Zebra AI: APP competitive product analysis!

2020 was an extraordinary year. The arrival of the epidemic forced many industries to reshuffle. At the same time, the guideline of "suspending classes but not attending classes" also accelerated the progress of online education entering people's field of vision.

1. Purpose of analysis

Comparing products is one of the best ways to identify the quality of products and is an important basis for product iteration and optimization. Nowadays, online education products are highly homogenized. While leveraging strengths and avoiding weaknesses, we also need to focus on product differentiation. Therefore, this analysis is used to explore the future iteration needs of Zebra AI .

2. Market Analysis

2.1 PEST Analysis

2.1.1 Politics

In January 2017, the "13th Five-Year Plan for National Education Development" encouraged social forces and private capital to enter the Internet field in various ways and promote the development of new "Internet + Education" business models.

In April 2018, the Ministry of Education announced that by 2022, the development goals of "three comprehensives, two highs, and one large" would be basically achieved, and efforts would be made to build a new talent training model under the "Internet +" conditions, develop a new Internet-based education service model, and explore a new education governance model in the information age.

In June 2019, the central government issued the "Opinions on Deepening Education and Teaching Reform and Comprehensively Improving the Quality of Compulsory Education." We will encourage "education + Internet", further weaken the scores, continue to advocate "burden reduction", and at the same time strengthen the relevant review mechanism. Not all "flies and mosquitoes" will be allowed in, and supervision will become the new normal.

In the context of "Internet + Education" receiving widespread attention and encouragement from the government, the country has raised policy thresholds while encouraging private teaching institutions. Companies that do not comply with regulations have gradually withdrawn from the market, and more than 12,000 online tutoring institutions have declared bankruptcy. However, brands with high market share and compliant qualifications have developed more steadily, and the brand head effect has become more obvious.

The epidemic has brought new development opportunities. At the beginning of 2020, when the venture capital market was lacking momentum and the development of various industries was restricted, online education went against the trend and the total financing scale increased by 275% year-on-year, ushering in new development opportunities for the industry.

According to data from iiMedia Research, the epidemic still had a significant impact on online children's English education companies. However, with the improvement of the epidemic and the introduction of many support policies for small and medium-sized enterprises, the overall registration volume of companies began to steadily increase.

Data source: iiMedia Research

2.1.2 Economy

According to statistics from the National Bureau of Statistics, China's per capita disposable income reached 30,733 yuan in 2019, and its GDP reached 99,086.5 billion yuan. With the continuous increase in gross domestic product and per capita disposable income of residents, the funds invested by parents in their children's education will gradually increase.

2.1.3 Society

Due to the influence of economic, policy, cultural and other factors in different regions, there is a serious shortage and uneven distribution of educational resources even in the same provinces and cities.

Taking Beijing as an example, high-quality educational resources are concentrated in Haidian District, Xicheng District and Dongcheng District. In 2019, 70.8% of the students in Haidian District scored above 700 points in the college entrance examination science, 63% scored above 680 points, and 48% scored above 650 points, showing an extreme imbalance in educational resources. Moreover, educational resources often conform to the Matthew effect, resulting in high-quality teachers and students increasingly concentrated in educationally advantaged areas.

2.1.4 Technology

With the continuous advancement of educational informatization 2.0 and the application of technologies such as 5G, cloud computing, big data, and AI in the field of education, education practitioners can accurately portray the individual characteristics of each learner, thereby providing differentiated education supply based on the specific needs of each learner while providing large-scale education. This will solve the contradiction between scale and personalization that has long plagued the education sector and achieve high-quality educational balance and high-level lifelong education.

2.2 Market Status

Data source: iiMedia Research

According to data from iiMedia Research, the scale of China's K12 online education market has been growing at a relatively high rate every year and is expected to exceed 37 million people in 2020.

Among them, the scale of China's online youth English market has reached 26 billion yuan, with a user scale of about 5.8 million and a market penetration rate of 22%. The following are some of the more active enlightenment education apps on the market (in no particular order):

It can be seen from the table that basically all K12 education giants have launched enlightenment education products in the past year. Only a huge incremental market can attract the participation of major platforms, so enlightenment education will definitely be a fierce battlefield in the next few years.

3. Choose your competitors

3.1 Reasons for selection

3.1.1 Zebra AI

Zebra AI is a derivative product of Yuanfudao, a first-tier K12 education company. It is an intelligent education platform that provides multi-disciplinary online education for children aged 2-8. Zebra AI was formerly known as "Zebra English". It was officially launched in November 2017. It was revealed that by October 2019, its monthly revenue had exceeded 100 million yuan, and its annual revenue in 2019 exceeded 1 billion yuan.

In February 2020, Zebra English integrated its "Zebra Chinese" and "Zebra Thinking" businesses and renamed it "Zebra AI". In March when the epidemic broke out, Zebra AI's total revenue exceeded 300 million yuan, and the number of users of full-priced courses reached 500,000. By the end of June, the number of users of full-priced courses had reached 1 million, making it a quasi-unicorn in enlightenment education.

Since the outbreak of the epidemic, Yuanfudao has successfully completed three rounds of financing. The investors are from well-known funds and giant companies such as IDG Capital, Tencent, and Gaoling Capital. The total amount of financing is US$3.2 billion. Yuanfudao's valuation has also reached US$15.5 billion, making it the largest unicorn in the K12 echelon. It will also provide more business support for Zebra AI.

Zebra AI has long been ranked first on the app store's children's list and around 10th on the education list.

3.1.2 Jiliguala

Jiliwulala is affiliated to Chengcheng Network Technology (Shanghai) Co., Ltd. It was launched in 2014 and is one of the earliest products in English enlightenment education. Its products and courses have undergone many years of polishing and sedimentation.

Jiliwulala has currently accumulated 40 million users, covering more than 2,300 cities, counties and towns across the country, which means that one in every six families with children aged 0 to 8 is a Jiliwulala user.

Jiliwulala has long been ranked in the top 3 of the App Store’s children’s list and around 20th on the education list.

3.1.3 GuaGuaLong English

GuaGuaLong English (hereinafter referred to as "GuaGuaLong") is an educational product under ByteDance. In addition to English, it also has two other businesses: thinking and Chinese. It has the huge traffic and financial support of ByteDance, and its overall development speed is very rapid.

GuaGuaLong has been online for a short time, and its recent data lags behind Zebra AI and Jiliwulala.

However, since May this year, GuaGuaLong has been promoting its products through live streaming, variety show sponsorship, subway marketing, animation IP co-branding, etc., and has attracted a large number of users in a short period of time. It is expected to become another dark horse in enlightenment education.

4. Competitive product analysis

4.1 Product Positioning

Zebra AI offers three types of courses: English, thinking, and Chinese. The course setting is richer and can solve user needs on a larger scale and improve children's comprehensive quality. GuaGuaLong completely separates the three business lines of English, thinking and Chinese, and users need to download the corresponding app to take classes.

Here, the author speculates that GuaGuaLong wants to use the product matrix strategy in the early stage of the product to obtain more traffic, and will still integrate like Zebra AI in the later stage. Jiliwulala is currently focusing on the English market. The single-point breakthrough approach has advantages and disadvantages, and it also depends on the long-term product and operational capabilities.

4.2 Profit Model

The profit model of educational products is generally clear, and the three are no exception. The core is to monetize through course sales. Zebra AI mainly offers three types of courses at 49 yuan for trial classes and 2,800 yuan for full-priced classes. Jiliwulala offers 9.9 yuan for trial classes, 368 yuan for Guagua English classes, and paid extension classes. GuaGuaLong offers English trial classes at 19 yuan and 2,680 yuan for full-priced classes.

