在线教育热度空前,互联网巨头们如何把握好这个“春天”?

来源:罗超频道      日期:02-14 22:15     浏览数:6576次
在线教育热度空前,互联网巨头们如何把握好这个“春天”?

疫情期间,零售、餐饮和旅游等行业基本处于休克状态,越来越多的品牌面临“西贝式困局”,当然也有一些产业迎来利好,比如生鲜电商、在线教育、在线医疗、在线办公和在线娱乐五大行业,在疫情期间都收获了业务量暴增,甚至很多用户是第一次接触对应服务。不过,钟南山院士已表示疫情有望在4月底前结束,因此行业更需要思考的是:疫情期间不能出门的人们被逼转到线上,疫情结束后在线平台如何挽留他们?

2月6日教育机构兄弟连宣布倒闭,其创始人李超在公开信中表示:受疫情影响最大的就是我们线下教育机构,大多数线下教育机构在疫情期间无法招生开课却要付出房租人力成本,日子注定难熬。与线下惨淡形成鲜明对比的是,在各地推动“停课不停学”的号召下,在线教育如日中天。

疫情”寒冬”下,在线教育迎来春天

在相关部门要求下,截至目前全国学校都未公布返校时间,不过不同年龄层学生都有大量的在线教育服务可以选择。

第一类是各地教育部门或者学校推出的网络课堂。

为保障防控疫情期间中小学校 “停课不停教、不停学”,教育部正在统筹整合国家、有关地方和学校相关教学资源,提供丰富多样、可供选择、覆盖各地的优质网上教学资源,全力保障教师们在网上教、孩子们在网上学。各个地区在行动,比如武汉教育局主导了“空中课堂”项目,让老师们给学生在线上课。

高校同样采取在线教育形式“停课不停学”。2月13日,66所在京本科院校已制定较为完善的疫情期间教学工作计划,并明确本科生线上教学开始时间,最早将于2月17日在线开课。1月31日起,百度文库给北京大学全体师生免费提供文库高校版2亿资源,涵盖12个一级学科、92个二级学科、504个专业、7590门课程,与高校教学高度同步;同时,提供一键检索所有数据库中的学术资源,目前已支持300+学术数据资源库的整合,细致到期刊粒度。2月3日起百度文库为武汉地区11所高校免费提供高校资源,涵盖12个一级学科、92个二级学科、504个专业、7590门课程。

第二类是各种在线教育公司推出的免费课程。

在线教育需求井喷,针对此不少在线教育公司推出0元课程、免费课程。新东方在春节期间宣布,将为全国中小学用户免费提供100万份新东方在线春季班直播课;网易扩大课程覆盖范围,从最初仅向武汉市中小学生提供免费寒假直播课程扩大至湖北省再扩大到全国中小学学生;VIPKID启动“春苗计划”,为全国4-12岁孩子免费提供150万份春季在线课程,同时还有系列外教直播等课程……头部在线教育公司基本推出“免费课程”,本质均是营销行为,但不可否认其存在社会价值。不过,在线教育平台的课程大都只是课堂教育的“辅助”,难以满足校内课程的在线化。

第三类是互联网巨头旗下相关业务的跟进。

这段时间,阿里钉钉和腾讯会议都遭到了小学生组团“一星好评”,因为很多学校通过这样的在线办公平台来上课,比如优酷与钉钉联手发起“在家上课”计划,提供免费课程,2月10日,钉钉公布的数据显示,广东、江苏、河南、山西、山东、湖北、河北、陕西、黑龙江、辽宁、吉林等30多个省份、300多个城市的学校加入其“在家上课”计划。学校被逼着用在线办公平台来上课,也表明这里面存在一个尚未被很好满足的空白市场。

百度旗下的作业帮紧急为湖北中小学量身定制了春季校内同步直播课:课程涵盖中小学所有年级的基础知识,2月11日起开课一直至中小学正常开学结束。百度文库则从2月1日起面向武汉中小学师生提供月卡会员,提供名师课程、名校试卷、学术期刊等系列教学资源,覆盖小初高所有年级,2月5日起面向全国免费开放中小学教育资源,开放五日下载总人数超过10万。

第四类是线下教育机构的线上化。

一些线下教育培训机构一直在进行 “双线布局”,比如学而思在开展线下教育时,也在积极培养学生线上打卡、提问、答题的习惯,再比如掌门1对1的很多课程通过“双师课堂”在线化。疫情期间这些机构线上授课,同时推出免费课程。好未来从2月10日起,推出从周一到周五与校内时间同步的全年级各学科免费直播课和自学课,并面向全国用户开放。平时没有布局在线教育的教育培训机构就很被动了,挖掘机烹饪等职业教育培训、钢琴美术等艺术培训,因为教育场景特殊,也很难在线上开展。

