Apr 12, 2022
In General Discussions
On March 31, 2020, with the approval of the Party Central Committee and the State Council, the 2020 National College Enrollment Unified Examination (referred to as the "Gaokao") will be postponed for one month, and the examination time will be July 7-8. The 100-day countdown to the college entrance examination also changed from 68 to 98 on this day. Since the outbreak of the new crown epidemic at the end of January, many industries have been hit hard. However, there is still a dark horse that has been promoted to the public. This is online education; online education is a new industry segment based on the Internet in the education category in recent years, such as vipkid, ape tutoring, homework help live classes and other products The momentum is unstoppable, and it has been Fax List favored by the capital market one after another. With the attention of the whole society, the 2020 college entrance examination is coming as scheduled. In the first half of this year, Tencent Marketing Insights pointed out that users are more likely to be attracted by brands and teachers. For k12 education, the college entrance examination is the best opportunity to comprehensively examine the achievements of students and reflect the "value" of the training institution. It is not only a real source of students, but also a high-quality opportunity to establish a brand moat in the hearts of users. The content is taken from: "K12 and Preschool Education Industry Insights in the Digital Age" released by Tencent in 2020 Now that the 2020 college entrance examination has come to an end, what word-of-mouth actions have online education made during this special period? 1. Promotional actions and effects of each product From the three TOP-level online education products, I have sorted out the following timeline according to the content released by each product: Judging from the frequency and release point, the three products have launched the special promotion of the college entrance examination two weeks before the test, and have several communication plans.