Competitive product analysis: Tencent classroom VS Netease cloud classroom

The purpose of this competitive product analysis is to find the iterative direction of Tencent classroom.

This paper will start with network teaching and teacher-student interaction. Through the comprehensive analysis of the business, products and functions of Tencent Classroom and Netease Cloud Classroom, this paper discusses the future development trend of Tencent Classroom, and provides new ideas of comprehensive online education products and decision-making assistance for the future development of the industry.

With the continuous improvement of economic level, people pay more and more attention to education. In recent years, interest classes and training institutions have emerged one after another, and the education industry has been very hot. The development of Internet technology has given the traditional offline education a new direction of online teaching. Nowadays, the global epidemic in COVID-19 has accelerated the development of online education, which not only makes more teachers, students and parents know more about online education, but also makes more and more people enjoy the advantages, convenience and system of online education, thus further joining the online education user group.

Schools are mainly responsible for basic education and higher education, but various network platforms can play an auxiliary role. Adult vocational education has no authority in the market and high profits, so all platforms can make great efforts in this direction.

At present, in China society, involution is serious, and the competition between continuing education and employment market is fierce. Young people who are dominated by peer pressure don't want to waste a minute, hoping to improve their self-ability as soon as possible. Therefore, the learning needs of such people are generally great.

The emergence of online vocational education platform has solved the needs of users who want to use their spare time and fragmented time to study and enrich themselves.

Typical comprehensive online vocational skills education platforms include Tencent Classroom, Netease Cloud Classroom and Zhi Zhi. Vertical products include English fluency, massive open online course network and so on.

1) policy

Education is an industry obviously affected by policies. First, education has its particularity, which cannot be completely industrialized and needs strong policy intervention; Secondly, as a means of government regulation, education policy reflects the strength and direction of education reform to some extent.

China has always attached importance to education, and in the development of online education in China, it has ushered in many policy dividends. In 20 10, the Outline of the National Medium-and Long-Term Education Reform and Development Plan (20 10-2020) emphasized that it is necessary to "speed up the popularization of terminal facilities, promote the construction of digital campus, and realize various ways to access the Internet". Focus on strengthening the information infrastructure construction of rural schools and narrowing the digital gap between urban and rural areas. In the planning of the national education informatization project, it is clearly proposed to increase the number of computers per 100 students in primary and secondary schools and gradually realize multimedia teaching in each class in primary and secondary schools. 2065438+March 2009, the government work report clearly put forward the development of "Internet+education" to promote the enjoyment of quality resources.

In the Guiding Opinions on Promoting the Healthy Development of Online Education issued on September 20 19, expanding the supply of high-quality online education resources is also one of the main contents, and five provisions have been made:

First, encourage social forces to organize online educational institutions, and support Internet companies and online educational institutions to fully tap emerging educational needs and meet diversified educational needs.

The second is to promote schools to increase the research and development and enjoyment of online educational resources, accelerate the integration of online and offline education, and expand the radiation of quality educational resources.

The third is to implement the "educational resource sharing plan", build a number of high-quality online courses and cultivate high-quality online educational resources.

Fourth, encourage vocational colleges, universities, research institutes and enterprises to cooperate closely to promote the integrated development of online education in Industry-University-Research.

The fifth is to encourage vocational colleges to combine social needs and school-running characteristics, strengthen the construction of related majors and the training of online education talents, and accumulate development momentum.

With the encouragement of national policies, online education has developed like a tiger.

2) Economy

According to the data of National Bureau of Statistics in June, 2020, 5438+ 10, the per capita disposable income of the national residents in 20 19 was 30,733 yuan, up by 8.9% year-on-year. Per capita consumption expenditure was 2 1559 yuan, up 8.6% year-on-year. Consumers have more disposable funds, so they are more likely to invest in education, which provides a good user economic foundation for the development of online education industry.

In 20 19, the per capita expenditure on education, culture and entertainment was 25 13 yuan, which increased by 12.9% in the same period, and has been increasing in recent years. This shows that people's demand for spiritual level is increasingly rich.

3) society

At present, the aging society in China is serious, and the competition in the continuing education and employment market is fierce. Primary and secondary school students are under great academic pressure, and young people are under great employment pressure. Even middle-aged people have to continue their studies in order to maintain their advantages at work. The whole society presents a state of anxiety. In addition to this passive learning demand, people's hobbies have become more and more extensive due to the expansion of contact with the world, which has spawned various interest classes. Therefore, many people hope to make full use of their free time, improve their abilities or develop their hobbies as low as possible.

Under the influence of this global epidemic, people have further realized the advantages of online education. People can study without leaving home, which greatly reduces the time cost.

