Before the introduction of the double reduction policy,**The content side of education has better profit margins and repeat purchases than other categoriesTherefore, the "importization" of products has also become the easiest path for brands to pursue profits. And the vigorous and resolute work of double reduction, from a certain point of view,Instead, these phenomena have stepped on the brakes.
According to the requirements of the "double reduction" policy, academic training has been suspended, and education enterprises that have not yet been listed are also strictly prohibited from listing for capitalization operationsIt is strictly forbidden to use tools such as "photo search" ......This set of regulatory combinations punches out,The stock prices of many education Chinese concept stocks began to rise.
In the face of changes in the general environment, many ** education players have also arrivedIt has opened the road of transformation and survival. Some ** education players choose to turn left and start to lay out quality education;There are also ** education companies that choose to turn right and increase the field of educational intelligent hardware.
The field of educational intelligent hardware is not a big hot outlet. So, why do so many ** education platforms choose to enter the field of educational intelligent hardware?
On the one hand:The transformation of educational players is imminent. Taking Gaotu Group (who to learn from) as an example, according to its 2020 Q4 financial report data, the revenue of K12** courses is 197.5 billion yuan, an increase of 155 percent year-on-year6%, accounting for 8933%；Cash receipts for K12** courses are $292.3 billion yuan, accounting for 92% of the company's total cash income90%。For the entire fiscal year 2020, K12** course revenue was 623.7 billion yuan, an increase of 265 percent year-on-year5%。
Although the proportion of K12 business in education companies such as New Oriental and NetEase Youdao cannot be compared with that of Gaotu Group, as the education giants continue to expand their K12 business, their capital investment will naturally not be small. Now, the implementation of the "double reduction" policy means that companies must cut off the "cash cow" of academic training. For education platforms, it is undoubtedly the loss of important revenue**, so companies urgently need to transform to find new revenue growth points.
On the other hand, there is a broad market in the field of educational intelligent hardware. Affected by the new crown epidemic, not only the education industry has entered a period of rapid development, but also the education intelligent hardware has been rapidly popularized.
In addition, the favorable policy is also an important reason why the field of educational intelligent hardware is being chased by the competition. In 2016, the Ministry of Industry and Information Technology issued the "Special Action for the Innovation and Development of Intelligent Hardware Industry (2016-2018)", proposing to strengthen the intelligent improvement in education and other fieldsIn 2018, the Ministry of Education issued the "Education Informatization 20 Action Plan", which proposes to promote the model reform and ecological reconstruction of education under the support of new technologies.
*Players in the education field choose to increase the size of education intelligent hardware, although it has a certain relationship with the overall changes in the industry, but it is not a blind choice, but a certain consideration.
First, content can empower hardware products. High-quality content is the core competitiveness of various education platforms that can stand out from the industry melee, and the education platforms that can now occupy a place in the field of education have their own areas of expertise. WhileHigh-quality content will also become the best help for education giants to transform into hardware.
Secondly, the brand effect helps the hardware product to gain popularity. Compared with the unfamous educational intelligent hardware products, users are often more inclined to choose products with a certain reputation, and now many education giants such as New Oriental, Good Future, NetEase Youdao, Homework Gang, Taiai Lianlian, etc., have successfully gained popularity and gathered a group of loyal users. And after they transform into educational intelligent hardware, itsTo a certain extent, brand influence will still affect users' choice of educational smart hardware products.
Finally, there is also a certain foundation for educating players to do hardware. Although before the implementation of the "double reduction" policy, the education giants did not just start to make educational intelligent hardware products. As early as 2014, New Oriental launched an educational hardware product - OK e-NotebookIn 2017, Homework Gang launched an intelligent error learning machine (Meow Meow Machine), and won the top 1 in the domestic e-commerce printer categoryIn August 2019, NetEase Youdao released NetEase Youdao Dictionary Pen 20。Taiai has launched the "family class" visual all-in-one machine. It can be seen that the transformation of intelligent education hardware is not a hot-headed idea, but has a certain foundation.
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