2018 China Education Industry Promotion Trend Analysis Report!

1) Industry development trends: Internet education development increased significantly in 2016, and the total transaction volume is expected to exceed 350 billion in 2019. The K12 online education industry has maintained high growth for several consecutive years and achieved large-scale monetization in 2017, and its growth potential is still large.

2) Analysis of advertising trends: K12 education accounts for the largest proportion of overall education advertising, and it is mainly placed on Toutiao , Baidu Information Flow , and NetEase Yixiao platform. In the overall education and training industry advertising, Toutiao, Baidu Information Flow , and Tencent Social Advertising ranked among the top three advertising platforms. A ranking of the top 10 brands in terms of advertising volume in the education industry shows that the three platforms with the most advertising volume are Xueersi Online School, Tanzhou Education, and Shande Education Group.

3) Analysis of advertising formats: In the education and training industry, information flow ads /banner ads are the main form of advertising, and the proportion of text link ads is higher than that of other industries. Among the material types of information flow advertisements in the education industry, single-image advertisements account for a high proportion, while group-image advertisements in the vocational education and training segment account for a relatively high proportion.

4) Summary of common advertising tactics: In K12 education, language training (mainly English) accounts for a high proportion, and the top brands feature celebrity endorsements and 1V1 foreign teachers; computer technology accounts for a high proportion in vocational skills training, and “high salary” incentives/“zero foundation” are commonly used terms; the two-dimensional video advertising platform Bilibili is favored by Japanese training advertisers.

5) Ranking of the number of ads placed on apps related to the education industry: Children’s English audio reading apps have the largest number of ads placed, and the ads mainly use word spelling materials with innocent cartoon characters.

6) Tracking of popular educational products: Among them, the smart translation machine is suitable for promotion in scenarios where people travel abroad and have language barriers. Another popular single product, the educational robot, focuses on smart early childhood education, combining education with entertainment.

(Note: The data in this report covers the advertising situation of more than 30 mainstream mobile advertising platforms.)

1. Development Trends of the Education Industry

1. Internet education has seen a significant growth in 2016, and is expected to exceed RMB 350 billion in total transaction volume in 2019

The relatively flexible Internet education breaks through geographical and spatial restrictions, lowers the threshold and cost of running schools, and allows the full release of teaching resources, making it possible to expand students on a large scale across the country. Therefore, it is favored by educational training institutions. Senior offline training institutions such as Shanda Education, New Oriental, and EF Education have entered the Internet education market, and pure Internet education platforms such as VIPKID and Xueersi Online School have emerged. Internet education is convenient, fast, effectively utilizes fragmented time, and is more cost-effective, so it is also popular among students.

According to statistics from Analysys International, Internet education grew by 43.30% year-on-year in 2016, with the market transaction volume reaching RMB 160.1 billion. The year-on-year growth rate has exceeded 30% for many consecutive years since 2012.

2. K12 online education has maintained high growth for several consecutive years, and 2017 became the first year of large-scale monetization

According to data from iResearch Consulting , the market size of the K12 education segment reached 29.87 billion yuan in 2017, with the year-on-year growth rate exceeding 50% for the first time. 2017 became the first year of large-scale monetization.

2. Analysis of Advertising Trends in the Education Industry

This report will analyze the advertising data of the education industry across the entire network from June 1 to August 31 to analyze the advertising trends in the education industry. The same applies below. In order to better carry out analysis, the education and training industry advertising data mentioned in Parts 2 to 4 of this report do not include advertisements that lead to specific app downloads or sales of related physical products. The following segments are made according to different audiences at different learning stages, and the different segments are defined as follows:

1. In the education and training industry, new media such as Bilibili/Zhihu are valued, and K12 education has the most advertising.

Among the overall education industry’s advertising, the most advertising is placed in rigid demand segments such as K12 education and adult education. In terms of advertising platforms, Toutiao has the most education and training ads, and the emerging advertising platform Bilibili is also among the top 5 in terms of advertising delivery, mainly focusing on adult language training and K12 education segments.

2. K12 education ads are mainly placed on Toutiao/Baidu Information Flow/NetEase Yixiao Platform

An analysis of the platforms where K12 education advertisements are placed shows that the three platforms with the largest number of advertisements are Toutiao, NetEase Yixiao, and Baidu Information Flow, which together account for more than 70% of the total number of advertisements.

3. In terms of the number of advertisements placed by top 10 brands in the education industry, Xueersi Online School, Tanzhou Education, and Shande Education have placed the most advertisements.

Through systematic analysis of landing pages and advertising copy in various education industries, the top 10 brands in the education industry in terms of advertising volume are output as follows.

Among the top 10 education brands in terms of advertising volume, there are four pure language training institutions, of which VIPKID and DaDa are brands that focus on online English training for children. Xueersi Online School is the training institution with the most advertising in the education industry, with more than 2,000 advertisements placed across the entire network from June to August. Its advertising mainly promotes its online English courses taught by foreign teachers and mathematics tutoring. "50 yuan for 10 days/15 classes" is a point that it repeatedly emphasizes. Shande Education is the only educational institution in the Top 10 list that focuses on adult academic education and professional qualification training. Its advertising covers the most mainstream advertising platforms and has a wide range of channels .