In addition, the three companies will also sell some peripheral physical items, such as teaching aids, dolls, etc., on internal shopping malls and external e-commerce platforms.

4.3 User Profile

The search index may deviate from the actual effect due to the influence of channels and promotion strategies, and is only used for simple user portrait analysis.

4.3.1 Gender

Data source: Baidu Index

It can be seen from the above figure that the proportion of women is higher than that of men. It can be seen from this that in most families, mothers play more tutoring roles than fathers, and mothers pay more attention to their children's English learning than fathers.

4.3.2 Age

Data source: Baidu Index

In terms of age distribution, users of the three products are concentrated in the 20-39 age range, which means the majority of current parents are those born in the 1980s and 1990s.

Compared with those born in the 1960s and 1970s, they have a higher level of education and pay more attention to their children's education. However, these parents generally lack parenting experience, so they are willing to invest more in education.

4.3.3 Region

Data source: Baidu Index

Judging from the regional distribution in the past six months, the number of users in coastal first-tier and new first-tier cities accounts for a relatively high proportion. Their parents pay more attention to their children's education and pay attention to it earlier. It can also be seen that people in economically developed areas have a stronger ability to accept new and physical things.

In addition, due to the population base issue, there are also many users in some populous provinces and provinces with a large number of college entrance examination candidates, such as Guangdong and Shandong. Therefore, in the early stage of launching new services or activities, users in these areas can be given priority for testing and analysis, and then fully launched after continuous iteration and optimization.

4.3.4 User needs (pain points)

Parents:

• I have little time to accompany my children and my tutoring is not professional.
• Offline institutions are expensive and it is troublesome to pick them up and drop them off.
• High-quality teachers are hard to find and expensive

For children:

• Offline institutions have long classes and high pressure
• Prefer a learning method that is interesting and interactive
• The learning process can continuously gain a sense of accomplishment

4.4 Business Model

The business models of the three are basically the same. They take community operation as their core business, convert users into private domain traffic, and improve user retention and activity through teaching assistants' question-and-answer guidance, interaction, and welfare, ultimately achieving conversion between full-priced courses and renewal registrations.

4.5 Curriculum System

4.5.1 Zebra AI

Zebra AI has three courses: English, thinking, and Chinese. The thinking course mainly focuses on learning some mathematical knowledge that can be applied to life. It consists of video interaction + in-class tests + life applications + voice Q&A + learning reports + AI interactive calls. By making mathematical problems more concrete, the output expression of knowledge points is more transparent. In terms of interactivity, the thinking course is also the best of the three courses.

The Chinese language class mainly improves children's abilities in literacy, pinyin, reading, literary knowledge and writing through fairy tales, biographies, poems and other content. The course consists of Chinese character stories + learning Chinese characters + reading ancient poems + in-class tests + learning reports + AI interactive calls.

Zebra AI English courses use self-developed teaching materials, which are written according to foreign teaching materials and examination standards, ensuring the authority and effectiveness of the teaching materials. The BANMAS teaching method is adopted in teaching to comprehensively strengthen children's English ability.

The courses are mainly divided into three levels, S1-S5. The higher the level, the more difficult the course will be and the focus will be different.

Zebra AI English courses use self-developed teaching materials, which are written according to foreign teaching materials and examination standards, ensuring the authority and effectiveness of the teaching materials. The course is divided into five levels, S1-S5. The higher the level, the more difficult the course will be and the focus will be different.

• S1 (2-4 years old): suitable for children with no basic knowledge of English. It helps children develop their familiarity with English through nursery rhymes and picture books.
• S2 (4-6 years old): suitable for children who have no systematic learning experience, focusing on improving children's cognition of letters and words, and cultivating listening, speaking and reading habits;
• S3 (after 6 years old): suitable for children with a certain foundation, strengthening vocabulary, sentences, and oral language, and comprehensively improving listening, speaking, reading, spelling, etc.
• S4-S5 (after completing S3): Suitable for children with a good foundation. Children must complete S3 before they can register. The goal is to improve oral skills and reading comprehension skills in various scenarios.

Each course consists of a foreign teacher video + word recognition + picture book story + oral practice + word spelling + Zebra call (foreign teacher recorded interaction), with a total duration of 15 minutes. The course content is family + campus life scenes. Classes are held five days a week, with AI interactive classes from Monday to Wednesday, review classes on Thursday, and TV live classes (review) on Friday.

Zebra AI's content setting and rhythm control are excellent, and the courses are highly systematic. Its characteristic is that the content has been de-gamified, which prevents children from becoming obsessed with games. The learning atmosphere is more intense and it is easy to develop correct learning habits.

4.5.2 Jiliguala

Jiliwulala has extremely diverse product content design. For children aged 0-8, it divides courses into three types, namely early education classes, budding classes and Guagua English classes.

Early childhood education class (pregnant women, parents of children aged 0-1): Through nursery rhymes and videos, parents are taught how to raise children in English, such as how to comfort, how to interact, etc. This course is also free.

Bud class (children aged 1-2 years and parents): Each day's course consists of a parent class and four animation videos. It mainly teaches parents to sing, and then parents lead their children to move along with the songs.

GuaGua English classes are for L0-L6 (children over 2 years old). Each class consists of an animation class + listening practice + in-class test. Interactive elements are beginning to be added to the course, which also increases the output of knowledge. The course is also sold in bundles with morning nursery rhymes. Classes are held five days a week, with AI interactive classes from Monday to Wednesday, test practice classes on Thursday, and review classes on Friday. Each class lasts about 10 minutes.

Overall, Jiliwulala’s courses are clearly graded and the output of knowledge points is targeted. Incorporating parent elements into the early courses can bring a more English learning atmosphere to the family and also provide correct guidance to the children.

In the later courses, children mainly learn vocabulary through games, which makes them more interested in learning.

4.5.3 GuaGuaLong

Although GuaGuaLong has only been launched for a short time, the overall course content is still relatively complete. GuaGuaLong courses are divided into three levels, K0-K2, which are the enlightenment stage, basic stage and upgrade stage respectively.

• K0 (2-4 years old): Suitable for children with no basic knowledge, focusing on building English language sense and familiarity, mastering the 26 letters and simple vocabulary.
• K1 (4-6 years old): Improve interest in learning English, cultivate the habit of speaking and reading pictures and texts, and begin to practice the ability to listen, speak, read and write simple vocabulary.
• K2 (6-8 years old): Add more vocabulary related to social and natural scenarios to improve comprehensive English proficiency and enable children to integrate English into their lives.

The course composition of GuaGuaLong is basically similar to that of Zebra AI, and the duration is also about 15 minutes. The difference lies in the final Game module and the Zebra Call module of Zebra AI. Game is some simple card flipping games, which are mainly used to test and consolidate the knowledge learned. There are classes six days a week, with main courses from Monday to Wednesday, review courses on Thursday, extension courses on Friday, and fun competitions on Saturday.

Similarities:

• AI empowerment: Using AI to reduce the labor costs of teachers and make courses standardized and replicable on a large scale;
• Graded courses: Children of different ages and foundations are divided into different learning levels to improve the matching degree between the course and the children;
• Learning closed loop: fragmented learning and review before, during and after class;
• Service matrix: Focus on service, with standard WeChat group learning SOP process, which helps to improve user favorability, user participation and repurchase rate;
• IP-based: The learning content is mainly based on the student’s own animated image.

Differences:

• Zebra AI and GuaGuaLong focus on systematic learning and have a low degree of gamification, while Jiliwawa courses are highly gamified, and the course content is more interesting and interactive;
• Zebra AI English courses can be combined with thinking and language learning, which is more effective for children's comprehensive improvement;
• Jiliwulala’s course grading is more granular, covers a wider range, and incorporates parent elements into the course.

