Can Parents Trust AI Teachers? Competition Heats Up (AI Translation)
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文|财新周刊 范俏佳,陈怡莹(实习)
By Caixin Weekly's Fan Qiaojia, Chen Yiying (Intern)
“我已经被割了无数次韭菜了。”在接触到AI学习机之前,秦新已经数不清为孩子的教育设备埋过多少次单。从小学时期的点读机,到初中时期的电子辞典、可扫题的家教机等。孩子总是乘兴而来,又因为资源不适配、课程无用等“败兴而归”。
"I've been taken advantage of countless times," says Qin Xin, who couldn't recall how many educational devices she had purchased for her child before discovering the AI learning machine. From electronic reading pens in elementary school to electronic dictionaries and homework-scanning tutoring machines in middle school, each new device had initially sparked enthusiasm, only for her child to lose interest due to mismatched resources and useless courses.
但最近秦新还是动了给孩子购买AI学习机的念头——孩子最近半个月都坚持去邻居家和朋友一起用学习机自习,月考成绩有所提升。
However, recently, Qin Xin has been contemplating buying an AI learning machine for his child. Over the past two weeks, his child has consistently gone to the neighbor's house to study with friends using a learning machine, and his monthly exam scores have improved.
在平板电脑市场下行的大趋势下,学习平板近年却大幅增长。国际数据公司IDC的《中国平板电脑跟踪报告》显示,2023年全年中国平板市场出货量同比上年下降4.5%。而根据市场调研机构洛图科技(RUNTO)数据,2023年学习平板市场的全渠道销量达472.1万台,同比增长8.1%;2024年第一季度,中国学习平板市场线上全渠道(含拼多多、抖音、快手)销量为68.9万台,同比增长79.9%。
Despite the overall downturn in the tablet market, the educational tablet segment has seen significant growth in recent years. According to the International Data Corporation's (IDC) "China Tablet Market Tracker Report," tablet shipments in China for the entire year of 2023 saw a 4.5% decline compared to the previous year. In contrast, market research firm RUNTO (洛图科技) reported that sales across all channels for educational tablets reached 4.721 million units in 2023, an 8.1% increase year-over-year. Furthermore, in the first quarter of 2024, online sales of educational tablets in China, including platforms such as Pinduoduo, Douyin, and Kuaishou, soared to 689,000 units, marking a 79.9% year-over-year increase.

- DIGEST HUB
- The AI learning machine market in China is booming despite a downturn in the overall tablet market, with an 8.1% increase in educational tablet sales in 2023.
- Parents like Qin Xin are investing in AI learning devices due to improved features, including AI tutoring and parental controls, which help address children's educational needs.
- Chinese educational hardware incorporates region-specific content and shows higher adoption rates compared to Western markets, which favor online learning platforms.
Qin Xin, a parent, has frequently been disappointed by various educational devices purchased for her child. Each new product initially sparked enthusiasm but eventually resulted in disinterest due to misaligned resources and impractical courses [para. 1]. Recently, she noticed an improvement in her child's exam scores after using an AI learning machine at a neighbor's house, prompting her to consider buying one [para. 2].
Despite a declining overall tablet market, educational tablets have grown significantly, with shipments in China rising to 4.721 million units in 2023, an 8.1% increase year-over-year [para. 3]. The rise in demand is influenced by pandemic-induced changes in educational scenarios and the "double reduction" policy [para. 4]. Learning devices are now the most popular educational hardware, chosen by nearly 70% of parents [para. 5].
In Europe and America, AI teaching tools are typically provided online, whereas in China, parents prefer hardware solutions that do not rely heavily on the internet [para. 6]. Initial AI learning devices had limited capabilities, but since 2023, advancements in large AI models have vastly improved these products [para. 7]. Established firms like BBK Electronics and Readboy, as well as education companies like TAL Education and NetEase Youdao, are leading the market, supplemented by tech giants like iFlytek and Baidu [para. 8]. Market competition is intense, and in the first quarter of 2024, the top four brands held a 49.8% market share, an 11.3% decline from the previous year [para. 9].
AI is reducing the time students spend on repetitive tasks, although its full potential remains to be seen [para. 10]. The "Double Reduction" policy and home-based learning during the COVID-19 pandemic have triggered a revival in the learning tablet market, with shipments nearing 4 million units from Q4 2021 to Q2 2022 [para. 11]. Large AI models like OpenAI's ChatGPT have introduced new industry development opportunities [para. 12].
Educational applications of AI differ between Western and Chinese companies, with Chinese firms often developing vertical models to address local needs [para. 13][para. 14]. Companies are leveraging model distillation and other techniques to implement these models in educational hardware [para. 15]. Teachers and education experts play a crucial role in designing successful educational products, despite the machines' growing capabilities [para. 16]. Large models are expected to enhance product capabilities, from language learning to real-time problem-solving [para. 17].
AI learning devices now feature advanced functionalities supported by machine learning, natural language processing, and other technologies, enabling personalized learning [para. 18]. While current AI abilities in devices still fall short of real teachers, they are improving rapidly [para. 19]. Large model applications in education aim to address key issues using specialized models tailored to educational needs [para. 20].
