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Mingo6666

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2021-06-25

Hi test

2021-06-25

Hmmm

Will Generation Z, who "lies flat", follow Ding Lei to plant grass in Netease?

2021-06-24

Hi

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2021-06-22

Huh

Online education suddenly brakes, intelligent hardware storms?

2021-06-21

Hmm

Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down

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Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yanxuan treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but I must be over 56 before I can use them, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then I went to see what to buy. It turned out that all goods need to be over 99 before they can be shipped, so these two coupons plus postage can only have a discount of 29 in disguise. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, with the maximum deduction of 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay by using coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>","source":"lsy1568158634801","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Will Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nWill Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\"> 锌刻度</strong><span class=\"h-time small\">2021-06-25 17:24</span>\n</p>\n</h4>\n</header>\n<article>\n<p><img src=\"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9\" tg-width=\"1024\" tg-height=\"683\" referrerpolicy=\"no-referrer\"><b>The new middle class looks down on it, and Gen Z doesn't buy it</b></p><p>\"I drank three bottles of hot pot.”</p><p>Ding Lei, CEO of Netease, strongly recommended it on the detail page of Netease's strict selection of a so-called \"new concept sake\".</p><p>Planting grass, playing with the community, telling brand stories... Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yanxuan treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but I must be over 56 before I can use them, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then I went to see what to buy. It turned out that all goods need to be over 99 before they can be shipped, so these two coupons plus postage can only have a discount of 29 in disguise. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, with the maximum deduction of 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay by using coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ\"> 锌刻度</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9","relate_stocks":{"09999":"网易-S","NTES":"网易"},"source_url":"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1122245122","content_text":"新中产看不上，Z世代不买账\n“一顿火锅，我喝了三瓶。”\n在网易严选一款所谓的“新概念清酒”的详情页上，网易CEO丁磊对其如此强烈推荐。\n内容种草、玩转社群、讲品牌故事……曾一度只瞄准“新中产”的网易严选，如今标榜的种种，呈现出的是奔赴未来的消费主力——Z世代。虽然在努力迎合，但现状却是处境依旧尴尬。\n当下， “新中产”，在消费升级的洪流之中对品牌已有了更高的要求，不愿再为其高仿莆田货和糟心的售后服务买单。\n高呼着“躺平”、不愿被传统意义上的“消费主义”裹挟的Z世代，则早已不屑于“新中产”之称，更容易被个性化的原创新消费品牌吸引，而非严选这类“贴牌之流”。\n于是，为了活下去的网易严选，一边通过各种平价产品、“拼多多”式红包套路用力下沉，一边又不惜拉出CEO丁磊来为自家的各类原创品牌背书，试图拽回那群渐行渐远的“新中产”，以及消费能力正不断升级的Z世代……\n而这，比想象中更难。\n莆田货们，撑不起新中产想要的“好生活”\n“生活在一、二线城市，有一定消费见解，讲究精神层面的提升和满足，注重生活品质，追求自我价值。”\n这是网易严选在创立之初对其目标用户的一个画像，简单概括，就是所谓的“新中产”。\n\n 这的确是个不小的“盘子”，据虎嗅网的数据，目前，中国新中产用户总体体量是3320万户，而吴晓波《2019年新中产白皮书》则显示，2029年预计中国新中产用户群体规模和消费规模将达到4.5亿。\n\n但是，目标定得好，并不代表网易严选就一定摸得着。\n打出“好的生活，没那么贵”的slogan，宣称商品来自无印良品或新秀丽的大牌厂商，的确让网易严选在创立不久后就获得了大量关注。毕竟，对于经济实力有限，却又希望保持一定“逼格”的新中产而言，这看上去是“性价比”极高的选择。\n这是彼时精品电商共同的路径——主打 \" 中国特色的 ODM\"，以 \" 代工生产的方式 \" 找到同样的制造商，将设计做简单的修改，再上架到自家渠道销售，价格甚至比正品大牌便宜一半。\n“网易严选刚出现时，我的确常在上面逛一逛，也很乐意为它主推的一些生活用品买单。比如无印良品同一厂商制作的毛巾和床单，或者双立人同材质的牛奶锅。”江玉汝今年27岁，在成都的一家互联网公司工作。大学刚毕业时，江玉汝一度是网易严选的忠实用户，因为对于初入社会，对生活品质有所要求，却又难以为名牌的高溢价买单的她而言，“网易严选的产品不算大牌，但东西不差。”\n“江玉汝”们曾让网易严选短暂被推上了风口。\n然而，网易严选忽视了一点——江玉汝们对其的信任大多仅仅停留在低售价且复购率较低的日用百货。\n这背后的原因是，在这20年之间，中国家庭人均可支配收入逐年递增，家庭结构不断缩小，人们的消费水平提高，也出现了“消费升级”的趋势，人们愿意花更多的钱接受商品溢价。\n于是，网易严选瞄准的“新中产”，一边以“高性价比”的理念对待必须被解决的柴米油盐，另一边却在服饰、化妆品、电子产品等产品上仍然保留着对“大牌”的期待，至少，不愿意为一眼就能被识破的产品买单。\n而打开网易严选，你却常能看见直接标明来自“莆田”的“椰子”鞋，售价在两百元左右，还有所谓的博主推荐，同样宣称其品牌制造商“长期与知名运动品牌保持良好合作关系”。\n莆田鞋，成为网易严选的“全球尖货”\n对此，江玉汝的态度是，“宁可多攒点钱买原版，实在不行买原创的小众品牌。”\n这并非简单的“面子主义”，而是因为，在新中产“江玉汝”们看来，这并不符合他们的生活观念和消费态度，“莆田背后的抄袭、山寨底色，显然不是我们想要的好生活。”\n29岁的Tommy身在上海，服饰多靠海淘，生活日用偶尔用用网易严选。“我们是在能省的地方省一省，不能省的地方绝对不省。”Tommy告诉锌刻度，和江玉汝一样，他觉得网易严选的家纺、袜子和内裤偶尔可以买一买，服饰、化妆品和母婴用品等还得买大牌或者更专业的品牌。\n除却饱受诟病的莆田货，其产品品控和售后也难以配得上新中产们对美好生活的想象。在一条“网易严选怎么样”的知乎页面下，消费者纷纷对严选的产品品质和售后服务吐槽，吐槽卖家秀和买家秀之间的巨大差距。这种最初在淘宝平台被玩烂的梗，在一个主打品质的平台上重现。\n于是，网易严选的大牌同款很难得到新中产们的青睐，而单纯只卖复购率较低的日用百货生意，网易严选又很难赚到钱。\n数据很直观地验证了这一点——从 2018 年开始，网易严选 200 亿 GMV 的目标远未达到，2018 年，电商业务（网易考拉和网易严选）实现 192.35 亿元，同比增长率 64.8%。\n2019 年 9 月，网易考拉卖身阿里，严选事业部总经理柳晓刚离职。网易严选也因 \" 占公司总收入比例甚少 \" 的原因，并入创新企业及其他业务。\n“贴个牌就想讲原创故事”，老套路忽悠不了年轻人\n网易严选并非没有意识到，自己很难达到无印良品之于日本的国民程度，而新中产们也已经很难持续为那套“大牌同款”的叙事体系买单。于是，网易严选开始将目光投向未来的新中产，即Z世代人群。\n从推出自由品牌“黑凤梨”系列，到上线成人情趣品牌“春风”，网易严选似乎希望通过讲原创品牌故事这一套，吸引那些不追求“品牌符号价值”而是青睐品牌故事和个性的Z世代。\n理想是好的，但网易严选在实现理想这条路上又“偷懒”了。\n“尽管严选一直在紧追年轻人的喜好，比如低度酒、小家电之类的产品，但看上去是原创，实际上还是玩的贴牌那一套，这显然不是Z世代们想要的国潮品牌或者小众品牌。”业内人士指出，如果稍微了解一下Z世代的喜好，就能发现，他们对小众和国潮品牌的追求往往在于品牌背后的故事，从原创的设计、到品牌成立和发展的故事等等，“比起贴牌货，他们更愿意陪伴一个真正原创的小品牌成长。”\n“00后”娇娇的想法验证了上述业内人士的观察，“明明还是贴个牌，而网易严选还要强调自己是原创，其实根本没什么品牌内涵和故事，说白了还是想赚差价。”\n娇娇举例，她曾在网易严选上看中一瓶所谓的“新概念清酒”桂花起泡清酒，标价88元，声称是网易严选自营品牌，还拉出了网易CEO丁磊背书做推荐，“一顿火锅，我喝了三瓶。”\n然而，当娇娇溯源查到这瓶酒的厂家“苏州桥”，再随手一查，发现原厂家的同一产品价格才不到50元，批发价能低至30元左右，“配料和体量什么都一样，就是瓶身上那个标不同而已。”丁磊推荐的清酒品牌溢价过高\n\n 这并非个例，网易严选在“6·18”期间的“热卖爆款”中，丁磊还推荐了一款198克的自营品牌午餐肉罐头，售价为19.9元。锌刻度搜索原生产厂家的同款产品却发现，340g的才售价15元。贴个网易严选的牌，量少了一半，价格却贵了近三分之一。\n\n“网易严选这品牌能值这么多溢价？”最后，娇娇扭头选择了一家女性酒原创品牌，哪怕售价比网易严选更贵。\n这显然有悖于网易严选此前对自己的新期待，即“不是电商，而是品牌”。事实上，这么多年过去，“网易严选”几个字，对于年轻用户心智的影响其实非常含混，很大程度上“既不是电商，也不是品牌”。\n而众多新消费品牌却正是在这个时期迅速崛起。他们以直面消费者的DTC营销模式，更专注细分品类的品牌打造以及粉丝经营，通过社群、内容、直播等形式，形成了更强的垂直品类种草，收割年轻人的好感度。\n像娇娇这样的年轻人，乐于为此买单，并且捧红了众多新品牌。2020年天猫双十一，像消毒机品类的59秒、筋膜枪品类的菠萝君、纸尿裤品类的碧芭宝贝，这些入驻天猫不足三年的新消费品牌，在双十一一天就跑出了357个品类第一。\n但回过头来，网易严选还在玩以前那一套，顶多换了噱头——把大牌同款换成了“CEO推荐”或者“网易员工精选好物”，而这些显然很难与用户产生紧密连接。\n也正因此，近年来网易严选主推过的“小时光白酒”、“蘑立快熟锅”等产品，事实上都并没有成为那一时期的爆款。\n正如新消费研究所此前写到，“网易严选们，虽然依靠大平台树下好乘凉，但依然被一群新人给群KO了，毕竟新的消费环境，已经不再需要那么多线上版的名创优品……更理性和多元化的消费诉求下，想让年轻人们为过度包装的品质概念买单，或许已经没那么容易了。”\n尽管网易严选App在6月9日新增“选巷”社区，主打“一起分享不同，发现更多生活选项”，引导用户在App分享自己的生活动态，试图重新加强与年轻人的连接，但也多少显得珊珊来迟了。\n搞低价和返现，想学拼多多却又“玩不起”？\n讲原创的故事行不太通，网易严选倒也没放弃，蹒跚着继续自救，比如学着拼多多的套路玩下沉。\n先是推出了新人首单全额返的活动，最初的形式为“返红包”，如今的形式是“返余额”，简而言之就是返给用户的金额还得在网易严选使用。\n这一活动的确曾为网易严选吸引了不少的新用户，然而留存率却并不一定高。毕竟，打开知乎、微博等社交平台，能看见不少对网易严选“玩不起”的吐槽。\n在“网易严选新人首单全额返是坑吗？”的提问下，其中一高赞回答如是说，“花78元买了一桶食用油后（平台）返了2张39的券，但是必须要满56才能使用并且部分商品不在使用范围内，想着56-39=17也挺合适的，那就去看看买点啥呗，结果发现所有商品需要满99才能包邮，那么加上邮费这两张券变相地只能有29的优惠了。当然，你想全额享受优惠也可以，凑够99就可以了，这样无形之中又会多消费。这个油好不好我不知道，反正当下就退了，反手去某宝买了一个耳熟能详的牌子。”\n这样的案例还有很多。许多消费者看中“返现”二字下了单，收到优惠券后却发现“想用可以，门槛多多”，而最后也优惠不了太多。而眼下的“返余额”活动，也是“新瓶装旧酒”，按照平台的规则，“返回账户的余额不支持体提现，下单时可以自动抵扣，最高只能抵扣订单金额的30%。”一边是刷屏的优惠券，一边是套路\n曾购买了网易严选pro年费会员的张茹更是觉得“严选的优惠套路太多”。张茹称，“本来觉得会员可以经常领券挺划算，结果发现使用优惠券常常无法付款。”\n这一点也在知乎等社交平台上得以验证，有用户表示，“刚领了满21减20的全场优惠券，兴冲冲凑了30块钱发现不能付款，但同样的东西不使用优惠券的话，直接秒入支付宝付款界面，典型玩不起。”\n而另一边，网易严选的“福利粉丝群”里则是每日刷屏的优惠券信息，不难看出严选想靠低价优惠策略，以及社群营销来争夺市场的心。但是，无论是低价策略还是社群营销，网易严选都来得太晚，做得也不够真诚。\n“毕竟低价就不符合严选此前对自己的定位和品牌调性，更何况拼多多已经把优惠券、返现这些玩法玩得深入人心。而做社群也并不是天天发点优惠券就能增加用户粘性的，严选显然来得太晚，又不够认真。”有业内人士指出，“网易严选现在更像是病急乱投医”。\n事实上，在更早之前，网易严选就曾推出9.9超值专区。在专区内，严选挑选了180款爆款产品重新定价，为消费者提供极致性价比。而这一举动当时引起网易老用户们的强烈反弹——严选一直以来都定位于中高端，在消费者眼中，9.9元特价商品似乎拉低了平台调性。\n而网易严选似乎并未长记性，并在背离定位这条路上越走越远。\n越折腾越难自救\n“今天大部分消费者仍然会追求性价比，但在性价比差不多的情况下，越来越多的人会选择符合自己理念的品牌，而且这些品牌需要在很长时间内坚持传达着他们的理念，让消费者认为他们这些理念是真实的，而不是为了盈利而产生的。”市场研究咨询公司英敏特的研究副总监马子淳曾在接受界面采访时指出这一点。\n然而，尽管网易严选还在“折腾”，但其踩下的脚印已经越来越乱。对于用户而言，不断变化的品牌理念，已经让它的形则变得越来越模糊。\n一方面，越往下沉，其与初始用户“新中产”们的距离则越远；另一方面，越强调其原创品牌，Z世代们就越不愿意为它的溢价买单。\n尤其是据媒体报道，在社会零售品总额下降的今年，消费观念越来越两极化，一边的消费者是斥巨资买大牌，为品牌附加值支付溢价，因此，奢侈品大牌今年的涨价程度依然愈发凶猛；另一边是彻底追求低价，淘宝、拼多多甚至是 1688 批发货受到众多关注。\n在这样的大背景之下，网易严选陷入困境已久——并非没有市场，而是已经没有属于“严选”的市场。在越来越丰富的消费市场上，愿意选择“高不成低不就”的严选的用户，越来越少。\n于是，泥潭之中的网易严选越折腾，越难自救。","news_type":1,"symbols_score_info":{"NTES":0.9,"09999":0.9}},"isVote":1,"tweetType":1,"viewCount":625,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":128756257,"gmtCreate":1624533536379,"gmtModify":1703839588024,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"htmlText":"Hi","listText":"Hi","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/128756257","repostId":"2145824046","repostType":4,"isVote":1,"tweetType":1,"viewCount":632,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":129081684,"gmtCreate":1624344202348,"gmtModify":1703834021273,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"htmlText":"Huh","listText":"Huh","text":"Huh","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/129081684","repostId":"2145505834","repostType":4,"repost":{"id":"2145505834","kind":"highlight","pubTimestamp":1624341361,"share":"https://ttm.financial/m/news/2145505834?lang=en_US&edition=fundamental","pubTime":"2021-06-22 13:56","market":"hk","language":"zh","title":"Online education suddenly brakes, intelligent hardware storms?","url":"https://stock-news.laohu8.com/highlight/detail?id=2145505834","media":"互联网江湖","summary":"在线教育入冬？","content":"<p>The summer vacation is approaching, and the three-child policy is fully open. Whether in the short or long term, it is time for the online education industry to gear up and be ready to go. However, the Dharma sword of supervision has fallen.</p><p>Since March 15 last year, the marketing scam of fraud and difficulty in dropping out of school was exposed, and the chaos of online education has been seen by the outside world. On January 18th, the website of the Central Commission for Discipline Inspection and the State Supervision Commission published two headlines and important news articles, pointing directly to the problems of wanton marketing and chaotic supervision of online education, which once again pushed the industry to the forefront.</p><p>Recently, Beijing's regulatory authorities imposed top fines on online educational institutions twice. On June 1st, the State Administration for Market Regulation imposed top fines of 36.5 million yuan on 15 off-campus training institutions, such as \"Xueersi\", \"Ape Counseling\" and \"Homework Help\".</p><p>The \"beating\" of supervision gradually becomes \"beating\", and the good days for online education to grow wildly seem to be coming to an end.</p><p><img src=\"https://static.tigerbbs.com/faeb6a05d97b4bc956d948a8782b2339\" tg-width=\"640\" tg-height=\"400\" referrerpolicy=\"no-referrer\"></p><p>However, objectively speaking, supervision is ultimately a periodic adjustment to the industry, just like repotting and pruning plants to make them grow better. There will always be a few seedlings that can't adapt to the new soil. However, it is obviously too arbitrary to say that online education can't see tomorrow. After all, online education has indeed made high-quality education realize equal rights and played the inclusive role of education, and the value of the industry can't be denied.</p><p><h2>1 An \"involvement game\" of online education</h2>How crazy has the marketing delivery of online education been in these two years? The ears of the innocent people must be clear.</p><p>\"Help help help, help with homework in online classes\", \"Take online classes, use ape tutoring, do exercises, use ape question bank\"......</p><p>From the earliest fast-moving consumer goods to used cars, and then to today's online education, brainwashing advertisements may have been just TV delivery in the past, but now they occupy all-round scenes in the network, stations and elevators, which can be described as overwhelming. Behind this kind of advertising is the epitome of the crazy marketing of an industry. The violent warming of the track has deepened the pain point of online education, that is, the cost of customer acquisition is constantly rising.</p><p>According to App Growing data, in Q4 2020, the number of online education mobile advertisements surged into the Top5 list of advertisements in the industry. According to statistics, from Q1 to Q3 of 2020, the total investment in marketing of Ape Tutoring, Homework Help and Xueersi Online School reached about 5.5 billion yuan, a year-on-year increase of over 200%. It can be seen that the players in the online education track can be described as \"a thousand miles a day\" in marketing, which naturally means that their energy is more and more scattered and the risk of losing control is increasing.</p><p>The marketing orientation of online education reflects to the content level, and more and more tutors become \"Tony teachers\", from teaching to selling classes. Chaos is full of chaos, and there is only a matter of time left for the arrival of supervision.</p><p>One of the reasons behind this involution game to reach today's situation is the maturity of capital.</p><p>According to Tianyancha data, among the top ten enterprises in the education industry in the first half of 2020, nine were online education enterprises. According to statistics, in 2020, the financing amount of China's online education industry exceeded the total financing of the previous ten years, exceeding 50 billion yuan.