Guideline for marketing in China for online education
Market analysis of Online education industry in China
- Important development stages of China’s online education industry
The development of the Internet in China has promoted the development of online education. The degree of computer and Internet development determines the maturity of online education. Compared with traditional educational institutions, online education is characterized by high efficiency, convenience, low threshold and rich teaching resources.
The rapid development of 5G networks and the popularity of smartphones have made apps a magic tool for learning. It has also become a competitive place for online education companies. Based on the above characteristics, coupled with the promotion of the Internet, online education platforms rise, gradually expand their scale, and win the favor of the capital market. China’s online education industry has also gone through several important phases.
- Online education is booming during the COVID-19 pandemic
At the beginning of 2020, the COVID-19 virus has taken the world by storm. In the critical period, offline education activities were forced to suspend.China’s Ministry of Education has ordered offline classes at universities, middle schools and kindergartens across the country to be suspended, as well as offline classes and group activities at various training institutions.The introduction of these two regulations allowed Chinese students to start an online learning journey. It also accelerates the popularization and penetration of online education across the country. 2020 must be the most critical and important node for the entire online education industry.
Although the development of online education is booming in recent years, it has never been used on such a large scale in China.According to the survey, the number of daily active users of educational and learning apps rose from 87 million to 127 million.The emergence of new communication forms such as live broadcast and short video has aroused active exploration in the field of online education.At the same time, the development of artificial intelligence has also brought more interesting and possible for online education products.
- Under the “Double Reduction” policy, online education faces a huge crisis
“Double Reduction” in the Opinions refers to a reduction in the total amount and time of commitment required by school homework and a reduction in the burden of off-campus or after-school training programs. Based on the Opinions, the Double Reduction policy is intended to improve the overall quality of school education, reduce excessive study burdens and protect the health of students, relieve the burdens and anxiety of parents, reduce social inequity, further regulate and standardize off-campus training (including both online and offline training), and strictly implement the Compulsory Education Law, the Protection of Minors Law and other laws and regulations governing the education industry.
After the government issued the “double reduction” policy, some education and training institutions directly announced the dissolution, and many online training institutions began to lay off staff. Under the pressure of the double reduction, education and training institutions are very difficult.The gradual crackdown of the policy makes the sales of online courses continue to decline, and disciplinary training is gradually facing a crisis.K12(Basic education) online education platform is forced to face transformation in the introduction of these policies.
- Online education is facing a transformation
To be sure, the development of the Internet will not stop, online education industry is still a blue ocean.
In addition to the K12 field, vocational education and training is a hot trend. Data show that sales of online vocational education and training courses in China in 2021 are on the rise compared with last year.
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TOP10 courses in sales in the first half of 2021 |
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IT● Internet |
Java development |
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IT● Internet |
Background development |
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IT● Internet |
Operation and maintenance |
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IT● Internet |
Internet products |
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IT● Internet |
Software testing |
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IT● Internet |
Front-end development |
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IT● Internet |
Big data and AI |
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Interests ● Life |
English |
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IT● Internet |
Mobile development |
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IT● Internet |
Certification test |
Vocational training in the Internet industry has attracted a lot of attention, and the courses are constantly refined and expanded.In the first half of 2021, nine of the TOP10 online course sales are in the Internet sector.
The time for extracurricular tutoring has been continuously reduced, and K12 education has gradually undergone transformation. With the deepening of the concept of quality education, children’s programming, science, robotics and other courses are also listed in the parents’ list.
This year, the new “online vocational skills training” module in the field of online education services is mainly Photoshop, fashion design, music, piano and other courses. In the newly added “interest life” module, Musical Instruments, wine tasting, and other entertainment courses are the main.
- China’s online education market, new opportunities for foreign companies
Influenced by national policies, Online training institutions in China are facing transformation. Online education development still has market prospects with both opportunities and challenges.
- Under the “Double Reduction” policy, most of the training institutions in China are undergoing an emergency transformation
Under the background of the double reduction policy, some online education market of K12 will be greatly reduced, and the market will transform to vocational education and quality education. The demand for online education still exists, and the number of educational institutions will decrease, and some foreign-funded enterprises will welcome new opportunities for development.
After the policy is issued, it has a positive effect on the compliance development of some discipline training institutions outside the school. Market competition will return to rationality, the whole industry will be more standardized, and some education enterprises with efficient operation will have more advantages.
