KCChen的个人主页 - 老虎社区

KCChen

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2021-08-04

点个赞吧

美股半导体板块盘初普涨，AMD涨超4%续创新高

2021-08-03

$腾讯音乐(TME)$🙄

2021-08-03

一波未平一波又起

抱歉，原内容已删除

2021-08-02

今日行情怎么看？

2021-08-02

$小米集团-W(01810)$免费股

2021-08-01

瑞幸还有很远的路

抱歉，原内容已删除

2021-08-01

$腾讯音乐(TME)$加不加仓？

2021-08-01

下星期大家怎么看？

2021-07-30

$腾讯音乐(TME)$今晚再补仓

2021-07-30

慢慢补仓！

2021-07-30

需认真思考🤔

在线教育火拼硬件，是炒概念还是真转型？

2021-07-30

看准机会，再走起

抱歉，原内容已删除

2021-07-29

严重

抱歉，原内容已删除

2021-07-29

是时候入场了吗？

2021-07-28

大家有什么看法？

2021-07-28

值得期待接下来的趋势

抱歉，原内容已删除

去老虎APP查看更多动态

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21:56</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<p>周三，美股半导体板块盘初普涨，<a href=\"https://laohu8.com/S/AMD\">AMD</a>涨超4%续创新高，<a href=\"https://laohu8.com/S/ASX\">日月光半导体</a>、<a href=\"https://laohu8.com/S/UMC\">联电</a>涨2.5%，<a href=\"https://laohu8.com/S/NXPI\">恩智浦</a>半导体、<a href=\"https://laohu8.com/S/TSM\">台积电</a>涨0.5%。</p>\n<p><img src=\"https://static.tigerbbs.com/d1dcc2d93b0d500b847fc508bbf2c6ab\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9035047aab1628fa23df810d4986f063","relate_stocks":{"TSM":"台积电","ASX":"日月光半导体","AMD":"美国超微公司","NXPI":"恩智浦","EWT":"台湾ETF-iShares 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一波又起","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/804652273","repostId":"1121813214","repostType":4,"isVote":1,"tweetType":1,"viewCount":1007,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":805161426,"gmtCreate":1627865915465,"gmtModify":1633755844879,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"今日行情怎么看？","listText":"今日行情怎么看？","text":"今日行情怎么看？","images":[{"img":"https://static.tigerbbs.com/3baafcd1143745cbba2750927be7fb6f","width":"1125","height":"3165"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/805161426","isVote":1,"tweetType":1,"viewCount":366,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0},{"id":805163785,"gmtCreate":1627865880447,"gmtModify":1633755845574,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a 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10:33","market":"hk","language":"zh","title":"在线教育火拼硬件，是炒概念还是真转型？","url":"https://stock-news.laohu8.com/highlight/detail?id=1154587576","media":"深燃","summary":"智能教育硬件赛道现状如何？从“软”到“硬”该如何转？难度大不大？","content":"<p>“大地震”终于还是来了。</p>\n<p>7月24日，规范中小学校外培训机构的“双减”文件（《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》）官宣，意味着K9阶段学科培训的生存空间将被极大压缩；不能上市融资，对于靠资本砸钱快速扩张的在线教育企业而言，更可谓是釜底抽薪。</p>\n<p>眼看重锤落地，从业者们也从上半年抱有侥幸心理到如今必须“认清现实”。有行业人士甚至给出建议，“能转型的转型，不能转型的转行”。如何转型，成了各大教培机构从业者近一周来讨论最多的话题，就看谁的动作快、方向准了。</p>\n<p>转型浪潮下，已经有不少选手先“转”为敬了。<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>教育硬件是其中颇受关注的方向之一。这个并不算新的赛道已经涌入了多方选手，有在线教育企业、互联网科技企业，还有传统教育硬件厂商，新的产品形态更是层出不穷。有观点认为，在新的教培时代下，这一市场的需求比想象中旺盛。</p>\n<p>VC们也在密切关注这个赛道，寻求转型的从业者们更是在观望之中：智能教育硬件赛道现状如何？从“软”到“硬”该如何转？难度大不大？</p>\n<p><b>　争着抢着做硬件</b></p>\n<p>“C端教育硬件产品未来一定会增多。”</p>\n<p>蓝象资本合伙人周爽长期看好这一赛道。她告诉深燃，“校外学科培训被压缩后，学生的时间分配发生了变化，过去在教培机构的时间会被分配到校内或家庭中，这意味着，用户对家庭教育场景产品的需求将会增大，必然会涌现一波新的市场机会”。</p>\n<p>自疫情导致学生长时间居家学习后，教育硬件市场的市场想象力和利润空间被进一步看到。艾瑞咨询发布的《2021年中国教育智能硬件趋势洞察报告》显示，预计2021年中国教育智能硬件市场规模将达453亿元，2024年将达近千亿元。</p>\n<p>智能教育硬件算不上是一个新赛道，产品形态用千姿百态来形容一点也不为过。</p>\n<p>从小霸王，到<a href=\"https://laohu8.com/S/002251\">步步高</a>、读书郎，这些传统教育硬件厂商自上世纪末成立起就开始厮杀，如今已经跑出了一批营收规模化的准上市企业。今年上半年，读书郎向港交所递交的招股书显示，其2020财年营收7.34亿元，净利润9201.3万元；学习平板领域的优学派也已正式向深交所递交招股书，准备在创业板上市，并已获受理，其2020上半年营收2.88亿元，净亏损103.83万元。