</p><p><img src=\"https://static.tigerbbs.com/2ca166e95980a81eea72f9f3701aaa4a\" tg-width=\"550\" tg-height=\"309\" referrerpolicy=\"no-referrer\"></p><p>As far as online education is concerned, the increase in customer acquisition costs in the past two years is not because traffic is getting more and more expensive. The heat of the track and the amount of capital are often driven in both directions. With the expansion of the market scale of the industry, capital has entered the game one after another, and the competition in the industry has intensified day by day.</p><p>Is such competition benign? In the early days of the industry, the competition was fierce, and it was understandable to expand the market. However, the ripening effect of capital was fierce, and the market volume rose rapidly. In the rest of the time, only endless industry involvement was left.</p><p>When Yi Zhou Hang shared his entrepreneurial experience, he once mentioned, \"Everyone is burning money for advertising before the products are done, which will force some players to follow up with advertising and fight marketing wars, and can't put resources in polishing products.\"</p><p>The arrival of supervision, to a certain extent, can make some players who have long wanted to slow down the pace of the marketing war rest assured to click the brakes.</p><p>Another reason for this involvement game is the nature of the Internet business model.</p><p>For example, once the second-hand car e-commerce was burning fiercely. The original intention of the industry was to solve the pain points of traditional second-hand car transactions through Internet empowerment. As a result, the cart was put before the horse. Except for the vigorous marketing war, the pain points that should be had hardly been improved, and they ended up in a chicken feather.</p><p>Similar models include early online car-hailing, which is also barbaric growth and a lot of money-burning marketing, but it is very different from the end of second-hand car e-commerce, and it also rushed out of super giants like Didi. The main reason is that in addition to the involvement of marketing, online car-hailing has truly solved many pain points of the traditional taxi industry. With the arrival of supervision, the industry has encountered not a cold winter, but an upward thrust.</p><p>This kind of Internet business model is essentially because Internet business strongly depends on the efficiency of information transmission, and improving efficiency and marketing orientation are often the most direct way to achieve results.</p><p>A traditional education market worker once said, \"If you don't fight, your opponent will keep hitting you. A group of people who engage in Internet traffic do education, and there are many 'ways to play'.\" As for the way to play, the word marketing can't be avoided.</p><p>Nowadays, the sudden emergence of online education supervision is not necessarily a good thing. At least the industry can calm down and concentrate on polishing the content, rather than fighting on the involved game of marketing growth, because one day the incremental market will become a stock market, and then it will still be the content.</p><p><h2>2 Online Education Tomorrow's Sun</h2>Regulation comes, not by accident. If content can bring solid precipitation, excessive marketing will bring more anxiety.</p><p>Education carries too many things. For the real estate industry, education has spawned the school district housing that is now daunting to most people; At present, some young people choose to \"lie flat\" for the imminent population problem in China. Under the open environment of the three-child policy, the bottleneck of population growth comes from the decline of young people's willingness to have children. Behind this decline, the mountain of education anxiety is indispensable.</p><p>Like young people's fertility anxiety, online education does need a \"de-anxiety\" action.</p><p>How to achieve such \"de-anxiety\"?</p><p>The market size of the education industry is self-evident, but the scope of education is not limited to online education alone. The imbalance of educational resources is long-term. At present, new technology is a better way to make up for it. It is a clearer direction to truly reconstruct the infrastructure of the education industry with new technology empowerment in the AI era.</p><p>Externally, according to the data of the Ministry of Industry and Information Technology, by the end of 2020, China had opened 18,000 5G base stations, and the three major operators had a total of 322 million 5G package users. The increasing popularity of 5G technology provides greater possibilities for reconstructing educational hardware, whether it is computing power-driven digitalization or AI-driven<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>They are important basic resources.</p><p>From the perspective of the industry, according to the financial report, Netease Youdao's net income of learning products in 2020 was 540 million yuan, a year-on-year increase of 255.1%. In particular, net income in the fourth quarter reached 237 million yuan, up 253.8% year-on-year. Among them, several times out of stock, Youdao Dictionary Pen, which won the sales volume of 618 and Double Eleven electronic dictionary categories, contributed a lot.</p><p>In this year's environment where the online education industry is generally cold, and in the 2021Q1 financial report newly released by Netease Youdao on May 18th, the net income of learning products was 202 million yuan, a year-on-year increase of 279.8%, a new high.</p><p><img src=\"https://static.tigerbbs.com/5b1159fb27eb948af14c80b5e8612045\" tg-width=\"662\" tg-height=\"449\" referrerpolicy=\"no-referrer\"></p><p>Online education is going down and educational hardware is going up. Netease Youdao is gradually becoming the head player in the educational hardware track. Recently, the news that the veteran player Reader Lang went to Hong Kong for IPO has also made people see the huge potential of the whole intelligent educational hardware in the new era.</p><p>For C-end users, educational products often separate users from decision-makers. The advantage of hardware is that it can meet parents' needs for learning products. Although educational products are used by students, they actually solve parents' problems, which is why products such as reading pens and learning machines are very popular.</p><p>Henry, a member of the Internet Jianghu team who once sneaked into the \"Chicken Baby\" group, made an observation and found that in fact, most parents of \"Chicken Baby\" hold the attitude of \"grasping both hands and being hard with both hands\" towards after-school tutoring and intelligent education hardware, but they don't care about different brands of hardware themselves. What they really pay attention to is whether its content is of high quality, whether it can really help children improve their learning efficiency and solve the pain points of parents' after-school tutoring. One parent even mentioned that he hoped that online education companies could launch related educational hardware.</p><p>It can be seen that parents have a natural sense of trust in the hardware made by online education companies, just like Didi doing freight, Gaode Map,<a href=\"https://laohu8.com/S/BIDU\">Baidu</a>The map enters the aggregation taxi track, and the logic of such traffic realization is smoother. For Netease Youdao, there is a hard hardware market, and the content ecology of enterprises also has natural advantages.</p><p>From the B-side of educational hardware, the new technologies of the times often contain huge potential.</p><p>In the past, the infrastructure of education was tools such as blackboards and chalks. With the advent of the Internet age, projection has almost spread across the whole school market. The future educational infrastructure may be intelligent educational products, but it is still a huge blue ocean to be developed.</p><p>The value chain of the education industry, in the short term, is content> tools> channels, and in the long term, it is hardware tools> channels> content.</p><p>From a cross-industry perspective, such a value chain also has a certain degree of care with Internet companies in other tracks. From<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>Launch the Kindle, to<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>Surface, and then domestic Internet manufacturers have added hardware, made smart speakers, learning products and so on. The reason why everyone is generally optimistic about the hardware tide is inseparable from the entrance attribute behind it.</p><p>just like<a href=\"https://laohu8.com/S/AAPL\">Apple</a>At the height of the day, Microsoft launched Surface, and the logic behind it is not difficult to understand, because when Apple was making hardware, IOS was posing a huge threat to Microsoft.</p><p>Returning to the education industry, \"both soft and hard tactics\" will be an answer for online education players in the future.</p><p>After all, from a strategic point of view, only when hardware, content and channels can achieve ecological development can a stable moat be formed. Especially when online education is cold, putting hardware on the agenda is a way out.</p>","source":"lsy1582774893293","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Online education suddenly brakes, intelligent hardware storms?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nOnline education suddenly brakes, intelligent hardware storms?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">互联网江湖</strong><span class=\"h-time small\">2021-06-22 13:56</span>\n</p>\n</h4>\n</header>\n<article>\n<p>The summer vacation is approaching, and the three-child policy is fully open. Whether in the short or long term, it is time for the online education industry to gear up and be ready to go. However, the Dharma sword of supervision has fallen.</p><p>Since March 15 last year, the marketing scam of fraud and difficulty in dropping out of school was exposed, and the chaos of online education has been seen by the outside world. On January 18th, the website of the Central Commission for Discipline Inspection and the State Supervision Commission published two headlines and important news articles, pointing directly to the problems of wanton marketing and chaotic supervision of online education, which once again pushed the industry to the forefront.</p><p>Recently, Beijing's regulatory authorities imposed top fines on online educational institutions twice. On June 1st, the State Administration for Market Regulation imposed top fines of 36.5 million yuan on 15 off-campus training institutions, such as \"Xueersi\", \"Ape Counseling\" and \"Homework Help\".</p><p>The \"beating\" of supervision gradually becomes \"beating\", and the good days for online education to grow wildly seem to be coming to an end.</p><p><img src=\"https://static.tigerbbs.com/faeb6a05d97b4bc956d948a8782b2339\" tg-width=\"640\" tg-height=\"400\" referrerpolicy=\"no-referrer\"></p><p>However, objectively speaking, supervision is ultimately a periodic adjustment to the industry, just like repotting and pruning plants to make them grow better. There will always be a few seedlings that can't adapt to the new soil. However, it is obviously too arbitrary to say that online education can't see tomorrow. After all, online education has indeed made high-quality education realize equal rights and played the inclusive role of education, and the value of the industry can't be denied.</p><p><h2>1 An \"involvement game\" of online education</h2>How crazy has the marketing delivery of online education been in these two years? The ears of the innocent people must be clear.</p><p>\"Help help help, help with homework in online classes\", \"Take online classes, use ape tutoring, do exercises, use ape question bank\"......</p><p>From the earliest fast-moving consumer goods to used cars, and then to today's online education, brainwashing advertisements may have been just TV delivery in the past, but now they occupy all-round scenes in the network, stations and elevators, which can be described as overwhelming. Behind this kind of advertising is the epitome of the crazy marketing of an industry. The violent warming of the track has deepened the pain point of online education, that is, the cost of customer acquisition is constantly rising.</p><p>According to App Growing data, in Q4 2020, the number of online education mobile advertisements surged into the Top5 list of advertisements in the industry. According to statistics, from Q1 to Q3 of 2020, the total investment in marketing of Ape Tutoring, Homework Help and Xueersi Online School reached about 5.5 billion yuan, a year-on-year increase of over 200%. It can be seen that the players in the online education track can be described as \"a thousand miles a day\" in marketing, which naturally means that their energy is more and more scattered and the risk of losing control is increasing.</p><p>The marketing orientation of online education reflects to the content level, and more and more tutors become \"Tony teachers\", from teaching to selling classes. Chaos is full of chaos, and there is only a matter of time left for the arrival of supervision.