2020K12教育培训机构OMO专项调研报告

K12䷸罬㓸阪儬冘OMO┺뀉騫煝䫟⼴All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖3僖╈伄䷸罬鼨⹠䄭僄亍鵠湳㵒⪓㎁⺨眷㰣劆䋯㰣⢢⭴⸊⮟䓪金姳┉佭橻䗯䐂⮽㓹儗䫝⯆◅佭㰣劆㚷㓹儗ꡕ䫝兣♭└佭䄳榟⽰劆㍩⪝⪦ⶼ榟㱧⪓䐂⮽⮊㲓⟊꤄ն⪓㎁橻䗯䎬ⲡ䄖䋯㡏㞑鯸⺨㏐㵨ꡯ簘⪝䄭⺨眷㰣劆氳䋯㰣休ꠑ⪩◇╈㵸㰣䋯㰣⺵佭⻖⚢ⶭ榫⼽儕休ꠑ辍陻倄僿䷒⡾休ꠑ佭⻖⚢注䈒籔湿僄篳榺⺨╄㰣劆յ⺨╄㏐亡劯䩺㲓ꡮ䗯⬅⛼⭴溿⮮ն㏇⺨㏐䋯㰣⯥⺵波⮽⪩◇篪┖䷸罬㓸阪䕄㛄鵠湳┖⹠╯⯥K12䷸罬㓸阪儬冘鲸㵨簒簘鵠鲋㏇篪亡䌋䋯㷤篪┕䷸㰣僜ⱷն䎎⯥橻䗯䫠ⲁOMO䷸罬嘗䌋䡗╙K12䷸罬겅㓊僄愂氳⪩꜄陊㛻ꄈ䷸罬儬冘僿僷鵠鲋OMO㲓朆㏇倄熤鴬ⲡ㍑轑ꄆ榟ն⛙䷸罬儬冘㵒OMO氳杼鉯⽰⬢㚷佭⻖䄖抆⩘⮇㳄Ꝛ⽰㰣⼥ꪫ㵒OMO◲⿁㵨⭴朆⛰熨䑐䒳OMO❠簄䇖⺐佭⻖䄖篺瞿⬢䪭䭃儬冘蛽㏐儗㏐⴬OMO嘗䌋氳⹠㷤陆姳鲹◙齉佭K12䷸罬⚀┯䎎⯥僄䈒⪩䑐氳ꠋ겗ն⺵橻䗯休创╙▽鉯儬冘㵒◇⺵簘㰣劆㛄㰣⽰儬冘䕄㛄篪┖㓸阪氳䘶嫏⽰ꠋ겗儬冘儔全䋯㷤篪┕篪┖䷸㰣┯ⱷ氳阞⮕⽰꧎姳♔⹖儬冘⪩◇㲓亨儗㏐⴬OMO䷸罬嘗䌋氳⹠㷤陆姳撕㰣▊䷸罬꥘㍙篯篲▽儗埠隀溿孨ⲁն儗埠隀溿⪦㍑䷅ꠋⷑ1272♷釙沲⪓㎁26╄泹䄬舅媪⵲յ400㛢╄䄬⹁⪭╈僗䷞ꠋⷑ1209♷僗䷞曎篑╙95%2017䇗⮡亍䄄㏜⮡㡏☕光䋯㛄曎⩝䬠⭴儔全┪槡ⷊ㵨鲜全OMOOnline Merge Offlineⷊ篪┕篪┖注踅⺭氳休创ն舅塝⺨车⺨┯䋯㡏䫓碠㞝⛰㲓朆OMOն橻䗯⹠榟⯥䷸罬车┯俋鷥阡╙⹙䄳陻㔆塜佭OMO嘗䌋氳蛽㏐㲓饨ն企㏇2016䇗撕㰣▊㶩⺸车┯꺙埠䋯䷒▽⹙䄳顫嶏ն2019䇗4僖18仼撕㰣▊䷸罬꥘㍙伺漶䬠⭴纺扦OMO亍䷸罬㏜俍㵨篪┖䷸罬յ篪┕陻爊յ⹙䄳陻㔆յAPP璡㏇⫂氳䢦僗丘䩺⪓䣒鵠䎬䡗篪┕篪┖纭ⲁ氳⪓㏜俍䷸㰣ꠊ朅╙㰣榟䬠❠냖⿁顏յ⪓㏜俍յ╄䓪⴬氳㰣▊⛮뀰ն㏇K12䷸罬겅㓊撕㰣▊曎⩝䬠⭴纺扦OMO嘗䌋䫠⭴⹙䄳陻㔆⽰3ꡙ陻璡OMO⮡亍◲⿁☳䤗儛յ◲⿁յ⫂㳋璡亡ꪫ䧏簘䣒瀃B珸僜ⱷ耇ⱱ䌖겅儬冘鯸㑔OMO嘗䌋ն☜╫佭OMO騫煝芻冎01隀/刧/篾/冽PART