wen | jidianshangyepinglun guxiao

编辑 | 杨铭

guoqu16geyueli，yuanfudaoyingshengshengdizaixuexijishichang，kaituochuyigejiao“xuelianji”dexifenpinlei。suiranyizhibeishouzhengyi，danzai“weilehaizihao”dexushixia，haishidamaile100wantai。

danyuanfudaoyezhidao，zheidianxiaoliangfangzaijiangjiuguimoxiaoyideyingjianshichangqishihaibugou，shenzhibuzuyizhichengyewudeyingli。suoyiwangxiangdongyehaobubihui，zhiyanmingniandemubiaojiushiyaozhuanqianyingli。

yushihu，zaizheiyangdebeijingxia，yitaijianzhidilingxueqianshichang，peiyoucaisemoshuipingheqimengjiaoyuziyuandexuelianji，yibidiyidaiheibaixuelianjiguileshangqianyuandeshoujia，hengkongchushi。

zhibuguo，guanyuxuelianjineixiezuidicengdewenti，birucunzaijiazhi、duihaizishilidezhenshiyingxiang、jiujingshifouyouliyuhaizichengzhang，zhurucileidehexindejiazhiwenti，yuanfudaoyiranmeinengjichuyigelingrenzugoumanyidedaan。

01 墨水屏零护眼，经不起推敲

yuanfudaocong 2021 nianrujujiaoyuzhinengyingjianzhijin，zhituichuleliangkuanchanpin。

yikuanshizhuda“yiliancuxue” demoshuipingxuelianji，qierudianshik12jieduangaopinchuxiandelianxichangjing。congxiaoliangkan，guoquyinian，zheikuanxuelianjimaichu100 wantai，chengle2024 nianshangbannianpinleixiaoliangdiyi。

yikuanjiushizuixinfabude，caisemoshuipingxuelianji。heshangyikuanchanpindingweiwanquanbutong，congfabuhuilaikan，jiangyonghunianlingxiachendao3-6 suideqimengertong。

genjuairuizixunshuju，zhongguoxiaowaijiaoyuzhinengyingjianyixuekeleichanpinweizhu，yuji2027nianshishiyigejinqianyiyuandeshichang。zhidezhuyideshi，gaipinleiyonghunianlinghuoyouzhujianxiachenqushi，bufenxueqianjiatingkaishijihaizipeibeixuexipingban。

yuanfudaohuoxuzhengshikandaolezheigequshi，cai“biechuxincai”chuangzaolexuelianjigainian。congchanpintezhengkan，zuidaliangdianzaiyupingmucaizhi，junxuanzelemoshuipingpingmu。zhengshizheikuaipingmu，chengweiyuanfudaoxuelianji，jiazhangxuangoushiguanzhudezuidamaidianzhiyi——huyan。

moshuipingshifouzhennenghuyan？zaiyuanfudaoxuanchuankoujingli，pingjiemoshuipingwulanguang、feizifaguangtexing（moshuipingyouqianguangyuanhuobeiguangcengzhaoliangpingmu，keyimoniziranguangzhaoshezaizhizhangshangdexiaoguo），weichuyufayuqideertongtigongchenjinzhuanzhudanbushangyandexuexihuanjing。lingwai，duofenyuanfudaodeziliaoxianshi，moshuipingshizhenzhengde“bufaguang，0languang”，wulijibushangyan

jinguanjiance “fanglanguang”muqianshangwuguojiabiaozhun，dancongkexuejiaodukan，“fangjinshijiushifanglanguang”“moshuipingjiushihuyan”shuyukebanyinxiang，jingbuqirenzhentuiqiao。

zaizhihu，yipiankepuyanjiuwenzhangjiuzhichu，richangsuoshuodehuyan，qishijiushiyufangjinshi，yejiushiyufangzaishiwangmoqianxingchengjiaodian，shijiaodiannengzhengchangluozaishiwangmoshang。duiyudianzipingmuhejinshideguanxi，youhenduofuzayinsuzucheng，juebujinjinshiyinweilanguang。

shangshuyanjiutongshizhichu，moshuipingxianshiyuanli，dequeshibufaguang，suoyililunshangbuhuiyoulanguang。danzheijuhuadeqiantishi，meiyouqianguangdemoshuiping，zhizaiziranguangxiashiyongmoshuiping。

