, students and social learners. Massive open online courses have built their own core competitiveness with their huge scale, diversity of courses and emphasis on learning interaction and communication.

The epidemic situation has intensified and the demand for vocational skills training has increased.

During the epidemic period, improving their professional skills is still one of the main goals for users to study at home. The epidemic situation has aroused the concern of the whole people for medical and health care, and the demand for vocational research and related knowledge has also increased greatly, and the number of learners has increased greatly. According to the ranking of the most popular courses (learners) published by Tencent Classroom, the total number of people who successfully enrolled in medical and health care, architectural engineering and painting creation courses is TOP 10.

Ministry of Human Resources and Social Security has vigorously promoted online skills training with remarkable results.

Driven by the National Action Plan for Improving Vocational Skills in 2020, Ministry of Human Resources and Social Security also vigorously promoted online skills training during and after the epidemic. According to the data, by the end of May 2020, the registered number of "China Career Online" platform hosted by Ministry of Human Resources and Social Security has exceeded 1.5 million, and the cumulative number of visits has reached more than 340 million. Students have accumulated more than 20 million hours of study, and more than 33,000 enterprises and training institutions have started classes on the platform. Ai Media Consulting analysts believe that the platform represented by the online platform for secondary vocational schools is developing continuously, the online vocational skills training has achieved remarkable results, the investment and scale are increasing, the number of training institutions is increasing, and the training content and training course system are constantly developing and improving.

The Future Development Direction of Network Vocational Education

Tencent classroom: self-contained traffic to achieve efficient user conversion

Prospect of the development trend of online education industry in the post-epidemic era

Online education continues to heat up and the market potential is released.

It is expected that the demand of users will drop after the epidemic, but with the continuous improvement of platform business and stricter teacher standards, online education in China has gradually penetrated into various market segments, and the market scale is expected to further expand.

Integrating new technologies to promote the upgrading of online education industry

In the post-epidemic era, with the integration of technologies such as 5G and video codec, education+live broadcast and education+online office are gradually popularized. As one of the fastest growing industries in internet plus in recent years, online education industry can create more vivid and interesting learning scenes through the integration of big data, AI and other technologies with teaching scenes, which will usher in a new explosive growth period for online education enterprises.

Industry competition is fierce, brand core and talent reserve become the key, and Matthew effect is intensified.

With the rapid development of the market, enterprises need to constantly strengthen their core competitiveness. In actual operation, online education head institutions with high-quality teacher resources, advanced teaching methods and perfect service system have become users' universal first choice, further aggravating the influence of Matthew effect in the industry. Therefore, for the education industry, professional platforms and applications will become barriers to the industry market, and institutions that build core barriers to online education and strive to enhance brand competitiveness will be favored.

The sinking market has huge room for growth, and opportunities and challenges coexist.

Compared with the first-and second-tier cities with fierce competition, the third-and fourth-tier cities show more and more development potential, and the user groups of education and training platforms have also begun to sink to the third-and fourth-tier cities, and the market sinking will become the main track of online education institutions. While the sinking market brings huge traffic, it also brings some challenges to the industry. For example, online education products are required to be novel and simple enough, the content is clear and easy to learn, the price should be affordable, and teachers and resources should be grounded and excellent.