艾媒咨询 | 2026-2027年中国在线教育产业发展与消费趋势报告

作为教育数字化转型与个性化学习需求释放的核心赛道，在线教育产业持续受益于人工智能、大数据及云计算对教学场景、内容分发、学情诊断与管理评价等环节的全方位赋能，其效能已从单纯的线上授课延伸至智慧校园、智能硬件、教育大模型与终身学习生态的场景革新。当前，行业版图内K12教育、素质教育、职业教育、教育信息化及智能学习硬件等多元模式竞合交织，机构对用户时长、续费黏性与学习效果的争夺日趋白热化，“双减”后监管框架从专项整治向常态化、精细化规范演进，合规与品质成为竞争底线。在政策端，教育数字化战略行动、人工智能赋能教育及学习型社会建设的信号持续释放，为在线教育企业在技术研发、内容创新及进校服务中注入了新的活力。纵观行业发展脉络，在线教育产业正经历从流量规模扩张向教学质量提升与技术价值创造的跃迁，人工智能与教育场景融合的广度深度将成为进一步发展的关键支点。
全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国在线教育产业发展与消费趋势报告》数据显示，在线教育产业TOP10企业市值集中度较高，前三名占比达59.80%，艾媒咨询分析师认为，行业整体市值规模分化，大部分企业处于200亿—2000亿元区间，市场对具备核心技术或多元业务布局的企业认可度更高；中小市值企业需强化垂直领域优势以提升市场地位。
通过对典型企业的研究，可以更直观地了解在线教育板块各具特色的布局和差异化的发展路径。科大讯飞以其在人工智能与智慧教育领域的深厚积累，展现了教育大模型、智能阅卷与个性化学习系统协同的技术赋能路径；学大教育作为个性化教育服务的深耕者，其经营情况与估值波动深度绑定于“双减”后业务转型及职业教育、高考复读等新赛道的拓展节奏，教研与服务体系的精细化运营对其持续成长构成了关键支撑；视源股份作为教育信息化硬件及智能交互显示的代表，凭借旗下希沃品牌在智慧课堂、数字化教学环境中的市场优势，实现了硬件设备与教育软件生态的联动发展。三家企业的资产结构、盈利质量与估值逻辑虽有差异，但共同指向了精细化运营、持续创新与教育服务价值的深度挖掘。
As a core sector driving educational digital transformation and the fulfillment of personalized learning demands, the online education industry continues to benefit from the comprehensive empowerment provided by artificial intelligence, big data, and cloud computing across various aspects—including instructional scenarios, content distribution, student learning diagnostics, and management and assessment. Its scope has expanded beyond pure online teaching to encompass innovative applications within smart campuses, intelligent hardware, large-scale educational models, and lifelong learning ecosystems. Currently, the industry landscape features a complex interplay of competing and collaborative models—such as K12 education, holistic education, vocational education, educational informatization, and intelligent learning hardware—while institutions are intensifying their competition over user engagement duration, renewal loyalty, and learning outcomes. Following the implementation of the "Double Reduction" policy, the regulatory framework has evolved from targeted Special Rectification Campaign initiatives toward more normalization and refined standardization, making compliance and quality the baseline for competition. On the policy front, ongoing signals regarding educational digitalization strategies, AI-powered education, and the development of a learning society have injected new vitality into online education enterprises' efforts in technological R&D, content innovation, and school-based services. Overall, the online education industry is undergoing a transition from mere traffic-driven expansion to a focus on enhancing teaching quality and creating technological value; the breadth and depth of AI integration into educational scenarios will serve as a pivotal lever for further growth.
According to the latest "2026–2027 China Online Education Industry Development and Consumption Trends Report" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in the new economy sector, the top 10 enterprises in the online education industry exhibit a high market capitalization concentration—accounting for 59.80% of the total market share. Analysts at iiMedia Research note that there is significant divergence in the overall market capitalization scale across the industry, with most companies operating within the RMB 20–200 billion range; consequently, the market places greater trust in enterprises possessing core technologies or diversified business portfolios. Small and medium-sized enterprises with lower market capitalizations should strengthen their competitive advantages in specific vertical sectors to enhance their market position.
Through case studies of representative enterprises, one can gain a more intuitive understanding of the distinctive strategic layouts and differentiated development pathways within the online education sector. Leveraging its profound expertise in artificial intelligence and smart education, iFlytek demonstrates a technical empowerment approach that integrates large-scale educational models, intelligent grading systems, and personalized learning systems; as a pioneer in personalized education services, Xueda Education's operational performance and valuation fluctuations are closely tied to its business transformation post the "Double Reduction" policy, as well as its expansion into new market segments such as vocational education and college entrance exam retakes; the refined operation of its teaching and service systems serves as a critical driver for its sustained growth; as a leader in educational informatization hardware and intelligent interactive displays, VisionPro Capital has capitalized on the market advantages of its Xive brand in smart classrooms and digital teaching environments to achieve synergistic development between its hardware devices and its educational software ecosystem. Although these three companies differ in their asset structures, profit quality, and valuation logic, they collectively reflect a shared commitment to refined operations, continuous innovation, and the deep exploration of educational service value.

