In the past few years, with the implementation of the "Double Reduction" policy leading to the decline of the tutoring industry, learning machines have become the top choice for an increasing number of parents to alleviate their educational anxieties, thanks to their advantages in resource integration and efficiency enhancement.
Correspondingly, the sales volume of learning machines has been on the rise. According to monitoring data from AVC Revo, which includes data from JD.com, Tmall, and Douyin, the combined online sales volume of learning machines in 2023 reached 2.092 million units, with sales revenue of 6.28 billion yuan; the combined sales volume and revenue on JD.com and Tmall increased by 18.9% and 38.2%, respectively.
The vast market scale has attracted tech companies such as iFLYTEK and Baidu to take notice, and educational training companies like Xueersi and NetEase Youdao have also placed their bets on the educational hardware sector, leading to a competitive landscape in the learning machine market.
To stand out in the fiercely competitive learning machine market, major brands have begun to adopt different strategies to attract consumers. Their strategies mainly focus on two directions: first, enriching content resources to enhance the scarcity, diversity, and authority of learning materials; second, strengthening the integration of AI with learning machines, continuously iterating the intelligent functions of learning machines, and optimizing the user experience.
Advertisement
It must be said that the investment in content and technology by major AI learning machine brands has driven the growth of the educational hardware market.
Last year, learning machines "fought fiercely" with large models
In 2023, large model technology achieved significant breakthroughs and development. Incorporating large models into products to enhance their intelligent level has become a direction that major AI learning machine brands are competing to layout.
Firstly, large models can improve the intelligent level of products, enabling them to have stronger learning and recommendation capabilities, thereby attracting more users; secondly, large models can be continuously optimized and updated through deep learning technology, enhancing the product's sustained competitiveness; thirdly, large models can also bring more business opportunities and partners to the brand, such as collaborating with educational institutions and content providers to jointly develop and promote intelligent learning products.
AI large models are gaining momentum, and learning machine brands are quickly catching up. According to incomplete statistics, Tmall Genie has launched the Future Genie Z20, a large-screen eye-protection learning machine with both large models and multimodal AI perception capabilities; iFLYTEK has introduced the AI learning machine T20 Pro, which integrates with the Spark Cognitive Large Model; Xiaodu has launched the Qinghe Learning All-in-One Machine, which combines large model technology with personalized education...As learning machine brands have been investing in the research and development and production of large model products, these products have gradually gained widespread recognition and application in the field of education. For users, compared to traditional learning machines, AI large model learning machines can provide a more personalized and efficient learning experience. They can intelligently adjust the learning pace and difficulty based on the user's learning needs and characteristics, as well as an intelligent assessment and feedback system, allowing users to learn more efficiently and improve learning outcomes.
The more human-like and intelligent features of large model learning machines have made them the first choice for many students and parents. According to Magic Mirror Market Intelligence, in the first half of 2023, the sales volume of learning machine products that directly mentioned AI in their titles accounted for 33%, an increase from the same period last year. Moreover, in terms of sales growth rate, these AI-labeled learning machines saw a year-on-year increase of 90.2%, which is faster than the overall growth rate of the learning machine market during the same period.
The trend of large models has been blowing for almost a year, and instead of fading, it has intensified. Major learning machine brands are eager to use AI to enhance their product differentiation capabilities, thereby breaking through in the highly homogenized educational hardware market.
Tech Giants "Carving Up the Market": iFLYTEK and Xiaodu are becoming more and more courageous in battle.
Under the trend of large models, the learning machine industry is facing an unprecedented transformation, with various learning machine brands investing in research and development, hoping to use large model technology to enhance the competitiveness of their products. For example, iFLYTEK has launched the AI learning machine T20 Pro, which can achieve AI one-on-one precise learning, and Baidu's Xiaodu has also launched the Xiaodu learning machine K16 with a new generation of multi-mode precise learning functions.
