The E-learning Miracle

According to recently published Taobao statistics, the sales volume of its educational program in the three months from April to July 2013 exceeded that of the whole year of 2012. The year 2013 witnessed a gross volume of more than RMB one billion. However, the company claims that it cares more about the daily UV (unique visitor) flow than trading volume. The number of unique visitors that log on to the website and how many take part in the learning interaction are deciding factors for its business prospects.

In times of big data industry, Taobao has the advantage over its competitors. It is now working on how to draw more customers and increase hits, and how to improve the platform to ensure a better experience for both content providers and consumers. Of those with the ambition to join in, the two types of operators that are most welcome are either versed in both the rules of E-business and the rules of education, or know how to provide products that best serve students. Anyone with these combined abilities will strike Taobao gold.

Taking into consideration the large sums invested in e-learning, its users spend relatively little. Around 66.7 percent of online purchasers intend to spend less than RMB 50 on each lesson. And bearing in mind that Chinese Internet users are used to “goods for free,” E-learning companies await a more mature market.

Interaction is integral to education. In comparison to the animated discussions between teachers and students in actual classes, those in visual classes often seem casual and fragmented. Recently, MOOC has experienced dramatic development in China. But in spite of its popularity, only five percent of users persist in their courses and obtain their academic certificates. The learning process is hard, even for college students who sign up.

Better updating of users’ experience is the key to further development of online learning. Customers must be willing to pay for their study and find it an edifying process. Pei Binfeng, who is in charge of the xue.taobao.com program, told his colleagues to accept that, for years to come, this endeavor will be a public welfare undertaking, rather than one solely for profit.