4) Technology

It is estimated that mobile technology and services will account for 4.9% of global GDP in 2024. It can be seen that mobile technology has penetrated into all aspects of people's lives in an all-round way.

With the improvement of intelligent hardware performance and the development of new generation communication technology and imaging technology, not only the content can be spread at high speed and high quality, but also the virtual world system can arrive ahead of time. VR (Virtual Reality), AR (Augmented Reality) and MR (Mixed Reality) technologies are merging into XR (Extended Reality) technologies, and new interaction mechanisms are developed through wearable devices, so that brand-new business scene applications can be expanded. The development of new technologies will continue to optimize the real experience of online education and provide better content dissemination.

5) Summary

Through PEST analysis, the strong support of the state in policy, the great improvement of the national economic level, the fierce competition in the job market and the rapid development of technology, it can be predicted that there will be a great market space in the field of online education in the future.

1) market stage

2) Market size

At present, online education has established an industrial structure of four links: technical support, content supply, platform, distribution and promotion. Technological progress accelerates the iteration of updating related courses and tool development; At present, the content providers are mainly small and medium-sized institutions and independent individuals, and high-quality content is still scarce; As a third party connecting the supply and demand sides, the platform needs to have certain traffic advantages and brand awareness.

1) The whole vocational education industry has experienced the transformation of "traditional offline teaching → classroom recording → online live broadcast".

2) Reviewing the development of offline education, it has gone through three stages: budding development, policy capital support and deepening subdivision. At the same time, the internal market of the industry is gradually subdivided, and a number of leading enterprises focusing on online education industry segmentation have emerged respectively.

3) Online education can break through the resource limitation of offline training, and the ceiling of online education business is higher than offline training. The bottleneck of offline expansion mainly lies in teachers and venues, while online education can effectively break geographical restrictions and teacher restrictions. Offline leading education and training institutions can get 1-3% market share, and online leading online education companies may get 10%-20% market share. The ceiling of an online education company may be 10 times that of an offline training company with the same business.

4) Tencent classroom has Tencent's innate ecological advantages, rich resources behind it, and product priorities to enhance user activity.

At present, there are various mainstream online education apps. According to the different crowd and content of the app, online education apps can be divided into the following four types: preschool education for preschool children, K 12 for primary school to middle school students, teachers and parents, vertical education focusing on language learning or interest education, and comprehensive education covering all kinds of content.

Although Tencent Classroom provides a relatively comprehensive course content, there are many unicorn enterprises aiming at preschool education, basic education and vertical education in the market at present, and because vocational education is closely related to personal career development and promotion, users have strong learning initiative and high willingness to pay. Therefore, it can be seen from the proportion of content that Tencent classroom focuses on vocational skills training courses.

Netease entered the field of online education earlier. Before that, it had a learning platform software: Netease Open Class. Netease's open class focuses on interest, and its platform focuses on encyclopedias and theoretical knowledge, which does not require high practicality and studies various knowledge for college students and groups. Therefore, the positioning of Netease Cloud Classroom is very clear, and it is a standard vocational skill improvement product. They are complementary.

Although Zhizhihe Tiger Class Network is also a comprehensive education app, the number of users is relatively small at present.

According to the above comparison, Tencent Classroom and Netease Cloud Classroom are both online education platforms supported by Internet giants, with rich resources, similar main business scope and the same concept. Therefore, it is determined that the competing product of Tencent Classroom is Netease Cloud Classroom.

Tencent classroom is positioned as a professional live interactive learning platform, and various offline training institutions and individual teachers are stationed in the platform. From the perspective of curriculum resources, Tencent classroom covers K 12, higher education and vocational education. At present, it seems that it is striving to achieve balanced development at both ends of primary and secondary education and workplace education.

Netease Cloud Classroom is positioned as an online learning platform focusing on improving professional skills. The main target users are professionals and college students who are preparing for job hunting. Previously, Netease had a learning platform for people who wanted to "dabble" in different fields, such as Netease open class. If Netease open classes attract people who are not utilitarian, then Netease cloud classes are aimed at another kind of utilitarian people. Netease Cloud Classroom has launched a curriculum system in various popular work fields, and also made efforts to create a "micro-professional" brand curriculum. Users can obtain professional certificates for job hunting after learning.

Netease Cloud Classroom and Tencent Classroom are platforms that provide all kinds of knowledge learning. The difference is that Netease Cloud Classroom focuses more on courses in workplace skills, work and hobbies, and the number of live broadcasts is relatively small. Tencent's courses cover a wide range, from K 12 to postgraduate entrance examination to workplace skills and language, with rich resources. In addition, Tencent Classroom plays the main tone of live interaction with its excellent video calling technology.