4.5.4 Summary

Currently, the courses of the three are still in the weak AI stage. In terms of human-computer interaction, interactive functions such as voice question and answer and answer selection have been added to some course nodes, but real scenarios have not been integrated into the courses.

Therefore, in addition to basic courses, better services and functions are needed to enhance the user experience.

4.6 Product Functional Architecture

4.6.1 Zebra AI

The first-level tags of Zebra AI are composed of four parts: [Courses], [My Courses], [Expansion], and [My].

• The [Courses] tab is the user’s first landing page, where they can intuitively view courses and recent activities. Users can learn about the courses through [How to take the course] and [Purchase consultation], and customer service is also available to provide online answers;
• [Expansion] Zebra AI reviews and extends the classroom content through graded reading, natural spelling and holiday picture books, and expands children's cognition and improves their love for English through the two columns of "Zebra Sees the World" and "Zebra 3D Children's Songs". In addition, Zebra AI also has two practical application functions, oral arithmetic and reciting ancient poems, which can allow children to conduct targeted training after class to improve their arithmetic sensitivity and poetry memory ability. However, these two functions are relatively simple and less interesting overall, so you can try other diversified expansion functions.
• [My Courses] is the currently purchased course, where you can take the course and then check the learning status of the course you have learned and the schedule for the next class;
• The functions in [My] are mainly to assist and motivate users to learn, such as [Zebra Mall] and [Recommendation Gifts]. The other functions are not particularly outstanding in design and are used relatively infrequently. Overall, the content under this tag is somewhat redundant. It can be categorized and integrated to highlight high-frequency, high-value functions and hide less frequently used functions.

4.6.2 Jiliguala

Jiliwulala adopts horizontal screen operation mode, which mainly consists of five parts: [Homepage], [Extracurricular Extension], [Course Introduction], [Parent Center] and [Check-in Rewards].

• The [Home] tab is different from that of Zebra AI and GuaGuaLong. It displays the current course and is the page for taking classes. It is also the homepage linking all other pages.
• There are a total of 11 functions and courses in [Extracurricular Extension], two of which require payment. One is the animation [album series course], which combines Disney characters in the content, such as the Disney Princess series, the Disney Brave series, etc.; the other is a fun extension course, the content revolves around fairy tales, such as Little Red Riding Hood, The Three Little Pigs, etc. Both are conducted through storybooks and real-person interactions, and are excellent in terms of interactivity and fun. In addition, the two functions of [Daily Spoken Language] and [Spoken Language Practice Room] are also differentiated functions of Jiliwulala. Children can express their own short sentences through daily spoken language, and at the same time they can view the voices of other children for interaction; in the spoken language practice room, they can interact with AI characters through question and answer. Overall, the content of this function is relatively small, and content repetition appears after a few rounds of interaction. The rest are some relatively common functions, such as morning nursery rhymes, words, animations, etc.;
• The [Course Introduction] introduces the content of each lesson at each level, such as the core vocabulary and vocabulary types of each lesson;
• To enter the Parent Center, you need to pass a rotating verification code. After entering, you will see some common functions. It integrates functional modules with the same attributes, which is simple and intuitive overall.
• [Check-in Rewards] is a sign-in system. Users can get teaching aids rewards if they can check in and study within the specified time.

4.6.3 GuaGuaLong

The overall product architecture of GuaGuaLong is similar to that of Zebra AI, with the first-level labels consisting of four parts: [Home], [Courses], [Expansion], and [My].

• [Homepage] is used for users to purchase courses and related consultations. The banner displays the latest activities and reminds users to contact the class teacher on WeChat.
• The [Course] section is used for taking classes and checking learning progress. The difference is that it adds a [Voice Wall] function in each class, which allows users to view and listen to other children's voices in the course. This is equivalent to adding a certain social attribute, which can motivate children with poor oral skills to learn;
• [Expansion] Some of the content is relatively simple, with only picture book stories and children's song FM. Picture book stories are classified according to age, and children's song FM has themes such as Halloween and daily greetings. Generally speaking, they are not very attractive to children. Some animation videos for learning can be added appropriately.
• There are several well-designed features under the [My] tab, such as the [My Badge] feature, where users can get badges after completing their learning goals; [Voice Comment Record], where users can view the teaching assistant's comments on the child's oral ability; and [Course Weekly Report], where users can view the child's learning situation. The design of the weekly report is more detailed and personalized than that of Zebra AI. The remaining functions are mostly homogeneous, and the information architecture is also somewhat redundant.

4.6.4 Summary

From the perspective of information architecture, the settings of Zebra AI and GuaGuaLong are easier for users to view and use. The label settings of Jiliwulala are rather complicated and cumbersome for users to use, but its feature is that when users click on a label, there will be voice guidance and introduction to let users understand the function of the page.

From the perspective of product functions, except for the difference in extension courses, the other three functions are less differentiated. The difference lies in the different design styles and levels of sophistication of the same function. The designs of Zebra AI and Jiliwulala are relatively simple, while that of GuaGuaLong is richer in color and content.

5. Operational strategy analysis

No matter how good a product is, it will not last long without operations. No matter how good a user is, they will not be able to continue using the product without operations. Here we analyze the operation strategies of the three through a common user growth and user stratification model - the AARRR model.

The AARRR model corresponds to the complete life cycle of a user from coming to a product to becoming a loyal user of the product and self-propagation, that is, the five links of user acquisition (Activation), user activation (Activation), user retention (Retention), user conversion (Revenue) and self-propagation (Refral).

5.1 User Acquisition (Activation)

User acquisition is the first stage in achieving growth, and here we use Eric Ries’ three growth engines to analyze it.

5.1.1 Paid Growth Engine

The paid growth engine refers to reinvesting the revenue obtained from users into acquiring new users, that is, acquiring users through external channels through payment methods. The core is ROI>CAC.

Information flow accounts for the largest proportion of all delivery channels. Taking Douyin as an example, the online education advertising expenses consumed during this year's epidemic alone reached more than 50 billion. Since there is no internal data of the three, we will not elaborate here.

Taking the Baidu Index in the past year as an example, in SEM, Zebra AI has been rising rapidly since it officially integrated its business line in February. It took only two months to reach the same level as Jiliwulala. Subsequently, there have been several higher peaks. Jiliwulala's search index has also decreased due to the popularity of Zebra AI, while GuaGuaLong has been growing at a relatively stable rate.

Judging from the number of keywords in the past six months, Zebra AI is also in a leading position.

Data source: Baidu Index

As one of the most stable and cost-effective channels for acquiring customers, Zebra AI has basically maintained the No. 1 position in the children's list for half a year, and even surpassed its own Xiaoyuan Search and Yuanfudao on the education list and ranked No. 10; Jiliwulala is relatively behind Zebra AI in ranking, but it still ranks No. 5 on the children's list and is highly competitive with Zebra AI, and is also in an upper-middle position on the education list.

GuaGuaLong fell behind in this regard. It was not on the children's list and was only ranked 43rd on the education list. Judging from the keywords in App Store, Jiliwulala has the widest coverage, but is slightly lower than Zebra AI in some core words, and GuaGuaLong still has a large gap.

Data source: Qimai Data

In terms of KOL, both Zebra AI and GuaGuaLong invited Luo Yonghao, the top anchor of Douyin, to promote their products. Zebra AI's total sales volume was 10,800, with sales of 526,800 yuan; GuaGuaLong's 5,000 courses were sold out within 10 seconds, with sales of 95,000 yuan. GuaGuaLong's initial seed users were also converted from this live broadcast.

