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Learn the Xi machine and capture Haidian's mother

Learn the Xi machine and capture Haidian's mother

Learn the Xi machine and capture Haidian's mother

Written by | Shi Yuhan

Edit | Gong Zheng

"My son calls me Dad, I call my son Brother", "Ninety-nine forty-five, Dad dances with a broom".

I believe that the parents of this "family with divine beasts" should be familiar with these jokes. Nowadays, a secret passed down by word of mouth among many parents is: don't tutor your children with homework if you have nothing to do, because this is a "high-risk occupation", at least let yourself know in advance that your child is really not a genius student, or at worst, it will directly break out a homework war between two generations.

But there are also some parents who are not convinced and have carried out "self-help", and they have set their sights on the "learning Xi machine" - a kind of burden reduction artifact that says "a machine is in hand, and the homework will be let go from now on". Various brand merchants have also seized the pain points of parents and have cut into this market.

So, the question is, does the learning Xi really work?

#01

The mother of the school bully who plays the Xi machine well

"My family has bought 15 Xi machines from 9 brands. ”

The domineering person who said this sentence was Guo Wen, a mother from Haidian, Beijing, who graduated from 211 University. Her family has three daughters, who are "entrenched" in the three academic stages of primary school, junior high school and high school.

Guo's mother is a fast-talking person, and her strong aura is ready to come out from the speed of speech. According to the imagination of ordinary people, this nightly tutoring homework is likely to be chickens flying and dogs jumping, lions and tigers roaring at each other. However, Guo's mother said, "Actually, it's okay. ”

The "artifact" of keeping tutoring homework off the fire, Guo's mother attributed part of the credit to the Xi machine.

"Objectively speaking, the learning Xi machine will definitely work for parents to reduce the burden and train children. ”

The first contact with Xi machine began in 2020. Guo's mother recalled that she was taking her children on an overseas vacation at that time, and stayed overseas for more than 2 months in order to avoid danger after the epidemic broke out in China. In order to follow up on her studies, Guo's mother took it out

iPads allow children to learn and take classes online.

But then it turned out that

It is inevitable that there will be content that adults have seen on the iPad, and it is not convenient for parents to supervise - "I can't always sit next to my children and watch them do their homework all the time, unlike the current Xi machine, which has a parent port to facilitate supervision." So I started trying to buy a Xi machine. ”

Before learning Xi machine, Guo's mother had bought all the point readers, Xi desk lamps, and dictionary pens on the market.

"These things can only solve one function, not practical, some machines only have this learning Xi courseware does not have that, get to find information everywhere, download expensive and time-consuming. The learning Xi machine is more like a comprehensive product, with various courses, homework pre-Xi and correction, and teacher explanations all included, which seems very convenient. ”

Guo's mother first bought iFLYTEK, which focuses on AI intelligence, and then bought squirrels, Xiwo, little ape learning and training machines, homework help, and Xueersi in the next 3 years.

Why did she buy so much, Guo's mother replied with four words: "the best of the best". "Which is good for the child, what is used for the child, the learning Xi machine is a new thing, and the trial and error link is necessary. Guo's mother said.

Learn the Xi machine and capture Haidian's mother

Figure | Part of Guo's mother's home Xi machine

Unlike other parents who bought Xi tutoring products and "unloaded" all responsibilities to the machine, Guo's mother used the learning Xi machines of major brands and summed up a unique set of experience, and also changed herself from a customer to a "product manager".

When the child goes to school, Guo's mother studies the courses and Xi questions on the Xi machine at home, what homework corresponding to the classroom knowledge points the child should do when he goes home, and which brand of Xi machine has more complete homework and better teaching.

Secondly, as a new product, learning Xi machine will inevitably need to be improved in the course teaching. At this time, Guo's mother became a "parent representative", and talked to the customer service of various brands to supervise improvement.

"If you don't do it right here or there, I will give suggestions and supervise, after all, it's for children. In this process, I will find that some brands have no mind or ability to change. Xi Every time I put forward an opinion, the teachers and product developers behind me communicate with me, which makes me trust that they are serious about doing it. ”

It has been 3 years since she first used the Xi learning machine, and Guo's mother has a very systematic understanding and summary of the learning Xi machine. As a parent, one of the most intuitive "gratitudes" of Guo's mother is that learning Xi machine helps her "save the pain of driving to the training class every day".