lingyouduopianyanjiuzhichu，moshuipingzhiyouzaibukaiqianguangdeqingkuangxia，lilunshangcaibuhuichanshenglanguang。danyidanjiarubeiguang，languangyirancunzai。

buzhiyouyihaishishuhule，yuanfudaoweicenggaozhijiazhangzheiyidian。dangran，gengzhongyaodeyuanyinshi，yuanfudaoliangkuanxuelianji，junpeiyouqianguang，bingqiezairichangshiyongzhongjihubukenengbukaiqiqianguang。

duoweijiazhangjunbiaoshi，haizishiyongjiaoyuzhinengyingjianshi，jihudoushiwanshang。zheiyiweizhe，peiyouqianguangdemoshuipingchanpin，pingmuyoukenengfanguanghuangyan，zaijiashangpingshanhecanyingzheixiemoshuipingzidaidetezhi，haiziyanjinghuigenglei。

yejiushishuo，yuanfudaosuoweidelinglanguangxuanchuan，jihusuanshiyizhonglixiang“shiyanshihuanjing”xiadeshexiang。

gengyouyisideshi，bizhecengshitujiulanguangwenti，xunwenyuanfudaoguanfangkefu，danduifangqueshizhongguzuoyoueryanta，zheiyixingweisuotouluchudejiazhiguan，yerangrennieleyibahan。

ruguoshidanchundeyingjiangongsi，zheiyangdedafusihuwukehoufei，danzuoweiyijiachanpinmianxiangxuelingertongdejiaoyugongsi，zheiyangyouyishidihuibiguanjianxinxi，sihuduoshaoshiquefazerengandetixian。

tebiexuyaozhichudeshi，congcaizhiwulitexinglaishuo，caiseshuimopingyansehaiyuandu，xiangbiyulcdwulunruhedoucunzaichayi。eryuanfudao，xuanzezaimianxiangxuelingertongdexuelianjishangcaiyongzheiyijishu，zuyilingrenyihuo，ertongchengzhangguochengzhongbenxuyaolianxiduihuanjingsecaideganzhi，zhangqichuzaibuzhunquedesecaikongjian，nandaobuhuiduihaizichanshenggengdadewentima？

shijishang，moshuipingbingbushiyigexinqidejishu，congzuizaodedianzishudaogerenpingbandiannao，douyouchangshiguo。wulunshiyamaxunhaishihuawei，yedoucengjijikaifaxiangyingchanpin，danzuizhongdouyinweitiyanwenti，yaomelunweixiaozhongpinlei，yaomeshigancuikandiaolechanpinjihua。

danyouyisideshi，pingjie“weilehaizi”dexushi，xiaoyuanxuelianjiquechenggongjihuolesaidao，shenzhihaiyijuchengweiyazhoudiqumoshuipingpingbanchuhuoliangzuidadegongsi。

02 产品内容仍需练好内功

xuelianjishixuexijijinrujuan“xifenlingyuxuqiu”shidaihoudedianxingdaibiao。

xuexiji、xuelianjiyizizhicha，zuidaqubiezaiyuxuexijiyingyongchangjinggengduoshishangke、zixue，shundaisuitanglianxi；xuelianjizhongdianzaiyuzhinenglianxi，tahuitigongxiaoneitongbulian、danyuanceshi、qimoceshi、cuotidengbutonglianxi。

liangzhesuiranyouqubie，danzhichengchanpincunzaijiazhidedicengluoji，doushineirong。wangxiangdongyemingquebiaoshi，jingzhengshengfushoubushiyingjian、jiage，ershineironghechanpin。

neime，zheikuanshoujia4899yuandexuelianji，neirongshezhifangmianruhe？

congguanfangxuanchuanlaikan，caimopingbanzai3000 huibenjixuntingziyuanwai，haihuichixugengxingengduozhengbanhuiben、xuntingziyuan；heibaipingbanjieru《huanggangxiaozhuangyuan》《juyifansan》《shiyanban》dengjiaofucailiao。

lingwai，weilemanzudilingertongde “kan”“ting” jihudongxuqiu，neiqianleniujinshu、dishini、honghuojiandengjingdianhuiben ip，dilinghaizikeyitongguodiandu、“dadianhua” dengfangshihehuibenneizhideshuzirenhudong。

