Analysis of the operation matrix of Kaochong Postgraduate Entrance Examination

Excellent case analysis

Case name: [Kaochong Kaoyan] Operational Matrix Analysis

Case industry: Online education

Disassembly by: lustrous

Case goal: attract new customers, increase traffic and increase followers

Case tags: exposure and traffic diversion, private domain operation strategy, user growth strategy

1. Private Domain Traffic Strategy

1. Case Background

1) Industry Background

As the overall employment situation in society becomes increasingly severe, the size of the postgraduate entrance examination group is also skyrocketing year by year.

From 2017 to 2022, the number of applicants for graduate studies were 2.01 million, 2.38 million, 2.90 million, 3.41 million, 3.77 million, and 4.57 million, respectively. Compared with 2017, the number of people in 2022 increased by 2.56 million in five years, a 1.27-fold increase.

On the other hand, the emergence of postgraduate entrance examination fever has also brought about a boom in the postgraduate entrance examination training market. Third-party data shows that over the past five years, the compound growth rate of the postgraduate entrance examination training market has exceeded 20%, and the overall scale reached 11.2 billion yuan in 2020.

2) Company Products Kaochong is an online education institution that has launched various online course products for college students and young people. Including CET-4 and CET-6, postgraduate entrance examination, civil service examination, TOEFL, IELTS, teacher qualification and other courses.

Among them, postgraduate entrance examination courses are the main business. The reasons are:

① The postgraduate entrance examination section contains the most courses;

② Among all the courses on Kaochong, Kaoyan is the only one that has launched a combination of online and offline courses;

③The average price of courses under the postgraduate entrance examination section is also the highest.

Therefore, my case analysis this time mainly focuses on the "Graduate Entrance Examination" section.

3) Company business situation

In May 2015, Kaochong received a multi-million dollar Series A investment from Northern Light Venture Capital.

In September 2016, Kaochong received US$8 million in Series B financing led by Matrix Partners.

On March 5, 2018, Kaochong announced the completion of a US$20 million Series C financing round led by Tencent.

In September 2018, Kaochong completed a US$55 million Series D round led by Hillhouse Capital.

In addition, according to data, in 2020, a total of 1.2 million candidates used Kaochong's postgraduate entrance examination-related courses, while official data showed that 3.77 million people registered for the postgraduate entrance examination during the same period.

Excluding those candidates taking the postgraduate entrance examination while working, this means that one out of every three college students taking the postgraduate entrance examination is using Kaochong products. Since 2021, Kaochong's orders for full-priced postgraduate entrance examination courses have ranked first in the industry.

The above data information comes from a column article on iResearch.com and has not yet been found on a more authoritative data statistics platform, so its authenticity remains to be verified.

But we can temporarily assume that Kaochong Postgraduate Entrance Examination is a very successful postgraduate entrance examination institution in recent years.

4) User portrait

Kaochong Postgraduate Entrance Examination is not included in the "Baidu Index", you can only enter "Kaochong":

①20~29 years old are the main user group;

②The number of male and female users is basically the same;

③Users mainly come from Beijing, Guangdong, Jiangsu, Shandong and other regions.

5) Purpose of case analysis

Case objectives: exposure and traffic generation, private domain operation strategy, and user growth strategy.

From a macro perspective, the number of postgraduate entrance examination users has increased dramatically year by year.

But on the other hand, the hot postgraduate entrance examination training market has also spawned many postgraduate entrance examination institutions. These include large educational institutions such as New Oriental, as well as old-fashioned postgraduate entrance examination institutions such as Wendu Postgraduate Entrance Examination (established in 2005) and Kaicheng Postgraduate Entrance Examination (established in 2005). The competition on the track is fierce.

How did Kaochong, a postgraduate entrance examination training institution established in 2015, achieve steady growth in such an environment?

The purpose of this case analysis is to explore the underlying logic behind the success of Kaochong Postgraduate Entrance Examination from the perspectives of public domain exposure and traffic diversion, private domain operation strategies, and user growth.

