wen | yulezibenlun ziliang

jinnianshuangshiyijieshuhou，duogexuexijipinpaipilulegaozengzhangyeji：

zuoyebangcheng，xuexijixiaoliangtongbizengzhang263%，renlingxingyediyi；kedaxunfeixuanbuchanlianjingdonghetianmaodexiaoshouguanjun；anjinqirixiaoliangyuchengjiaojinepaixu，haoweilaiqixiaxueersizaitianmaoxuexijirexiaobangpaimingdiyi。

dandangduojiaospicygenxuexijixingyedecongyezhemenshendujiaoliu，queshouhuoledaliangdebeiguanxinxi。

“（tuihuolv）chabuduozai40%~70%”，yiweixuexijilingyudeqianzhubogaosuwomen，dianshangcuxiaoqijian，xuexijituihuolvyouqigao。“youxie（guke）shibuhuiyong，youxie（guke）shiyonglebuheshi，youxieshixiaopengyoubuxihuan，haiyouxieshibujianchiyongdaozhijiazhangjuedebuhuasuan”。

tahaizaishejiaopingtaishanghuyuxiaofeizhelengjingxiaofei：“meiyouyitaixuexijishishenmedouyoude”，“juebushimaihuiqujiunengrangjiazhangjiefangshuangshoudangshuaishouzhangjude”。tongshi，tayepuguangleyixiezhibojianzhubokaolacaiqitapinpailaihuoquliulianghejiazhangxinrendeshouduan，bingshengchengyinweiburenkezheiyangdelinianerxuanzecizhi。

lengjingdeshengyinyelaizixingyeduan。

dangxia，duanshipinpingtaishixuexijixingyezuizhongyaodexiaoshouchangyu，zhibojiangengshichuhuodehexinqudao。luotushujuxianshi，2024niandisanjidu，xuexijixingyezaidouyin、kuaishoudengxinxingdianshangdexiaoliangzhanbidadao64.1%，qizhongdouyingongxianzuida。

“darenjixuexijizuozhibodaihuo，yongjintongchang30%dao40%，youxiedazhubohaiyoujiwandaojishiwandekengweifei。kaolvdaojugaobuxiadetuihuolv，piaoliangdegmvbeihouzuizhongnengshengxia50%dao60%deshijizhuanhua，jiuxiangdangbucuole。“

duoweixuexijilingyudezishenrenshigaosuduojiao，shichangjiduneijuandehouguoshi——zheigexingyekanqilaihenzhuanqian，danshijishanggejiapinpaidelirunlvbingbugao，youxieshenzhihaiyaokuisun。

中国学习平板线上市场渠道销量结构（来源：洛图科技官方微信）

yanxia，zheixiechangshangbingweimingjinshoubing。

xinniangouwujiqianxi，shanghai、jiangsudengshengxinyilunjiadianbutiezhuanxiangzhengcegongbu，xuexijibeinaruqifanwei。“guobu”diejiashuangshierchengweizhibojianxinyiluncuxiaodereci，xiaohongshuyonghufabu“xuexijizhengfubutiezenmeling”debijiyichao5wanpian。zheiyiweizhe，xinyilunxuexiji“yingxiaozhan”yiqiaorankaiqi。

idcshujuxianshi，2023nianxuexipingbannianchuhuoliangbuzuzhinengshouji2%。raner，zheiyisaidaoxiangdangyongji，tuidongjishuxunzhaoxingyeluodiandeaikejigongsiheshouzhengceyingxiangmianlinzhuanxingdechuantongjiaopeijigoutongshijiangmuguangmiaoxianglexuexijishichang。jifanjingzhengzhixia，chanpintongzhihuaxianxiangyuefayanzhong，zheiyechengweixingyexianruyingxiaozhandezhuyaoyuanyin。

shouxianshijishu。2023nian5yue，kedaxunfeifabut20xilie，xuanbuqiwei“quanqiushoukuandazairenzhidamoxingdeaixuexiji”，bingshengcheng“yonghutongguogaichanpinkeyihuodeleisichatgptdetiyan”，zheishiyuqiandaichanpinzuidadebutong。