- Causes of the epidemic, increasing demand for online education
As the epidemic changed the world forever, online education makes up for the absence of traditional education, uses technology to break through the barrier of reality, meets the needs of students in class, and can also realize the sharing of high-quality resources. The growing demand for online education has also created opportunities for foreign companies.
- Innate Advantages
Foreign online education institutions have inherent advantages in some subjects, such as English and programming. For a language, a good language environment is very important for learning a foreign language well. Chinese parents prefer native speakers to teach their children English. This is what online language education in China lacks. There are also programming classes, which started abroad and spread to China. Teaching in Chinese will become more complicated, and expressing in English will be easier. So for this aspect, foreign online education institutions have fertile ground. These can make up for the deficiency of domestic online education institutions.
- Advanced technology
The development of online education in China is extremely hot in recent years, but the United States is the birthplace of online education. They have proven technology. Due to the highly developed information technology, the United States has made great progress in online education by taking advantage of its advantages in the fields of Internet, electronic technology and educational APPS. Therefore, foreign-funded enterprises can exploit the Chinese market by taking advantage of technological advantages.
- How to market your online education institution in China?
- Digitization is the best choice
Due to the epidemic, offline marketing cannot be carried out temporarily.
Digital marketing uses computer network technology to realize marketing. Digitalization enables students to participate in the marketing process. Pay attention to cost, reduce the agency of intermediate links, and publish information on the Internet with low cost, so that it has a great competitive advantage in marketing. Use the Internet to publish and update the course information in time for students to choose.
- High-quality online mandarin education website
First, you must create a Chinese web site (simplified Chinese). You can search your website on Baidu first. Chinese consumers search for company information on Baidu before any purchase or consultation.
Pictures, content and video are crucial to making a good impression in China’s online education industry. Chinese consumers like quality content, student feedback and teacher information related to online education.
It’s also a good idea to have a mobile app, which many online education companies use it to interact with customers on mobile devices.
- It is necessary to establish a good reputation in China
Reputation is an important guarantee for an enterprise to obtain sustainable and stable development and even survival. The quality of reputation management has a direct impact on the current and long-term development of enterprises, and has an important impact on their survival status.
Regardless of the company, it is important to build your electronic reputation on forums, electronic media, and Baidu-related platforms in order to gain customer trust and build a high-quality and loyal customer base. There are many dedicated online education forums that consumers can visit to seek advice and discuss course recommendations.
Engaging in forum community management is a good way to improve your reputation and rank high in Baidu’s search results, because these forums themselves rank high, so relevant content will appear in the relevant keyword search.
- How do I Obtain Traffic
In China, there are several ways to get traffic: content marketing, Baidu SEO,SEM,PPC, advertising and so on. In China, media exposure is also very important. Sohu, 360, Tieba and other electronic news websites all have online education topics. Good copywriting is conducive to the rise of Baidu ranking. Publish these copywriting to major media. In China, only when people are interested in you will you have more traffic.
- Community management, pay attention to word of mouth
Word of mouth spreads the fastest. Using the characteristics of Internet convenience, through text, pictures, video interaction with students, so as to deepen the influence and impression of Chinese students. Finally achieve the purpose of network marketing.
- How to attract and retain Chinese customers through social media
With more than 900 million people active on social media, it’s critical to understand how to leverage this vast resource to drive traffic, promote products, and expand audiences. Obviously, marketing on social media of all kinds is necessary.
Social media is an important part of marketing strategy in China. Social media allows you to gain visibility and build close relationships with Chinese customers. The most commonly used social media apps in China are Weibo and wechat.
WeChat has about 900 million monthly active users. Chinese people’s work and social interactions are closely related to WeChat. Therefore, you must have your own WeChat public account.
How to start marketing on WeChat?
※Create a group or official account: To do marketing, you must establish a group or official account. The name is also more important. You must highlight the course you want to market, so that people can understand what you are doing at a glance, and attract strangers to add your WeChat , If they are interested in your course, they will join the topic.
※Optimize your WeChat public account: create interesting content. If Chinese users are curious, they will understand your brand and courses.
※Image positioning: In the early stage of the operation of the circle of friends, you can set a matching image in the circle of friends according to the course you want to market, so as to lay a good foundation for the course marketing in the later stage.
※Update the article regularly: The copywriting of WeChat marketing should be concise and clear, and it is recommended to include course keywords and course advantages.