ONE技伺儗䥊⼔丘䩺鵠鲋隀溿ꠋⷑ藜䐂榺⪓㎁⺨㏐䷸罬儬冘㖵⫞⹛꺋ն撕㰣▊䷸罬꥘㍙㵨㵒注⪩⟔䕜⟊㳢┘⚢媶꨽儬冘⽰╄☕氳꣰熗⟔䕜նAll Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖╚金全舅└篪⹖♔┖㒮䄬46%儬冘氳㏇陸㰣⼥☕丘㏇500♔┖50%儬冘氳㏇陸㰣⼥☕丘㏇500-50004%儬冘氳㏇陸㰣⼥☕丘飃鲋500010%儬冘氳纡⼥飃鲋100☕49%儬冘氳纡⼥㏇10-100☕╯ꠑ41%儬冘氳纡⼥㏇10☕♔┖⹨┱婟姍騫煝勨卐溸㕈勔䝠⬔└⮽⪠篪㒮䄬ⶭ奃83%┉◅篪㒮䄬ⶭ奃17%└⮽⪠篪㒮䄬83%◅篪㒮䄬13%┉篪㒮䄬4%勨卐䨿㐃㓻䉗10000♔┕ 1%5000-10000 3%1000-499924%500-99926%100-49938%100♔┖ 8%勨卐潨⯼㐃騣㳔气☭俚500☕♔┕ 1%300-500☕ 2%100-299☕ 7%10-99☕ 49%10☕♔┖41%勨卐䨿劔吿ⶔ侷膷⽄䈰☭俚鼨⮇⵲㓊륱㜍█⹇┚▽塝埠隀溿⹇┚塝埠隀溿♔╈㵸儬冘╙╚All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖26%55%11%6% 2%4僖╈┖伄5僖6僖7僖⪭㱚䜨駌╬勔㐌侷㕇勨卐✇僓⺪♨绻┬㜩騦55%儬冘것融㵨⚢㏇5僖䕄㛄篪┖陻爊26%儬冘것融4僖╈┖伄⺎♔篪┖㛄陻☢僗6%儬冘阡╙⮽倄僿䣉耇篪┖㛄陻鲤僿┉◙㏐亡泹♷⽰㒮䄬注簒伺漶╈㵸㰣㏇鲤僿⮇䤉䋯㰣㵒儬冘篪┖㛄陻休ꠑ└舘⪠篪儬冘俋鷥奃┉◅篪㒮䄬儬冘催╙╵鈸ն丘 䩺 篾 冽丘 䩺 ⮇ 冫勔㐌侷㕇✇僓绻┬㜩騦All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖绻┬㜩騦⯼勨卐ꂖ⚷긖╤〘◲㎧걾㝃ꄑ泘⯥㵒◇⮽䈔⛰休⺎♔䕄㛄篪┖㓸阪孨ⲁ♔⹖䕄㛄氳兣♭⽰孲爊璡鲸媆僗伺漶氳䷓瓀乄♭⭴⺐鲹䡗╙儬冘僄╙⪩䑐氳ꠋ겗ն隀溿╈75%儬冘辑炐䷓瓀┘漶㲋佭泘⯥ꪫ║氳僄㛻㍮ꥈնTOP5ꥈ겗⮇⮷佭䷓瓀┘漶㲋յ休ꠑ┘漶㲋յ佡㰚陻寕ꥈյ縏榟簘ꥈ篪┕㱮陻曎⛦ն75%68%47%38%35%33%27%26%22%19%15%14%3%䷓瓀┘漶㲋休ꠑ┘漶㲋佡㰚陻寕ꥈ縏榟簘ꥈ篪┕㱮陻曎⛦朆ꄌ孲碧籬亍榟䦙榟ꥈ篪┕⮽陻曎⛦鴚顠曎냖篪┕㳄Ꝛ䙬鈷㛢⪭㱚䢣燃ⷭⱱ㛻䄳顫訅䍐All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖㵶ꪍ㸉㜩騦⻑溸騦䘒䍳㞝冽儬冘篪┖㛄陻㳄Ꝛ催䄹僷┕⿵熨陻⺱┉╄ꄅ䘶♔篪┖陻╙╚氳㳄Ꝛⶭ奃橻䗯僿ꠑ㳄Ꝛ♜篺ⷧ▽㏇篪䷸罬氳嬲炕㵒篪┕䷸㰣氳阡⺎䈲僗䢦䬠ⶍ⛙㳄Ꝛ♜☱抆洇ꄆ篪┖䷸罬㏜俍նӥ 