zheixieneirongqianru，keguanlaishuoyoushangdoukeyimofang——duixiaoyuanxuelianjieryan，zuidahexinchayihuayoushi，shicongyikaishijiuzhudayilianxiweizhu，yejiushishuati。shuatidezhongyaoxingbuyaneryu，zheiyidingweijingzhundiqiezhongleyingshijiaoyuxia，bushaojiazhangdexinsi。

keshi，congshijitiyanlaikan，zheiyigongnengjiazhibingfeiwuxiekeji。qizhuguantidezidongpigaijishubingbuchengshu，bufenzhuguantishenzhixuyaoxueshengbenrenheduidaan。

genju《shandongshangbao》debaodao，youjiazhangfanying，gaijiqidepigaigongnengjingchangchucuo。yeyouxiaofeizhefanying，yushuwaikebentongbubufenjinyoulianxiti，quefayuxineirong，wufamanzuhaizitiqianlejiexiayizhangjiezhishidexuqiu。gengyouxiaofeizhecheng，“zaiyuwenzhuanxianglianxizhong，gushici、wenyanwenqueshi。”

bingqie，jiaocaigengxinyebeixiaofeizhebaoyuanbingbujishi。zhangshaguangbodianshitaiqixiade《xingshipin》jiubaodaocheng，youxiaofeizhebiaoshizaigoumaishixiaoshouxuanchuanchengxiaoyuanxuelianjizhichishanghaihujiaobanjiaocaitongbu，raner，shijishiyongguochengzhongfaxianjiqigenbenbutongbujiaocai。jinguanduocigoutong，shangjiayizhichengnuohuigengxin，danyigexueqiguoqulehaishibuzhichi。

《dazhongzhengquanbao》yecheng，xiaoyuanxuelianjizaichanpinneirongshangrengxuyaolianhaoneigong。youxiaofeizhezaitousupingtaicheng，shiyongguochengzhongfaxianbutongbujiaocai，duocigoutongyizhishuohuigengxin，danshijishangyigexueqiguoqulehaishibuzhichi。

zaiheimaotousu，yeyouzhuduoyonghutousu。qizhongsheji，jiaocaibutongbu、tushuyuedujilei、zhiguantimumeiyoujiangjie、shuxiebirongyituoluo、jiqikadun、heiping，cuotishoulugongnengbuhaoyong，shenzhilianjiandantimu（4+2=7）doujisuancuowudetousu。

zhideyitideshi，youjiazhangtousuzhichu，kandaoleizhipingduiyanjingyoubaohuzuoyongcaigoumaidexiaoyuanxuelianji，shiyongbudaolianggeyueshijian，pingmuzhongyingtebieyanzhong，kefubiaoshishizhengchangde。

buguo，shangshujiazhangrenwei，xiaohaishiyongyiduanshijianzhihou，zaixuexiaodetijianxianshishiliyoumingxianxiajiang，chulexuelianjiweiranghaizishiyongqitarenhedianzichanpin，yincigaijiazhanghuaiyishixuelianjizhongyingdewentizaochengleshilidesunshang。

ciwai，suizheqitajiaoyupinpailuxutuichu“xuelianji、xuexiji、yueduji”sanheyidejixing，gongnengdanyiershoujiagaoangdexuelianji，yezaiyicixianluchuxingjiabilieshi。suiranwulunshizengtianxuexineirong，haishizengtianlianxineirong，doukeyitongguoruanjiangengxinlaishixian，danyinweixiaoyuanxuelianjimoshuipingdetexing，shideqizaishipinjiaoyuziyuandechengxianshang，tianrandaiyoulieshi。

erzaiaishidai，aidamoxingdeduomotainengliheyuyanchulinengli，yebeigejiachangshangrijianzhongshi。wangxiangdongyeshuo，xiaoyuanxuelianjiyaozuodeshiall in “ai+jiaoyufuwu”，ainengliyujiaoyuziyuantongdengzhongyao。“weilaizhinengyingjiandejingzheng，jiangshiainengliyujiaoyufuwudejingzheng。”

