文|深响 陈文琦

zaitaobaohuoshijingdongshuruguanjianci“bianchengjiqiren”，sousuojieguolinlangmanmu：tamenxingtaigeyi，yourenxingde、tankezhuangde、fangxinghuoqiuxingmokuaipinjieerchengde，duihua、changge、tiaowu、duizhanwusuobuneng，jiagecong70+yuandaojinwuqianbudeng。guanggaobiaoyuzhongdeyiju“zhinengshechong”，rangrenmenghuiqianxiniandaixiaoxueshengmenrenshouyizhidetuomagezi。

danqubiezaiyu，bianchengjiqiren，bingbujinjinshiyigeyangchenghepeibandewanju，chanpinshenshangfujiadejiaoyushuxingcaishizhenzhengdianranzibenreqinghejiazhangfufeiyiyuandegenbenyuanyin。zhengce“ruoyouruowu”deyindao、hulianwangshidaiduibianchengnenglidetuichong、zhongchanjiatingdejiaoyujiaolv，rangtieshang“shaoerbiancheng”、“steamjiaoyu”biaoqiandeshengyishuizhangchuangao。bijing，sheiyebuyuanyirangzijidehaizishuzaiqipaoxianshang。

电商平台上的编程机器人产品

yuqitaxuekeruyushuwaidengbutongdeshi，chulexianshang、xianxiapeixunjigou，bianchengjiaoyudailailexindeyingjianxuqiu，erjiqirenzhengshizuihaodezaitizhiyi。

qushixia，xuduochuizhilingyuchuangyegongsiyongxian，tongxinzhiwu、keyikeji、jingyujiqiren、mimitudeng，youbixuan、dajiangdengjiqirengongsiyezuoqilejiaoyuchanpinxian。geleijiqirendasairuhuorutuzhankai，poyoucongqianaosaidediwei。qichachashujuxianshi，jin5nianlai，jiaoyujiqirenxiangguanqiyezhuceliangzhengtichengshangshengqushi，woguoxiancunjiaoyujiqirenxiangguanqiye637jia。

danshi，jinliangnianlai，chaoshuizaichetui。

juqichachashuju，2020nianxinzengjiaoyujiqirenxiangguanqiye179jia，tongbijianshao2.19%，daole2021nian，xinzengshuzizhiyou48jia，tongbijianshao73.18%。shuangjianzhihou，“lihaosteamjiaoyu”、“steamjiaoyuyinglaichuntian”deshengyinbushao，danshijiqingkuangshi，yucebingmeiyoukuaisuduixian，yiduzaiyijishichangchibaodeshaoerbiancheng、jiaoyujiqirenxiangmujihushimenkeluoque。

“xianzainiyaoshuonishigejiaoyugongsi，（yijishichang）meiyourengenniliao，dajiadoubieryuanzhi。”tongxinzhiwuceowangjianjungaosu「shenxiang」 ，qiqixiademakeblockshiguoneizuizaozhuanzhuzuosteambianchengjiaoyujiqirendepinpaizhiyi。

jiuqiyuanyin，shuangjian、yiqing，waibuhuanjingdailaijidabuquedingxing，steamjiaoyudefazhanbingmeiyouxiangxiangzhongneimeshunli；yucitongshi，shimianshang，bianchengjiqirenchanpinyijiuliangyoubuqi，xiaofeizherenzhidubugao。

yixiechuangyegongsideluojisiluqiaoranfashenglebianhua，huoshizai“jiaoyu”he“wanju”zhijianxuanzeyigegengqingxidedingwei，huoshizhuanxingwangchanpingengbenyuandejiazhi“chuangzaoli”qu。

zheigekansiwubizhengquedexingyedaodinanzainaer？zhenshidechuangxinkongjianshishenme？congyifenshuweimudedaozhenzhengzaihudongshounenglihechuangzaoli，xiaofeizhexintaidegaibianhaiyaoduojiu？

duiyuxingyelaishuo，zheiwuyishichangmalasong。

《机器管家》剧照

STEAM教育的潮水

zuowei“guozhigenben”dejiaoyuxingye，youzhewuxiandekenengxing，steamjiaoyuyiduzhanzaijuguangdengxia。

steamshikexue（science）、jishu（technology）、gongcheng（engineering）、yishu（art）heshuxue（mathematics）wugexuekeyingwendancideshouzimusuoxie，qibenzhishizhengheduoxuekedeyizhongjiaoyufangshi，qiangdiaoxuekederonghexing、duoyuanxingyubaorongxing，peiyangxueshengdechuangzaolihedongshounengli。

