The live streaming business of education companies is no longer high-flying.
Source: Know
Author|Xu Jingjing
According to the news on September 10, at 12 noon on September 6, Gaotu Jiapin announced in various fan groups that it would temporarily suspend the broadcast from that day, and the resumption time is to be determined.
Gaotu Jiapin explained the reason for the temporary suspension of broadcasting, "in order to better improve our live broadcast content and service positioning, and bring you a new experience and higher quality content."
Duozhi observed that at present, another account under Gaotu Jiapin, "Gaotu Jiapin Happy Growth" (formerly Gaotu Jiapin Zhenshihui), is still operating, with a live broadcast lasting 6 hours yesterday and 526,000 fans.
For fans, the temporary suspension of the main account of Gaotu Jiapin this time is not sudden. Some clues have appeared earlier: at the end of April this year, Chuan Chuan, the core anchor of Gaotu Jiapin, resigned from Gaotu and regained his identity as a teacher; In June, the core anchor Haotian returned to Gaotu Education Business and launched a personal account of "Haotian (Independent Self-improvement Version)......
At the end of 2023, due to the capture of "Splashing Heaven and Wealth", Gaotu Jiapin, a live broadcast room that has been broadcast live for almost a year, has finally improved, and "it has also been brilliant". At that time, Chen Xiangdong, the founder of Gaotu, said to the outside world: "Although this wave of traffic is accidental, its integration and combination with Gaotu is inevitable. ”
On the evening of December 12, 2023, after ushering in the "pouring wealth and wealth", Chen Xiangdong came to the live broadcast room of Gaotu Jiapin for the first time. In the middle of this live broadcast, a detail is quite interesting, like a metaphor and a kind of announcement.
Anchor Haotian asked Chen Xiangdong with a smile: "What if we return to the time when there are only a dozen people online in the future?" ”
Chen Xiangdong was almost anxious when he heard this, and his voice quickened: "Why are you so unconfident and spineless?" Always thinking about what to do in the live broadcast room where there were only a dozen people in the past? Forget the past, let the past become a prologue, and truly face the future. He firmly believes from the bottom of his heart, "(even) after this wave of popularity passes, the live broadcast room will definitely not return to its previous state, there are so many fans, as long as we do the basic actions, it is a surviving company, and it will not have any problems." ”
However, when the tide receded, this heat, Gaotu Jiapin did not last long. In recent months, most of the time, the number of people online in real time in the live broadcast room of Gaotu Jiapin is usually around the hundreds, which is far from the more than 100,000 people online at the peak at the same time.
The outside world believes that this is also the core reason for the suspension of Gaotu Jiapin.
Not only Gaotu Jiapin, in the past two years, the rise of Oriental Selection has made many education companies see the opportunity of live broadcast e-commerce and test the water. However, after the selection of Dongfang, there has been no answer to whether companies with educational genes can do a good job in live broadcast e-commerce.
Some companies give up directly after exploring for a period of time, such as homework help selection and thinking fun.
There are also companies that choose to restart after giving up, such as the Chalk Evaluation Group (formerly known as Chalk's live streaming brand "Chalk Preferred", which will be launched in March 2023 and will be stopped after testing the waters for a few months. Recently, it was renamed "Chalk Evaluation Group", and it was launched at the end of August, and so far three live broadcasts have been conducted, and the live broadcast is carried out in the form of "broadcast", which is still in the trial operation stage).
There are also some companies that have persisted to this day, such as Xueersi Youpin and Zhonggong Yanxuan. And these companies that have persisted so far have also been confused, but still want to try harder, and they no longer hold high on the live streaming business, but maintain a small team to achieve healthy operation. Taking Xueersi Youpin as an example, the anchor Orange Orange revealed in a recent short video that the current team size is about 30 people.
At the same time, in contrast to the current situation of the live streaming business of leading education companies, the transformation of their core business segment, the education business, has achieved certain results. When live streaming is no longer so imminent, where will the live streaming e-commerce business of education companies go?
At present, what is the attitude of Gaotu Jiapin? After the temporary hiatus, will Gaotu Jiapin return? How long will it take to return?
Gaotu Jiapin has already given the answer: although it is temporarily suspended, "it will never leave". "We are working on a series of upgrades and optimizations, and we hope to see you again in a more complete state. Thank you for having you all the way, and stay tuned for our return! ”
In fact, another sub-account of Gaotu Jiapin, "Gaotu Jiapin Happy Growth", has continued to be broadcast recently. Chen Xiangdong's personal Douyin account is also insisting on updating every day - perhaps, these can be confirmed from the side, Chen Xiangdong is still determined: "Now is the era of short video live broadcast Internet. In this great era, if Gaotu has no seat inside, and Chen Xiangdong has no seat inside, we may miss this era. ”
It's just that in what kind of form should be used to seize this era, Gaotu Jiapin and Chen Xiangdong need to think about it again.
END
Author: Xu Jingjing
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