Overall, taking advantage of the short, frequent and fast sales by well-known anchors can gain huge traffic exposure and conversions, but at the same time it also requires paying huge "slot fees".

In addition, Zebra AI and GuaGuaLong have also done a lot of advertising and marketing in subway stations, choosing subway transfer stations that are close to the city center office area and have large traffic flow, which can attract many white-collar office workers born in the 1980s and 1990s. Their characteristics are that they spend less time with their children, have high average wages, and are highly receptive to online education. They are standard target users.

Both companies also use program sponsorship to increase brand exposure and visibility, and to generate long-term traffic to the platform.

5.1.2 Sticky Growth Engine

The sticky growth engine mainly acquires customers through the operation of its own channels, and achieves growth and conversion of existing users with high-quality content and benefits.

5.1.2.1 Internal diversion

The best way to acquire customers through your own channels is internal traffic diversion, which can not only greatly reduce the cost of acquiring customers, but also accurately acquire more mid- and high-value users.

Relying on the brand endorsement of Yuanfudao, Zebra AI can receive support from business lines such as Xiaoyuan Search Question, Yuanfudao, and Xiaoyuan Kousuan at the same time. In particular, tool-type products with high activity such as Xiaoyuan Search Question will also have a large amount of traffic, making it a high-quality channel for early cold start and later growth.

GuaGuaLong mainly relies on the two business lines of "GuaGuaLong Thinking" and "GuaGuaLong Chinese" to divert traffic. However, as the core product of ByteDance's Education, GuaGuaLong can theoretically also divert traffic through business lines such as gogokid and Tsinghua and Peking University Online School, but its user matching degree will be lower.

Jiliwulala has a relatively single business line and lacks backing, so there is basically no way to divert traffic.

5.1.2.2 Official Account

WeChat official accounts are a major battlefield for online education. Both Zebra AI and GuaGuaLong have set up a large number of matrix accounts here. Zebra AI has 39 official accounts, GuaGuaLong has 29 (including thinking and Chinese language lines), and Jiliwwala has only 6.

Judging from the name and content, Zebra AI and GuaGuaLong are basically building an early childhood education ecosystem, outputting high-quality content and welfare activities to private domain traffic users through the public account matrix, thereby achieving the effect of sticky customer acquisition.

Of course, there are also many accounts that have stopped updating, and it is not ruled out that they are maintained by someone else.

5.1.2.3 New Media

In terms of new media, the three have a wide range of coverage and have been deployed in multiple fields and platforms.

Take Douyin as an example: Zebra AI mainly has two accounts, "Zebra AI" and "Zebra Thinking", with 109.2W and 864W fans respectively, which is much higher than Jiliwulala and GuaGuaLong.

From the perspective of account functions, Zebra AI has opened a Douyin store, where users can directly realize purchase conversions on Douyin, while Jiliwulala and GuaGuaLong still need to download the app to make purchases.

Judging from the short video content, Zebra AI has the richest form among the three, with content such as foreign teacher English expansion, Chinese teacher ancient poetry and children's song animations, and a course purchase link is also added below the video; Jiliwulala's content focuses more on children's teaching, teaching through animated nursery rhymes and other methods; GuaGuaLong's short videos are situational dramas combining Chinese and foreign teachers. The overall copywriting, music, and editing are excellent, but the content is not suitable for children and is more targeted at parents.

5.1.2.4 E-commerce

In terms of e-commerce, all three have opened flagship stores on platforms such as Tmall, JD.com, and Pinduoduo, mainly selling courses and peripheral products.

On the one hand, opening e-commerce channels can gain greater exposure and increase user access channels; on the other hand, it can also enable close participation in various promotional activities of the platform and increase GMV, such as the June 18th and Double Eleven events.

Taking this year's Tmall Double Eleven as an example, according to the information released by Taobao Education, Zebra AI's transaction volume exceeded 10 million on the first day of the Double Eleven event this year, ranking first in the primary and secondary school training list and fourth in the overall education list, surpassing Zuoyebang and its own Yuanfudao.

Although Jiliwulala and GuaGuaLong lag behind Zebra AI in ranking, it is still very impressive that they can stand out among many enlightenment education apps.

5.1.3 Fission Growth Engine

The fission growth engine is a growth model that drives users to spread the product through word of mouth and rewards. Depending on the reward form and operation process, it can be divided into group buying fission, distribution fission, referral fission, assistance fission, community fission and other gameplays.

Although there are many ways to play, the core is to develop and optimize around the following fission model:

Core elements:

• Custs (0): The number of seed users. Seed users can be selected through activity thresholds and targeted delivery. The more seed users there are, the fewer levels are needed to spread the same information to the same people, and the more stable the customer acquisition quality is;
• K fission coefficient: the average number of new users brought by each person (quantity), which is affected by many factors such as products, copywriting, rewards, etc., and is the most critical factor in fission. If the K value is greater than 1, it indicates positive exponential propagation, and if it is less than 1, it indicates user churn.
• ct fission cycle: the average time (speed) it takes for each person to bring in new users. According to statistics, activities with ct>6 hours are basically ineffective, and an increase in ct will also lead to a decrease in K value.

Due to space and structure issues, we will only briefly introduce fission growth here, and the specific fission methods of the three will be discussed in detail in the self-propagation section.

Summary: Zebra AI and GuaGuaLong both rely heavily on investment to acquire customers, mainly targeting users of public domain traffic. At the same time, they have established a large number of customer acquisition channels in the entire Internet ecosystem. Jiliwulala spends very little on investment, and focuses more on exploring private domain traffic.

5.2 User Activation

We usually use whether the core value of the product is experienced as the key indicator of user activation. For enlightenment education apps, taking classes is the process of experiencing the core value. Here, from the perspective of users who purchase courses within the app, the activation paths of the three are analyzed.

5.2.1 Zebra AI

After opening Zebra AI, the first thing you enter is the login and registration process. The one-click login method is the login method with the best user experience.

After registration, you need to fill in your child’s personal information, including avatar, gender, nickname and birthday. The avatar is also set as a required option. This step is relatively cumbersome for new users and will increase the user churn rate at this point to a certain extent. It is recommended to change the required field of avatar to optional field, and then guide users to complete it through subsequent task rewards.

After filling in the information, you will be directly redirected to the group buying activity page. By inviting 4 friends to participate in the group buying, you can get Chinese poetry card rewards. Zebra AI uses group buying activities as the landing page of its APP, bundling users and the platform in the form of benefits, which improves users' initial stickiness and favorability, while also gaining new traffic through group buying.

After the activity, you will return to the Zebra AI homepage, where [How to take classes] and [Course Purchase Consultation] are set up to help users understand course content, class mode and other information. It also provides online customer service to answer parents' questions.

From the homepage to the specific course, Zebra AI has set up a verification code, and you need to enter the corresponding numbers based on the capital Chinese numbers.

This verification is mainly used to identify whether the user is a parent or a child, which can prevent children from making independent purchases, but the security of the verification code is often inversely proportional to the user experience.

The verification code here is strong enough to identify users and reduces the possibility of children purchasing by mistake, but it is very disturbing to real users.

Here we suggest that Zebra AI optimize the pop-up rules of the verification code or modify the verification form to a state that is more balanced between security and user experience. If necessary, you can also choose to delete the verification code and confirm the course indirectly via SMS or phone call.

Entering the course interface, users can see the daily course content and class schedule, and the introduction is relatively detailed. Since the course itself is free, the user's decision-making cost is extremely low, so users will generally choose to purchase it, and the target users who are lost at this point must be a small number.

