1. Industry Definition

EducationO2OIt refers to a network-based learning behavior, which is a teaching method with the network as the medium. Through the network, the teaching activities carried out between students and teachers. The online education industry is the product of educational technology reform. With the development and popularization of the Internet and mobile smart devices, online education has broken the time and space restrictions of traditional offline education, making education get all-round changes in technology, content, form and subject, and truly teach students in accordance with their aptitude. The online education industry mainly includes online classrooms, online schools, education.Appand other forms.

Analysis of 2. Industry Chain

The upstream of the online education industry chain is related suppliers, cloud computing, communication technology and other technology suppliers, as well as resource suppliers of teacher courses and supporting facilities,K12Education, vocational education, etc.; downstream is mainly the use of users, includingBend andCEnd. From the point of view of participating enterprises, the upstream includes HKUST Xunfei. (002230), Star Net Ruijie (002396)and other technical support providers, as well as resource providers such as Onion Academy; in the midstream sector,K12Education has a good future.(TA L.N), New Oriental(EDU.N)Ape counseling, high-road class, leader1Right.1, homework help and other enterprises, the online representative organizations of low-level education include baby bus, spark thinking, uncle kai storytelling, etc. The online representative organizations of higher education include Chinese universities.MOOC, school online, etc.; vocational education online representative institutions have public education. (002607)China Accounting Online School, Gordon Education, etc. Quality education online representative institutions include programming cat, fluent speaking, zebraAIclass, etc.

3. industry development history

China's online education industry2013The year began to flourish under the impetus of capital, and in.2017With the help of live streaming to achieve scale, and gradually mature. In recent years, the online education industry has formed a variety of subdivisions, and the industry has shown a trend of refined development.2021Year7The national regulatory measures have been issued in succession, and the relevant policies have been continuously improved.K12The standardized development of the online education market that began in the sector officially kicked off.

4. industry policy background

Since 2021, the State Council, the Ministry of Education, the National Development and Reform Commission and other departments have successively issued policies to support and standardize the development of the online education industry. especially in2021Year7Month“Double minus”After the boots fall to the ground, the policy focuses on rectification and regulation.K12Disciplinary training institutions.2021Year7Month23On the 15th, my country issued the Opinions on Further Reducing the Burden of Students' Homework and Off-campus Training in the Compulsory Education Stage, which imposed qualification restrictions and financing restrictions on education and training institutions. The policy clearly stipulates that all localities will no longer approve new compulsory education students. Subject off-campus training institutions, existing subject training institutions are uniformly registered as non-profit institutions; for non-subject training institutions, all localities should distinguish between sports, culture and art, science and technology, etc., clarify the corresponding competent departments, formulate standards by classification, and strictly approve. No subject training institution shall be listed for financing, and capitalization operation is strictly prohibited.

5. industry market size

With the rapid growth of the scale of online education users in China and the rising income level of residents, the willingness to spend on education is rising, which has promoted the rapid rise of the scale of China's online education market. According to data from the Champ Consulting Group,2020China's online education market reached4328Billion yuan, year-on-year2019of the year3468billion increase24.8%, indicating that China's online education industry market volume is large. In addition, the increasing acceptance of online education by users, the gradual development of online payment awareness, and the improvement of online learning experience and effectiveness are the main reasons for the continued growth of the online education market. However, under the influence of the "double reduction" policy,K12The education sector is cold, the low-grade plate foreign teacher courses are all called off, in view of the two accounted for about.40%The overall impact on the online education industry is greater, and the overall development trend of the online education industry in the future is not optimistic. According to data from the Champ Consulting Group, it is expected that2023Throughout the year, educationO2OIndustry market size will reach3500About 100 million yuan, down year on year18.6%。