Companies face challenges like high costs for training and inference, limiting rapid development in large models. The synergy between production and model application is crucial for iterative improvements [para. 21]. The market's competitive landscape increases operational costs but also allows for long-term gains by potentially reducing the need for multiple models to support various functionalities [para. 22].
Current AI technologies mainly enhance knowledge acquisition and problem-solving but are yet to redefine educational philosophy fundamentally. Progressive educational reforms, such as "large unit teaching," emphasize holistic understanding and real-life application of knowledge [para. 23]. Practical applications of AI, like reducing repetitive tasks and fostering independent learning, are gradually reshaping classroom roles [para. 24]. The government's "Education Informatization 2.0 Action Plan" aims to leverage technology to promote educational equity and quality, transcending traditional geographical limitations [para. 25].
Despite significant strides in AI integration in education, its primary role remains an assistant rather than a replacement for teachers, highlighting ongoing efforts to balance technological advancements with educational equity and holistic student development [para. 26].
- BBK
步步高 - BBK (步步高) is an established education consumer electronics company mentioned in the article. It has mature offline channels and supply chain systems, making it a significant player in the AI learning machine market. The company, along with others like Readboy and internet tech firms like iFlytek and Baidu, is competing in the increasingly crowded market by leveraging AI technology and large models to offer advanced educational products.
- E-reading Technology
读书郎 - E-reading Technology, known for its brand "读书郎" (DushuLang), is one of the established educational consumer electronics companies mentioned in the article. They possess mature offline channels and supply chain systems, competing in the growing AI learning machine market influenced by the "double reduction" policy and the advent of large AI models.
- TAL Education Group
好未来 - TAL Education Group (NYSE: TAL) is an education company that has transitioned towards education technology. In response to China's "double reduction" policy, TAL has invested in the learning device market. Their new learning machines incorporate proprietary AI models such as "Zi Yue," focusing on providing personalized, AI-supported educational assistance. TAL's learning machines have driven significant content solution revenue growth, highlighting their pivot to integrating advanced AI technology into educational tools.
- NetEase Youdao
网易有道 - NetEase Youdao, an education company, has ramped up investments in the AI learning device market, leveraging its educational resources. Their new AI learning machines, incorporating proprietary educational models like "Ziyue," have seen significant adoption. CEO Zhou Feng highlights enhanced Q&A interactions as a key feature underpinned by AI advancements.
- Zuoyebang
作业帮 - Zuoyebang is an education company that has intensified its efforts in the AI learning device sector, adapting to the market shift following China's "Double Reduction" policy. It is one of the industry players leveraging AI large models to enhance their learning machines and improve features such as AI tutoring. These advancements aim to provide personalized educational support and tap into the growing demand for intelligent learning hardware.
- Yuanfudao
猿辅导 - Yuanfudao is an education company that has increased its presence in the AI learning machine market. They focus on leveraging their rich educational resources to develop AI-powered teaching tools. The company's AI capabilities aim to provide personalized learning experiences and have introduced models supported by large AI models. Their goal is to enhance educational outcomes by integrating advanced AI features.
- iFLYTEK
科大讯飞 - iFLYTEK, a technology company known for its AI capabilities, has launched new learning devices featuring its proprietary "Spark Cognition Model." Their products offer multi-subject Q&A, personalized recommendations, and interactive features akin to human tutors. In 2023, iFLYTEK's AI learning devices saw significant Y-o-Y growth, recording a 136% increase in May and 217% in June. iFLYTEK leverages AI models to support education technology and expand its market presence.
- Baidu
百度 - Baidu, an internet technology company, has ventured into the AI learning device market with the development of new learning machines that integrate their "Wenxin Yiyan" large model. This reflects Baidu's strategy to leverage its AI capabilities in the educational sector, competing with other major players in offering advanced AI-supported educational hardware.
- 2020:
- The China Children and Teenagers' Fund released the 'Who Can Deeply Understand Children's Hearts—2020 Children's Observation Report.'
- From the fourth quarter of 2021 to the second quarter of 2022:
- The Chinese learning tablet market shipped nearly 4 million units, marking an 18% year-over-year growth.
- 2022:
- The growth rate of China's educational smart hardware market surged significantly since this year.
- November 2022:
- OpenAI released the ChatGPT system, which initially achieved the phenomenon of general cognitive intelligence.
- 2023:
- Tablet shipments in China saw a 4.5% decline compared to the previous year, while the sales across all channels for educational tablets reached 4.721 million units, marking an 8.1% increase year-over-year.
- 2023:
- The market size reached 80.7 billion yuan, a year-on-year growth of 29.53%.
- Since 2023:
- The global popularity of large AI models brought new opportunities to the industry, prompting rapid improvements in learning devices.
- March 2023:
- Khan Academy swiftly launched its AI tutoring tool, Khanmigo, based on GPT-4; Duolingo introduced Duolingo Max, and Chegg announced CheggMate.
- As of May and June 2023:
- The GMV of iFlytek AI learning devices increased by 136% and 217%, respectively, compared to previous periods.
- First quarter of 2024:
- Online sales of educational tablets in China soared to 689,000 units, a 79.9% year-over-year increase.
- First quarter of 2024:
- The combined market share of the top four brands stood at 49.8%, reflecting an 11.3% decline compared to the same period last year.
- First quarter of 2024:
- TAL Education ranked first in both sales and revenue for educational training enterprises.
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