What follows is the normal process of transitioning from the public domain to the private domain. After adding the teaching assistant’s WeChat and completing personal information, you can enter the community. After a period of inactivity, the community will organize an opening ceremony and then formally begin classes.

5.2.2 Jiliguala

After logging into Jiliwulala, you need to fill in two pieces of information first, namely the child’s date of birth and English proficiency.

After making your selection, you can log in with one click, and then a simple learning report will be output, recommending the appropriate course level to the user, and then a voice will guide the user to start the free course trial directly.

Overall, the activation path of Jiliwulala is very smooth and brief. A few simple steps tell users what you need and what I can give you, allowing users to experience the core courses in the fastest way, and the user experience is excellent.

This activation method avoids the problem of a long waiting period for the start of a course after purchasing it. The disadvantage is that due to the lack of teaching assistants and community services, it is difficult to achieve a closed loop in the user's usage process, and the possibility of loss in the later stage will also increase.

GuaGuaLong user path:

GuaGuaLong is fundamentally different from Zebra AI and Jiliwulala in terms of key activation points. The prerequisite for activating GuaGuaLong users is to first purchase a 19-yuan trial class. In comparison, the activation cost of GuaGuaLong users is higher, so there are more points to consider in the path.

The use of GuaGuaLong is somewhat similar to the visitor mode. After entering the APP, the user does not log in first, but goes directly to the homepage. At this time, the user can get a basic understanding of GuaGuaLong by browsing the [Course Introduction] and [How to Take Classes].

Entering the course interface, since the course itself is not free, users will pay more attention to the introduction of this interface. The actual setting of the GuaGuaLong course interface is better than that of Zebra AI. In addition to the graphic and text introduction, the interface also includes a video introduction, allowing users to understand the course information more intuitively.

In addition, a manual telephone service has been added to the left side of [Buy Now]. The working hours are 9:00-22:00, which basically meets the user's real-time question and answer needs.

After clicking to purchase, the user needs to log in, register and fill in personal information. The login is one-click login, and the only information to be filled in is nickname and birthday, which provides a good user experience.

However, from a business perspective, the more user information is collected, the more conducive it is to subsequent marketing conversion and services. Therefore, after the user adds the assistant teacher WeChat, the assistant teacher confirms the user information, which also avoids the problem of insufficient information.

Summary: Zebra AI focuses more on using 0 yuan classes and group buying benefits to attract users to activation, which can enhance new users' favorability and stickiness to the platform, but due to too many forced interference factors, the possibility of loss will also increase.

Jiliwala's activation is the fastest and most convenient, the whole process is guided in place, and the user experience is good. Guagualong has high user path freedom and a good user experience, but because it combines activation and conversion into one, more convincing reasons are needed to let users choose to purchase.

5.3 User Retention

Retention and activation are actually two complementary links. A good activation method can promote users' short-term retention indicators such as next-day retention and 7-day retention. However, users' long-term retention indicators must not be maintained, so a series of high-quality services and functions are needed to improve user stickiness and achieve an ideal DAU.

5.3.1 Community Operation

Service is a refined community service. Through the full-link tracking and learning of the teaching assistant before, during and after class, it provides guidance, supervision, knowledge sharing, welfare distribution and other services in the user's life cycle. It uses the role of the teaching assistant to connect users with the product, helping users to understand and use the core value of the product to the maximum extent, thereby improving the long-term retention rate of new and old users.

Users usually enter the community through teaching assistants after purchasing classes. Generally, there will be a window period of several days or weeks after entering the community. At this stage, some users will inevitably be lost.

Therefore, the three teaching assistants will keep private messages with parents, and guide them to modify notes, understand group rules, download APPs and notify the opening ceremony time in the community. The three are basically the same.

Taking the opening ceremony as an example, Zebra AI mainly includes self-introduction (recording) of the teaching assistant + child self-introduction + course introduction + welfare activities + course preview. The teaching assistant responds and encourages every child who introduces himself.

Guagualong is composed of self-introduction (video) + Guagualong introduction (video) + Q&A + learning arrangement + welfare activities + children's self-introduction. Compared with Zebra AI, Guagualong optimizes the self-introduction of the teaching assistant into a video version, and adds an introduction video of Guagualong, which has richer content settings, and the interaction between the teaching assistant, parents and children is also very frequent.

Jiliwala is relatively stiff in this regard, lacking the process of teaching assistants introducing themselves and commenting on children. It took a lot of time to introduce the products and courses themselves.

The first three of the formal classes are basically the same, and they are all supervised in the form of "class reminder + content preview". During the class, some learning skills, experience sharing, knowledge cards and other content will be shared to create and maintain a good English learning atmosphere; after the class, children will be advised to correct and comment on the learning situation, review the learning content of the day, and make a preview of tomorrow's courses. In addition, they will conduct Q&A, sharing sessions, live broadcasts and other interactions from time to time.

5.3.2 Product Features

5.3.2.1 Mall

The functions opened by Zebra AI and Guagualong are also the most popular features among users. By completing tasks such as course learning, check-in sharing, etc., you can get a virtual currency reward, and then you can exchange it for physical goods or deduct it to purchase.

The mall not only increases the platform's monetization channel, but more importantly, it can improve user stickiness, guide users to continue learning through rewards, and then gradually cultivate users' learning habits.

From the perspective of reward types, both are mainly high-frequency daily necessities such as calendars, thermal insulation and learning teaching aids. By implanting animation IPs into products, users' brand concepts are strengthened and offline physical objects are used to influence online retention.

Judging from the reward redemption method, Zebra AI's gold coins can be used for full redemption and deduction purchase, while Guagualong is only allowed to redemption and does not support deduction. The deduction method can greatly increase users' expectations for some large-scale products and reduce users' decision-making and action costs to complete tasks, but the disadvantage is that it will reduce the value of gold coins and directly purchase without doing tasks.

Therefore, Zebra AI and Jiligua can set a certain amount of deduction amount for some large-scale products, thereby maximizing LTV in the mall scenario.

5.3.2.2 Medal

The unique function of Guagualong is equivalent to the achievement reward. Users can obtain medals with titles after completing a certain amount of learning and accumulation, such as a total of 480 openings and a total of 50 words. Children often desire a sense of accomplishment and honor. By setting specific goals for children, children can form self-motivation and learn spontaneously.

5.3.2.3 Check-in and receive gifts

Jiliguala's unique check-in system allows you to successfully complete one course study every day. You can get free physical rewards after completing the check-in within the specified time.

The settings here of Jiligua La are different from the other two. In the past, after purchasing the experience class, they would directly give teaching aids to users, while Jiligua La sets teaching aids as rewards for completing clocking in, motivating users to learn through product functions, and reducing the cost of services in a changing direction.

5.3.3 Recall

Recall is a method of increasing retention by retention of users and reducing user churn. There are two main forms of recall: one is text messages, pushes, and public account notifications based on rules and strategies, such as welfare recalls, event recalls, class/absence reminders, etc.; the other is recalls based on telephone and WeChat private chats based on teaching assistant services.

Take the recall of the teaching assistant as an example: After deliberately missing a trial class, Zebra AI and Jiliguala only asked through a private chat on WeChat, while Guagualong first asked through WeChat, and then guided and supervised through telephone communication. Overall, Guagualong's recall effect will be better, but the cost will be greater.

Summary: The retention process of the three is mainly achieved through the "recruitment of service + reward-driven". From the service level, the community sop of Zebra AI and Guagualong is more granular and has a higher degree of personalization. Jiliguala is too mechanized and standardized.

From the perspective of product functions, Zebra AI has fewer functions for retention, and the entire process relies more on community services. Jiliguala and Guagualong have improved the functional retention system through check-in and medal functions, guiding users to self-motivate and improve retention.

