Case Analysis | A Complete Analysis of Xueersi Online School’s User Growth System

Xueersi Online School is an online education brand for primary and secondary schools under the New York Stock Exchange-listed company TAL Education Group (formerly Xueersi), providing extracurricular tutoring in all subjects for children aged 6-18. It also provides enlightenment courses for children aged 2-8, with students in more than 300 cities across the country.

1. [Case Name]

Xueersi Online School

II. Case Background

Xueersi Online School has formed a teaching team composed of graduates from well-known universities such as Tsinghua University, Peking University, and Harvard. It adopts a "live broadcast + tutoring" dual-teacher live broadcast teaching model, and introduces independently developed AI technologies such as expression recognition, voice recognition, and voice evaluation as auxiliary teaching methods into the classroom, realizing in-class tests, real-time interaction, voice evaluation, timely answering of questions, etc., effectively improving the fun and interactivity of online learning.

3. [Disassembly Target]

Have a comprehensive and in-depth understanding of the business model of Xueersi Online School and discover its core monetization methods.

4. Business Logic

1. Products

1) What are the product lines and their connections?

Judging from the official website, strictly speaking, the "Xueersi Online School" brand has two product lines - [Xueersi Online School] and [Xueersi Online School 1 to 1]. ([Xueersi Online School Programming Community] is actually [Xueersi Programming], which will not be discussed here.)

The predecessor of [Xueersi Online School 1 to 1] was Dahai 1 to 1, which was renamed [Xueersi Online School 1 to 1] on September 1, 2019.

What is the connection

Guess: Xueersi Online School diverts traffic to 1-on-1 and 1-on-1 is used as a supplement.

Because the customer acquisition cost of a single one-to-one model is too high, if it is placed under the same system as an online school, the users acquired in the online school can be directly directed to the one-to-one model, greatly reducing the customer acquisition cost.

Because there is not enough information about [Xueersi Online School 1-on-1] at present, this article will first analyze the [Xueersi Online School] product line as an example.

2) Research on product lines of <Xueersi Online School>

User participation form, "lecture + tutoring" dual-teacher teaching

The level of teachers, various academic masters

Teaching and Research

APP Product Support

Class Size

Small class teaching guidance, one head teacher teaches a class of about [30 people] (300 to 400 people are online during the live broadcast)

[Putting aside the online discussions about the number of students in “small classes”, the statements on the official website of Xueersi Online School are somewhat inconsistent, but I feel that it is possible that I have misunderstood? I asked the customer service, but they didn't give me a direct answer about the two differences. Oh, I'm so confused.]

Course Type

Synchronous courses, literacy courses, special courses

Other highlights

Voice barrage, personalized learning task system (IMS, language learning system, note recognition and homework correction, face recognition course concentration, traditional culture VR experience, etc.

2. Traffic (customer acquisition method)

1) Online delivery

Search bidding ads

Summarize:

The copywriting keywords (types) of this channel include: Xueersi Online School, online learning, specific grades, specific subjects, etc.

In-site e-commerce search advertising

Summarize:

The products of this channel are mainly low-priced courses (9 yuan, 18 yuan, 19 yuan, 27 yuan, 49 yuan, etc.), which are mainly stimulated by price; there are also a small number of special courses (65 yuan, 199 yuan, 265 yuan), which are mainly stimulated by hitting pain points.

Tik Tok

Summarize:

The videos released by this channel have covers with beautiful teachers/a considerable number of teaching materials pictures/summary of good learning methods, etc., and the content includes plots/knowledge points/direct narration, etc.

WeChat Moments

Other APPs

Baidu Mobile, Baidu Express, Tencent News, WiFi Master Key, etc.

idea

It can be seen that Xueersi Online School has recently allocated its resources mainly to the 19+1 yuan activity, the essence of which is to attract traffic to low-priced courses and to prepare for the conversion to regular courses. The activity is still very attractive. As for the logic behind placing advertisements, well, I don’t see anything except that it should be adapted to local conditions.

2) Internal traffic

WeChat Ecosystem

① 19 public accounts

Includes comprehensive categories, specific subjects, specific services, recruitment, etc.

②10 mini programs

It mainly carries five functions: comprehensive, courses, activities, exercises, and check-ins.

③5 video accounts

One comprehensive course, three sub-subjects, one literacy course, and two teachers’ real IP addresses.