对于学生而言,网上有一大堆课程或者说资源,如果我们再将知识付费平台这些算上,毫不夸张地说,疫情对于每一个人来说都是一个难得的在家学习充电的机会。不能去学校不是不学习的理由。

在线教育≠直播上课,核心是教育资源

疫情对在线教育行业来说是“因祸得福”,但行业要警惕的是,各路在线教育玩家一哄而上,一些平台光顾着低成本获客,却忽视了教育的初心与根本,很可能在疫情期昙花一现,疫情后沉淀不到真正的用户。

一些在线教育平台推出0元课程以免费形式来获客,倘若没有收回成本的方式就跟共享单车的补贴模式是一样的,疫情结束后恐怕难以为继,又将是一地鸡毛;一些在线教育平台将营销作为第一目的,对行业造成负面影响;还有一些老师不适应在线教育平台,某地一位老师在直播教学时,误播色情内容影响孩子身心健康。疫情期间在线教育市场更像是一场“乱战”。

2014年以来,在线教育已经热了好一阵子,行业诞生多家独角兽和上市公司,跟互联网金融一道成为“互联网+”这波浪潮的两大丰收赛道。然而很多在线教育平台都是叫好不叫座,据说行业有超过80%的在线教育平台是亏损的,包括绝大多数已上市公司,亏损原因大都在于高昂的获客成本,单个用户获客成本超千元,互联网流量红利消失,QuestMobile数据显示,2019年6月在线教育平台月活跃用户规模达4.86亿,天花板出现后获客成本进一步增加,一些平台不得不下沉“送教育下乡”。

疫情对在线教育行业来说最大影响就是获客成本锐减,然而,就像在线教育往常面临的关键问题是难以续费和留存一样,在线教育平台要思考的问题依然是:如何回归教育本质,让在线教育真正有效果,进而留住学生,在疫情结束后这一点很重要。

在线教育应该聚焦在“教育”本身而不是“在线”上。针对各地的在线教育热,11日,教育部相关负责人特别强调教育资源的重要性:要充分利用好国家、地方、学校现有的优质网络课程资源,确有需要的,可由教育部门统筹组织少数优秀骨干教师适当新录一些网络课程,作为必要补充,共享优质资源……各地要区别不同学段学生的实际情况和网上教学的特点,合理选择学习资源……

可见,不论是线下还是直播,教育本质不会变,直播互动能力、AI课堂识别这些不是教育的本质。教育资源才是,核心是教材、课程以及师资三要素。

正是因为教育资源的重要性,为丰富网上优质学习资源,教育部协调北京、上海、四川、浙江等地教育部门和清华大学附属小学、中国人民大学附属中学等中小学将本地本校网络学习资源在延期开学期间免费向社会开放,供广大中小学生自主选择使用学习,同时,人民教育出版社将“人教点读”数字教学资源库免费向社会开放。

每一次机遇对于行业来说都是几家欢喜几家愁,机会属于所有人,能抓住的却只有少数人,靠的是本事。疫情后真正可以沉淀下来的在线教育平台一定是认真做教育的机构或者平台,我比较看好两类:一类是新东方、好未来这样的具备自有课程体系和自主教研能力的机构;另一类是像百度文库这样的成熟教育资源平台,不论校内校外、不论线上线下、不论什么年级、不论老师学生都离不开优质教育资源。疫情让更多人知道它们,让更多人的在线学习习惯被培养起来。

疫情结束后,在线教育行业会留下些什么?

生鲜电商、在线教育、在线医疗、在线办公和在线娱乐在疫情期间都迎来高速增长,然而疫情对不同行业影响又不完全一样:

生鲜电商基本是从少数人到多数人的扩散过程,疫情期间消费者对价格不敏感,疫情结束后,如果生鲜电商没有性价比优势就很难挡住人们重返菜场;在线医疗是一个从无到有的过程,这次平安好医生、百度问医生等等都有不错的表现,百度问医生单日咨询量超过30万次,然而在线问诊很低频,如何留下用户是平台们需要思考的;在线娱乐本身就很普及,各种商业模式已经很成熟,只不过人们在线时间变长了而已;在线办公是一个从少到多的过程,很多公司会发现在家办公效率不低,进而改变管理思路。在线教育在疫情前的覆盖人数就已很高,疫情后会有一个结构性优化,特别是会推动校内教育和线下机构重视在线体系的建设,同时也会加速优质教育资源的开放共享。首先,教育部门和学校会更加重视线上教育体系的建设。