</p>\n<p>多家互联网科技公司、在线教育企业也先后下场做智能教育硬件。字节跳动、小米、<a href=\"https://laohu8.com/S/BIDU\">百度</a>、<a href=\"https://laohu8.com/S/002230\">科大讯飞</a>等都已发布相关产品。</p>\n<p>在线教育选手中，<a href=\"https://laohu8.com/S/NTES\">网易</a>有道、猿辅导、作业帮都多多少少涉足了智能教育硬件业务。其中<a href=\"https://laohu8.com/S/DAO\">有道</a>已经把智能教育硬件业务做成了营收支柱之一，以2021年Q1为例，有道整体营收13.4亿元，其中，教育硬件营收2.02亿元，营收占比为15.07%，而最为主要的K12业务的销售额也仅为4.42 亿元。</p>\n<p><img src=\"https://static.tigerbbs.com/3e2345b8610e5d747fbc26d559cbe777\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\"></p>\n<p>有道教育硬件业务的主力产品形态是词典笔。2021财年Q1期间，有道的学习服务和学习产品的毛利率达到了上市以来最高，主因是“有道词典笔3”的销售额大涨，且该产品的毛利率高于其它学习产品。就在本周，有道还发布了和<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>合作的网易有道词典笔K3冰雪奇缘系列。</p>\n<p>词典笔是行业选手扎堆进入的领域。科大讯飞于2020年下半年推出了讯飞扫描词典笔，老牌选手汉王更是早在2011年就发布了汉王词典笔。</p>\n<p>教育硬件近两年最新鲜的产品形态是智能台灯。</p>\n<p>2020年10月字节跳动旗下大力教育发布“智能台灯”，引发了行业人士对于家庭教育场景下的新型“流量入口”的关注。</p>\n<p>字节挑起的这场“造灯大战”，引来了<a href=\"https://laohu8.com/S/00700\">腾讯</a>、阿里等巨头参战。今年上半年有传闻称，作业帮也在布局“智能台灯”。</p>\n<p>“古老”的学习机、学习平板，是不少传统厂商押宝的产品形态，也是跨界选手加码的领域。科大讯飞于今年7月已经发布了新款学习机。此前还有消息称，大力教育或正在研发学习平板产品。有道在财报会上曾透露“今年将发布教育硬件新品”，被行业人士指出将推出学习平板。</p>\n<p>在常见的产品形态外，互联网科技公司和在线教育公司也不断在细分场景创新产品形态。有道、猿辅导、作业帮都推出了错题打印机产品，抓住了错题打印这一细分场景；猿辅导旗下的斑马在今年7月推出了针对早幼阶段的“斑马逻辑思维学习机”，和斑马APP的内容形成了联动；此外，智能写字板、教育电子纸等产品形态也在不断被推广。</p>\n<p><b>打得火热，也不乏质疑</b></p>\n<p>在线教育“熄火”了，智能教育硬件市场或将兴起新一轮浪潮，但这个赛道目前是火热与质疑并存。</p>\n<p>当下教育硬件市场的竞争，早已不限于硬件层面的竞争，更在于硬件和软件内容、服务的深度融合。也因此，教育硬件赛道上的三类选手，都有要补的短板。</p>\n<p>传统硬件厂商的长处是硬件的设计和生产，短板在于教育内容的研发。但对于技术和内容研发见长的互联网科技公司和在线教育选手而言，工业设计、供应链的交付、销售渠道则是不得不应对的难题。</p>\n<p>“跨界入局做硬件，可能会踩很多坑。”多鲸资本创始合伙人姚玉飞分析道。首先，跨界做教育硬件，往往缺乏供应链把控能力，没有工业设计的基因、对硬件的理解不成熟，找到合适的代工厂商去交付相应符合要求的产品也不容易。其次难在销售渠道，无论是选择通过电商、自有用户转换、广告投放，还是线下代理分销的渠道，这些销售渠道都已经被传统厂商挖掘过，“内卷”严重。</p>\n<p>与“基因”不适配相比，更关键的是，无论产品形态再花哨，功能无法满足用户需求，用户也不会买单。以大力教育推出的智能台灯为例，其上线之后，曾遭受不少质疑，比如“价格偏高、性价比低”、“导流意图明显，是为了卖课”，而在产品性能上，也有消费者评论“识别能力差”、“连接WiFi困难”等。</p>\n<p><img src=\"https://static.tigerbbs.com/7df85c6229f5d165e65c1b68ef595f39\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\">来源/Pexels</p>\n<p>此外，“双减”文件指出，线上培训机构不得提供和传播“拍照搜题”等惰化学生思维能力的不良学习方法。“智能台灯”的重要功能之一“拍照搜题”未来也可能被下架。</p>\n<p>“教育硬件产业早已成为了一个红海市场。行业选手现在All in转型做硬件，可能会比较难。”姚玉飞表示。即使是大厂，做智能教育硬件，也是因为技术和内容方面有一些进展需要场景落地，又或者是为了抢占某些特定场景去推出产品，并不能称得上是All in的打法，而只是战略性布局。</p>\n<p>此前K12在线教育厂商集中在错题打印机等模式较轻的产品形态上，意欲加大投入智能硬件的研发，其更关键的目的在于，将硬件作为“流量入口”，以缓解流量焦虑。尤其是大热的智能台灯，能够爆火的原因之一是，其被视为抢夺线下家庭场景的关键流量入口，再以此引导用户从硬件转化为直播课付费用户。</p>\n<p>“双减”之下，K12在线大班直播课的战火已经熄灭，在线教育企业以往将智能硬件作“流量入口”的意义缩小，这部分选手们对智能硬件还有多大的投入耐心也要打个问号。</p>\n<p><b>　抢跑智能教育硬件，应该怎么抢？</b></p>\n<p>如今，K12在线教育赛道在“去资本化”的背景下，“活下去”最为紧要。“K12在线教育已经进入了转型期，现阶段是各家各显神通的阶段。只要有机会、能转型，各个方向各家可能都会尝试。”一位在线教育从业者告诉深燃。</p>\n<p>姚玉飞表达了类似观点：“K12在线教育可以说进入了生死存亡的关头，做智能教育硬件是能够活下去的方式之一，各家一定会评估，如何能够将硬件和自己原本的业务相结合实现增收。”</p>\n<p>转型困难重重，但智能硬件成为教育公司的业务支柱之一，也并非没有先例。自2017年有道开始试水智能教育硬件，推出了第一款产品“有道翻译蛋”后，陆续推出了有道词典笔、有道翻译王、有道口袋打印机、有道超级词典等产品。</p>\n<p>有道也是由于布局较早，并且经过了3年时间，才实现了教育硬件产品营收规模化。2020年，网易有道营收31.68亿元，其中，教育硬件产品营收达到5.4亿元，同比增长139.8%；2021年Q1，有道营收13.4亿元，教育硬件营收2.02亿元，同比增幅达279.8%。硬件的收入还在迅速增长。</p>\n<p>在线教育选手造硬件，当“流量入口”的意义减弱后，未来智能教育硬件的作用，是真正解决线下学习场景的问题。与业务协同相比，更意味着开辟新业务，而且，教育硬件的投入与产出需要较长的时间周期，新选手入局尤其需要审慎评估。</p>\n<p>在转型布局的思路上，将部分内容嵌入硬件载体，从卖内容转为卖硬件，以满足离线使用、保护眼睛等需求的思路，很可能被套用到K12赛道。也就是说，在线教育选手们的内容优势还有一定的窗口期，就看是否能够和硬件融合。</p>\n<p><img src=\"https://static.tigerbbs.com/cba3ed0c7becf87684fc1036a9566fea\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\">来源/<a href=\"https://laohu8.com/S/000681\">视觉中国</a></p>\n<p>周爽认为，K12校外学科培训被压缩后，未来网上的免费资源会越来越多，优质的教育内容也会越来越普及。