“xuexijihuichengweizhenzhengdeailaoshi”，fuzexuexijiyewudekedaxunfeifuzongcaizhangjidonggaosuduojiao，aijiangdapochuantongjiaopeilubokeyijingdaodidemoshi，zengjiagengduo、gengzirandehudong，tongshitigongbirengengwendingdeqingxuguli。damoxingyehuibuduanyanjin，jiangbuhuijuxianyusoutigongneng，ershibameigexuekezuotouche，zaiyingyu、yuwendezuowenheyuedulijienenggoutigongzhenzhengde1v1jiaoxue。

多家公司先后发布大模型及产品（来源：官网、媒体报道）

xingyejingzhengzhedejiaobuyebingbuman。xueersictotianmihenkuaijiuduiwaixuanbu，gaigongsiyanfadeyijietihejiangtisuanfaweihexindemathgpttongguodamoxingbeian，beidingming“jiuzhangdamoxing”，bingchengqishi“xueersixuexijideaixinpian”。tongyishiqi，xiaodujiangbaidudewenxindamoxingyinruxuexijichanpin，zuoyebangfabuziyanyinhedamoxing、wangyiyoudaotuichudamoxing“ziyue”，jiuliandushulangyetuichule“mengxianggpt”。

buguo，yukedaxunfeihebaidudengkejigongsiyongyoudamoxingyanfanenglibutong，zhuiganzhemenwangwangzhinengxuanzewaibujishugongyingshang，shenzhilaiziyujingzhengduishou。xueersidejiuzhangdamoxingbeihoujiuyoubaidubaige·ai yigoujisuanpingtaidezhichi，tongshijiezhuweiruandeazure aifuwutishengshujubiaozhuxiaolv，yijicaiyongweiruandeyuyinshibiehewenbenyuyinhechengjishu，youhuahexindeaiyiduiyifudaogongneng。

qicishineirongziyuan。zheigecengmiandejingzhengfashengdegengpinfan，yeshejidemiangengguang。chulemanzufugaibutongnianji、butongjiaocai、butongquyudeyonghuxuqiuwai，youerqimeng、kewaibuxi、zhuanxiangpeiyou、kouyulianxi、kuozhanyuedudengduogeweidudouchengweijingzhengdeyihuan。

zuimingxiandelizishi，2024nianqiujixueqikaishidejiaocaigaige。pingjieyongyouyigekuaisukaifaneirongdejiaoyantuandui，xueersixuanbuquanxianchanpinjinxingneirongshengji，chengweilvxianzhichixinkebiaoneirongdexuexiyingjian，bingqieqiangdiaoqikechengshipin100%youzhenrenluzhi。zuoyebangyejiefabuxinkuanxuexijishipilu，yingjianjiaoyantuanduiyijiehexinjiaocaixiangguanyaoqiuquanxinluzhilekechengneirongtixi。

zheixiezhenduineirongshangdetouruzhijiyonghudetongdian，yechengweixueersi、zuoyebangmenzaijinqishixianshichangfenefanchaodeyuanyin。suiranqitachangshangyezaisuihougengxinlejiaoxuedeneirong，danjiaopeibeijingdegongsiguowangneironghetuanduidejilei，zaineirongfangxiangshangdeyoushigengweimingxian。

buguo，kedaxunfeizheileikejigongsiyezhudongxunqiufangshoufanji，fangshishitongguobanquanhezuolaishixianneirongziyuandekuochong。kedaxunfeixuexijitigongduozhongyingyuyuanbanfenjiduwuhehuiben，yijiguojiadilidengtigongdekuozhanzhishineirong。suirankedaxunfeibingweigongkaipiluxiangguanfeiyongxijie，danjuxingyerenshixiangduojiaotoulu，yaohuodezhuruniujinshuzheiyangdedingjiziyuan，shouquanfeiyongbingbubianyi。

yiweishoufangxingyerenshibiaoshi，gejiapeixunjigougeyoucezhong，zheidaozhicaiyongxiangyingziyuandexuexijichanpinyeyoumingxiande“pianke”，suoyishichangbingbucunzaiyijiaduda。kedaxunfeideziyuanhezuomoshiyeposhixueersikaishizengjiayuwaibudehezuo。2024nian10yue，wutianzhinei，xueersixiangjixuanbuyuquyixian、wanweidengjiaofupinpaihezuo，buchongneirongziyuanchi。

disan，chanpinxingtaihegongnengkuochong，rangchangjinggengduo。2024nian8yue，xueersifabuxuelianjichanpin，erzaicizhiqianzheitiaosaidaodewanjiazhiyouyuanfudao。yuanfudaodexuelianjicaiyongmoshuiping，gongnengcezhongyukehoulianxierfeineirongxuexi，yuanfudaohaiweikedaxunfeidengchanpintigongsoutigongnengbeihoudejishuzhichi。

