zzu的个人主页 - 老虎社区

zzu

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2022-09-09

$白银主连 2212(SImain)$

2020-06-24

$跟谁学(GSX)$空头拉的爆吗？

2020-06-12

$跟谁学(GSX)$ 这么激烈吗？

2020 K12网校大战前夜：9元低价课破门，超万人辅导老师摆阵

2020-06-12

$跟谁学(GSX)$4000万的空票在外面，神股。

2020-06-11

$跟谁学(GSX)$涨起来10几个点跌起来几个点还是在大盘暴跌的情况下扣扣搜搜的

2020-06-11

$跟谁学(GSX)$但至6月10日，成交额、成交量极速放大，其中嘉银金科的成交额由日均3.32万美元飙升至7.02亿美元，换手率高达358%，即该股流通中的股票被买卖了3.58次，炒作极为疯狂。

2020-06-11

$跟谁学(GSX)$准备要拉了做波段的准备好

2020-06-11

$跟谁学(GSX)$又在诱空？

2020-06-10

$跟谁学(GSX)$有没有谁知道拉总报警立案了没有

2020-06-09

$跟谁学(GSX)$忍不住了空一点

2020-06-09

$跟谁学(GSX)$什么时候空池能有300到500万就算正常了

2020-06-09

$跟谁学(GSX)$不习惯太主动了小心有诈

2020-06-09

$跟谁学(GSX)$拉拉又在诱空？

2020-06-09

$百度(BIDU)$百度废了

2020-06-08

$跟谁学(GSX)$半个小时价格出不来？

2020-06-04

$跟谁学(GSX)$什么情况这么个拉法期权还是没怎么跌

2020-06-04

$跟谁学(GSX)$我之前以为拉总是个人物，不管造假与否，资本玩的至少挺溜。自从他报警，而且还是国内的公安之后，我就笑了，哈哈

2020-06-03

$跟谁学(GSX)$希望一起对簿公堂做个了结

2020-06-03

$跟谁学(GSX)$报警这一招怎么想出来的我有点想笑

2020-06-03

$跟谁学(GSX)$这是什么骚操作

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href=\"https://laohu8.com/S/GSX\">$跟谁学(GSX)$</a> 这么激烈吗？","listText":"<a href=\"https://laohu8.com/S/GSX\">$跟谁学(GSX)$</a> 这么激烈吗？","text":"$跟谁学(GSX)$ 这么激烈吗？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/952232580","repostId":"2042818132","repostType":2,"repost":{"id":"2042818132","kind":"news","pubTimestamp":1591934179,"share":"https://www.laohu8.com/m/news/2042818132?lang=&edition=full","pubTime":"2020-06-12 11:56","market":"us","language":"zh","title":"2020 K12网校大战前夜：9元低价课破门，超万人辅导老师摆阵","url":"https://stock-news.laohu8.com/highlight/detail?id=2042818132","media":"多知网","summary":"“仗要打到什么时候啊？”","content":"<html><body><div><p>编者按：本文来自微信公众号“多知网”（ID:duozhiwang），作者：孙颖莹，<a href=\"https://laohu8.com/S/KRKR\">36氪</a>经授权发布。</p>\n<blockquote>\n<p>“仗要打到什么时候啊？”某K12网校从业者感叹道，谁都不想打，但谁都不得不打。