面对互联网平台庞大的内容池，为学生进行能力测评、利用算法进行个性化学习内容推荐，将教育和科技深度结合，提升学生学习效率和资源搜索效率，应当是接下来这个赛道投入的方向之一。</p>\n<p>未来智能教育硬件的想象空间还在于其产品升级和增值服务。周爽最近关注的智能教育硬件项目包括智慧手环、智慧跳绳、智慧音箱、智慧镜子等。“这些可能都是比较传统的场景，但硬件如果能够通过科技进一步迭代，或者加上个性化增值服务，就会拥有无限想象力。”</p>\n<p>多鲸资本教育研究院发布的《2020年中国教育智能硬件报告》也指出，教育智能硬件的发展趋势一定是朝着“硬件+内容+数据+服务”的四模块方式继续升级，以提升传统家庭教育场景和学校教育场景的学习体验和教学效果。</p>\n<p>润米咨询创始人刘润形容，K12校外培训向素质教育转型，是“西湖很难承受<a href=\"https://laohu8.com/S/601099\">太平洋</a>的水量”，接下来的竞争一定是非常惨烈。热门的成人教育也是如此。</p>\n<p>没有了疯狂的资本输血，K12在线教育选手们要转型，更迫切需要跑通盈利模式，实现自我造血。做智能教育硬件原本就不容易，对于为了转型而抢跑教育硬件的选手更是难上加难。不过长远来看，新政之下，未来教育硬件需求势必会增加，市场潜力毋庸置疑。</p>","source":"lsy1598506047654","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>在线教育火拼硬件，是炒概念还是真转型？</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; 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width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; 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\">\n在线教育火拼硬件，是炒概念还是真转型？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-07-30 10:33 北京时间&nbsp;&nbsp;&nbsp;<a href=http://finance.sina.com.cn/tech/csj/2021-07-30/doc-ikqciyzk8444387.shtml><strong>深燃</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>“大地震”终于还是来了。\n7月24日，规范中小学校外培训机构的“双减”文件（《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》）官宣，意味着K9阶段学科培训的生存空间将被极大压缩；不能上市融资，对于靠资本砸钱快速扩张的在线教育企业而言，更可谓是釜底抽薪。\n眼看重锤落地，从业者们也从上半年抱有侥幸心理到如今必须“认清现实”。有行业人士甚至给出建议，“能转型的转型，不能转型的转行”。如何...</p>\n\n<a href=\"http://finance.sina.com.cn/tech/csj/2021-07-30/doc-ikqciyzk8444387.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/2447f22ca313f2be4732c1fbc60cb2a9","relate_stocks":{"09901":"新东方-S","GOTU":"高途","01797":"东方甄选","TAL":"好未来","EDU":"新东方"},"source_url":"http://finance.sina.com.cn/tech/csj/2021-07-30/doc-ikqciyzk8444387.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1154587576","content_text":"“大地震”终于还是来了。\n7月24日，规范中小学校外培训机构的“双减”文件（《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》）官宣，意味着K9阶段学科培训的生存空间将被极大压缩；不能上市融资，对于靠资本砸钱快速扩张的在线教育企业而言，更可谓是釜底抽薪。\n眼看重锤落地，从业者们也从上半年抱有侥幸心理到如今必须“认清现实”。有行业人士甚至给出建议，“能转型的转型，不能转型的转行”。如何转型，成了各大教培机构从业者近一周来讨论最多的话题，就看谁的动作快、方向准了。\n转型浪潮下，已经有不少选手先“转”为敬了。智能教育硬件是其中颇受关注的方向之一。这个并不算新的赛道已经涌入了多方选手，有在线教育企业、互联网科技企业，还有传统教育硬件厂商，新的产品形态更是层出不穷。有观点认为，在新的教培时代下，这一市场的需求比想象中旺盛。\nVC们也在密切关注这个赛道，寻求转型的从业者们更是在观望之中：智能教育硬件赛道现状如何？从“软”到“硬”该如何转？难度大不大？\n　争着抢着做硬件\n“C端教育硬件产品未来一定会增多。”\n蓝象资本合伙人周爽长期看好这一赛道。她告诉深燃，“校外学科培训被压缩后，学生的时间分配发生了变化，过去在教培机构的时间会被分配到校内或家庭中，这意味着，用户对家庭教育场景产品的需求将会增大，必然会涌现一波新的市场机会”。\n自疫情导致学生长时间居家学习后，教育硬件市场的市场想象力和利润空间被进一步看到。艾瑞咨询发布的《2021年中国教育智能硬件趋势洞察报告》显示，预计2021年中国教育智能硬件市场规模将达453亿元，2024年将达近千亿元。\n智能教育硬件算不上是一个新赛道，产品形态用千姿百态来形容一点也不为过。\n从小霸王，到步步高、读书郎，这些传统教育硬件厂商自上世纪末成立起就开始厮杀，如今已经跑出了一批营收规模化的准上市企业。今年上半年，读书郎向港交所递交的招股书显示，其2020财年营收7.34亿元，净利润9201.3万元；学习平板领域的优学派也已正式向深交所递交招股书，准备在创业板上市，并已获受理，其2020上半年营收2.88亿元，净亏损103.83万元。\n多家互联网科技公司、在线教育企业也先后下场做智能教育硬件。字节跳动、小米、百度、科大讯飞等都已发布相关产品。\n在线教育选手中，网易有道、猿辅导、作业帮都多多少少涉足了智能教育硬件业务。其中有道已经把智能教育硬件业务做成了营收支柱之一，以2021年Q1为例，有道整体营收13.4亿元，其中，教育硬件营收2.02亿元，营收占比为15.07%，而最为主要的K12业务的销售额也仅为4.42 亿元。\n\n有道教育硬件业务的主力产品形态是词典笔。2021财年Q1期间，有道的学习服务和学习产品的毛利率达到了上市以来最高，主因是“有道词典笔3”的销售额大涨，且该产品的毛利率高于其它学习产品。就在本周，有道还发布了和迪士尼合作的网易有道词典笔K3冰雪奇缘系列。\n词典笔是行业选手扎堆进入的领域。科大讯飞于2020年下半年推出了讯飞扫描词典笔，老牌选手汉王更是早在2011年就发布了汉王词典笔。\n教育硬件近两年最新鲜的产品形态是智能台灯。\n2020年10月字节跳动旗下大力教育发布“智能台灯”，引发了行业人士对于家庭教育场景下的新型“流量入口”的关注。\n字节挑起的这场“造灯大战”，引来了腾讯、阿里等巨头参战。今年上半年有传闻称，作业帮也在布局“智能台灯”。\n“古老”的学习机、学习平板，是不少传统厂商押宝的产品形态，也是跨界选手加码的领域。科大讯飞于今年7月已经发布了新款学习机。此前还有消息称，大力教育或正在研发学习平板产品。有道在财报会上曾透露“今年将发布教育硬件新品”，被行业人士指出将推出学习平板。