In 2016, it was called “the first year of live broadcast outbreak” in the industry, and the live broadcast platform and live broadcast network were endless. In addition to the continued popularity of entertainment live broadcasts, the emerging field of educational live broadcasts is gradually gaining favor from capital markets and platform institutions.

The reporter found out that many live broadcast platforms have launched live education broadcasts, and many online education platforms have launched a live broadcast of education after a new round of financing. At the same time, the income of live teachers has become a hot topic, and some net red teachers have even earned an hourly salary.

However, many industry insiders told reporters that under the background that the education ecological chain and knowledge sharing are not yet mature, there is still a long way to go before the education broadcast will incite the education industry. Lv Forest, dean of the Internet Education Research Institute, said in an interview with Nanfang Daily that the live broadcast of education is in line with the development trend of the education industry, but only a few live teachers will become net red. "Most teachers live is a virtual fire, and excellent teachers are scarce resources." ● Nanfang Daily reporter Peng Lin intern Lin Zikai

Trend 1

Looking for a new growth point traditional education platform test water live

After the announcement of the development of VR teaching, Xing Shuai Education, which completed the B round of financing, entered the field of live broadcasting. In March of this year, this traditional educational institution engaged in online skills training successfully completed 300 million rounds of B round financing. This is also the largest amount of financing in online vocational education since 2016.

Xing Shuai, CEO of Xing Shuai Education, said in an interview with Nanfang Daily that many traditional online education platforms are inevitable. Everyone realizes that live broadcasts offer a higher level of interactivity and a better learning experience than traditional online education. “In the live broadcast process, students not only raise real-time doubts, but also interact with other students, and there is almost no difference between them and offline classes.”

In Xing Shuai's view, the live broadcast of education is an ecological chain, including teachers, platforms, and users. Every link is very important. He said that the live broadcast of the technology platform is very demanding, and most of the financing of Xing Shuai Education is basically used for the maintenance and operation of the live broadcast platform technology.

It is understood that Xing Shuai Education has promoted the “Thousand School Program” throughout the country, and plans to recruit 1,000 agents to help the traditional offline vocational education institutions to transform online. Currently, more than 100 schools have been established. According to Xing Shuai, Xing Shuai Education will also join the VR experience to enlarge the small screen through VR technology to enhance the learning experience.

Since 2008, he started in QQ group, and settled in YY in 2009. Now he has established his own live broadcast platform. Xing Shuai Education has been deeply involved in the "Internet + Education" road. It is understood that Xing Shuai Education has more than 8 million registered students, including more than 800,000 paid users. The duration of the course is usually 1-2 months, and the average price is between 1,500 yuan and 2,000 yuan.

In the same field of betting live broadcast, there is also a school that has been founded for 8 years. It is reported that Xuesisi has launched a live broadcast platform this year. According to public information, Xuesi is a subsidiary of the Future Future Education Group, which was established in 2009. In 2014, the number of users exceeded one million.

In June of this year, Zhang Bangxin, the chairman and CEO of Good Future, publicly stated that the live broadcast is the core, and the school will be fully transformed and broadcast live. According to Zhang Bangxin, there are more than ten business units doing live broadcast business in the future, and live broadcast is the feature of the new generation of online schools.

According to Zhang Bangxin, the development of online education online schools has experienced three changes: the first generation of online schools mainly based on simple texts and pictures. The second-generation online school is based on on-demand broadcasting; the third-generation online school is live. Live broadcast can solve two major problems: foreign teachers and one-on-one. The former satisfies people's foreign language learning needs through high-frequency low prices, and the latter can solve regional imbalance problems. "In the field of education, live broadcast is a better way to realize it." Zhang Bangxin said.

Hu Guozhi, a senior education industry and private school's founder of Sharing School, had previously analyzed in the media that many online educational institutions have tested the live broadcast of the course, which is largely due to the industry's need to find new profit points.

According to the "2015 China Online Education Industry Blue Book" published by the Internet Education Research Institute, 70.58% of the 400 online education companies surveyed are in a loss state, 13.24% of the companies are in a flat state, and only 16.18% of the companies remain Profit status.

In order to find new growth points for profit, many online educational institutions tested the live broadcast. The question bank of the main question bank products was renamed 猿Counseling after Tencent’s 40 million US dollars strategic investment in April, and live online tutorials on the mobile and PC. The crazy teachers who went online in December 2014 won the 120-yuan C round of financing from Tencent in June this year, and will also be the main strategic direction of the live broadcast, followed by the launch of the live app “Dangdang Class”.

Cai Ling, a researcher in the cultural and entertainment industry of China Investment Consulting, said in an interview with Nanfang Daily that it is an inevitable trend for the online education platform to continuously innovate and upgrade. Previously, most of the online teaching videos were recorded videos, and the interaction was not strong. It was difficult to attract users, and the live broadcast was able to make up for this shortcoming.