艾媒咨询 | 2025年中国智能学习机行业发展状况和消费行为调查数据

随着技术的不断发展，智能学习机产品技术日益成熟，广泛应用于多个教育学习场景，其广阔的应用前景将推动中国智能学习机行业规模快速增长。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国智能学习机行业发展状况和消费行为调查数据》显示，2024年中国教育智能硬件市场规模达962亿元，预计2025年达到1125亿元；2024年中国智能学习机市场规模达270.72亿元，预计2027年中国智能学习机市场规模将达到514.41亿元。随着家长和学生对于教育质量要求的提高，传统的“一刀切”教学模式已无法满足其需求。智能学习机通过AI技术，能够根据学生的学习进度和能力提供定制化的学习方案，满足个性化学习需求。
在消费者购买智能学习机产品的种类中，排名前三的分别是智能学习笔（58.33%）、儿童手表（49.43%）、电子词典笔（39.94%）。此外，在购买学习机时，学习资源（66.92%）成为首要关注因素，使用体验（52.31%）与售后服务（48.46%）次之。这表明，智能学习机产品的竞争核心正从技术功能转向“内容+服务”的综合生态构建。未来，能够整合优质教育资源、提供流畅交互体验并建立完善服务体系的品牌，将在市场竞争中占据主导地位。
艾媒咨询分析师认为，未来中国智能学习机产品将向“内容生态化、服务个性化、交互人性化”深度演进。硬件参数将不再是竞争焦点，行业核心壁垒在于构建覆盖全学科、适配多教材版本的优质内容资源库。AI技术将进一步赋能，实现真正意义上的个性化学习路径规划与实时学情反馈。同时，产品将更注重情感化交互与护眼设计，从学习工具转变为懂孩子的学习伙伴。此外，伴随“双减”政策深化，与校内课堂互补的精准辅导及家庭教育场景解决方案，将成为关键增长点。
With the continuous development of technology, the technology of intelligent learning machine products is becoming increasingly mature and widely used in multiple educational learning scenarios. Its broad application prospects will drive the rapid growth of China's intelligent learning machine industry. According to the latest survey data on the development status and consumer behavior of China's intelligent learning machine industry in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the market size of China's education intelligent hardware will reach 96.2 billion yuan in 2024, and is expected to reach 112.5 billion yuan by 2025; The market size of intelligent learning machines in China is expected to reach 27.072 billion yuan by 2024, and is projected to reach 51.441 billion yuan by 2027. With the increasing demands of parents and students for educational quality, the traditional "one size fits all" teaching model can no longer meet their needs. Intelligent learning machines can provide customized learning plans based on students' learning progress and abilities through AI technology, meeting personalized learning needs.
Among the types of smart learning machine products purchased by consumers, the top three are smart learning (58.33%), children's watches (49.43%), and electronic dictionary pens (39.94%). In addition, when purchasing a learning device, learning resources (66.92%) become the primary concern, followed by user experience (52.31%) and after-sales service (48.46%). This indicates that the competitive core of intelligent learning machine products is shifting from technical functions to the comprehensive ecological construction of "content+services". In the future, brands that can integrate high-quality educational resources, provide smooth interactive experiences, and establish a comprehensive service system will dominate the market competition.
Analysts from iMedia Consulting believe that in the future, Chinese intelligent learning machine products will deeply evolve towards "content ecology, personalized services, and interactive humanization". Hardware parameters will no longer be the focus of competition, and the core barrier of the industry lies in building a high-quality content resource library that covers all disciplines and is compatible with multiple textbook versions. AI technology will further empower and achieve truly personalized learning path planning and real-time learning feedback. At the same time, the product will focus more on emotional interaction and eye protection design, transforming from a learning tool to a learning partner who understands children. In addition, with the deepening of the "double reduction" policy, precise tutoring and family education scene solutions that complement on campus classrooms will become key growth points.

