The ToB market layout and future development trend of K12 education informatization

The ToB market of online education, or ToG market to be more precise, has a development history of about 20 years. The 1990s was the budding period of China's Internet, and the budding of the education industry was also at this stage.

Around 2000, teaching resources and teaching resource management websites began to appear - resource networks (libraries), and then resource products are gradually differentiated to form classroom materials / lesson plans, test products, this stage of the development of online reading products, in addition to resource libraries, more molded application-based products.

In the last few years, Flash has been very popular, and there have been a lot of flash-based teaching/learning resource tools.

But in 2009, Baidu library was born, in December 2011, Baidu library optimization and revision, content focused on education, PPT, professional literature, application documents in four major areas, in 2014, netizens **** enjoy the document has exceeded 100 million, netizens free **** enjoy the document has been completed from the quantitative to qualitative changes in the breakthrough, the resource platform of the dividend was a substantial impact from. 2013, the high-profile launch of the ladder in November. November high-profile on-line ladder network (91 pass class founder Gong Haiyan entrepreneurial project) in September 2014 that is closed visible, although the failure of the ladder network has a number of factors, in the concept of the main K12 education resources platform, has clearly missed the development of the resource platform timing.

2012 is known as the first year of Mucous Class, Mucous Class is popular in China, but Mucous Class is more suitable for higher education and adult learning, in the field of K12 is not popular. In 2013, the first year of micro-teaching, the short form of micro-teaching is more relevant to the concept of curriculum integration, and the education sector once thought that micro-teaching was the pivot point of prying the teaching reform, micro-video resources and micro-video retrieval and on-demand learning micro-teaching network has exploded in large quantities.

At this stage, the content development of teaching resources and resource management websites are the main product forms;

It is also at this stage that the theory of the integration of information technology and disciplines is put forward, i.e., how to select appropriate teaching resources in the teaching of various disciplines, and how to transform the board-type lectures into classroom teaching modes that are combined with multimedia resources;

In 2012, the policy dividend of education information technology was the biggest one, which is the biggest one. is the largest education informatization policy dividends of the year, Liu Yandong, Vice Premier (then State Councilor), in the National Education Informatization Work Television and Telephone Conference put forward: "Twelfth Five-Year Plan" period, to build a good "three passes and two platforms" as the hand, that is, "broadband network school school", "broadband network", "broadband network" and "two platforms". "broadband network school pass, high-quality resources class pass, network learning space for all pass", the construction of educational resources public **** service platform and education management public **** service platform.

For a while, "three passes and two platforms" has become a popular term in the education industry, and companies are starting to launch their own three passes and two platforms solutions.

(1) software services-based enterprises to launch the information links for the presentation of the form of "network learning space" integrated products, similar to the function of QZone, but not in the personalized dress up and content interaction on the effort, but other products to the user as the center of the information will be aggregated, very much like a

(2) Interactive equipment as the main product of the enterprise will be electronic whiteboards or interactive TV and other hardware equipment integrated resource site, packaged into the "class pass solution", to the country one, two or three tier cities to rapidly popularize;

(3) Mobile, Unicom, telecommunications and other communications industry has two models The first is to utilize their own business advantages to solve the problem of broadband into the district, into the school, to provide "broadband network school pass" upgrade solutions, or joint the above two types of enterprises, to do the three passes two platforms of the overall program solution provider;

At this stage, the upgrade of the basic network construction and hardware terminals as the main product form, no single company can independently complete all the work, and the main product is to build the network. There is no enterprise that can independently complete all the products, who has the market entrance, or who got the project license, who as a first-class integrator to integrate.

In 2012, there was also a concept of fire in the education sector, that is, the "electronic schoolbag", is also the predecessor of the current attention of the "smart classroom";

This stage, we call the 1.0 era of education informatization;

In 2018, the Ministry of Education issued the "Education Informatization 2.0 Action Plan" in which it made clear that by 2022 it would basically realize the development goal of "three highs, two fulls, and a big one",

This brought a wave of new policy opportunities, and almost all of the companies that were doing the integration in the 1.0 stage began to transform, and all of them were able to do so. All enterprises claim that they can "build a big platform of "Internet + Education" for provincial and municipal education bureaus", and they are all competing to become the monopoly of the big platform or to develop into the standard-setter of education informatization (to become the "Google" of education). or even all teachers/leadership training in information literacy classes.

The three full-coverage aspects of the policy can be parsed into at least four product directions:

Currently, there are still a lot of teacher preparation resources retrieval, homework, exams, pre-testing, programming, and other qualitative classroom learning, project-based learning, and other teaching support applications, as well as teacher attendance, purchasing approvals, leave of absences, title evaluation, substitution of classes for another, and classroom management; and the form has evolved from a web-based form to a web-based form. High school segment, due to the increasingly mature development of the tutoring market, the market acceptance of the concept of knowledge payment is increasingly high, many companies directly targeting the ToC market entrepreneurship, there are a lot of BToC combined, the tentative extension;

Digital campus should actually be called the digital campus solutions, in the 1.0 era, for a long time, we will be facing the school to provide information technology-based means to rely on the hardware and software Product integration services collectively referred to as smart campus solutions, after the 2.0 action plan everyone unified called the digital campus; 2018 at the same time promulgated the "primary and secondary schools digital campus construction norms (for trial implementation)" clearly, the digital campus should reach the following goals:

First real campus environment digitization. Utilizing information technology such as cloud computing, big data, Internet of Things, mobile communications, artificial intelligence, etc., the digitalization of infrastructure (network, terminals, classrooms, etc.), resources (teaching materials, books, handouts, etc.) to applications (learning, teaching, management, life, etc.) is realized.