Trend 2

Expanded application scenarios have launched educational live broadcasts

According to Ai Media data, the number of online live broadcast platforms in China was close to 200 in 2015, of which the market size of the live webcast was about 9 billion yuan, and the number of users of the webcasting platform reached 200 million. Under the big wave of Internet live broadcast, the live broadcast of education has gradually become a new battlefield for major live broadcast platforms and investors behind the competition.

On July 5th, "China's first teacher's English showdown night" was broadcast live on the Betta platform. Zhao Jiankun and Fu Yingdong, two English teachers, discussed the English learning through a two-screen interactive live broadcast. According to statistics, the number of online users in the live broadcast even exceeded 100,000 at the same time, which set a new record since the launch of the English education live broadcast.

In fact, this is not the first time that fighting fish has been involved in education. As early as April this year, the fighting live broadcast rate was advanced in the field of military online education. The launch of the Betta Live Education section has attracted teachers and students from major universities and educational institutions across the country. The content of the course is from the middle and high school counseling, language, psychology, art, vocational skills training to hobbies, etc. widely.

The industry believes that live broadcast as a new form of real-time interaction, and the possibility of integration and innovation with many industry scenes. Not only suitable for e-sports show fields, etc., live broadcasts in education, tourism and other scene services will also accumulate. In particular, it is a content-driven educational live broadcast, which is more sustainable and commercialized.

The person in charge of the Betta live broadcast once said that the betting of the fish in the live broadcast is equivalent to expanding the live broadcast application scenario, making the live broadcast become ubiquitous.

Another live broadcast platform giant, YY (Happy Times), launched the independent education brand “100 Education” as early as 2014, and cut into online education from online English training. It is reported that the most important part of "100 Education" is its online intensive course including TOEFL and IELTS. What is more worth mentioning is that in addition to "Education 100", YY also invested 10 million to invest in the online education platform - Xing Shuai Education.

The giant companies that are closely watching the online education live broadcast market are far from the YY family. Taobao launched the “e-commerce” online education platform “Taobao classmates”, which is now online live; Ali leads the live-action education online platform TutorGroup; Baidu’s $3.5 million Strategic investment transfer network; Tencent QQ group added video education function... Internet BAT three crocodile are secretly delineating the scope of online education.

An online education veteran told reporters that the current capital market is quite active, the market space is large, and the pace of technological reform is accelerating. The online education industry has entered a period of exponential growth, and the live broadcast model will accelerate its growth rate. "The live broadcast platform expands the field of education live broadcast, mainly to achieve diversified development of content and further improve user stickiness."

Cai Ling, a researcher in the cultural and entertainment industry of CIC, predicts that both language learning and vocational skills are expected to take the lead in this round of live broadcast. These two types of online education models are flexible, and the audience is college students and newcomers in the workplace. Their enthusiasm for learning and enthusiasm for paying are relatively higher.

Observed

Is the net red teacher a gimmick or a trend?

In March of this year, some media reported that a list of courses of online tutor Wang Yu was published in the WeChat circle of friends. 2,617 students purchased a high-level physical online live class with a unit price of 9 yuan. After deducting 20% ​​of the online platform, Teacher Wang Yu’s actual income for one hour was as high as 18,842 yuan.

In this picture, the total number of classes taught by Wang Yu is 9,479, and the total income of the course is about 84,000 yuan. If the online education platform deducts 20%, the teacher's actual total income is 7 hours. More than 67,000 yuan, almost a year of ordinary school teachers' income.

The industry believes that although the price of a single class in a live course is much lower than the price of a single class under the line, when the number of purchases reaches a certain number of purchases, the total return is not to be underestimated.

However, not every live teacher can get such a substantial income. Lu Lin, dean of the Internet Education Research Institute, said in an interview with Nanfang Daily that only a very small number of live teachers will become net red. He said that the fiery hot of education is in line with the development trend of the education industry. "But most teachers live on virtual fires, and excellent teacher resources are scarce."

Lu Lin said that in South Korea, there are already super-red teachers with annual incomes of over 100 million yuan. China may have similar phenomena in the future. But fast profitability will never become a common phenomenon, and only a very small number of teachers will form a net red. Net red requires high-quality teams to support and requires a lot of cost promotion. Therefore, institutions with strength and funds can persist. For the live broadcast teacher personally, it also requires long-term unremitting efforts. In addition, he also reminded teachers that the live broadcast industry also has borders, and the education management department has not yet issued a policy.

Cai Ling, a researcher in the cultural and entertainment industry of CIC, also said that the benefits of teachers in the live broadcast process are directly linked to the audience's rewards, and teachers will become the biggest beneficiaries of the live broadcast of education. However, whether it can achieve profit quickly depends on the strength of the teachers themselves. He also pointed out that in the context of the education ecology and knowledge sharing consciousness of the whole society, the live broadcast of education must really incite the education industry, and there is still a long way to go.

Cai Ling believes that the current live broadcast of education puts higher demands on teachers: it is necessary to ensure the quality of teaching, but also to attract students' attention. "At present, the biggest problem facing the online live education platform is how to regulate the quality of educational content. The live broadcast of education is different from the ordinary entertainment live broadcast. Most of its audience are learners. If the teaching content is not standardized, it will cause learners Negative Effects."

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