2. Traffic Sources

1) Information flow delivery

There are advertisements on WeChat Moments, Toutiao and Douyin. The landing page is: (check it later)

2) Traffic diversion from various platforms

1. Zhihu

① Drainage account

Kaochong has many accounts on Zhihu that are segmented by region and profession. But the main accounts are "Kaochong Kaoyan" and "Kaochong Kaoyan Singularity Jun".

② Traffic diversion strategy

Kaochong adopts the strategy of "focusing on sharing practical information and paying less attention to traffic" on Zhihu for the postgraduate entrance examination.

The answers and articles on Zhihu are mainly aimed at the daily confusion and questions of the postgraduate entrance examination group.

In the specific answers and articles, there are basically no external links or course guides, only the following part that guides to the private domain of the official account:

This link leads to the article on the WeChat public account.

My thoughts: For postgraduate entrance exams, the strategy on Zhihu is to increase popularity and build goodwill.

Provide practical information for postgraduate entrance examination and answer questions to resolve doubts, which are the brand's tone. Don't rush to divert too much traffic in a single article.

From the perspective of gaining user recognition and trust, this is a relatively reasonable approach. Many organizations that do promotion and operation on Zhihu will embed many links in their articles. It gives people the feeling of an advertising marketing article. Personally, I think this is not conducive to impressing and guiding users.

2. Xiaohongshu

For Kaochong postgraduate entrance examination, there is no guidance to private domains and websites in Xiaohongshu, it is just a pure graphic note with useful information and answers to questions.

The content mainly includes the knowledge and information that you must know for the postgraduate entrance examination, knowledge points of political English for the postgraduate entrance examination, etc. This is content that is hard-core and useful.

I think that, like Zhihu, Kaochong’s operating idea is to increase its popularity and user favorability through major public platforms.

The content is mainly aimed at users who have already entered the postgraduate entrance examination preparation stage.

3. TikTok

On Douyin, the content released by Kaochong Postgraduate Entrance Examination is in the form of a short theater question and answer session, answering questions that postgraduate entrance examination users often encounter .

The difference between Douyin and Xiaohongshu is that the content of Douyin is more oriented towards users who are in the early stages of preparation for exams or are about to take the exams. There are only answers to questions, but no practical information and knowledge points for the postgraduate entrance examination.

Note: The content and structure of Video Account and Douyin are basically the same

2. Private Domain Operation Strategy

The main private domain that carries traffic for Kaochong Postgraduate Entrance Examination is WeChat (official accounts and mini-programs).

1. Official Account

1) Basic architecture

There are two menu bars on the main page of the official account: the menu bar on the left is the landing page of the core paid courses of Kaochong Postgraduate Entrance Examination; the menu bar on the right is free information and courses. There are three exits (marked with blue numbers).

Exit ①: WeChat community

On the free course page, there is an option to add a private teaching assistant’s WeChat, so that you can listen to Kaochong’s open classes more smoothly and receive relevant materials. You can also join the WeChat group of Kaochong Postgraduate Entrance Examination.

Exit ②: QQ Group

On the free course page, there are also matching postgraduate entrance examination materials, which you need to join the QQ community to receive.

QQ groups are usually in a muted state. Because the group preparing for the postgraduate entrance examination needs to study more, there is no communication and discussion. Only on the group announcement page are there links for further traffic diversion and conversion.

The operation of Kaochong Postgraduate Entrance Examination in the QQ group has yet to be improved, and currently it only serves as a traffic/information docking platform.

Exit ③: Sub-official account

Add customer service on the free course page to follow another sub-public account of Kaochong Postgraduate Entrance Examination.

2) Sub-official account

Wormhole research friend Xiao Mengjiang. It is used to undertake a user group with relatively high quality. The so-called high quality refers to those who have already started preparing for the postgraduate entrance examination and need more hardcore real exam materials. They are relatively more willing to purchase courses and use the Kaochong APP.