</p>\n</blockquote>\n<p>“今年暑期，几家主流网校品牌都将各自掷出10个亿左右的投放规模，投放总额将超过50亿。”业内人士透露。</p>\n<p>相对比去年暑期40亿的投放额，今年这场K12网校投放战刚开始，就足以预料战况的惨烈。</p>\n<p>兵马未动，粮草先行。</p>\n<p>2020年上半年，正成为K12网校品牌高密度开设分公司（除北京外）的一年。</p>\n<p>根据多知统计，2020年学而思网校新开设9个分公司，分公司数量达到14家；猿辅导长春、合肥两个分公司已经在注册筹备中，届时分公司总数将达12家；作业帮新开设长沙、重庆两个分公司，分公司数量为9家；<a href=\"https://laohu8.com/S/GSX\">跟谁学</a>新开设5个分公司，分公司数量同样为9家；<a href=\"https://laohu8.com/S/DAO\">有道</a>精品课正在筹备郑州、济南两个分公司，分公司数量将达到7家。</p>\n<p>这些分公司的目的不能再明确：作为K12网校储备在全国各地的辅导老师基地，全面应战K12暑期争夺。</p>\n<p>根据官方披露的数据显示，学而思网校当前储备了超1.7万辅导老师，各基地的班主任老师数量与去年年底相比增长率超300%；猿辅导储备了1.2万。而据业内人士透露，作业帮也储备了1万名辅导老师。</p>\n<p>按照去年经验，如果平均每个辅导老师暑期带500个人次，那大致可以推算出在暑假短期+正价课人次方面，学而思网校能承载850万；猿辅导能承载600万；作业帮能承载500万。有接近作业帮的人士也透露作业帮暑期正价课目标是200万人次。</p>\n<p>但今年这场仗，却并非营销投放的独角戏。</p>\n<p>“疫情下线上已经从一个增量市场变成一个存量市场。原本在线是在跟线下抢夺用户、不断做增量，但在所有用户都搬到在线的大环境下，在线机构已经在一个现有的存量市场里开始拉拢更多的用户。”轻轻教育创始人兼CEO刘常科此前在接受多知采访时评价道。</p>\n<p>品牌之争，将在这一“存量市场”中上演。</p>\n<p>可以预见的是，荷枪实弹下，这场K12网校的暑期争夺战将再次刷新在线教育的历史。</p>\n<h2 label=\"一级标题\">01 <span>暑期战线拉长，9元打头炮，各价位火力全开</span></h2>\n<p>学而思网校9元13课时，猿辅导9元5次课/四科目8次课，作业帮9元13课时直播课，高途课堂9元16课时小初高全科名师班，有道精品课9元8次课，大米网校9元15课时直播课......</p>\n<p>且不看具体课包方面的差别，2020年5月暑期预热阶段，各家在投放方面几乎都选择了同一种价格策略：9元。</p>\n<p>要知道，9元课是去年暑期学而思网校曾试水但放弃的一个价格策略。至于当时放弃的原因，某K12网校从业者表示去年的9元课因为考虑到成本等因素，并没有配备教学礼盒包括教材。家长打印教材的费用要远超于课程价格，用户体验并不好。</p>\n<p>但今年，即使是9元，K12网校特有的”爆品盒子“也将全部配置到位。</p>\n<p>猿辅导也曾在去年暑期先后尝试9元、49元、99元之后，最终定下了49元的价格策略。这是猿辅导联合创始人李鑫经过多次模拟、实践以及算法驱动，反复平衡过ROI、转化率等的结果。</p>\n<p>但今年，猿辅导依旧出手了9元课。</p>\n<p>值得注意的是，9元也是高途课堂去年实行过的价格。不过当时高途选择的是9元/科、多科联报的策略。这也曾让高途在去年外围皆是49元的狙击战中实现了自己的差异化。</p>\n<p>但今年大环境正在悄然生变。受疫情影响，免费赠课潮下的K12网校正在加速迈入下沉市场。</p>\n<p>以学而思网校为例。在疫情之前，学而思网校多是以一二线城市用户为主，占比超70%；在疫情发生之后的当下，根据<a href=\"https://laohu8.com/S/TAL\">好未来</a>2020财年Q4财报会透露，好未来的用户结构产生一定变化，其中学而思网校低线城市用户占比有所增加，同时低线城市的收入贡献也得以提高。在财报会上，好未来首席财务官罗戎甚至表示，好未来的营销策略将更多的围绕低线城市展开。