6. industry user scale

In 2022, the scale of online education users in China is3.25Billions of people, down year-on-year5567万人，占网民整体的32.9%；手机在线教育用户规模为3.24Billions of people, down year-on-year5550万人，占手机网民的32.9%。上半年，受K12市场政策趋严、高等教育市场疫情影响等因素的影响，市场整体稍有降温。下半年，随着疫情防控形势的好转，各级各类学校逐步恢复正常教学秩序，在线教育用户规模有所回升，但较疫情前（2019Year6月）仍增长了0.86亿，行业发展潜力巨大。据尚普咨询集团数据显示，预计2023年全年，在线教育用户规模将达到3.1Billions of people, down year-on-year4.6%。

七、行业竞争格局

从我国在线教育产业链企业区域分布来看，我国在线教育企业分布广泛，初步形成了以广东为首的产业集聚区，此外，在安徽、福建、北京等教育发展较为成熟的地区，在线教育水平也得到快速发展。从上市公司的区域分布来看，我国在线教育产业主要集中在广东、北京、浙江、湖南、江苏等地区。其中，北京坐拥两大老牌龙头企业好未来(TA L.N), New Oriental(EDU.N)，安徽省含有国内领先全品类职业教育机构中公教育 (002607)以及上游顶尖技术支持企业科大讯飞 (002230)。

在线教育行业企业可分为三大梯队。第一梯队，以新东方(EDU.N)和好未来(TA L.N)为主，营收突破100亿元；第二梯队以中公教育 (002607)和学大教育 (000526)等为主，营收在20-100亿元；第三梯队以昂立教育 (600661)、开元教育 (300338)、豆神教育 (300010)等企业为主，营收在1500亿元以下。

我国在线教育百强榜中，职业教育和教育服务两大类型的企业上榜数量最多，分别有28家和21家。其中，职业教育领域的中公教育、中华会计网校、高顿教育等企业实力强劲，教育服务领域的科大讯飞、星网锐捷等企业技术领先。

八、行业风险挑战

EducationO2O行业面临的风险挑战主要有以下几个方面：

行业库存过剩：多家教育O2O企业在快速扩张的同时，忽视了库存问题，导致教育资源的浪费和价格战等问题。

政策风险：由于教育涉及到未成年人成长和国家利益等重大问题，教育O2O行业在政策的指导下进行经营会更加健康、可持续。

用户体验不佳：教育O2O平台如遇到不活跃的用户，需要不停地进行用户引流和变现，才能够达到持续盈利。

技术安全隐患：教育O2O平台涉及到大量的用户数据和隐私信息，如何保证数据安全和用户权益是一个重要的问题。

九、行业发展趋势

尚普咨询认为，未来，教育O2O行业将面临更多的风险和挑战，但也将迎来更多的机遇和创新。职业教育和素质教育将成为行业的重点发展方向，人工智能、精准化定制、跨境教育等将成为行业的主要发展趋势。

职业教育：随着社会经济的发展和人口结构的变化，职业教育需求日益增长。在线职业教育可以提供灵活、便捷、高效的学习方式，帮助用户提升职场竞争力和就业能力。

素质教育：随着国民素质的提高和个性化需求的增加，素质教育需求日益旺盛。在线素质教育可以提供丰富、多样、有趣的学习内容，帮助用户拓展视野、培养兴趣、提升能力。

人工智能：人工智能技术可以为在线教育提供智能化的辅助功能，如智能推荐、智能评测、智能辅导等，提升学习效果和用户体验。

精准化定制：不同学生有不同的学习需求，在线教育平台可以通过数据分析和精细化运营，为每个学生量身定制学习计划、课程体系和辅导服务。

跨境教育：随着中国教育与国际接轨，在线教育平台也开始关注跨境教育市场。未来，越来越多的国际教育资源或教学资源将进入中国，而跨境教育市场也将进一步壮大。

Conclusion

综上，教育O2O行业的发展前景广阔，同时也需要面对一系列的风险和挑战。随着技术和市场的不断成熟，加上政府的鼓励和支持，教育O2O行业有望实现更好更长远的发展。