Compared with users who are in the early stages of preparation or during the exam preparation period. What this group of users needs more are knowledge points, exam preparation experience and other content. Therefore, this public account is used to place and push this type of content;

Finally, in the custom menu section, you will be further directed to the Kaochong APP (core products + core courses).

2. WeChat Mini Program

The main function of the WeChat mini program is to provide candidates with some urgently needed information, adjustment information, professional information and real test questions. These services are frequently used when preparing for exams. These functions ensure that the mini program will be used frequently. Above the mini program is an ad space that promotes the core paid postgraduate entrance examination courses.

In the lower right corner, there is a link to add customer service. You can further be directed to the QQ group of Kaochong Postgraduate Entrance Examination (which has been broken down above).

3. Private Domain Conversion Strategy

It is now the end of February, and the 2022 postgraduate entrance examination results are coming out and the 2023 postgraduate entrance examination is about to start. Therefore, the course is also promoted around these two key points.

1. Course payment process

1) A re-examination course for the 22nd batch of candidates.

There are mainly two courses: the 999 yuan postgraduate entrance examination re-examination class;

Special training course for re-examination costs 2,899 yuan.

A full refund if the course is not passed is a common marketing tactic for courses, and it is basically a zero-risk investment.

Moreover, the 999-yuan course is placed first, which shows that it is the re-examination course recommended by Kaochong.

2) Postgraduate entrance examination courses for the 23rd batch of candidates

It is a common price reduction inducement strategy.

2. Secondary publicity and exposure

Kaochong Postgraduate Entrance Examination recently launched a lottery event. If you post your postgraduate entrance examination results on WeChat Moments, Xiaohongshu, Weibo, Bilibili and other platforms, you will have a chance to enter the lottery and win prizes.

People who have good results in the postgraduate entrance examination have the desire to show off their results. At the same time, you can also participate in a wave of lucky draws, which can encourage users to help Kaochong further promote and strengthen its reputation.

3. Overall operation path

4. Points to be optimized

Points to be optimized 1

QQ and WeChat groups feel more like tools, very quiet

In general, the links for postgraduate entrance examinations on Kaochong are well designed and contain a lot of useful information. Their QQ groups and WeChat groups are more of a traffic carrier and resource connection. There is very little communication in daily life, and people are basically in a state of silence. Overall, the community feels more like a tool.

However, the daily state of candidates is to put down their mobile phones and study daily. But I think there should still be some humanistic care and communication.

Because those who are taking the postgraduate entrance examination are relatively lonely, and the preparation process is also very painful.

Solution:

I think some mechanisms need to be designed to cater to such mentality and emotions.

For example, on weekends, we organize some discussion activities to encourage each other, or exchange experiences in the preparation process, so as to build a bridge of communication for candidates from all majors and regions. It is usually in a state of silence.

In this way, candidates can persist. The more they persist in taking the postgraduate entrance examination, the higher the possibility they will be to purchase subsequent courses.

In addition, the community discussion process can also further understand the psychology and needs of candidates. This can be fed back into product design and curriculum planning.

In addition, some high-quality discussions within the community can be turned into pictures, texts or videos and published on Xiaohongshu/TikTok. Not only can we attract general users with practical information, but we can also attract users with warmth and atmosphere.

Point 2 to be optimized

The export of transferring courses from official accounts is more complicated

Official accounts are the main traffic transit point. Leads to: free courses, private tutoring, customer service, sub-public accounts, QQ groups, Kaochong APP and other landing pages.

I feel that such an architecture can better segment users and target their needs. But it also increases the number and complexity of switching pages.

I haven't thought of a better way to optimize it, but I think it should be to implement simpler and more intuitive menu options in the program functions. (I’m a novice when it comes to designing a certain function from a programming perspective, so I can’t say much).

5. Staged Thinking

1. Focus on products and reputation, not conversion

After looking at the overall new media matrix of Kaochong postgraduate entrance examination, my feeling is that Kaochong attaches great importance to catering to the basic needs of the examination.