※Video promotion: Make fun videos, upload them to Youku, Tencent Video and other platforms, and insert QR code pictures into the videos.
In the past two years, as Weibo has been widely used in various industries, Weibo marketing will continue to be active in the market as one of the important blue ocean strategies of enterprises in the future. According to statistics, the number of Weibo users has reached 280 million, and the number of active Weibo users may reach 500 million in the next two years. Thus, the huge business opportunities that weibo marketing will bring are self-evident.
How to carry out marketing on Weibo?
*Create a Weibo account, which is the basis for marketing activities.
*Publish course information with your course as the core. The pictures are required to be exquisite and the text fluent to suit the tastes of readers, which can attract people, preferably in the form of soft text.
* Establish your own fan base and do Weibo marketing, the fans must reach a certain amount. At the beginning, you must attract others and join your fan base, and these fans must be real, active, and often able to watch your Weibo.
*Update Weibo frequently, keep Weibo active, and update it at least once every two days.
*Manage your community: respond to related questions, interact with your followers and other Weibo accounts.
- KOL Marketing
KOL marketing refers to the collaboration between brands and those with expertise in online education. These people are usually related to the brand’s courses, or at least attract the attention of people who are interested in the courses.
1) Establish marketing objectives and assessment standards
Clarify the purpose of the marketing plan and how to measure the success of the marketing plan. Some influencer marketing plans have very precise indicators linked to sales revenue. For example, the number of courses sold, and the number of reposts and likes of course information, etc.
2) KOL positioning and fan positioning
The size of KOL’s online fans is very important, and brands need to analyze and judge the structure of fans. If a person who is not accustomed to introducing courses to fans, suddenly recommends courses under the background of paying, this action may cause him to be questioned and his influence will decline.
3) Customize the marketing plan with the brand ambassador
Remember not to copy the determined marketing plan to different influencers, but the entire marketing team to jointly develop a creative marketing plan. If the marketing plan looks more credible and sincere, it will also achieve better communication effects on social media software.
- Sell your courses on Chinese e-commerce platforms
Your courses can be sold on JD.com, Tmall and Taobao platforms.
JD.com, Taobao and Tmall are the most popular shopping platforms in China. You can trust them and sell your courses on these platforms.
How to sell on JD/Tmall/Taobao?
◎First you need to apply for your store on JD/Tmall/Taobao.
◎Manage and design your store.
◎Advertising on platforms such as JD.com/Tmall/Taobao.
◎Manage your customer service.
◎Promote your courses through advertisements and other preferential activities on various platforms.
- Who are we and how can we help you?
If you want to open up the Chinese market, you need to develop a correct market strategy.
- Who are we and how can we help you?
Domatters is a local online digital marketing agency in China. We are a professional organization with extensive experience in the development of online education. We know where to find the audience. We are your consultant in China.
Domatters guide you on how to build relationships and manage through Chinese social media. Interact with your customers in a Chinese way to build mutual trust.
Great SEO strategies are like fine wines; they take time, patience and commitment but the results are well worth the wait. Strong organic listings are the most credible way of reaching your customers. Implemented and maintained properly, an SEO strategy won’t just deliver traffic; it will deliver reputation, customers and success.
Domatters digital chinese marketing team blend technical best practice with high-quality content generation, underpinned by social media and online PR to create a compelling online presence. No tricks, no cheats, no shortcuts. We have successful seo experience for wordpress, opencart, E-commerce,etc sites for industries.
- Leading position in the industry
From 2016 to now, we have served many overseas customers from different industries, such as online education, healthcare, network security, blockchain, machinery, games, IT, retailers, tourism, and real estate. They are very satisfied with our service, and many customers have become our long-term partners.
- We focus on
- Chinese content strategy
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- Chinese keyword research,
- Social media marketing such as WeChat and Weibo
- Chinese content copywriting
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- Chinese local team
We are a localized team. Everyone in the team is Chinese. We know the consumption habits of Chinese people very well. Everyone in the team is very professional, focused on various fields and achieved good effects.
- Our experience
We are a very friendly team. We have participated in many online education projects. We know how to develop marketing strategies to promote your projects in China. If you are interested in entering the Chinese market, our team can tailor your strategy for you. If you want more information, please feel free to contact us.
- Keep in touch
We have extensive experience in the field of online education. Contact us, we have excellent experts to discuss more details with you.
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