Kindergarten is the main place for preschool children to be entrusted. For parents, the core needs to be solved are based on the personal safety issues of young children leaving their parents, including entering, leaving school and the entire school time; The need for school communication, for example, the dynamic feedback of the child in the kindergarten, the reception of the park, and communication with the teacher.
Around the above demand, a number of home-farming players emerged between 2013 and 2014, and vertical tracks were formed.
At the same time, the services provided by a large number of parks are also homogenized in the process, basically through the construction of the SaaS cloud platform, with the necessary hardware deployment, to achieve the child's attendance check-in, dynamic sharing, the park information release, home School communication and other functions, while superimposing the basic operation management module inside the park.
In terms of market strategy, the home-school breeding enterprises consistently cut through the park and then used the C-side. In addition to hardware and software deployment considerations, the B-side decision-making power is also higher. However, if we consider the realization of cash, regardless of market space or willingness to pay, everyone has consistently turned their attention to the C-end.
At present, mainstream mainstreaming methods can be summarized into two categories: First, as an instrumental product, if there are higher value barriers in improving efficiency and convenience, the tool itself can be realized; second, if the barriers and value of the tool are limited Then, a powerful user barrier can be formed through the platform to realize traffic realization.
Tools to achieve large-scale revenue, strong agent network to support local operations
Although the four-year-old Palmtop home was late, but with solid remote video live broadcast technology and gridded sales layout and operation services, it has begun to take shape on the road of tool realization.
First of all, technical barriers are the key to realizing the tools of the home-based tools. The specific form is to provide parents with video-based live broadcast services based on mobile APP.
The core is ultra-low bitstream lossless compression technology, which can ensure the smoothness and high definition of the transmitted image while reducing the bandwidth requirement of the park. In addition, the parents can still accept the stable at the receiving end even in the unfavorable network environment. Transfer images.
The technical advantage is mainly due to the technical genes of the home. Before the transformation to do home education, the team focused on providing security hardware and SaaS systems for chain stores and public security systems.
In terms of the customer base, the master of the home is the decentralized private single garden. Different from public parks and chain parks, private single-cameras lack brand and word-of-mouth effects, and they face certain competition when enrolling students. At the moment when the child abuse incident in the kindergarten causes parents to panic, it is undoubtedly advantageous to play a "safety card" by video live broadcast.
Secondly, the palm-line home has formed a grid-like agent covering 2,100 counties and districts across the country. The number of private single-parks is large, small and scattered, and has high requirements for localized services. The agents in each county are responsible for the development of customer resources within the jurisdiction, as well as the subsequent services, including the deployment of software and hardware, operational training, and fault maintenance.
The palm-to-home home enters the park through agents, and activates the use of the home side with 2B2C. At present, the palm homes cover a total of about 70,000 homes, and nearly 20,000 kindergartens are open to live broadcast. In the first half of 2018, the first quarter of the school year, the mobile home income of the palm homes exceeded 100 million yuan.
Commercialization from tools to platforms is still in the early stages of exploration
After the video revenue revenue exceeds 100 million yuan, the next imagined space for Palm Home is the realization of traffic and the transformation of tools to the platform.
At present, the platform of the hometown of the home brings together the parents of children aged 3-6, and through the diverse user behavior data, the user portrait can be formed. Since then, the education investment around parents has been cut into the scene, providing a platform for third-party organizations to achieve accurate diversion.
The third-party institutions that are stationed can be divided into two categories. One is a localized service provider, such as an interest training class, a parent-child tour agency, etc., to charge for the diversion effect; the second is the quality of early education content from the media, like Kay’s storytelling, My sister, early education, etc., divided by content payment.
Palmtop Home is currently in the early stage of commercial exploration. While the traffic scale gradually builds up user barriers, it faces the challenge of traffic conversion efficiency.
The higher the frequency of APP usage per day, the longer the stay time per opening, the better the conversion base. According to the internal data of the palm, the users who open the video service are much higher than the ordinary registered users, regardless of whether the APP is open or stayed. Therefore, increasing the proportion of paying users will help increase the number of active users, which is in line with the interests of agents and can fully mobilize their enthusiasm.
Recently, Ye Hao, the founder of Zhangtong Home, accepted an interview with Love Analysis and had an in-depth dialogue on the company's business, operations, and strategy. Some of the contents were shared as follows.
Cut into small private parks
Love Analysis: Why choose to cut in from the private park?
Ye Wei: First, everyone is actually not willing to be a private park. The promotion cost is very high. Every time we have to talk to the private park separately about different schemes. Second, the recruitment requirements of private parks are relatively strong.