chuantongkejigongsizaijiaoyuyingjianshangdeyoushi，yekaishizhujianxianxian，biruyixiexuexiji，kaishiqiangdiaoyindaoshijiaoxue，jiushitongguoaidamoxinglaishixiande。

xiangbieryan，yuanfudaodeyoushi，yiranshizaiyujichujiaoyuziyuan。hebaidu、kedaxunfeidengkejigongsixiangbi，suiranyezaijiamadamoxing，dandicengsuanfa、luoji、tiku，yijidaliangyonghushujuhefankuishang，yuzheixiekejigongsibukebimiandicunzaichaju，xiangrangmeigexueshengdedaozhenzhenggexinghuadejiaoyu，douyouhenzhangdeluyaozou。

zhiyuyuanfudaozuixinfabudexuelianji，suiranbuzaijujiaolianxichangjing，ershiguanzhuhudongshiqimeng。danjumeitibaodao，yiranyuxuexijiheqitaqimengjiaoyuappxiangbi，cunzaidonghuaheshipinziyuanbuzudeqingkuang。

03 猿辅导为何瞄准低龄儿童

gongkaiziliaoxianshi，yuanfudaolishubeijingyuanlikejiyouxiangongsi，gaigongsishik-12zaixianjiaoyushougedujiaoshougongsi，qixiayongyoubanmaaixue、xiaoyuankousuan、yuanbiancheng、haitunaixuedengduokuanzaixianjiaoyuchanpinjishuzineirongchanpin。

muqian，yuanfudaozaixianjiaoyuquanguoleijiyonghutupo4yi。yinzhengcehuanjingbianhua，yuanfudaohuokechengbenjinnianlaixunsupansheng，genju36kebaodao，dao2020nianshujia，yuanfudaomeigeyonghudehuokechengben1500yuanzuoyou，bingqiemianlinxubaolvdidexingyexingnanti。

2021nian，yuanfudaokaishizhuanxingjiaoyuyingjian，shituxunzhaoxindepojufangxiang。zuoweihoulaizhe，zaijiaoyuyingjianxingyekuangbiaotujindeneijinian，yuanfudaochuyubanqueweizhuangtai，zhishitanxingtuichuguoliangkuanchanpinshishui，bingweidaguimotuiguang。

zhidaoxiaoyuanlianxijiyongyikuandanpindabaohou，caizaijiaoyuyingjianshichangyijuntuqi。

buguo，juidcfabude《zhongguoxuexipingbanjiduzhuizong》baogaoxianshi，jinnianshangbannian，zhongguoxuexipingbanchangshangshichangfeneqiansanweirengyoukejixingqiyehuoshichuantongxuexishebeichangshangzhanju：baidu17.5%、kedaxunfei15.2%、bubugao13.8%。

zheiyiweizhe，xuelianjirengranshiyigexiaozhongshichang——jinguanyuanfudaozuodaolequanqudaodanpinxiaoliangdiyi，wangyiyoudao、zuoyebang、xueersiyexiangjituichulexiangyingchanpin，danzaizhenggejiaoyuzhinengyingjianshichang，xuelianjihaiweichengweizhuliu。

zaiwangxiangdongkanlai，zheizhengshixiaoyuanxuelianjizaihonghaishichangdejudajihui。

jinnian8yue29ri，wangxiangdongjieshoumeiticaifangshifenxi，anzhaoxuelianjiweiqianwanliangjideshichang，xianyouk12deyonghuguimowei1yiduo，ruguoxuelianjinengzuodao10%～20%deshentoulv，cunliangdemubiaoyonghuzhishaoyou1000wan—2000wan，zaidiejiameinianxinzengde1000wanshilingyonghuzaifugai20%。

dancongshichangjiaodukan，caimobanxiaoyuanxuelianjishifounengzhongxianshangyidaichanpinrongguang，haiyouzhuduoweizhishu。

yifangmian，genjuxingyefenxirenshizhichu，jiaoyuzhinengyingjianshichangdegaosuzengzhang，shouxianshiyigequcunliangguocheng。jiyuanfudaodengyoujiaoyuziyuanyoushi、tongguoxianshangqudaoxiaoshoudejiaoyugongsi，qiangzhanlebubugao、youxuepaidengzhuyaotongguoxianxiaqudaoxiaoshoudefeijiaoyugongsideshichangdeguocheng。