</p><p>One of the reasons behind this involution game to reach today's situation is the maturity of capital.</p><p>According to Tianyancha data, among the top ten enterprises in the education industry in the first half of 2020, nine were online education enterprises. According to statistics, in 2020, the financing amount of China's online education industry exceeded the total financing of the previous ten years, exceeding 50 billion yuan.</p><p><img src=\"https://static.tigerbbs.com/2ca166e95980a81eea72f9f3701aaa4a\" tg-width=\"550\" tg-height=\"309\" referrerpolicy=\"no-referrer\"></p><p>As far as online education is concerned, the increase in customer acquisition costs in the past two years is not because traffic is getting more and more expensive. The heat of the track and the amount of capital are often driven in both directions. With the expansion of the market scale of the industry, capital has entered the game one after another, and the competition in the industry has intensified day by day.</p><p>Is such competition benign? In the early days of the industry, the competition was fierce, and it was understandable to expand the market. However, the ripening effect of capital was fierce, and the market volume rose rapidly. In the rest of the time, only endless industry involvement was left.</p><p>When Yi Zhou Hang shared his entrepreneurial experience, he once mentioned, \"Everyone is burning money for advertising before the products are done, which will force some players to follow up with advertising and fight marketing wars, and can't put resources in polishing products.\"</p><p>The arrival of supervision, to a certain extent, can make some players who have long wanted to slow down the pace of the marketing war rest assured to click the brakes.</p><p>Another reason for this involvement game is the nature of the Internet business model.</p><p>For example, once the second-hand car e-commerce was burning fiercely. The original intention of the industry was to solve the pain points of traditional second-hand car transactions through Internet empowerment. As a result, the cart was put before the horse. Except for the vigorous marketing war, the pain points that should be had hardly been improved, and they ended up in a chicken feather.</p><p>Similar models include early online car-hailing, which is also barbaric growth and a lot of money-burning marketing, but it is very different from the end of second-hand car e-commerce, and it also rushed out of super giants like Didi. The main reason is that in addition to the involvement of marketing, online car-hailing has truly solved many pain points of the traditional taxi industry. With the arrival of supervision, the industry has encountered not a cold winter, but an upward thrust.</p><p>This kind of Internet business model is essentially because Internet business strongly depends on the efficiency of information transmission, and improving efficiency and marketing orientation are often the most direct way to achieve results.</p><p>A traditional education market worker once said, \"If you don't fight, your opponent will keep hitting you. A group of people who engage in Internet traffic do education, and there are many 'ways to play'.\" As for the way to play, the word marketing can't be avoided.</p><p>Nowadays, the sudden emergence of online education supervision is not necessarily a good thing. At least the industry can calm down and concentrate on polishing the content, rather than fighting on the involved game of marketing growth, because one day the incremental market will become a stock market, and then it will still be the content.</p><p><h2>2 Online Education Tomorrow's Sun</h2>Regulation comes, not by accident. If content can bring solid precipitation, excessive marketing will bring more anxiety.</p><p>Education carries too many things. For the real estate industry, education has spawned the school district housing that is now daunting to most people; At present, some young people choose to \"lie flat\" for the imminent population problem in China. Under the open environment of the three-child policy, the bottleneck of population growth comes from the decline of young people's willingness to have children. Behind this decline, the mountain of education anxiety is indispensable.</p><p>Like young people's fertility anxiety, online education does need a \"de-anxiety\" action.</p><p>How to achieve such \"de-anxiety\"?</p><p>The market size of the education industry is self-evident, but the scope of education is not limited to online education alone. The imbalance of educational resources is long-term. At present, new technology is a better way to make up for it. It is a clearer direction to truly reconstruct the infrastructure of the education industry with new technology empowerment in the AI era.</p><p>Externally, according to the data of the Ministry of Industry and Information Technology, by the end of 2020, China had opened 18,000 5G base stations, and the three major operators had a total of 322 million 5G package users. The increasing popularity of 5G technology provides greater possibilities for reconstructing educational hardware, whether it is computing power-driven digitalization or AI-driven<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>They are important basic resources.</p><p>From the perspective of the industry, according to the financial report, Netease Youdao's net income of learning products in 2020 was 540 million yuan, a year-on-year increase of 255.1%. In particular, net income in the fourth quarter reached 237 million yuan, up 253.8% year-on-year. Among them, several times out of stock, Youdao Dictionary Pen, which won the sales volume of 618 and Double Eleven electronic dictionary categories, contributed a lot.</p><p>In this year's environment where the online education industry is generally cold, and in the 2021Q1 financial report newly released by Netease Youdao on May 18th, the net income of learning products was 202 million yuan, a year-on-year increase of 279.8%, a new high.</p><p><img src=\"https://static.tigerbbs.com/5b1159fb27eb948af14c80b5e8612045\" tg-width=\"662\" tg-height=\"449\" referrerpolicy=\"no-referrer\"></p><p>Online education is going down and educational hardware is going up. Netease Youdao is gradually becoming the head player in the educational hardware track. Recently, the news that the veteran player Reader Lang went to Hong Kong for IPO has also made people see the huge potential of the whole intelligent educational hardware in the new era.</p><p>For C-end users, educational products often separate users from decision-makers. The advantage of hardware is that it can meet parents' needs for learning products. Although educational products are used by students, they actually solve parents' problems, which is why products such as reading pens and learning machines are very popular.</p><p>Henry, a member of the Internet Jianghu team who once sneaked into the \"Chicken Baby\" group, made an observation and found that in fact, most parents of \"Chicken Baby\" hold the attitude of \"grasping both hands and being hard with both hands\" towards after-school tutoring and intelligent education hardware, but they don't care about different brands of hardware themselves. What they really pay attention to is whether its content is of high quality, whether it can really help children improve their learning efficiency and solve the pain points of parents' after-school tutoring. One parent even mentioned that he hoped that online education companies could launch related educational hardware.</p><p>It can be seen that parents have a natural sense of trust in the hardware made by online education companies, just like Didi doing freight, Gaode Map,<a href=\"https://laohu8.com/S/BIDU\">Baidu</a>The map enters the aggregation taxi track, and the logic of such traffic realization is smoother. For Netease Youdao, there is a hard hardware market, and the content ecology of enterprises also has natural advantages.</p><p>From the B-side of educational hardware, the new technologies of the times often contain huge potential.</p><p>In the past, the infrastructure of education was tools such as blackboards and chalks. With the advent of the Internet age, projection has almost spread across the whole school market. The future educational infrastructure may be intelligent educational products, but it is still a huge blue ocean to be developed.</p><p>The value chain of the education industry, in the short term, is content> tools> channels, and in the long term, it is hardware tools> channels> content.</p><p>From a cross-industry perspective, such a value chain also has a certain degree of care with Internet companies in other tracks. From<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>Launch the Kindle, to<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>Surface, and then domestic Internet manufacturers have added hardware, made smart speakers, learning products and so on. The reason why everyone is generally optimistic about the hardware tide is inseparable from the entrance attribute behind it.</p><p>just like<a href=\"https://laohu8.com/S/AAPL\">Apple</a>At the height of the day, Microsoft launched Surface, and the logic behind it is not difficult to understand, because when Apple was making hardware, IOS was posing a huge threat to Microsoft.</p><p>Returning to the education industry, \"both soft and hard tactics\" will be an answer for online education players in the future.</p><p>After all, from a strategic point of view, only when hardware, content and channels can achieve ecological development can a stable moat be formed. Especially when online education is cold, putting hardware on the agenda is a way out.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://36kr.com/p/1279035191689736\">互联网江湖</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9730389e2c12f92286a75c147f1ce1db","relate_stocks":{"AMZN":"亚马逊"},"source_url":"https://36kr.com/p/1279035191689736","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2145505834","content_text":"暑假将至，三胎政策全面开放，无论从短期还是长期来看，如今都该是在线教育行业摩拳擦掌，蓄势待发的时刻，然而，监管的达摩剑已经落下了。\n从去年3.15嗨学网弄虚作假，退学费难的营销骗局被曝光，在线教育乱象就已被外界看到，1月18日，中央纪委国家监委网站连发两篇头条与要闻，直指在线教育肆意营销，监管混乱等问题，再一次将行业推上了风口浪尖。\n近期，北京市监管部门两次对在线教育机构作顶格罚款处罚，6月1日，国家市场监督管理总局对“学而思”、“猿辅导”、“作业帮”等15家校外培训机构顶格罚款共计3650万元，\n监管的“敲打”逐渐变成“捶打”，在线教育们野蛮生长的好日子，似乎是快到头了。\n\n不过客观看待，监管终归是对行业的周期性趋良调整，就像给植物换盆修剪，是为了使其更好地生长，总会有无法适应新土壤的几株小苗，但如果说在线教育已经看不到明天，显然是过于武断的，毕竟在线教育确实让优质教育实现了平权，发挥了教育的普惠作用，行业的价值不能被否定。\n1 在线教育的一场“内卷游戏”\n在线教育这两年的营销投放有多疯狂？无辜群众的耳朵肯定清楚。\n“帮帮帮，网课上作业帮”，“上网课，用猿辅导，做习题，用猿题库”......\n洗脑广告从最早的快消品到二手车，再到如今的在线教育，以往可能还只是电视投放，而如今在网络、车站、电梯间，全方位场景占领，完全可以用铺天盖地来形容。这样的广告投放背后，是一个行业营销趋于疯狂的缩影，赛道的剧烈升温，让在线教育痛点加深，即获客成本不断升高。\n据App Growing数据，2020年Q4，在线教育移动端广告数量汹涌挺进行业广告数榜单Top5。有数据显示，2020年Q1-Q3，猿辅导、作业帮、学而思网校三家在营销方面投放总额约达55亿元，同比增长超200%。足可见在线教育赛道的玩家们在营销上手笔可谓“一日千里”，这自然也意味着精力愈加分散，失控的风险越来越大。\n在线教育的营销导向反应到内容层面，越来越多的辅导老师变身“Tony老师”，从教课侧重到卖课。乱象丛生，监管的到来便仅剩下时间问题。\n这场内卷游戏能走到今天的局面，背后的原因之一，离不开资本催熟。\n据天眼查数据，教育行业2020上半年融资金额排名前十的企业中，9家为在线教育企业，据统计，2020年，中国在线教育行业融资额超过了之前十年的融资总和，突破500亿元。\n\n就在线教育而言，近两年的获客成本升高并不是因为流量越来越贵。赛道热度与资本数量往往是双向驱动的，随着行业市场规模扩大，资本们纷纷入局，行业竞争日益加剧。\n这样的竞争是否良性？行业早期竞争激烈，做大市场无可厚非，奈何资本的催熟效应剧烈，市场体量迅速起来，余下的时间里，只剩无尽的行业内卷。\n易到周航分享创业经历时曾经提到，“产品没做好之前大家都在烧钱打广告，这会迫使一些玩家不得不去跟进投放广告，打营销战，无法把资源放在打磨产品上。”\n而监管的到来，一定程度上，能够让一些早就想在营销战上放缓节奏的玩家们可以放心点一下刹车。\n这场内卷游戏的另一方面原因在于，互联网商业模式的特性使然。\n就比如曾经的二手车电商虚火猛烧，行业出现的本意是通过互联网赋能，解决传统二手车交易的痛点，结果则本末倒置，除了轰轰烈烈的营销大战，该有的痛点几乎没有得到改善，落得一地鸡毛。\n类似的模式还有早期网约车，同样是野蛮生长，同样是大量的烧钱营销，只不过与二手车电商的结局天壤之别，还冲出了滴滴这样的超级巨头。主要原因在于，在营销的内卷之余，网约车真正解决了传统出租车行业的诸多痛点，随着监管到来，行业遇到的并非寒冬，而是一把向上的推力。\n这样的互联网商业模式，本质上是因为，互联网商业强依赖于信息传递的效率，而提高效率，营销导向往往是效果最直接的方式。\n一位传统教育市场人员曾说：“你不对战，对手就会一直打你，互联网搞流量的一批人来做教育，‘玩法’很多。”至于玩法，绕不开营销二字。\n如今在线教育监管突至，未必不是一件好事，至少行业能够冷静下来，专心打磨内容，而不是在营销增长的内卷游戏上死磕，因为总有一天增量市场会变成存量市场，到时候拼的还是内容。\n2 在线教育明天的太阳\n监管降临，不是偶然。如果说内容能够带来扎实的沉淀，过度营销带来的，则是更多焦虑。\n教育承载了太多的东西，对房地产行业而言，教育催生了如今令大部分人望而生畏的学区房；对于目前中国迫在眉睫的人口问题，部分年轻人选择“躺平”，在三胎政策开放的环境下，人口增长的瓶颈来自于年轻人的生育意愿下降，这样的下降背后少不了教育焦虑这座大山。\n一如年轻人的生育焦虑，在线教育确实需要一场“去焦虑化”行动。\n如何实现这样的“去焦虑化”呢？\n教育行业的市场规模不言而喻，但教育的范畴并不单单局限于在线教育。教育资源不平衡具有长期性，目前来看，新技术是一个比较好的弥补方式，以AI时代的新技术赋能，真正去重构教育行业的基础设施，不失为一个当下更加明朗的方向。\n从外部来看，据工信部数据显示，2020年底，我国已累积开通5G基站1.8万个，三大运营商共有5G套餐用户数3.22亿。5G技术的日渐普及，为重构教育硬件提供了更大的可能性，无论是对算力驱动的数据化还是对AI驱动的智能化都是重要的基础资源。\n再从行业内部来看，据财报，网易有道2020年学习产品净收入为5.40亿元，同比增长255.1%。尤其是第四季度净收入达2.37亿元，同比增长253.8%。这其中几度断货，在618与双十一电子辞典品类销量双夺冠的有道词典笔功不可没。\n而在今年在线教育行业普遍遇冷的大环境下，而在网易有道5月18日新出炉的2021Q1财报中，学习产品净收入2.02亿元，同比增长达到了279.8%，再创新高。\n\n在线教育向下，教育硬件向上，网易有道正在逐渐成为教育硬件赛道的头部玩家，而近期传来的老牌玩家读书郎赴港IPO消息，同样让人们看到了整个智能教育硬件在新时代的巨大潜力。\n对于C端用户而言，教育产品往往是使用者与决策者分离。硬件的优势在于，能够满足家长对学习产品的需求，教育产品虽然是学生用，但解决的实际上是家长的难题，这也是为什么点读笔、学习机等产品很火。\n曾潜入“鸡娃”群的互联网江湖团队成员Henry作过一篇观察，发现其实大部分“鸡娃”家长对课后辅导及智能教育硬件是持着“两手都要抓，两手都要硬”的态度，但对于不同品牌硬件本身并不在乎，真正注重的是其内容是否优质，能否真正帮助孩子提升学习效率，解决家长课余辅导痛点。更有一位家长提到希望在线教育公司可以推出相关教育硬件。\n由此可见，家长对于在线教育公司造硬件是有着一种天然信任感的，就像滴滴做货运，高德地图、百度地图等进军聚合打车赛道，这样的流量变现逻辑更加顺畅。对于网易有道们而言，发力硬件市场是有的，企业的内容生态也存在天然优势。\n从教育硬件的B端来看，时代新技术往往蕴藏着巨大潜力。\n在过去，教育的基础设施是黑板、粉笔之类的工具，随着互联网时代到来，投影几乎普及整个学校市场。未来的教育基础设施，则可能是智能化的教育产品，但这仍然是一片待开发的巨大蓝海。