Analyzing the Demand Model of K12 Online Education from a Student's Perspective

       Due to inherent limitations, K12 students cannot rely solely on online education formats; a multi-mode co-existing network platform is required.

  Content-based educational websites that have emerged in the past three years mainly take the following forms: recorded courses, live courses, question bank search, online tests, Q&A apps, etc. The author believes that a single model is not the future of online education. The future of online education should be a comprehensive model of closed-loop personalized and customized learning services, more based on test evaluation, data collection, content delivery, online learning, and post-learning Q&A.

  Different stages of K12 have their own characteristics:

  Based on the above student characteristics, the author believes the following key issues should be addressed:

   I. The Problem of Limited Free Time for Students:

  The most prominent feature of K12 users is that their time is monopolized by institutional education, which is a major reason why online video courses failed to bring about educational reform in previous years.

  Therefore, the new wave of K12 online education attempts often use test questions as a breakthrough to help users improve learning efficiency. Two very popular forms of online education products currently are: question bank apps where users take a photo of a question and watch a video explanation, and fragmented knowledge point recorded or live courses. In the efficiency-first internet era, compared to various "photo-solving" tools that mainly provide text answers, and the previous 20+ minute recorded courses, these save students a significant amount of time and allow them to learn anytime, anywhere.

   II. The Problem of Learning Initiative:

  Establish an engaging and gamified interactive learning environment to stimulate learners' interest. For example, on the YY education platform, interesting lectures by teachers allow students to send flowers for interaction; Quanpin Xuetang uses Flash multimedia animation, story scene videos, and chroma key techniques to make learning more fun.

  While completing homework, students can communicate with classmates through online learning; parents can also supervise this process and check their child's learning progress via mobile phones. Platforms like 17zuoye.com operate on this model.

   III. The Problem of Teacher-Student Interaction and Teaching Atmosphere:

  Use internet software to solve the interaction problem between students and teachers. Interaction is not just about formal communication and feedback; its true purpose is to understand students' problems and solve them. Therefore, online interaction should be goal-oriented, not rigidly formal. Products like online test apps or photo-solving apps should be used. Through such interaction, target user problems, analyze their weak areas, and push relevant knowledge point video courses.

  Furthermore, after watching the video explanation, users can leave messages with questions, and customer service staff will reply and resolve them – this is the second step of interaction. After a period of accumulation, user learning data is analyzed to form learning trajectories, and then a third round of interaction occurs through online test analysis. Regarding the teaching atmosphere, I believe it will improve with the development of internet technology.

   IV. The Problem of Precise and Personalized Services:

  The ultimate goal of interaction is to achieve precise and personalized services. Currently, students mainly use tutoring classes for after-school study. It's worth considering why students need tutoring after school? The reason is that after receiving one-to-many large class teaching in school, students' understanding and mastery of knowledge are uneven and vary greatly. If online education still adopts the same teaching methods as institutional schools, the specific problems of each student cannot be fundamentally solved. Therefore, educational products must ultimately achieve personalization and precision to enable users to learn truly efficiently.

   V. The Problem of Heavy After-School Homework:

  Currently, by cooperating with several educational auxiliary book publishers, QR codes are added next to key knowledge points and questions in the books. Users can scan the QR code to watch corresponding video explanations, thus conveniently integrating online education into students' homework. Quanpin Books' Quanpin Dajiangtang has set a good precedent in this regard.

   VI. The Problem of User Convenience:

  ① When students first encounter a website, they don't know the quality of its content but are required to go through a troublesome registration process. If I were a student and didn't know the content quality, I would just pass by – take a quick look if possible, or skip it if not. If a guest login mode were set up allowing partial content viewing without registration, I might enter to see the actual content, and perhaps I would end up liking it. Additionally, once a student registers, the account and password should be automatically downloaded to their computer via a notepad file (even if the website or browser has auto-save features) for easy next login. Example: Qingguo Academy uses this setup.

  ② A convenient purchasing system, as easy as the one-click refund on the official train ticket website. The more convenient the setup, the higher the likelihood of students learning online. Especially for the current generation of post-80s, 90s, and 00s, laziness is a common trait and human nature.

   VII. The Problem of High Data Traffic for Students:

  Although K12 online education video products currently incur some data traffic costs, ultimately it depends on the value of the content to the user and whether the user recognizes it. For example, why do many parents hire tutors costing four to five hundred yuan per hour? Because it's one of the few methods they can find in the market that they believe helps their children learn. Compared to text, sound, and images, video itself has the strongest expressive power, the greatest impact and appeal, and leaves the deepest impression on human memory.

  Furthermore, with the development of mobile communication technology, networks are getting faster and data cheaper. This is an inevitable trend. Product development should follow the trend, not go against it. In reality, students mainly do homework at home in the evening, and the penetration rate of WiFi networks in urban households is already very high. An online education model that truly integrates the internet and education is likely to stand out. A model that brings value to students is the ultimate model for future K12 online education.

Excerpted from Duozhi.com

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