dangqudaohonglishifangwanchenghou，shichangduiyuchanpindehexinjiazhikaoyanwuyihuijiada。suoyi，xiaoyuancaimobanxuelianjideyingjian、neirongdouhuiyinglaiduozhongkaoyan。bijingconggenbeneryan，qiangdiaolianxidexuelianji，yebingbuzhenzhengjubeigaoshuipingdelianxijianyangongneng，qitigongjijiazhangde，gengduoshipinleitianchongdailaideqingxujiazhi。

lingyifangmian，shichangyijingdaxianggengjiajiliedejiagezhan。juluotushuju，zhongguoshichangxuexijijunjiacongquniansanjidude2644yuan，shangzhangdaojinnianyijidude3409 yuan，youxiahuadaolejinniansijidude2907 yuan。idcshujuyexianshi，zhongguoxuexipingbanshichanggaoduanhuajingzhengyouweijilie。

xiangbibaidu、kedaxunfeitongchicundexuexiji，xuelianjiyaoguishangbushao——zuoyebang、xueersidexuelianjidoudingjiazai3500yuanzuoyou。

tongshi，yuanfudaoyoushizuiguide，xiaoyuancaimobanxuelianji4899yuandejiage，xiangbidiyidaimoshuipingxuelianji3899yuan，zhanglezhengzheng1000yuan。

xiaoyuanxuelianjiyuelaiyueguideluoji，daodishishenme？

zuoweijiaoyuchushijieduan，qimengjiaoyuyibanzhendui6suiyixiadilingertong。dianshangpingtairexiaoqimengchanpinzhuyaoyouzaojiaoji、diandubi、youshengshu、dianzihuabanjixiezibandeng，zhengtilaikanyouchanpintongzhihuaqingxiang、shengchanshanghepinpaiduoqieza，tongyileixingchanpindejiagechayijiaodadengtedian。zhenggeqimengshichang，quefaxianxiangjilingjunpinpai。

congdahuanjingkan，genjuyiguan《2024zhongguo3-6suiertongrenqunxuqiuyuxingweidongcha》baogao，zai2024nian，3-6suiertongjingjichengweixindejuejinsaidao，beishougedapinpaiguanzhu。

xianran，yuanfudaokandaoleqimengjiaoyuhaiweiyouqiangliwanjiadejihui。

“jiaoyushiyigezhangqiqiechixudeguocheng，juyouhenqiangzhanxing。”yiweixingyeguancharenshishuo，“ruguoyuanfudaonengshunlizhanlingdilingertongxinzhi，neimetupoqitazaixianjiaoyuchanpindehuoke、zhuanhua、xubaodetianhuaban，jiuzhaodaolepojujihui。”

buguo，ertongchanpinzuizhongfufeizheshijiazhang，“yikuanzhenduidilingertongdexuelianji，jiuyaojin5000yuan，shizaitaigui。”duoweijiazhangjiumingqueshuo，tamenweihaizimailegezhonggeyangdejiaoyuzhinengshebei——baokuodianduji、xuexipingban、xuexiji、fanyibidengdeng，danzuizhongdoushifangzaijialichihui。“xuexizuizhongyaodehaishixianxiapeiban，zheishisuoyoudianzichanpindoubunengtidaide。”

shijishang，jibiancongyingshijiaodukan，xueshengkaoshizuizhongmianduideyeshishumianshijuan，pingshidalianglianxizhizhishijuanwuyigengrongyijiashenyingshideshuxigan，yegengfuhezuizhongdeceshichangjing。conggongnengjiazhilaikan，yebingbunengdaijijiazhanglixiangzhongdehuyanxiaoguo，tongshizaishiyongtiyanshangyirancunzaibaokuoneirong、xianshidezhuduoquexian。

genju“guangmingwang”dengduojiameitibaodaojiyankezhuanjiatixing，jinshidilinghuadebingliyousuozengduo，0-3suiyingyouerbuyingshiyongshouji、pingban、diannaodengshipingleidianzichanpin，3-6suiyouerjinliangbimianjiechuheshiyongshipingleidianzichanpin，nianlingyuexiao，lianxushiyongdianzichanpindeshijianyingyueduan。“zuihaodehuyan，jiushirangdiling、qimengertongjianshaoshiyongdianzichanpin。”