3. Analysis of mobile advertising formats

1. The advertising format of the education and training industry is single, mainly information flow advertising/banners, and the proportion of text link advertising is higher than that of other industries.

In terms of advertising format, the advertising format in the education industry is relatively simple, mainly consisting of information flow ads and banner ads. Among them, the proportion of text link advertisements is higher than that of other industries, and it mainly comes from the Zhihu advertising platform.

2. Analysis of the types of information flow advertising materials in the education and training industry shows that single images are the main form, and group images account for a high proportion in the field of vocational education and training

Except for the vocational education and training segment, other segments of the education industry mainly use single pictures in information flow advertising , accounting for more than 60%. Among them, the proportion of single-picture advertisements in the amateur interest and talent segment exceeds 84.20%. The overall proportion of video advertising in the education industry is still relatively low, accounting for no more than 10%.

4. Summary of Common Advertising Routines

1. In K12 education, language training (mainly English) accounts for a high proportion, and the top brands focus on celebrity endorsements and 1V1 foreign teachers.

In K12 education, in addition to subject education, language training (mainly the English industry) accounts for a high proportion, and "1V1 foreign teachers", "free classes", and "authentic American spoken English" are the main points promoted by related advertisements. Among the advertisements for children's English training, the brands with the most placements are Xueersi Online School/VIPKID/DaDa/51Talk/gogokid. In addition to Xueersi Online School's promotion of " live online classes taught by Chinese and foreign teachers", the other four brands have invited well-known film and television stars as spokespersons, and the focus of their publicity is also mainly on immersive English learning through 1V1 foreign teachers, allowing children to learn English in an interesting way.

Based on third-party data statistics, the paying users of children's English are mainly distributed in first- and second-tier cities. They are mainly female and are high- and middle-high-spending groups. Foreign teacher teaching is what this audience is more concerned about. It is speculated that attracting attention through free trials rather than directly promoting low prices or special sales strategies is based on considerations of the audience's consumption habits.

2. Computer technology is the mainstream of vocational skills training, and high salary incentives/zero foundation are common words

Adult vocational education and training is further subdivided into "vocational skills training" and "vocational qualification certificates and civil service examinations". Vocational skills training mainly refers to training for a certain skill or course for the purpose of employment or improving professional business familiarity, while "professional qualification certificates and civil service examinations" refer to training and civil service examinations to obtain relevant professional qualification certificates by passing national certified examinations.

In vocational skills training, advertisements related to computer technology skills learning (programming/UI/ AI intelligence/ big data ) are mainstream, and high salary incentives/zero foundation are commonly used. The relevant copywriting routines are summarized as follows:

3. Adult vocational qualification training: Fire engineer/accounting certificate/teaching certificate are the three most popular certifications, and information copywriting is often used

It is worth noting that fire protection engineer, an unconventional certificate with low market awareness, is the category with the largest proportion of professional qualification certificate advertisements. Secondly, exams such as teacher qualification certificate/accounting certificate/psychological counselor are also popular among the exam types. The relevant advertising copywriting routines are summarized as follows:

4. Adult language training - Japanese advertising: Bilibili, an ACG platform, is favored by Japanese language training advertisers

The Bilibili platform, known as a gathering place for the second dimension, is favored by Japanese language training advertisers. Among the mobile advertisements related to adult Japanese language training, Bilibili’s advertisements account for as much as 72.0%. The huge vertical loyal Japanese anime fans are the core audience of the advertisement, so the corresponding advertisement also combines well-known anime and Japanese oral test as the entry point, which is highly consistent with the tone of its platform.

The above is a summary and analysis of advertising in various segments of the education industry.

5. Ranking of Education App Advertisements

We analyzed the advertising situation of apps related to the education industry, and output the ranking list of apps in the education industry (on both iOS and Android) as follows. Only advertisements that directly lead to the download of specific apps are counted here. For example, although Suntech has a corresponding app, its delivery is mainly based on form collection, so this type of advertising is not included in the statistics.

Whether it is Android or iOS client, the English children's reading "Banyu Picture Book" is at the top of the list. The total number of advertisements placed from June to August exceeded 600, and the main materials for the placement were cartoon pictures with Chinese and English words.

6. Tracking of popular education products on Toutiao platform

In addition, when analyzing the education sales advertisements based on Toutiao, we also found that the advertising investment in the two major categories of smart translation machines and smart machines, which use AI intelligence as the main promotional point, is relatively high.

1. Smart translation machines are suitable for overseas travel scenarios, and educational robots focus on smart early childhood education, combining education with entertainment.

On the Toutiao platform, smart translation machine advertising is launched vigorously, and the advertising slogans are mainly centered around the "travel abroad" scenario, emphasizing multiple languages ​​(72 countries/32 countries/27 countries), one-click translation, and photo recognition. The overall price is more than 1,000 yuan, and the advertising materials are mainly product promotion posters, while the landing pages are mainly Toutiao's official product purchase page.

2. Toutiao’s hot spots in the education industry e-commerce market: educational robots focus on intelligent early childhood education, combining education with entertainment

Intelligent robots from brands such as Leleyong, Ershuai, and Lelebao are designed to address the pain point that parents have no time or energy to tutor their children, and advocate letting children learn through play.

The above is an insight into the buying trends in the education industry from June to August.

Source: AppGrowing