Lead
On the smart education hardware, the homework gang seems to play differently from several others. Although it slightly coincided with existing players in hardware such as learning desk lamps and learning pens, the homework gang began to seek differentiated competition and launched new hardware in multiple categories. Recently, in addition to the layout of learning headsets and home learning printers, Homework Help has also launched a 100-yuan intelligent hardware meow machine electronic flashcard.
First, do K12 inside the station, and aim at adults outside the station
As a brand of Homework Gang, the meow machine of education reform has successively launched hardware products such as the meow machine wrong question printer and the meow machine home learning printer F1. For three consecutive years, the brand has ranked first in sales in the field of wrong printers on Tmall and Jingdong platforms. Recently, homework gang has also launched a hundred-yuan intelligent hardware - meow machine electronic flashcard.
Homework help This small and convenient word memorization hardware, based on electronic ink screen technology, fits the important needs of the student group. Protects vision, is easy to carry, and facilitates users to make full use of fragmented time to memorize and recite words. Electronic flashcards integrate elementary, middle, high school, college, IELTS, TOEFL, GRE and other vocabulary. It supports English and Japanese, focuses on curve memory, and takes into account the needs of users to build their own personalized thesaurus. Electronic flashcards can also be charged for 100 days at a time, and its products are white red, white gray, mint green, and pure blue.
The meow machine electronic flashcard is currently priced at 149 yuan and is sold in multiple channels, namely the homework help APP, the e-commerce platform and the live broadcast platform, as well as the stationery offline stores and bookstores. Different channels attract groups of different ages, which is not common.
Whale Media saw in the homework help APP mall that more than 5,000 people have evaluated the meow machine electronic flashcard. According to the user portraits of the homework help APP, the users who pay to buy in the homework help APP mall are mainly distributed 18 years old and below.
But in the douyin live broadcast room, it is a different scene. "Homework Help Intelligent Learning Hardware" is the official account of Homework Help, which mainly introduces, publicizes and sells Homework Help's hardware products. According to the third-party platform, the account has sold a total of 7235 e-learning cards in the past 30 days, and its users are 55.56% aged 18-23, 23.61% are 24-30 years old, 18.05% are 31-40 years old, 1.39% are 41-50 years old, and 1.39% are over 50 years old.
Although there will be parents who buy for their children in the Douyin live broadcast room, more than 50% of the users in the user portrait are in the 18-23 age range. It can be seen that the full coverage of the meow machine electronic word card on the content side has played a considerable positive role, especially the circle-breaking behavior outside the APP end, which is helping the implementation of the strategy of the adult side for the next operation, and prying the new traffic entrance.
After summarizing the sales data of various channels of this electronic flashcard hardware, it is found that the user group in the primary school stage accounts for more than 40%, the user group in the middle school stage accounts for only 20%, and the user group at the high school and above stage accounts for more than 30%.
Second, differentiated entry word recitation
Interestingly, homework helps cut into English words on an unconventional path.
English words are divided into two business scenarios, one is "check" and the other is "back". Offline books have countless supplies to meet the needs of users to look up words and memorize words, and online in addition to the overlords of their respective fields, there are wolves around, such as scallop words, ink back words, non-memorable words, aurora words and so on.
Unlike the traditional word memorization APP, homework help uses the logic of "learning machine": after the user purchases the hardware, unlocks all the word content in the life cycle at once. This is consistent with the models of Backgammon, Youxue school, Reading Lang and iFLYTEK, but on the contrary, it is not the same as the amount of paid words purchased such as ink and ink memorization words.
Whether it's looking up words or memorizing words, commercialization is always a mountain in front of individual players. Trying to avoid implanting third-party ads in the APP has become the consensus of many English word players, so the income can only rely on some special means. For example, the ink and ink back words mainly feature the Ebbinghaus forgetting curve recitation method, and after experiencing a certain number of words, there will be a relatively obvious "effect externalization", and then buy more words.
Whale Media believes that homework gangs are not ambiguous in commercialization, nor can they be ambiguous. In the context of double reduction, open source and throttling are placed in front of the strategy of all education enterprises, and projects that can generate returns are possible to be established, and projects that cannot see commercialization results in the short term will be directly eliminated. That's why, instead of making a free section for memorizing words in the Homework Help APP, homework helper chose to give the heavy responsibility to the meow meow machine.
Usually memorize words online, just open a word APP. However, if you want to use the meow machine electronic flashcard of the homework help, you must download the meow machine APP, and then complete the connection between the meow machine APP and the electronic word card, and after importing the thesaurus on the meow machine APP, the user can use the meow machine electronic word card to recite the words. According to the news from homework help insiders and douyin live broadcast room, homework help has purchased the thesaurus copyright and will continue to update.
Meow machine flashcards have a differentiator. First, it can help users isolate mobile phone learning scenes and maintain concentration, which is not possible with all word memorization apps in the past. In addition, it extends to a new scene, the school scene. Subject to high-pressure management of students' use of mobile phones, using hardware is a good compliance option. Second, the use of hardware to complete word memorization is conducive to the operation to help break the situation of "word recitation product commercialization difficulties", and give full play to the advantages of the meow meow machine in hardware, break the single product line, and create more new products.
Third, from the operation to help the hardware layout to see the strategy
Homework Help's products on the hardware side include meow machine wrong question printers, home learning printers, electronic flashcards, etc., at the same time, Homework Help is recruiting purchasing specialists, test engineers, structural engineers, strategic analysts, product managers, user research experts and anchors in the direction of hardware business. Its investment in education hardware can be seen at a glance.
In addition to getting more revenue, we think we need to take a deeper look at job help.
First, as the absolute head player of the number of users in the K12 stage, there is no shortage of traffic in the operation help, even if there is a specification on the policy side, but product compliance will make its core function APP successfully soft landing. Whale Media also saw that its video Q&A on the new questions was more efficient and highly than other players in the same industry. However, the abundant flow of homework help, the lack of traffic monetization channels, subject content is subject to high-pressure control, learning hardware is one of the few commercial visibility of the good way out. Accelerating traffic monetization is the top priority of the current operation help and even the entire industry.
Second, hardware is a one-time paid product, which may have a referral, but rarely repurchases. For example, the audience of the meow machine electronic flashcard is relatively wide-ranging, no longer only for the traditional K12 population, to the university, adult stage, there is no shortage of potential users. Therefore, we believe that the products represented by electronic flashcards are actually part of the business of homework help adults.
The reason is the following three points. First, the tools of adult education and vocational education are not needed enough, can not accumulate stickiness, and need more traffic entrances; second, from learning hardware to learning courses, such as electronic flashcards that memorize words to four or six levels of training or examination and research English, the transformation is relatively silky; third, after the double reduction, most players enter the adult business, the water level of customers has been pulled up a lot, and reducing the cost of customer acquisition is an urgent need of every enterprise.
Third, the future hardware competition is the competition of products, and it is also the competition of traffic. Product is the fundamental guarantee, only differentiated products are possible to go out of the circle, otherwise it will fall into the English word APP competition circle, the big class live class competition circle, and eventually move towards the situation of "who has the money to buy traffic, who can get growth", therefore, Whale Media has long been optimistic about the development momentum of differentiated products, and we believe that there will be a large number of new products. In addition, if there is no traffic in hand, the hardware can only complete the conversion on the public domain platform, which means delivery and customer acquisition, which is not something that small and medium-sized players can afford.