zheigecishibolaipin，zai2014nianzuoyoubeiyinruguonei，zaijiaoyushijianzhongchangbeixihuaweisanzhongjiaoyuleixing：kexuesuyanglei、jiqirenbianchengleiheruanjianbianchenglei，yu“bianchengjiaoyu”、“suzhijiaoyu”degainiandouyousuojiaocha。

zhengceduandeqianyinshicijixingyeguimokuozhangdezhongyaoyinsu。

2017nian，guowuyuanyinfade《xinyidairengongzhinengfazhanguihua》zhongteyitiji：“zaizhongxiaoxuejieduanshezhirengongzhinengxiangguankecheng，zhubutuiguangbianchengjiaoyu，gulishehuililiangcanyuyujiaoyuledebianchengjiaoxueruanjian、youxidekaifahetuiguang。” 2019nian，jiaoyubuyinfa《2019nianjiaoyuxinxihuahewangluoanquangongzuoyaodian》，tuidongzaizhongxiaoxuejieduanshezhirengongzhinengxiangguankecheng，zhubutuiguangbianchengjiaoyu。2020nian，jiaoyubuyoufawenbiaoshiyizhidingxiangguanwenjiantuidongheguifanbianchengjiaoyufazhan、jiangqinaruzhongxiaoxuexiangguankechengyijipeiyangpeixunnenggoushishibianchengjiaoyuxiangguanshizidezhengceneirong。gedijiaoyubumentongbutansuohegenjin。

zaichanpinhefuwucengmian，buduanyouchuangyegongsimaotou，yitiaochanyelianyezhujianqingxi，youtob/sdefuwushang，tigongkexuesuyang、ruanjianbiancheng、jiqirenbianchengdeneirong、fuwuhejiaoju，youb2cdedejiaoyujigou。

图源：艾瑞咨询报告

zaichanshuchanpinsiluhebujushi，tongxinzhiwudewangjianjunfenxishuo，tajiangjiaoyuchaijieweisandahuanjie：dicengshiyuanlixingdezhishihejishu；zhongjianshineirongheshizi；shangcengshiyige“chukou”，jikaoshi、shaixuandehuanjie。erxiangbichuantongxueke，steamjiaoyuzhong，duoleyigejichusheshihuanjie，jixiangguanderuanyingjian。

shunzhezheigesilu，tongxinzhiwudemakeblockpinpaibujulezheigeliantiaodetouweihuanjie，zuoweijichusheshidejiqirenchanpinhezuoweichukoudesaishi。qichanpinxianyoumokuaihuadekebianchengdianzijimupingtai「shenjingyuan」、yitihuadebianchengjiaoyujiqiren「chengxiaoben」、zhenduibutongxuexijieduanjiqitaojian，yijipeitaoderuanjianapp。saishifangmian，tongxinzhiwujubanlemakexjiqirentiaozhansai，cong2016niankaishiruzhushijiejiqirendasai。

Makeblock产品线

zaichanpinyanfadeluojishang，wangjianjuntidaoliangdian，yishijiangdichuangzaodemenjian，ershikuodachuangzaodebianjie。

keyikejiceoyangjianbozaiyu「shenxiang」dejiaoliuzhong，jiangcizongjiewei“dimenjianhegaotianhuaban”zhijiandemaodun，jichanpinnengranggengduorenjiandanshangshoupinjie，tongshiyounengzhichigengduowanfa。keyikejiqixiadeqijianchanpinjiaokelibaoclicbot，shiyikuanjiqirenqiuzhuangmokuaitaojian，butongtaozhuangdemokuaishuliangbutong，jiqirendexingtaixuyaoshiyongzhelaipinjiechuangzao。fuyumeigemokuaigengqiangdexingneng，shijiejueyanzhanxingwentidetujing。

tamenzuizhongyaojiejuedewenti，doushipeiyangshiyongzhededongshounenglihechuangzaoli。

jiaoyujiqirencaizaiduogexingye、saidaodejiaochadian，rujujiaosezhongduo，youjutouruxiaomi、baidu，youjiqiren/aigongsi，youwanjugongsirulegao。congchanpinchengxianshangkan，yikaobutongbeijinggejiasiluyeyousuochayi。xiaomitouzi、yujiuhaoguanliandegongsijimudianwangenjujieji、tiqin、pengrendengwanfakaifalebutongmokuaitaojian；dajiangdejiaoyuxianchanpinyou「jijiadashi」 、wurenji、kechengyuxunibianchengpingtai、aijiaoyutaojiandeng；youbixuanhenzaokaishizuorengongzhinengjiaoyu，tuichujiqirenyingjianhekechengtixi；legaozai90niandaijiubabianchengnenglifangdaolezijiadejimuli。