"In the past, I had to take my daughters to the training class every day, and the teachers of many training classes had a lot of nonsense when they were lecturing, and they could only talk about 1-2 knowledge points in 1 hour. But the learning Xi machine can be learned at home, and in the teaching video, the language of the teachers has been refined, and the teaching efficiency is very high. ”

Observing the children's preference for learning Xi machines, Guo's mother said frankly: "As long as you take out the machine, they are happy." This generation is interested in screens and interactions. If you want to worry about your eyes, you can also write with your eyes, and the screen eye protection of the Xi machine is getting better and better. ”

Regarding the fact that the learning Xi machine is getting more and more expensive, and the most expensive one has exceeded 10,000 yuan, Guo's mother also sees it very openly: "It's nothing at all." As long as the product is well-made, it is not expensive to exceed 10,000 yuan. When I went to the training class, I couldn't stop it at all. A learning Xi machine, all the teaching and auxiliary materials are loaded into it, as long as the courseware is excellent, tens of thousands of yuan is also very cost-effective. ”

Guo's mother is a representative of her parents, Zhang Yang's parents, who live in a fourth-tier city in Hubei, a major education province, are also considering buying a Xi machine recently. "Unlike Beijing, which has famous teacher resources, we are in a small place, and we hope to keep up. We welcome a class like the Learning Xi Machine that brings together a lot of high-quality teachers. ”

Some Xi machine brand merchants told the "True Story Research Room" that when the Xi machine first came out, parents in first-tier cities used it a lot, and their demand was to peiyou, and third- and fourth-tier cities used to use it less, but now sales have also risen, and a large part of this is because parents want to keep up with the first-line teacher courses.

In addition, "I want to reduce the burden on myself and not to erupt every night, which is a tacit secret of all parents in the country." ”

According to the data of the Xi machine industry, the current number of Xi machines in the Chinese market is 5 million, which is not too large, but the market is growing at a rate of about 15%-20% every year, and the prospects are optimistic about the industry.

#02‍

Which learning Xi is good, first understand its 30-year development history

Many parents buy school Xi, and the most priority question is which brand to buy. To answer this question well, you might as well understand the history of players in this industry before you can make scientific judgments.

Don't look at the market stock of only 5 million units of the Xi machine, but it has been done by many players with different backgrounds. It's not a new industry, it's 30 years old.

In 1993, after Duan Yongping came out of the Department of Economics of Xi Chinese University, he came to Zhongshan, Guangdong Province and made the first generation of products known as the ancestor of the learning machine - Xiaobawang learning Xi machine.

This is a product that combines the Xiaobawang game console and the computer Xi card, and it became the first learning Xi machine in the lives of many post-80s generations. Its advertising slogan - "You shoot one, I shoot one, Xiaobawang is out of the school Xi machine" is still easy to attract a sigh of "Ye Qinghui".

In 1995, Duan Yongping founded BBK. 3 years later, BBK began to attack the hardware education market in a big way, repeaters, electronic dictionaries, point readers, tutors one by one, it has been more than 20 years, popularizing this kind of product mind among the public, and also making themselves bigger. According to market rumors, BBK's Xi machine business has annual sales of more than 5 billion yuan.

When Xiaobawang was "rampant" in the market, there were also Wenqu Xingxue Xi machines (Xue Xi machines were listed in 2001, and its electronic dictionary was born in 1993), Newman early education machines and other products of the same period.

Learn the Xi machine and capture Haidian's mother

Figure | Backgammon reader advertising is deeply rooted in the hearts of the people

Since 2019, that is, after nearly 30 years, four types of new players have begun to concentrate on the Xi market. There are many factors that stimulate this market, such as the popularity of the concept of education + Internet, the experiment of technology to promote education, and the boom of online and offline complementary learning Xi.

These four types of players can be roughly divided into AI faction, hardware faction, K12 Internet online education company faction, and offline education and training institution faction.

Learn the Xi machine and capture Haidian's mother

Figure | Xi machine market, new players enter

In 2019, iFLYTEK, founded by Liu Qingfeng, a native of Anhui Province, was the first to enter the Xi computer market, which is considered to be the beginning of "AI school entering the Xi machine".

Many people's impression of iFLYTEK is that it started with intelligent speech and transcribed speech into text. But Liu Qingfeng, who graduated from the University of Science and Technology of China, said, "I have been doing education for 19 years, and I want to be a learning Xi machine that really understands children."

may be considered lucky, since 2020, the three-year epidemic has begun, and the demand for home-based learning Xi has surged, and online classes and learning Xi opportunities have exploded. In 2021, another representative of the AI faction, Robin Li's Xiaodu Company, launched the first Xi tablet and began to enter the gold pan.

