Apr 13, 2022
In General Discussions
According to the "2020 Education Industry Development Report" released by Tianyancha, the total number of online education-related enterprises in my country will increase from 150,000 to 700,000 in 2020, an increase of more than 4 times. Major giants and small and medium-sized educational institutions have become the darlings of the capital market during the favorable period of the industry. The outbreak of educational institutions has brought about the intensification of involution in educational institutions, with price wars, famous teacher wars, and advertising wars bombarded in turn. According to data, from February to July 2020, the proportion of educational advertising in the overall industry has increased month by month. The wave of customer acquisition brought by advertising has made educational institutions taste the sweetness. By 2021, this momentum has been regulated. The policy has been "cut off", and the proportion of advertisements has shown a downward trend. 2. Vocational skills training and academic examination advertisements remain strong It can be seen job title email list that although the overall educational advertising investment has shown a downward trend year-on-year, the decline in each field is not large. It is speculated that the main reason is that occupational skills training, academic examinations and other industries that are biased towards adult education are not the focus of this supervision, so there is no obvious downward trend in the advertising intensity of this part. From May to July 2021, among the proportion of advertisements in the education and training sub-sectors, the proportion of vocational skills training advertisements will remain at about 26%, while the academic examination will increase the advertising intensity month by month as the summer vacation approaches. In addition, the pre-school education industry advertising efforts are also larger. 3. Vocational skills training has become the key advertiser of the three major traffic platforms The reduction in the number of educational advertisements is also reflected in various key traffic platforms. Even in the top traffic platform Tencent advertising, the proportion of educational advertisements only accounts for 11.77%. Specific to each traffic platform, it can be seen that vocational skills training has become a key education advertiser for Huge Engine, Tencent Advertising, and Baidu Information Flow, while Kuaishou’s interest counseling advertisements account for 31.40%, and NetEase Yixiao is mainly for academic examination advertisements, accounting for 31.40%. up to 24.28%.