Why can Tik Tok still sell course recording and broadcasting?

I used to, but now I'm not good at it.

First, subject courses are completely banned, and quality courses cannot be sold and promoted live.

Recently, the Tik Tok platform issued a "Special Governance Announcement of Tik Tok Preschool and Primary and Secondary Schools (including High Schools) New Education and Training Products" (hereinafter referred to as the "Announcement") to the platform creators and merchants, which attracted the attention of the education and training industry.

The "Announcement" pointed out that the platform prohibits the publication of preschool children's courses and primary and secondary school (including high school) subject courses. Among them, Tik Tok platform refers to the idea of "double reduction" in the definition of subject courses. Clear subject courses include but are not limited to Chinese, mathematics, foreign languages (English, Japanese, Russian), physics, chemical biology, politics, historical geography, science and its derivative courses.

For non-subject courses in primary and secondary schools (including high schools), the Tik Tok platform also stipulates that it is only allowed to be published in the category of "education and training-primary and secondary school training-children's interests", and such courses are not allowed to promote related products in the form of live broadcast or video.

According to the "Announcement", businesses that violate the regulations will be deducted, and if the points reach a certain point, they will face the consequences of deducting illegal funds, suspending business for rectification and repaying.

Overall, this statement conveys two important signals. First of all, all subject courses from preschool to high school are completely "blocked" on the Tik Tok platform. Second, non-subject courses can be released, but they cannot be promoted through information flow and other forms, nor can they realize income transformation through the current hot "live broadcast with goods".

Tik Tok's special rectification campaign has been carried out gradually since June165438+1October 65438+September. This is undoubtedly bad news for those teaching and training practitioners who want to build personal IP or bring their own course products by relying on Tik Tok's huge traffic.

Since the "double reduction", this is not the first rectification of the e-commerce platform for the teaching and training industry. In September this year, Tik Tok once removed all the K 12 products from the window shop, leaving only the verbal card, teaching materials, hardware and quality education courses. At that time, Taobao also issued the "Announcement on the Special Treatment of Illegal Off-campus Training Commodities", which removed all the courses in the early childhood and compulsory education stages, leaving only teaching AIDS, box products, paper textbooks and other products, and the high school and adult education stages were not affected. JD.COM directly eliminated the flagship store of K 12 discipline training, leaving only the flagship store selling educational hardware and paper textbooks. It is not difficult to see that the new rules of Tik Tok after the Double Eleven have further expanded the control of the teaching and training industry, and high school courses and quality courses have been newly included in the management scope. On this basis, the upcoming regulations of other e-commerce platforms in the later period can only become more and more strict.

All this is related to the regulation of "prohibiting off-campus teaching and training industry advertising" after the "double reduction". It is these two laws and regulations that declare the end of the marketing era of "burning money" in the teaching and training industry.