</p>\n<p>多知也在下沉市场调研中发现，年前疫情尚未爆发之时，不少家长通过抖音等渠道对K12网校品牌仅有一个初步的认识、孩子依旧被送到当地的线下培训机构，但疫情的免费赠课潮下，尤其一些优质教育资源稀缺的地方，不少学生已经开始尝试并且习惯于大班课教学模式。</p>\n<p>既然已经乘上了下沉之争的东风，K12网校自然不能再倒退回去。</p>\n<p>面对“中国6亿人月收入仅1000元”的下沉现状，9元低价课显示是一个很低的入门门槛。与此同时，策略追随在今年尤为成为这个同质化明显的赛道里直言不讳的秘密。这已经是一场不计较ROI的投放战。</p>\n<p>“已经到了不得不打的时候。”某K12网校从业者评论道。</p>\n<p>高途课堂也进行了更为深层次的迭代：直接从9元/科、多科捆绑进化成小初高全科9元（小学语文/数学+英语=9，六年级初高中语数外物4科=9），课时也明显高于其他品牌。</p>\n<p>但这一阶段，真正大战尚未来临。</p>\n<p>受疫情影响，中高考延后、暑期相应不同程度的推迟，这也在无形中影响着K12网校的暑期投放策略。</p>\n<p>在去年，4、5、6月往往是投放月，7月、8月是服务月，9月是转化月，但今年K12网校的投放节奏也先明显推后。4月并没有见明显的暑期预热动作，5月各家也多是选择了9元铺设大众市场。</p>\n<p>但该来的，也许会迟，但永远不会缺。</p>\n<p>截至发稿之时，5月预热后的暑期投放战在6月上旬已悄然正式打响。</p>\n<p>学而思网校一以贯之9元的投放策略。据一位接近学而思网校的人士透露，学而思网校今年本来打算市面上所有价位的低价课都投一遍，但最终还是决定只攻9元、用低价瞄准更广阔的大众市场。</p>\n<p>6月10日，猿辅导在9元预热之后掷出了自己较为擅长的49元的筹码。</p>\n<p>一位K12网校研究者提到，这是一个非常至关重要的节点。“为什么猿辅导选择这一天投49元？因为北京官宣了中小学放假时间为7月11日，通常集中投放期就是一个月的时间。”该研究者提到。</p>\n<p>主擂台的风暴之中，传言称作业帮正在寻求新一轮融资阶段，其官方未予置评。但业务层面，作业帮近期也放出了三个动作：</p>\n<ul>\n<li><p>推出AI互动课鸭鸭英语，对标学而思网校的小猴系列、猿辅导的斑马系列，进行渠道投放。</p></li>\n<li><p>在直播课投放中继续实行去年实行过的36元低价课策略，在学科上瞄准语文，避开与学而思网校和猿辅导争夺的数学科目。</p></li>\n<li><p>为注册过作业帮账号的手机发送暑期课报名的短信通知。</p></li>\n</ul>\n<p>与此同时，在这场过于残酷的战役之中，其它选手也必须做好差异化准备。</p>\n<p>如同去年高途课堂在强势入局暑期之争采用的差异化策略，今年高途课堂在迭代9元之外，依旧保留了自己的0元免费公开课入口班；而今年试图全面发力的<a href=\"https://laohu8.com/S/01797\">新东方在线</a>也基于定价差异策略，推出50元两科目、99元三科的低价优惠。</p>\n<p>总有选手表现出更强势进攻态势。</p>\n<p>在打出教育团队今年将招聘1万人、200万年薪招聘主讲之后，字节跳动旗下的清北网校不走低价课策略，直接19元卖暑期正价课（原价699）、38元捆绑两门学科的暑期正价课，甚至配套礼盒中还加入了书包等元素。</p>\n<p>虽然不能排除随着战况的发展，各家将在价格策略上调整的可能性。但至少从现阶段来看，今年暑期，K12网校各个价位火力全开。</p>\n<p>谁也不会将潜在用户拱手让人。</p>\n<h2 label=\"一级标题\">02 <span>辅导老师基地高密度扩建、加大转化率筹码</span></h2>\n<p>“今年学而思网校将转化率的生死线定在了40%，比去年高了10个百分点。这10个靠什么提升，就是辅导老师。”</p>\n<p>一位接近学而思网校的人士具体解释道，去年学而思网校的辅导老师分为短期班和长期班，这样就会导致学生跟着一个辅导老师上完一期课、彼此熟悉了却要换另外的辅导老师，影响转化。</p>\n<p>“所以今年学而思网校一个学生接触的短期班和长期班辅导老师将会是同一个。”