1 industry background
1. 1VR industry environment
(The picture above is from iResearch. com)
1.2 online education environment
According to the data of Aisui Consulting, the online education market in China in 20 18 was 2.5176 billion yuan, up 25.7% year-on-year. It is estimated that the growth rate of the market scale will remain between 16-24% in the next 3-5 years. The growth rate continued to decrease, but the growth momentum remained stable. The increasing acceptance of online education by users, the gradual development of online payment consciousness and the improvement of online learning experience and effect are the main reasons for the continuous growth of online education market.
(The picture above is from iResearch. com)
Summary:
In addition to the policy environment, social environment, technical environment and economic environment, with the improvement of VR technology and people's attention to education, the combination of VR and education is getting closer and closer, and users will pay more attention to this new teaching method with both content and user experience.
1.3 Market Status and Development Opportunities
1.3. 1
Blackboard tolerance statistics 12 VR+ education related enterprises. Judging from the number of industry companies, this track does have a lot of player space compared with other tracks. The investment stage of the whole industry is still in the early stage, and the business model needs to be polished, so it is difficult to be recognized by the capital market at present.
(The picture above is from the blackboard insight)
1.3. 1 development opportunities
(1) The 5G era provides "infrastructure" for VR development.
VR is extremely sensitive to transmission fault tolerance. With the advent of the 5G era, the obstacle avoidance of VR in transmission will be opened, and the problems that plague the application of VR technology in mobile terminals will be solved, which may be accompanied by the decline in the cost of VR infrastructure equipment.
(2) The track of quality education is hot, and VR has the opportunity to break the barriers of time and space.
The track of quality education includes steam, aesthetic education, physical education and the cultivation of quality of life. And the emergence of VR technology will break the space-time barrier of quality education in the traditional sense to a certain extent.
2 Competitive product selection
VR education is mainly based on immersion and interaction. Users need to experience 360-degree full-motion video in VR and interact with teachers. In view of the fact that VR technology is rarely used in the education industry, CCtalk and live classroom of learning and thinking are selected, which are currently in the leading position in the education industry. CCtalk is a real-time interactive educational platform, which mainly provides online educational tools and platform capabilities for knowledge transfer and sharing. The live classroom of Xueersi online school uses technology empowerment education to build more perfect and personalized teaching products and services through artificial intelligence technologies such as man-machine dialogue and voice evaluation.
3 competitive product analysis
3. 1 Positioning and function
3. 1. 1 product positioning
CCtalk
Education Taobao provides one-stop service of online live broadcast, community marketing and education service, and creates a closed loop from content production, sharing, dissemination, sales and service. CCtalk is a real-time interactive education platform owned by Hujiang, which provides a relatively perfect online education tool and platform for network teachers, and provides learners with rich teaching content and a * * * community environment for learning together. Hui ju Tian Wang Xia Shi
Tencent classroom
Tencent Classroom is a professional online education platform launched by Tencent, which brings together a large number of high-quality educational institutions and famous teachers. It consists of many online learning quality courses such as vocational training, civil service examination, TOEFL IELTS, textual research and grading, oral English, primary and secondary education and so on. To create a classroom where teachers teach online and students learn interactively in time. Open online education platform is a professional online education platform that provides users with rich curriculum resources and better learning experience.
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CCtalk
Education Taobao provides one-stop service of online live broadcast, community marketing and education service, and creates a closed loop from content production, sharing, dissemination, sales and service. CCtalk is a real-time interactive education platform owned by Hujiang, which provides a relatively perfect online education tool and platform for network teachers, and provides learners with rich teaching content and a * * * community environment for learning together. Hui ju Tian Wang Xia Shi
Tencent classroom
Tencent Classroom is a professional online education platform launched by Tencent, which brings together a large number of high-quality educational institutions and famous teachers. It consists of many online learning quality courses such as vocational training, civil service examination, TOEFL IELTS, textual research and grading, oral English, primary and secondary education and so on. To create a classroom where teachers teach online and students learn interactively in time. Open online education platform is a professional online education platform that provides users with rich curriculum resources and better learning experience.
3. 1.2 target users
(The picture above is from Baidu Index)
(The picture above is from Baidu Index)
(The picture above is from Penguin Zhiku)
Summary:
3. 1.3 Competition user scale
Summary:
Judging from the trend of the past six months, the user scale of Tencent classroom shows periodic changes, especially on rest days, indicating that most users use this product on weekdays. Cctalk, however, has been growing slowly in the past six months and has remained horizontal. It can be seen that for the group aged 20-29, the demand will not change with time, showing a stable trend.
3.2 Product structure
3.2. 1 product architecture
CCtalk:
Tencent classroom:
Summary:
Similarities:
From the comparison of product structure diagram, both products have set up entrance-oriented course learning sections from four aspects: recommendation, search, classification and courses already learned.