\n教育行业的价值链条，从短期来看，是内容>工具>渠道，从长期来看，则是硬件工具>渠道>内容。\n跨行业地来看，这样的价值链条与其他赛道的互联网企业也有着一定程度的照应。从亚马逊推出Kindle，到微软的Surface，再到国内的互联网大厂们纷纷加码硬件，做智能音箱、学习产品等等。大家普遍看好硬件潮的原因离不开其背后的入口属性。\n就像苹果正如日中天时，微软推出了Surface，背后的逻辑自是不难理解，因为苹果在做硬件的时候，IOS正在给微软造成巨大威胁。\n回归到教育行业，“软硬兼施”将会是未来一段时间内在线教育玩家们的一个答案。\n毕竟从战略层面来看，硬件、内容、渠道能够达成生态化发展，才能形成稳固的护城河，尤其是在线教育遇冷的当下，把硬件提上日程，不失为一条出路。","news_type":1,"symbols_score_info":{"AMZN":0.9}},"isVote":1,"tweetType":1,"viewCount":798,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":167060748,"gmtCreate":1624239676284,"gmtModify":1703831232231,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3584434979527981","authorIdStr":"3584434979527981"},"themes":[],"htmlText":"Hmm","listText":"Hmm","text":"Hmm","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/167060748","repostId":"1123620007","repostType":4,"repost":{"id":"1123620007","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1624238540,"share":"https://ttm.financial/m/news/1123620007?lang=en_US&edition=fundamental","pubTime":"2021-06-21 09:22","market":"hk","language":"zh","title":"Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down","url":"https://stock-news.laohu8.com/highlight/detail?id=1123620007","media":"老虎资讯综合","summary":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股","content":"<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; 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{font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nOpening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/102\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time smaller\">2021-06-21 09:22</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5b3b5e72649367d0aafd9bcbbca9bcd1","relate_stocks":{"513600":"恒生指数ETF南方","TTTN":"老虎中美互联网巨头ETF","03086":"华夏纳指","QNETCN":"纳斯达克中美互联网老虎指数","HSI":"恒生指数","02833":"恒指ETF"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1123620007","content_text":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股多数上涨，此前连续大跌的中国燃气止跌；光伏股、汽车股、铜、等板块大跌，体育用品股涨跌不一，特步跌3%，李宁、361度小幅高开；大型科技股普跌，网易跌超3%，美团、快手、小米皆跌超1%。\n鞍钢股份涨8%，预计上半年净利同比增860%。","news_type":1,"symbols_score_info":{"513600":0.9,"MHImain":0.9,"03086":0.9,"HSI":0.9,"HHImain":0.9,"QNETCN":0.9,"TTTN":0.9,"02833":0.9,"HSImain":0.9,"MCHmain":0.9}},"isVote":1,"tweetType":1,"viewCount":541,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"hots":[{"id":128756257,"gmtCreate":1624533536379,"gmtModify":1703839588024,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"htmlText":"Hi","listText":"Hi","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/128756257","repostId":"2145824046","repostType":4,"isVote":1,"tweetType":1,"viewCount":632,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":129081684,"gmtCreate":1624344202348,"gmtModify":1703834021273,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"htmlText":"Huh","listText":"Huh","text":"Huh","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/129081684","repostId":"2145505834","repostType":4,"repost":{"id":"2145505834","kind":"highlight","pubTimestamp":1624341361,"share":"https://ttm.financial/m/news/2145505834?lang=en_US&edition=fundamental","pubTime":"2021-06-22 13:56","market":"hk","language":"zh","title":"Online education suddenly brakes, intelligent hardware storms?","url":"https://stock-news.laohu8.com/highlight/detail?id=2145505834","media":"互联网江湖","summary":"在线教育入冬？","content":"<p>The summer vacation is approaching, and the three-child policy is fully open. Whether in the short or long term, it is time for the online education industry to gear up and be ready to go. However, the Dharma sword of supervision has fallen.</p><p>Since March 15 last year, the marketing scam of fraud and difficulty in dropping out of school was exposed, and the chaos of online education has been seen by the outside world. On January 18th, the website of the Central Commission for Discipline Inspection and the State Supervision Commission published two headlines and important news articles, pointing directly to the problems of wanton marketing and chaotic supervision of online education, which once again pushed the industry to the forefront.</p><p>Recently, Beijing's regulatory authorities imposed top fines on online educational institutions twice. On June 1st, the State Administration for Market Regulation imposed top fines of 36.5 million yuan on 15 off-campus training institutions, such as \"Xueersi\", \"Ape Counseling\" and \"Homework Help\".</p><p>The \"beating\" of supervision gradually becomes \"beating\", and the good days for online education to grow wildly seem to be coming to an end.</p><p><img src=\"https://static.tigerbbs.com/faeb6a05d97b4bc956d948a8782b2339\" tg-width=\"640\" tg-height=\"400\" referrerpolicy=\"no-referrer\"></p><p>However, objectively speaking, supervision is ultimately a periodic adjustment to the industry, just like repotting and pruning plants to make them grow better. There will always be a few seedlings that can't adapt to the new soil. However, it is obviously too arbitrary to say that online education can't see tomorrow. After all, online education has indeed made high-quality education realize equal rights and played the inclusive role of education, and the value of the industry can't be denied.</p><p><h2>1 An \"involvement game\" of online education</h2>How crazy has the marketing delivery of online education been in these two years? The ears of the innocent people must be clear.</p><p>\"Help help help, help with homework in online classes\", \"Take online classes, use ape tutoring, do exercises, use ape question bank\"......</p><p>From the earliest fast-moving consumer goods to used cars, and then to today's online education, brainwashing advertisements may have been just TV delivery in the past, but now they occupy all-round scenes in the network, stations and elevators, which can be described as overwhelming. Behind this kind of advertising is the epitome of the crazy marketing of an industry. The violent warming of the track has deepened the pain point of online education, that is, the cost of customer acquisition is constantly rising.</p><p>According to App Growing data, in Q4 2020, the number of online education mobile advertisements surged into the Top5 list of advertisements in the industry. According to statistics, from Q1 to Q3 of 2020, the total investment in marketing of Ape Tutoring, Homework Help and Xueersi Online School reached about 5.5 billion yuan, a year-on-year increase of over 200%. It can be seen that the players in the online education track can be described as \"a thousand miles a day\" in marketing, which naturally means that their energy is more and more scattered and the risk of losing control is increasing.</p><p>The marketing orientation of online education reflects to the content level, and more and more tutors become \"Tony teachers\", from teaching to selling classes. Chaos is full of chaos, and there is only a matter of time left for the arrival of supervision.</p><p>One of the reasons behind this involution game to reach today's situation is the maturity of capital.</p><p>According to Tianyancha data, among the top ten enterprises in the education industry in the first half of 2020, nine were online education enterprises. According to statistics, in 2020, the financing amount of China's online education industry exceeded the total financing of the previous ten years, exceeding 50 billion yuan.</p><p><img src=\"https://static.tigerbbs.com/2ca166e95980a81eea72f9f3701aaa4a\" tg-width=\"550\" tg-height=\"309\" referrerpolicy=\"no-referrer\"></p><p>As far as online education is concerned, the increase in customer acquisition costs in the past two years is not because traffic is getting more and more expensive. The heat of the track and the amount of capital are often driven in both directions. With the expansion of the market scale of the industry, capital has entered the game one after another, and the competition in the industry has intensified day by day.</p><p>Is such competition benign? In the early days of the industry, the competition was fierce, and it was understandable to expand the market. However, the ripening effect of capital was fierce, and the market volume rose rapidly. In the rest of the time, only endless industry involvement was left.</p><p>When Yi Zhou Hang shared his entrepreneurial experience, he once mentioned, \"Everyone is burning money for advertising before the products are done, which will force some players to follow up with advertising and fight marketing wars, and can't put resources in polishing products.\"</p><p>The arrival of supervision, to a certain extent, can make some players who have long wanted to slow down the pace of the marketing war rest assured to click the brakes.</p><p>Another reason for this involvement game is the nature of the Internet business model.</p><p>For example, once the second-hand car e-commerce was burning fiercely. The original intention of the industry was to solve the pain points of traditional second-hand car transactions through Internet empowerment. As a result, the cart was put before the horse. Except for the vigorous marketing war, the pain points that should be had hardly been improved, and they ended up in a chicken feather.</p><p>Similar models include early online car-hailing, which is also barbaric growth and a lot of money-burning marketing, but it is very different from the end of second-hand car e-commerce, and it also rushed out of super giants like Didi. The main reason is that in addition to the involvement of marketing, online car-hailing has truly solved many pain points of the traditional taxi industry. With the arrival of supervision, the industry has encountered not a cold winter, but an upward thrust.</p><p>This kind of Internet business model is essentially because Internet business strongly depends on the efficiency of information transmission, and improving efficiency and marketing orientation are often the most direct way to achieve results.</p><p>A traditional education market worker once said, \"If you don't fight, your opponent will keep hitting you. A group of people who engage in Internet traffic do education, and there are many 'ways to play'.\" As for the way to play, the word marketing can't be avoided.</p><p>Nowadays, the sudden emergence of online education supervision is not necessarily a good thing. At least the industry can calm down and concentrate on polishing the content, rather than fighting on the involved game of marketing growth, because one day the incremental market will become a stock market, and then it will still be the content.</p><p><h2>2 Online Education Tomorrow's Sun</h2>Regulation comes, not by accident. If content can bring solid precipitation, excessive marketing will bring more anxiety.</p><p>Education carries too many things. For the real estate industry, education has spawned the school district housing that is now daunting to most people; At present, some young people choose to \"lie flat\" for the imminent population problem in China. Under the open environment of the three-child policy, the bottleneck of population growth comes from the decline of young people's willingness to have children. Behind this decline, the mountain of education anxiety is indispensable.</p><p>Like young people's fertility anxiety, online education does need a \"de-anxiety\" action.</p><p>How to achieve such \"de-anxiety\"?</p><p>The market size of the education industry is self-evident, but the scope of education is not limited to online education alone. The imbalance of educational resources is long-term. At present, new technology is a better way to make up for it. It is a clearer direction to truly reconstruct the infrastructure of the education industry with new technology empowerment in the AI era.</p><p>Externally, according to the data of the Ministry of Industry and Information Technology, by the end of 2020, China had opened 18,000 5G base stations, and the three major operators had a total of 322 million 5G package users. The increasing popularity of 5G technology provides greater possibilities for reconstructing educational hardware, whether it is computing power-driven digitalization or AI-driven<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>They are important basic resources.</p><p>From the perspective of the industry, according to the financial report, Netease Youdao's net income of learning products in 2020 was 540 million yuan, a year-on-year increase of 255.1%. In particular, net income in the fourth quarter reached 237 million yuan, up 253.8% year-on-year. Among them, several times out of stock, Youdao Dictionary Pen, which won the sales volume of 618 and Double Eleven electronic dictionary categories, contributed a lot.</p><p>In this year's environment where the online education industry is generally cold, and in the 2021Q1 financial report newly released by Netease Youdao on May 18th, the net income of learning products was 202 million yuan, a year-on-year increase of 279.8%, a new high.