Project Background

English reading machine is an intelligent hardware product that uses artificial intelligence technology and combines high-quality English content to provide users with a personalized and interactive English learning experience. The main functions of English reading machine include: point reading, translation, recording, evaluation, interactive games, etc. The main user groups of English reading machine are preschool children and primary school students, as well as some adult English learners.

Learning machine is the largest category of educational hardware, and the annual sales volume of learning machines in China is 4. 5 million units. Among them, the English reading machine occupies a larger market share and is favored by parents and children.

Customer pain points

The main customer pain points faced by the client company are:

The competition in the English reading machine industry is fierce and the market concentration is high. The industry leaders have formed a strong brand influence and user stickiness, and it is difficult for new entrants to break through.

The English reading machine industry is affected by various factors such as policy, technology, and user needs. The market changes rapidly and requires continuous product innovation and service upgrades, which increases the risk and cost of market entry.

There are many subdivided categories and application scenarios in the English reading machine industry. Different target users have different learning needs and preferences. They need precise market positioning and differentiated product design, which improves the difficulty and complexity of market entry.

Project Purpose

20236In January, Shangpu Consulting was commissioned by the client company to conduct a market entry strategy consulting project for the English reading machine industry:

Analyze the development status, trends, opportunities and challenges of the English reading machine industry, and evaluate the feasibility and attractiveness of market entry.

Determine the target market, target users and target products of the English reading machine industry, and formulate reasonable market positioning and differentiation strategies.

Put forward the market entry plan of English reading machine industry, including product development, channel construction, marketing promotion, risk control and other specific suggestions.

Research object

In order to achieve the project objectives, we used a variety of research methods, including:

Literature analysis: Collect and analyze the relevant reports, data, policies, standards and other literature materials of the English reading machine industry to understand the basic situation and development law of the industry.

Online questionnaire survey: designed an online questionnaire for potential users of English reading machines, promoted through social media platforms such as WeChat and Douyin, and collected a total 1000 analysis of the user's learning needs, purchase intention, use habits and other aspects of information.

In-depth interviews: Relevant experts, business representatives, channel providers, educational institutions, etc. from the English reading machine industry were invited to conduct in-depth interviews. 20 The second interview discussed the development trend, competition pattern and innovation direction of the industry.

Competition analysis: selected the English reading machine industry. 10 A typical enterprise, its product characteristics, functional advantages and disadvantages, price strategy, sales channels, market share and so on carried out a detailed comparison and analysis.

Project Content

According to the results of the survey, we have carried out a comprehensive analysis of the English reading machine industry, the main contents include:

Market segmentation and positioning: According to the user's age group and learning purpose, we subdivide the English reading machine market into four sub-markets: (1) Preschool children market: mainly 3-6 For children aged 18, the main purpose is enlightenment and interest cultivation. The product functions are mainly point reading and interactive games, and the content is mainly children's songs, stories, animation, etc. (2) Primary school market: mainly 6-12 The main purpose of the primary school students is to have basic knowledge and test-taking ability. The product functions are mainly translation, recording and evaluation, and the content is mainly textbooks, words and reading. (3) Secondary school students market: mainly 12-18 The main purpose of the middle school students is to improve their listening, speaking, reading and writing skills and test scores. The product functions are mainly listening, speaking, and composition, and the content is mainly test questions, real questions, and masterpieces. (4) Adult market: mainly aimed 18 For adults over the age of, the main purpose is to enhance workplace competitiveness and cross-cultural communication skills. The product functions are mainly business English, tourism English, etc., and the content is mainly professional vocabulary, practical scenes, oral dialogue, etc. Based on market capacity, degree of competition, profit margins and other factors, we suggest that Shangpu Consulting choose the primary school student market as its target market to meet the huge demand and high growth potential of this market. At the same time, we suggest that Shangpu Consulting adopt a differentiation strategy in product design, highlighting the core advantages and features of the product, in order to distinguish it from similar competing products, and improve user awareness and loyalty.

