In July, the number of active people, the number of use hours and the number of launches of the track all rose sharply, and 82% of the app increased.
Written by | The geese return
The enlightenment education track has encountered many challenges in 2021, the state has maintained a high degree of attention to children's vision health problems, and the National Health Commission has established the National Expert Committee on The Management of Children's and Adolescents' Vision Health. The newly revised Law on the Protection of Minors was formally implemented, which clearly stated that kindergartens and off-campus training institutions must not conduct primary school curriculum education for preschool minors. Previously, the "Guiding Opinions on Vigorously Promoting the Scientific Convergence of Kindergartens and Primary Schools" issued by the Ministry of Education also clearly pointed out that it is necessary to "implement the relevant provisions of the state, and off-campus training institutions must not train preschool children in violation of the law." "In such a strict regulatory environment, how did the online children's education track perform in July?
This time, the Blue Whale Education Think Tank continued to cooperate with the Analysys Qianfan Data Center to sort out the development trend of the children's education track for everyone. At the end of July 2021, there were 349 children's education apps, with about 81.56 million active users, accounting for 16% of the total number of users in education, and about 77.19 million active users at the end of June 2021. Compared with the end of June 2021, the number of users increased by 4.37 million, an increase of 5.67% month-on-month. At the end of July, there were 1.262 billion activations and about 200 million hours of use. Overall, the number of active people, the number of launches and the use of the three big data at the end of July 2021 have increased to varying degrees compared with the end of June 2021. The following chart shows the user indicators of children's education apps from the end of April 2020 to the end of July 2021:
As can be seen from the above table, compared with other tracks, the overall fluctuation of the user scale of the online children's education track is relatively flat, but the number of startups and the overall use time have decreased significantly. The track had about 82 million active users at the end of July 2021, and the number of usage hours and launches increased significantly compared with the end of June 2021, with the use time increasing by 15.04% month-on-month and the number of launches rising by 15.87% month-on-month.
Blue Whale Education Think Tank team, focusing on the education field rankings, will timely follow up the education field of each track rankings, month-end market value rankings, as well as foreign language learning APP, primary and secondary education APP, vocational education APP and other fields of list, for everyone to sort out the user data trends of different tracks, the past months of the ranking can be viewed "Blue Whale Business School" public account. Welcome more data analysis institutions in the field of education to communicate and cooperate with us.
<h1 class="pgc-h-arrow-right" data-track="7" > million-level applications increased from 16 to 18, and the "wisdom tree" out of the user scale TOP 10</h1>
Below, the Blue Whale Education Think Tank put 349 children's education APP, according to the size of the user, respectively, 10 million, 100,000 as the limit of the order of magnitude classification, the results obtained are shown in the following figure:
Among all the active children's education apps, the track has two tens of millions of applications, namely: "Children's Songs Duoduo" and "Palm Tong Home", accounting for 0.57% of the total, compared with June, the number and shortlisted companies have not changed. The "Palm Tong Home", which was shortlisted in the tens of millions of dollars in March, remained in the lineup from April to July, and ranked first at the end of June, with a user size of 10.2413 million in July, down 11.38% from June.
There are 18 app with million-level user scale, accounting for 5.16% of the total, including "Children's Song Dot", "Belle Tiger Nursery Rhyme", "Baby Bus (Fuzhou Zhiyong)", "Baby Bus Nursery Rhyme", "Beva Children's Song", "Little Companion Dragon", "Uncle Kai Telling Stories", "Hong En Literacy", "Accompanying Fish Picture Book", "Wisdom Tree", "Baby Bus Wonder House - Children's Early Education Enlightenment", "Wonderful Amusement Park World", "Baby Supermarket", "Makeup Little Princess - Children's Puzzle", "Wonderful Superhero", "Baby Listen", "Duoduo Animation House"" Fantastic Logic Adventure - Children's Logical Thinking Early Education Puzzle "". Compared with the end of June 2021, the number of apps increased from 16 to 18.
The number of apps with 100,000 users increased, from 130 at the end of June to 142, accounting for 40.69%, and the number of apps below 100,000 was the largest, with 187, accounting for 53.58%.
The following figure is the industry penetration index of different orders of magnitude APP, the industry penetration index refers to the sum of the proportion of active users of all apps under the level to the active users in the field to which it belongs, and the industry penetration index does not consider overlap.
The penetration rate of the two tens of million-level applications "Children's Song Duoduo" and "Palm Tong Homeland" is 26%; the penetration rate of 18 million-level application fields is as high as 63%; the penetration rate of 142 100,000-level user-scale APP is 50%, which is less than that of 18 million-level applications; the number of applications below 100,000 is the largest, the sum of the field penetration rates is the lowest, and the sum of the field penetration rates of 187 APP is only 11%.
