2018 China's Online Education Sector Report

Source:iResearchFebruary 22,20192:32 PM Overview Unlike US and Japan, China has its own soil and development path for online education sector. From the perspective of product technology, business models, marketing, policy environment, etc., the first round of gold rush is almost over, but there is still vast potential for future growth. In addition, hopefully, paid knowledge will be the next entry of traffic, effectively improving the financial models and boosting the development of online education. 


1 Basic Data: After Five Years of Fast Growth, Market Profile Has Taken Shape
1.1 Online Education Is no Longer Something New
1.2 The Market Is Over 250 Billion Yuan and Keeps Growing
1.3 Paying Users Exceed 130 Million
1.4 Adult Market Prevails and Young Children Market Develops Fast Example: B2B2C Platforms Mainly Offer Adult Courses
1.5 Market Competition Landscape
(1): New Entrants With Different Background Leads to Fierce Competition
Market Competition Landscape (2): Leading Enterprises Emerged and Market Competition Landscape Has Taken Shape
Market Competition Landscape (3): Top 4 Enterprises Account for 6.5% of Revenue, Indicating Low Concentration
Market Competition Landscape (4): Market in 1st-tier Cities is Saturating and Competition in 2nd-tier Cities Just Started
1.6 Online Education Develops Rapidly But Offline Education Is Still The Mainstream
1.7 Why Online Education Overturn Offline Education?

2 Product Technology: All Market Segments Are Developed and Preliminary Exploitation Is Finished
2.1 Development of Online Education Products in All Market Segments
2.2 Preliminary Exploitation of The Adult Market
2.3 Preliminary Exploitation of The Young Children Market
2.4 Preliminary Exploitation of Application of AI in Some Links
2.5 Preliminary Exploitation of Application of AI in Some Market Segments
2.6 Basic Trends: Fully Online and Intelligent Example: Songshu AI

3 Business Model: After Ups and Downs, The Basic Logic is Clear
3.1 Overview of Business Models in Online Education Sector
3.2 “Live Streaming Video” Support Business Models
3.3 “Live Streaming Video + AI” For Business Model Consolidation
Example: Zhangmen
3.4 Paid Contents/Membship Fee/Value-added Services Will Eventually Be Integrated
3.5 Core Indicators For Sound Business Models

4 Marketing: Fierce Competition and Slowing Down Growth Rate
4.1 Overall Marketing Strategy in Online Education Sector
4.2 Status of Advertising-centered Marketing
4.3 It’s Direct to Place Advertisements But Social Channels Are Still Important
4.4 Channels of Dividend Keep Changing and The Key Is to Seize Opportunity in The Window Period
4.5 Future Development Directions From The Perspective of 4P, 4C and 4R Marketing Theory

5 Policy Environment: Increasingly Strict Regulation and End of Wild Growth
5.1 Overviews of Policies Concerning Education Industry
5.2 Policy Regulation Just Started in Online Education Sector
5.3 K12 Online Education Is The First to Be Strictly Regulated
5.4 Online Education Is More Easily Affected by Policies Than Offline Education
5.5 Intentions of Education Policies 5.6 Some Market Segments Enjoy Good Macro Environment and Policy Opportunities

6 Outlook: Embracing Next Round of Gold Rush
6.1 Strategic Significance of Education Policies For Development of Online Education
6.2 Rich Soil For Development of Online Education in China
6.3 Unique Development Path of Online Education in China
6.4 Comparison of Soil For Development of Online Education in China, US and Japan
6.5 Different Positioning of Online Education Sector in China, US and Japan
6.6 Referential Significance of Online Education in US and Japan For That in China
6.7 Combination of Online Education and Paid Knowledge Is Something to Look Forward to

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