艾媒报告|2020Q1中国在线教育行业研究报告
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本报告研究涉及企业/品牌/案例：51talk，米乐教育，猿辅导，掌门一对一，麦奇教育科技
其他提及企业/品牌：学而思网校，平安好学，作业帮，可可英语，粉笔网，华图教育，新东方在线，有道精品课，腾讯，快手，阿里，字节跳动等。
中国在线教育市场规模近五年来一直保持逐年增长的态势，iiMedia Research（艾媒咨询）数据显示，2019年在线教育市场规模已突破4000亿元。疫情期间，教育部提出“停课不停学、停课不停教”，推动了教育产业信息化变革的同时，也激发和释放出在线教育的潜在市场需求。尤其在下沉市场领域，在线教育行业的认知和渗透进程得到加快。iiMedia Research(艾媒咨询)数据显示，分地域来看，受访用户对各类在线教育服务的需求呈现出差异，一二线城市教育需求相对多元分散，低线城市用户需求更多集中在学科辅导和语言学习。且下沉市场用户群体对价格敏感度较高，整体付费能力以及付费意愿较一二线城市还有一定差距。艾媒咨询分析师认为，下沉蓝海市场空间广阔，但在线教育企业也面临诸多挑战，加大技术投入，利用AI赋能教育，降本提效，专注用户，将成为行业的主流趋势。拥有资金和技术能力的在线教育平台将更具发展优势。
The size of China's online education market has been increasing year by year for the past five years. According to data from iiMedia Research, the online education market has exceeded 400 billion yuan in 2019. During the Corona epidemic, the Ministry of Education proposed "suspended class, ongoing learning, ongoing teaching" ，which not only promoted the informatization reform of the education industry, but also stimulated and released the potential market demand for online education. Especially in the field of sinking market, the process of cognition and penetration of online education industry has been accelerated. According to the data of iiMedia Research, according to different areas, the respondents' demands for various online education services are different. The demand for education in first-tier and second-tier cities is relatively diversified, and the demand for users in low-tier cities is more concentrated in subject counseling and language learning. Moreover, the user groups in the sinking market are highly sensitive to prices, and the overall payment ability and willingness to pay are still far from those in first- and second-tier cities. According to iiMedia consulting analysts, the sinking blue ocean market is vast, but online education companies also face many challenges, using AI to empower education, reducing costs and improving efficiency, and focusing on users will become the mainstream trend of the industry in the future. Online education platforms with financial and technical capabilities will have more development advantages.
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