Since marketing costs are inevitable, how can we improve the efficiency of the recipientsOnline educationMore valuable ways are also being explored by companies for the educational institutions of pioneers。
The byte beat system, the fastest-growing product matrix in internet products in recent years, and the natural gene in marketing, is one of the greatest advantages of the byte-paced education track -- not only is it a flow advantage, but it is a deep recognition of marketing efficiency。
From royongho's vernacular to the introduction of brand ads in the whole byte system, byte beats are rarely pushed and brand ads in the same way as in previous educational institutions, but more in the form of “one-size-fits-all” new media。
And one of these results-oriented internet companies has put another focus on “breathing” on treasure hunting。
On-line education with a concentration of supply and demand
You can buy lessons for your kids. This looks like a wonderful shopping scene, but it's the same mother-user behind it, either the main buyer of treasures or the buyer of education courses。
Ms. Li, a beijing parent, told business data pie that during the current year of the epidemic, all the online courses had been changed to online, and that only online courses had been considered if the children were to be placed in junior secondary classes. When the internet was purchased, a “learning to be child-friendly” textbook was discovered, and a single set was prepared to accompany the online course and provide the children at home. In addition, she found that mother-in-chiefs such as li xian, sydney, and huco were selling education courses, “it would also be considered if appropriate”。
Electrician service providers similarly felt market changes. “we used to work as electricians for mother-and-child products, and this year we started working with educational institutions.” an electrician operator revealed。
The demand for and supply of online education is pouring in on both sides。
According to the business data school, the number of fans at skycat flag shops in the new east is now over 428,000 and 393,000, respectively, while at the end of february 2020 the total number of trainees in the promising future was 4. 64 million. Ape mentors, fluently speaking, have 60. 000 and 52,000 fans at skycat flag shops, and some 13,000 fans at the operational club, which is still accumulating。
The three byte-jumping products mentioned earlier, however, have three different shops in skycat to perform matrix operations. The current number of fans is low owing to the short time available, but the user's rigid demand for this type of product is already visible from the interaction in the comment area。
What do you see in the school? The high rate of conversion of traffic is the first to be hit, and the user is highly motivated, and the shopping app is opened for search and billing, while shop fans are not only paying users, but also repeat purchase。
The fact that most of the products in the stores of the above-mentioned educational institutions are mainly teaching materials and regular quiz shows that the institutions are now using treasure hunting as a channel to stabilize the flow of customers。
In the traditional way of pushing, after general online access to user information by educational institutions, there is a need for further telephone communication and an invitation to test lessons, leading to the transformation of formal classes. The transformation of each step means a high loss rate, which is about 17. 5 to 20 per cent from the market to the experience course。
In addition to advertising costs, telemarketing teams are also high-cost centres for educational institutions, such as the one-to-one e-sales team for the english-language learning platform vipkid, which was close to 10,000 people at one time, and the one-size-fits-all e-seller team for the english language and the guangjiang。
In an interview with 36 kryptonites, the general manager of the department of pedagogical education said, “at present, skycat books are the first main channel for selling teaching materials on the supplementary line, when the net is second in line”
The users of the search material on the treasure hunt are already precise potential customers, and in the related browsing they will see the trial session packaged as a “sales promotion session”, which, if they take the initiative to do so alone, means simply jumping to the third step of the market transformation “experience session”。
In other words, access to the electrician channel not only allows direct precision to reach the user, but also increases efficiency and reduces the cost of inefficient traffic through relative downward push, telemarketing and advertising。
According to the founder of the programming cat and ceo lee tiancai, the catcher of commercial competition has been upgraded from carpet marketing to precision and efficiency. For quality education institutions, the competition with general guidance institutions for advertising is extremely high. Instead, it's the value of this year's focus on running electric power channels。
Educational institutions do not spare any traffic entrance, but are necessarily “necessary options” for low-cost, high-transformation platforms。
But the flow alone must not be enough。
From flow thinking to service thinking
In march 2020, the ministry of quest education was inaugurated. This sector, which parallels the cluster economy, the treasure industry, the c2m, and the content electrician, reports directly to jiangfan, the director of the treasurecat。
On 22 june, a “100 million new students programme” was launched with the goal of helping 1,000 educational institutions to find 100,000 new students in each of them over the next three years。
Reconstructing the education business with the determination of treasure hunters is the result of changes in user demand. According to the data, in january-july 2020, the number of searches on treasure-hunting commodities for education and training nearly doubled, with an increase of 7,000 admissions to educational establishments, with an average of 1,000 establishments operating each month。
At the present time, there are vocational education, language training, hobbies, k12, etc., for which users are 18-30 years of age, mainly university students and starters。
According to huang, instead of reconstructing a culture industry in the treasure-hunting and ali economies, treasure-hunting education is about reshaping the supply and demand chain around knowledge that has emerged behind 800 million users and hundreds of millions of commodities。
To this end, treasure-seeking education will change the orientation of previously purely flow platforms and provide more services such as marketing, c2m, financial services, etc. To host institutions。
According to huang, the average cost of marketing for the entire industry is about 30 to 40 per cent, which means that the profit space is fully used for enrolment, and the cost of really spending on teachers, course development and overall good delivery is very low, because everyone is fighting for their own supply chain and real commodity trade solutions。
“if today's platform can solve the problems of enrolment in these institutions, the problem of the transformation of new sources of learning, and focus their attention on the standardization of the curriculum, the continuous development of the curriculum, it will first unleash their creativity.”
Apart from zhuminhong in the new east, entrepreneurs in a number of small and medium-sized educational institutions are excellent teachers who are strong in content-building and curriculum development but are not necessarily good at business extension。
The “neighborhood” of the education system would be a win-win situation for the “artistic profession”。
Concluding remarks
From 2013 to date, internet companies have paid enormous learning costs on education tracks, with only a few head companies running out of countless education companies。
Byte beats enter education from the point of view of content and product, while pedagogy is used as a platform and tool for onlineizing education and based on different points of departure。
Online education players have gradually developed products that balance learning experience with scale, and the long-awaited subversive changes on this golden track may indeed be imminent if high-quality low-price marketing pathways are given。
