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Can Many Neighboring Countries Adapt To The Water And Soil?

2020/8/7 11:19:00 0

TeacherMarketOnlineLanguageEducationNeighboring CountriesSoil And Water

More than a year ago, Yang Lingkai became the first product manager of many neighboring countries in China. Previously, Yang Lingkai was a member of the core team of byte beat and didi travel international products.

However, more than 300 employees have set up a foreign language learning team in Beijing.

Under the sudden outbreak of new coronal pneumonia, TOEFL and IELTS were suspended for a time, which made the duolingo English test (DET) popular in many neighboring countries. Det is an online English test, and its scores are recognized by more than 2000 universities around the world, including London School of economics and economics, Yale University, New York University, Columbia University and other famous universities.

The number of det candidates is still on the rise, especially in China. The total number of candidates has increased 9 times compared with the same period last year. According to the data recently disclosed by many neighboring countries, more than 50% of the current det applicants come from mainland China.

"Many neighboring countries have not conducted any marketing promotion before, and users may come from foreign friends or app store recommendations." When Yang Lingkai visited Beijing offices in many neighboring countries, he was surprised by the large number of domestic users.

Among the neighboring countries, the number one education giant has quietly risen in more than 100 education sectors. At present, there are 300 million users in many neighboring countries and 15 million users in China.

In China, online education is one of the few Internet products that can directly charge users. However, many neighboring countries are different. It provides free services to users, and focuses on technology rather than famous teachers. Many contents are developed in the form of "sharing economy". Such "light" operation mode makes many neighboring countries not fall into the curse of high cost and loss operation of online education.

During the period of byte skipping, Yang Lingkai was responsible for the operation of a social media product on the sea, and experienced the growth of the product from one million to ten million daily live users. However, until now, many of the "online education giants" such as Amazon and Amazon have failed to compete in China's domestic market, but have they failed to compete with other products in the Chinese market?

Fragmentation and game learning

Many neighboring countries were founded in 2012. The founder of Luis von Ahn is from Guatemala. In this small backward country in Central America, the life of people who can speak English and those who can't speak English is very different. After people learn English, their income tends to double. He deeply realizes that learning can change the fate of individuals.

In the end, he got five English certificates from the English teachers in Columbia. Although different groups of users in mainland China insist on the same strategy of presenting free portraits in mainland China.

"Most of the domestic users are young people from the first and second tier cities. They pursue fashion and love life. Some of them learn the language in advance in order to travel abroad, while others are fond of foreign culture, so they learn the local language." Yang Lingkai, who is now the product director of many neighboring countries in China, told the 21st century economic report.

Users can learn 39 languages in many neighboring countries. In Chinese, they can learn English, Spanish, Japanese, Korean, Italian and French. They can also learn more than 30 other languages in English, including endangered Navajo and Hawaiian. The number of users learning Japanese and Korean has exceeded that of Chinese users.

Fragmentation and game learning are the biggest characteristics of many neighboring countries. A unit of more than ten topics, users can spend a few minutes to clear customs. The business model of many neighboring countries is also based on this, and the current profit channels include paid members, advertising and det.

"In 2019, the revenue of paying members in many neighboring countries has reached US $100 million worldwide, accounting for the majority of the revenue." Yang Ling said.

After paying a membership fee of about 70 yuan per month and 600 yuan per year, users can enjoy a group of value-added services, including advertising, offline learning, regular testing and wireless hearts. Getting more hearts is the biggest driving force for users to pay. Many neighboring countries will give users five hearts, just like the life value in the game. When users make mistakes in learning, one will be deducted, and five hearts will be deducted. Users need to review from the beginning to get hearts. After becoming a paid member, users will get unlimited hearts.

"Learning is actually a very boring thing, even if the beginning of a cavity of blood, but it is difficult to adhere to it." Wang Yan, head of the Asian team of several neighboring countries, said, "the characteristics of Gamification can make us stick to it, and we will try more in Gamification."

At present, 3% of the global users in many neighboring countries are paid members. Although the conversion rate is not high, it has brought considerable revenue due to the large base. In the past six years, many neighboring countries have not conducted marketing, which has greatly reduced their operating costs.

Compared with the domestic online English learning app, many neighboring countries are more like a basic product, which is light but simple. Most of its teaching content is translation or dictation of a foreign sentence, while domestic competitors have used mature speech recognition technology to practice oral English through human-computer dialogue, or scene practice through video and animation.

"Our goal is to teach a non basic foreign language person to a medium level level. Listening, speaking, reading and writing are all very important parts, and more oral functions will be introduced in the future." Yang Ling said.