学而思推出学练机产品，或将猿辅导卷入竞争（来源：媒体报道截图）

xueersidejinruhuojiangyuanfudaoyetuoruxuexijidejingzheng。xueersizhinengxuexifuzerenzhaopuzhengjieshoumeiticaifangshibiaoshi，congzhangqilaikan，xuexijiyuxuelianjiliangzheheyidegailvgengda。tongnian10yue，zuoyebangfabuxinkuanxuexijit30shixuanbu，gaichanpinxinzengxuelianmoshi。gaigongsixiangguanyewufuzerenbiaoshi，lianxizuoweizhenggexuexiguochengzhongfuchuzuiduodeyihuan，xueshengxuyaobasuoxuezhishitongguolianxishixianbihuan。

duici，congchangjinglaikan，chuantongdexuexijipinleigengqiangdiao“xuexi”huanjie，erxuelianjigengzhongshi“lianxi”huanjie。luotukejibaogaozhichu，xueersi、zuoyebangxuelianjidetuichu，jinyibuhangshile“xuelianyiti”defuwuchangjing，kuodaleshichangjingzhengfanwei。

idcgaojifenxishiliuyungaosuduojiao，xuexijishichangbianhuabijiaokuai，toububutongbeijingdewanjiadeshitoudouhenmeng，muqiandegejuqujueyuchanpinjinrushichangdeshijianhequdaodebuju。yejiushishuo，zheigexingyemeiyoujueduidelongtou，youyuchanpinjiazhidefensan，sheinengshixiangenghaodeyingxiaoxiaoguo，sheijiunengnazoushichangfene。

huigujinnianshuangshiyi，douyinpingtaichengweigedaxuexijichangshangdezhuzhanchang。chanmamashujuxianshi，shuangshiyiqijian，douyinpingtaimeitianyouliangsanbaichangzhibozaixiaoshouxuexiji，xuexijixiaoshouegengshizaishuangshiyidangtian“poyi”。yujingdong、tianmaodengpingtaibutong，douyinpingtaichuleguanfang“yingye”zhanghaowai，daliangdisanfangzhanghaoyeyongruxuexijixiaoshou，xuexijihuatidexiangguanbofangliangyidadao41.5yici。

双十一期间抖音平台每天有两三百场直播在销售学习机（来源：蝉妈妈）

qichu，xuexijichangshangzaidouyinshangdeyingxiaozhuyaoyudarenhezuotuiguang，jichangguide“kengweifei+yongjinchoucheng”demoshi。shangshuqianxuexijishichangrenyuangaosuduojiao，tongchangjidarendeyongjinbiliwei30%~40%。danyouyujiaoyuxingyeneirongxiangduichuizhiqiezhuanye，duixuexijichangshanglaishuo，wangwangxianyumeiyouheshidedarenhezuo，“youxieyouhaizidezhubo，yehuichengweitoufangdexuanze”。

yiweizhuanzhicepingzhubogaosuduojiao，ziyingzhibojianzhiwai，changshanghejingxiaoshangzaiguoquyiduanshijianneiyi“ceping”demingyikaisheledaliang“xiaohao”zhibojian。

duojiaoguanchafaxian，zheixiezhanghaorichangneirongjihudoushiweiraoxuexijichanpinzhankai，yibufenshizhiboneirongdeqiepian，lingyibufenshibutongjiaosedekouboyanyi，zhanghaobenshenmeiyouyigewanzhengdulide“renshe”。zhibojiandexingshihenleisi，beijingwangwangliyongppthuozhebaibanzhanshibutongpinpaidechanpinmaidian，zhubojiangjiedezhongdianshi“xiaohuangche”liguachudechanpin，bingqiangdiaochanpincongchangshangfahuo。

