2022 under the "double reduction": China's education industry transforms and develops with the help of "smart" Dongfeng

　　Chinanews.com, January 14, title: 2022 under the "double reduction": China's education industry transforms and develops with the help of "smart" Dongfeng

　　China-Singapore Finance and Economics reporter Xia Bin

　　In 2022, with the help of "smart education" Dongfeng, China's education industry will hand in a brilliant answer.

　　Throughout last year, although affected by the epidemic and other factors, the education industry still faced many difficulties, but under the influence of policy guidance, technological innovation, capital integration and other driving forces, the development of China's smart education industry has become more mature.

　　Especially in the second half of 2022, the whole industry will seize the opportunity period of the development of the national digitalization strategy, drive the new generation of information technologies such as artificial intelligence, big data, and 5G, and promote the continuous integration of key technologies and educational scenarios and the deepening of intelligent education. , Online education, AI education, and personalized education are further popularized.

　　After July 2021, K12 subject education and training will be strictly restricted, and the online education market will be impacted.

In 2021, the online education market will be 322 billion yuan, a year-on-year decrease of 25.6%, and capital will quickly shift to quality education, vocational education, and smart education hardware, which have not been affected.

　　TAL’s 2022 financial report shows that as of February 28, 2022, TAL’s revenue has reached US$4.391 billion, which has halted its five-year growth trend and decreased by 2.3% year-on-year.

Today, TAL is still in the wave of industry transformation and change.

At present, its transformation direction is mainly concentrated in the fields of quality education, educational hardware, intelligent teaching aids and overseas business.

　　After the "double reduction", TAL's total operating expenses began to shrink, and at the same time it got rid of the dilemma of rising sales and marketing expenses.

In fiscal year 2022, its operating expenses will be US$2.823 billion, a year-on-year decrease of 2.8%.

Among them, sales and marketing expenses decreased significantly, down 33% year-on-year to US$1.118 billion.

Precipitating technology and polishing content will become the main theme of TAL in the next few years.

　　Although it has emerged in the e-commerce live broadcast industry and has shown its determination to transform, New Oriental's core source of income in the short term is still the traditional business of education.

Previously, K9 subject business accounted for about 60% of New Oriental’s revenue.

Based on the revenue calculation for fiscal year 2021, the closure of the K9 business will reduce New Oriental’s revenue by more than US$2.5 billion.

　　In order to comply with relevant policies, New Oriental reorganized its core business, and the company's remaining major businesses performed stably. In fiscal year 2022, the business of overseas test preparation and overseas consulting business increased by 6% and 16% year-on-year respectively, and the domestic test preparation business for adults and college students increased by about 30%.

　　At the same time, in addition to the above-mentioned businesses, New Oriental has also launched non-disciplinary tutoring services, including study tours and research camps, teaching materials, digital intelligent learning solutions, and preparation for college entrance examinations, etc., and has entered the field of intelligent learning systems and equipment.

　　Different from the impact on online education companies, seewo, a traditional education informatization company, is facing a more stable To G business.

During the economic downturn in 2022, seewo, which has been working in the field of smart hardware for many years, will release 7 new digital hardware products.

In terms of smart classrooms, seewo still maintains a large market share and a good growth momentum.

　　IFLYTEK, a hardware company that has also been deeply involved in the field of intelligent education for many years, continues to rank first in the industry in the NPS recommendation value of its AI learning machine, and its GMV in the first three quarters increased by 85% year-on-year.

From January to August, the market shares of Tmall and JD.com both ranked first.

In the 2022 fiscal year, more than 400 offline sales stores of iFLYTEK AI learning machines will be added, with sales increasing by 197% year-on-year, and activated users increasing by 150% year-on-year, showing a good momentum of development.

　　However, with the surge of players and intensified competition, the business model that relies solely on educational hardware to form a competitive advantage has faced severe challenges.

Providing personalized, precise, and professional services through the integration of hardware, software, and services has become a new trend to increase product added value and build competition barriers.

　　To explore the new learning mode in the era of intelligent education, it is not only necessary to accelerate the deep integration of software and hardware and other information technologies with customized educational content, but also to improve the ability of customized services to meet the diverse needs of students through personalized and precise services. Learning appeals stimulate students' interest in active learning, cultivate students' habit of independent learning, and finally realize the real upgrade of the way of educating people.

　　Taking the core application scenario of smart education—family as an example, in recent years, the iEnglish smart English learning solution has been widely used in family education scenarios. Through accurate evaluation of each child's real English level, English materials of appropriate difficulty are matched for them. Really help each child achieve personalized and autonomous learning.

　　At the same time, an independent "iEnglish parent circle" function is set up on the parent terminal, and the learning report presented to parents includes six dimensions including reading level, learning skill value, effective learning time, and learning suggestions, helping parents to understand their children's learning data and status in real time. Automatically analyze study records.

　　After the accumulation in 2022, the prospects for the transformation of the education industry to intelligence are gradually clear. From education informatization to education digitization, from technological innovation, content iteration to service enhancement, the application scenarios of intelligent education will be more abundant, software, hardware and precise services The trend of integration will also be further deepened.

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