The pandemic has brought upheaval in the education market. In particular, the e-learning sector in China has witnessed dramatic growth last year. After the one-year blowout, Chinese edtech giants are consolidating their positions through digital marketing in major social media.

To take advantage of the trend of live-streaming marketing, Chinese K12 giants such as Xue'ers, Yuanfudao, Zuoyebang, and Youdao recently live-streamed free courses in some social media like Douyin, Toutiao, Watermelon Video, Kuaishou, and Bilibili. A report of China's Education Industry showed that in the first quarter of 2021, the viewers of education related live-streaming on Douyin has increased by nearly 200 million and the number of educational accounts on Douyin has increased to 30 million. 

For edtech companies, live-streaming marketing is another way of free-trial marketing. Using free or cheap trial lessons to attract target customers and convert them to regular paid courses have been the go-to strategy in the online education market. On the other hand, Chinese authorities are playing catch up in the regulation of online learning platforms. Earlier this month, the Education Ministry forbade online education firms from offering minors live-streamed courses and games at night, to ensure children getting enough rest.

Edtech companies in this competitive sector seem to have their eyes more on digital marketing than before. However, we have to be mindful when advertising or marketing in the education industry. 

Last month Chinese regulators imposed the maximum penalty on Zuoyebang and Yuanfudao, two of the country’s most valuable edtech startups, for unfair competition amid a broader crackdown on its biggest internet companies. The investigation showed Zuoyebang produced false teachers’ experience and user reviews, and gave misleading details about its services in order to boost course registrations. Also, ​both companies falsely advertised discounted prices to boost registration. A Yuanfudao spokeswoman said that the company had already started inspecting various channels and had removed all the improper marketing banners.

It is important for brands, not just edtech companies, to market their business properly. Marketing for a good cause should be emphasized especially for edtech companies which are benefiting students.

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