The following are the specific APP names of different orders of magnitude classification at the end of July 2021 for industry insiders to consult (the APP marked in red is new for this order of magnitude):
From the list, it can be seen that there is no change in tens of millions of applications, and 2 million-level applications have been added, namely "Duoduo Animation House" and "Wonderful Logic Adventure - Children's Logical Thinking Early Education Puzzle"; 12 new applications have been added in the 100,000-level scale, and the number of this magnitude is 130 at the end of June, and 142 in July. The new additions are: "Baby Dream Town", "Comfort Baby", "Wonderful Insect World", "Reading Aloud", "Wonderful Spring Day", "Baby Hide and Seek", "Baby Cool Transportation", "Baby Early Teaching Mathematics", "Super Math Farm", "Logic Little Genius", "Baby Loves Brushing Teeth - Parenting Early Education Puzzle", "Baby Career Cognition".
In order to better sort out the specific APP data changes of the children's education learning track in July 2021, the Blue Whale Education Think Tank selected the specific list changes of the children's education APP from the end of June 2021 to the end of July 2021, and the following figure is "July 2021 Children's Education APP List Change": The gray APP indicates that it is thrown from the previous level to the next level or from the next level to the previous level, and it is not counted as a new APP for this level The red color is the APP that rose in the level of the major TOP rankings in July 2021:
At the end of July 2021, there were many companies that changed the ranking list of children's education APP users, especially the TOP 30 and TOP 50 apps. Monthly active user size TOP 10 ranks, new Hong En literacy, was thrown out of the APP as "wisdom tree", in March doubled by 161.5% after returning to the top ten of the children's education track, April is still maintained, the user scale of 2.773 million, down 5.1% from March. The number of users in July was 2.2264 million, down 15.18% month-on-month, directly falling out of the top ten.
In the TOP 30, in addition to the "Wisdom Tree" thrown out from the previous level, the other 4 are: "Cool Dog Nursery Rhymes", "Baby Dream Career", "Abu Bedtime Story" and "Baby Little Police".
Among them, "Abu Bedtime Story" has been in and out of the TOP 30 many times, and the app fell out in February, returned in March, and was out again after falling 10.4% month-on-month in April. In July, it returned to the TOP 30, with a user size of 672,700, up 7.53% month-on-month. The shortlisted "Kugou Children's Song" ranked 26th, with a user size of 784,700, a sharp increase of 40.34% month-on-month, and it was the largest increase in the top 30 APP, and the APP ranked 38th in June, with a user size of 559,100.
In the TOP 50 place, in addition to the 3 applications that fell from the previous level ("LoveVie Baby", "Help Literacy", "Bey Chat Parent Edition"), the remaining 2 finale apps are "Baby Ice Cream Factory" and "Take Care of Little Babies - Emotional Intelligence Early Education Puzzle".
Based on the above analysis dimensions, the number of active people, the length of use and the number of startups of the children's education track in July all rose to varying degrees, with the use time increasing by 15.04% month-on-month and the number of startups rising by 15.87% month-on-month. At present, there are a large number of app apps in the children's education track, but the giant is not prominent enough.
<h1 class="pgc-h-arrow-right" data-track="22" > "Hong'en literacy" was shortlisted for the top 10 user scale, and the top ten user growth rates were all below 100,000 applications</h1>
Below, let's focus on the top 10 active users of the children's education APP, the top ten APP are: "children's songs more", "palm through the homeland", "children's song dots", "Belle Tiger children's songs", "baby bus (Fuzhou Zhiyong)", "baby bus children's songs", "Beva children's songs", "little companion dragon", "Uncle Kai storytelling" and "Hong En literacy". The following are the user size of these 10 apps at the end of July 2021, as well as the month-on-month growth and year-on-year growth of user scale (some apps do not have data for the same period in 2020, so they are marked as "-"):
Among them, "Baby Bus (Fuzhou Zhiyong)" and "Baby Bus Nursery Rhyme" both belong to Fuzhou Zhiyong Information Technology Co., Ltd.
Compared with the end of June, the top nine in the top 10 list of online children's education apps in July 2021 remain unchanged. "Children's Song Duoduo" occupied the top spot with 11.1601 million active users, a decrease of 3% month-on-month, and a field penetration rate of 14%.
In second place is "Palm Home", which rebounded in March after falling for three consecutive months, and fell again in April, with a month-on-month decline of 8.8%, becoming the largest decline in the top ten of the children's education track, with 10.9714 million monthly active people. It rose to NO.1 at one point in June, and the number of users in July was 10.2413 million, down 11% month-on-month. The third-ranked APP is "Children's Song Dots", the size of the app's users showed a downward trend for three consecutive months, with 7.2937 million active users in April, down 8% from March. The number of users in July was 7.2125 million, an increase of 6% month-on-month.
The fourth-place "Belle Tiger Nursery Rhyme" ranked eighth at the end of April this year, ranked fifth at the end of May, remained in the fourth place in June and July, and the user scale at the end of July was 5.5981 million, up 4% month-on-month, and the industry penetration rate was 7%.
The fifth "Baby Bus (Fuzhou Zhiyong)" had 5.2087 million monthly active users, up 4% from the end of June 2021, and the industry penetration rate was 6%. The fifth-place app is "Belle Tiger Nursery Rhymes", with 4.9009 million monthly active users, an increase of 10.9% month-on-month.
The application with the highest month-on-month increase in the TOP 10 is - "Little Companion Dragon", with a user size of 3.583 million in July, an increase of 9% month-on-month; the highest year-on-year increase in the TOP 10 is - "Palm Tong Home", with a user size of 10.2413 million, an increase of 51% month-on-month.