Open content Incubation Platform

So far, the team in many neighboring countries has less than 300 people. How can this support the operation of 300 million users and 39 language learning around the world?

"There are no more than 20 content production teams in many neighboring countries. Some of the 39 languages are developed within their own teams. However, most of the courses, especially some small languages, are actually developed with the help of language lovers from all over the world." Wang Yan, head of the Asian team from several neighboring countries, said.

Many neighboring countries have set up an open language incubation platform. At present, there are about 300 volunteers from all over the world to promote their favorite languages for free. Wang Yan told the 21st century economic report that many neighboring countries provide technology and platforms to build standardized curriculum design formats. After volunteers have designed the content, many neighboring countries have reviewed and approved, and finally exported standardized courses.

How to ensure the content quality of volunteer development? Wang Yan revealed that many neighboring countries have detailed application procedures. For example, when volunteers apply for German course volunteers, they will be asked to write a German composition and an English composition as a preliminary examination. After the preliminary examination, there will be a special person to communicate with the volunteers in bilingual, and then enter the training stage.

Such a product positioning is incompatible with the domestic English learning app. In China, education is an "asset heavy" industry. The teaching and research and technical teams of the head company are often thousands of people. Will the operation mode of many neighboring countries encounter local conditions in the domestic market? In fact, no foreign Internet product has been successful in China.

When Uber and Amazon are not satisfied with the "home grown" products, they will inevitably appear in China. But education products are different from platform products. Users will not only choose one product, but will use multiple products at the same time. " Yang Ling said.

In China, many neighboring countries have set up independent companies wholly owned by the parent company. The founder, Luis von Ahn, serves as the chairman of the board. This reflects the importance attached to the Chinese market, but also faces the problem of how to realize the synchronous operation of a product between the two places in the world.

"In this respect, the headquarters are still willing to delegate power. For example, the designer and I put forward a product demand this week. The headquarters will start developing next week, and then it will be online next week. This speed is an advantage for start-ups. " Yang Ling said.

Opportunities and challenges of det

During the outbreak, many neighboring countries' English test (DET) made it famous in China. The idea of developing det first came from engineers in many neighboring countries, not content R & D teams.

Before that, TOEFL and IELTS have been deeply rooted in the overseas language examination market for decades, while many neighboring countries hope to subvert the traditional offline examination mode.

The test results are expected to be completed 3-250 U.S. dollars in advance, and it takes about 10 hours to finish the test. At present, it takes only two hours for the test takers to take the test at home (49 U.S. dollars) within one month, so they can accept the test within two hours.

"Our engineers believe that artificial intelligence, machine learning, natural language processing and other technologies can be used for English testing. We use the traditional open source question bank, as well as some related resources, and use algorithms to make propositions." Wang Yan said.

Det is completely scored by machine, including speaking and writing. The scoring system has been adjusted and tested for a long time by artificial intelligence technology in order to obtain the same credibility as human examiners. Through technical means, DET can reduce the manual review time in the process of examination evaluation and give test results more quickly.

Compared with technology research and development, it is a more difficult task for det to be recognized by the University, especially the team responsible for the operation of colleges and universities in many neighboring countries is only about 20 people. However, the epidemic has accelerated this process. At present, the number of schools that recognize det scores has increased from more than 900 to nearly 2000.

"There are a lot of academic studies that show that det scores are fair and comparable to other mature language tests. In addition, DET scores are consistent and will not fluctuate unreasonably with the number of examinations Jeffrey tousignant, head of the English Testing Market in many neighboring countries, told the 21st century economic report.

However, a new technology still needs constant testing. In June this year, the media reported that det "test aid" service had appeared in China. Candidates only need to send out their ID cards to find someone to take the test on their behalf.

In order to prevent cheating, many neighboring countries require candidates not to use pen and paper, earphones, mobile phones, etc., to communicate with others, to leave the browser interface during the examination process, and not to move their eyes away from the interface of the test screen. Many examinees are judged invalid because of the strict test rules of det.

According to the above report, there are agencies providing a variety of ways to break through det's anti cheating technology, such as using remote software, or arranging special technicians to deal with det detection and monitoring on site.

"Examination safety and integrity has always been the topic of det's most attention and attention. By combining the judgment of human invigilators and artificial intelligence technology, we ensure that det is as safe and reliable as those going to offline test centers. " Jeffrey tousignant said.

"Of course, DET is a test of great interest to the examinees for their language ability to go abroad. Indeed, there may be a very small number of candidates who want to get higher scores in unconventional ways. Therefore, we are constantly optimizing the safety measures of the examination to ensure that the examination is fair and fair to all candidates. " He said.

 

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