</p>\n<p>在接受多知网《培训行业这一年·2019》采访时，李鑫也在提及定价49元背后的逻辑时表示这不仅是简单的获客成本，还有人效，即辅导老师到底能服务多少人？</p>\n<p>“我们不希望因为体验课价格低而降低服务质量。在这样的情况下，我们推算假如9元，那么用户大量进来后，在当时的时间节点老师的数量是承接不住的。这样一来，转化率就降低，随之低转正也会降低。”李鑫说。</p>\n<p>因此，小到学员的转化、大到整场战役的成败，辅导老师这一岗位都太过于重要。</p>\n<p>如前言所述，2020年是K12网校高密度开设分公司的一年。这些分公司大多都是基于一个定位：辅导老师基地。多知观察发现，这些K12网校分公司的选址大多位于新一线城市，是高校密集区且拥有不止一家师范类学校。</p>\n<p>甚至多知了解到，为了更好地组建团队，学而思网校大多拓城的重任是有经验的辅导老师牵头进行的。</p>\n<p>目标很明确，辅导老师这一环不能留下短板。</p>\n<p>可以说，在疫情大多互联网公司缩招的情况之下，K12网校一度凭借辅导老师岗位成为解决应届生就业的重要渠道之一。</p>\n<p>多知曾在《超5万用人缺口！教培行业开启人才之争》一文中分析道，早在今年2月份，各K12网校品牌就开启了密集的辅导老师招聘专场，动辄就是超万人的岗位空缺。</p>\n<p>在招聘渠道上，各家也在探索破圈的可能性：4月，学而思网校联合央视频举行“云招聘”，面向15个城市开放12000余岗位；5月份，猿辅导、有道精品课这两家K12网校品牌站上了央视新闻“‘职’为你来”的招聘舞台，高途课堂与中国教育电视台策划“一职为你”职场招聘......</p>\n<p>更为激烈地，猿辅导在5月甚至已经同步开启了2021届应届毕业生秋招辅导老师专场。与如此大辅导老师缺口相对应地，毫无疑问是猿辅导对于用户规模进一步扩大的野心。</p>\n<p>如此声势浩荡，效果自然也非常明显。前言中所提到的辅导老师数量已足以证明。</p>\n<p>但除了量，还要有质的要求。</p>\n<p>某业内从业者告诉多知，在5月投放号角正式吹响之前，学而思网校已经派驻了去年参与暑期低价课的辅导老师分别前往14家分公司的辅导老师基地，带队培训；作业帮将短期班的辅导老师定名为转化人员，并集中派驻到了西安。</p>\n<p>多知也在观察中发现，跟谁学在招聘中将辅导老师分为训练营辅导老师和长期班辅导老师，前者主要负责0元、9元等短期免费或低价班。虽然同属于辅导老师岗位，但是对于训练营辅导老师，跟谁学要求其更需要具备一定的销售技能，对其也制定有一定的销售任务。而普通的辅导老师则主要带长期班，工作任务也以服务、辅导为主。体现在薪资层面，训练营的辅导老师无责任底薪也要明显高于普通辅导老师。</p>\n<p>迎接暑期这场硬仗，至少从辅导老师一端各家已经做足了准备。</p>\n<h2 label=\"一级标题\">03 <span>投放之争升级到品牌对决</span></h2>\n<p>暑期争夺的火力正从营销投放扩散至品牌之争。</p>\n<p>如果说打增量市场靠营销，在大众市场心中起到了是一个“刷脸”、“蹭面熟”的作用；那在存量市场中的品牌建设，将直接在用户心理埋下对该品牌的深层次认知，提高用户选择的概率。这显然，更与结果相挂钩。</p>\n<p>K12网校也在品牌建设的路上细化出若干分支。</p>\n<p>学而思网校选择将免费课进行到底。于5月中旬推出周一到周六每晚40分钟的在线免费“同步习题课”。</p>\n<p>这一节点，卡的正是暑期预热期。从产品模型上，也填补了低价课、正价课之外的免费课类别。这样以来，每一个产品的定位和作用将更加清晰，产品模型也可以自由组合。与此同时，跟上文所述9元课逻辑类似，0元免费课中家长端的入门门槛将更低。</p>\n<p>猿辅导今年品牌动作重点则是电视广告及地面广告。</p>\n<p>在春晚打响2020年电视广告的品牌宣传之后，在暑期逼近之时，猿辅导的触角又延伸至地面广告一端，与<a href=\"https://laohu8.com/S/002027\">分众传媒</a>的合作铺地地铁广告、电梯广告等已经下沉至四线城市。</p>\n<p>有道精品课、作业帮则在前后脚走上了请代言人的品牌宣传之路。