5.4 User conversion (Revenue)

User conversion is the real value of the platform output. For enlightenment education products, the core is to monetize commercially through sales of courses. The main conversion products of the three are as follows:

5.4.1 Zebra AI

• 0 yuan experience class, with a 5-day experience cycle, used to activate users and recall users;
• The experience course is 48 yuan, the experience cycle is 1 month, the core courses are placed, and the course combination is also launched for 78 yuan and 89 yuan experience courses;
• 2,800 yuan regular course, 1 year cycle, core source of income.

5.4.2 Jilibu

• 9.9 yuan experience class, experience cycle of 5 days, core courses are offered;
• Guagua American Language Class L0-L6, purchase a level of 368 yuan separately, the core source of income;
• The special expansion course ranges from 100 to 400 yuan, and is a secondary source of income, used to promote vitality and retention.

5.4.3 Guagua Dragon

• 19 yuan experience class, with a 2-week experience cycle, used for user activation and conversion, and core course delivery;
• 2,680 yuan regular course, 1 year cycle, core source of income.

The conversion process covers the entire user life cycle. In the early stage of new recruitment and activation, the conversion experience classes are mainly mainly used, and in the retention stage, the conversion and repurchase of regular-price classes are mainly used.

Experience classes are mainly used for the transition to conversion of regular courses. Good experience classes can increase users' expectations for regular courses and reduce users' decision-making costs for purchasing regular courses, which is a necessary basis for the conversion of regular courses.

From a macro perspective, the three are mainly the following three transformation links:

1) New users transfer to experience course

Experimental courses are the first transformation goal of the three and are also the courses that are most widely used, so this link is generally in the new stage.

Through advertising, users can develop understanding and awareness of brands and courses, and use preferential subsidies as bait to attract users to convert. Taking Douyin information flow as an example, the conversion effect is mainly affected by delivery costs, delivery strategies, advertising videos and H5 advertising pages.

Judging from the investment costs, although there is no specific internal data, judging from the financing situation and growth data of the three, Zebra AI should be the one with the largest expenditure and most sufficient funds among the three. Secondly, Guagualong, which has the support of ByteDance Education, and then Jiligua.

The delivery strategy directly affects the accuracy and conversion efficiency of advertising. The delivery personnel need to have a high understanding and control of the industry, competitors, channels, user psychology and characteristics, so I will not go into details here.

The purpose of advertising videos is to stimulate user interest and stimulate user pain points so that users can enter the class purchase interface.

Zebra AI mainly introduces courses through conversations close to user life scenarios such as buying groceries, delivering express delivery, classrooms, roadside stalls, etc., and uses users' herds and loss aversion to stimulate purchasing motivation. The videos of Jiliguala and Guagualong are relatively lacking in scenes and atmospheres, and are more of a single introduction to the course through animation or teachers.

After sliding left, you will enter the H5 advertising page. Zebra AI and Guagualong use e-commerce shopping templates in the page style, which has a better shopping atmosphere and a smoother browsing.

The page has an [User Review] column inserted to convince new users and generate trust through the usage experience of old users. Compared with its own course introduction, user reviews can arouse emotional resonance between users, thereby increasing the chance of placing an order. The static graphic form of Jiliwala's page lacks a lot of interaction compared to the fact that it mainly focuses on course introduction.

The three page themes are mainly introduced benefits. Zebra AI focuses on "buying classes and delivering teaching aids", users buy one class separately for 49 yuan, and buy two classes for 89 yuan, and they also get 10 Chinese classes and 3-class teaching aids; Jiliguala focuses on "cashback after learning", users can get full cashback after completing one week of courses within the specified time; Guagualong focuses on "buying classes and delivering teaching aids" and buying English classes and giving teaching aids.

In terms of purchasing methods, Zebra AI and Guagualong both adopt the group buying method. The page adds scrolling reminders for joining the group, countdown for joining the group, and "XX people already participate in joining the group buying", which arouses herd mentality through the herd effect, thereby stimulating users' purchasing behavior.

The immediate purchase method adopted by Jiliguala is more difficult to arouse users' desire to buy than buying a group.

The three course introduction settings are as follows:

• Zebra AI: Course features - teaching methods - course benefits - brand endorsement - doubt questions and answers;
• Jiligua: Course benefits - teaching methods - curriculum system - doubt questions and answers;
• Guagualong: Course benefits - brand endorsement - faculty strength - teaching methods - course arrangement - doubts and questions.

Judging from the proportion of the introduction, the core of the three is to introduce course benefits, using course benefits to drive users to place orders.

Among them, the introduction of Zebra AI and Jiliguala is relatively broad, allowing users to understand the basic class mode and course content, while the introduction of Guagualong is more granular, and it is the only one that introduces the strength of the faculty and course arrangements.

2) Experience class to regular price class

The conversion of regular courses directly affects the core interests of the platform. Compared with experiential courses, the conversion of regular courses is more complex and cannot be achieved simply through promotion and subsidies. Therefore, here we analyze it through the behavioral model B=MAT of Dr. BJFogg of Stanford University.

The model points out that every time a user makes a behavior (behavior), he needs to have the motivation to perform this behavior and the ability to operate this behavior (Ability), and then use a specific trigger (Trigger) to induce the user to generate behavior.

Motivation (M): Motivation is the most direct reason why users act when expecting a certain return. The so-called expectation mapped to this scenario is the expected value of the regular course after the experience class, and how much improvement can the regular course bring to children. Therefore, a good experience of the experience class is the key to the establishment of the motivation.

From the perspective of parents, good experiential classes are caring and responsible services, effective courses and affordable prices. From the perspective of children, they are interesting courses and relaxed processes, which are mapped to the community auxiliary services of the teaching assistant, the scientific and systematic course system, the intensity of subsidies and discounts, and the interactive fun of the course content.

Ability (A): refers to the ability that users need to complete their desired actions, which is mainly affected by the course price in this scenario. The highest price is 2,800 yuan/year for Zebra AI, followed by 2,680 yuan/year for Guagualong, and finally 368 yuan/level for Jiliguala.

From the user's perspective, the lower the price, the lower the requirement for capability, the smaller the price it needs to pay.

Among them, Jiligua has greatly reduced the user's single overhead through hierarchical purchases, and can adapt to more users with limited capabilities. From the perspective of the platform, if users lack the ability to move, they should provide more support to users, so an extremely important promotional link in conversion has been created.

The teaching assistants of the three will carry out promotional activities within the community, such as limited promotions, limited-time promotions, etc., which will reduce the price of regular courses from dozens to hundreds of yuan, and indirectly improve the user's behavioral ability.

Trigger (T): Induces users to take action. Good triggers can reduce the negative impact of motivation and ability, so it is also the most critical step in the model.

There are two main forms of triggers. One is external trigger, such as advertising trigger, friend sharing trigger, KOL recommendation trigger, etc.; the other is internal trigger, and the user's core pain points are aroused again, such as offline classes are more expensive, and the pick-up and drop-offs are troublesome, etc.

In actual process, the two triggers are often within an uncontrollable range, so the teaching assistant needs to personalize the guidance of the user to guide the user to more suitable triggers rather than standard sop.

Because of this, this process requires the assistant to have sufficient understanding and awareness of users and marketing, which also leads to mixed conversion rates among different assistants.

3) Repurchase

Repurchase is the renewal. At this point, users have already had a deep experience and awareness of the product. It is difficult to improve the user repurchase rate through a single-point operation strategy. Therefore, it is necessary to continuously improve and optimize the product value experienced in the user's life cycle, so that users can develop a high degree of stickiness to the product.