The sixth place "Baby Bus Nursery Rhymes", the app rose sharply by 16.2% month-on-month in April, with a monthly active number of 3.9566 million, surpassing "Uncle Kai Storytelling" to become the sixth place in the children's education track. Since then, it has been ranked sixth since May, unchanged. The user scale of the seventh "Beva Nursery" was 3.7653 million, up 8% month-on-month, and the industry penetration rate was 5%. The app has also remained in seventh place since May.
The eighth place "Little Companion Dragon" has a user scale of 3.583 million, down 29% from the same period last year. The app ranked ninth at the end of May and remained eighth in June and July.
The number of "Uncle Kai Storytelling" users who were squeezed to the ninth place was 3.3828 million, up 5% month-on-month. At the end of April, it ranked 7th and at the end of May, it ranked 8th.
Among the top 10 applications in terms of user scale, only the three applications of "Children's Song Dot", "Little Companion Dragon" and "Uncle Kai Telling Stories" have declined compared with the same period in 2020, and other APPS have achieved different increases compared with the same period last year. Among them, the largest year-on-year increase was "Palm Tong Home", with a year-on-year increase of 51%.
Let's take a look at the APP with the top 10 user growth rates in the field of children's education, and the top 10 list of active users at the end of July 2021 is as follows (some apps do not have data for the same period in 2020, so they are marked as "-"):
The top ten APP apps for user growth at the end of July 2021 are: "Talking Twins", "Children Tu Tu Le", "Little Reasoner", "Children's Early Education Spring Festival", "Children's Cars", "Crazy Brains", "Double Arithmetic Battle", "Little Bear On Kindergarten", "Baby Learning Children's Songs (Fuzhou Zhiyong)", "Called Fun Filling".
Among them, "Baby Learning Nursery Rhymes (Fuzhou Zhiyong)" and "Baby Bus Children's Songs" in the top 10 user scale belong to Fuzhou Zhiyong Information Technology Co., Ltd.
The app with the highest increase is - "Talking Twins", an increase of 207.20% month-on-month, the app is a similar talking Tom cat mobile game, the game you can interact with the twin babies, you can also play games together; "Children Tu Tu Le" ranked second, an increase of 200.55%; the third place "Little Reasoner" rose by 171.82%; the fourth place "Children's Early Education Spring Festival" rose by 157.05%; "Children's Car" rose by 157.05% Up 144.96%, ranking fifth in the list of increases.
For a long time, most of the applications on the list are 100,000-level applications and applications below 100,000 levels, and their user scale and penetration rate are generally low, and there have been a few million-level applications on the list. However, applications like the top 10 list of month-on-month increase in active users at the end of July are all below 100,000 levels, which is very rare.
Overall, the list of active users of children's education apps in July 2021 has not changed much compared with June. The growth rate of the increase list application increased significantly from June.
<h1 class="pgc-h-arrow-right" data-track="40" > regulatory tightening, 82% of apps still rose</h1>
The 506 million users of the education network are enough to show that online education is a huge market, and the children's track market accounts for 16%, which is second only to the primary and secondary education and education platform. The online education track was affected by the epidemic in 2020, and the online education reached an unprecedented scale, but the impact of the track was relatively small, the fluctuation range was controlled within 10%, and the children's education track was in a stable stage of development for a long time.
Due to the large number of children's education track APP, the following only shows the detailed ranking of the top 150 online children's education APP, ranking according to the size of the user, including the number of active people, the number of startups and the use of time and other dimension data, for everyone to check:
According to Analysys Qianfan data, in July 2021, the total number of active users of the education APP on the whole network was 507.6062 million, of which the children's education track had 81.56 million active users, accounting for 16% of the total number of users in education.
Because it is the summer, the children's education track in the end of July 2021 of the 349 app 285 increased month-on-month, about 82% of the APP showed an upward trend, such an increase is very high, generally about 40% in the month. In addition to the APP on the TOP 10 list, other apps that have risen are: "Children's Oral Arithmetic Puzzle Game" increased by 84% month-on-month at the end of July 2021, "Toddler Reading" increased by 83% month-on-month, "Lego Train" rose by 74%, "Baby Learning Classification" rose by 72%, "Drawing Board Graffiti" rose by 72%...
The app with a significant decline in user scale are: "Baby Baby" user scale fell by 47% compared with the end of July 2021, "Zhizhi" decreased by 47%, "Bei Liao Teacher Edition" fell by about 47%, "Ask Parents" fell by 47%, "Vaccination Service" fell by 46%, "Baby Learning Safety and Security Rabbit" fell by 45%, "Children Learn Hanyu Pinyin" decreased by about 38%...
Overall, the number of active people, the length of use and the number of start-ups of the children's track have increased to varying degrees compared with June, and compared with the same period in 2020, the overall trend has shown a steady upward trend. At present, the education and training industry can be described as the frequent occurrence of new policy regulations, enterprises are facing "variables" at any time, enterprises should still face the essence of education, and strive to make products conform to policy norms and the future development of children.