乐高教育线产品

那市场接受度如何？

bukefouren，xuqiushizhenshide。bianchengjiqirendeshiyongzheshixuesheng、ertong，weijiaoyumaidandeshixuexiaohejiazhang，tamendesuqiukeyiguijieweisandian：yishituozhanhaizixingqu、peiyangduiqianyankejidezhangwonengli；ershiweileshengxuetigongchouma，jiqirenjiangpai、zhengshuchengweixindeyingtonghuo；sanshixuexiaoweixiangyingzhengcezuochuxingdong。zaiyingshitizhixia，jingzhengdailaidejiaolvganbukebimian，youciweibianchengjiaoyufufeidegonglixingyusteamjiaoyudeliniansihuxiangbei，danshilinianzhengzaimanmanzhuanbian。

“jiazhangyexiangxiangshouhehaiziyiqizuoyijianshidejihui，erqiezheijianshishigengjiankangdeyizhongyuletiyan，zainianqingyidaijiazhangzhong，jiaolvganzaizhujianjiantui。”yangjianboshuo。

zhengceciji、chanpinchuxian、xiaofeizheduandesuqiu，shijiaoyujiqirenxingyechenglidejichu。juairuizixunshuju，2021nianwoguosteamjiaoyushichangguimo422yi，qizhongjiqirenbianchenglei259yi，ruanjianbianchenglei147yi，kexuesuyanglei16yi，yujiweilaisanniancagr16%。

dansuoweidebaiyishichang，zaijiaoyuzheigeyi“man”weibiaozhixingtezhengdexingye，meineimehaozuo。

《机器人总动员》剧照

教具还是玩具？

shouxianshichanpinwenti，xianzaishimianshangchanpinzhongduo、pinpaifanza，danshizhiliang、xingnengcanchabuqi。henduobaiyuanjiaweide“jiqirenchanpin”zhishikongyouxingtai，gongnengshangfeichangboruo，erqiebeihoumeiyouchongshideneirongzhicheng。yonghuhuoxuyishituxinxian，danhenkuaijiubatafang zaibianshangjihuile。

“jiaoyujiqirenzheigelingyuqishimeiyoutebiegaodejishumenjian，yaozuochulaibingbunan，nandianshizenmequzuodaojiandanyiyong，limianshejidaoyonghutiyan、xitongzhenghe。”wangjianjunshuo。weici，zaijishushang，yaoqujiejuejiegou、dianziheruanjiansanfangmiandewenti。julieryan，mokuaihuadejiqiren，meigemokuaideaiganzhinengli，birushijue、yuyindeng，keyijuedingqipinjiehoudechengpinkeshixiandegongneng。

erqie，gengduojingzhengduishoulaile。

zaishuangjianhou，jiaopeijigoujijizhuanxingzijiu，yidachulujiushizuozhinengjiaoyuyingjian。shuangjianzhiqian，yuanfudao、zuoyebang、xindongfang、wangyiyoudaodengqiyeweilejiangdihuokechengben，zengjialiuliangrukou，jiutuichuleduogezhinengjiaoyuyingjianchanpin。xianzai，gengshi“neirong+yingjian”gengshichengweifalidian，yuanfudaotuichu“xiaoyuanzhinenglianxiben”、banmazhinengxuexijig1；zuoyebangtuichu「tanyang」zheiyizhinengjiaoyuyingjianpinpai；xueersiwangxiaojinqihaifabuzhinengyingjianxuexixitongdeng。

suiranzaixingtaihegongnengshang，zheixiezhinengyingjianchanpinyubianchengjiqirenyoumingxianchayi，danzaijinqianheshijianweidushang，tamendoushijingzhengzhe。

yijiyuleng、jingzhengriyijilie，zaicihuanjingxia，chuizhilingyudezhuanyegongsixuyaogengqingxidechanpinheshangyeguihua。tamenchangmianlindeyigejuezeshi“xuanbduanhaishicduan？” ，zheishilianggeyouzhebuyiyangdeshangyemoxing、chanpinxuqiuhexiaoshoucelvedeshichang。

b/sduandesilushitongguohuobutongguojingxiaoshangxiangjiaopeijigouhexuexiaotigongjiaoju，huoshiyixiezhengfuhezuoxiangmu。

nandianyehenmingxian，yishishuangjianguohouhenduojiaopeijigouzouxiangleguanmendejieju；ershixuexiaokaizhiyusuanhezhengceyouqiangxiangguanxing，suiran“biancheng”zaizhengcezhongbeilvlvtiji，danshibijingmuqianmeiyoudaguimonarukaoshifanwei，yutiyu、meishu、yinledengqitayiyougenggaofenzhidesuzhijiaoyuxuekezaiqiangduoziyuanshibingmeiyouyoushi。