</p><p><img src=\"https://static.tigerbbs.com/5b1159fb27eb948af14c80b5e8612045\" tg-width=\"662\" tg-height=\"449\" referrerpolicy=\"no-referrer\"></p><p>Online education is going down and educational hardware is going up. Netease Youdao is gradually becoming the head player in the educational hardware track. Recently, the news that the veteran player Reader Lang went to Hong Kong for IPO has also made people see the huge potential of the whole intelligent educational hardware in the new era.</p><p>For C-end users, educational products often separate users from decision-makers. The advantage of hardware is that it can meet parents' needs for learning products. Although educational products are used by students, they actually solve parents' problems, which is why products such as reading pens and learning machines are very popular.</p><p>Henry, a member of the Internet Jianghu team who once sneaked into the \"Chicken Baby\" group, made an observation and found that in fact, most parents of \"Chicken Baby\" hold the attitude of \"grasping both hands and being hard with both hands\" towards after-school tutoring and intelligent education hardware, but they don't care about different brands of hardware themselves. What they really pay attention to is whether its content is of high quality, whether it can really help children improve their learning efficiency and solve the pain points of parents' after-school tutoring. One parent even mentioned that he hoped that online education companies could launch related educational hardware.</p><p>It can be seen that parents have a natural sense of trust in the hardware made by online education companies, just like Didi doing freight, Gaode Map,<a href=\"https://laohu8.com/S/BIDU\">Baidu</a>The map enters the aggregation taxi track, and the logic of such traffic realization is smoother. For Netease Youdao, there is a hard hardware market, and the content ecology of enterprises also has natural advantages.</p><p>From the B-side of educational hardware, the new technologies of the times often contain huge potential.</p><p>In the past, the infrastructure of education was tools such as blackboards and chalks. With the advent of the Internet age, projection has almost spread across the whole school market. The future educational infrastructure may be intelligent educational products, but it is still a huge blue ocean to be developed.</p><p>The value chain of the education industry, in the short term, is content> tools> channels, and in the long term, it is hardware tools> channels> content.</p><p>From a cross-industry perspective, such a value chain also has a certain degree of care with Internet companies in other tracks. From<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>Launch the Kindle, to<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>Surface, and then domestic Internet manufacturers have added hardware, made smart speakers, learning products and so on. The reason why everyone is generally optimistic about the hardware tide is inseparable from the entrance attribute behind it.</p><p>just like<a href=\"https://laohu8.com/S/AAPL\">Apple</a>At the height of the day, Microsoft launched Surface, and the logic behind it is not difficult to understand, because when Apple was making hardware, IOS was posing a huge threat to Microsoft.</p><p>Returning to the education industry, \"both soft and hard tactics\" will be an answer for online education players in the future.</p><p>After all, from a strategic point of view, only when hardware, content and channels can achieve ecological development can a stable moat be formed. Especially when online education is cold, putting hardware on the agenda is a way out.</p>","source":"lsy1582774893293","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Online education suddenly brakes, intelligent hardware storms?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nOnline education suddenly brakes, intelligent hardware storms?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">互联网江湖</strong><span class=\"h-time small\">2021-06-22 13:56</span>\n</p>\n</h4>\n</header>\n<article>\n<p>The summer vacation is approaching, and the three-child policy is fully open. Whether in the short or long term, it is time for the online education industry to gear up and be ready to go. However, the Dharma sword of supervision has fallen.</p><p>Since March 15 last year, the marketing scam of fraud and difficulty in dropping out of school was exposed, and the chaos of online education has been seen by the outside world. On January 18th, the website of the Central Commission for Discipline Inspection and the State Supervision Commission published two headlines and important news articles, pointing directly to the problems of wanton marketing and chaotic supervision of online education, which once again pushed the industry to the forefront.</p><p>Recently, Beijing's regulatory authorities imposed top fines on online educational institutions twice. On June 1st, the State Administration for Market Regulation imposed top fines of 36.5 million yuan on 15 off-campus training institutions, such as \"Xueersi\", \"Ape Counseling\" and \"Homework Help\".</p><p>The \"beating\" of supervision gradually becomes \"beating\", and the good days for online education to grow wildly seem to be coming to an end.</p><p><img src=\"https://static.tigerbbs.com/faeb6a05d97b4bc956d948a8782b2339\" tg-width=\"640\" tg-height=\"400\" referrerpolicy=\"no-referrer\"></p><p>However, objectively speaking, supervision is ultimately a periodic adjustment to the industry, just like repotting and pruning plants to make them grow better. There will always be a few seedlings that can't adapt to the new soil. However, it is obviously too arbitrary to say that online education can't see tomorrow. After all, online education has indeed made high-quality education realize equal rights and played the inclusive role of education, and the value of the industry can't be denied.</p><p><h2>1 An \"involvement game\" of online education</h2>How crazy has the marketing delivery of online education been in these two years? The ears of the innocent people must be clear.</p><p>\"Help help help, help with homework in online classes\", \"Take online classes, use ape tutoring, do exercises, use ape question bank\"......</p><p>From the earliest fast-moving consumer goods to used cars, and then to today's online education, brainwashing advertisements may have been just TV delivery in the past, but now they occupy all-round scenes in the network, stations and elevators, which can be described as overwhelming. Behind this kind of advertising is the epitome of the crazy marketing of an industry. The violent warming of the track has deepened the pain point of online education, that is, the cost of customer acquisition is constantly rising.</p><p>According to App Growing data, in Q4 2020, the number of online education mobile advertisements surged into the Top5 list of advertisements in the industry. According to statistics, from Q1 to Q3 of 2020, the total investment in marketing of Ape Tutoring, Homework Help and Xueersi Online School reached about 5.5 billion yuan, a year-on-year increase of over 200%. It can be seen that the players in the online education track can be described as \"a thousand miles a day\" in marketing, which naturally means that their energy is more and more scattered and the risk of losing control is increasing.</p><p>The marketing orientation of online education reflects to the content level, and more and more tutors become \"Tony teachers\", from teaching to selling classes. Chaos is full of chaos, and there is only a matter of time left for the arrival of supervision.</p><p>One of the reasons behind this involution game to reach today's situation is the maturity of capital.</p><p>According to Tianyancha data, among the top ten enterprises in the education industry in the first half of 2020, nine were online education enterprises. According to statistics, in 2020, the financing amount of China's online education industry exceeded the total financing of the previous ten years, exceeding 50 billion yuan.</p><p><img src=\"https://static.tigerbbs.com/2ca166e95980a81eea72f9f3701aaa4a\" tg-width=\"550\" tg-height=\"309\" referrerpolicy=\"no-referrer\"></p><p>As far as online education is concerned, the increase in customer acquisition costs in the past two years is not because traffic is getting more and more expensive. The heat of the track and the amount of capital are often driven in both directions. With the expansion of the market scale of the industry, capital has entered the game one after another, and the competition in the industry has intensified day by day.</p><p>Is such competition benign? In the early days of the industry, the competition was fierce, and it was understandable to expand the market. However, the ripening effect of capital was fierce, and the market volume rose rapidly. In the rest of the time, only endless industry involvement was left.</p><p>When Yi Zhou Hang shared his entrepreneurial experience, he once mentioned, \"Everyone is burning money for advertising before the products are done, which will force some players to follow up with advertising and fight marketing wars, and can't put resources in polishing products.\"</p><p>The arrival of supervision, to a certain extent, can make some players who have long wanted to slow down the pace of the marketing war rest assured to click the brakes.</p><p>Another reason for this involvement game is the nature of the Internet business model.</p><p>For example, once the second-hand car e-commerce was burning fiercely. The original intention of the industry was to solve the pain points of traditional second-hand car transactions through Internet empowerment. As a result, the cart was put before the horse. Except for the vigorous marketing war, the pain points that should be had hardly been improved, and they ended up in a chicken feather.</p><p>Similar models include early online car-hailing, which is also barbaric growth and a lot of money-burning marketing, but it is very different from the end of second-hand car e-commerce, and it also rushed out of super giants like Didi. The main reason is that in addition to the involvement of marketing, online car-hailing has truly solved many pain points of the traditional taxi industry. With the arrival of supervision, the industry has encountered not a cold winter, but an upward thrust.</p><p>This kind of Internet business model is essentially because Internet business strongly depends on the efficiency of information transmission, and improving efficiency and marketing orientation are often the most direct way to achieve results.</p><p>A traditional education market worker once said, \"If you don't fight, your opponent will keep hitting you. A group of people who engage in Internet traffic do education, and there are many 'ways to play'.\" As for the way to play, the word marketing can't be avoided.</p><p>Nowadays, the sudden emergence of online education supervision is not necessarily a good thing. At least the industry can calm down and concentrate on polishing the content, rather than fighting on the involved game of marketing growth, because one day the incremental market will become a stock market, and then it will still be the content.</p><p><h2>2 Online Education Tomorrow's Sun</h2>Regulation comes, not by accident. If content can bring solid precipitation, excessive marketing will bring more anxiety.</p><p>Education carries too many things. For the real estate industry, education has spawned the school district housing that is now daunting to most people; At present, some young people choose to \"lie flat\" for the imminent population problem in China. Under the open environment of the three-child policy, the bottleneck of population growth comes from the decline of young people's willingness to have children. Behind this decline, the mountain of education anxiety is indispensable.</p><p>Like young people's fertility anxiety, online education does need a \"de-anxiety\" action.</p><p>How to achieve such \"de-anxiety\"?</p><p>The market size of the education industry is self-evident, but the scope of education is not limited to online education alone. The imbalance of educational resources is long-term. At present, new technology is a better way to make up for it. It is a clearer direction to truly reconstruct the infrastructure of the education industry with new technology empowerment in the AI era.</p><p>Externally, according to the data of the Ministry of Industry and Information Technology, by the end of 2020, China had opened 18,000 5G base stations, and the three major operators had a total of 322 million 5G package users. The increasing popularity of 5G technology provides greater possibilities for reconstructing educational hardware, whether it is computing power-driven digitalization or AI-driven<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>They are important basic resources.