多个以“测评”为名的学习机直播间，其背景话术相似（来源：抖音截图）

yushangshutongguorenshedaihuoxiangbi，dierzhongmoshigengweizhijie，zhixuyaozaqianmailiang。

yiweixingyerenshigaosuduojiao，pinpaiyitianzaitouliuchengbenkenengzaijibaiwan，erqiezheibiqianyaochixubuduandetourucaiyouxiaoguo，“nibumailiang，pingtaijiuhuijinixianliu。（guankanrenshu）chaoguo100rendezhibojianquandoushimaideliang”。zheishiyouyupingtaiquzhongxinhuadetedian，daozhipinpaiwangwangxuyaoyizhengtaodezhanghaojuzhenchuanbolairangyonghushuadaoni。

lingyigeshoudaoliuliangyingxiangdeshisousuo。10yuexiabanyue，“xuexiji”debaiduzixunzhishuhesousuozhishuyezaitongyishijiankaishizougao，yonghuduipinpaihepaixingbangdesousuocishuzengjia。xiaohongshushujuxianshi，xuexijidengxiangguancitongyishijianzaiqiguanggaopingtaisousuoliangfanbeizengzhang。jinguanxiaohongshuzhibodianshangshangzaichuqi，danyudouyin、kuaishouxiangbi，xiaohongshuhekedaxunfeidehezuozhanxianchuzhaodaochayihuarenqundejihui。

chuledingjidianshangiphuodonghedacujieduizhibodetedingtouruwai，richangduanshipinzhongcaoyechengweixuexijideyingxiaoyihuan。duojiaociqiancengzhuanwenjieshaozuoyebangyukuaishoudehezuo，shuangfangtuidongbozhupaishejiangchanpinyujiatingshenghuojiehedeshiyongchangjing，rangshangpingoumaijuecezhegantongshenshoudetongshi，tuchuchanpindehexinmaidian，xingchengyouxiaodezhongcao。zheixiezhongchangjingtiyandeduanshipinzaidouyin、shipinhaohexiaohongshushangyeyoujiaohaodepuguangliang。

zaizheixiechangshangzhong，xueersideyingxiaotouruzuiweijijin。lijingyiqinghe“shuangjian”liangdawaibuyinsuyingxiang，xueersibeihoudehaoweilaikuisunyanzhong，zaixuexijishangdechangshirangqikandaoleniukuiweiyingdejihui。haoweilai2025cainiandierjiducaibaoxianshi，xiaoshouheyingxiaofeiyongtongbizengzhang56.4%，dadaole1.819yimeiyuan，qixueersidouyinqijiandianzhanghaofensiliangjinsanbaiwan，yuanchaoqitajingzhengduishou，houzhepubianzhiyoujishiwan。

raner，biduanyebeizhuyibaolu。

chixuliuliangtouruzhixia，darenhezuodezhuanhualvshizuixianbeikaowende，yinweihesuantouruchanchutongchangshihulianwangyingxiaoxiaoguozuizhijiedepingpanbiaozhun。muqian，pingtaifangyouyiguibiduidanbitoufangxiaoguojiedu，renweidarendailaidejiazhishiduipinpaiquanmianrenzhidudetisheng、quanqudaodeyonghuzengzhang，erjiaoyibingbuzhishizaipingtaishixian。

pojiezheiyiwentidejiejuesiludangxiayouliangzhong：qiyi，chudaxiachenshichang，wajuexinyonghu。zuoyebangyingjianyewufuzerenchengfengcengduiduojiaobiaoshi，kuaishouduisixianjiyixiachengshidekehushentoufeichanggaoxiao，suoyiduanqineichanpindebaofaxingtebieqiang，kenengzaiyitianshijianneinengshixianjiwantaidechuhuo。buguo，luotukejishujuxianshi，kuaishoushangzhuyaoxiaoshoudexuexijijiagepubianbidouyin、jingdong、tianmaodengpingtaishangdechanpindi500dao1500yuan。zheiyumuqianchangshangmenpubianzaigaoduanfalidedongzuoxiangbei。

