On October 8, 2019, VIPKID received a new round of financing of US$150 million led by Tencent, making the unicorn company the focus of public opinion again. According to public reports, this is the tenth round of financing completed by VIPKID in the six years since its establishment. From the smooth sailing of financing at the beginning of its special database establishment, to the double difficulties of policy and financing this year. How did this company rise so quickly in such a short period of time?
What is the current state of the industry as a whole? This article will give you an in-depth understanding of the company and the operation logic of the children's English industry by analyzing VIPKID's perspective. This article will analyze the following aspects: industry analysis Competitive Analysis User value analysis business value analysis Product iteration special database analysis Product Structure Analysis Operational Analysis Summarize 1. Industry analysis The children's English industry is an English training industry that targets children aged 4-12. Because students in junior high school are more mature in mind and have developed language learning habits; in high school, they are more inclined to take exams and have stronger learning initiative.
In comparison, children under the age of 12 have their own special learning characteristics and needs in English learning, and there are also significant differences in teaching methods and models. So why has the children's English industry ushered in explosive growth since 2013? The education industry itself is an industry that is deeply affected by macro special database factors, so we will use the PEST analysis model to explore the reasons behind it. 1.1 Politics level In 2014, the national college entrance examination reform began, in which the focus of the English subject was more on speaking and listening.