In addition to the AI pie, companies that started with smart hardware have also begun to "rub their hands", such as Xiwo, which launched an online learning Xi machine in 2020. Lenovo also launched a Xi tablet in late 2021.

There is also a group of K12 Internet online education companies that were once greatly affected by the policy. This year, the little ape learning machine and homework help learning Xi machine under Ape Counseling are vying to enter the market, taking this business as one of the pillars of the company's future development.

For these companies, it is not a big problem to make Internet software (course courseware), but they are relatively unfamiliar with making hardware. The homework gang announced that in the past three years, it has set up an intelligent hardware team of 1,000 people and invested in the development of Xi learning machines.

The relatively late entrant is the company that started in the offline education and training market, and the representative of this is Xueersi, which was founded in 2003.

In February this year, Xueersi released the first self-study Xi machine, focusing on the selling point of "good teachers, good content", with a price of 4599 yuan; recently, Xueersi released a new product - Xueersi xPad2 Pro series.

Compared with other companies that seem to be grabbing the market with "volume" (that is, launching many series), Xueersi is obviously restrained in the product line of Xueersi Xi, and the newly launched product is only two generations, showing the product strategy of "not seeking more quantity, but seeking less and refining".

In general, whether it is AI, hardware, K12 Internet, or education and training institutions, the above four types of Xi machines are mostly 4000-6000 yuan and 7-8000 yuan as the second price in terms of product prices, and the most expensive Xi machines are currently more than 10,000.

Of course, the entry of so many players has not only enriched the choices of parents, but also created problems. Like Guo Wen's mother, there are only a few who have thoroughly studied the learning Xi machine after all, and in the face of the dazzling choice, which one should be used? Who is seriously doing the learning Xi machine?

#03‍

Essentially, it depends on the "invisible content power".

For a senior user Xi like Guo Wen's mother, she mainly looks at three aspects when she looks at whether a product is good or not.

One is the hardware, the size of the screen, whether the screen has eye protection function, and whether it is stuck when used;

The second is the content of the learning Xi, that is, whether the curriculum coverage is comprehensive, whether the teaching and auxiliary materials are rich, and whether it can meet the needs of stimulating students' interest in learning Xi and improving their intellectual level;

The third is whether the popular AI and large models can create more interaction in terms of interaction and educate in fun.

In Guo's mother's view, among the six major brands of learning Xi machines she uses, the question bank of the homework gang is rich and good, after all, it is a K12 company that started as a question bank;

Learn the Xi machine and capture Haidian's mother

Figure |

学而思xPad2 Pro Max

A senior observer of the Xi machine industry who did not want to be named said that the Xi machine has been developing for so many years, but it has actually been iterating.

"The learning Xi machine market is shifting from a product that focused on hardware presentation and interaction to an industry iteration process of content + platform + AI. ”

How to explain it? This person said that hardware and education are actually two tracks with completely different logics.

In the past, hardware-biased companies mainly made screens, and later after AI came out, adding a little voice interaction was called AI, and as for many learning Xi content of such products, many of them were purchased before. The relative lack of professionalism and rigor in the curriculum system has led many parents to download materials, upload courses, or spend money to buy so-called "secret questions".

But now, hardware is no longer a problem in China, where the manufacturing industry is very developed. For example, many OEM brands of Xi machines are generally done by BOE, Huaxing Optoelectronics and other companies, and they are similar.

"What is really difficult is the content, including courses, explanations, question banks, etc., which needs to be supported by talents who really understand education. This process is not something that can be done in a short period of time by spending money, but a long-term accumulation process that requires slow work and meticulous work. The industry insider said.

Judging from the current competitive landscape of the market, companies that have launched AI, AIGC and even large models, such as iFLYTEK, Xiaodu, and the first batch of vertical large models in the field of education

MathGPT (Chapter 9 Model) Xueersi

It has a certain advantage in attracting the group of parents in Kochi.

One of the characteristics of this type of parent is that they believe in "technology-driven education", hoping that their children can perceive, touch and understand the latest educational technology at the start, keep up with the trend of the times, and cultivate scientific and technological literacy.

More general parents pay more attention to the proposition of studying which "curriculum is doing well". Among them, enterprises with teaching and research faculty have more prominent advantages in the Xi content of learning Xi machine learning.

According to industry insiders, the current teaching and research teams are mainly based on K12 education companies and offline education and training institutions.