Market entry plan: According to the target market and product positioning, we propose the following market entry plan for the client company:

Product Development: We propose to develop aAIThe English reading machine product with personalized learning as the core uses artificial intelligence technology to provide users with customized learning content and paths according to the user's age, level, interest and other characteristics, so as to teach students in accordance with their aptitude and improve the learning effect and experience. Product features include: (1）AIPoint reading: users can point reading any English content through touch screen or voice control to obtain standard pronunciation, interpretation, example sentences and other information. (2）AIRecording: Users can record any English content through the built-in microphone to obtain feedback such as voice recognition, scoring, and error correction. (3）AIEvaluation: Users can participate in various English tests and competitions online or offline to obtain reports on results, rankings, analysis, etc. (4）AIInteraction: Through the built-in camera and speaker, users can conduct real-time video calls and voice conversations with virtual English teachers or peers to improve their oral and communication skills. (5）AIrecommend: Users can choose appropriate learning content from a large number of English resources according to their own preferences and needs, including textbooks, words, reading, listening, videos, etc. At the same time, the system will intelligently recommend learning content and paths that are more suitable for users based on their learning data and feedback.

Channel construction: We suggest adopting a multi-channel sales strategy to take advantage of online and offline. to expand market coverage and influence. Specific channels include: (1) Online channels: use e-commerce platforms (such as Tmall, Jingdong, etc.), social media platforms (such as WeChat, Douyin, etc.), education platforms (such as Netease Youdao, New Oriental Online, etc.), self-operated official website and other channels for online sales and promotion. (2) Offline channels: use stores, chain stores, supermarkets, bookstores and other channels for physical sales and display. (3) Cooperation channels: joint sales and publicity with educational institutions (such as New Oriental, Peiyou, etc.), schools (such as public schools, international schools, etc.), media (such as People's Daily, Xinhua News Agency, etc.), stars (such as Li Yuchun, Wang Junkai, etc.) and other partners.

Marketing promotion: We recommend the use of diversified marketing methods, the use of various forms and channels to improve brand awareness and reputation. Specific means include: (1) Advertising: put eye-catching advertisements on major TV stations, online video platforms, outdoor billboards and other media, highlighting the core advantages and characteristic functions of the product. (2) Content marketing: publish valuable content in major education, parent-child, science and technology media, such as product evaluation, user cases, industry analysis, etc., to improve users' trust and interest. (3) Activity marketing: organize various activities in major shopping malls, schools, communities and other places, such as product experience, lottery presentation, knowledge contest, etc., to increase user participation and interaction. (4) Word-of-mouth marketing: Use users' word-of-mouth communication to encourage users to share their experience and learning results on major social media platforms to improve users' loyalty and recommend.

Risk control: We recommend paying attention to the following risks and taking appropriate measures to control and respond to them: (1) Policy risks: pay attention to the relevant national and local policies and regulations on the education industry, abide by industry standards and norms, timely adjust the content and form of products and services, and avoid touching the red line. (2) Technical risk: strengthen technological research and development and innovation, maintain the advanced nature and stability of the product, repair the loopholes and defects of the product in time, and prevent the product from malfunctioning or being attacked. (3) Market risk: pay close attention to market changes and demand, adjust market strategy and positioning in time, and prevent market saturation or shrinkage. (4) Competitive risk: pay close attention to the dynamics and strategies of competitors, analyze the advantages and disadvantages of competition in a timely manner, and prevent being overtaken or squeezed by competitors.

Project Value

Through this project, we provide the following value to the client company:

It provides customers with a comprehensive analysis and in-depth insight into the English reading machine industry, helps them understand the development status, trends, opportunities and challenges of the industry, and evaluates the feasibility and attractiveness of market entry.

For the client company to determine the target market, target users and target products of the English reading machine industry, to develop a reasonable market positioning and differentiation strategy to help them grasp the market demand and opportunities, improve product competitiveness.

For the client company put forward the English reading machine industry market entry plan, including product development, channel construction, marketing promotion, risk control and other aspects of specific recommendations, to help them smoothly implement the market entry plan, to achieve market share and profit targets.

Through this project, Shangpu Consulting Company can not only provide professional market entry strategy consulting services for enterprises in the English reading machine industry, help them seize market opportunities and enhance their competitiveness, but also bring new value and growth points for their own business development and expand new business areas and customer groups.