</p>\n<p>在过去，教培行业会选择请代言人的大多是在线1对1这类客单价非常高、需要与用户建立极强品牌粘性的品类。但在K12网校极其惨烈、且同质化严重的红海竞争中，代言人也开始成为一条重要的品牌建设途径之一。</p>\n<p>作为首家官宣代言人的K12网校品牌有道精品课，其副总裁、市场负责人刘韧磊毫不遮掩地表示2020年有道精品课需要迫切解决产品聚焦、提升品牌认知度的问题。毕竟过去有道精品课较为丰富的品类使得用户很难迅速建立起对于该品牌的认知。之所以选择郎平也是出于不同年龄段的家长、学生都对其熟知了解的考虑。</p>\n<p>2020年5月，拥有“组织能力”优势的跟谁学也在极短的时间里搭建出了一支品牌团队。</p>\n<p>在“7岁女孩案板下学习一个月”的热点事件发酵2天之后，跟谁学已经为其捐赠了包括一台新电脑、线上课程、书本文具等在内的学习礼包；随后紧接着，跟谁学宣布成为极限挑战官方推荐在线教育品牌；与共青团共同举办全国青少年经典诵读征集活动......</p>\n<p>但殊途同归，无论具体路径如何选择，本质都是为了引爆品牌，对更广阔的的大众市场攻城略地。</p>\n<p>当然最终导向的，还是擂主席位的争夺。</p>\n<p>“仗要打到什么时候啊？”某K12网校从业者感叹道，谁都不想打，但谁都不得不打。</p></div></body></html>","source":"36kr_stock","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>2020 K12网校大战前夜：9元低价课破门，超万人辅导老师摆阵</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ 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padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n2020 K12网校大战前夜：9元低价课破门，超万人辅导老师摆阵\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-06-12 11:56 北京时间&nbsp;&nbsp;&nbsp;<a href=https://36kr.com/p/748058213714697><strong>多知网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>编者按：本文来自微信公众号“多知网”（ID:duozhiwang），作者：孙颖莹，36氪经授权发布。\n\n“仗要打到什么时候啊？”某K12网校从业者感叹道，谁都不想打，但谁都不得不打。\n\n“今年暑期，几家主流网校品牌都将各自掷出10个亿左右的投放规模，投放总额将超过50亿。”业内人士透露。\n相对比去年暑期40亿的投放额，今年这场K12网校投放战刚开始，就足以预料战况的惨烈。\n兵马未动，粮草先行。\n...</p>\n\n<a href=\"https://36kr.com/p/748058213714697\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/6696a7804fc125e32c38f848d97c02f7","relate_stocks":{"TAL":"好未来","DAO":"有道"},"source_url":"https://36kr.com/p/748058213714697","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2042818132","content_text":"编者按：本文来自微信公众号“多知网”（ID:duozhiwang），作者：孙颖莹，36氪经授权发布。\n\n“仗要打到什么时候啊？”某K12网校从业者感叹道，谁都不想打，但谁都不得不打。\n\n“今年暑期，几家主流网校品牌都将各自掷出10个亿左右的投放规模，投放总额将超过50亿。”业内人士透露。\n相对比去年暑期40亿的投放额，今年这场K12网校投放战刚开始，就足以预料战况的惨烈。