快手直播画风与抖音截然不同（来源：快手截图）

qier，xunzhaoxindechangjing。xiaohongshujikedaxunfeidejiejuefanganshituchu“beikao”changjing，bingpipeibeikaogonglvedebijihexuexivlogdengneirongwanchengzhongcao。shujuxianshi，zheixieneirongdectr（dianjitongguolv）gaochudapan88%，beikaorenqundejindianchengbenyeshizuidide。danmuqianweizhi，xiaohongshubingmeiyouchengweikedaxunfeidezhuyaoxiaoshouqudao，zhongcaodaoyonghuxiadanzhijiandezhuanhuananyijingzhunlianghua。

gengzhongyaodeshi，gaodianshangtuihuolvbeiyangaizaigaosuzengzhangdexiaoshoushujubeihou。

jiezhimuqianmeiyouguanfanghuodisanfangjigouduicidiaoyandeshuju，shangshuqianxuexijixiaoshoutichude“40%~70%”yeyoudaigengjinyibudezhengshi。danshi，duojiaofaxian，xiaohongshu、xianyuyoudaliangdexianzhiershouxuexijichushou，shenzhiyouyonghujiangjihuquanxindexuexijiyiyizhedejiageguachu，heimaotousupingtaishangyouchaoguo2000tiaotousushejixuexijituikuan。

ciwai，weileladongxiaoshou，yixiedisanfangzhibojianjiangdaliangfeipinpaifangzengpinzuoweixiyinyonghuxiadandegouzi，erqizhongdeyinhuanyebuxiao。

“qianmahuluba”zhubozaituijiankedaxunfeixuexijidetongshicheng，keyitigongxueersidekechengneirong，kechengjiangtongguoqikaifadeappmeiritongbugengxin，bingtongguowangpantigong800tdeziyuan。duojiaoliulanfaxian，xiangzheiyangxuexijixiaoshoumoshizaidouyinpingtaibingbushaojian。

duici，shangshuqianzhubogaosuduojiao，gegepinpaixuexijideneirongduiyonghulaishuoyijingxuebuwanle，danrenwuwoyoudechayirenghuiyingxiangyonghudegoumaijuece，zheiyedaozhishangshuzengpinmoshidechuxian。buguo，zheixiezengpinyifangmianpubianchenjiu，zhishiyingxiaodexuetou，lingyifangmiancunzaizhebanquanjiufendeyinhuan。

xuexijideyingxiaozhanyetongyangdadaolexianxia。

xianxiaqudaomuqianrengshibubugao、dushulangdengchuantongxuexijipinpaidezhanlveyaodi。bubugaoguanwangxianshi，dangqianzaiquanguogeshangchang、chaoshi、shudianhetongxunzhuanyingdiansheyouchaoguo1.8wangezhongduanxiaoshouwangdian，zaigeshengquzhuyaochengshisheyouchaoguo230jiakefuzhongxin。dushulangzhongqiyejibaogaoxianshi，jiezhi2024nian6yue30ri，yiyu145gexianxiajingxiaoshangqianyue，kongzhiheji4258gexiaoshoudian。

bujinruci，zheixiechuantongxuexijipinpaiyejiangxianshangdetourugengduodezhuanruxianxia，shangshuzhongqibaogaoxianshi，dushulangzaidouyin、xiaohongshutoufanggengduodeguanggaosuiranzengjialeguanggaozhichu，danxianshangzhibohuodongxianzhujianshao，zhibotuiguangfeiyongdafuxiajiang，tongshi，qijingxiaoshangjinxinglezhengdunheqingli，taotaihegenghuanleweidabiaodejingxiaoshang，bingtongguopeixunqianghualejingxiaoshangdexiaoshounengli。

yuzhixiangsi，xinwanjiatongyangzhongshixianxiadetuozhan。kedaxunfeidongshizhangliuqingfengcengzainianhuishangbiaoshi，yonghuyaozaixianxiamendiantiyanganzhiyihoucaihuizhuanhuagoumai。zuoyebangyingjianyewufuzerenlixilingyecengbiaoshi，hezhinengshouji、pingbandiannaodengdazhongshuxidepinleibutong，jiaoyuzhinengshebeichanpinyonghujishizaizhibojiankanlehenjiudejieshaoyeburumianduimiandetiyan。