54%儬冘辑炐㳄Ꝛ催䄹僷♔篪┖陻╙╚鰑♔篪┕陻⢢辍⩘ӥ 30%儬冘辑炐㳄Ꝛ⚢䄹僷簒簘篪┖陻䡝篪┖⹙䄳ӥ⺆僗14%儬冘辑炐㳄Ꝛ䄹僷♔篪┕陻爊╙╚ն77%儬冘辑炐⺱┉╄ꄅ僗飃鲋5䡗氳㳄Ꝛ催╵◇鴲䦫篪┖陻⛙㵒篪┕陻氳꧎姳❤抆㰇㏇ն儬冘⹛꺋ⷊ✳佭⺱┉╄㑔㳄Ꝛ♜㵒㛄陻⺵氳┕陻䎬䌋儔鱳䡗┉舚ն儔全⺎耇⚢㰇㏇⺱┉╄ꄅ篪┖䷸㰣┚篪┕䷸㰣䇜车氳㷀ꪫն簒簘篪┖陻䡝篪┖⹙䄳30%簒簘篪┕陻䡝篪┕⹙䄳2%篪┖陻╙╚篪┕陻⢢辍⩘54%篪┕陻╙╚篪┖陻⢢辍⩘14%㍌⮇╯┉♔┖氳㳄Ꝛ䄹僷♔篪┖陻╙╚6%㍌⮇╯┉♔┕㳄Ꝛ䄹僷♔篪┖陻╙╚17%┉ⶐ♔┕㳄Ꝛ䄹僷♔篪┖陻╙╚40%㍌⮇╯└♔┕㳄Ꝛ䄹僷♔篪┖陻╙╚37%All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖83%儬冘辑炐橻䗯⯥⻤陱鲋OMO嘗䌋☢僗17%儬冘辑炐橻䗯⯥媆僗⻤陱鲋ն✘㐃泯䝠⯼/⻑儱⻲⻾ꁩOMO埛䑑榺◇儗䥊⼔劫儗丘䩺╚金全舅撕㰣▊⺭⛼儬冘ⶭ奃⺎耇┚车┯丞⛮姢䇖㰇㏇⢏䄑㲓ꡮ䗯⬅╈儔⻤陱鲋OMO氳儬冘ⶭ奃䈒院奃儗丘䩺催냖ն橻䗯僿ꠑOMO䷸罬嘗䌋逈냖겐曎㏐䇯嫚䫓阥⽰㲛⚩儬冘阡湳曎㏇湿僿鲆鵮괈ⶍ91%儬冘辑炐㏇橻䗯⺵⻤陱鲋OMO嘗䌋ն㚷嫱橻 䗯 ⯥橻 䗯 ⺵橻䗯⯥橻䗯⺵83%91%17%9%媆⻤鲋⻤鲋All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖丞⛮全洇㛻鼨⮇儬冘⻤鲋OMO嘗䌋⛙72%儬冘辑炐㵒◇OMO嘗䌋┘㜁▽鉯ն㸉OMO埛䑑溸◗闌瓨䍳28%ꪝ䅻杼鉯耇岳咠辑鳮湳鷺㞝⛰㲓亨40%耇杼鉯⛙陱┘岳┘湳鷺院䓃╫⢢25%┘岳咠⛙僗⪪飯▽鉯䘶湳鷺院䓃╫⢢7%┘择▽鉯█媆⪪飯湳鷺䓃╫㲓亨28%40%25%7%㸉OMO埛䑑◗闌瓨䍳All Rights Reserved 撕㰣▊䷸罬꥘㍙撷儹䢦僗䌖榫休꧎嫱伺⭴㚲2020䇗4僖泯䝠⯼/⻑OMO☋⿣❈氠䝠⬔橻䗯⯥K12䷸罬겅㓊╈OMO哮䒞鲸媆僗逈㞝塝䇯嫚㲛⚩⛙㏇┉◙曎⩝后㵗OMO䷸罬嘗䌋氳❠簄䇖⺐氳䫠ⲁ⽰䏆⿏╯┖僗◙╈㛻㑔儬冘䄖篺䋯㡏ꃾ榫OMO嘗䌋䷸㰣◲⿁ն儗埠⹇┚隀溿氳儬冘╈43%儬冘辑炐㏇橻䗯⯥✳榫鲋OMO嘗䌋氳䷸㰣◲⿁ն榺◇儗䥊