\n兵马未动，粮草先行。\n2020年上半年，正成为K12网校品牌高密度开设分公司（除北京外）的一年。\n根据多知统计，2020年学而思网校新开设9个分公司，分公司数量达到14家；猿辅导长春、合肥两个分公司已经在注册筹备中，届时分公司总数将达12家；作业帮新开设长沙、重庆两个分公司，分公司数量为9家；跟谁学新开设5个分公司，分公司数量同样为9家；有道精品课正在筹备郑州、济南两个分公司，分公司数量将达到7家。\n这些分公司的目的不能再明确：作为K12网校储备在全国各地的辅导老师基地，全面应战K12暑期争夺。\n根据官方披露的数据显示，学而思网校当前储备了超1.7万辅导老师，各基地的班主任老师数量与去年年底相比增长率超300%；猿辅导储备了1.2万。而据业内人士透露，作业帮也储备了1万名辅导老师。\n按照去年经验，如果平均每个辅导老师暑期带500个人次，那大致可以推算出在暑假短期+正价课人次方面，学而思网校能承载850万；猿辅导能承载600万；作业帮能承载500万。有接近作业帮的人士也透露作业帮暑期正价课目标是200万人次。\n但今年这场仗，却并非营销投放的独角戏。\n“疫情下线上已经从一个增量市场变成一个存量市场。原本在线是在跟线下抢夺用户、不断做增量，但在所有用户都搬到在线的大环境下，在线机构已经在一个现有的存量市场里开始拉拢更多的用户。”轻轻教育创始人兼CEO刘常科此前在接受多知采访时评价道。\n品牌之争，将在这一“存量市场”中上演。\n可以预见的是，荷枪实弹下，这场K12网校的暑期争夺战将再次刷新在线教育的历史。\n01 暑期战线拉长，9元打头炮，各价位火力全开\n学而思网校9元13课时，猿辅导9元5次课/四科目8次课，作业帮9元13课时直播课，高途课堂9元16课时小初高全科名师班，有道精品课9元8次课，大米网校9元15课时直播课......\n且不看具体课包方面的差别，2020年5月暑期预热阶段，各家在投放方面几乎都选择了同一种价格策略：9元。\n要知道，9元课是去年暑期学而思网校曾试水但放弃的一个价格策略。至于当时放弃的原因，某K12网校从业者表示去年的9元课因为考虑到成本等因素，并没有配备教学礼盒包括教材。家长打印教材的费用要远超于课程价格，用户体验并不好。\n但今年，即使是9元，K12网校特有的”爆品盒子“也将全部配置到位。\n猿辅导也曾在去年暑期先后尝试9元、49元、99元之后，最终定下了49元的价格策略。这是猿辅导联合创始人李鑫经过多次模拟、实践以及算法驱动，反复平衡过ROI、转化率等的结果。\n但今年，猿辅导依旧出手了9元课。\n值得注意的是，9元也是高途课堂去年实行过的价格。不过当时高途选择的是9元/科、多科联报的策略。这也曾让高途在去年外围皆是49元的狙击战中实现了自己的差异化。\n但今年大环境正在悄然生变。受疫情影响，免费赠课潮下的K12网校正在加速迈入下沉市场。\n以学而思网校为例。在疫情之前，学而思网校多是以一二线城市用户为主，占比超70%；在疫情发生之后的当下，根据好未来2020财年Q4财报会透露，好未来的用户结构产生一定变化，其中学而思网校低线城市用户占比有所增加，同时低线城市的收入贡献也得以提高。在财报会上，好未来首席财务官罗戎甚至表示，好未来的营销策略将更多的围绕低线城市展开。\n多知也在下沉市场调研中发现，年前疫情尚未爆发之时，不少家长通过抖音等渠道对K12网校品牌仅有一个初步的认识、孩子依旧被送到当地的线下培训机构，但疫情的免费赠课潮下，尤其一些优质教育资源稀缺的地方，不少学生已经开始尝试并且习惯于大班课教学模式。\n既然已经乘上了下沉之争的东风，K12网校自然不能再倒退回去。\n面对“中国6亿人月收入仅1000元”的下沉现状，9元低价课显示是一个很低的入门门槛。与此同时，策略追随在今年尤为成为这个同质化明显的赛道里直言不讳的秘密。这已经是一场不计较ROI的投放战。\n“已经到了不得不打的时候。”某K12网校从业者评论道。\n高途课堂也进行了更为深层次的迭代：直接从9元/科、多科捆绑进化成小初高全科9元（小学语文/数学+英语=9，六年级初高中语数外物4科=9），课时也明显高于其他品牌。\n但这一阶段，真正大战尚未来临。\n受疫情影响，中高考延后、暑期相应不同程度的推迟，这也在无形中影响着K12网校的暑期投放策略。