我国教育信息化进展迅速,教育部科技司发布的《2019年6月教育信息化和网络安全工作月报》显示,截至2019年2季度末,全国中小学互联网接入率达97.9%(含教学点接入率达94.8%),配备多媒体教学设备普通教室348万间,93.6%的学校已拥有多媒体教室。然而,接入互联网不等于在线教育基础设施完善,这次疫情很多地方的学校在线上课是有些捉襟见肘的,比如没有对应的线上课程,比如很多老师不会网上授课,比如缺乏考核评估体系。接下来国家和地方将会在在线教育基础设施上进行更大投入,特别是软硬件平台、在线课程资源、师资在线教育能力培养等方面,因为在线教育的价值不只是应对突发灾害。

其次,线下教育培训机构会更加重视线上教育的布局。

这一次好未来、新东方等采取线上线下结合模式的教育机构,可以继续以网络授课的形式应对疫情,而没有线上布局的机构基本休克,在这一次打击后疫情后活下来的机构缓过劲来一定会重视在线教育的布局,不只是说要应对下一次疫情这样的突发事件,在线教育确实可以提升学习效果和教学效率,也可以一定程度降低家长负担,以K12课外教育为例,每个周末家长送孩子去补课还是很辛苦的,一些好一点的机构还要抽签才有位置,如果在线教育效果一样的是不是就可以不再送孩子去机构补课?机构也可以省下不少物业租赁成本。

最后,全社会的教育资源将逐步走向开放共享。

教育最稀缺的是教育资源,特别是课程、教材和师资,优质的教育资源永远都会稀缺。互联网只能让教育资源流动,却不能让全社会平等地获取优质课程资源,只有开放共享可以做到。这一次疫情期间,很多名校都在开放资源,国家和地方在统筹社会上的公共教育资源,百度文库等互联网平台也在积极整合和开放教育资源。

疫情后,教育资源的开放共享会更重要。早在2010年,《国家中长期教育改革与发展规划纲要》就明确提出建立国家教育资源库,在疫情发生后,长期研究未来教育的发展变革的民进中央副主席朱永新呼吁建立统一的国家教育资源库和教育资源公共服务平台,因为:“从目前情况来看,我们离理想的国家教育资源库距离仍然十分遥远,对于建立开放灵活的教育资源公共服务平台仍然缺乏清晰思路。” 很多学校有了在线复课的直播平台,却缺乏对应的在线课程和教材。

教育资源公共服务平台离不开民间企业特别是互联网公司的参与。百度文库一直在积极推动教育资源的开放,一方面教育部门、教育机构和教育从业者可以将资源共享,另一方面学习者包括大中小学生以及其他被教育者,则可以下载获取资源。截至2019年11月,百度文库已入驻18万名认证作者、7000家机构,拥有近6亿文档,会员数量超千万。很多高校一边会在百度文库分享优质教育资源,另一边也会付费使用其学术资源,这足以体现百度文库内容的含金量和学术性。

你可以理解地将百度文库理解成“教育资源共享领域的Uber”,认证作者是司机,个人用户是乘客,会员用户是VIP乘客,机构即可以是司机也可以是乘客。百度文库作为平台则负责构建教育资源开放共享的基础设施,包括流量经营、内容运营、商业运营和版权保护等等。百度文库会推动教育资源的上线,针对这次疫情就推动包含有北京知名学校骨干教师分享的系列同步视频课程上线;推出文库会员等模式让学习者支付合理的费用,因为只有优质资源被付费才会引导更多资源被生产和共享;优质文档资源需求强,因此行业盗版现象很严重,去年11月百度文库推出 “文源计划”,为内容创作者提供版权认证、版权扶持、版权保护的全链条服务,就电子文档的版权问题提出针对性解决方案。Uber推动社会运力资源共享,让每个人的出行变得更加简单,百度文库这样的平台则将成为教育资源共享开放的基础设施,就像其SLOGAN:“让每个人平等地提升自我”阐述的一样。

谁都不希望有下一次疫情,但这只能是美好愿望,面对疫情,我们除了直面抗击外,也要有所沉淀。就在线教育行业来说,疫情带来的“价值”绝不只是流量红利,我们更应该思考,教育行业究竟缺什么,互联网又可以再多做一些什么,而且这样的作为一定不能因为疫情结束而结束。

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