The cycle of regular courses is relatively long, so in terms of service, we need to establish a high degree of trust between the teaching assistant and the user through long-term companionship and guidance of the teaching assistant, and guide users to complete repurchase with emotion as the main and rational as the auxiliary marketing method.

In terms of content, improve the knowledge system of the course, improve the continuity and extension of each lesson, and meet users' long-term learning needs while constantly creating surprises for users.

In the face of high-value users, the key to promotional activities is to create differentiatedly.

For example, Zebra AI and Jiligua La both launched a sharing and prize-winning activity for users of regular courses, and you can get rewards by sharing posters. Compared with ordinary users, such high-value users need to obtain more permissions, more benefits and a more closed service system, so that users can get a better experience through this method of treating value discrimination.

5.4.4 Summary

Zebra AI and Jiliguala use hierarchical conversion methods to make the user's conversion process smaller. Because Guagualong only has experience classes and regular courses, the conversion span is large and the user's decision-making cost is high.

The core of transformation is still the service and marketing of teaching assistants. From this perspective, Zebra AI's teaching assistants' transformation pace is slower and the follow-up level is insufficient. Jiligua's conversion based on enterprise WeChat is too mechanized and has disturbed users a lot. Guagualong is in a moderate state compared to the first two, and has the best grasp of single-point marketing.

5.5 Self-propagation (Referral)

Self-communication refers to guiding users to spread word-of-mouth and activity-propagation of products. Word-of-mouth transmission is mainly a process of "showing off children" in enlightenment education, and activity-propagation is a fission activity centered on the old and the new.

Two methods run through the entire user life cycle of the product. Compared with advertising, this method can reduce customer acquisition costs and obtain more accurate users and improve conversion efficiency.

5.5.1 Baby hair

There are two main ways to show off your children: one is to guide parents to share their children's learning process and results in communities and friends through videos or pictures; the other is to output posters such as learning reports and learning weekly posters after the children have finished learning courses, and guide users to complete sharing by sharing reward mall coins.

Taking after-class sharing as an example, Zebra AI is shared in the form of links. New users can directly receive free courses after clicking to browse, which is convenient for conversion.

Jiliguala and Guagualong are mainly shared by posters, which is convenient for friends to view, but when it comes to conversion, you also need to scan the QR code to enter the link. In addition, Guagualong’s video follow-up session can also be shared, allowing new users to see other children’s learning situation through the video, which is more intuitive overall.

5.5.2 Activity fission

Activity fission can be derived from dozens of ways of playing according to different reward forms and activation methods. Currently, in enlightenment education, the main common group fission, distribution fission and introduction fission are group fission.

1) Group fission

Group buying is based on acquaintances to communicate socially. Users can receive rewards and discounts by inviting a certain number of friends to join the group. The following are group buying activities launched by the three on different channels:

Zebra AI:

• APP: 49 yuan experience class (2-person group), group buying and receiving ancient poetry cards (5-person group);
• Official account: Zebra theme class - 1 yuan gift package class, 0.1 yuan odd and even mathematics class (3 people group), 0.1 yuan Chinese Enlightenment Class (5 people group), 1 yuan animal word class (3 people group);
• Information flow advertising: 78 yuan dual subject experience course (2-person group), 89 yuan three-person group (2-person group).

Jiligua: None yet.

Guagualong:

• Official account: Guagualong English - 19 yuan experience class (4-person group); Guagualong Light Class - · 1 yuan Aquarium Wonderful Tour (4-person group)

• Information flow advertising: 19 yuan experience class (4-person group)

Judging from the number of activities, Zebra AI’s group buying gameplay is diverse and has a wide layout, while Guagualong’s group buying is relatively single; from the perspective of participation difficulty, Zebra AI mostly only needs to invite 2 to 3 people to participate in the group buying, while Guagualong requires 4 people, which is more difficult to complete.

However, from the perspective of the group buying mechanism, the system will automatically match the user's friends after the purchase, and there are fewer cases of unsuccessful refunds for the group buying.

Judging from the rewards for group buying, Zebra AI has more low-priced classes and physical rewards, which is more attractive to users. In comparison, Jiligua La has not launched a group buying event, and the group buying discounts have been changed to the issuance of coupons.

2) Distribution Fission

The essence of distribution is to allow third parties or third platforms with industry resources to sell their products through a multi-level agency (up to three levels) model, and then rebate agents in the form of CPA and CPS.

Third person:

• KOL: The key opinion leaders are generally intensive traffic anchors from various platforms, such as Zebra AI and Luo Yonghao found by Guagualong.
• KOC: Key consumers are generally bloggers in vertical fields of platforms such as Douyin, Weibo, and Zhihu. They have relatively little traffic, but they are closer to users. They can insert advertisements in videos and articles to sell classes.
• Promotion Ambassador: Promotion Ambassadors are usually old users of the platform themselves, and parents who need users to understand the product, have the ability to sell, and are willing to spread it. Taking Zebra AI as an example, first, it requires old users to invite more than 5 users to purchase experience classes or regular courses, and then the user's intention will be confirmed by phone. After passing, you can become an official certified promotion ambassador. The threshold for promotion ambassadors in Jiligua is relatively high, but the process is relatively simple. First, users who have purchased Guagua American Language Class can participate. After that, any friend can be invited to purchase American Language Classes. Guagualong has not currently offered a promotion ambassador position.

Third-party platform:

Professional distribution platforms: e-commerce platforms such as Habitat, Sunflower Mom, Mom Xinxuan, Youzan, etc. The distribution platform, as Party B, will promote and sell Party A's products in its own traffic.

In addition, there are also professional distributors on the platform. They will open stores on Taobao, Xianyu and other platforms to attract traffic, convert new users to WeChat communities through free benefits, and then sell courses.

Official account: Online tutoring in primary and secondary schools, etc., mainly promotes and sells courses through soft articles on the official account.

3) Introduction to fission

Introduction Fission is based on the user's interpersonal network to acquire new users by bringing old and new, and it can be roughly divided into two forms: fission with invitations and prizes with sharing.

The difference between it and distribution is that the introduction fission is mainly aimed at its own users. Users generally do not have professional sales capabilities, and the rewards are generally based on virtual goods and physical goods, rather than cash.

Users participating in the fission introduction generally need to meet certain requirements, such as new users, experience/price course users, etc., filter seed users through threshold settings, and motivate users to become seed users through purchasing and other behaviors.

The threshold setting can also more accurately obtain users of different values ​​and users who better match the business North Star indicators.

Zebra AI:

Recommended gifts: Users who have purchased the experience class can participate. After inviting friends (not purchased any courses) to purchase the experience class, they can get 1 diamond. The diamond can be used to exchange for 50 yuan in cash (limited to 1 time), charity donations, teaching aids and other gifts. A ranking mechanism has also been added to the event, and the top 100 users with the largest number of invitations can receive large amounts of cash and diamond rewards.

In addition, the "Monthly Sharing" activity was launched for users of regular courses. Users share the poster to their Moments for 2 hours as needed. After completion, the screenshots are uploaded for review. If the review is passed, you will get a zebra ringgit reward.

At the same time, if a friend purchases a course through the poster link, he will also receive a reward in the "Recommendation and Gift" event.

1 yuan gift package: An invitation gift event launched for private domain traffic within the official account. Invite a certain number of friends to purchase a 1 yuan class and you can get physical rewards for stationery gift packages and painting sets.

Shared prizes based on the official account: First, use [Zebra AI Class] and [Zebra Theme Class] and other official accounts to [Children's Enlightenment Class], and then push the sharing prize activities to users within the official account.

Users need to share the poster with friends. A certain number of friends scan the QR code to follow the official account and complete the task. They can receive free free shipping teaching aids.