\n在去年，4、5、6月往往是投放月，7月、8月是服务月，9月是转化月，但今年K12网校的投放节奏也先明显推后。4月并没有见明显的暑期预热动作，5月各家也多是选择了9元铺设大众市场。\n但该来的，也许会迟，但永远不会缺。\n截至发稿之时，5月预热后的暑期投放战在6月上旬已悄然正式打响。\n学而思网校一以贯之9元的投放策略。据一位接近学而思网校的人士透露，学而思网校今年本来打算市面上所有价位的低价课都投一遍，但最终还是决定只攻9元、用低价瞄准更广阔的大众市场。\n6月10日，猿辅导在9元预热之后掷出了自己较为擅长的49元的筹码。\n一位K12网校研究者提到，这是一个非常至关重要的节点。“为什么猿辅导选择这一天投49元？因为北京官宣了中小学放假时间为7月11日，通常集中投放期就是一个月的时间。”该研究者提到。\n主擂台的风暴之中，传言称作业帮正在寻求新一轮融资阶段，其官方未予置评。但业务层面，作业帮近期也放出了三个动作：\n\n推出AI互动课鸭鸭英语，对标学而思网校的小猴系列、猿辅导的斑马系列，进行渠道投放。\n在直播课投放中继续实行去年实行过的36元低价课策略，在学科上瞄准语文，避开与学而思网校和猿辅导争夺的数学科目。\n为注册过作业帮账号的手机发送暑期课报名的短信通知。\n\n与此同时，在这场过于残酷的战役之中，其它选手也必须做好差异化准备。\n如同去年高途课堂在强势入局暑期之争采用的差异化策略，今年高途课堂在迭代9元之外，依旧保留了自己的0元免费公开课入口班；而今年试图全面发力的新东方在线也基于定价差异策略，推出50元两科目、99元三科的低价优惠。\n总有选手表现出更强势进攻态势。\n在打出教育团队今年将招聘1万人、200万年薪招聘主讲之后，字节跳动旗下的清北网校不走低价课策略，直接19元卖暑期正价课（原价699）、38元捆绑两门学科的暑期正价课，甚至配套礼盒中还加入了书包等元素。\n虽然不能排除随着战况的发展，各家将在价格策略上调整的可能性。但至少从现阶段来看，今年暑期，K12网校各个价位火力全开。\n谁也不会将潜在用户拱手让人。\n02 辅导老师基地高密度扩建、加大转化率筹码\n“今年学而思网校将转化率的生死线定在了40%，比去年高了10个百分点。这10个靠什么提升，就是辅导老师。”\n一位接近学而思网校的人士具体解释道，去年学而思网校的辅导老师分为短期班和长期班，这样就会导致学生跟着一个辅导老师上完一期课、彼此熟悉了却要换另外的辅导老师，影响转化。\n“所以今年学而思网校一个学生接触的短期班和长期班辅导老师将会是同一个。”\n在接受多知网《培训行业这一年·2019》采访时，李鑫也在提及定价49元背后的逻辑时表示这不仅是简单的获客成本，还有人效，即辅导老师到底能服务多少人？\n“我们不希望因为体验课价格低而降低服务质量。在这样的情况下，我们推算假如9元，那么用户大量进来后，在当时的时间节点老师的数量是承接不住的。这样一来，转化率就降低，随之低转正也会降低。”李鑫说。\n因此，小到学员的转化、大到整场战役的成败，辅导老师这一岗位都太过于重要。\n如前言所述，2020年是K12网校高密度开设分公司的一年。这些分公司大多都是基于一个定位：辅导老师基地。多知观察发现，这些K12网校分公司的选址大多位于新一线城市，是高校密集区且拥有不止一家师范类学校。\n甚至多知了解到，为了更好地组建团队，学而思网校大多拓城的重任是有经验的辅导老师牵头进行的。\n目标很明确，辅导老师这一环不能留下短板。\n可以说，在疫情大多互联网公司缩招的情况之下，K12网校一度凭借辅导老师岗位成为解决应届生就业的重要渠道之一。\n多知曾在《超5万用人缺口！教培行业开启人才之争》一文中分析道，早在今年2月份，各K12网校品牌就开启了密集的辅导老师招聘专场，动辄就是超万人的岗位空缺。\n在招聘渠道上，各家也在探索破圈的可能性：4月，学而思网校联合央视频举行“云招聘”，面向15个城市开放12000余岗位；5月份，猿辅导、有道精品课这两家K12网校品牌站上了央视新闻“‘职’为你来”的招聘舞台，高途课堂与中国教育电视台策划“一职为你”职场招聘......\n更为激烈地，猿辅导在5月甚至已经同步开启了2021届应届毕业生秋招辅导老师专场。