Love analysis: Where is the difficulty in cutting into the public park?
Ye Wei : Open video is what all parents need, but when the pressure on the admission of the park is not too great, they will worry that the video will put pressure on the teachers;
In addition to the live video, we are now launching an information solution that is needed in all kindergartens. At present, parents in Shanghai, Chengdu, Chongqing, Xi'an and other places have more than 100,000 daily activities.
Love Analysis: How to effectively promote and operate private parks?
Ye Wei: We divided the country into 2,100 counties and districts, without provincial or municipal generations, directly to the county level. Therefore, the operation system of our entire channel is very heavy, and then the channel goes to the park to follow up, let the head of the park to use our platform, they are responsible for training the director and teacher, responsible for obtaining the list of kindergartens, and starting to activate the parents.
In terms of operations, the requirements for offline are far more than any Internet company, and half-hour fault feedback is realized in the county. So only by choosing the most gridded channels, is there a way to provide high standards of service. In addition to the palm of the hand, no one in this channel has been established nationwide.
Through more than three years of hard work, Master has developed 2,100 county agents, each county has about three or four agents, and we have nearly 10,000 teams across the country.
Love Analysis: How to achieve kindergarten enrollment and performance management?
Ye Wei : In the performance part, the director can supervise the teacher's comments on each child, and it is difficult to verify using WeChat; in the enrollment part, we have done a function. When the parents take photos of the children taken by the teacher to the circle of friends, The watermark will display the kindergarten information and provide a registration link for the kindergarten. At the same time, if a parent completes the registration through this link, it can be traced back to the teacher who took the photo and gave a performance reward.
Focus on improving daily activities to support platform transformation
Love Analysis: How to ensure the effective activation of the platform account?
Ye Wei: The activation of the account is linked to the teacher's performance. In this way, the activation is more than 80%. After that, the channel will guide the installation and use according to the situation. When the parent activation rate reaches 95%, the kindergarten will inform. Parents, notifications, assignments, reviews, etc. related to the child will be sent through the Palm Home App, and all C-end users will use the Facebook app from the original WeChat.
Love Analysis: What is the current user activity level of the APP?
Ye Wei: We now have more than one million teachers living in the moon, living 400,000 daily, and the parents live close to 4 million.
Love Analysis: How to predict the speed of new users?
Ye Wei: Our internal assessment indicators are not the number of parks, but the number of active users. It is planned that by the end of next year, the number of kindergarten teachers will reach one million, and the number of parents will reach tens of millions.
Love Analysis: What factors are considered when considering local service promotion?
Ye Wei: I will consider the level of urban daily living. Cities with more than 100,000 daily living in the home, including Shanghai, Chongqing, Chengdu, Xi'an, and more than 50,000 cities in Japan, including Beijing, Zhengzhou, Dalian, Qingdao, Shijiazhuang, etc., will give priority to attracting institutions with high traffic.
Love analysis: Do you consider doing your own content?
Ye Wei: No. At this stage, we are still expanding the flow of the platform, opening up my entire ecological capabilities, giving high-quality content producers, or three-kilometer services such as training classes and parent-child tours, including the same city tourism section of the US Mission, Himalayan content. Wait.
Love Analysis: What changes have been made to the team from the tool to the platform?
Ye Wei: Since July last year, Beijing has invested more than 100 R&D teams. The entire big data architecture is undergoing reconstruction and improving the ability to push accurately. It is expected that a new version will be launched in June and will be open for registration.
Love Analysis: What is the current overall team size?
Ye Wei: Nearly 500 people. There are more than 100 R&D teams in Beijing, responsible for product, content, big data and other architectures. There are 150 R&D teams in Xiamen, which are responsible for B-end hardware products and overall solutions.
The pattern of the homeland breeding track has become clear
Love analysis: the market structure of the hometown sub-division circuit?
Ye Wei: This industry is too heavy, each single garden must be broken separately, training alone, every parent has to go to the door to activate, no Internet industry can do it. There are no more than five industries in the industry, and the current traffic should be the sum of all friends.
In the case of scale and flow dominance, a huge head effect will be formed. So the more you head, the more you will choose you. So we see that this industry should form a 721 pattern, with the first place accounting for 70%, the second place accounting for 20%, and the remaining 10%.
Love analysis: Are all considering the transformation of platformization?
Ye Wei: Everyone is doing this model, but the problem is that there is no traffic, and good content experts and third-party organizations will not come.
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