The teaching and research team of K12 Education Company is generally familiar with the syllabus, question bank, and knowledge points, but due to the lack of offline teaching outlets, they gradually retreat behind the scenes to build a curriculum system for online products (i.e., apps).

The advantage of the teaching and research team of offline education and training institutions is that they are not only familiar with the syllabus and teaching focus, but also have a lot of experience and strategies on how to explain this knowledge in a standardized, professional and simple way because they have been on the front line for a long time.

In addition, it is also very important that the teaching and research team composed of these teachers, due to their long-term cultivation of offline, has built a relatively strong trust relationship with parents, and the education and training institutions where these teachers are located promote Xi opportunities, which is more logical and easier to be accepted by parents.

At present, among various institutions, it is said that the number of teaching and research teams maintained by Xueersi is the largest, reaching about 3,000 people, and most of them are teachers who have been active in the front line of teaching for a long time.

The relevant person in charge of Xueersi has previously said on some occasions that even when Xueersi started "internal optimization" due to industry policy adjustments, teaching and research, production and research, and scientific research teams rarely encountered layoffs.

Because of the accumulation of talents in the early stage, it is relatively easy for Xueersi to expand the richness and professionalism of the curriculum for the learning Xi machine and the use of AI in the Xi of knowledge.

According to its public disclosure, in the new Xueersi xPad2 Pro series released by it, a more rigorous and comprehensive knowledge map has been first improved, and this set of maps has been partially included by the Central Electronic Education Center because of its professionalism.

Under this set of maps, teaching and research developers decompose the maps into 100,000+ hierarchical question types, 30,000+ knowledge points, and 7,000+ required test points, supplemented by hierarchical teaching methods, based on students' personalized academic ability for more accurate guidance.

Learn the Xi machine and capture Haidian's mother

Based on the knowledge graph, AI Precision Learning Pro has three modes for students to choose from

Among them, the teaching and research developers also take into account the learning Xi needs of students in different scenarios such as "in the classroom, at home, and at the forefront of technology and knowledge interaction", and divide the learning Xi content into three types: good content (i.e., professional learning Xi), new content (i.e., extended learning Xi), and live content (i.e., AI interactive learning Xi), so as to achieve full-scene accurate learning.

Due to the reputation and trust laid down offline, according to Xueersi, the xPad launched in February this year during the 618 period this year, the sales volume quickly jumped to the first place in the e-commerce sales ranking, and the latecomer took the lead. The xPad2 Pro series that has just been launched is said to be selling well on channels such as Xueersi's Douyin live broadcast room "Xueersi Youpin".

However, industry insiders also said that it should be seen that in addition to Xueersi, all are actually competing for high-quality teacher resources and teaching and research talents, and the result of the competition is that "the salaries of powerful teachers are relatively high, and various companies are competing for it".

"This is a good thing, only in this way will this track not collapse, but will form a healthy competition, otherwise the Xi machine is shoddy, and it is easy to be labeled as an IQ tax. ”

said the above-mentioned person.

#04‍‍

Xi needs to return to the logic of education

For the Xi learning machine market, if you look at it from different angles, you will see different scenery.

From the perspective of the capital market, this market is expected to grow at an annual rate of 15-20%, which is still a small industry with a fast growth rate and a promising future compared with the traditional education and training industry. It is not difficult to meet that in the future, there will be all kinds of players who have obtained financing to enter the market, further enriching the public's choice, and at the same time, it will also give birth to some bubbles that must be in the nascent industry.

From the perspective of industry rules, traditional brands that focus on hardware, or even blindly focus on AI and other technological elements, will face strong competition from brands that start with teaching and research content.

The logic behind this is that, in the final analysis, learning Xi is a technology education industry, and the foothold is still education.

The education industry has its own laws, it is not by throwing money and piling up functions in a short period of time, but to use a scientific, long-term, and industry-specific method to educate people for a hundred years and return to the essence of the education industry.

Nowadays, the development of China's entire economy and society is shifting from the previous capital-driven scale expansion to the stage of refined operation and improvement of the stock market, and the majority of parents are not easy to be easily cut leeks by Xi learning machine. At this time, which company has strong internal strength will eventually be out of the circle.

In the face of the recent Dong Yuhui fever, President Xueersi once said in the Douyin live broadcast room of "Xueersi Youpin": "You shouldn't just think about digging him, but if you can do something for him." ”

When applied to education, we should not think about how to make money, but how to do something for students and parents.

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