China’s education industry in 2020 From Huge amount of calculation & Venture state

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The following is the China’s education industry in 2020 From Huge amount of calculation & Venture state recommended by recordtrend.com. And this article belongs to the classification: Internet Education, research report.

This report is based on the investigation of the users and enterprises, and through the perspective of the changes of the education market environment, the paper makes a review of the development path of k12 education, language education and interest education. We find that the new marketing model based on short video has reconstructed and subverted the traditional marketing promotion of education industry. With the public domain traffic dividends about to be released, where will the education industry marketing go?

Stick to the development opportunity under the long cycle

At present, China’s social economy is undergoing profound changes. From the medium and long-term factors that affect the development of the education industry, such as the domestic economic development, the change of talent demand, the distribution of educational resources and the international development environment, it will be China’s long-term development strategy to give priority to education. In a long period of time, China’s education market will usher in a period of strategic opportunities for development.

With the advent of emerging technologies such as 5g and the change of short-term development environment such as the change of consumption concept of demand end users, the current education market track, market pattern and enterprise development strategy are facing profound changes.

(1) Policy environment: policy dividend will continue to be released, and online education governance mechanism will be accelerated

(2) Capital heat: uneven hot and cold sub track, K12 and other key track head gold absorption effect intensified

Under the impact of the black swan incident, the investment and financing enthusiasm of the education industry in the first half of 2020 will obviously become cold. In the industry as a whole cold, quality education, vocational education, education information and other sub sectors are more favored by investors. Although the number of financing cases of K12, language education and other key track is relatively small, it is the most profitable track in the first half of 2020.

(3) Technical innovation: 5g technology is expected to lead the application of ultra high definition live video classroom

Around 2013, with the advent of the mobile Internet era, the PC based learning mode gradually gave way to the mobile terminal. Tiktok and other short video platforms are attracting new users, with the innovation of fragmentation, interest and scene. The short video + education is in the boom.

(4) The change of social living habits: the change of educational concept brings about the sinking of market area and the sinking of learning period

Demand oriented, concept driven

(1) Willingness of education consumption: the residents’ education consumption expenditure is increasing year by year, and more than half of the family’s education consumption expenditure is higher than 20% of the family income

Education expenditure has become an important investment for Chinese families. Research shows that more than half of Chinese families spend more on education than 20% of their income. Nearly 70% of the families with an annual income of more than 500000 account for more than 20% of their annual income, and 47.6% of them have more than 30% of their annual income.

(2) Digital consumption behavior and trend: short video + education penetrates into all aspects of user attraction, retention and recommendation under the digital trend

The development of digital technology accelerates the development of online education, and short video is also deeply integrated into the user operation, content generation and other aspects of online education. The short video port represented by jitter tiktok is an important channel for users to reach educational institutions. The follow-up will attract more content and advertising.

At present, the market model of the education industry shows the common characteristics of accelerating the transformation to Omo, and the market strategy is sinking to the region and learning stage. However, due to the different target users and market conditions, the development path of the education industry also has its own characteristics. In the field of interest education, AI programming, online practice, smart piano and other new products, new models and new playing methods emerge in an endless stream; vocational education has become a beneficial track for industrial upgrading, and there is a strong demand for it, art design, financial accounting and other skills training.

Short video

In the era of mobile Internet, the credibility and influence of brands have become an important factor affecting users’ decision-making. Marketing has become the direction that most enterprises in the field of education are or will focus on to standardize and layout. According to the survey data, 64.8% of the enterprises surveyed put the importance of “brand marketing and customer acquisition” as “the most important” (Level 5) and “very important” (Level 4). Compared with “corporate culture construction”, “external resources cooperation and development” and “capital operation and financing” and other foreign strategic layout planning, the marketing promotion sector occupies the highest weight.

The increase and decrease of the annual marketing budget of education enterprises reflects the important position of marketing promotion: 43.2% of the surveyed enterprises said that their marketing budget had been improved, and the proportion of enterprises that said that their marketing budget had been reduced accounted for about 29.7%. Fundamentally speaking, the increase and decrease of marketing budget of educational enterprises were aimed at reducing the cost and increasing efficiency of marketing solutions, and short videos could carry different ideas Marketing carrier provides a good idea for this.

At present, the marketing decisions of China’s education industry are showing important changes: 1. The market share of short video and social advertising is increasing year by year; 2. User traffic is the most important factor to consider in marketing promotion decision.

