Author | Xiaoya
Edit | Chen Weixian
Design | Brother Die
Following the little genius watch, the smart learning machine has become the standard for parents to express their love for their children.
On Douyin, the topic of learning machines has reached 3.61 billion views. One of the most popular videos has more than 61 W likes, and at the beginning of the video, the blogger is still worried about whether the child can learn addition and subtraction.
#学习机 Views on Douyin
Although, this is a video with an advertising nature, there is a certain exaggeration of the use of the learning machine. But parents who are anxious about their children's learning problems all day long will not miss any opportunity that may improve their children's academic performance, and choose to spend money to buy peace of mind.
Among them, the "Little Ape Learning and Training Machine" under Ape Counseling can be described as a dark horse product in the learning machine track. According to Cicada Cube data, in this year's Douyin 618 3C Digital brand sales ranking, Little Ape's sales ranked third, second only to Apple and Huawei.
Why was Little Ape able to break out of the encirclement in the learning machine track and achieve monthly sales of over 100 million on Douyin? Can learning become the second growth curve of the education and training industry? Today, the operating club will talk to you about these.
01
Douyin's monthly sales exceed 100 million, and it is a big score on self-broadcasting
From 2024 onwards, Little Ape's sales on Douyin have not been low, and almost every month sales can exceed 100 million.
In terms of pallet SKUs, since the beginning of this year, Little Ape has put a total of 47 products on the shelves, mainly electronic education products under the 3C digital category. The top three products in terms of sales are all the same learning machine, but the packaging and expression are slightly different, and the sales have exceeded 100 million+. The learning machine is worthy of being a popular product of Little Ape, which has supported the sales of the entire brand.
Little Ape back-end product records
What's more noteworthy is the live broadcast performance during Little Ape 618.
Based on the average daily sales of Little Ape of 1000W ~ 2500W, during the 618 period, Little Ape's sales exceeded 250 million yuan, ranking third in the 3C digital brand sales list. Unlike other brands that need to rely on Dabo to rush sales, Little Ape can achieve such a brilliant result in 618 mainly by self-broadcasting.
In the composition of the sales method of Little Ape 618, live sales account for 97%. Among them, self-broadcast accounted for 59.01%, and Dabo accounted for 40.99%. The high proportion of self-broadcasting means that merchants can directly reach the target users, so as to precipitate these users into their own fans, and convert public domain traffic into private domain traffic.
2024 Douyin E-commerce 618 Good Things Festival Promotion Analysis Report
In terms of self-broadcasting, the two accounts with a high proportion of sales are @小猿官方旗舰店 with 1.744 million followers and @小猿电子教育旗舰店 with 779,000 followers. is also a self-broadcast, the routine is roughly the same, let's focus on accounts with a high number of followers @小猿官方旗舰店 .
The official flagship store of Little Ape brought a total of 30 live broadcasts during the 618 period, basically maintaining a live broadcast every day. Compared with last year's 618, the sales of Little Ape increased by 385% year-on-year, and the sales volume increased by 393% year-on-year.
Of course, relying only on their own anchors to promote products in the live broadcast room will inevitably have a suspicion of "Wang Po sells melons and sells herself to boast". On the day of 618, the official flagship store of Little Ape invited an education anchor "Nian Ma", who has 126.9 W fans on Douyin, to endorse Little Ape's learning and training machine.
Nian Ma has a lot of labels, such as the former CCTV host, Douyin's official gold medal family education leader, and she is also the mother of a Beijing primary school student. The video collection "Xueba Project" she posted on Douyin has reached 3989.8W views, and many parents have learned how to cultivate their children from her videos.
Screenshot of Nian Ma's Douyin account
"What I don't regret the most is to turn the living room at home into a study", in the video, Nian's mother shows her two picture book walls and recommends the picture books that she thinks are worth reading for her children. In the comment area of the video, some parents echoed that "the best school district room is the study room at home". At present, this video has the highest number of likes in the collection "Xueba Project", reaching 36,000. It can be seen that parents miss their mother's educational philosophy very much, and they are naturally willing to follow her to buy and buy.
As early as May 31, Nian Ma gave Amway the little ape learning and training machine in a video of the general strategy for the final review of primary school Chinese, which is equivalent to warming up for the live broadcast of 618.
With the help of Nian Ma, superimposed on the preferential mechanisms such as giving away printers with wrong questions and eye-protecting table lamps in the live broadcast room, on the day of 618, the sales of Little Ape's official flagship store exceeded 35 million yuan, which is equivalent to the effect of the head anchor with goods.
02
A learning machine sells more than 100 million yuan a month, why?
Relying on only one learning machine product, the monthly sales of the store can exceed 100 million, which not only makes people curious about the magic of the products and live broadcasts of the official flagship store of Little Ape, but also attracts many users to place orders?
The operation club believes that the reason why the little ape learning machine can sell more than 100 million yuan in Douyin is not only because it has stepped on the tuyere of the intelligent learning machine, but more importantly, the little ape has a unique operation method, which is mainly reflected in the following four aspects.