艾媒报告|2019上半年中国K12在线教育行业研究报告

本报告研究涉及企业/品牌/案例：51Talk，新东方在线，掌门教育，乂学教育，编程猫，学而思，作业帮，VIPKID,米乐英语，海风教育，学霸君1对1，沪江网校，美术宝，爱棋道，火花思维，豌豆思维，小猿搜题，一起作业，哒哒英语，溢米辅导，三好网，弹琴吧，洋葱数学，作业盒子，爱因思维，慧满分，口袋题库，波比英语，核桃编程

互联网的普及和发展带来的“互联网+教育”，中国在线教育用户规模不断攀升，而作为其垂直领域的K12在线教育的用户规模，同样保持增长势头。同时，中国政府对于“互联网+教育”的重视与支持，以及AI技术的快速发展，为中国K12在线教育提供了充足的动力。2019年中国K12在线教育市场用户规模将增至3045.4万人，市场渗透率将达到15.0%。iiMedia Research(艾媒咨询)数据显示，教师匹配问题是K12在线教育用户最希望得到改善的方面，42.1%的受访用户认为教师匹配环节需要得到改进。K12在线教育用户对于将技术融入产品持支持态度，47.9%的受访用户认为在线教育与科技前沿的结合有助于更好地进行K12在线教育。与用户支持前沿科技态度相对应的是，用户对于产品与技术相结合的感受并不强烈，仅9.1%用户对于产品中的前沿科技元素有清晰地感知，其中教师匹配环节与前沿科技的结合用户感知程度最高，有明显感知的用户比例为34.8%。94.6%的受访用户对于K12在线教育产品技术应用效果表示认可。

With the development of “ Internet + education”, brought by the popularization and development of the Internet, the scale of China's online education users has been increasing, and the user scale of K12 online education as its vertical field has also maintained growth momentum. At the same time, the Chinese government's attention and support for “Internet + education“ and the rapid development of AI technology provide sufficient impetus for China's K12 online education. In 2019, the number of users in China's K12 online education market will increase to 30.454 million, and the market penetration rate will reach 15.0%. According to iiMedia Research data, teacher matching is the most desirable aspect for K12 online education users to improve. 42.1% of respondents believe that teacher matching needs to be improved. K12 online education users are supportive of integrating technology into products. 47.9% of respondents believe that the combination of online education and technological frontier will help to better carry out K12 online education. Corresponding to the user's attitude towards supporting frontier science and technology, the user's perception of the combination of product and technology is not strong. Only 9.1% of the users have a clear perception of the frontier science and technology elements in the product. The user's perception of the combination of teacher matching link and frontier science and technology is the highest, and the proportion of users with obvious perception is 34.8%. 94.6% of the respondents approved the application effect of K12 online education product technology.