The National Conditions and Big Data Research Center of the Chinese Academy of Social Sciences recently released the "2020 China K12 Online English Development Blue Book" (hereinafter referred to as the "Blue Book") to deeply understand the present and future of online English. The Blue Book shows that China's online English industry is ushering in new development opportunities.

Learn English online everyday

　　During the epidemic prevention, primary and secondary schools had to suspend offline teaching. The General Office of the Ministry of Education and the General Office of the Ministry of Industry and Information Technology have jointly issued the "Notice on Work Arrangements for" Suspending and No Suspension of Schools "during the Extension of Schools in Primary and Secondary Schools." At the same time, online education companies are also active. According to the characteristics of students studying at home and their own advantages, homework helpers, 51Talk, ape tutoring, New Oriental Online, Xueersi.com and other companies have launched online English education online courses to help students study at home.

　　"During the epidemic prevention and control period, the development of online English education has ushered in new opportunities. The online English education industry has begun to take shape this year." Xiao Yiqun, founder and CEO of Starway Education, told our reporter, "We entered English Online in 2016 In the education industry, there have been more attention users. From the beginning, there was only one teacher and one course, and now it has provided various courses of English in less than 4 years. "

　　Talking about the reasons for the rapid development of online English education in recent years, Xiao Yiqun said: "The emergence of mobile Internet, especially the emergence and rapid spread of WeChat and WeChat payment, has given online English education a very good development ground, and we have benefited a lot. In addition, at the moment, many students have a strong sense of 'self-improvement', which is also a spirit of the times that cannot be ignored. "

　　"Speak fluently, speak powerfully, and speak beautifully. Welcome to the standard American pronunciation tutorial. I am a teacher of wheat. Today I will show you how to develop authentic American pronunciation and intonation in practice ..." Ms. Zhang recently followed the "Standard American Pronunciation Online Tutorial" to learn English. "It's a habit to get up early every day to learn English by punching in." Ms. Zhang told our reporter that learning English online is already a part of her daily life.

Word-of-mouth price is the key to customer acquisition

　　According to the "2020 China K12 Online English Development Blue Book", among the K12 (English abbreviation of preschool education to high school education) online English course brands, 51Talk ranks first in the industry with a market share of up to 46%, and it is fluent in English and English It is said that the market share of 18% and 16% ranks second and third.

　　The blue book shows that online English courses are flexible and frequently used, but 31 to 40 minutes is still a "golden time". Among them, among the online English courses, one-to-one live-teaching is the most popular. This way of breaking time and space has greatly reduced the cost of learning, and the full competition in the online English market has made the "price war" of online courses more and more intense. "Actually, our parents have the responsibility." A mother said that although it seems that parents are willing to pay everything to improve their children's achievements, there are still a few parents who dare to say that they are not bad.

　　In terms of online education, word-of-mouth marketing is more effective than advertising.

　　Tianhao ’s mother was impressed by the inclusive trend of online courses in recent years. “Originally, I only learned that there are foreign teachers in Europe and America, but the price of class hours cannot be afforded for a long time. For this reason, I feel more guilty. There are more cost-effective Filipino foreign teachers, so I do not hesitate to make my children insist on one-on-one. "The Blue Book shows that the average amount of parents interviewed spends on online English courses is 6947 yuan, about 36% of parents currently spend 5001 to 10,000 yuan.

Technology "upgrade" learning experience

　　Affected by the epidemic, new changes have taken place in the education industry. According to the analysis of the Blue Book, in the short term, online education has ushered in a period of development dividends, penetration rate and user scale have increased significantly, but in the long run, capital investment in the education track will be more rational, and the consumer market will look forward to Pratt & Whitney. Educational products.

　　According to the Blue Book, in recent years, there have been encouragement policies and corresponding regulatory measures. Since 2012, the scale and growth rate of K12 online users have been increasing year by year. Overall, the size of the online education user group is relatively large and stable. With the growing demand for K12 online education, the growing number of audiences and market size have also attracted many offline education institutions to battle online. It is predicted that by the end of 2020, the online education market will reach 315 billion yuan.

　　Xiao Yiqun believes that the future of the online English education industry is promising. He said: "On the one hand, because of the economic globalization, the importance of language as a communication tool is still irreplaceable. On the other hand, with the development of science and technology, there will be more excellent products. For example, many online courses have been taught before. It is distance education and online school, and the interaction between students and teachers is very inconvenient. Now it is a variety of forms such as 'live class + teaching assistant + punch card', which is much more convenient, and the retention rate of students is also higher. More powerful technological means in the future will emerge Will further enhance the learning effect and learning experience. "

　　Yang Junfeng