As is well known, in the field of large models, iFLYTEK and Baidu have significant research and commercial application achievements and hold an important position in the domestic large model market. The iFLYTEK AI learning machine T20 Pro and Xiaodu learning machine K16, based on their own AI large models, have unleashed tremendous energy in the field of learning machines.
iFLYTEK's financial report for the first half of 2023 shows that the GMV of the iFLYTEK AI learning machine equipped with the Xinghuo cognitive large model increased by 136% and 217% in May and June, respectively. Similarly, Xiaodu's educational hardware learning machine shipments are among the industry leaders, and the launch of the new generation Xiaodu learning machine K16 has once again stirred up market dynamics.
Baidu and iFLYTEK, as technologically strong players, not only have a deep accumulation of artificial intelligence key technologies but also possess excellent large-scale industrial landing capabilities. They have an innate advantage in developing and upgrading AI large model learning machine products.
On the one hand, Baidu and iFLYTEK are enterprises with profound technological accumulation in the field of artificial intelligence, which provides a solid technical foundation for them to delve into AI large model learning machines.
On the other hand, Baidu and iFLYTEK are also enterprises with rich experience in the field of AI large model learning machines. They have a wealth of experience in product development, market research, and user needs analysis, which enables them to better meet the needs of users and continuously improve the product experience.In the context of severe homogenization of learning machine functions, the advancement of AI large models has become the key competitive edge for learning machines. iFLYTEK's Xunfei Spark Large Model V3.5 has surpassed GPT-4 Turbo in language understanding, mathematical abilities, and voice interaction capabilities, with its code reaching 96% of GPT-4 Turbo and multimodal understanding reaching 91% of GPT-4V. Baidu's Wenxin Large Model has evolved to version 4.0, significantly enhancing its comprehension, generation, logic, and memory capabilities, with an overall level that is on par with GPT-4.
On the other hand, iFLYTEK's AI learning machine T20 Pro and Baidu's Xiaodu learning machine K16 have both integrated their respective companies' technological accumulations in the field of intelligent hardware, excelling in perception recognition, knowledge computation, and intelligent voice, thereby providing users with a more fluid and convenient learning experience.
Leveraging the capabilities of AI large models, the Xiaodu learning machine K16 can offer interactive guidance across the full spectrum of language arts, including reading, writing, literary accumulation, and poetry appreciation. The iFLYTEK AI learning machine T20 Pro can accurately diagnose a child's learning situation and provide personalized learning plans based on the diagnostic results.
In addition to refining artificial intelligence technology, iFLYTEK and Xiaodu are also continuously improving their educational content offerings. For instance, the iFLYTEK AI learning machine T20 Pro offers over 2.7 million high-quality exam papers from renowned schools across the country, covering all subjects, with continuous free updates.
In summary, technology-driven players like iFLYTEK and Xiaodu are becoming more and more courageous in the fierce competition of AI large model learning machines, achieving a series of advancements and successes in launching new products, updating algorithmic models, optimizing user experiences, and expanding market share.
Academia's "soup drinking": Xueersi and NetEase Youdao are hot on their heels
The vast blue ocean market of educational hardware has not only attracted a host of technology companies to compete but also attracted big players from the education and training field, who have carved out a niche for themselves in the large model learning machine sector with their unique characteristics and advantages. For example, Xueersi has launched the xPad2 Pro learning machine with the Jiu Zhang large model, and NetEase Youdao has introduced the Youdao AI learning machine X20 with the Zi Yue Education large model's native application (Little P Teacher).
As leaders in the field of online education, NetEase Youdao and Xueersi have accumulated rich teaching experience, educational resources, and teaching content, which has allowed the Youdao AI learning machine X20 and Xueersi xPad2 Pro learning machines to establish a solid foothold in the AI learning machine sector. However, the overall layout of the large models by educational and training players has been a step slower, allowing iFLYTEK and Xiaodu to seize the initiative.
