The living room turns into a classroom to see how LeTV Kids solves the pain points of early childhood education

On November 18, Jia Yueting, chairman of LeEco, posted a colorful lollipop invitation on Weibo, with the word "Future" in large letters, which aroused people's curiosity. At the same time, Jia Yueting also asked a suspenseful question: "What do you hope LeEco Super TV can do for children?"

According to the latest data, the scale of China's online education market will reach 171.1 billion yuan in 2015, an increase of 35.4% over 2014. Among all kinds of educational APP software, children's education ranks first, with 90 million users. Faced with such a large user base, many Internet giants have already started to deploy children's online education.

LeEco, which has a complete ecosystem and is good at triggering various chemical reactions, chose to enter the early childhood education industry at such a time, which naturally attracted the attention of the industry. In response, we got LeEco's online education software "LeEco Kids" as soon as possible and tested it to see what big moves LeEco will make this time to "subvert" the existing early childhood education industry.

How to arouse children’s interest?

How to arouse children's interest? This is a crucial question for every educator. Ms. Zhong Peijing, senior director of academic affairs of the well-known early childhood education brand Gymboree China, once said, "Being a partner of children and growing together with them is the serious matter of early childhood education."

【Interface】: Soft colors and vivid images

In response to this, LeTV cooperated with many well-known early childhood education institutions at home and abroad, and conducted a series of research on everything from UI interface to color selection in combination with children's preferences. The expert think tank team unanimously agreed that cartoon characters with soft and bright colors are more likely to be loved by children. This is also the final design style of the "LeTV Kids" interface.

【Content】: Large quantity, high quality, personalized push

Compared with traditional school education, the attraction of TV to children comes more from interesting and fun animations and games. LeTV Kids has further strengthened this point. With the recommendation of the expert team, each child will see content that is more in line with his or her gender, age and preferences.

In the process of growing up, children of different ages have their own distinct characteristics. For this reason, LeTV Kids has equipped itself with rich high-quality resources. At present, the educational resource library of LeTV Kids has more than 20,000 children's educational resources, including the most well-known high-quality IPs in China and even the world, such as Qiaohu, Mickey, My Little Pony, Shaun the Sheep, Qinbao, Beva, Dad Bean, etc. In addition, Japan's No. 1 gold medal program in early education, Hide and Seek, and South Korea's national education project, Ryan and Julie, will also be exclusively available on LeTV Kids.

Unlike adults, children have limited cognitive abilities, so simple operation is one of the keys to arouse and maintain children's interest. The interactive interface of the LeTV Kids large-screen desktop is clear and simple, and all functions are clear at a glance. The simple horizontal mobile interface allows children to easily select their favorite content by simply pressing "left, right, and confirm".

LeTV also considerately presents the cartoon characters from popular animations in a dynamic drop-down manner, so that children can search for related animation content by selecting the character image. LeTV's third-generation super TV series all support remote voice control, which reduces the control burden for children from another dimension.

After studying children's habits, LeTV added many details to the playback process. In view of the fact that children have poor comprehension ability, the repeated playback function can help children deepen their impressions;

Strong interactivity is another highlight that attracts children's attention. LeTV Kids pioneered the TV kindergarten model, which can provide systematic education in a cheerful atmosphere of nursery rhymes and folk songs based on the exclusive curriculum and physical exercises. In addition to rich video courses and physical exercises such as large-screen physical exercises, physical exercise classes, Hey Ha safety classes, and Hey Ha safety class zoos, TV kindergartens use physical interactions that require the participation of parents and children, such as "How to Cross the Road Safely", "Let's Go Skating", "Be Careful of Manhole Covers", and "Come and Brush Your Teeth", to help children develop good habits from an early age.

For language teaching, interaction is particularly important. LeTV Kids not only uses the most professional bilingual courses from Gymboree, Rise, Bubble Kids English, EF, etc., and provides 4,000 episodes of original English content for children, but also supports switching between Chinese and English subtitles and bilingual switching. Combined with the Hometime video call function of Super TV, children can interact and communicate face-to-face with foreign children or foreign teachers far away.

Ms. Luo Jing, speaker of the first scientific parenting talk show "Mindful Parenting" in China, PhD of the Institute of Psychology of the Chinese Academy of Sciences, member of the Science Popularization Committee of the Chinese Psychological Society, director of the China Eugenics Association, and Chief Education Officer of JiMuBox, said: "Family parent-child education is still at a scattered, random and unsystematic stage. Parents still rarely and hardly participate in the growth of their children."