1) Tencent Classroom and Netease Cloud Classroom Change Trend Research and Recent Version Iteration

Current optimization direction of Tencent's classroom products:

—? The direction of live broadcast is to optimize the live broadcast room and enhance the live broadcast experience.

—? Support the direction of after-school learning, increase the function of homework submission and optimize the experience.

The current optimization direction of Netease cloud classroom products;

—? Find a lesson, modify the home page and classification page.

—? Instruct new users

1) Gender

The analysis of online education users in China shows that the users of the two products are mostly women, and the proportion of women in Netease Cloud Classroom is as high as 67.2%.

2) Age

The users of the two softwares are mainly under the age of 24, but Tencent has a wide range of users. There are a large number of users in every stage of 24-40 years old, and there are more users in 365,438+0-35 years old. On the whole, young and middle-aged professionals, primary and secondary school students and college students like to use Tencent classroom, while Netease Cloud classroom is younger.

3) Region

Whether Netease Cloud Classroom or Tencent Classroom, the main users of both are from Beijing, Shanghai, Guangdong, Zhejiang and other provinces and cities. These areas have a good level of economic development, a high Internet penetration rate and a large user base.

4) service life

From the above information, we can analyze:

20: 00-22: 00 pm is the peak of user use. During this period, users have basically finished their dinner after work and are in their own time of the day, so they have the opportunity to arrange their own study. Followed by 6:00-8:00 pm, usually for commuting time after work (school).

5) We can divide some user groups according to the above information:

Note: the red box indicates the unique function of the APP; The yellow box indicates that the functions are similar but different.

By comparing the functional structures of the two products, we can see that there are many similarities between the two products:

1. Requires users to choose their own learning interests (institutions) first, and then intelligently recommend courses on the home page according to the selected items. The selected interests can also be adjusted at any time.

2. Courses are classified in detail for users to choose. Each category will be subdivided into subcategories (for example, the design course will be subdivided according to the software used) to accurately match the needs of users.

3. Both provide the function of checking the learning situation, which is convenient for users to know their learning status. In addition, Tencent Classroom provides users with more learning time than other students on the platform, and Netease Cloud Classroom provides continuous learning days to motivate users.

4. Innovation can promote and reward. Use its social network to develop new users by providing user rewards.

At the same time, there are many differences between the two products, both of which have their own unique functions:

Tencent classroom:

1. There are free online live courses on the homepage for users to watch at any time, and the live interactive experience is better.

2. In the search interface, users can search by teachers and institutions in addition to the course name, and at the same time provide a more detailed screening function, so that users can select courses more accurately.

3. Make a live calendar based on live broadcast function, which is convenient for users to plan time.

4. Provide after-sales and re-learning services to minimize the worries of users.

5. Provide a column of students' stories to arouse users' feelings and stimulate their learning motivation with similar experiences of others.

Netease Cloud Classroom:

1. Create a "micro-professional" brand course. "Micro-specialty" is the key brand of Netease Cloud Classroom. The course quality is high. After completing the course, you need to pass the exam to obtain a professional certificate. This will attract inexperienced job seekers and help improve their resumes.

2. Provide systematic courses. Plan the learning path of the system for users, recommend supporting courses, and help users establish the overall framework.

3. Knowledge list. Users can collect and add knowledge lists for a single class, which is convenient for users to find and review.

4.VIP membership. Users can get exclusive rights by purchasing VIP members, including free study of some courses and some e-books, exclusive discounts, preferential experience of new courses in the current month, etc.

4.3. 1 Comparative Analysis of Function Points

Both products are complete in core functions, but they have different emphasis on additional functions. Tencent classroom has done a better job in live interactive experience and course details, while Netease Cloud classroom has built a better course framework.

Mainly from the overall style (home page), learning function, course finding function, course function, this paper analyzes the iOS versions of the two apps.

1) The default home page of the product.

The homepage provides various course recommendations, but in different ways:

The homepage recommendation of Tencent classroom will change according to the college selected by the user, and the colleges are arranged in the middle and upper part of the page in a horizontal bar style. Institutions can also re-select in their personal information at any time.

The recommendation section of Netease Cloud Classroom is fixed and will not change with different learning interests selected by users. These sections are all hot fields, which have little influence on most users, but for a few users who are not interested in learning in these five fields, they need to search by themselves.

In addition, Netease cloud classroom homepage can be refreshed, and Tencent classroom cannot be refreshed; Users will inevitably want to see if there is any new content when browsing the homepage without favorite content, so it is necessary to add refresh function.

