火热的少儿编程教育市场,谁家夺得头筹

来源:人人都是产品经理      日期:2019-08-22     浏览数:8936次
火热的少儿编程教育市场,谁家夺得头筹

少儿编程教育时下正热,市场规模爆发式增长,众多少儿编程教育公司,头部公司有哪些呢?其最大优势又在哪里呢?

少儿编程教育是基于Scratch、 Python、 C++等编程语言给学生搭建可视化图形编程平台和代码编程学习平台等,通过编程游戏、网页、 动画、 音乐等来学习编程语言,主要采用“图形-代码-算法”阶段式的编程教育体系。少儿编程教育与成人编程教育的较大区别,主要在于K12阶段青少儿通过寓教于乐的方式来学习编程语言。

宏观分析

1. 少儿编程市场

随着互联网科技的发展,产业结构不断升级,人工智能时代对人才提出新的需求,一定程度上提升了大众对编程教育的认知;中国家长对科技知识有了进一步的接触,并且意识到人工智能的重要性,而编程便是人工智能的根基,“让孩子学习编程以应对未来科技的快速发展”成了很多中国家长的期望。

此外国家对编程教育逐步重视,近年来出台了多个政策,本来不温不火的少儿编程市场,被瞬间引爆。

2017年:国务院印发《新一代人工智能发展规划》,提到要重视中小学编程教育,并为一些机 器人竞赛加入了应试加分机制。2018年:教育部颁发的《新课标》指出:信息技术将从兴趣课程变为必修课程,并大幅度提升了学生在编程、计算思维、算法方面的思维要求。2019年:教育部将实施学生信息素养培育行动,完成义务教育阶段学生信息素养评价指标体系,建立评估模型,启动中小学生信息素养测评;并推动在中小学阶段设置人工智能相关课程,逐步推广搭建与编程教育。在社会趋势及政策利好等因素的助力下,2015年-2018年少儿编程市场规模呈爆发式增长,并且后面几年的市场增长预测非常乐观,此外少儿编程的下沉市场潜力巨大,因而预计未来几年少儿编程仍会是增量市场,在一二线城市扩张的同时,会逐渐向三四线城市下沉。

数据来源:易观数据

目前少儿编程赛道的头部公司逐步与其它公司拉开差距,因为少儿编程教育对师资,软硬件技术及运营要求较高,头部公司具备较强的硬实力,极可能会在后续发展中逐步蚕食市场,但小公司凭借差异化运营也可以获得不少市场。

少儿编程头部公司

数据来源:易观数据

2. 用户定位

1)典型用户故事

跟随型用户:Alan在朋友圈看到自己朋友发宝宝学习编程的海报,在咨询朋友了解少儿编程后,Alan打算给自己的儿子报少儿编程。儿女主导型用户:Colin的儿子因为在学校接触过Scratch,非常喜欢体验课和享受游戏创作,非常希望妈妈给自己报班,Colin为了儿子开心给他报了班。父母主导型用户:Brian是一位白领,知识水平较高,意识到未来编程的重要性,因此早有给儿子报少儿编程的意向。2)用户人群分布

目前一二线城市的信息技术水平较高,学生在学校可以接触到Scratch,3D打印,机器人编程等先进的创客课程,家长对少儿创客也有一定的了解,因而少儿编程的用户人群主要集中在一二线城市,像北京,杭州,上海这些重点城市占据前列。

各城市“少儿编程”搜索指数排名

数据来源:百度数据

竞品分析

竞品选择

注:基于市场规模,运营模式和产品特点各种因素,笔者选择了编程猫,小码王和西瓜创客三个市场规模较大,且各自的运营模式各有特色的品牌。

品牌主站

市场地位

1)编程猫

目前编程猫和网易卡搭基本垄断了少儿编程线上创作社区,在内容层面完成抢先布局,而在课程上编程猫采取线上AI教学与线下加盟/直营店布局的策略,通过举办一系列的少儿编程赛事打响品牌知名度,完成各个层面的用户渗透。

在B端编程猫也获得了不菲的成绩,瞄准学校和政府业务,开发了“未来教室”,为其学校和机构提供技术服务,进而通过学校撬动更大的用户市场。

2)小码王

小码王立足于线下,目前在北京、上海、杭州、广州、深圳等全国二十多个城市已创办五十多家校区,在线下聚集流量和打响知名度后,开发了线上课程,推出“小码王|在线”。

另外小码王也瞄准学校业务,开发教学及教务系统,为中小学编程课堂教学量身定制,配套自身课程体系输出。

3)西瓜创客

西瓜创客主打低价录播课,配套编程学习套装,学生通过线上闯关进行编程学习。以录播形式进行教学,降低了边际成本,使西瓜创客可以聚力营销,通过线上宣传和拼团优惠等活动聚拢用户得以在下沉市场中占据了一定的版块。