Difference:
Cctalk can order courses directly from the PC side, while Tencent Classroom can only display the selected courses on the PC side, and you need to go to the web side of the course homepage to select new courses. Cctalk's social interaction with teachers.
functional flow diagram
CCtalk:
Tencent classroom:
3.3 Design and Technology
3.3. 1 brand logo
CCtalk？ Tencent classroom
From the design point of view, both products have chosen the simplest blue and white design style, which is simple and quick.
Cctalk's icon design capital C is the abbreviation of CtalkC, which makes users simple and clear.
Tencent classroom is a college with a sign of fast-forward video, which shows that it is a professional video website full of significance.
3.3.2 Comparative analysis of functions
Comprehension course
This function is mainly to urge users to quickly obtain the list of course information they care about, and then judge whether the course is suitable for them, whether the decision is worth spending time and money on learning, dispel negative judgments, and finally realize course learning.
Cctlk:
Advantages:
Through the course introduction, users can know the class time and the content is more convenient for users to understand.
Disadvantages:
There is no communication channel with the teacher, just a brief introduction to the course.
No teaching certificate
There is no audition experience for paid courses, and users don't know the quality of products.
Tencent classroom:
Advantages:
Tencent's more humanized classroom design can directly communicate with customer service and judge whether it meets its own needs from the introduction.
It is helpful to find other courses by saying the category of the course.
Teaching certification makes users feel more at ease.
Contact information allows users to communicate with classmates and teachers.
Disadvantages:
You need to join a group to communicate, but you can't communicate with your classmates at the client.
There is no audition experience for paid courses, and users don't know the quality of products.
3.3.2.2 search
Cctalk:
Advantages:
Display popular search and historical search to help users search faster, so that users can search the same content repeatedly at different times, and the historical search function is obviously convenient.
Tencent classroom:
Advantages:
Displays popular searches for the convenience of users.
You can choose courses or institutions to make users choose more diversified.
Disadvantages:
The search history is not displayed in the search interface, which will be cumbersome for users who need to search the same content repeatedly at different times.
There is no filtering and sorting function in the search results interface, and users need to do a lot of viewing and comparison after searching, which increases the threshold for finding suitable courses and makes the experience very unfriendly.
3.3.2.3 classification
Cctalk:
Advantages:
The classification is clear at a glance and humanized.
Popular courses are marked for users to choose.
Disadvantages:
It's hard to find without a detailed classification.
The category label is placed at the top left of the page, which is too inconspicuous for users to find.
Tencent classroom:
Advantages:
The classification is refined, and the three-level title is set to facilitate the search.
Rich variety, convenient for users to choose.
Disadvantages:
There is no popular recommendation function.
3.3.2.4 suggested.
Cctalk:
Advantages:
Banna rolling recommended courses
Disadvantages:
There are few kinds, so it cannot be recommended by classification, and mechanization is recommended.
Tencent classroom:
Advantages:
Bannar rolling recommendation
Recommend courses according to interests to help users choose better courses.
3.3.2.5 learning interface
Cctalk:
Advantages:
There is a live interactive mode, which can communicate with teachers and classmates and improve users' interest in learning.
You can join the live broadcast group and learn to communicate later.
There is no need to force users to join the course, and they can attend classes as tourists.
Disadvantages:
Users can only watch PPT in class, which is not conducive to users' concentration and lack of interaction with teachers.
Tencent classroom:
Advantages:
There is a live interactive mode, which can communicate with teachers and classmates and improve users' interest in learning.
Disadvantages:
Users can only watch PPT in class, which is not conducive to users' concentration and lack of interaction with teachers.
Users must join the course to watch, and there is no travel mode.
[If! Support list ]4. ? [endif] business thinking
4. 1 operation mode
Cctalk:
Through the mode of not signing up for free lectures in the early stage, let users join in and increase their desire to buy classes.
Promote courses by letting users distribute courses and paying commissions to users.
Free to open, allowing users to open coupons continuously, increasing the frequency of users' use.
Tencent classroom:
Promote courses by letting users distribute courses and paying commissions to users.
Increase the diversity of courses by allowing institutions to enter for free.
By using coupons, users can purchase courses.
Relying on QQ, WeChat has a strong user base.
4.2 Profit model
Cctalk:
By recommending courses, advertising can be realized.
Collect platform commission by charging course fees.
Let users become webmasters and collection platforms.
Tencent classroom:
By recommending courses, advertising can be realized.
Collect platform commission by charging course fees.
By letting the organization settle in for free, the agency service fee is charged.
Through enterprise procurement, charge fees.
5 Summary and analysis
Cctalk:
CCtalk focuses on online live education, deeply cultivates online live broadcast and community learning, and serves the vast number of knowledge seekers and network teachers;
For the problems in the learning process, communicate and consult online at any time;
Quality courses and various course activities.
Tencent classroom:
Tencent classroom has its own social genes, supported by a large number of Tencent users, and has inherent advantages in obtaining customers.
Tencent's classroom cooperates with educational institutions and lacks distinctive self-operated courses, which leads to uneven quality of platform courses.
Tencent participated in the investment of many Internet products such as online, which led to internal competition and could not concentrate resources.