Firstly, the educational resources of NetEase Youdao and Xueersi have been tested and verified over the years, possessing high educational value and teaching effectiveness. By integrating and optimizing advantageous educational teaching resources, the Youdao AI learning machine X20 and Xueersi xPad2 Pro learning machines can provide students with personalized and diverse educational content choices, as well as high-quality learning services.
Outstanding teaching content development teams ensure the quality and authority of educational resources. For example, the English educational resources of NetEase Youdao's AI learning machine cover students of all ages and different English proficiency levels, while the mathematical educational resources of Xueersi's AI learning machine include comprehensive content from basic knowledge to advanced applications.It is worth mentioning that MathGPT (Nine Chapters of Mathematical Arts by Xueersi) is a large model in the vertical field of mathematics, centered around algorithms for problem-solving and explanation. It is also the first large model in China specifically designed for mathematics and one of the first educational models to pass the record-filing process. Its expertise in the field of mathematical education is self-evident.
Secondly, NetEase Youdao and Xueersi, based on AI large models, offer personalized learning, intelligent tutoring and assessment, big data analysis, and optimization, providing students with a more intelligent, efficient, and personalized learning experience.
Although AI technology is not the forte of academic institutions, the research and development and application levels of AI technology by NetEase Youdao and Xueersi are continuously improving. For example, the Xueersi xPad2 Pro learning device is equipped with AI conversational learning, on-demand math assistance, and ten major AI-assisted tools, among other intelligent features. The Youdao AI learning device X20, on the other hand, features "Teacher Xiao P" and the virtual personal speaking coach Hi Echo, enabling one-on-one teaching guidance and human-like speaking practice.
Furthermore, NetEase Youdao and Xueersi have high brand recognition and market influence, and have accumulated rich experience in operations and market promotion. These advantages will help promote the product and gain user recognition, further enhancing the competitiveness and market share of AI large model learning devices.
It can be predicted that academic players, with their abundant educational resources, unique applications of AI technology innovation, and strong brand and market influence, are expected to achieve greater breakthroughs and a leading position in the field of AI large model learning devices.
Emphasizing both technology and content, aligning with "value"
In the long term, the development of AI large model learning devices should emphasize both technology and content, aligning with "value," that is, focusing on meeting user needs and creating social value during the technological development process.
User value is the foundation. Enhancing user experience and improving learning outcomes are important manifestations of the value of AI learning devices. Through personalized learning, real-time feedback, and a variety of learning resources, AI learning devices can help students better master knowledge and skills, which is also the direction for AI learning device brands to upgrade their products and services.
Innovation value is a competitive edge. Technological progress and content innovation are key factors to ensure that AI learning devices can achieve better learning outcomes and user experiences, and they are important drivers for the development of the educational hardware industry. Therefore, AI learning device brands should continue to invest and focus on technological progress and content innovation to enhance their competitiveness.
Social value is the cornerstone of sustainable development. The popularization of AI learning devices can reduce the uneven distribution of educational resources, providing equal learning opportunities and resources for a wide range of users, and having a positive impact on society. To meet the needs of different user groups, AI learning device brands should establish a reasonable pricing system to improve the market competitiveness and user acceptance of their products.The AI learning device market is becoming increasingly competitive, and it is not advisable for brands to solely pursue technological advancements while neglecting content. Without the support of content, even the most advanced technology cannot achieve the desired results, and vice versa. Therefore, AI learning device brands such as Xiaodu, Xueersi, NetEase Youdao, and iFLYTEK should focus on the development and provision of content, striving for technological advancement while also valuing the quality and diversity of content.
In summary, technological progress is key to driving the development of learning devices, and the quality and richness of content are important factors in ensuring the effectiveness of learning devices. The AI learning device market is entering a new phase of "value orientation," and this trend presents both challenges and opportunities for the current "meat-eating" technology faction and "soup-drinking" academic faction.