The absence of parents in early education scenarios and the split between families and schools are two major problems plaguing the early education industry. The emergence of "LeTV Kids" may help improve this situation.

LeTV Kids is not only an application for children, but also leaves enough space for parents to participate. Parents can deeply participate in customizing the TV kindergarten curriculum according to the baby's characteristics such as gender, age, country, and training direction, and can also push content to the TV kindergarten in real time through the mobile phone at any time.

Parents' playlists and animation selection bring parents and children closer together. Through communication, parents can learn about their children's favorite animations, and then through screening, help children find their favorite content. The expert advice and playback time given in the playback records also make it easy for parents to understand their children's interests.

Young parents lack experience in early childhood education. If they can get professional guidance when they encounter problems, both children and parents can benefit greatly. In this regard, LeTV has launched an open children's education ecosystem.

Online, "LeTV Kids" can give targeted growth suggestions based on the characteristics of children of each age group, combined with information input by parents and analysis of numerous data and experts. The "Parents' Focus Ranking" is a more detailed way to help parents understand how their children should grow up. Offline, LeTV will join forces with parenting communities such as Babytree to create an online and offline interactive communication platform for mothers. It will fully integrate the resources of authoritative gold medal experts for children, provide free services to LeTV Kids members, and allow experts to answer questions and provide help to parents at any time.

In this regard, Liang Jun, president of LeTV Zhixin, said that LeTV's children's education and entertainment is no longer just about buying copyrights. "The advantage in copyright alone can be easily surpassed by competitors in a year at most." "We want to fully understand the children's education industry chain." "We will establish online and offline business logic to enable our business to take root offline."

In-depth involvement and professional guidance may not be enough to reassure parents, after all, it is impossible for parents to be with their children all the time. What kind of help model does LeTV Kids provide when parents are not at home?

LeTV Kids pioneered an anti-addiction system that assists parents in supervision through three functions: time control, remote control, and incentive control. When a child's viewing time reaches the specified time, the system will automatically enter the reminder interface; the child's viewing time can also be remotely controlled by the parents to keep the child's viewing time within a controllable range; in addition, parents can also send incentive tasks to their children through their mobile phones, such as a math problem, and the child can only continue to watch the content after answering it correctly.

Taking into account the greater stimulation that television has on the eyes of young children, the system considerately adds a "play with screen off" option during playback, so that children can learn knowledge through sound. Parents can also use this option to play lullabies and other songs to help children under 2 years old fall asleep peacefully.

In addition, LeTV Kids has established a content rating system, which certifies all content based on the recommendations of an expert group, to ensure that the content children are exposed to is healthy.

With all this, do parents still need to worry that television is not safe or healthy enough for children?

The booming OTT industry, the rapid growth of online education, and the promulgation of the two-child policy have all provided a good foundation for the development of children's online education. The rise of Internet TV has also provided a good way for online education.

According to the survey, among Internet TV users, 58.7% of families have children under the age of 15, of which 57% are under the age of 7. For children, Internet TV undoubtedly has a stronger appeal, which has also promoted the development of related online educational software. Judging from the proportion of TV application downloads in August, children's education accounted for 16%, and half of the download rankings were occupied by children's applications. This is enough to show that the status of television in children's education has risen significantly.

From online education to living room education, the form of education has changed in the OTT era. It is reported that in December, LeTV Kids will first start upgrading from the 3rd generation Super TV, and other models will also be gradually realized. On December 1, LeTV Mall will also launch a special event for LeTV Kids' new product ecosystem. The first 5,000 users who purchase the Super 3 series will receive LeTV Kids smart product shopping coupons, and reservations will start on November 24. In addition, from December 1, 2015 to June 1, 2016, LeTV will also launch a million-family education plan with its partner institutions. All members of the partner institutions can receive a 500 yuan voucher for a Super TV contract of more than one year. The plan is limited to 1 million families worldwide, with a total subsidy of 500 million yuan. Institutional members can apply for it on LeTV Mall or their institutions.

LeTV, which is good at "subverting" industry perceptions, is beginning to enter the ranks of children's online education through television. With the help of rich animation resources and data analysis of the personality differences of children of different ages, it has created the "LeTV Children" application, which uses animation to enlighten and educate children aged 0 to 12 from multiple aspects such as interest, cognition and autonomy, thus breaking the traditional online education method of teaching single knowledge content.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.