Education and training institutions and Internet giants have entered the learning machine market and ushered in a new wave

　　Education and training institutions and Internet giants have entered the game, and AI technology has become the main battlefield

　　Learning machine market ushered in a new wave

　　After the "double reduction", the education and training market cooled down rapidly, but the learning machine market was booming.

　　On September 13, Squirrel AI, a unicorn enterprise in the field of AI + education, announced that, relying on a series of products such as learning machines, it has completed sales of more than 40,000 smart hardware and terminal sales of about 300 million yuan in more than half a year.

　　iFLYTEK has also achieved dazzling performance.

On August 22, the 2022 semi-annual report released by iFlytek showed that the sales of AI learning machines increased by more than 101%.

　　With the deepening of the double reduction policy and the change of students' learning patterns, the learning machine market is highly optimistic.

Not only did the traditional learning machine companies such as Dushulang and Bubu Gao speed up their pace, but many education and training companies also took it as the main breakthrough path for transformation. At the same time, Internet technology companies have entered the game one after another, and the learning machine track has seen a situation of "fighting with gods" and has entered AI. era.

　　"Fairy Fight"

　　"BBK, seewo, iFLYTEK, Dushulang, I have tried almost all learning machine products on the market." Ms. Shi, a mother in Beijing, told reporters that she saw advertisements for various learning machines in the elevator and on her mobile phone, claiming that "AI Precision Learning" can improve learning efficiency in a targeted manner. "After watching various brands of grass growing videos, I finally bought a suitable one for my children."

　　In 2020, the "double reduction" policy was implemented. After many off-campus training institutions were closed and transformed, many parents, like Ms. Shi, deeply felt that "the pressure of tutoring children's learning has doubled", and more and more parents have purchased learning machines to assist tutoring. As children learn, the purchase demand for learning machines continues to increase.

　　At the same time, education and training enterprises have also begun to seek business transformation after the "double reduction". Many enterprises regard the educational intelligent hardware market as a breakthrough, and the rich teachers and training resources accumulated in the past can be seamlessly connected.

　　In the second half of 2021, giants such as New Oriental, Xueersi, Aixue, and Homework Gang have launched their own dedicated learning machines and are constantly iterating on new products.

In January this year, Squirrel AI Learning launched a number of hardware products, including three intelligent learning machines.

In February, Master Education launched its first intelligent learning machine.

In March, the Zebra Intelligent Learning Machine G1, a subsidiary of Yuanfudao, was officially released.

　　If the accelerated layout of teaching and training institutions heats up the learning machine track, then Internet technology companies betting on this field will accelerate the rapid take-off of the industry.

In the past two years, Internet technology companies such as Baidu, NetEase Youdao, and iFLYTEK have launched a variety of AI learning machines with strong capital and technical advantages.

　　In the face of increasingly fierce market competition, traditional companies such as Backgammon, Dushulang, and Youxuepai, the old players in the learning machine industry, have not sat still and continue to update and iterate their products.

According to Tianyancha data, as of now, there are more than 21,000 learning machine-related enterprises in my country.

In the past three years, the average annual growth rate of registration was 19.6%.

　　Competitive "involution"

　　According to the data of the Prospective Industry Research Institute, the top five learning machine market shares of Tmall in 2020 are BBK, Youxuepai, Dushulang, Xiaobawang, and iFLYTEK.

According to the learning machine V list of Tmall mall, the top three best-selling machines in the past three months are seewo learning machine W2, iFLYTEK learning machine and BBK tutoring machine S6.

　　Traditional enterprises represented by Backgammon and Xiaobawang have been deeply involved in the industry for many years. Their advantages lie in the design and production of hardware and a complete supply chain system, but their disadvantages lie in the "soft power" such as product technology and educational content support and research and development. "not enough.

　　The education and training companies that have newly joined the track are just the opposite. They have accumulated experience in educational content and user resources, and are obviously not good at hardware production, supply chain assurance, and sales channels.

　　As for Internet technology companies, big data, artificial intelligence and other technologies are their biggest advantages. They are also very prominent in their capital capabilities and product innovation capabilities, but their lack of educational genes is their shortcoming.

　　All kinds of enterprises have mutual advantages and disadvantages. As more and more enterprises choose to enter the market, the competition in the learning machine market is becoming more and more fierce.

How to adapt teaching resources to students’ needs more efficiently and accurately is an important factor affecting consumer decision-making. Therefore, AI intelligence has become one of the highlights of the current learning machine market competition.

　　At present, mainstream manufacturers have launched AI learning machines, which can diagnose students' test questions through knowledge graphs, find weak knowledge points, and then automatically push relevant video learning content and topics to achieve targeted learning.

　　Industry experts believe that as students' demands become more refined and personalized, the content and service contention of learning machines will escalate.

As a key link in AI technology, who can better achieve AI empowerment or win more markets in the competition for learning machines.

　　full of challenge

　　According to the "2022 China Education Intelligent Hardware Industry Report", the intelligent education hardware track has huge growth potential, and the market size is expected to exceed 100 billion yuan in 2024, with a compound annual growth rate of 26%.

　　Learning machines have become the focus of competition in the educational intelligent hardware market due to their adaptability to home learning scenarios and high market penetration.

The "2021-2026 Learning Machine Industry Venture Investment Situation and Investment and Financing Strategy Guidance Report" released by the China Research Industry Research Institute shows that my country's learning machine market will grow steadily at an annual growth rate of 15% from 2021 to 2025. will reach 8.75 million units.

　　While the learning machine track is developing rapidly, it also faces huge tests and challenges.

　　The industry standard for AI learning machines has not yet been established, and there are many and miscellaneous entrants. Some of them are for profit, and the product names and selling points are strongly labeled with AI. Parents will not recognize it, and it is difficult to buy a real AI learning machine.

　　In addition, the learning machine track has always been criticized for "low matching high price".

At present, almost all learning machine products claim to have AI learning capabilities, but the price range in the market ranges from more than 1,000 yuan to tens of thousands of yuan, which varies greatly.

At the same time, the price of learning machines is also on the rise.

In the market, the price of seewo W2, BBK S6, Youxuepai U90, Dushulang AI and other models of learning machines are all priced at more than 4,000 yuan.

Xiaodu's latest P20 learning machine is priced at 5,400 yuan.

　　In addition, the degree of hardware homogeneity of learning machine products is relatively high, and software and content have become important criteria for measuring the quality of products.

Differences in software and content will be the key for brands to break through homogeneous competition and acquire customers in the future.

For the learning machine market, only companies with hard power such as hardware research and development, supply chain, and soft power such as strong education and teaching resources can go further in the market.

　　Yang Ranran