Huge engine based on its huge user flow pool and precise orientation function, making its tiktok short video and today’s headlines become the most popular marketing position for business owners.

1、 Short video and live broadcast have become an important breakthrough in education marketing. Short video content marketing and talent live room with goods reconstruct the traditional marketing scene

There is a high degree of correspondence between short video and education, and culture education has become an important area of tiktok content growth. Data show that tiktok master education in the first half of 2020 grew by 38.2% times in the half year, and the compound growth rate increased by four times in six months. Jitter is one of the most short video platforms with the highest tiktok and the most extensive coverage of traffic. It greatly meets the needs of the new generation of educational users for information acquisition, and becomes an important channel for enterprises to fine target the target audience.

In the field of education, business owners prefer experts to make endorsement for live delivery, which is due to the fact that experts can combine professionalism and user interaction well to enhance the trust between users and talents. Based on this degree of professionalism and trust, it is expected to realize the rapid transformation of ordinary users.

Two, private traffic has become an important way to get passengers. The tiktok has provided extremely rich resources for private domain.

In 2019, with the increasing cost of customers, the public traffic space will be killed severely. Under the competition, private domain traffic construction has become one of the paths that enterprises explore for customers. Many online education institutions have already made good achievements in private space operations.

Relying on tiktok’s tiktok and precision orientation advantages, combined with the short live video air gap, the short video platform will become an important position for private layout of enterprises. Research shows that 92.8% of enterprises have considered or settled in self managed accounts in the platform of jitter. The tiktok private domain provides extremely rich resources for the owners to build private space.

3、 Using brand to improve effect and promote effect transformation

In the past, effect advertising and brand advertising were often separated from marketing, and in the field of education, more emphasis was placed on effect advertising. As a result, a large number of sales leads were lost, and the final conversion rate was lower than expected. Both short video broadcast and private domain operation can play a key role in promoting the user access and transformation of business owners through brand effectiveness. Therefore, brand advertising has a positive effect on effect advertising itself.

Brand effectiveness is first reflected in the amount of shop and drainage, followed by the accumulation of high-quality material content. According to the survey, the forms of brand advertising in education industry mainly include IP drainage and multi-channel advertising of pictures and videos.

New ways to play in post mobile Internet Era

1、 With the different attributes of live broadcast content, user group and secondary track, the anchor with goods in the field of education tends to be vertically subdivided, and the trend of specialization is highlighted

With the continuous vertical subdivision, the requirements for the comprehensive strength of anchor with cargo are higher and higher. Research shows that tiktok users split the track in the educational field, showing a certain difference in the preferences of live broadcast hosts. Occupation education users prefer students to be hosts; K12 users prefer teachers and educational institutions; star actors are more popular with vocational education, interest learning and language learning users.

Tiktok live content marketing ecology is also gradually becoming professional and standardized. The professional live room talent forces enterprises in the education industry to produce, manage and operate teaching products and contents more precisely, so as to locate more subdivided groups through more accurate computing technology, so as to achieve a high degree of consistency between the supply side and the demand side.

2、 Building private traffic space has become an urgent need of enterprises

With the release of public domain traffic dividends, private domain traffic represents a considerable number of enterprises’ anxiety about user growth. In the short video platform, the interaction between short video and live video determines the effect of private space diversion and subsequent users. The live broadcasting room has the most obvious private domain traffic attribute in the short video ecology, which is to build a private domain traffic space and establish a solid connection with users through live broadcasting. The core point of building private traffic space based on short video is the diversion from short video to live broadcast.

The trend of digitization meets the needs of the public and the upgrading of life philosophy. Data show that in the digital wave, the short video / live broadcast continues to rise, and the proportion of private domain space operation weight has gradually become the focus of enterprise marketing layout. In addition, KOL is replacing public official account as the most important concern of digital marketing.

Stick to the development opportunity under the long cycle

In the era of flow realization, various delivery links and modes in the field of education are moving to digital space. In the education industry, where the effect is the king, the push-pull effect of brand on marketing efficiency is increasingly prominent. Brand advertising plays a positive role in the growth of users and the accumulation of brand equity. The early accumulation of brand can release more traffic opportunities for bidding and make bidding advertising “twice the result with half the effort”.

In the marketing scene, it is an important marketing proposition of educational brand and an important mission of massive engine to continuously seek the attention contact point of users, improve the effect of two-way promotion from investment to brand, and continuously tap the potential of business growth. The overall efficiency improvement under the synergy of quality and efficiency is the foreseeable future trend of education industry marketing.

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