Recently,360 Smart Business released the Annual Honor List in 2020, aiming to promote the marketing innovation and upgrading of the Internet industry, deeply tap the brand potential of enterprises, lead consumers to attach importance to brand value, and jointly promote the reform and development of the Internet industry by honoring the figures and enterprises with outstanding contributions and best service, and encouraging them to actively contribute to social value.
The award selection was voted by netizens, and was jointly reviewed by 360 Smart Business and 360 Education expert group. After selecting hundreds of thousands of outstanding enterprises in China,51Talk has won two awards of "2020 user Satisfaction Education Institution "and "2020 online Education Brand Influence Institution" by virtue of its good user reputation and leading position in the industry.
51Talk dual strategy YES: Main business revenue hit new highs repeatedly, active users increased significantly
In the year of 2020,51Talk adheres to the strategy of "Focusing on Filipino students one to one" and the strategy of "inclusive education", adheres to the core of high-quality Filipino teachers, adheres to the route of independent research and development of online courses, further improves the online teaching level of foreign teachers through standardization, and exports high-quality online English teaching services to users across the country. At the same time,51Talk continues to optimize in the five dimensions of teachers, products, technologies, courses and services, and creates a refined operation model in an all-round way.
51Talk head position recognized by the industry, students outstanding results, parents generally satisfied
The 2020 pandemic has forced a large number of student users to learn online, so online education is also receiving attention from various organizations in 2020. In November 2020, Aurora Big Data released a Research Report on China's Online English Education Industry for Young Children in 2020. It also showed that 51Talk had a market share of 46.6%, and the average startup frequency of APP users was 3.33 times per day, far exceeding the average level of the industry. Moreover, with the average monthly active users reaching 1,002 million, the brand reached 89.8% The recognition and repurchase rate of 74.8% realize the overall lead in the industry.
51Talk, which focuses on online English education for young people, has not only won the recognition of the market and the industry, but also won the sincere thanks of a large number of students' parents. At the 2020" Chinese Youth Speak "event hosted by 51Talk last year, the mother of Zhi Peng, the winner of the junior group, said that 51Talk not only teaches English, but also enables students to speak and think bravely in the process of learning. Deng Kejing's parents said that 51Talk's Fei Church teaches strategically according to the situation of the students and adds a lot of teaching extension to keep the child's interest in learning to the maximum.
In fact,51Talk constantly emphasizes the importance of using "students' teaching effect" internally, and provides cost-effective courses to users all over the country with high-quality Philippine teachers. Under the pragmatic teaching concept of "short time and high frequency", students' English ability has been improved significantly, which has won 51Talk wide praise from users. In this process, the referral between users has been greatly improved, enabling 51Talk to gain a large number of customers at a very low cost.
Adhere to the "education inclusive" as the core, for the country to build an excellent online children's English brand
As we all know, the cost of acquiring customers in the online education industry is very high at present. 51Talk not only wins the reputation of users through hard internal practice, but also summarizes a set of more pragmatic marketing strategies internally. 51Talk selects national IP and variety shows that are strongly related to youth groups, accurately targets target users, and builds its brand into No.1 in the domestic online English industry.
Ren Jian, senior vice president of 51Talk brand marketing, said in an interview that 51Talk's marketing tool is systematic promotion, which is referred to internally as the triangular cone of marketing. In the past three years,51Talk has made every effort to actively influence the cognition of parents and young users through deep cooperation with Golden Eagle Cartoon Channel, the largest parent-child media in China, and form the main front of 51Talk in product promotion. Since 2018,51Talk has sent outstanding students to top domestic variety shows such as "Day Day Up", "Happy Camp", "Ace to Ace" and so on, fully demonstrating the excellent English speaking ability of 51Talk students and the excellent teaching effect of 51Talk platform, which has also produced Chen Hetu and Li Zilin on the UN stage "Star student ", became the pinnacle of public opinion. At the same time,51Talk builds its own marketing system in the media frequently used by the target groups such as moments, Douyin and Zhihu, forming the vertical line of 51Talk brand marketing, forming the brand tipping point, consolidating the traffic base in 2020, and finally forming a strong brand centripetal force and brand influence.
It is worth mentioning that the shaping of the brand must rely on the hard power of the enterprise. Compared with other online English brands,51Talk's main teachers, Filipino English teachers, are somewhat unique in the market, but it is the first to discover the real value of Philippine education, which contributes to 51Talk's success in building inclusive education properties. Compared with foreign teachers in Europe and the United States, Philippine teachers have a lower salary but stronger sense of service. The English level of Filipino nationals ranks among the best in the world, and they have both experience in second language acquisition and natural quality as English teachers. 51Talk adheres to a strict evaluation system and requires rich teaching experience in the recruitment of Philippine teachers. The only reason for selecting the best is to provide better teaching quality for children. Last year,51Talk also included the 5A foreign teacher service standard into the 51Talk Online English Service business standard, which has been filed, and is subject to the supervision of society and users. 51Talk has localized operation centers in many places in the Philippines to deeply cultivate the Philippine education market, strive to maximize the teaching ability of Philippine teachers, and provide the most powerful foundation for the continuous implementation of the strategy of "inclusive education" and "one-to-one education for Philippine youth Education".
In the future,51Talk will continue to aim at "enabling every child to have a dialogue with the world", by providing users with online English courses with a high price-to-product ratio, and adhere to intensive efforts in K12 online English education field, so as to bring better services and products to students.