Headline

① Tik Tok: Too many to count. Different subjects, different functions, real teachers

(Kuaishou doesn’t have it, do you think it doesn’t match the tone? I think it can be done. Isn’t it said that the transaction rate of Kuaishou is much higher than that of Douyin? (Am I thinking too simply?)

② 11 Toutiao headlines (incomplete statistics)

Station B, 10

Little Red Book, 1

This channel has only one official comprehensive account, and the last tweet was on April 18. It seems that the focus is not here. It is worth mentioning that many teachers and retail investors have spontaneously created accounts, although none of them have done a very good job.

In own APP

3) Activities (Self-growth)

(Hello parents! Newly registered students who have not purchased online courses can receive a free live trial class or three premium classes. You will receive a text message reminder after the reservation is successful. Please pay attention to the text messages starting with [Xueersi Online School]
1. [Get three premium courses on the APP homepage] APP homepage - scroll down to find 0 yuan instant grab (free) - click in and select grade to get it
2. [Book three quality courses on the computer website]
Log in to the computer website www.xueersi.com and click on the "Receive Premium Courses" button on the right to receive the courses.
3. You can search and follow the WeChat official account of "Xueersi Online School Premium Courses". The Premium Courses official account is a channel for providing students with information and taking a trial class. ）

In the public account [Xueersi Online School]

①Get a free premium course worth 168 yuan

②Add the teacher on WeChat to receive study materials

To be optimized:

I really don't understand the relationship between activities ① and ②. If you only look at the text, it feels like ② is just like ① registering and then adding a teacher to get the supporting materials.

But when I click on the landing page, the theme word of ① is different from the description outside, but how come the theme word of ② is also "course"? Then it showed that the original price of this course was 168 yuan, while the course clicked by ① was shown to be worth 299 yuan. After reading the copy of ① (get a premium course worth 168 yuan for free), I was dizzy.

③Share and get gifts

To be optimized:

The threshold for the activity of bringing in new customers is relatively high, and new users do not have the entrance to the "share and get gifts" program, so they have not experienced it. It would be better if you could know the rules of the event and even participate in the event through WeChat. It is recommended to add an entrance for new users. If the incentive is obvious, some people who are already struggling over whether to sign up for a long-term course may sign up because of this incentive.

④Navigation Bar Special Training Class-Autumn Special Training Class

Highlights:

Autumn special training class = 19+1 yuan class.

The activity itself is very attractive. If a course originally costs 19 yuan, you can get one more course by adding 1 yuan. This gives a different feeling from directly [two courses at 20 yuan] or [10 yuan per course]. The sense of discount for adding one yuan for one more course will be stronger. There is also the excitement of [Limited Time Group Buying], which provides great motivation to join.

To be optimized:

For the +1 yuan, I clicked on the group buying with great interest, but I was a little confused about the options. I randomly clicked on a junior high school one, but when I looked at the details page, I didn’t understand again. Where should I add the +1 yuan? Why are there four subjects?

After a careful look, I found a line of small print indicating: [Junior High School] The price of one subject in a multi-subject course does not participate in the add-on purchase activity.

I was still a little confused at this point, so I went back and ordered a course for the [Primary School] stage, and discovered the correct way to open the [19+1] activity.

So I understood. It turns out that there is no such activity in junior high school. A feeling of being cheated arises spontaneously. Although 19 yuan for four subjects is a good deal, it did not meet expectations and resulted in a bad experience. (Later, I looked carefully and found that [19+1] finally got 26 hours, while 19 only got 14 hours, which made me unhappy again.

Of course, I am a little sensitive to prices. But if I were the parent of an elementary school student or a parent with a more normal mind, I believe I would still participate in this activity.

In the app

① Log in to the APP - the "Check for Gaps and Improve Score Camp" pops up - after successful registration, you will be redirected to the mini program, which jumps over quickly, but no content is displayed. -I searched my orders on my own and found a special training class.

The camp to fill in the gaps and improve scores = the camp to break through the high-score skills... Now I wonder if all the free camps are actually the same?

Highlights:

You need to know how to set up the SMS settings here, it’s such a large entrance.

What are the relationships between activities? Probably they are all equal...just kidding! I want to take a break first.

4) External cooperation

5) Offline customer acquisition

Attend the meeting

2019.10.20 The 6th World Internet Conference officially opened in Wuzhen, Zhejiang. Xueersi Online School was once again invited to participate in the "Light of Internet" Expo as the only educational enterprise.