\n在常见的产品形态外，互联网科技公司和在线教育公司也不断在细分场景创新产品形态。有道、猿辅导、作业帮都推出了错题打印机产品，抓住了错题打印这一细分场景；猿辅导旗下的斑马在今年7月推出了针对早幼阶段的“斑马逻辑思维学习机”，和斑马APP的内容形成了联动；此外，智能写字板、教育电子纸等产品形态也在不断被推广。\n打得火热，也不乏质疑\n在线教育“熄火”了，智能教育硬件市场或将兴起新一轮浪潮，但这个赛道目前是火热与质疑并存。\n当下教育硬件市场的竞争，早已不限于硬件层面的竞争，更在于硬件和软件内容、服务的深度融合。也因此，教育硬件赛道上的三类选手，都有要补的短板。\n传统硬件厂商的长处是硬件的设计和生产，短板在于教育内容的研发。但对于技术和内容研发见长的互联网科技公司和在线教育选手而言，工业设计、供应链的交付、销售渠道则是不得不应对的难题。\n“跨界入局做硬件，可能会踩很多坑。”多鲸资本创始合伙人姚玉飞分析道。首先，跨界做教育硬件，往往缺乏供应链把控能力，没有工业设计的基因、对硬件的理解不成熟，找到合适的代工厂商去交付相应符合要求的产品也不容易。其次难在销售渠道，无论是选择通过电商、自有用户转换、广告投放，还是线下代理分销的渠道，这些销售渠道都已经被传统厂商挖掘过，“内卷”严重。\n与“基因”不适配相比，更关键的是，无论产品形态再花哨，功能无法满足用户需求，用户也不会买单。以大力教育推出的智能台灯为例，其上线之后，曾遭受不少质疑，比如“价格偏高、性价比低”、“导流意图明显，是为了卖课”，而在产品性能上，也有消费者评论“识别能力差”、“连接WiFi困难”等。\n来源/Pexels\n此外，“双减”文件指出，线上培训机构不得提供和传播“拍照搜题”等惰化学生思维能力的不良学习方法。“智能台灯”的重要功能之一“拍照搜题”未来也可能被下架。\n“教育硬件产业早已成为了一个红海市场。行业选手现在All in转型做硬件，可能会比较难。”姚玉飞表示。即使是大厂，做智能教育硬件，也是因为技术和内容方面有一些进展需要场景落地，又或者是为了抢占某些特定场景去推出产品，并不能称得上是All in的打法，而只是战略性布局。\n此前K12在线教育厂商集中在错题打印机等模式较轻的产品形态上，意欲加大投入智能硬件的研发，其更关键的目的在于，将硬件作为“流量入口”，以缓解流量焦虑。尤其是大热的智能台灯，能够爆火的原因之一是，其被视为抢夺线下家庭场景的关键流量入口，再以此引导用户从硬件转化为直播课付费用户。\n“双减”之下，K12在线大班直播课的战火已经熄灭，在线教育企业以往将智能硬件作“流量入口”的意义缩小，这部分选手们对智能硬件还有多大的投入耐心也要打个问号。\n　抢跑智能教育硬件，应该怎么抢？\n如今，K12在线教育赛道在“去资本化”的背景下，“活下去”最为紧要。“K12在线教育已经进入了转型期，现阶段是各家各显神通的阶段。只要有机会、能转型，各个方向各家可能都会尝试。”一位在线教育从业者告诉深燃。\n姚玉飞表达了类似观点：“K12在线教育可以说进入了生死存亡的关头，做智能教育硬件是能够活下去的方式之一，各家一定会评估，如何能够将硬件和自己原本的业务相结合实现增收。”\n转型困难重重，但智能硬件成为教育公司的业务支柱之一，也并非没有先例。自2017年有道开始试水智能教育硬件，推出了第一款产品“有道翻译蛋”后，陆续推出了有道词典笔、有道翻译王、有道口袋打印机、有道超级词典等产品。\n有道也是由于布局较早，并且经过了3年时间，才实现了教育硬件产品营收规模化。2020年，网易有道营收31.68亿元，其中，教育硬件产品营收达到5.4亿元，同比增长139.8%；2021年Q1，有道营收13.4亿元，教育硬件营收2.02亿元，同比增幅达279.8%。硬件的收入还在迅速增长。\n在线教育选手造硬件，当“流量入口”的意义减弱后，未来智能教育硬件的作用，是真正解决线下学习场景的问题。与业务协同相比，更意味着开辟新业务，而且，教育硬件的投入与产出需要较长的时间周期，新选手入局尤其需要审慎评估。\n在转型布局的思路上，将部分内容嵌入硬件载体，从卖内容转为卖硬件，以满足离线使用、保护眼睛等需求的思路，很可能被套用到K12赛道。也就是说，在线教育选手们的内容优势还有一定的窗口期，就看是否能够和硬件融合。\n来源/视觉中国\n周爽认为，K12校外学科培训被压缩后，未来网上的免费资源会越来越多，优质的教育内容也会越来越普及。面对互联网平台庞大的内容池，为学生进行能力测评、利用算法进行个性化学习内容推荐，将教育和科技深度结合，提升学生学习效率和资源搜索效率，应当是接下来这个赛道投入的方向之一。\n未来智能教育硬件的想象空间还在于其产品升级和增值服务。周爽最近关注的智能教育硬件项目包括智慧手环、智慧跳绳、智慧音箱、智慧镜子等。“这些可能都是比较传统的场景，但硬件如果能够通过科技进一步迭代，或者加上个性化增值服务，就会拥有无限想象力。”\n多鲸资本教育研究院发布的《2020年中国教育智能硬件报告》也指出，教育智能硬件的发展趋势一定是朝着“硬件+内容+数据+服务”的四模块方式继续升级，以提升传统家庭教育场景和学校教育场景的学习体验和教学效果。\n润米咨询创始人刘润形容，K12校外培训向素质教育转型，是“西湖很难承受太平洋的水量”，接下来的竞争一定是非常惨烈。热门的成人教育也是如此。\n没有了疯狂的资本输血，K12在线教育选手们要转型，更迫切需要跑通盈利模式，实现自我造血。做智能教育硬件原本就不容易，对于为了转型而抢跑教育硬件的选手更是难上加难。不过长远来看，新政之下，未来教育硬件需求势必会增加，市场潜力毋庸置疑。","news_type":1},"isVote":1,"tweetType":1,"viewCount":106,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":806995955,"gmtCreate":1627622340577,"gmtModify":1633757666466,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"看准机会，再走起","listText":"看准机会，再走起","text":"看准机会，再走起","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/806995955","repostId":"1169020944","repostType":4,"isVote":1,"tweetType":1,"viewCount":966,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":801406900,"gmtCreate":1627525803800,"gmtModify":1633764110656,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"严重","listText":"严重","text":"严重","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/801406900","repostId":"1155682400","repostType":4,"isVote":1,"tweetType":1,"viewCount":1102,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":801403368,"gmtCreate":1627525645554,"gmtModify":1633764112565,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"是时候入场了吗？","listText":"是时候入场了吗？","text":"是时候入场了吗？","images":[{"img":"https://static.tigerbbs.com/33203fafa19e05ed722a7d016dfcccbc","width":"750","height":"749"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/801403368","isVote":1,"tweetType":1,"viewCount":85,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0},{"id":801956112,"gmtCreate":1627480593036,"gmtModify":1633764605063,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"大家有什么看法？","listText":"大家有什么看法？","text":"大家有什么看法？","images":[{"img":"https://static.tigerbbs.com/82630b6993c1f864d95a9ba3eef172b0","width":"1125","height":"3817"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/801956112","isVote":1,"tweetType":1,"viewCount":180,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0},{"id":801917516,"gmtCreate":1627479415935,"gmtModify":1633764629839,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"值得期待接下来的趋势","listText":"值得期待接下来的趋势","text":"值得期待接下来的趋势","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/801917516","repostId":"2154494900","repostType":4,"isVote":1,"tweetType":1,"viewCount":416,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageC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21:56</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<p>周三，美股半导体板块盘初普涨，<a href=\"https://laohu8.com/S/AMD\">AMD</a>涨超4%续创新高，<a href=\"https://laohu8.com/S/ASX\">日月光半导体</a>、<a href=\"https://laohu8.com/S/UMC\">联电</a>涨2.5%，<a href=\"https://laohu8.com/S/NXPI\">恩智浦</a>半导体、<a href=\"https://laohu8.com/S/TSM\">台积电</a>涨0.5%。</p>\n<p><img src=\"https://static.tigerbbs.com/d1dcc2d93b0d500b847fc508bbf2c6ab\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\"></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9035047aab1628fa23df810d4986f063","relate_stocks":{"TSM":"台积电","ASX":"日月光半导体","AMD":"美国超微公司","NXPI":"恩智浦","EWT":"台湾ETF-iShares 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10:33","market":"hk","language":"zh","title":"在线教育火拼硬件，是炒概念还是真转型？","url":"https://stock-news.laohu8.com/highlight/detail?id=1154587576","media":"深燃","summary":"智能教育硬件赛道现状如何？从“软”到“硬”该如何转？难度大不大？","content":"<p>“大地震”终于还是来了。</p>\n<p>7月24日，规范中小学校外培训机构的“双减”文件（《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》）官宣，意味着K9阶段学科培训的生存空间将被极大压缩；不能上市融资，对于靠资本砸钱快速扩张的在线教育企业而言，更可谓是釜底抽薪。</p>\n<p>眼看重锤落地，从业者们也从上半年抱有侥幸心理到如今必须“认清现实”。有行业人士甚至给出建议，“能转型的转型，不能转型的转行”。如何转型，成了各大教培机构从业者近一周来讨论最多的话题，就看谁的动作快、方向准了。</p>\n<p>转型浪潮下，已经有不少选手先“转”为敬了。<a href=\"https://laohu8.com/S/5RE.SI\">智能</a>教育硬件是其中颇受关注的方向之一。这个并不算新的赛道已经涌入了多方选手，有在线教育企业、互联网科技企业，还有传统教育硬件厂商，新的产品形态更是层出不穷。有观点认为，在新的教培时代下，这一市场的需求比想象中旺盛。</p>\n<p>VC们也在密切关注这个赛道，寻求转型的从业者们更是在观望之中：智能教育硬件赛道现状如何？从“软”到“硬”该如何转？难度大不大？</p>\n<p><b>　争着抢着做硬件</b></p>\n<p>“C端教育硬件产品未来一定会增多。”</p>\n<p>蓝象资本合伙人周爽长期看好这一赛道。她告诉深燃，“校外学科培训被压缩后，学生的时间分配发生了变化，过去在教培机构的时间会被分配到校内或家庭中，这意味着，用户对家庭教育场景产品的需求将会增大，必然会涌现一波新的市场机会”。</p>\n<p>自疫情导致学生长时间居家学习后，教育硬件市场的市场想象力和利润空间被进一步看到。艾瑞咨询发布的《2021年中国教育智能硬件趋势洞察报告》显示，预计2021年中国教育智能硬件市场规模将达453亿元，2024年将达近千亿元。</p>\n<p>智能教育硬件算不上是一个新赛道，产品形态用千姿百态来形容一点也不为过。</p>\n<p>从小霸王，到<a href=\"https://laohu8.com/S/002251\">步步高</a>、读书郎，这些传统教育硬件厂商自上世纪末成立起就开始厮杀，如今已经跑出了一批营收规模化的准上市企业。今年上半年，读书郎向港交所递交的招股书显示，其2020财年营收7.34亿元，净利润9201.3万元；学习平板领域的优学派也已正式向深交所递交招股书，准备在创业板上市，并已获受理，其2020上半年营收2.88亿元，净亏损103.83万元。</p>\n<p>多家互联网科技公司、在线教育企业也先后下场做智能教育硬件。字节跳动、小米、<a href=\"https://laohu8.com/S/BIDU\">百度</a>、<a href=\"https://laohu8.com/S/002230\">科大讯飞</a>等都已发布相关产品。</p>\n<p>在线教育选手中，<a href=\"https://laohu8.com/S/NTES\">网易</a>有道、猿辅导、作业帮都多多少少涉足了智能教育硬件业务。其中<a href=\"https://laohu8.com/S/DAO\">有道</a>已经把智能教育硬件业务做成了营收支柱之一，以2021年Q1为例，有道整体营收13.4亿元，其中，教育硬件营收2.02亿元，营收占比为15.07%，而最为主要的K12业务的销售额也仅为4.42 亿元。