</p><p>From the perspective of the industry, according to the financial report, Netease Youdao's net income of learning products in 2020 was 540 million yuan, a year-on-year increase of 255.1%. In particular, net income in the fourth quarter reached 237 million yuan, up 253.8% year-on-year. Among them, several times out of stock, Youdao Dictionary Pen, which won the sales volume of 618 and Double Eleven electronic dictionary categories, contributed a lot.</p><p>In this year's environment where the online education industry is generally cold, and in the 2021Q1 financial report newly released by Netease Youdao on May 18th, the net income of learning products was 202 million yuan, a year-on-year increase of 279.8%, a new high.</p><p><img src=\"https://static.tigerbbs.com/5b1159fb27eb948af14c80b5e8612045\" tg-width=\"662\" tg-height=\"449\" referrerpolicy=\"no-referrer\"></p><p>Online education is going down and educational hardware is going up. Netease Youdao is gradually becoming the head player in the educational hardware track. Recently, the news that the veteran player Reader Lang went to Hong Kong for IPO has also made people see the huge potential of the whole intelligent educational hardware in the new era.</p><p>For C-end users, educational products often separate users from decision-makers. The advantage of hardware is that it can meet parents' needs for learning products. Although educational products are used by students, they actually solve parents' problems, which is why products such as reading pens and learning machines are very popular.</p><p>Henry, a member of the Internet Jianghu team who once sneaked into the \"Chicken Baby\" group, made an observation and found that in fact, most parents of \"Chicken Baby\" hold the attitude of \"grasping both hands and being hard with both hands\" towards after-school tutoring and intelligent education hardware, but they don't care about different brands of hardware themselves. What they really pay attention to is whether its content is of high quality, whether it can really help children improve their learning efficiency and solve the pain points of parents' after-school tutoring. One parent even mentioned that he hoped that online education companies could launch related educational hardware.</p><p>It can be seen that parents have a natural sense of trust in the hardware made by online education companies, just like Didi doing freight, Gaode Map,<a href=\"https://laohu8.com/S/BIDU\">Baidu</a>The map enters the aggregation taxi track, and the logic of such traffic realization is smoother. For Netease Youdao, there is a hard hardware market, and the content ecology of enterprises also has natural advantages.</p><p>From the B-side of educational hardware, the new technologies of the times often contain huge potential.</p><p>In the past, the infrastructure of education was tools such as blackboards and chalks. With the advent of the Internet age, projection has almost spread across the whole school market. The future educational infrastructure may be intelligent educational products, but it is still a huge blue ocean to be developed.</p><p>The value chain of the education industry, in the short term, is content> tools> channels, and in the long term, it is hardware tools> channels> content.</p><p>From a cross-industry perspective, such a value chain also has a certain degree of care with Internet companies in other tracks. From<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>Launch the Kindle, to<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>Surface, and then domestic Internet manufacturers have added hardware, made smart speakers, learning products and so on. The reason why everyone is generally optimistic about the hardware tide is inseparable from the entrance attribute behind it.</p><p>just like<a href=\"https://laohu8.com/S/AAPL\">Apple</a>At the height of the day, Microsoft launched Surface, and the logic behind it is not difficult to understand, because when Apple was making hardware, IOS was posing a huge threat to Microsoft.</p><p>Returning to the education industry, \"both soft and hard tactics\" will be an answer for online education players in the future.</p><p>After all, from a strategic point of view, only when hardware, content and channels can achieve ecological development can a stable moat be formed. Especially when online education is cold, putting hardware on the agenda is a way out.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://36kr.com/p/1279035191689736\">互联网江湖</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/9730389e2c12f92286a75c147f1ce1db","relate_stocks":{"AMZN":"亚马逊"},"source_url":"https://36kr.com/p/1279035191689736","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2145505834","content_text":"暑假将至，三胎政策全面开放，无论从短期还是长期来看，如今都该是在线教育行业摩拳擦掌，蓄势待发的时刻，然而，监管的达摩剑已经落下了。\n从去年3.15嗨学网弄虚作假，退学费难的营销骗局被曝光，在线教育乱象就已被外界看到，1月18日，中央纪委国家监委网站连发两篇头条与要闻，直指在线教育肆意营销，监管混乱等问题，再一次将行业推上了风口浪尖。\n近期，北京市监管部门两次对在线教育机构作顶格罚款处罚，6月1日，国家市场监督管理总局对“学而思”、“猿辅导”、“作业帮”等15家校外培训机构顶格罚款共计3650万元，\n监管的“敲打”逐渐变成“捶打”，在线教育们野蛮生长的好日子，似乎是快到头了。\n\n不过客观看待，监管终归是对行业的周期性趋良调整，就像给植物换盆修剪，是为了使其更好地生长，总会有无法适应新土壤的几株小苗，但如果说在线教育已经看不到明天，显然是过于武断的，毕竟在线教育确实让优质教育实现了平权，发挥了教育的普惠作用，行业的价值不能被否定。\n1 在线教育的一场“内卷游戏”\n在线教育这两年的营销投放有多疯狂？无辜群众的耳朵肯定清楚。\n“帮帮帮，网课上作业帮”，“上网课，用猿辅导，做习题，用猿题库”......\n洗脑广告从最早的快消品到二手车，再到如今的在线教育，以往可能还只是电视投放，而如今在网络、车站、电梯间，全方位场景占领，完全可以用铺天盖地来形容。这样的广告投放背后，是一个行业营销趋于疯狂的缩影，赛道的剧烈升温，让在线教育痛点加深，即获客成本不断升高。\n据App Growing数据，2020年Q4，在线教育移动端广告数量汹涌挺进行业广告数榜单Top5。有数据显示，2020年Q1-Q3，猿辅导、作业帮、学而思网校三家在营销方面投放总额约达55亿元，同比增长超200%。足可见在线教育赛道的玩家们在营销上手笔可谓“一日千里”，这自然也意味着精力愈加分散，失控的风险越来越大。\n在线教育的营销导向反应到内容层面，越来越多的辅导老师变身“Tony老师”，从教课侧重到卖课。乱象丛生，监管的到来便仅剩下时间问题。\n这场内卷游戏能走到今天的局面，背后的原因之一，离不开资本催熟。\n据天眼查数据，教育行业2020上半年融资金额排名前十的企业中，9家为在线教育企业，据统计，2020年，中国在线教育行业融资额超过了之前十年的融资总和，突破500亿元。\n\n就在线教育而言，近两年的获客成本升高并不是因为流量越来越贵。赛道热度与资本数量往往是双向驱动的，随着行业市场规模扩大，资本们纷纷入局，行业竞争日益加剧。\n这样的竞争是否良性？行业早期竞争激烈，做大市场无可厚非，奈何资本的催熟效应剧烈，市场体量迅速起来，余下的时间里，只剩无尽的行业内卷。\n易到周航分享创业经历时曾经提到，“产品没做好之前大家都在烧钱打广告，这会迫使一些玩家不得不去跟进投放广告，打营销战，无法把资源放在打磨产品上。”\n而监管的到来，一定程度上，能够让一些早就想在营销战上放缓节奏的玩家们可以放心点一下刹车。\n这场内卷游戏的另一方面原因在于，互联网商业模式的特性使然。\n就比如曾经的二手车电商虚火猛烧，行业出现的本意是通过互联网赋能，解决传统二手车交易的痛点，结果则本末倒置，除了轰轰烈烈的营销大战，该有的痛点几乎没有得到改善，落得一地鸡毛。\n类似的模式还有早期网约车，同样是野蛮生长，同样是大量的烧钱营销，只不过与二手车电商的结局天壤之别，还冲出了滴滴这样的超级巨头。主要原因在于，在营销的内卷之余，网约车真正解决了传统出租车行业的诸多痛点，随着监管到来，行业遇到的并非寒冬，而是一把向上的推力。\n这样的互联网商业模式，本质上是因为，互联网商业强依赖于信息传递的效率，而提高效率，营销导向往往是效果最直接的方式。\n一位传统教育市场人员曾说：“你不对战，对手就会一直打你，互联网搞流量的一批人来做教育，‘玩法’很多。”至于玩法，绕不开营销二字。\n如今在线教育监管突至，未必不是一件好事，至少行业能够冷静下来，专心打磨内容，而不是在营销增长的内卷游戏上死磕，因为总有一天增量市场会变成存量市场，到时候拼的还是内容。\n2 在线教育明天的太阳\n监管降临，不是偶然。如果说内容能够带来扎实的沉淀，过度营销带来的，则是更多焦虑。\n教育承载了太多的东西，对房地产行业而言，教育催生了如今令大部分人望而生畏的学区房；对于目前中国迫在眉睫的人口问题，部分年轻人选择“躺平”，在三胎政策开放的环境下，人口增长的瓶颈来自于年轻人的生育意愿下降，这样的下降背后少不了教育焦虑这座大山。\n一如年轻人的生育焦虑，在线教育确实需要一场“去焦虑化”行动。\n如何实现这样的“去焦虑化”呢？\n教育行业的市场规模不言而喻，但教育的范畴并不单单局限于在线教育。教育资源不平衡具有长期性，目前来看，新技术是一个比较好的弥补方式，以AI时代的新技术赋能，真正去重构教育行业的基础设施，不失为一个当下更加明朗的方向。\n从外部来看，据工信部数据显示，2020年底，我国已累积开通5G基站1.8万个，三大运营商共有5G套餐用户数3.22亿。5G技术的日渐普及，为重构教育硬件提供了更大的可能性，无论是对算力驱动的数据化还是对AI驱动的智能化都是重要的基础资源。\n再从行业内部来看，据财报，网易有道2020年学习产品净收入为5.40亿元，同比增长255.1%。尤其是第四季度净收入达2.37亿元，同比增长253.8%。这其中几度断货，在618与双十一电子辞典品类销量双夺冠的有道词典笔功不可没。\n而在今年在线教育行业普遍遇冷的大环境下，而在网易有道5月18日新出炉的2021Q1财报中，学习产品净收入2.02亿元，同比增长达到了279.8%，再创新高。\n\n在线教育向下，教育硬件向上，网易有道正在逐渐成为教育硬件赛道的头部玩家，而近期传来的老牌玩家读书郎赴港IPO消息，同样让人们看到了整个智能教育硬件在新时代的巨大潜力。\n对于C端用户而言，教育产品往往是使用者与决策者分离。硬件的优势在于，能够满足家长对学习产品的需求，教育产品虽然是学生用，但解决的实际上是家长的难题，这也是为什么点读笔、学习机等产品很火。\n曾潜入“鸡娃”群的互联网江湖团队成员Henry作过一篇观察，发现其实大部分“鸡娃”家长对课后辅导及智能教育硬件是持着“两手都要抓，两手都要硬”的态度，但对于不同品牌硬件本身并不在乎，真正注重的是其内容是否优质，能否真正帮助孩子提升学习效率，解决家长课余辅导痛点。更有一位家长提到希望在线教育公司可以推出相关教育硬件。\n由此可见，家长对于在线教育公司造硬件是有着一种天然信任感的，就像滴滴做货运，高德地图、百度地图等进军聚合打车赛道，这样的流量变现逻辑更加顺畅。对于网易有道们而言，发力硬件市场是有的，企业的内容生态也存在天然优势。\n从教育硬件的B端来看，时代新技术往往蕴藏着巨大潜力。\n在过去，教育的基础设施是黑板、粉笔之类的工具，随着互联网时代到来，投影几乎普及整个学校市场。未来的教育基础设施，则可能是智能化的教育产品，但这仍然是一片待开发的巨大蓝海。\n教育行业的价值链条，从短期来看，是内容>工具>渠道，从长期来看，则是硬件工具>渠道>内容。\n跨行业地来看，这样的价值链条与其他赛道的互联网企业也有着一定程度的照应。从亚马逊推出Kindle，到微软的Surface，再到国内的互联网大厂们纷纷加码硬件，做智能音箱、学习产品等等。大家普遍看好硬件潮的原因离不开其背后的入口属性。\n就像苹果正如日中天时，微软推出了Surface，背后的逻辑自是不难理解，因为苹果在做硬件的时候，IOS正在给微软造成巨大威胁。\n回归到教育行业，“软硬兼施”将会是未来一段时间内在线教育玩家们的一个答案。\n毕竟从战略层面来看，硬件、内容、渠道能够达成生态化发展，才能形成稳固的护城河，尤其是在线教育遇冷的当下，把硬件提上日程，不失为一条出路。","news_type":1,"symbols_score_info":{"AMZN":0.9}},"isVote":1,"tweetType":1,"viewCount":798,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":167060748,"gmtCreate":1624239676284,"gmtModify":1703831232231,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"htmlText":"Hmm","listText":"Hmm","text":"Hmm","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/167060748","repostId":"1123620007","repostType":4,"repost":{"id":"1123620007","kind":"news","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1624238540,"share":"https://ttm.financial/m/news/1123620007?lang=en_US&edition=fundamental","pubTime":"2021-06-21 09:22","market":"hk","language":"zh","title":"Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down","url":"https://stock-news.laohu8.com/highlight/detail?id=1123620007","media":"老虎资讯综合","summary":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股","content":"<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Opening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; 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{font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nOpening: Hang Seng open low 1.04%, Big Tech Stocks Pull Down\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/102\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time smaller\">2021-06-21 09:22</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p>On June 21st, the main indices of Hong Kong stocks were open low across the board, with the Hang Seng Index falling 1.04% to 28,501 points, the State Index falling 0.94% to 1,546 points, and the Hang Seng Technology Index falling 1.07% to 7,955 points.<img src=\"https://static.tigerbbs.com/81cc3ace25bcae36db384c4760ade009\" tg-width=\"840\" tg-height=\"470\" referrerpolicy=\"no-referrer\">On the disk, steel stocks are strong,<a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>A sharp 8% rise; Most pharmaceutical stocks, telecom stocks and gas stocks rose, and China Gas, which had fallen sharply before, stopped falling; Photovoltaic stocks, automobile stocks, copper, and other sectors plummeted, while sporting goods stocks rose and fell mixed, with Xtep falling 3%.<a href=\"https://laohu8.com/S/02331\">Li Ning</a>、<a href=\"https://laohu8.com/S/01361\">361 degrees</a>Opens slightly higher; Big tech stocks fell generally,<a href=\"https://laohu8.com/S/09999\">Netease</a>It fell more than 3%, and Meituan, Aauto Quicker and Xiaomi all fell more than 1%.</p><p><a href=\"https://laohu8.com/S/000898\">Anshan Iron & Steel</a>Up 8%, and it is expected that the net profit in the first half of the year will increase by 860% year-on-year.</p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/5b3b5e72649367d0aafd9bcbbca9bcd1","relate_stocks":{"513600":"恒生指数ETF南方","TTTN":"老虎中美互联网巨头ETF","03086":"华夏纳指","QNETCN":"纳斯达克中美互联网老虎指数","HSI":"恒生指数","02833":"恒指ETF"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1123620007","content_text":"6月21日讯，港股主要指数全线低开，恒指跌1.04%报28501点，国指底0.94%报1546点，恒生科技指数跌1.07%报7955点。盘面上，钢铁股强势，鞍钢股份大幅上涨8%；药品股、电信股、燃气股多数上涨，此前连续大跌的中国燃气止跌；光伏股、汽车股、铜、等板块大跌，体育用品股涨跌不一，特步跌3%，李宁、361度小幅高开；大型科技股普跌，网易跌超3%，美团、快手、小米皆跌超1%。\n鞍钢股份涨8%，预计上半年净利同比增860%。","news_type":1,"symbols_score_info":{"513600":0.9,"MHImain":0.9,"03086":0.9,"HSI":0.9,"HHImain":0.9,"QNETCN":0.9,"TTTN":0.9,"02833":0.9,"HSImain":0.9,"MCHmain":0.9}},"isVote":1,"tweetType":1,"viewCount":541,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":122602564,"gmtCreate":1624614454758,"gmtModify":1703841757425,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"htmlText":"Hi test","listText":"Hi test","text":"Hi test","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/122602564","isVote":1,"tweetType":1,"viewCount":683,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":122608533,"gmtCreate":1624614323822,"gmtModify":1703841755298,"author":{"id":"3584434979527981","authorId":"3584434979527981","name":"Mingo6666","avatar":"https://static.tigerbbs.com/a965165a008f9ab05845229df3b65591","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3584434979527981","idStr":"3584434979527981"},"themes":[],"htmlText":"Hmmm","listText":"Hmmm","text":"Hmmm","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/122608533","repostId":"1122245122","repostType":4,"repost":{"id":"1122245122","kind":"news","pubTimestamp":1624613042,"share":"https://ttm.financial/m/news/1122245122?lang=en_US&edition=fundamental","pubTime":"2021-06-25 17:24","market":"us","language":"zh","title":"Will Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?","url":"https://stock-news.laohu8.com/highlight/detail?id=1122245122","media":" 锌刻度","summary":"新中产看不上，Z世代不买账\n“一顿火锅，我喝了三瓶。”\n在网易严选一款所谓的“新概念清酒”的详情页上，网易CEO丁磊对其如此强烈推荐。\n内容种草、玩转社群、讲品牌故事……曾一度只瞄准“新中产”的网易严","content":"<p><img src=\"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9\" tg-width=\"1024\" tg-height=\"683\" referrerpolicy=\"no-referrer\"><b>The new middle class looks down on it, and Gen Z doesn't buy it</b></p><p>\"I drank three bottles of hot pot.”</p><p>Ding Lei, CEO of Netease, strongly recommended it on the detail page of Netease's strict selection of a so-called \"new concept sake\".</p><p>Planting grass, playing with the community, telling brand stories... Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yanxuan treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but I must be over 56 before I can use them, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then I went to see what to buy. It turned out that all goods need to be over 99 before they can be shipped, so these two coupons plus postage can only have a discount of 29 in disguise. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, with the maximum deduction of 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay by using coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>","source":"lsy1568158634801","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Will Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nWill Generation Z, who \"lies flat\", follow Ding Lei to plant grass in Netease?\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\"> 锌刻度</strong><span class=\"h-time small\">2021-06-25 17:24</span>\n</p>\n</h4>\n</header>\n<article>\n<p><img src=\"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9\" tg-width=\"1024\" tg-height=\"683\" referrerpolicy=\"no-referrer\"><b>The new middle class looks down on it, and Gen Z doesn't buy it</b></p><p>\"I drank three bottles of hot pot.”</p><p>Ding Lei, CEO of Netease, strongly recommended it on the detail page of Netease's strict selection of a so-called \"new concept sake\".</p><p>Planting grass, playing with the community, telling brand stories... Netease Yanxuan, which once only aimed at the \"new middle class\", now advertises all kinds of things, showing Generation Z, the main consumer going to the future. Although trying to cater, the current situation is still awkward.</p><p>At present, the \"new middle class\" has higher requirements for brands in the torrent of consumption upgrading, and is unwilling to pay for its high imitation Putian goods and bad after-sales service.</p><p>Generation Z, who chants \"lie flat\" and doesn't want to be coerced by \"consumerism\" in the traditional sense, has long disdained the name of \"new middle class\", and is more likely to be attracted by personalized original innovative consumer brands, rather than strictly selecting such \"OEM stream\".</p><p>Therefore, in order to survive, Netease Yanxuan, while sinking hard through various affordable products and \"Pinduoduo\" red envelope routines, at the same time, he did not hesitate to pull out CEO Ding Lei to endorse all kinds of original brands of his own, trying to drag back the group of \"new middle class\" drifting away and Generation Z whose consumption power is constantly upgrading...</p><p>And this is more difficult than we thought.</p><p><b>Putian goods can't afford the \"good life\" the new middle class wants</b></p><p>\"Living in first-and second-tier cities, have certain consumption insights, pay attention to spiritual improvement and satisfaction, pay attention to quality of life and pursue self-worth.\"</p><p>This is a portrait of Netease Yanxuan of its target users at the beginning of its establishment. To sum up simply, it is the so-called \"new middle class\".</p><p>This is indeed a big \"plate\". According to the data of Huxiu.com, at present, the total number of new middle-class users in China is 33.2 million, while Wu Xiaobo's 2019 White Paper on New Middle Class shows that the size and consumption scale of new middle-class users in China are expected to reach 450 million in 2029. However, setting a good goal does not mean that Netease Yanxuan will definitely be tangible.</p><p>Playing the slogan of \"good life, not so expensive\", claiming that the goods come from big-name manufacturers of Muji or Samsonite, did make Netease Yanxuan gain a lot of attention shortly after its establishment. After all, for the new middle class with limited economic strength but hoping to maintain a certain \"force\", this seems to be a very \"cost-effective\" choice.</p><p>This was the common path of boutique e-commerce at that time-focusing on \"ODM with Chinese characteristics\", finding the same manufacturer by \"OEM production\", making simple modifications to the design, and then putting it on the shelves for sale in their own channels, and the price was even half cheaper than that of genuine big brands.</p><p>\"When Netease Yanxuan first appeared, I did visit it often, and I was happy to pay for some of its main daily necessities. For example, towels and sheets made by the same manufacturer of Muji, or milk pots made of the same material of Zwilling.\" Jiang Yuru, 27, works for an Internet company in Chengdu. When she just graduated from college, Jiang Yuru was once a loyal user of Netease Yanxuan, because for her who was new to society and had some requirements for quality of life, but it was difficult to pay for the high premium of famous brands, \"Netease's Yanxuan products are not big names, but things are not bad.\"</p><p>\"Jiang Yuru\" once made Netease Yanxuan briefly pushed into the forefront.</p><p><b>However, Netease Yanxuan ignored one point-most of Jiang Yuru's trust in it only stays in daily necessities with low selling prices and low repurchase rate.</b></p><p>The reason behind this is that in the past 20 years, the per capita disposable income of Chinese families has increased year by year, the family structure has been shrinking, people's consumption level has improved, and there has been a trend of \"consumption upgrading\". People are willing to spend more money to accept commodity premiums.</p><p>Therefore, the \"new middle class\" targeted by Netease Yanxuan treats the firewood, rice, oil and salt that must be solved with the concept of \"high cost performance\", while on the other hand, it still retains the expectation of \"big names\" in clothing, cosmetics, electronic products and other products. At least, it is unwilling to pay for products that can be seen at a glance.</p><p>When you open Netease Yanxuan, you can often see \"coconut\" shoes directly marked from \"Putian\", which are priced at about 200 yuan, and so-called bloggers recommend them, also claiming that their brand manufacturers \"have maintained good cooperative relations with well-known sports brands for a long time\".</p><p><img src=\"https://static.tigerbbs.com/5f118bc9e648532d3412d0861c6ce6d8\" tg-width=\"839\" tg-height=\"629\" referrerpolicy=\"no-referrer\">Putian shoes have become Netease's \"global top goods\"</p><p>In this regard, Jiang Yuru's attitude is, \"I would rather save more money to buy the original version, but I really can't buy the original niche brand.\"</p><p>This is not a simple \"face-saving doctrine\", but because, in the eyes of the new middle-class \"Jiang Yuru\", this is not in line with their concept of life and consumption attitude. \"The plagiarism and cottage background behind Putian are obviously not the good life we want.\"</p><p>Tommy, 29, is in Shanghai. His clothes mostly rely on Haitao, and he occasionally uses Netease Yanxuan for daily use. \"We save where we can, and we definitely don't save where we can't.\" Tommy told Zinc Scale that like Jiang Yuru, he felt that Netease's carefully selected home textiles, socks and underwear could occasionally be bought, while clothing, cosmetics and maternal and infant products had to be bought from big brands or more professional brands.</p><p>Except for the criticized Putian goods, its product quality control and after-sales are difficult to match the imagination of the new middle class people for a better life. Under a Zhihu page of \"How about Netease Yanxuan\", consumers have complained about the product quality and after-sales service of Yanxuan, and complained about the huge gap between the seller's show and the buyer's show. This kind of stalk, which was originally played rotten on Taobao platform, is reproduced on a platform that focuses on quality.</p><p><b>Therefore, it is difficult for Netease Yanxuan to win the favor of the new middle class, and it is difficult for Netease Yanxuan to make money simply by selling daily necessities business with low repurchase rate.</b></p><p>The data intuitively verifies this point-since 2018, Netease Yanxuan's goal of 20 billion GMV is far from being reached. In 2018, e-commerce business (Netease Koala and Netease Yanxuan) achieved 19.235 billion yuan, with a year-on-year growth rate of 64.8%.</p><p>In September 2019, Netease Koala sold itself to Ali, and Liu Xiaogang, general manager of Yanxuan Division, resigned. Netease Yanxuan has also been merged into innovative enterprises and other businesses because it \"accounts for a very small proportion of the company's total revenue\".</p><p><b>\"I want to tell original stories when I post a card\", the old routine can't fool young people</b></p><p>Netease Yanxuan is not unaware that it is difficult for him to reach the national level of MUJI to Japan, and it is difficult for the new middle class to continue to pay for the narrative system of \"big name with the same style\". As a result, Netease Yanxuan began to look at the new middle class in the future, that is, Generation Z.</p><p>From the launch of the free brand \"Black Pineapple\" series to the online adult sex brand \"Spring Breeze\", Netease Yanxuan seems to hope to attract those Generation Z who do not pursue \"brand symbol value\" but favor brand stories and personalities by telling original brand stories.</p><p>The ideal is good, but Netease Yanxuan is \"lazy\" again on the road to realizing the ideal.</p><p>\"Although Yanxuan has been following the preferences of young people, such as low-alcohol wine, small household appliances and other products, it looks original, but in fact it is still the OEM set. This is obviously not the national trend brand or niche brand that Generation Z wants.\" Industry insiders pointed out that if you know a little about the preferences of Generation Z, you can find that their pursuit of niche and national trend brands often lies in the stories behind the brands, from original designs to stories of brand establishment and development, etc. \"Compared with OEM goods, they are more willing to accompany the growth of a truly original small brand.\"</p><p>\"Post-00\" Jiaojiao's idea verifies the observation of the above-mentioned industry insiders. \"Obviously, it's still a card, but Netease Yanxuan also emphasizes that it is original. In fact, there is no brand connotation and story at all. To put it bluntly, I still want to make the difference.\"</p><p>For example, Jiaojiao once took a fancy to a bottle of so-called \"new concept sake\" osmanthus sparkling sake in Netease Yanxuan, which was priced at 88 yuan. She claimed to be a self-operated brand of Netease Yanxuan, and also pulled out Netease CEO Ding Lei's endorsement for recommendation. \"I drank three bottles of a hot pot.\"</p><p>However, when Jiaojiao traced the source and found the manufacturer of this bottle of wine \"Suzhou Bridge\", she found that the price of the same product of the original manufacturer was less than 50 yuan, and the wholesale price could be as low as about 30 yuan. \"The ingredients and volume are the same, but the label on the bottle is different.\"<img src=\"https://static.tigerbbs.com/aa6f075306f08a085a1cb107edd05319\" tg-width=\"988\" tg-height=\"741\" referrerpolicy=\"no-referrer\">Ding Lei's recommended sake brand premium is too high</p><p>This is not an isolated case. Ding Lei also recommended a 198g self-operated brand canned lunch meat, which was priced at 19.9 yuan, in the \"hot selling explosion\" of Netease Yanxuan during the \"6.18\" period. Searching for the same product of the original manufacturer of zinc scale, it was found that the price of 340g was only 15 yuan. Post a card selected by Netease, the quantity is half less, but the price is nearly one-third more expensive. \"Can Netease Yanxuan be worth so much premium?\" Finally, Jiaojiao turned around and chose an original women's wine brand, even if the price was more expensive than Netease Yanxuan.</p><p>This is obviously contrary to Netease's new expectation of itself, that is, \"not e-commerce, but brand\". In fact, after so many years, the impact of the words \"Netease Yanxuan\" on the minds of young users is actually very vague, and to a large extent, it is \"neither e-commerce nor brand\".</p><p>However, many new consumer brands have risen rapidly in this period. With the DTC marketing model that faces consumers directly, they focus more on brand building and fan management of sub-categories. Through community, content, live broadcast and other forms, they have formed a stronger vertical category of grass planting to harvest the favorability of young people.</p><p>Young people like Jiaojiao are willing to pay for it, and have popularized many new brands. In 2020, Tmall Double Eleven, such as 59 seconds in the disinfector category, Pineapple Jun in the fascia gun category, and Biba Baby in the diaper category, these new consumer brands that have been in Tmall for less than three years, ranked first in 357 categories in Double Eleven.