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Tencent responded to the closure of children's education business: phased suspension of sales

via:新浪科技     time:2021/11/16 23:01:09     readed:94

Intern Reporter/Chen Yinxia

On November 16, Tencent Kaifuelou, the children's education business affiliated to Tencent, showed that it had stopped selling courses, and its public account could not pay for many courses, including English experience camp, science and technology beginner's programming class, and 14-day reading and expression experience camp.

The relevant person in charge of Tencent told Jiemian that, based on business adjustment, Tencent Kaixinouzou will stop selling for a period of time from now on, and kaixinouzou App will continue to provide services.

Tencent Kaixin Mouse is an enlightenment English product for young children aged 3-8, which adopts gamification and immersion learning. ABC Mouse, formerly known as ABC Mouse, is an American brand of children's education. It was introduced into China by Tencent in 2018.

In the second half of this year, Tencent Happy Mouse was revised to transform gamification teaching. In addition to English enlightenment, there are three courses of Chinese enlightenment, thinking enlightenment and science and technology programming.

According to Tencent's Kaixin Mouse App, the above four types of enlightenment courses include beginner guidance content of 0 yuan, experience courses of 19.9-49.9 yuan, and system courses of 2,800-3880 yuan. In addition to the free introductory content in the App, paid courses are not available for purchase. Reporters asked the backstage customer service, no one responded.

Happy Mouse used to be a key education project within Tencent. According to LatePost, it had one million regular students before it was shut down. At present, about 1,500 instructors and sales staff of Happy Mouse will be transferred internally, and a small number of staff will be retained to continue to serve users who have purchased courses.

On the social networking platform of Jiemian Education, a number of users identified as Tencent employees said that they had received notice today that Kaixinmouse was disbanded and would give a large amount of compensation to the laid-off workers, and the group would leave some time to find a position for itself.

The "de-training" supervision of the initiation track has already begun.

At the end of March, the Ministry of Education issued a guideline on Vigorously Promoting the Link between Kindergarten and primary school science, requiring out-of-school training institutions not to train preschool children in violation of regulations.

A number of training institutions have withdrawn pre-school courses, and a number of enlightenment products have been renamed to quality-oriented education. Among them, ape Guidance "zebra AI class" upgraded to "zebra"; Homework gang renamed its duck and Duck AI course "Duck and Duck Enlightenment", and raised its coverage age from 2-8 to 3-8 years old. Good Future (NYSE: TAL) announced that its Little Monkey AI Class will be renamed Little Monkey Enlightenment. Spark Thought announced that its "Little Spark AI Course" will be renamed "Little Spark Enlightenment".

On May 28, GOTU (NYSE: GOTU) announced that it would stop enrolling children ages 3 to 6 and make organizational and staffing changes accordingly.

According to Donews, at the beginning of June, the yada Yada Enlightenment team was rumored to be heavily downsized, and Yada Yada Enlightenment was cut. Jiemian education found that the last notification of Yada Enlightenment's official wechat official account stayed on June 1 this year, and all its mini programs and apps have been removed.

After the "double reduction", in addition to suspending the children's enlightenment courses, Tencent's penguin tutoring for K12 is also transforming. As the only online school for primary and secondary schools under Tencent, Tencent Penguin Provides multi-disciplinary extra-curricular teaching for primary, middle and high school students aged 6-18. The number of users of Tencent's Penguin tutoring App exceeded one million in May, according to Blue Whale Finance.

At present, penguin counseling kindergarten courses, as well as primary and secondary school subject counseling content has been removed from the shelves. There are only a few family education courses available on the website, priced at 9.9 yuan to 19.9 yuan, covering time management, memory, habit formation, parent-child relationship and learning quality for primary and middle school students.

Tencent Education's existing business covers smart education hardware, education information services, online education, quality education, vocational education, family education and other courses.

The main products include Tencent Classroom, which focuses on vocational education, Tencent Penguin Tutoring, which provides family education, Tencent English Jun, K12 English teaching and evaluation platform, Tencent Kouding, a programming education tool for teenagers, and Tencent Education New College Entrance Examination, a platform for examinees to fill in their volunteer applications. At the same time, it also provides educational information industry solutions for basic education, higher education and educational enterprises.

Compared with research, Tencent's layout of the education track is more through investment. Involving preschool education, K12 stage, higher education, adult test-oriented counseling and training, as well as knowledge payment and other market segments.

Tencent has invested in the courses of higher education and adult education, from Kaochu and New Oriental Online, to Baici Chopping, Zhihu, Luji Thinking, Light class, and wechat reading.

In January this year, Spark Thought received Tencent investment of 100 million yuan; In February, Tencent invested 5 percent in Hunan Anzhi Education, which specializes in campus security, campus life management and campus information services. In July, Guangzhou Miaoke Technology Co., which invests in online vocational education. In August, it invested in Education SaaS service provider Hangzhou Guanghai Technology Co., LTD.

Intelligent education hardware, In March 2021, Tencent Education launched a new product "AILA intelligent homework lamp", in April launched the first linux-based intelligent education computer in China.

On August 13, Tencent applied to register the trademark "wechat Children's Watch Edition", which is classified as education and entertainment internationally, according to Tianyan. Tencent has also been granted two patents related to wearable devices such as watches and wristbands.

Under the education new infrastructure dongfeng, Tencent is also vigorously layout education information business.

Tencent Education launched its "teaching and Training integrated service platform" and "after-school service integrated solution" respectively in September and October this year. The former is based on Tencent cloud audio and video, educational AI, big data and other technologies, for in-school after-school services. The latter is to build a comprehensive management platform for education authorities, training institutions, teachers and parents.

On November 3rd, at Tencent Digital Ecology Conference intelligent education, Tencent Education released the "number Wisdom" campus plan, which will build 100,000 cloud classrooms, build 100 industrial colleges, and officially released the Tencent cloud experimental platform, which will provide free laboratory resources for 1 million college students.

At the meeting, Tencent Education also unveiled its new education infrastructure service model with cloud and AI as its core technologies, and showed its basic education solutions for core teaching scenarios. From teaching, evaluation, campus management three teaching scenes, help digital campus construction.

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