The postgraduate entrance examination group needs more actual examination questions, preparation plans, various postgraduate entrance examination information, and explanations of knowledge points. So on Zhihu, Xiaohongshu, Douyin and official accounts, the main content is these dry goods.

And on public domain platforms, there are basically no advertisements and external links. I only saw 1-2 links on Zhihu that led to articles on official accounts. This operational idea is very worthy of learning and reference.

Kaochong is not in a hurry to achieve more PV/UV and conversions in a single article, but focuses on more brand exposure, more recognition and trust. Instill in the minds of postgraduate entrance examination candidates the idea that "postgraduate entrance examination is useful"

Therefore, each step of guidance in the test matrix will be attached to a requirement, such as:

From public accounts to following private tutors, I use postgraduate entrance examination materials and real test questions for guidance. Because postgraduate entrance examination materials and real questions are the rigid needs of postgraduate entrance examination candidates.

From Zhihu to the official account, when talking about memorizing words, an article that detailed the strategy for memorizing words was introduced at the right time.

I believe that this operational approach, which focuses on meeting needs and slowing down the pace of conversion, is the key to Kaochong's ability to stand out in the relatively crowded postgraduate entrance examination track.

2. A complete matrix system is more conducive to refined user operations

Users involved in postgraduate entrance examinations can basically be divided into four levels:

General users: those who have only a vague understanding of the postgraduate entrance examination, want to take the exam but are hesitant, or are still choosing a school and major, and are still making a preparation plan;

Early candidates: They have a basic understanding of the postgraduate entrance examination and have entered the early learning stage;

Mid- to late-stage candidates: They are already determined candidates and are focused on reviewing and preparing for the exam;

After the initial test, candidates usually take the second/third test or the retest.

So, for users in these 4 levels. The new media matrix of Kaochong Kaoyan is complete enough to distinguish and serve users of different levels. The general structure is:

This type of operation is more conducive to dedicated use of domains, more accurate content output, and more detailed satisfaction of user needs.

3. Extended thinking

Although the idea of ​​a complete matrix system like Kaochong Graduate School Entrance Examination, which focuses on brand reputation and pays little attention to conversion marketing, is very reasonable. But only for some well-funded course offerings. From the background investigation above, we can see that Kaochong Kaoyan raised a considerable amount of funds between 2015 and 2018.

Only in this way can a complete operations team be formed, with dedicated people and positions distributed at various locations in the matrix. Create a refined user segmentation and practical business-oriented operation matrix system

But for some small educational institutions, they only have an operation team of 3-5 people (the company I worked for before was like this), and they are unable to develop apps and mini-programs and set up a sufficiently complete operation matrix like Kaochong.

Moreover, small companies are often forced to survive, or operators are forced to meet KPI pressures, and have to embed many advertising links in a single promotional content, hoping to bring in more UVs and conversions in a single article.

Doing this is a bit deliberate. Not only is it not conducive to the dissemination and promotion of a single piece of content (some platforms have a relatively strong crackdown on advertising external links, and Internet users are generally very disgusted with marketing advertising articles), but it is also difficult to build a solid reputation.

So, for small companies with limited financial resources, how can they learn from the operational ideas of "Kaochong Kaoyan"? ——When I was working for my old employer, I often thought about this question. Let me share my immature thoughts here.

I believe that the key for a small company to survive is to be “small but good”.

Choose the user group that you are best at, have the most experience in, or understand best. First, strive for perfection in these aspects to strengthen the brand and enhance user trust.

Because the user base is relatively single, demand is easier to control. Therefore, the requirements for matrix completeness, content strategy and detailed stratification are much less.

In this narrow field, small companies have the only chance to catch up with large companies.

Once you have accumulated enough users and trust in this small but sophisticated field, you will have the energy and financial resources to manage the next user group. This step-by-step approach may be the way for small companies to survive.