Driving factors: 1) driven by national policies: new types of occupations emerge one after another, the status of skilled talents is improved, and the dominant position of enterprises in vocational education and training is more prominent; 2) Driven by social environment: social competition, population aging, anxiety and information noise promote lifelong learning; 3) Driven by industry change: the supply of content services is expanded, innovative technologies promote industrial upgrading, and the content side and the platform side jointly promote the development of the industry.
Market scale: nearly 300 billion in 2021, new occupations drive category innovation, online accelerate market sinking, and online comprehensive lifelong education accounts for 40%.
Development trends: 1) vocational education welcomes new and innovative changes, the online adult training and the digitization of enterprise training are accelerated, new vocational types create new training categories, new delivery forms and expand new trainees; 2) Under the upsurge of lifelong learning for all, the self-study behavior is fragmented, the categories are vertically subdivided, and the business prospect is expected.
Business model: realize that everyone can learn, learn everywhere, learn from time to time and learn for life. Based on the basic capabilities of consumers and supply side products and services, Tencent classroom allows users to achieve self-improvement by browsing free knowledge widely, and consolidate professional skills by purchasing high-quality training services.
Scale of the platform: Tencent classroom supports 130000 + training institutions and 20000 + knowledge creators to realize online teaching and operation, provides 400000 + systematic training courses, 1 million + FREE self-study contents, and the overall monthly visitors of the platform are 26 million +. In addition, Tencent classroom cooperates with more than 700 1 + X pilot colleges and universities, and the overall number of certificates is more than 7000.
Learning of class users: it · Internet, design · creation, examination · textual research are the most popular users, among which male users love to learn it · Internet and design · creation; Female users love to learn design and creation.
Users’ willingness to pay: Java development, e-commerce platform, postgraduate entrance examination, graphic design, Life Encyclopedia, English and technical skills courses are more popular with paying users. Users who learn it, Internet and e-commerce marketing are most willing to spend money.
Content supply: under each level of category, the largest number of institutions publish background development, industrial product design, e-commerce platform, construction engineering, technician skills, English and Life Encyclopedia training courses, and the competition is relatively fierce. At present, the platform focuses on the free self-study content closely related to the daily work of white-collar workers. Among them, the creators of light content in the professional workplace are concentrated, and most of them are creators of professional quality content.