</p>\n<p><img src=\"https://static.tigerbbs.com/3e2345b8610e5d747fbc26d559cbe777\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\"></p>\n<p>有道教育硬件业务的主力产品形态是词典笔。2021财年Q1期间，有道的学习服务和学习产品的毛利率达到了上市以来最高，主因是“有道词典笔3”的销售额大涨，且该产品的毛利率高于其它学习产品。就在本周，有道还发布了和<a href=\"https://laohu8.com/S/DIS\">迪士尼</a>合作的网易有道词典笔K3冰雪奇缘系列。</p>\n<p>词典笔是行业选手扎堆进入的领域。科大讯飞于2020年下半年推出了讯飞扫描词典笔，老牌选手汉王更是早在2011年就发布了汉王词典笔。</p>\n<p>教育硬件近两年最新鲜的产品形态是智能台灯。</p>\n<p>2020年10月字节跳动旗下大力教育发布“智能台灯”，引发了行业人士对于家庭教育场景下的新型“流量入口”的关注。</p>\n<p>字节挑起的这场“造灯大战”，引来了<a href=\"https://laohu8.com/S/00700\">腾讯</a>、阿里等巨头参战。今年上半年有传闻称，作业帮也在布局“智能台灯”。</p>\n<p>“古老”的学习机、学习平板，是不少传统厂商押宝的产品形态，也是跨界选手加码的领域。科大讯飞于今年7月已经发布了新款学习机。此前还有消息称，大力教育或正在研发学习平板产品。有道在财报会上曾透露“今年将发布教育硬件新品”，被行业人士指出将推出学习平板。</p>\n<p>在常见的产品形态外，互联网科技公司和在线教育公司也不断在细分场景创新产品形态。有道、猿辅导、作业帮都推出了错题打印机产品，抓住了错题打印这一细分场景；猿辅导旗下的斑马在今年7月推出了针对早幼阶段的“斑马逻辑思维学习机”，和斑马APP的内容形成了联动；此外，智能写字板、教育电子纸等产品形态也在不断被推广。</p>\n<p><b>打得火热，也不乏质疑</b></p>\n<p>在线教育“熄火”了，智能教育硬件市场或将兴起新一轮浪潮，但这个赛道目前是火热与质疑并存。</p>\n<p>当下教育硬件市场的竞争，早已不限于硬件层面的竞争，更在于硬件和软件内容、服务的深度融合。也因此，教育硬件赛道上的三类选手，都有要补的短板。</p>\n<p>传统硬件厂商的长处是硬件的设计和生产，短板在于教育内容的研发。但对于技术和内容研发见长的互联网科技公司和在线教育选手而言，工业设计、供应链的交付、销售渠道则是不得不应对的难题。</p>\n<p>“跨界入局做硬件，可能会踩很多坑。”多鲸资本创始合伙人姚玉飞分析道。首先，跨界做教育硬件，往往缺乏供应链把控能力，没有工业设计的基因、对硬件的理解不成熟，找到合适的代工厂商去交付相应符合要求的产品也不容易。其次难在销售渠道，无论是选择通过电商、自有用户转换、广告投放，还是线下代理分销的渠道，这些销售渠道都已经被传统厂商挖掘过，“内卷”严重。</p>\n<p>与“基因”不适配相比，更关键的是，无论产品形态再花哨，功能无法满足用户需求，用户也不会买单。以大力教育推出的智能台灯为例，其上线之后，曾遭受不少质疑，比如“价格偏高、性价比低”、“导流意图明显，是为了卖课”，而在产品性能上，也有消费者评论“识别能力差”、“连接WiFi困难”等。</p>\n<p><img src=\"https://static.tigerbbs.com/7df85c6229f5d165e65c1b68ef595f39\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\">来源/Pexels</p>\n<p>此外，“双减”文件指出，线上培训机构不得提供和传播“拍照搜题”等惰化学生思维能力的不良学习方法。“智能台灯”的重要功能之一“拍照搜题”未来也可能被下架。</p>\n<p>“教育硬件产业早已成为了一个红海市场。行业选手现在All in转型做硬件，可能会比较难。”姚玉飞表示。即使是大厂，做智能教育硬件，也是因为技术和内容方面有一些进展需要场景落地，又或者是为了抢占某些特定场景去推出产品，并不能称得上是All in的打法，而只是战略性布局。</p>\n<p>此前K12在线教育厂商集中在错题打印机等模式较轻的产品形态上，意欲加大投入智能硬件的研发，其更关键的目的在于，将硬件作为“流量入口”，以缓解流量焦虑。尤其是大热的智能台灯，能够爆火的原因之一是，其被视为抢夺线下家庭场景的关键流量入口，再以此引导用户从硬件转化为直播课付费用户。</p>\n<p>“双减”之下，K12在线大班直播课的战火已经熄灭，在线教育企业以往将智能硬件作“流量入口”的意义缩小，这部分选手们对智能硬件还有多大的投入耐心也要打个问号。</p>\n<p><b>　抢跑智能教育硬件，应该怎么抢？</b></p>\n<p>如今，K12在线教育赛道在“去资本化”的背景下，“活下去”最为紧要。“K12在线教育已经进入了转型期，现阶段是各家各显神通的阶段。只要有机会、能转型，各个方向各家可能都会尝试。”一位在线教育从业者告诉深燃。</p>\n<p>姚玉飞表达了类似观点：“K12在线教育可以说进入了生死存亡的关头，做智能教育硬件是能够活下去的方式之一，各家一定会评估，如何能够将硬件和自己原本的业务相结合实现增收。”</p>\n<p>转型困难重重，但智能硬件成为教育公司的业务支柱之一，也并非没有先例。自2017年有道开始试水智能教育硬件，推出了第一款产品“有道翻译蛋”后，陆续推出了有道词典笔、有道翻译王、有道口袋打印机、有道超级词典等产品。</p>\n<p>有道也是由于布局较早，并且经过了3年时间，才实现了教育硬件产品营收规模化。2020年，网易有道营收31.68亿元，其中，教育硬件产品营收达到5.4亿元，同比增长139.8%；2021年Q1，有道营收13.4亿元，教育硬件营收2.02亿元，同比增幅达279.8%。硬件的收入还在迅速增长。</p>\n<p>在线教育选手造硬件，当“流量入口”的意义减弱后，未来智能教育硬件的作用，是真正解决线下学习场景的问题。与业务协同相比，更意味着开辟新业务，而且，教育硬件的投入与产出需要较长的时间周期，新选手入局尤其需要审慎评估。</p>\n<p>在转型布局的思路上，将部分内容嵌入硬件载体，从卖内容转为卖硬件，以满足离线使用、保护眼睛等需求的思路，很可能被套用到K12赛道。也就是说，在线教育选手们的内容优势还有一定的窗口期，就看是否能够和硬件融合。</p>\n<p><img src=\"https://static.tigerbbs.com/cba3ed0c7becf87684fc1036a9566fea\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\">来源/<a href=\"https://laohu8.com/S/000681\">视觉中国</a></p>\n<p>周爽认为，K12校外学科培训被压缩后，未来网上的免费资源会越来越多，优质的教育内容也会越来越普及。面对互联网平台庞大的内容池，为学生进行能力测评、利用算法进行个性化学习内容推荐，将教育和科技深度结合，提升学生学习效率和资源搜索效率，应当是接下来这个赛道投入的方向之一。</p>\n<p>未来智能教育硬件的想象空间还在于其产品升级和增值服务。周爽最近关注的智能教育硬件项目包括智慧手环、智慧跳绳、智慧音箱、智慧镜子等。“这些可能都是比较传统的场景，但硬件如果能够通过科技进一步迭代，或者加上个性化增值服务，就会拥有无限想象力。”</p>\n<p>多鲸资本教育研究院发布的《2020年中国教育智能硬件报告》也指出，教育智能硬件的发展趋势一定是朝着“硬件+内容+数据+服务”的四模块方式继续升级，以提升传统家庭教育场景和学校教育场景的学习体验和教学效果。