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-year5567Ten thousand people, accounting for the total number of netizens32.9%; Mobile online education user size is3.24Billions of people, down year-on-year5550Ten thousand people, accounting for mobile phone users32.9%. In the first half of the yearK12The market as a whole has cooled slightly due to the tightening of market policies and the impact of the epidemic in the higher education market. In the second half of the year, with the improvement of the epidemic prevention and control situation, schools of all levels and types gradually returned to normal teaching order, and the scale of online education users rebounded, but compared with the pre-epidemic (2019Year6month) still grew0.86billion, the industry has great potential for development. According to data from the Champ Consulting Group, it is expected that2023Throughout the year, the number of online education users will reach3.1Billions of people, down year-on-year4.6%。

7. industry competition pattern

From the perspective of the regional distribution of my country's online education industry chain enterprises, my country's online education enterprises are widely distributed, and an industrial cluster led by Guangdong has initially formed. In addition, in areas where education development is more mature, such as Anhui, Fujian, and Beijing, the level of online education is also Get rapid development. From the regional distribution of listed companies, China's online education industry is mainly concentrated in Guangdong, Beijing, Zhejiang, Hunan, Jiangsu and other regions. Among them, Beijing is sitting on two old leading enterprises with a good future.(TA L.N), New Oriental(EDU.N)Anhui Province contains the leading vocational education institutions of all categories in China. (002607)As well as the upstream top technical support enterprises HKUST iFLYTEK (002230)。

Online education industry enterprises can be divided into three echelons. First echelon, with New Oriental(EDU.N)and good future(TA L.N)Mainly, revenue breakthrough100Billion yuan; the second echelon to public education (002607)and university education (000526)etc. Mainly, revenue in20-100Billions of yuan; the third echelon to Angli education (600661), Kaiyuan Education (300338), bean god education (300010)Such as enterprises, revenue in1500Billions of dollars or less.

Among the top 100 online education companies in my country, vocational education and education services have the largest number of companies on the list.28Home and21Home. Among them, the field of vocational education in the public education, China Accounting Network School, Gordon Education and other enterprises strong strength, education services in the field of science and technology, Star Net Ruijie and other enterprises leading technology.

8. Industry Risk Challenges

EducationO2OThe risks and challenges facing the industry are mainly in the following areas:

Industry Inventory Excess: Multiple EducationO2OEnterprises in the rapid expansion at the same time, ignore the inventory problem, resulting in the waste of educational resources and price war and other issues.

Policy risk: as education involves major issues such as the growth of minors and national interests, educationO2OIndustry under the guidance of the policy will be more healthy and sustainable.

Poor User Experience: EducationO2OIf the platform encounters inactive users, it needs to keep draining and cashing users in order to achieve sustainable profitability.

Technical Safety Hazards: EducationO2OThe platform involves a large amount of user data and privacy information, and how to ensure data security and user rights is an important issue.

9. industry development trend

Champ Consulting believes that the future, educationO2OThe industry will face more risks and challenges, but it will also usher in more opportunities and innovations. Vocational education and quality education will become the key development direction of the industry, artificial intelligence, precision customization, cross-border education will become the main development trend of the industry.

Vocational education: With the development of social economy and the change of population structure, the demand for vocational education is increasing. Online vocational education can provide flexible, convenient and efficient learning methods to help users improve their workplace competitiveness and employability.

Quality education: With the improvement of national quality and the increase of personalized demand, the demand for quality education is becoming more and more vigorous. Online quality education can provide rich, diverse and interesting learning content to help users expand their horizons, cultivate their interests and enhance their abilities.

Artificial intelligence: Artificial intelligence technology can provide intelligent auxiliary functions for online education, such as intelligent recommend, intelligent evaluation, intelligent tutoring, etc., to improve learning effect and user experience.

Accurate customization: Different students have different learning needs. The online education platform can tailor learning plans, curriculum systems and tutoring services for each student through data analysis and refined operations.

Cross-border education: As China's education is in line with international standards, online education platforms have also begun to pay attention to the cross-border education market. In the future, more and more international educational resources or teaching resources will enter China, and the cross-border education market will further grow.

Conclusion

Above all, educationO2OThe industry has broad prospects for development, but also need to face a series of risks and challenges. As technology and markets continue to mature, coupled with government encouragement and support, educationO2OThe industry is expected to achieve better and longer-term development.