Recently, at an online education salon in Beijing, Taobao's internal head revealed that Taobao may further strengthen the development of education and training e-commerce, and may launch the "Taobao students" education channel in the near future. This news is undoubtedly a big bomb for the industry, and even caused a lot of panic. "Everyone is scrambling to do & lsquo; education Taobao & rsquo;. I didn't expect to bring the real Taobao.".
"Education Taobao" is causing panic in the industry
Yu Minhong, chairman of New Oriental, once asserted that with the development of modern technologies such as the Internet, the online education industry will usher in subversive changes, with 'online accounting for 40% and offline accounting for 60%. This happens in the next 3-5 years'. Yu Minhong's words have left a huge imagination space for online education entrepreneurs in China, and many institutions have shouted slogans such as "Taobao in the field of education".
Recently, a reporter from Beijing business daily learned from an online education salon that Taobao, which has been planning for half a year, may further strengthen its layout in the field of education and training this year, and launch a vertical channel of independent secondary domain name "Taobao students". It can be seen from the operation ideas displayed by the relevant principals of Taobao education that the "Taobao students" internal beta has taken shape. The channel will aggregate the functions of offline education o2o and online education video live broadcast. Its online live broadcast course will cover all the mainstream education fields at present, from K12 entrance examination to vocational skills training.
The emergence of Taobao students is undoubtedly a big bomb for the online education industry. Zhang Diou, CEO of online school.com, lamented that "before, everyone was competing to do & lsquo; education Taobao & rsquo;, which brought real Taobao.".
"Taobao education will bring some impact on institutions of all sizes. For example, the famous teachers of New Oriental or XRS are likely to work alone on Taobao platform without the original organization. The huge flow of Taobao solves their student source channel; without the added value of the organization's brand, they have more advantages in pricing. "Said Pan Xin, vice president of New Oriental online.
First integrate the market and then explore the profit model
It has been agreed that online education will become a gold mine in the future, but for most entrepreneurs, the profit model is still a headache, and the whole industry is still in the stage of burning money. For Taobao students, the confusion of profit model also exists.
According to reports, before the official launch of Taobao students, Taobao's educational product transactions were mainly under Taobao's local life education and training category. At present, the average daily trading volume has reached the order of millions of yuan. According to this calculation, it should not be a problem to complete the transaction amount of more than 1 billion yuan in the year. Although it is relatively high in the field of education and training e-commerce, it still has less than 1% share in the whole industry. "Dao Zheng, director of Alibaba's local life business department, thinks that education and training is an important industry for local life. At present, there are multiple channels such as jusuanshui and classified information platform on Taobao life platform to promote the development of education and training industry in the field of e-commerce. The e-commerce of education and training must be the future trend.
Wang Fei (pseudonym), the operation manager of Taobao education and training industry, believes that 'online education is still in a state of disordered development as a whole; The emergence of Taobao will play a more integrated role in the market. We hope to use this platform to bring in high-quality platform providers, institutions, teachers, courses and other resources. Taobao will focus on platform services, transform more internal traffic of Taobao, and play a & lsquo; role in attracting customers & rsquo; for the businesses or individuals who enter.
From the perspective of Taobao's future layout, it will be a hybrid platform model of 2B + 2C. On the one hand, for each training institution, the institution can provide live teaching on it; on the other hand, for any ordinary user, any user with a skill can publish courses in Taobao students or apply for online live broadcasting permission. At the same time, 'Taobao students' is not only an online education platform, but also a combination of o2o mode and pure online mode.
'the most important thing in the early stage is to do the user experience first. As for the profit model, Taobao is not in a hurry. Our goal is still to do more for the current education industry, provide better teaching platform for institutions and knowledge providers, and provide more training options for consumers. "Wang Fei said.
Wang Fei also said that due to the service nature of education, not physical goods, Taobao's traditional system accumulated in e-commerce is also facing challenges. 'technically, it's not a big problem, the key is the concept. For example, the payment problem, the traditional commodity trading is instant payment, Alipay trusteeship, but the general span of education and training will be very long. There are many unstable factors. If you are not satisfied with &lsquo, return &rsquo, your &lsquo, return &rsquo, standard, process and so on will be difficult to measure. '
Giant's' disruption 'accelerates online education shuffle
"If Baidu, Tencent and other companies had a wait-and-see attitude before entering the field of education, Taobao's accession is undoubtedly more symbolic. Online education will leave the situation of independent institutions and enter the era of giant disputes. "Said an education industry observer.
According to Lao Lin, deputy director of YY education, because the market is open enough, more Internet giants are joining in. There will be many similarities between 'YY education and & lsquo; Taobao students & rsquo;. However, we welcome it. Only more strategic partners join in, can emerging online education cultivate mature markets faster, which makes convenient experience an indispensable habit for most users. '
The founder of an online education platform believes that with the intervention of giants, the market shuffle of online education industry will be further intensified, and the trend will be more and more clear. 'pure online institutions bear the brunt first. Before they can establish their own defense barriers, giants have come in. Next year, the market reshuffle will be very fierce. Many institutions will either be acquired or die. O2o and vertical institutions may have another two years. If such institutions can form their own defense barriers, they will form differentiated competition. '