2) Discover the function of the class

In the classification of courses, the two are similar. The page of Tencent Classroom is relatively simple. Netease Cloud Classroom has added two advertisement columns on this page, and the search column is also an advertisement, which may give users a slightly heavy sense of sales promotion.

After selecting a course, Tencent Classroom also provides sorting and screening function at the top of the page, and the course can be further subdivided according to the course content at the bottom of the page. Netease Cloud Classroom directly subdivides the course according to the content, and users need to drop down the page to view it, so users can't filter it by themselves.

On the course registration page, Tencent Classroom displays the course catalogue, teachers, course details, student comments, teaching institutions, related paid courses and popular courses in the following order.

Netease Cloud Classroom is divided into three sections: introduction, catalogue and evaluation. At the same time, because Netease Cloud Classroom has no browsing record, there is a "want to learn" function at the bottom of this page, which is convenient for users to join the substitution.

3) Learning function

In terms of recording, the two are similar.

When viewed on a small screen, the focus of the Tencent classroom page is clear, the icons are listed at the bottom of the page, and the course catalogue and learning progress are displayed in the center of the page. In addition, there is a screen projection option at the top right of the page, which users can watch on TV and enjoy a better learning experience. Netease Cloud Classroom is displayed in a horizontal bar, with four icons listed in the middle of the page, some of which are too large.

When watching in full screen, Tencent Classroom received the picture quality, volume and brightness level in the icon on the upper right, and tried to simplify the page. The page setting options of Netease Cloud Classroom are all at the bottom of the page, and there is one more line of choices in function.

Live broadcast: Tencent classroom has more functions than Netease cloud classroom.

When watching on a small screen, the background of the live room of Tencent classroom turns black, from white to black, giving users a sense of turning and the illusion of entering the room. In terms of function settings, in addition to sending real-time messages, Tencent Classroom also provides the functions of sending flowers and only watching teachers and their own messages, which is more like a live broadcast room. The teacher's introduction is located in the middle of the page and can also be put away. Group announcements scroll at the bottom of the page. The setting of Netease Cloud Classroom is relatively simple, and the group announcement needs to be viewed by clicking the icon.

When watching in full screen, Tencent Classroom still retains four function keys when watching in small screen, and the function of whether to block real-time messages is added at the bottom right of the page. There is little difference between the live page of Netease Cloud Classroom and its recorded page.

4) Curriculum schedule

In terms of curriculum, Tencent Classroom will display paid courses and free courses respectively, and the latest learning progress of the courses will be displayed under the course name. At the top of the page, the length of today's study, the proportion of students who have exceeded the platform and the convertible course points are displayed in turn. Click the icon in the upper right corner to display the real-time calendar. The blue dot below the date indicates that there is a course that day. Click the date to display the details of the course schedule.

Netease Cloud Classroom is divided into two pages: learning overview and offline caching. At the top of the learning overview page, the daily learning duration is displayed intuitively in the form of a line chart, and today's learning duration, continuous learning days and accumulated learning duration are displayed in turn in the middle. The courses you have studied recently will be displayed, but each course will not be automatically updated to the latest progress, but will be displayed repeatedly.

This analysis is to determine the product iteration direction of Tencent classroom, and our goal is to increase user stickiness and improve user reputation.

Tencent classroom 20 14 went online, which was relatively late. At this time, Netease has two main products in this field, Netease Open Class and Netease Cloud Classroom, which have a very clear positioning and attract a large number of users. Netease Cloud Classroom has created a high-quality "micro-professional" brand course and accumulated a lot of reputation, but Tencent Classroom has no rival brand. On the other hand, live interaction is a good propaganda point, but the technical barrier is not high and it lacks core competitiveness. Other apps may not be as good as Tencent Classroom, but at least they can provide basic live interaction. Moreover, many users do not necessarily insist on live broadcast because they are busy with work or study in reality.

Therefore, Tencent classroom needs to build its own brand courses to improve the quality and reputation of the courses.

Although Tencent classroom covers a wide range of courses, from the perspective of various categories, it is not enough to guide users' learning path in a friendly way, and each course needs users to explore themselves. Netease Cloud Classroom has done a good job in this respect, and has a separate "series of courses" module to recommend packaged courses to users. In addition, a systematic learning path in a certain direction is recommended for users. This is very friendly to users who have just come into contact with new fields, and it also saves users the cost of finding courses and arranging courses themselves.

Therefore, Tencent classroom needs to strengthen the systematization of its own courses, and can recommend supporting courses or package several courses to users to help them build a reasonable learning framework.