The second is to realize the interconnection of information systems. Expand the spatial and temporal dimensions of the real campus to realize the interconnection of application systems. Build network application environment, realize full access and coverage of campus broadband network; promote the construction, application and **** enjoyment of high-quality digital educational resources, so that every class enjoys high-quality digital educational resources; create network learning space, promote the interaction between teachers and teachers, teachers and students, students and students, and home and school.

Thirdly, to realize the improvement of users' information literacy. Enhance students' information learning ability; enhance teachers' information teaching ability; enhance managers' information management ability; enhance technicians' information service ability.

Fourth is to realize the learning mode and education teaching mode innovation.

Promoting the in-depth integration of information technology and educational teaching practice, realizing the normalization and innovative development of information technology teaching; supporting the optimization and reengineering of school services and management processes, and enhancing the effectiveness of campus management and decision-making level.

The earliest pedagogy from the time of Confucius has existed, even if the German psychologist and founder of scientific pedagogy, "the father of modern pedagogy" or "scientific pedagogy". Even with the "father of modern pedagogy" or "founder of scientific pedagogy", the German psychologist and educationalist Herbart's "General Pedagogy" as the logo of modern pedagogy was also in 1806, more than 200 years ago, "education is agriculture, not industry" idea is y rooted, even with the
Even if there is a group of teachers and educators who accept the idea of advanced technology, there are still a large majority of educators who hold the argument that "education should be slow and the wisdom of teachers is irreplaceable" to hinder the development.

There are ideological differences, actual pain points in the industry, the overall level of social awareness, and technical immaturity that leads to misunderstandings, all of which are present; students are mostly passive, and the vast majority of students are passive in their learning, so although they will not be the main body of the choice and promotion, parents' perception of education is immature and uneven, and the majority of students will not be the main body of the choice and promotion, and the majority of students will not be the main body of the choice and promotion. , how many parents are able to devote regular energy to their children's growth? Parents' education levels span a wider range, and their understanding of information technology may be limited to the intuitive experience of mobile phone-enabled, entertainment-based products. More critically, almost all parents have only one evaluation criterion for their children's learning: how many points they get and how many they rank.

As for what the essence of education is, what ability to train their children, how to judge the form of education and quality of teaching, how to improve learning efficiency and so on, parents do not have the ability to think.

Currently, most public schools have a student-teacher ratio of 1:12.5 in high school, 1:13.5 in middle school, and 1:19 in elementary school, but in reality, the average elementary school class size is usually between 40-55 people, and a teacher has to prepare for and teach in the classroom on a daily basis, as well as correct homework, take exams, and communicate with parents, and prepare for the school's collective teaching and research activities and various activities such as sports and culture. The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers in the future.

Although most elementary schools have a 7am to 4pm workday, most teachers work from 6am to 9pm. The "time scarcity" of teachers is widespread.

If we don't free up teachers' energy, they will be caught in a vicious cycle of not having time to try out new forms of teaching - not having time to learn new technologies - not having time to design processes and create resources - not understanding or even resisting them;

Teachers of academic subjects play too many roles, and the learner-centered, classroom-based coaching or wizarding model of smart education is a prerequisite for teachers to be proficient in their craft. is predicated on teachers' business excellence + time for white space.

K12 students generally lack initiative in learning, their learning goals are unclear, their internal motivation for learning is insufficient, and their external pressure is great. When I was doing product planning related to the new college entrance exam, I y studied the products related to career planning for high school students. Although there are a lot of products in the market that provide similar functionality, the main entry point is still the online application service and the offline 1-to-1 application service, and the career planning is just a piece of icing on the cake of the volunteer selection.

On the contrary, the career service products now extended to primary and secondary schools help children to recognize themselves and stimulate their abilities in elementary school and even in pre-school.

In fact, all academic problems are essentially problems of student psychology.

Students who do not have enough self-motivation to learn do not have the initiative to choose educational products.

The teaching and research system and the construction of resources is a mixture of good and bad, the volume is huge, the changes are frequent, the maintenance is difficult and costly.

What can be called industry barriers are those that have led to a threshold on the timeline, which will produce a superimposed amplification effect, such as QQ and WeChat in the number of user groups has become an absolute barrier to social products;

What can be used as a barrier in the education industry can only be the depth of the content and the depth of the data, and only to a certain depth in the depth of a certain dimension, can we establish the education industry barriers? Only in a certain depth in a vertical dimension can we establish a barrier in the education industry.

Baidu library is content depth, all do open resource platform other manufacturers almost no chance. But Baidu library can not support the future of adaptive learning, because the knowledge of coarse granularity, a single form of resources, resource content common, the learner scene is not enough, the lack of user data, she can only become Baidu such a pan-resource search library.

To date, no company has been able to establish a recognized adaptive learning repository for the entire K12 school year and all subjects. Not only because the country's more than 30 provinces have their own textbooks and syllabi, there are many special schools have school-based teaching content, the Ministry of uniform textbooks have only just begun, do not yet have a nationally unified subject knowledge system, while the variety of resources, the same knowledge points and a variety of learning perspectives, etc., destined to this digital resource base has a huge volume, frequent changes, difficult to maintain, expensive construction characteristics. The cost of construction is very high.