There are prizes for sharing based on WeChat of Enterprise: guide users to add Zebra AI enterprise WeChat account through activities pushed in the official account. Then WeChat of Enterprise will send posters and tasks to users. Users forward text and posters to their Moments and Mom groups as needed, and then send forward screenshots to the enterprise WeChat account. After the review is approved, the teaching aid rewards will be issued.

Zebra AI manages users in a layered manner through the setting of multiple participation thresholds, and to a certain extent, it can obtain higher value users and better conversion effects. At the same time, ranking mechanisms and value discrimination methods can also promote continuous retention of users and encourage users to continue to participate in activities.

Zebra AI is also the richest in the gameplay of the event. It uses official accounts and corporate WeChat to dig deep into existing users to maximize the value of users' interpersonal circles.

In terms of rewards, Zebra AI is also the most arrogant of the three. Taking "recommended and gifted" as an example, inviting friends to buy a trial class can redeem 50 yuan in cash, which is equivalent to taking a 48 yuan in experience class for free with one invitation, and an additional 2 yuan in cash.

Jilibu:

Invite and redeem gifts: The entrance to the event is only located in the Jiliguala official account. The event is roughly the same as Zebra AI's "Recommended Gift". You can also get diamonds by inviting friends and sharing posters. Diamonds can be used to exchange for 5 yuan in cash (limited to one time), Guagua Reading VIP, iQiyi VIP, teaching aids and other rewards.

The difference is that only regular courses (Guagua American Language Class) users can participate. The higher the unit price of courses purchased by invited users, the greater the rewards the invitee will receive. After the invitation purchase course is successful, the inviter can be upgraded to a promotion ambassador and then receive a higher commission in the form of distribution.

Jiliwala's activity gameplay is relatively simple, and no related activities are launched for users of the experience class.

The advantage is that the unit price of the course is low, so it is less difficult for users to complete the invitation, and it is easier to redeem rewards. Invite friends to purchase an experience class to redeem prizes such as 5 yuan in cash, iQiyi VIP, etc.

Guagualong:

Recommended gifts: Users who have purchased the experience class can participate.

The activity uses a task reward system to achieve communication and fission between users. Users obtain diamonds by completing tasks such as inviting friends to purchase, sharing posters for the first time, and inviting friends to register. Diamonds can be redeemed for products such as iPads, small blackboards, dolls and teaching aids.

In addition, this activity was carried out in a coordinated manner by Guagualong’s three business lines: English, thinking and Chinese, so it is also a way for Guagualong to conduct internal traffic diversion.

Through the task reward system, Guagualong can refine user operation steps and maximize the communication value of individual users. At the same time, the task system can achieve fission goals at different stages by configuring tasks, which are more operational and have more gameplay.

Compared with this, Guagualong rewards are less attractive and difficult to redeemed. Only dolls and highlighters can be redeemed for success in invitations. Taking the most difficult iPad as an example, Guagualong needs to invite 100 friends to buy before redeeming, Jiliguala needs to invite 60 people, and Zebra AI needs to invite 59 people.

summary:

Zebra AI’s auto-communication system is the most comprehensive, covering the entire user life cycle from group buying to reprinting. It drives users to complete auto-communication through rewards, and improves the platform’s explosion and profitability through distribution.

In comparison, Jiliwala's autocommunication is mainly based on old users and does not launch related activities for new users or experience class users. Guagualong is involved in all aspects, but the system is not perfect enough. It requires continuous new content and new gameplay to guide users to spread themselves.

Summary of this chapter:

Zebra AI and Guagualong are the core of acquiring customers through "re-investment + light fission", using welfare subsidies to motivate users to activate and convert, and then improving users' retention and repurchase through refined community services.

From the whole process, Zebra AI's layered management, welfare subsidies, and activity gameplay for users are better than Guagualong, and is in the stage of rapid business growth. Guagualong is in the transitional stage of cold start, and its products and strategies are mainly imitation, and there are not many innovative ideas.

Jiligua tends to impress users with content, and its operational strategies revolve around content, allowing users to get into courses as quickly as possible and complete activation and conversion with the lowest cost. The core is based on the low-cost self-growth of existing users.

6. Summary

6.1 SWOT Analysis

Through the above comparison and analysis, the following summary is made to Zebra AI with the help of SWOT analysis:

6.2 Iteration direction and suggestions

Based on this analysis and comparison, we learned that Zebra AI has great advantages in many scenarios. On this basis, the author makes the following suggestions for Zebra AI:

6.2.1 Optimize course content to improve fun, interactivity and extensibility

• The interactivity is low in English classes, and more interactive elements can be added;
• Enrich the content of the course and enhance its fun. You can also sell it as a paid course at the appropriate time to increase profit points.

6.2.2 Optimize product architecture and interaction process to improve user experience

• Adjust the position and style of core functions such as [Mall] and [Recommended and Kindly] under the [My] tag to improve exposure and allow users to see and use more intuitively. You can make functions such as [Message Notification] and [Course Weekly Report] into icons and place them in the upper left or upper right corner of the page, which is more convenient for users to view;
• Modify or delete the verification code pops up after clicking on the course to reduce the disturbance of users in key links;
• When new users click on keys such as [Course] and [Mall], add voice interaction to guide them, so that new users can quickly become familiar with the product.

6.2.3 Optimize the product closed loop, design more functions to promote retention, and imprint user imprints

• Design functions such as [Sign-in and check-in] and [Achievement Reward] to encourage users to learn online and complete learning;
• Combining the children's learning path, use the voice and video of the children or teaching assistants to output more refined and exquisite learning reports to users, allowing users to leave a deep product memory.

6.2.4 Optimize user activation path, experience first and then convert

• After logging in, new users guide them to have a short course experience, reducing the cost of decision making before purchasing.

6.2.5 Develop corporate WeChat, strengthen brand and improve community operation efficiency

• The disadvantage of enterprise WeChat is that it is difficult to create a personality and has high requirements for the operating specifications of teaching assistants. However, the advantage is that it can greatly improve the management and operation efficiency of users, so users can be guided to add personal WeChat and enterprise WeChat and establish contact with users through dual communication.

6.2.6 Formulate personalized learning plans, clarify children's learning goals, and improve conversion efficiency

• Add children's ability test functions in the preschool stage and propose specific learning plans to help users choose courses and levels;
• In the post-school transformation stage, more professional roles such as "curriculum planner" and "senior famous teachers" are added to assist the teaching staff in completing single-point or multi-point conversion.

6.2.7 Try to cooperate with educational MCN institutions to increase GMV through live streaming and other methods

• Each platform has many small and beautiful MCN institutions in the vertical field of education. They have a large amount of high-quality education traffic and can cooperate with them to increase profit channels.

7. Outlook

Looking back at 2019 and 20, in two years, many AI enlightenment education products have appeared on the market, and many Internet giants and capital have also participated in this track, and the homogeneity and intra-volume problems of education products have become increasingly serious.

Although it is said that AI intelligent learning is publicized to the outside world, most of the current AI education only solves the problem of adaptive learning, and the interaction of recording and broadcast teaching has not integrated the real scenarios into it.

So whoever masters mature AI technology first in the future will have the opportunity to become an absolute unicorn in the industry.

Looking back at Zebra AI, it has now become an industry benchmark in the field of enlightenment education, but because it is difficult to form barriers in services, products and content, it is difficult to avoid the suppression of many competitor plagiarism and price wars.

Therefore, I also hope that while Zebra AI keeps jogging and iterating the model step by step, it will also explore more new technologies and models, becoming an irreplaceable role in the industry.

Author: Wang Zai 9873

Source: Wang Zai 9873