产品特色

1)编程猫

编程工具:编程猫目前有着较为成熟的7款编程工具,期中包括自主研发的Kitten语言,海龟编辑器和代码岛等。通过免费提供编程工具让用户产生一定的依赖,并且获取用户的编程内容作品,“工具+内容”是编程猫吸附用户的第一步。编程猫|编程工具

线上创作社区:目前编程猫在少儿编程的线上创作社区中属于佼佼者,700万+的作品数,通过UGC机制提升用户的粘性,并且通过不定期举办线上创作比赛和作品专题等来激发用户创作欲望。论坛和工作室加强了用户之间的交流和羁绊,完成的社区体系让编程猫在用户的拉新和留存方面如鱼得水。未来教室:编程猫开发了线上教学和教务系统,打造高效有趣的创意编程互动课堂,面向学校、教育主管部门提供编程教学管理与课程资源一体化云平台,不断完善的未来教室为以后的机构加盟提供了基础。编程猫的教师论坛,专为全国中小学信息技术教师、编程教师、编程教育爱好者等提供的学习交流互动社区,此外它也是编程猫收集用户反馈的一个重要途径。

编程猫|未来教室

2)小码王

线下门店:小码王已经在全国二十多个城市创办了五十多家校区,各个门店的高档装潢都具有小码王的品牌特色,这也为小码王的线下高价课打了个底。目前小码王线下门店基本分布在一线城市,瞄准高端用户,销售高价的线下小班课。

小码王|线下门店

游学夏令营:小码王针对高端用户还推出了游学夏令营,通过参观不同学校和地区,体验多元文化,感受到不同的教育方式,融入编程教学,游与学相结合。3)西瓜创客

线上录播课:线上低价的录播课程,学生通过闯关式学习编程,按指引逐步完成任务,解锁课程。通过分析学生的上课行为数据,配套微信服务号,对学生的学习情况进行反馈和进度提醒。

西瓜创客|线上录播课

学习套装:西瓜创客自主开发了极具品牌特色的编程基础课程学习套装,里面包含教本和学习卡等教辅材料,通过购买课程便可获得学习套装。通过不断打磨产品,西瓜创客可能会在未来单将学习套装独立出来,在线下进行售卖。

西瓜创客|学习套装

运营模式

1)编程猫

编程猫和AI厂商合作开发多款编程工具和线上创作平台,将动漫IP纳入编程素材库,建立技术壁垒和内容壁垒,同时聚集线上流量,对用户进行第一次渗透。然后通过赋能B端,进入校园,进而通过学校撬动更大的用户市场,进行线上课程的销售,最后将用户引入线上创作平台,形成流量的闭环。

图片来源:艾瑞咨询

2)小码王

小码王以线下门店为根据地,通过地推和进校宣传等方式打响区域的知名度,将校内流量引到线下门店以此获客,高端的教学环境为其高价的小班课程做了保障。

小码王在线下打出知名度后,逐步将重心转向线上,开发线上课程和线上教学平台,将线下流量在线上进行裂变。

图片来源:艾瑞咨询

3)西瓜创客

目前很多家长对编程的认知不足,西瓜创客通过低价的轻课程降低用户的尝试门槛,完成用户的积累然后通过微信的社群营销和拼团玩法进一步扩大用户池。

录播课程也降低了西瓜创客在师资和人力方面的依赖,让其得以聚焦在课程的标准化开发和销售服务等方面。

图片来源:易观数据

总结

目前因为线上教学设备及技术还有很大的提升空间,少儿编程线上教学的效果远不如线下的面对面教学,并且很多家长的电脑水平有限,对于零基础的学生在线上难以入门。因此通过线下课程引导学生入门,然后将其转入线上的拓展教学和作品创作也未尝不是一个好的方法。

少儿编程教育对师资和软硬件技术要求较高,在技术方面取得优势的公司极有可能成为少儿编程赛道的下一位霸主。

在少儿编程这片蓝海中势必会掀起一股大浪,浪起浪伏,谁主沉浮?

本文由 @产品猪 原创发布于人人都是产品经理,未经许可,禁止转载

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