1) The product is not enough, and the gift box will make up
According to the observation of the operating agency, there are only two learning machine types of products under Little Ape, which are a learning machine product priced at 3899 yuan and a smart exercise book priced at 2799 yuan. At present, the main product of Little Ape in the major live broadcast rooms is still a learning machine priced at 3899 yuan. Compared with brands with four or five SKUs such as Jobbang, Little Ape's SKU is relatively simple.
In the case of a single product, the little ape put effort into the packaging. Since the beginning of this year, the official flagship store of Little Ape has put on the shelves a total of 8 links to learning and training machines, of which 6 links are limited to gift boxes. In order of release time, they are: 2024 Chinese New Year Gift Box, "Set Sail" Gift Box, "Learn to Learn" Gift Box, "Start the Future" 618 and "Start the Future" limited-time upgrade gift box.
Take Little Ape's latest release of "Start the Future" limited-time upgrade gift box as an example. This gift box uses a brighter blue color in the packaging, and the set not only has a learning machine, but also includes postcards, notebooks, custom stationery gift bags, cartoon stickers and other peripheral products.
Plus, this gift box set is only available for 5 days, highlighting the scarcity of gift boxes.
Little Ape Learning and Training Machine "Writing the Future" gift box
The most important thing is that the price of the little ape learning and training machine gift box and the ordinary model is the same, both of which are 3899 yuan. Obviously, at the same price, it is natural that the gift box with rich gifts is more attractive to parents.
2) Buy crazy "krypton gold" on Douyin
Judging from the traffic in the live broadcast room, in the last 30 days, 60.6% of the traffic in the live broadcast room of the official flagship store of Little Ape comes from payment, far exceeding the average valuation of 24.1% of the same goods master.
@小猿官方旗舰店 Background live stream traffic structure
In the video advertised in the official flagship store of Little Ape, the red mark "insist on learning and practicing for one hour a day, from the bottom of the class to the top three in the year" was directly placed at the beginning. Minghuang told the user that as long as the child uses the little ape to learn the training machine, he can greatly improve his performance.
I have to say that the little ape really understands the needs of parents.
The accurate paid streaming has brought a group of middle-aged parent users to the official flagship store of Little Ape. 65% of the audience in the entire live broadcast room are women, 35% are men, and in terms of age, 31 ~ 40 years old are the most, accounting for 47.81%.
3) With double links, the anchor "forces" parents to place orders
After successfully attracting users to the live broadcast room, the anchor's speech became the key to determining the parents' orders.
As an electronic product, parents are most worried about whether it will hurt their children's eyes if they use it for a long time.
The anchors in the live broadcast room of the official flagship store of Little Ape naturally understand the concerns of parents, and they will focus on explaining during the live broadcast that the Little Ape learning and training machine uses an eye-protecting ink screen, zero blue light, and will not affect the child's eyesight.
The introduction of the little ape learning machine about the ink screen
In addition to vision problems, parents are also worried that the high-priced learning machine will be used as a game console by their children.
General smart learning machines, in the built-in app store can search for games, videos and other entertainment software, if you need to download the need to obtain the consent of the parents. The little ape learning machine chooses to disconnect from the network directly, and it is completely unable to download other software. This setting is simply a blessing for countless parents.
With the dual protection of eye protection and not being able to play games, the only factor that affects parents' orders may be price.
In this regard, the operation agency noticed that the live broadcast room of the official flagship store of Little Ape has a unique set of "forcing orders" skills. In the official flagship live broadcast room of Little Ape, two links will generally be shelved. The difference is that link 1 has more than 10 kinds of giveaways, while link 2 doesn't have any giveaways and even needs to wait for pre-sale.
@小猿官方旗舰店 Douyin live broadcast room
When explaining, the anchor constantly emphasized that the No. 1 link is in stock, which can be delivered to your home by SF Express free of charge, and is equipped with gifts such as eye protection lamps. However, the inventory of the No. 1 link is limited, and if the order is late, you will not be able to grab it, so you can only shoot the No. 2 low-cost alternative link.
The actual situation is that the No. 2 link has been in a state of snatching up and unable to place an order. Usually in the live broadcast of the whole day, the anchor will compare the two links on the 1st and 2nd to make the little ape learning and training machine in the 1st link more value-for-money, so as to stimulate parents' desire to buy.
Moreover, the anchors will mention that the little ape learning machine can be tried for free for 7 days, even after unpacking and activation, parents can return it if they think the experience is not good. In this way, parents can be relieved of their worries that the machine is not easy to use, so that parents are willing to buy it back and experience it.
Volume length is also a regular operation of self-broadcasting, and in the last 30 days, the average live broadcast time of the official flagship store of Little Ape is close to 15 hours. At such an important marketing node as the end of the semester, the official flagship store of Little Ape will choose to start broadcasting at 5 o'clock in the morning and will not go off until 1 o'clock in the morning the next day, which can be called a model worker in the live broadcast industry.
4) Private domain precipitation, using grass to do social fission
The education industry has always been regarded as the leader of the private domain industry, and the learning and training machine of Ape Tutoring has not disappointed in the operation of the private domain. It only used a very ingenious trick to trap the parents firmly in their own private domain.
