Market scale continues to expand, content quality needs to be improved

　　Online training, go faster and more steadily (decoding·online education)

　　Our reporter Wei Wei Jiang Xiaodan

　　Core reading

　　At present, the scale of my country's online education market continues to expand, but there are also problems such as uneven courses, lack of qualifications for teachers, and illegal charges. Recently, the Central Cyberspace Administration of China and the Ministry of Education launched a special rectification of online education platforms involving minors. The online education industry must return to the education standard for sustained and healthy development.

　　Every summer vacation is the peak season for online training. The competition this year is more intense, from language training to subject tuition, from art class to programming class, from small class to one-to-one live broadcast, the content and form of online courses are more diverse.

　　More and more desks are migrating from offline to front of the screen. Whether it is for parents, students, or the online education industry itself, there is a process of adaptation.

　　Parent

　　Value course quality and learning experience

　　“Before I had some doubts about online training, and I chose offline training courses.” Mr. Zhang, a citizen of Guangzhou, said that during the epidemic, the child was always at home, and the parent group was not less discussing which online class is good. “I also signed up. Give it a try, I didn't expect it to really change my previous thoughts."

　　Mr. Zhang found that children are very interested in online classes, and they can save a lot of time without having to pick up and drop off. "If the quality is guaranteed, I will choose online training in the future."

　　Unlike Mr. Zhang, Ms. Li in Beijing is an old user of online education. My daughter goes to elementary school in Haidian District, and has been learning English online since the first grade for 5 years. Ms. Li's daughter usually learns piano, dance and other courses offline. In the first half of this year, many art courses that need to be taught face-to-face were temporarily suspended, and the children asked for more online extracurricular classes in subjects. “Parents can see whether the various educational institutions are paying attention to the curriculum design. I also listen to the children's lessons, and most of the teachers speak very clearly.” Ms. Li herself often learns online and feels that she has benefited a lot.

　　In interviews, many parents said that "stopping classes without stopping school" has accelerated everyone's awareness and acceptance of online education. Some parents feel that the effect of children's online lessons is no worse than traditional offline lessons. Among the many online classes at the primary and secondary levels, language and subject courses are most favored by parents.

　　Parents usually communicate with each other, understand the qualifications of the institution, experience trial courses, and finally decide whether to register. How well the teacher teaches, the price of the course, how the child’s learning experience is, and whether it will affect the vision are all important factors that affect the decision.

　　mechanism

　　Continue to explore better teaching models

　　A report released by Taobao in July showed that compared with two months ago, searches related to summer courses on the platform have increased by 186%, which shows that more and more parents are starting to "look for classes" online.

　　The supply of courses is accelerating into the online track. Among them, the migration of wired offline to online, there are institutions that continue to work hard, there are also Internet platforms that target good and start layouts, and some individuals use educational short videos and live broadcasts. Give lectures.

　　Chi Siyuan is the founder of an education and training institution. For 10 years, this institution has been focusing on offline education, and the market is mainly in third- and fourth-tier cities. In the first half of this year, offline teaching could not be carried out normally, so he decided to try online education.

　　However, “due to the huge gap between scale and financial strength, as small and medium-sized educational institutions, we cannot use our shortcomings to compete with the longboards of first-line institutions.” Chi Siyuan plans to continue to base itself offline in the future and use online courses as A useful supplement to improve the coverage and influence of the course. In his view, if the localization of some online courses is not in place, it may not be suitable for local parents. “If local primary and secondary education institutions can do well in online course services and offline localized teaching, they still have the same skills. competitive."

　　The first-line institutions mentioned by Chi Siyuan are educational institutions with a relatively large market share. They hope to further consolidate market share and continue to explore better teaching models. "The future teaching model should be a combination of online and offline. We are constantly exploring the application and innovation of AI and other technologies in the education field, and truly teach students in accordance with their aptitude." The relevant person in charge of the online education institution Hao Future introduced.

　　The surge in user demand has also promoted the iteration and innovation of online education institutions. The current online classes are no longer as simple as playing recorded videos online. The development of technology provides a solid guarantee for online education. One-to-one video teaching, online lectures by famous teachers + offline teacher tutoring, etc., are all A more mature model. The application of emerging technologies such as artificial intelligence and big data in online classrooms has gradually deepened. "The online education industry has accumulated in technology, data, models, etc., and will further promote the digitalization, intelligence, personalization, and inclusiveness of education in the future." said the relevant person in charge of the online education organization Homework.

　　industry

　　Retaining users requires returning to education itself

　　Online education has become an increasingly large industry. According to the 45th "Statistical Report on China's Internet Development Status", as of March this year, the number of online education users in my country reached 423 million. During the epidemic, the number of daily active users of multiple online education applications reached more than 10 million.

　　Capital influx, "flow feast", fierce competition is even more escalation. Faced with the general problem of high customer acquisition costs, many institutions have fallen into the battle of attracting traffic and "burning money", offering free or ultra-low-cost courses, and increasing marketing investment such as advertising... Xiong Bingqi, deputy dean of the 21st Century Education Research Institute, believes that hot It may just be the appearance, "It remains to be seen how many organizations can persist in this marketing war and attract free users, and how many will become users willing to pay."

　　Although the popularity continues to rise, the quality of institutions and courses in the industry is still uneven. Fang Shusheng, executive deputy director of the Education Supervision Office of the Guangdong Provincial Department of Education, said: “Complaints against the online training market are not uncommon. Class hours are exceeded, fee collection is not smooth, and some platforms even implant a large number of games and other content.”

　　Individuals and institutions are rushing forward, and short video and live broadcast platforms have cross-border participation, which also makes it difficult to control the quality of teaching. "If the instructor does not have the teaching qualifications and has not received professional training, there will be greater problems in grasping the teaching content and interacting with students." said Chen Bin, a professor at the School of Educational Information Technology of South China Normal University.

　　In response to this, the Ministry of Education and other departments have repeatedly issued relevant documents, established a filing review system, comprehensively standardizes the enrollment and training content of off-campus online training, manages the packaging of "famous teachers", hires in-service teachers, and hires "fake foreign teachers" without legal qualifications. Such chaos, as well as early teaching, illegal fees, and difficulty in refunding fees. Recently, the Central Cyberspace Administration of China and the Ministry of Education launched a special rectification of online education platforms involving minors.

　　Zhang Zhili, director of the Education Supervision Office of the Guangdong Provincial Department of Education, suggested that parents compare and inquire about word-of-mouth, and do not sign up in a hurry. "I often receive complaints about refunds, such as refunds, but because there are no contracts, documents, etc. Many parents’ rights protection has not gone smoothly. I hope that parents will not pay a higher fee for long-term courses. They must read the terms and save the receipts when signing the contract."

　　"Online training is non-standardized and different from ordinary products. It needs to provide long-term continuous services. Different people will have different experiences and feelings for the same course, and even have different needs at different stages." The person in charge of the organization believes that “the organization must find the correct positioning, provide more refined services, and continuously improve to keep up with user needs.”

　　In addition, the online education industry is also facing the problem of "sinking". "At present, 80% of the students of most online education companies are concentrated in first- and second-tier cities, but according to our student big data, primary and middle school students in third-tier and lower cities are also very eager for quality education resources." The relevant person in charge of homework said.

　　Some experts said that with the opening of schools and the restoration of offline education and training institutions, the demand for online education by students and parents will become more rational, and it is not yet known how many users can be retained by that time. For the online education industry, this is not just a battle between capital and technology, but also a "protracted battle" returning to education itself. Whether it can win depends on the quality of the courses, teaching ability, and technical strength.