处在同一商场的两家学习机门店（来源：笔者拍摄）

tuozhanxianxiaqudaodediyizhongfangshijiushi，kaishexianxiazhiyingdianhuozhejingxiaoshangmendian。duojiaozoufangfaxian，duogechengshishangyedichanxiangmuyiyinrushujiaxuexijimendian，zheixiemendianhuojizhongyushumashangpinquyu，huozaiertonggouwuqu。

buguo，jinzhanquebingburuxinwanjiayuqideneimekuai。kedaxunfei2021niankaishibujuxianxiaquanpinleizhiyingdian，tongshikuozhangxuexijishouquanzhuanmaidian，cengyujinengshixian3000jiadeguimo。dan2024niandisanjiduyejishuominghuishang，gaigongsipilu，jiezhi9yuedixianxiazhuanmaidianshuliangganggangchaoguo1800jia。zuoyebangsuicengpiluxianxiamendianjihubianbuquanguosuoyoushengfendedijishijibie，danbingweigongbujutishuliang。

dierzhongfangshishijinruxianxia“zixishi”，caiyongxiaoshouchanpinhuozheanxiaoshifufeidemoshi。buguo，zheiyimoshicunzaizhengyi。yinweibufenzixishisheyou“duxue”fudaogangwei，yincibeizhiyishibianxiangdejiaopeijigou，cunzaiyidingzhengcefengxian。ruguopinpaiwanquanziying，xianxiadetouruchengbengengshiyuangaoyuxianshang。2022nian《beijingshangbao》cengbaodaoxueersizaibeijingshishui“xuexikongjian”fuwu，danmuqianyisousuobudaoxiangguanyingyexinxi。

yingxiaozhanxuanxiaobeihou，xuexijichanyeluojikenengbingbufuza。zhangjidonggaosuduojiao，“womendeluojijiushibakechengheyoushiziyuanfangzaixuexijishang，rangjiazhangkeyiyicixinggoumai，zheiyangzhengtidejiageyuanyuandiyuanxueqizhifudefeiyong”。zheixiangdangyucongshangyemoshishanggaibianleyiwanganzhouqifufeidejiaopeixingye，youshoufangxingyerenshibiaoshi，xuexijijiushijiangjiaopeishengyibandaolezhinengyingjianshang。

zongheshimianshangchanpin，congpeizhishangxuexijihezhongdiduanpingbandiannaoxiangjin，zhengtiyingjianchengbenbuchaoguo2000yuan。danliuyungaosuduojiao，caiyongfengbixitong、xianzhisuozhuangyingyongdexuexijiyijingtuolilechuantongpingbandiannaodefazhanlujing。xuexijiyichengweiyizhongjiatingjiaoyuchangjingxiadedulizhinengyingjianchanpin，qidazaidejiaoxueneirongziyuan、aidamoxingyingyonggengshitishenglezhengtijiazhi。

中国学习平板市场价位分布及均价（来源：IDC中国学习平板季度追踪报告）

idcbaogaoxianshi，xuexijishichangjunjiazaidierjidujiao2023nianzengjiale500yuanzuoyou，bujinruci，4000yuanyishangjiaweiduandechanpinzhangjiagengshimingxian，gaoduanxinpindefabujiyaleweiyupingjunjiaweiqujianchanpindeshichangkongjian。kedaxunfeigengshizaiyizhongtoubuchangshangzhonglvxiantuichulewanyuanjiaweideqijianchanpin，xueersi、zuoyebangdengchangshangyefenfenbujuqijianjichanpin。

yucitongshi，xuexijishichangzhengxianruyizhongguaiquan，chanpinjiageshangzhangdaidongshouruzengzhang，quebingbunengdailaizhenzhengdeyingli。jishidanpinshoujiazuigaoyida11999yuandekedaxunfeiyenanyipinghengyingkui。jinguankedaxunfeicongweipiluguoxuexijichanpindecaiwuqingkuang，danshoufangxingyerenshipubianyuce，qikenengbingbuyingli。

muqianlaikan，xuexijigengxiangshiyizhongyingduijiaoyuxingyebiangexiadeyingjifanying。kejigongsidejinru，suoduanlechuantongjiaoyudediedaizhouqi，damoxingdeyingyonggengshishuaxinleshehuiduiyujiaoyuderenzhi。duichuantongjiaopeigongsilaishuo，qisuomianlindezhuanxingkunjing，xuexijiyetigongleyigexindejihui。raner，ruhedapogudingsiwei，jiangjiaoyuyujishujiehe，bingxingchengliangxingdeshangyemoshishizheichangyingxiaozhanbeihou，shisuoyouxuexijichangshangdouyaokaolvde。