</p><p><b>But looking back, Netease Yanxuan is still playing the previous set, and at most it has changed its gimmick-replacing the same style of big names with \"CEO recommendation\" or \"Netease employees select good things\", and these are obviously difficult to have a close connection with users.</b></p><p>For this reason, in recent years, products such as \"Hour Light Liquor\" and \"Mushroom Quick Cooked Pot\", which have been promoted by Netease Yanxuan, have not actually become explosives in that period.</p><p>As the New Consumption Research Institute wrote before, \"Netease Yanxuan, although they rely on the big platform tree to enjoy the shade, are still KO by a group of newcomers. After all, the new consumption environment no longer needs so many online versions of famous products... With more rational and diversified consumption demands, it may not be so easy for young people to pay for the quality concept of over-packaging.\"</p><p>Although Netease Yanxuan App added the \"Select Lane\" community on June 9th, focusing on \"sharing differences together and discovering more life options\", guiding users to share their life dynamics in the App, and trying to restrengthen the connection with young people, it seems somewhat late.</p><p><b>Engage in low prices and cashback, want to learn Pinduoduo but \"can't afford to play\"?</b></p><p>Telling original stories doesn't work well, and Netease Yanxuan didn't give up, hobbling to continue to save itself, such as learning the routine of Pinduoduo and playing sinking.</p><p>First, the activity of full return for the first single of newcomers was launched. The initial form was \"return of red envelopes\", but now the form is \"return of balance\". In short, the amount returned to users has to be used in Netease Yanxuan.</p><p><b>This activity has indeed attracted many new users for Netease Yanxuan, but the retention rate is not necessarily high. After all, when you open social platforms such as Zhihu and Weibo, you can see a lot of complaints about Netease's \"can't afford to play\".</b></p><p>Under the question of \"Is it a pit for Netease's strict selection of newcomers to return the first full amount?\", one of them praised the answer, \"After spending 78 yuan to buy a barrel of edible oil (platform), I returned two 39 coupons, but I must be over 56 before I can use them, and some products are not in the scope of use. Thinking that 56-39=17 is quite appropriate, then I went to see what to buy. It turned out that all goods need to be over 99 before they can be shipped, so these two coupons plus postage can only have a discount of 29 in disguise. Of course, you can enjoy the discount in full, just scrape 99, so that you will spend more invisibly. I don't know whether this oil is good or not. Anyway, I retired it immediately, and went to a certain treasure to buy a familiar brand. \"</p><p>There are many more such cases. Many consumers took a fancy to the word \"cashback\" and placed an order. After receiving the coupon, they found that \"you can use it if you want to, and there are many thresholds\", but in the end, they couldn't get too much discount. The current \"return balance\" activity is also \"old wine in new bottles\". According to the rules of the platform, \"the balance of the return account does not support cash withdrawal, and it can be automatically deducted when placing an order, with the maximum deduction of 30% of the order amount.\"<img src=\"https://static.tigerbbs.com/fc658684d616a2798ae5caceb0e26185\" tg-width=\"1080\" tg-height=\"809\" referrerpolicy=\"no-referrer\">On one side are coupons for brushing the screen, and on the other side are routines</p><p>Zhang Ru, who once bought Netease Yanxuan pro annual membership, felt that \"there are too many preferential routines for Yanxuan\". Zhang Ru said, \"I originally thought that it was cost-effective for members to often get coupons, but it turned out that it was often impossible to pay by using coupons.\"</p><p>This has also been verified on social platforms such as Zhihu. Some users said, \"I just got the full-time coupon of 21 minus 20, and I excitedly collected 30 yuan and found that I couldn't pay. However, if the same thing doesn't use the coupon, it can directly enter the payment interface of Alipay in seconds, which is typically unaffordable.\"</p><p><b>On the other hand, Netease's \"Welfare Fan Group\" is filled with coupon information that brushes the screen every day. It is not difficult to see that Yanxuan wants to compete for the market by low-price preferential strategy and community marketing. However, whether it is low-price strategy or community marketing, Netease Yanxuan came too late and did not do it sincerely enough.</b></p><p>\"After all, the low price is not in line with Yanxuan's previous positioning and brand tone, not to mention that Pinduoduo has played coupons and cashback deeply in the hearts of the people. And being a community doesn't mean that giving coupons every day can increase user stickiness. Yanxuan obviously came too late and not serious enough.\" Some insiders pointed out that \"Netease Yanxuan is now more like seeking medical treatment in a hurry\".</p><p>In fact, earlier, Netease Yanxuan had launched the 9.9 value zone. In the special area, 180 explosive products were selected and repriced to provide consumers with the ultimate cost performance. At that time, this move caused a strong rebound from the old users of Netease-Yanxuan has always been positioned in the middle and high end. In the eyes of consumers, the 9.9 yuan special product seems to have lowered the platform tone.</p><p>However, Netease Yanxuan does not seem to have a long memory, and it is going farther and farther on the road of deviating from positioning.</p><p><b>The more you toss, the harder it is to save yourself</b></p><p>\"Today, most consumers will still pursue cost-effectiveness, but when the cost-effectiveness ratio is similar, more and more people will choose brands that match their own ideas, and these brands need to persist in conveying their ideas for a long time, so that consumers think that their ideas are real, not generated for profit.\" Ma Zichun, deputy director of research at Mintel, a market research consulting company, once pointed out this in an interview with Jiemian.</p><p>However, although Netease Yanxuan is still \"tossing\", its footprints have become more and more chaotic. For users, the changing brand concept has made its shape more and more blurry.</p><p>On the one hand, the further it sinks, the farther it is from the initial users \"new middle class\"; On the other hand, the more emphasis is placed on its original branding, the less willing Gen Z will be to pay for its premium.</p><p>Especially according to media reports, this year, when the total amount of social retail goods is declining, the consumption concept is becoming more and more polarized. On the one hand, consumers are spending huge sums of money to buy big brands and paying a premium for the added value of brands. Therefore, the price increase of luxury big brands this year is still becoming more and more fierce; On the other hand, it is the thorough pursuit of low prices. Taobao, Pinduoduo and even 1688 wholesale goods have received a lot of attention.</p><p>Under this background, Netease Yanxuan has been in trouble for a long time-not that there is no market, but that there is no market that belongs to \"Yanxuan\". In the increasingly abundant consumer market, there are fewer and fewer users who are willing to choose \"high or low\".</p><p>Therefore, the more Netease Yanxuan in the quagmire is tossed, the more difficult it is to save itself.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ\"> 锌刻度</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b46986872d7bf88f5bfa75e7ac4bd6d9","relate_stocks":{"09999":"网易-S","NTES":"网易"},"source_url":"https://mp.weixin.qq.com/s/Y4RTLQs-kdrPFTffcty2qQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1122245122","content_text":"新中产看不上，Z世代不买账\n“一顿火锅，我喝了三瓶。”\n在网易严选一款所谓的“新概念清酒”的详情页上，网易CEO丁磊对其如此强烈推荐。\n内容种草、玩转社群、讲品牌故事……曾一度只瞄准“新中产”的网易严选，如今标榜的种种，呈现出的是奔赴未来的消费主力——Z世代。虽然在努力迎合，但现状却是处境依旧尴尬。\n当下， “新中产”，在消费升级的洪流之中对品牌已有了更高的要求，不愿再为其高仿莆田货和糟心的售后服务买单。\n高呼着“躺平”、不愿被传统意义上的“消费主义”裹挟的Z世代，则早已不屑于“新中产”之称，更容易被个性化的原创新消费品牌吸引，而非严选这类“贴牌之流”。\n于是，为了活下去的网易严选，一边通过各种平价产品、“拼多多”式红包套路用力下沉，一边又不惜拉出CEO丁磊来为自家的各类原创品牌背书，试图拽回那群渐行渐远的“新中产”，以及消费能力正不断升级的Z世代……\n而这，比想象中更难。\n莆田货们，撑不起新中产想要的“好生活”\n“生活在一、二线城市，有一定消费见解，讲究精神层面的提升和满足，注重生活品质，追求自我价值。”\n这是网易严选在创立之初对其目标用户的一个画像，简单概括，就是所谓的“新中产”。\n\n 这的确是个不小的“盘子”，据虎嗅网的数据，目前，中国新中产用户总体体量是3320万户，而吴晓波《2019年新中产白皮书》则显示，2029年预计中国新中产用户群体规模和消费规模将达到4.5亿。\n\n但是，目标定得好，并不代表网易严选就一定摸得着。\n打出“好的生活，没那么贵”的slogan，宣称商品来自无印良品或新秀丽的大牌厂商，的确让网易严选在创立不久后就获得了大量关注。毕竟，对于经济实力有限，却又希望保持一定“逼格”的新中产而言，这看上去是“性价比”极高的选择。\n这是彼时精品电商共同的路径——主打 \" 中国特色的 ODM\"，以 \" 代工生产的方式 \" 找到同样的制造商，将设计做简单的修改，再上架到自家渠道销售，价格甚至比正品大牌便宜一半。\n“网易严选刚出现时，我的确常在上面逛一逛，也很乐意为它主推的一些生活用品买单。比如无印良品同一厂商制作的毛巾和床单，或者双立人同材质的牛奶锅。”江玉汝今年27岁，在成都的一家互联网公司工作。大学刚毕业时，江玉汝一度是网易严选的忠实用户，因为对于初入社会，对生活品质有所要求，却又难以为名牌的高溢价买单的她而言，“网易严选的产品不算大牌，但东西不差。”\n“江玉汝”们曾让网易严选短暂被推上了风口。\n然而，网易严选忽视了一点——江玉汝们对其的信任大多仅仅停留在低售价且复购率较低的日用百货。\n这背后的原因是，在这20年之间，中国家庭人均可支配收入逐年递增，家庭结构不断缩小，人们的消费水平提高，也出现了“消费升级”的趋势，人们愿意花更多的钱接受商品溢价。\n于是，网易严选瞄准的“新中产”，一边以“高性价比”的理念对待必须被解决的柴米油盐，另一边却在服饰、化妆品、电子产品等产品上仍然保留着对“大牌”的期待，至少，不愿意为一眼就能被识破的产品买单。\n而打开网易严选，你却常能看见直接标明来自“莆田”的“椰子”鞋，售价在两百元左右，还有所谓的博主推荐，同样宣称其品牌制造商“长期与知名运动品牌保持良好合作关系”。\n莆田鞋，成为网易严选的“全球尖货”\n对此，江玉汝的态度是，“宁可多攒点钱买原版，实在不行买原创的小众品牌。”\n这并非简单的“面子主义”，而是因为，在新中产“江玉汝”们看来，这并不符合他们的生活观念和消费态度，“莆田背后的抄袭、山寨底色，显然不是我们想要的好生活。”\n29岁的Tommy身在上海，服饰多靠海淘，生活日用偶尔用用网易严选。“我们是在能省的地方省一省，不能省的地方绝对不省。”Tommy告诉锌刻度，和江玉汝一样，他觉得网易严选的家纺、袜子和内裤偶尔可以买一买，服饰、化妆品和母婴用品等还得买大牌或者更专业的品牌。\n除却饱受诟病的莆田货，其产品品控和售后也难以配得上新中产们对美好生活的想象。在一条“网易严选怎么样”的知乎页面下，消费者纷纷对严选的产品品质和售后服务吐槽，吐槽卖家秀和买家秀之间的巨大差距。这种最初在淘宝平台被玩烂的梗，在一个主打品质的平台上重现。\n于是，网易严选的大牌同款很难得到新中产们的青睐，而单纯只卖复购率较低的日用百货生意，网易严选又很难赚到钱。\n数据很直观地验证了这一点——从 2018 年开始，网易严选 200 亿 GMV 的目标远未达到，2018 年，电商业务（网易考拉和网易严选）实现 192.35 亿元，同比增长率 64.8%。\n2019 年 9 月，网易考拉卖身阿里，严选事业部总经理柳晓刚离职。网易严选也因 \" 占公司总收入比例甚少 \" 的原因，并入创新企业及其他业务。\n“贴个牌就想讲原创故事”，老套路忽悠不了年轻人\n网易严选并非没有意识到，自己很难达到无印良品之于日本的国民程度，而新中产们也已经很难持续为那套“大牌同款”的叙事体系买单。于是，网易严选开始将目光投向未来的新中产，即Z世代人群。\n从推出自由品牌“黑凤梨”系列，到上线成人情趣品牌“春风”，网易严选似乎希望通过讲原创品牌故事这一套，吸引那些不追求“品牌符号价值”而是青睐品牌故事和个性的Z世代。\n理想是好的，但网易严选在实现理想这条路上又“偷懒”了。\n“尽管严选一直在紧追年轻人的喜好，比如低度酒、小家电之类的产品，但看上去是原创，实际上还是玩的贴牌那一套，这显然不是Z世代们想要的国潮品牌或者小众品牌。”业内人士指出，如果稍微了解一下Z世代的喜好，就能发现，他们对小众和国潮品牌的追求往往在于品牌背后的故事，从原创的设计、到品牌成立和发展的故事等等，“比起贴牌货，他们更愿意陪伴一个真正原创的小品牌成长。”\n“00后”娇娇的想法验证了上述业内人士的观察，“明明还是贴个牌，而网易严选还要强调自己是原创，其实根本没什么品牌内涵和故事，说白了还是想赚差价。”\n娇娇举例，她曾在网易严选上看中一瓶所谓的“新概念清酒”桂花起泡清酒，标价88元，声称是网易严选自营品牌，还拉出了网易CEO丁磊背书做推荐，“一顿火锅，我喝了三瓶。”\n然而，当娇娇溯源查到这瓶酒的厂家“苏州桥”，再随手一查，发现原厂家的同一产品价格才不到50元，批发价能低至30元左右，“配料和体量什么都一样，就是瓶身上那个标不同而已。”丁磊推荐的清酒品牌溢价过高\n\n 这并非个例，网易严选在“6·18”期间的“热卖爆款”中，丁磊还推荐了一款198克的自营品牌午餐肉罐头，售价为19.9元。锌刻度搜索原生产厂家的同款产品却发现，340g的才售价15元。贴个网易严选的牌，量少了一半，价格却贵了近三分之一。\n\n“网易严选这品牌能值这么多溢价？”最后，娇娇扭头选择了一家女性酒原创品牌，哪怕售价比网易严选更贵。\n这显然有悖于网易严选此前对自己的新期待，即“不是电商，而是品牌”。事实上，这么多年过去，“网易严选”几个字，对于年轻用户心智的影响其实非常含混，很大程度上“既不是电商，也不是品牌”。\n而众多新消费品牌却正是在这个时期迅速崛起。他们以直面消费者的DTC营销模式，更专注细分品类的品牌打造以及粉丝经营，通过社群、内容、直播等形式，形成了更强的垂直品类种草，收割年轻人的好感度。\n像娇娇这样的年轻人，乐于为此买单，并且捧红了众多新品牌。2020年天猫双十一，像消毒机品类的59秒、筋膜枪品类的菠萝君、纸尿裤品类的碧芭宝贝，这些入驻天猫不足三年的新消费品牌，在双十一一天就跑出了357个品类第一。\n但回过头来，网易严选还在玩以前那一套，顶多换了噱头——把大牌同款换成了“CEO推荐”或者“网易员工精选好物”，而这些显然很难与用户产生紧密连接。\n也正因此，近年来网易严选主推过的“小时光白酒”、“蘑立快熟锅”等产品，事实上都并没有成为那一时期的爆款。\n正如新消费研究所此前写到，“网易严选们，虽然依靠大平台树下好乘凉，但依然被一群新人给群KO了，毕竟新的消费环境，已经不再需要那么多线上版的名创优品……更理性和多元化的消费诉求下，想让年轻人们为过度包装的品质概念买单，或许已经没那么容易了。”\n尽管网易严选App在6月9日新增“选巷”社区，主打“一起分享不同，发现更多生活选项”，引导用户在App分享自己的生活动态，试图重新加强与年轻人的连接，但也多少显得珊珊来迟了。\n搞低价和返现，想学拼多多却又“玩不起”？\n讲原创的故事行不太通，网易严选倒也没放弃，蹒跚着继续自救，比如学着拼多多的套路玩下沉。\n先是推出了新人首单全额返的活动，最初的形式为“返红包”，如今的形式是“返余额”，简而言之就是返给用户的金额还得在网易严选使用。\n这一活动的确曾为网易严选吸引了不少的新用户，然而留存率却并不一定高。毕竟，打开知乎、微博等社交平台，能看见不少对网易严选“玩不起”的吐槽。\n在“网易严选新人首单全额返是坑吗？”的提问下，其中一高赞回答如是说，“花78元买了一桶食用油后（平台）返了2张39的券，但是必须要满56才能使用并且部分商品不在使用范围内，想着56-39=17也挺合适的，那就去看看买点啥呗，结果发现所有商品需要满99才能包邮，那么加上邮费这两张券变相地只能有29的优惠了。当然，你想全额享受优惠也可以，凑够99就可以了，这样无形之中又会多消费。这个油好不好我不知道，反正当下就退了，反手去某宝买了一个耳熟能详的牌子。”\n这样的案例还有很多。许多消费者看中“返现”二字下了单，收到优惠券后却发现“想用可以，门槛多多”，而最后也优惠不了太多。而眼下的“返余额”活动，也是“新瓶装旧酒”，按照平台的规则，“返回账户的余额不支持体提现，下单时可以自动抵扣，最高只能抵扣订单金额的30%。”一边是刷屏的优惠券，一边是套路\n曾购买了网易严选pro年费会员的张茹更是觉得“严选的优惠套路太多”。张茹称，“本来觉得会员可以经常领券挺划算，结果发现使用优惠券常常无法付款。”\n这一点也在知乎等社交平台上得以验证，有用户表示，“刚领了满21减20的全场优惠券，兴冲冲凑了30块钱发现不能付款，但同样的东西不使用优惠券的话，直接秒入支付宝付款界面，典型玩不起。”\n而另一边，网易严选的“福利粉丝群”里则是每日刷屏的优惠券信息，不难看出严选想靠低价优惠策略，以及社群营销来争夺市场的心。但是，无论是低价策略还是社群营销，网易严选都来得太晚，做得也不够真诚。\n“毕竟低价就不符合严选此前对自己的定位和品牌调性，更何况拼多多已经把优惠券、返现这些玩法玩得深入人心。而做社群也并不是天天发点优惠券就能增加用户粘性的，严选显然来得太晚，又不够认真。”有业内人士指出，“网易严选现在更像是病急乱投医”。\n事实上，在更早之前，网易严选就曾推出9.9超值专区。在专区内，严选挑选了180款爆款产品重新定价，为消费者提供极致性价比。而这一举动当时引起网易老用户们的强烈反弹——严选一直以来都定位于中高端，在消费者眼中，9.9元特价商品似乎拉低了平台调性。\n而网易严选似乎并未长记性，并在背离定位这条路上越走越远。\n越折腾越难自救\n“今天大部分消费者仍然会追求性价比，但在性价比差不多的情况下，越来越多的人会选择符合自己理念的品牌，而且这些品牌需要在很长时间内坚持传达着他们的理念，让消费者认为他们这些理念是真实的，而不是为了盈利而产生的。”市场研究咨询公司英敏特的研究副总监马子淳曾在接受界面采访时指出这一点。\n然而，尽管网易严选还在“折腾”，但其踩下的脚印已经越来越乱。对于用户而言，不断变化的品牌理念，已经让它的形则变得越来越模糊。\n一方面，越往下沉，其与初始用户“新中产”们的距离则越远；另一方面，越强调其原创品牌，Z世代们就越不愿意为它的溢价买单。\n尤其是据媒体报道，在社会零售品总额下降的今年，消费观念越来越两极化，一边的消费者是斥巨资买大牌，为品牌附加值支付溢价，因此，奢侈品大牌今年的涨价程度依然愈发凶猛；另一边是彻底追求低价，淘宝、拼多多甚至是 1688 批发货受到众多关注。\n在这样的大背景之下，网易严选陷入困境已久——并非没有市场，而是已经没有属于“严选”的市场。在越来越丰富的消费市场上，愿意选择“高不成低不就”的严选的用户，越来越少。\n于是，泥潭之中的网易严选越折腾，越难自救。","news_type":1,"symbols_score_info":{"NTES":0.9,"09999":0.9}},"isVote":1,"tweetType":1,"viewCount":625,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"lives":[]}