</p>\n<p>润米咨询创始人刘润形容，K12校外培训向素质教育转型，是“西湖很难承受<a href=\"https://laohu8.com/S/601099\">太平洋</a>的水量”，接下来的竞争一定是非常惨烈。热门的成人教育也是如此。</p>\n<p>没有了疯狂的资本输血，K12在线教育选手们要转型，更迫切需要跑通盈利模式，实现自我造血。做智能教育硬件原本就不容易，对于为了转型而抢跑教育硬件的选手更是难上加难。不过长远来看，新政之下，未来教育硬件需求势必会增加，市场潜力毋庸置疑。</p>","source":"lsy1598506047654","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>在线教育火拼硬件，是炒概念还是真转型？</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; 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width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; 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\">\n在线教育火拼硬件，是炒概念还是真转型？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-07-30 10:33 北京时间&nbsp;&nbsp;&nbsp;<a href=http://finance.sina.com.cn/tech/csj/2021-07-30/doc-ikqciyzk8444387.shtml><strong>深燃</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>“大地震”终于还是来了。\n7月24日，规范中小学校外培训机构的“双减”文件（《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》）官宣，意味着K9阶段学科培训的生存空间将被极大压缩；不能上市融资，对于靠资本砸钱快速扩张的在线教育企业而言，更可谓是釜底抽薪。\n眼看重锤落地，从业者们也从上半年抱有侥幸心理到如今必须“认清现实”。有行业人士甚至给出建议，“能转型的转型，不能转型的转行”。如何...</p>\n\n<a href=\"http://finance.sina.com.cn/tech/csj/2021-07-30/doc-ikqciyzk8444387.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/2447f22ca313f2be4732c1fbc60cb2a9","relate_stocks":{"09901":"新东方-S","GOTU":"高途","01797":"东方甄选","TAL":"好未来","EDU":"新东方"},"source_url":"http://finance.sina.com.cn/tech/csj/2021-07-30/doc-ikqciyzk8444387.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1154587576","content_text":"“大地震”终于还是来了。\n7月24日，规范中小学校外培训机构的“双减”文件（《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》）官宣，意味着K9阶段学科培训的生存空间将被极大压缩；不能上市融资，对于靠资本砸钱快速扩张的在线教育企业而言，更可谓是釜底抽薪。\n眼看重锤落地，从业者们也从上半年抱有侥幸心理到如今必须“认清现实”。有行业人士甚至给出建议，“能转型的转型，不能转型的转行”。如何转型，成了各大教培机构从业者近一周来讨论最多的话题，就看谁的动作快、方向准了。\n转型浪潮下，已经有不少选手先“转”为敬了。智能教育硬件是其中颇受关注的方向之一。这个并不算新的赛道已经涌入了多方选手，有在线教育企业、互联网科技企业，还有传统教育硬件厂商，新的产品形态更是层出不穷。有观点认为，在新的教培时代下，这一市场的需求比想象中旺盛。\nVC们也在密切关注这个赛道，寻求转型的从业者们更是在观望之中：智能教育硬件赛道现状如何？从“软”到“硬”该如何转？难度大不大？\n　争着抢着做硬件\n“C端教育硬件产品未来一定会增多。”\n蓝象资本合伙人周爽长期看好这一赛道。她告诉深燃，“校外学科培训被压缩后，学生的时间分配发生了变化，过去在教培机构的时间会被分配到校内或家庭中，这意味着，用户对家庭教育场景产品的需求将会增大，必然会涌现一波新的市场机会”。\n自疫情导致学生长时间居家学习后，教育硬件市场的市场想象力和利润空间被进一步看到。艾瑞咨询发布的《2021年中国教育智能硬件趋势洞察报告》显示，预计2021年中国教育智能硬件市场规模将达453亿元，2024年将达近千亿元。\n智能教育硬件算不上是一个新赛道，产品形态用千姿百态来形容一点也不为过。\n从小霸王，到步步高、读书郎，这些传统教育硬件厂商自上世纪末成立起就开始厮杀，如今已经跑出了一批营收规模化的准上市企业。今年上半年，读书郎向港交所递交的招股书显示，其2020财年营收7.34亿元，净利润9201.3万元；学习平板领域的优学派也已正式向深交所递交招股书，准备在创业板上市，并已获受理，其2020上半年营收2.88亿元，净亏损103.83万元。\n多家互联网科技公司、在线教育企业也先后下场做智能教育硬件。字节跳动、小米、百度、科大讯飞等都已发布相关产品。\n在线教育选手中，网易有道、猿辅导、作业帮都多多少少涉足了智能教育硬件业务。其中有道已经把智能教育硬件业务做成了营收支柱之一，以2021年Q1为例，有道整体营收13.4亿元，其中，教育硬件营收2.02亿元，营收占比为15.07%，而最为主要的K12业务的销售额也仅为4.42 亿元。\n\n有道教育硬件业务的主力产品形态是词典笔。2021财年Q1期间，有道的学习服务和学习产品的毛利率达到了上市以来最高，主因是“有道词典笔3”的销售额大涨，且该产品的毛利率高于其它学习产品。就在本周，有道还发布了和迪士尼合作的网易有道词典笔K3冰雪奇缘系列。\n词典笔是行业选手扎堆进入的领域。科大讯飞于2020年下半年推出了讯飞扫描词典笔，老牌选手汉王更是早在2011年就发布了汉王词典笔。\n教育硬件近两年最新鲜的产品形态是智能台灯。\n2020年10月字节跳动旗下大力教育发布“智能台灯”，引发了行业人士对于家庭教育场景下的新型“流量入口”的关注。\n字节挑起的这场“造灯大战”，引来了腾讯、阿里等巨头参战。今年上半年有传闻称，作业帮也在布局“智能台灯”。\n“古老”的学习机、学习平板，是不少传统厂商押宝的产品形态，也是跨界选手加码的领域。科大讯飞于今年7月已经发布了新款学习机。此前还有消息称，大力教育或正在研发学习平板产品。有道在财报会上曾透露“今年将发布教育硬件新品”，被行业人士指出将推出学习平板。\n在常见的产品形态外，互联网科技公司和在线教育公司也不断在细分场景创新产品形态。有道、猿辅导、作业帮都推出了错题打印机产品，抓住了错题打印这一细分场景；猿辅导旗下的斑马在今年7月推出了针对早幼阶段的“斑马逻辑思维学习机”，和斑马APP的内容形成了联动；此外，智能写字板、教育电子纸等产品形态也在不断被推广。\n打得火热，也不乏质疑\n在线教育“熄火”了，智能教育硬件市场或将兴起新一轮浪潮，但这个赛道目前是火热与质疑并存。\n当下教育硬件市场的竞争，早已不限于硬件层面的竞争，更在于硬件和软件内容、服务的深度融合。也因此，教育硬件赛道上的三类选手，都有要补的短板。\n传统硬件厂商的长处是硬件的设计和生产，短板在于教育内容的研发。