Bet on the Xi machine pricing benchmark iFLYTEK, and Xueersi Youpin unexpectedly went out of the circle

China Times (www.chinatimes.net.cn) reporter Yu Yujin reports from Beijing

On the one hand, its live broadcast room Xueersi Youpin has poured into many consumers, and the number of fans has double Xi Xi d;

On December 19th, Xueersi, a subsidiary of Good Future, officially released the new xPad2 Pro series of Xueersi Xi machines, which was upgraded on the basis of the xPad1 of Xueersi's first-generation Xueersi Xi machine. At the same time, due to the public opinion turmoil of Oriental Selection, fans were lost, and Xueersi's live broadcast room became unexpectedly popular, although it was not as good at taking advantage of the situation as the Gaotu Jiapin live broadcast room, but the fans also increased, and on December 15, the name was urgently changed (formerly known as "Scholar Youpin") in order to enhance brand recognition. After the "double reduction", the good future, which had been in the doldrums for a long time, gradually "came to the bitter end" after relying on the learning Xi machine to turn around the loss.

Launched a new Xi machine

On December 19th, Xueersi officially released the new xPad2 Pro series of Xueersi Xi machines.

Zhao Puzheng, the person in charge of Xueersi Xi machine, said that many traditional Xi machines are "patchwork content + outdated hardware", which is difficult to ensure its professionalism and systematization, so the actual utilization rate and effect are very poor, and finally lead to an ultra-high ash eating rate.

At present, the Xi Xi machine covers 14 million minutes of video explanation, compared with 30 times - 40 times that of the traditional Xi machine. Zhao Puzheng revealed that the content of Xueersi Xi machine only costs about 8,000 yuan a minute.

According to the reporter's understanding, on February 6, Xueersi, a subsidiary of "long overdue" Good Future, publicly launched the first tablet-type intelligent Xi machine, and the initial price of the official flagship store of a platform was 4599 yuan, becoming the main intelligent hardware product of Good Future.

In May and June this year, Xueersi Xueersi Xi appeared in Li Jiaqi's live broadcast room three times, of which more than 4,000 units were sold in one night on June 15 Xi; According to IDC data, in the second quarter of 2023, the shipment of Good Future Xi computers will be about 90,000 units, ranking fourth in the domestic Xi tablet market, with a market share of 8.6%.

Dan Yucui, an analyst at First Shanghai, pointed out in the research report that due to the impact of the summer vacation and the 618 shopping festival, the sales volume of the Q2 learning Xi machine is estimated to be 100,000-150,000 units, an increase from the sales of 50,000-100,000 units in the previous quarter, and about 80% of the current buyers use it at least once a week, and its average daily usage time has gradually increased to about 1 hour.

Also with the hot sales of the Xi machine, Good Future has achieved the first turnaround after the "double reduction". Good Future achieved revenue of US$412 million in Q2 of fiscal year 2024, a year-on-year increase of 40.1%, and the net profit attributable to Good Future was US$37.902 million, compared with a net loss attributable to Good Future of US$787,000 in the same period last year.

Benchmark iFLYTEK

According to the reporter's understanding, under the huge market demand, the Xi machine brand emerges in endlessly, the current Xi machine market has formed a distinct competition pattern, backgammon, reading Lang and other traditional manufacturers, iFLYTEK, Xiaodu with strong scientific and technological attributes and educational attributes of Xueersi, Youdao and so on to become a transformation of manufacturers, there are many new manufacturers have sprung up, market competition is becoming more and more fierce.

It is reported that the initial price of Xueersi's latest Xueersi Xi machine is 8599 yuan (14-inch model xPad2 Pro Max) and 6599 yuan (12.35-inch model xPad2 Pro), which is significantly higher than the first generation of products, and is also benchmarked against iFLYTEK on the same track.

Some industry insiders told reporters that although the price of the learning Xi machine is higher in the future, directly benchmarking iFLYTEK, but because its teaching content is loved by parents, parents are likely to still be willing to pay for it, especially the winter vacation is coming, parents also need to prepare for their children's winter vacation Xi, and the launch of the learning Xi machine at this time is also to find the needs of parents.

