A brief analysis of the current mainstream online education activities!

In recent years, online education has become a hot topic: early childhood education, K12, and adult education are booming and the competition is fierce. Whether it is children's education or adult further study, as long as you have the desire to learn and improve, there will always be course products suitable for you.

For educational institutions, traditional marketing methods are outdated. In the era of mobile Internet, the mainstream approach has become: low-priced trial classes + community services.

The author will explain the products that he has personally experienced recently.

1. Zebra AI Course

(An intelligent education platform that provides multi-disciplinary online education for children aged 2-8)

First impression of the product: Zebra AI, produced by Yuanfudao and invested by Tencent, is simply called "luxury". This year, there have been overwhelming advertisements on various channels, almost like they were posted on your doorstep. As a new dad, I naturally downloaded their app to find out more.

Purchase a trial class: After registering as a new user, the APP recommended a 5-day trial class for 0 yuan to me; then I followed the official account and was recommended a 1 yuan flash sale class: 1 yuan = 5-day trial class + supporting teaching materials (new users can only choose one of them). I chose the latter. For users, there is almost no decision-making cost for both of them.

Experience course: After purchasing the course, the APP first guided me to add the teaching assistant’s WeChat. The teaching assistant gave me some pre-class guidance and invited me to join the group one day before the class started. After the class starts, the teaching assistant will interact with parents frequently every day, supervise their children's learning, and send some videos and useful materials from time to time.

Of course, the Zebra course experience is still very good. It is worth mentioning that after the study is completed, a learning report can be generated immediately and shared on WeChat/Moments, and others can scan the code to listen to the child’s learning recording just now, which will be more convincing to other parents.

Convert to regular price class: Because it is a trial class that just started on Monday this week, it has not ended yet. However, I learned from other parents that the teaching assistant would promote the 2,800 yuan full-price course in the form of a preferential promotion (in the next article I will analyze the entire process of the Zebra experience class in great detail).

2. Open English

(Committed to creating the most practical English courses to help you speak English easily)

First impression of the product: Unlike Zebra AI, the promotion of KaiYan English is much more low-key. It was recommended to me by a colleague. I am also practicing my spoken English, so I downloaded it out of interest.

Purchase a trial class: 5-day trial class for 0 yuan, and there are benefits for joining the group, just sign up. Especially before registering, you can take a 5-minute test to measure your English level, and then the system will recommend a suitable study plan for you, which helped me establish clear goals and expectations.

Experience course: Compared with Zebra AI, Kaiyan’s community operation is more meticulous and thoughtful, for example:

• Opening ceremony: divided into 6 parts, ending with student interaction – self-introduction, full of ritual sense
• Learning report: Real-time feedback on daily learning progress, and the use of leaderboards increases the fun of the game
• Interact with students frequently and use a variety of methods to enrich learning

Convert to regular-priced courses: After 5 days of course experience + the perfect service of the teaching assistants, many students including me have developed a good impression and trust in Kaiyan. At this time, a direct discount of 500 is offered when purchasing a course. The discount seems to be quite large, and the money is manually distributed to the students' accounts by the teaching assistant, giving people a sense of scarcity.

In addition, during the promotion, a scholarship program was also issued. As long as students study every day and meet the learning requirements, they can get cash back, which further increases students' willingness to buy.

3. Xiaobu Online Education

(Focus on providing systematic, scientific, and non-fragmented online early childhood education courses and services for parents of children aged 0-6)

My first experience with the product: Not long after my daughter was born last year, I bought her a Xiaomi Story Machine to train her ears. Since I needed to control it with my phone, I followed its official account and was recommended an advertisement for Xiaobu.

Purchase a trial class: 9.9 yuan = 5-day course + early education box. Although it is more expensive than Zebra AI, I felt it was a great value at the time and bought it without hesitation.

Trial course: It is still the core course + community service. The community service is similar to KaiYan English (please forgive me for not taking screenshots since I bought it last year). In terms of courses, Xiaobu uses one week of the full-priced course as a trial course, allowing parents to experience the service quality of the full-priced course in advance.

Converting to regular-price classes: The same limited-time discount of several hundred yuan is used as a promotional tool, but in terms of form, it is achieved by several parents joining together, which makes people feel that there is a threshold to enjoy the discount.

IV. Summary

In addition to the above-mentioned educational products that I have personally experienced, most of the top educational products on the market currently use this low-cost trial course + community service gameplay to attract new users, which also indirectly reflects that this gameplay has been verified by the market. Its characteristics are as follows:

• In terms of profit model, trial classes are the core courses offered to activate and convert users; full-priced classes are the core source of income (in addition, there are also extension classes, peripherals, membership and other businesses).
• At an ultra-low price, users can experience the core value of the product: courses + services. Whether users experience the core value of the product is the key indicator of user activation.
• In order to make users feel that it is a great value, the trial class prices are mostly 0~10 yuan, and they are basically sold at a loss, so the company's financial capacity also determines the lower limit of the trial class price (for example, Zebra AI can provide free classes and teaching aids for 0 yuan)
• Community services are extremely important. Through refined services, we can help users understand and use the core value of the product to the greatest extent possible, thereby achieving a higher conversion rate of new users.
• After experiencing the product, the user feels good about it. At this time, a limited-time discount promotion is used as a trigger to complete the final conversion of the full-price course.

The above is just some of my superficial analysis. In fact, each link deserves more in-depth exploration and thinking.

Author: Amu

Source: I am Amu