但对于技术和内容研发见长的互联网科技公司和在线教育选手而言，工业设计、供应链的交付、销售渠道则是不得不应对的难题。\n“跨界入局做硬件，可能会踩很多坑。”多鲸资本创始合伙人姚玉飞分析道。首先，跨界做教育硬件，往往缺乏供应链把控能力，没有工业设计的基因、对硬件的理解不成熟，找到合适的代工厂商去交付相应符合要求的产品也不容易。其次难在销售渠道，无论是选择通过电商、自有用户转换、广告投放，还是线下代理分销的渠道，这些销售渠道都已经被传统厂商挖掘过，“内卷”严重。\n与“基因”不适配相比，更关键的是，无论产品形态再花哨，功能无法满足用户需求，用户也不会买单。以大力教育推出的智能台灯为例，其上线之后，曾遭受不少质疑，比如“价格偏高、性价比低”、“导流意图明显，是为了卖课”，而在产品性能上，也有消费者评论“识别能力差”、“连接WiFi困难”等。\n来源/Pexels\n此外，“双减”文件指出，线上培训机构不得提供和传播“拍照搜题”等惰化学生思维能力的不良学习方法。“智能台灯”的重要功能之一“拍照搜题”未来也可能被下架。\n“教育硬件产业早已成为了一个红海市场。行业选手现在All in转型做硬件，可能会比较难。”姚玉飞表示。即使是大厂，做智能教育硬件，也是因为技术和内容方面有一些进展需要场景落地，又或者是为了抢占某些特定场景去推出产品，并不能称得上是All in的打法，而只是战略性布局。\n此前K12在线教育厂商集中在错题打印机等模式较轻的产品形态上，意欲加大投入智能硬件的研发，其更关键的目的在于，将硬件作为“流量入口”，以缓解流量焦虑。尤其是大热的智能台灯，能够爆火的原因之一是，其被视为抢夺线下家庭场景的关键流量入口，再以此引导用户从硬件转化为直播课付费用户。\n“双减”之下，K12在线大班直播课的战火已经熄灭，在线教育企业以往将智能硬件作“流量入口”的意义缩小，这部分选手们对智能硬件还有多大的投入耐心也要打个问号。\n　抢跑智能教育硬件，应该怎么抢？\n如今，K12在线教育赛道在“去资本化”的背景下，“活下去”最为紧要。“K12在线教育已经进入了转型期，现阶段是各家各显神通的阶段。只要有机会、能转型，各个方向各家可能都会尝试。”一位在线教育从业者告诉深燃。\n姚玉飞表达了类似观点：“K12在线教育可以说进入了生死存亡的关头，做智能教育硬件是能够活下去的方式之一，各家一定会评估，如何能够将硬件和自己原本的业务相结合实现增收。”\n转型困难重重，但智能硬件成为教育公司的业务支柱之一，也并非没有先例。自2017年有道开始试水智能教育硬件，推出了第一款产品“有道翻译蛋”后，陆续推出了有道词典笔、有道翻译王、有道口袋打印机、有道超级词典等产品。\n有道也是由于布局较早，并且经过了3年时间，才实现了教育硬件产品营收规模化。2020年，网易有道营收31.68亿元，其中，教育硬件产品营收达到5.4亿元，同比增长139.8%；2021年Q1，有道营收13.4亿元，教育硬件营收2.02亿元，同比增幅达279.8%。硬件的收入还在迅速增长。\n在线教育选手造硬件，当“流量入口”的意义减弱后，未来智能教育硬件的作用，是真正解决线下学习场景的问题。与业务协同相比，更意味着开辟新业务，而且，教育硬件的投入与产出需要较长的时间周期，新选手入局尤其需要审慎评估。\n在转型布局的思路上，将部分内容嵌入硬件载体，从卖内容转为卖硬件，以满足离线使用、保护眼睛等需求的思路，很可能被套用到K12赛道。也就是说，在线教育选手们的内容优势还有一定的窗口期，就看是否能够和硬件融合。\n来源/视觉中国\n周爽认为，K12校外学科培训被压缩后，未来网上的免费资源会越来越多，优质的教育内容也会越来越普及。面对互联网平台庞大的内容池，为学生进行能力测评、利用算法进行个性化学习内容推荐，将教育和科技深度结合，提升学生学习效率和资源搜索效率，应当是接下来这个赛道投入的方向之一。\n未来智能教育硬件的想象空间还在于其产品升级和增值服务。周爽最近关注的智能教育硬件项目包括智慧手环、智慧跳绳、智慧音箱、智慧镜子等。“这些可能都是比较传统的场景，但硬件如果能够通过科技进一步迭代，或者加上个性化增值服务，就会拥有无限想象力。”\n多鲸资本教育研究院发布的《2020年中国教育智能硬件报告》也指出，教育智能硬件的发展趋势一定是朝着“硬件+内容+数据+服务”的四模块方式继续升级，以提升传统家庭教育场景和学校教育场景的学习体验和教学效果。\n润米咨询创始人刘润形容，K12校外培训向素质教育转型，是“西湖很难承受太平洋的水量”，接下来的竞争一定是非常惨烈。热门的成人教育也是如此。\n没有了疯狂的资本输血，K12在线教育选手们要转型，更迫切需要跑通盈利模式，实现自我造血。做智能教育硬件原本就不容易，对于为了转型而抢跑教育硬件的选手更是难上加难。不过长远来看，新政之下，未来教育硬件需求势必会增加，市场潜力毋庸置疑。","news_type":1},"isVote":1,"tweetType":1,"viewCount":106,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":806995955,"gmtCreate":1627622340577,"gmtModify":1633757666466,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"看准机会，再走起","listText":"看准机会，再走起","text":"看准机会，再走起","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/806995955","repostId":"1169020944","repostType":4,"isVote":1,"tweetType":1,"viewCount":966,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":801406900,"gmtCreate":1627525803800,"gmtModify":1633764110656,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"严重","listText":"严重","text":"严重","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/801406900","repostId":"1155682400","repostType":4,"isVote":1,"tweetType":1,"viewCount":1102,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":801403368,"gmtCreate":1627525645554,"gmtModify":1633764112565,"author":{"id":"3578143436313171","authorId":"3578143436313171","name":"KCChen","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"是时候入场了吗？","listText":"是时候入场了吗？","text":"是时候入场了吗？","images":[{"img":"https://static.tigerbbs.com/33203fafa19e05ed722a7d016dfcccbc","width":"750","height":"749"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/801403368","isVote":1,"tweetType":1,"viewCount":85,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0}],"lives":[]}