With a blowout under the epidemic, the "wind" of online English has blown across the land of China, and under the appearance of the fiery industry, a deeper kinetic energy is revealed-a large number of young children across the country are learning English, The demand for learning English well and learning English with high quality and effectiveness is increasing day by day.
On March 25, 2021, Southern Weekend, in conjunction with the Big Data Research Institute of the Institute of Computing Technology of the Chinese Academy of Sciences and Ipsos China (Consulting) Co., Ltd., released a survey report covering all online English users in cities across the country. "2021 China K12 Online English Development Blue Book" (hereinafter referred to as "Blue Book"), in-depth observation of the new path of online English education development.
The "Blue Book" shows that in 2020, China's K12 online English education industry will show a rapid growth trend. The market size is expected to be 51.94 billion yuan, a year-on-year increase of about 28.2%.
In the K12 online English player pattern, 51Talk and Yuandaodao lead 54% and 27% of the online English and comprehensive online courses respectively. Among them, 51Talk relies on its strong teaching staff to provide key indicators such as teaching effectiveness and user reputation. Leading the way on the road, occupying more than half of the market share of the online English track, successfully turning the teaching advantage into a competitive barrier that stabilizes the leading position in the industry.
"Blue Book" also analyzed the market share of each mainstream brand in the tiered market. It is worth noting that 51Talk has 42% and 60% market shares in first- and second-tier cities and third- and fourth-tier cities, respectively, even in each tiered market. 51Talk still ranks first in all dimensions and leads strongly.
Under demand upgrades, cost-effectiveness, products, and word-of-mouth win the battle for refined operations
In the spring of 2021, advertisements for online education brands have almost dominated mainstream online channels such as social media and short videos, and they have also repeatedly appeared in popular variety shows.
In response to the more complex and comprehensive learning needs of users, sharers continue to flood in, but there are only a handful of people who can occupy an important seat in the crowded track.
Behind the lively promotion scene, what is the key for the brand to break the siege?
What is the answer to the user's choice?
In this regard, the "Blue Book" made a horizontal comparison of various brands. According to the course content and teaching methods provided by each brand, the "Blue Book" divided the 17 online education brands in this survey into two categories, namely, online English ( 7), comprehensive online courses (10).
Data from the "Blue Book" shows that 51Talk and Yuanjiao have the best performance in online English and integrated online courses, respectively.
Among them, the online English category has an obvious head effect. The market share of 51Talk, the first place, accounts for more than half of the entire track, and its 54% market share is much higher than the second place Chiliquala (14%) and the third place Gua. The sum of Guarong English (11%) and the fourth-placed English Fluent (10%) and VIPKID (10%).
At the same time, users' willingness to use top companies in the future is also higher than other brands in the sub-categories.
Among them, users' willingness to use 51Talk in the future is as high as 31%.
In the face of a hundred flowers and a wide variety of online English brands in the market, how do users make choices and why do they favor top brands such as 51Talk?
According to the "Blue Book" survey, nowadays, when facing the many options in the current online education brand market, parents choose more comprehensively and deliberately.
The cost-effectiveness of the courses and the setting of the courses are still the primary considerations. In addition, more parents are also starting to pay attention to whether there will be negative news about the brand itself, which brands are better used around them, and the children's willingness to attend classes.
When choosing online English education products, parents pay more attention to whether the teaching system is sound and whether the courses are interesting, followed by the timeliness of feedback.
In addition, parents choose online English education mainly to improve their children's speaking ability.
The "Blue Book" also shows that in the sub-satisfaction of online English sub-categories, 51Talk has a high overall sub-satisfaction, and the spoken language improvement effect is good.
In addition, users participating in the survey generally gave very high evaluations to 51Talk’s teacher teaching methods, teacher feedback speed in class, course professionalism, course richness, brand, course interest, and teacher’s teaching attitude.
It can be seen that the online English industry has been tempered in every possible way by the market, and has formed a pattern of constant strength and integration of the strong.
The head effect has intensified, and users and resources are being further concentrated to head brands.
Online teaching is becoming the backbone of English education and teaching methods. The top players have built a moat in terms of teaching resources, copyright of teaching materials, and related technologies. At the same time, they have taken advantage of the existing brand effect and continuous development in the rapid development of the industry. The advantages of iterative technical services and competition barriers are continuing to consolidate.
Returning to the origin of education, "inclusive benefit + quality" opens up a broader and broader road
The quantitative survey of the "Blue Book" covers first- and second-tier cities, third- and fourth-tier cities and below cities in the east, south, midwest, and north.
"Blue Book" data shows that the online English education market concentration is reflected in all regions, and top brands also have advantages in different cities. Among online English brands, 51Talk has a superior market share in different cities.
Among them, 51Talk has a market share of 42% in first- and second-tier cities, while 51Talk has a market share of 60% in third- and fourth-tier cities and below.
It is worth mentioning that 51Talk has a prominent market share in the second, third and lower tier cities, and its market share in the first and second tier cities continues to increase.
The brand advantage of first- and second-tier cities has become an important support for the brand to radiate to third- and fourth-tier and low-tier cities, and feeding back the first-tier city market through the advantages of the vast sinking market is also becoming the future trend.
It is not easy to continue to lead the way. The ability to capture half of the national market is also closely related to 51Talk's insistence on focusing on the one-on-one and inclusive education strategy of Philippine education and youth.
Huang Jiajia, founder and CEO of 51Talk, once said that education should not be a luxury.
In fact, since 2019, 51Talk has been making great efforts to "education inclusiveness". With the high-quality-price ratio of Philippine teachers as the core, it has launched cost-effective courses starting from 40 yuan per class to the public, which is a brand awareness and users. Word of mouth has laid a solid foundation, which has also enabled 51Talk to gradually become a national inclusive education brand.
At the beginning of March this year, 51Talk added a new piece of new firewood to online English and released the first online English quality education system, dedicated to improving the English quality education of Chinese people.
In the past, students always put test-taking as the first priority in the process of English learning. Nowadays, parents born in the 80s and 90s are more open and diversified in their children's education, and their demands for quality education are increasing. High, they hope that children can learn naturally in life and can use English to communicate naturally.
At the same time, in 51Talk's teaching philosophy, future-oriented English education is a kind of quality and ability training.
51Talk said, "Improving English quality education is to cultivate global citizens with Chinese background and international structure, and let tens of millions of Chinese people go to the world with the original intention of inclusiveness."
Online education is prosperous with the times and changes by taking advantage of the trend.
If you use one word to summarize the current development status of online education, it is "taking advantage of the trend."
In the face of the "traffic carnival" in the online English education industry, only those who dig deep into user needs, achieve synergy-driven products, technologies and services, and gain user reputation, can win the world.