It is worth noting that at the time of the corporate melee, the market will also divide the companies with Xi learning machine products into technical or educational schools, Good Future is regarded as a representative of the educational school because of the educational content "anti-fighting", and iFLYTEK is regarded as a representative of the technical school because of its technical advantages, but players from all walks of life do not seem to want to be labeled as such. Xueersi, who is an educator and embraces technology, also emphasized its own technical advantages when it launched the Xi machine.

In the process of releasing the new machine, the Xueersi large model MathGPT, which has been filed in November this year, also appeared, and Tian Mi, CTO of Xueersi Education Group, revealed that the Chinese name of MathGPT was determined to be the Jiuzhang large model. "Just like the chip is to a mobile phone, the Jiuzhang model is the AI chip of Xueersi Xueersi Xi machine, Xueersi's high-quality content plus Jiuzhang model, good content + good AI, to create the next generation of Xueersi Xi machine. Tian Mi said.

Xueersi Youpin fans doubled

"Small composition" set off a big storm, so that Dongfang Selection quickly lost fans, but unexpectedly made other education companies that switched to live broadcast to bring goods out of the circle, Xueersi live broadcast room unexpectedly became popular, although not as good at taking advantage of the situation as Gaotu Jiapin live broadcast room, but the fans have also risen, as of December 20, Xueersi Youpin fans have reached 663,000, compared with the number of fans on December 14 has doubled.

According to the reporter's understanding, in late August 2022, Xueersi launched a full-category live broadcast room Xueersi Youpin, and opened the first live broadcast, and the person in charge is Ma Jiangwei. However, the business has been tepid for a long time, and with the hot sales of smart hardware, Good Future has also adjusted its business focus.

As soon as the evening session opened on December 11th, a large number of old fans poured into the school and thought about Youpin, and as the number of people in the live broadcast room rose, more and more fans began to come to the live broadcast room with the "Oriental Selection" light sign.

On December 14, Ma Jiangwei, vice president of Good Future, appeared in the live broadcast room, and the number of fans of Xueersi Youpin reached 297,000 that night, and the highest number of online people in the live broadcast exceeded the 10,000 mark. According to the official data of Xueersi, on the same day, the highest number of real-time online users reached 16,000, and the single-day turnover was nearly one million yuan.

Internet analyst Zhang Shule said in an interview with a reporter from the "China Times" that the renaming of the Xueersi live broadcast room is to strengthen the IP color, and at the same time highlight the live broadcast and boutique temperament, which is also an option to "copy homework with good grades in the class".

"The reason for the renaming of the Xueersi live broadcast room may be to better adapt to market demand and brand positioning, and it may also be to better highlight its educational attributes and brand characteristics. Jiang Han, a senior researcher at Pangu Think Tank, also analyzed to this reporter.

On the evening of December 16, Peng Zhuangzhuang, president of Xueersi, appeared in the live broadcast room of Xueersi, announcing that the female anchor Chengcheng would be promoted by 4 levels in a row, and let her join the sequence of senior executives and participate in executive meetings and company decisions. The next day, on the evening of December 17, the number of online users in the live broadcast room of Xueersi exceeded 80,000.

And with Sun Dongxu's "class", Yu Minhong concurrently served as the CEO of Oriental Selection, and the protagonist of the incident, Dong Yuhui, obtained the identity and interests he deserved, and the boiling turmoil gradually subsided, can the other live broadcast rooms that benefited from this turmoil continue to maintain their popularity? Zhang Shule thinks.

"Whether the live broadcast room of Xueersi can take advantage of the situation to get better development also depends on its future operation strategy and market performance. Although the number of fans in the live broadcast room has increased, there is still a large gap compared with the live broadcast room of Gaotu Jiapin, and in addition, the live broadcast room also needs to face the challenges of other competitors and the uncertainty of market changes. Jiang Han further said that therefore, Xueersi live broadcast room needs to continue to innovate and optimize its products and services to improve user experience and satisfaction, in order to achieve better development in the market competition.

However, for this unexpected "leakage" Good Future seems to have maintained a consistent low-key style, and a relevant person from Good Future told the "China Times" reporter on December 14, "At present, there is no traffic purchase plan, and I still hope to retain old users and attract new users through the" excellent products ", maintain respect and awe for traffic, and will do everything possible to leverage a larger level of traffic." ”