与如此大辅导老师缺口相对应地，毫无疑问是猿辅导对于用户规模进一步扩大的野心。\n如此声势浩荡，效果自然也非常明显。前言中所提到的辅导老师数量已足以证明。\n但除了量，还要有质的要求。\n某业内从业者告诉多知，在5月投放号角正式吹响之前，学而思网校已经派驻了去年参与暑期低价课的辅导老师分别前往14家分公司的辅导老师基地，带队培训；作业帮将短期班的辅导老师定名为转化人员，并集中派驻到了西安。\n多知也在观察中发现，跟谁学在招聘中将辅导老师分为训练营辅导老师和长期班辅导老师，前者主要负责0元、9元等短期免费或低价班。虽然同属于辅导老师岗位，但是对于训练营辅导老师，跟谁学要求其更需要具备一定的销售技能，对其也制定有一定的销售任务。而普通的辅导老师则主要带长期班，工作任务也以服务、辅导为主。体现在薪资层面，训练营的辅导老师无责任底薪也要明显高于普通辅导老师。\n迎接暑期这场硬仗，至少从辅导老师一端各家已经做足了准备。\n03 投放之争升级到品牌对决\n暑期争夺的火力正从营销投放扩散至品牌之争。\n如果说打增量市场靠营销，在大众市场心中起到了是一个“刷脸”、“蹭面熟”的作用；那在存量市场中的品牌建设，将直接在用户心理埋下对该品牌的深层次认知，提高用户选择的概率。这显然，更与结果相挂钩。\nK12网校也在品牌建设的路上细化出若干分支。\n学而思网校选择将免费课进行到底。于5月中旬推出周一到周六每晚40分钟的在线免费“同步习题课”。\n这一节点，卡的正是暑期预热期。从产品模型上，也填补了低价课、正价课之外的免费课类别。这样以来，每一个产品的定位和作用将更加清晰，产品模型也可以自由组合。与此同时，跟上文所述9元课逻辑类似，0元免费课中家长端的入门门槛将更低。\n猿辅导今年品牌动作重点则是电视广告及地面广告。\n在春晚打响2020年电视广告的品牌宣传之后，在暑期逼近之时，猿辅导的触角又延伸至地面广告一端，与分众传媒的合作铺地地铁广告、电梯广告等已经下沉至四线城市。\n有道精品课、作业帮则在前后脚走上了请代言人的品牌宣传之路。\n在过去，教培行业会选择请代言人的大多是在线1对1这类客单价非常高、需要与用户建立极强品牌粘性的品类。但在K12网校极其惨烈、且同质化严重的红海竞争中，代言人也开始成为一条重要的品牌建设途径之一。\n作为首家官宣代言人的K12网校品牌有道精品课，其副总裁、市场负责人刘韧磊毫不遮掩地表示2020年有道精品课需要迫切解决产品聚焦、提升品牌认知度的问题。毕竟过去有道精品课较为丰富的品类使得用户很难迅速建立起对于该品牌的认知。之所以选择郎平也是出于不同年龄段的家长、学生都对其熟知了解的考虑。\n2020年5月，拥有“组织能力”优势的跟谁学也在极短的时间里搭建出了一支品牌团队。\n在“7岁女孩案板下学习一个月”的热点事件发酵2天之后，跟谁学已经为其捐赠了包括一台新电脑、线上课程、书本文具等在内的学习礼包；随后紧接着，跟谁学宣布成为极限挑战官方推荐在线教育品牌；与共青团共同举办全国青少年经典诵读征集活动......\n但殊途同归，无论具体路径如何选择，本质都是为了引爆品牌，对更广阔的的大众市场攻城略地。\n当然最终导向的，还是擂主席位的争夺。\n“仗要打到什么时候啊？”某K12网校从业者感叹道，谁都不想打，但谁都不得不打。","news_type":1},"isVote":1,"tweetType":1,"viewCount":2640,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":952873450,"gmtCreate":1591950038970,"gmtModify":1704197705449,"author":{"id":"3494110855125892","authorId":"3494110855125892","name":"zzu","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3494110855125892","idStr":"3494110855125892"},"themes":[],"htmlText":"<a 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