erqiejishigongsinengtigongjiaoju，kechengneirongquefatongyibiaozhun、shizicengmianbuwanshandeshishi，xuyaogongsitigongdeshiyitaogengwanzhengdejiejuefangan，danshisteambenjiushiqiangdiaojiaocha、fasandexueke，kechengzhidingyeyaogengyindizhiyi。duiyugongsilaishuo，xianranchengbengenggao，erqiehennanguimohua。

yiqingzhixia，xianxiajiaoxuehebisaidezhankaishouzu，duiyucongyezheeryan，youshiyicidaji。

zaikandaocduan，bianchengjiqirenchanpinzaixiaofeizherenzhicengmianmeiyouwanquandakai，duiyuhenduojiazhanglaishuo，bingbunenghenhaolijieqijiazhihezai。“youjiaoyushuxingdejiqiren”zheigedingweichanghuixianruyigejiongjing，kewanxingburuwanju，jiagehaimeiyouyoushi，jiaoyuxiaoguoyouhennanpinggulianghua。

yangjianbogaosu「shenxiang」，xianzaikeyikejiclicbotchanpinzhuyaoxiaofeizhehaishizhongchan、gaozhijiating，henduojiazhangzijiyouhulianwanghuokejixingyebeijing，tamenduiyubiaojiashangqiandetaozhuangyougenggaojieshoudu，erqielejiebianchengdezhongyaoxing。

“muqianwomenzaizuodegengduoshijiaoyukehu，zheishigehendadelanhaishichang，xianzaideshentoulvhaihendi”。yangjianboshuo，keyikejiyoujihuatuichujiagegengdiderumentaozhuang，xiyinxiaofeizhe。

可以科技ClicBot的玩法

henduowenti，guigenjiedi，haishisteamjiaoyuyuzhongguoyingshitizhizhijiandemaodun。

“congzhengcededaqushiheduiweilaiderencaixuqiulaikan，steamjiaoyubiranhuifazhanhenkuai，danwentishi，nikeyitongguoshijuanlaikaochazhishi，danshimeibanfaqukaochachuangzao，tabenshenjiubuyinggaiyouyizhidepingpanbiaozhun。”yangjianboshuo。

keyikejiyijiubashichangzhongxinfangzaicduanshichang，bingbayulexingdingyizailejiaoyuzhiqian，“leshihexin，jiaoshijieguo，haiziruguohuizhudongtansuo，jiaoyuyidinghuixiangbanerlai”。clictbotdexianfashichangshihaiwai，guoneixiaoshouliangzaijinliangnianzengsuhenkuai，haikailexianxiatiyandian。

weizengqiangyonghuzhanxing，chulechanpinbenshen，keyikejijiangyibufenjinglifangzailechuangzuozheshequnshang。yonghuzaishequzhongshangchuanzijidejiqirenzuopin，xuexiqitarendechuangyi，guanfangmeiyuehuijubanzhutibisai，xingchengyigejiankangxunhuandeshequfenwei。julejie，muqianzaiappshang，meigeyuegengxindeugcneirongshuliangchaoguo1wantiao。

tongxinzhiwuzezaichanpinxianshangzuochulegengduotansuo。piequ“jiaoyu”，conggengbenyuande“jiejuechuangzaodewenti”chufa，tongxinzhiwuzai2020nianhoukaishelextoolpinpai，tigongjiguangqiegeqidenggezhongzhizaoleigongju。muqian，qizhuyaodechanpinyingshoulaiziyuhaiwai，yonghuquntiyebuzaijinjinshisteamjiaoyudeduixiang。

“zheigefangxiangshizhengquede，bihenduoxutouxunaodedongxihaotaiduole，danshihenbuxingdeshi，steamjiaoyuyaoqishitainanle。xianzaiguoneidebianchengjiqirenshichang，womenmeiyoushedingtaigaodemubiao，jiushunshifazhanba。”wangjianjunrushishuo。

steamshigewubizhengquedelinian，zaizhongguoyujingxia，quehaimeiyouyitaokexingdefangfalun。wangb/sduanzou，shouzhengceqianyinda，shangyemoshifuzhinanduda；wangcduanzou，bianchengnenglizaijiazhangxinzhongdepaimingyuanyuanburuyushuwai、zhonggaokaochengji。ruoyituosteamjiaoyudefazhanzuobianchengjiqiren，huoxuzhihuijigongsidailaizhigu。

duiyuertongjiaoyulaishuo，ruheyujiaoyuleshigezhangqiwenti，jiejuewentidebutongfangshizhengshichuangxinkongjiansuozai。chanpinxingnengdetigao、duianquanwentidezhongshi、jiaoyuliniandezhuanbian，doushixingyewangqianzouyaokaoliangdeyinsu。