After parents purchase the Little Ape learning and training machine, parents need to bind the "Little Ape Smart Device Parent Terminal" on WeChat, and after binding, parents can query their children's learning reports, control the use time of some functions of the learning and training machine, and upload additional learning files.
"Little Ape Smart Device Parent Terminal" Mini Program page
The mobile phone remote control learning machine has become the first right and interest of Ape Tutoring to precipitate the value of the private domain.
After trapping the first batch of parent users, Little Ape can reach more parents through social fission. In 2022 ~ 2023, the WeChat official account of Little Ape Smart Device has released a number of tweets to encourage parents to bring topics#宝贝的学习搭子 Post the grass planting notes of the Little Ape Learning and Training Machine on Xiaohongshu to get a JD shopping card worth 100 yuan.
On Xiaohongshu, the topics #小猿学练机 and #宝贝的学习搭子 were read 73.364 million and 27.025 million, respectively. Through parents sharing their real experience, the Little Ape Learning and Training Machine completed the second planting of grass on Xiaohongshu.
In addition, the little ape also has a newcomer recommendation ceremony. Users who have already purchased the Little Ape Learning Trainer can refer their friends to place an order to purchase the Little Ape Learning Trainer or smart exercise book at the official flagship store of the Little Ape Learning Machine, and both parties can get 100 yuan in cash or shopping cards.
Recommended rules for newcomers to the little ape training machine
Sure enough, it has to be real gold and platinum to attract parents to learn and practice for the little ape.
On the whole, the highlights of the little ape's operation are very worthy of reference. First, in the face of a single product, different packaging is used to enhance differentiation and product value. Second, in terms of forcing orders, it effectively solves the concerns of parents in response to pain points such as eye protection and inability to access the Internet. Third, as a consumer-resistant product, the little ape has established a daily interactive connection with parents through intelligent hardware binding programs.
03
In the 100 billion market, technology companies are rushing in
The popularity of the little ape learning and training machine is just a microcosm of China's educational intelligent hardware industry.
According to the latest "2024-2025 China Smart Learning Machine Market Trend Research Report" released by iiMedia Consulting, the scale of China's education smart hardware market will reach 80.7 billion yuan in 2023, a year-on-year increase of 29.53%; It is estimated that the size of China's educational smart hardware market will exceed 100 billion yuan in 2025.
In this case, brands such as Homework Help, Ape Tutoring, iFLYTEK, and Xueersi have laid out the track of intelligent learning machines.
In March 2024, the total sales share of smart learning machines in China by channel shows that homework help ranks first with 23%, Little Ape, Xueersi, and Xiaodu with 11% and tied for second, and iFLYTEK ranks third with 10%.
iiMedia Consulting|2024-2025 China Smart Learning Machine Market Trend Research Report
The operation gang can take the first place with the advantage of fault, which is inseparable from its product layout. Homework Gang not only has a learning machine, but also launched more than ten kinds of intelligent hardware such as tutoring machines and general learning pens, and the product line is very rich, which is incomparable to other brands.
If the statistical time is changed to Q1 of 2024, the market share of different brands of learning machines will undergo new changes.
According to the white paper released by Mojing Insights, in Q1 2024, the market size of learning machines will reach 1.9 billion, with a year-on-year increase of 203.3% in sales and a year-on-year increase of 56.7% in sales. Among them, Xueersi ranked first with sales of 430 million yuan.
At present, there are three learning machines in the Douyin store of Xueersi's official flagship store, namely xPad2, xPad2 Pro, and xPad2 Pro Max, with prices of 4899 yuan, 6599 yuan, and 8595 yuan respectively. Among them, the xPad2 Pro, priced at 6599 yuan, has become a star item, with sales reaching 330 million yuan.
According to the statistics of Mojing Insight, the average price of Q1 learning machines in 2024 will be 2112.7 yuan. Obviously, the pricing of Xueersi's learning machine far exceeds the average market price, and its products mainly target the mid-to-high-end learning machine market, and have achieved good results.
The results of Xueersi Learning Machine were finally reflected in the financial report of Good Future.
At the Good Future earnings conference, Peng Zhuangzhuang, President and Chief Financial Officer of Good Future, mentioned that the revenue of learning hardware will continue to grow in the fourth quarter of fiscal year 2024. In the future, Xueersi will focus on the improvement of learning machine hardware and brand building.
It is foreseeable that seeing the opportunity of the learning machine track, the battle of major brands will be more intense in the future.
04
epilogue
It can be seen that parents have a strong willingness to spend thousands of yuan to buy an "electronic teacher" for their children to improve their academic performance. However, from the perspective of user experience, there are still many problems with intelligent learning machines.
In the comment area of the official account "Little Ape Smart Device", some parents raised problems such as the unclear collection of images of the Little Ape learning and training machine, and the fact that some questions only have answers and no video analysis. Learning machine products such as Xueersi and Homework Help have also encountered doubts such as insufficient intelligence and insensitive screens.
It can be seen that although the market for intelligent learning machines is large enough, ape tutors still need their own products to stand out with learning and training machines.
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