智通财经记者 | 周末 本应专注于学习的智能教育硬件，似乎正在扮演一个"推销员"的角色。 "智能教育助手"变形记 智通财经编辑 | 文姝琪 "感觉买了个学习机，就是为了他后面卖课的。" 张女士的这句话，反映出了诸多购入了作业帮学习机家长的窘境：一款承载着家长对AI教育、名师资源的厚望，售价达数千元的学习机，在实际使用中给 用户留下的最深印象竟是其背后的营销体系。 几个月前，为了帮助"小升初"的孩子顺利衔接初中课程，张女士经过比较，花费四千多元购入了一台作业帮"AI金牌辅导"X50学习机。"因为孩子现在初中课 比较难，我们上班也忙，"张女士对智通财经表示，在她的设想中，学习机本应能分担家长辅导压力、提供个性化学习方案。 然而，这份期待很快落空。张女士表示，学习机内置的基础功能体验不佳：做题、批改功能与普通教辅差别不大，用免费的AI应用"豆包都能搞定"；自带的 录播资源则千篇一律，缺乏个性化的学习方案。 学习上收效甚微，但另一个"新世界"的大门却被悄然打开。张女士表示，作为作业帮核心卖点的"名师资源"背后，许多通往"名师直播课"的操作，都指向一 套固定的流程：先是在学习机上被要求安装微信，继而添加各类"辅导老师" ...

Core Insights - The learning machine market in China is experiencing rapid growth driven by user demand, accelerated application of large models, and national subsidy policies, with sales projected to rise from 3.342 million units in 2021 to 5.923 million units by 2024, reflecting a compound annual growth rate of 21% [1] - The industry is shifting focus from price and channel competition to higher dimensions such as content resources, AI applications, and industry standards [1] - Companies that maintain product and operational leadership while participating in industry standard formulation gain dual authority in technology maturity and market recognition [1] Industry Developments - In 2025, multiple industry standards and evaluation systems will be launched, with the China Academy of Information and Communications Technology collaborating with leading companies to establish technical specifications and assessments in AI learning machines and educational intelligent agents [1] - The "AI Super Teacher" from Zuoyebang learning machine became one of the first brands to pass the evaluation by the China Academy of Information and Communications Technology, focusing on educational applications and demonstrating strong performance in real learning scenarios [3] Market Strategy - Zuoyebang adopted a unique pricing strategy by launching its first AI learning machine in the 2000-3000 yuan range, targeting the demand for high-quality educational resources in lower-tier cities [4] - As of the first quarter of 2025, the 2000-4000 yuan price segment accounted for 57.2% of the market, with Zuoyebang holding a 46.7% market share in this segment [4] Channel Development - The learning machine market is transitioning from primarily online channels to a more integrated online and offline approach, with an increasing emphasis on offline experiences and services [7] - Zuoyebang has been one of the first brands to establish offline channel layouts, covering most prefecture-level cities in China, which serve as key points for brand experience and customer service [7][8] User-Centric Approach - The development of large model technology, diverse user needs, and upgraded channel systems are reshaping the growth logic of the learning machine industry [9] - Zuoyebang's sustained leadership is attributed to its focus on user needs, from targeting the mass market to building AI capabilities and establishing a comprehensive online and offline operational framework [9]

Core Insights - The article discusses the rising trend of AI learning machines as a response to parents' concerns about their children's education during summer vacations, highlighting a shift from traditional study aids to advanced AI-driven solutions [1][4][5]. Group 1: Market Trends - AI learning machines are increasingly viewed as essential tools for personalized education, acting as "AI home tutors" that provide 24/7 support and tailored learning experiences [4][5]. - The demand for AI learning machines has surged, particularly during the summer months, as parents seek effective solutions to manage their children's learning outside of school [1][4]. Group 2: Consumer Behavior - Parents are showing a growing understanding of AI learning machines, actively seeking in-store experiences to validate their purchasing decisions [5][9]. - The presence of children in stores influences parents' buying behavior, as kids are drawn to interactive features of learning machines [42][51]. Group 3: Product Differentiation - The AI capabilities of learning machines have become standardized across various price points, with essential features like homework correction and learning diagnostics now available in mid-range models [19][23]. - High-end models differentiate themselves through superior hardware and advanced AI functionalities, with brands like iFLYTEK leading in sales of premium devices [37][41]. Group 4: Brand Strategies - Companies are adopting different strategies to stand out in a competitive market, with tech-focused brands emphasizing their proprietary AI models and educational content [24][30]. - The integration of AI with human tutoring services is becoming a popular selling point, addressing parents' concerns about the reliability of AI alone [31][34]. Group 5: Consumer Trust and Expectations - Parents are increasingly discerning, valuing practical functionality and long-term service commitments over brand loyalty [68][69]. - Building trust through transparent communication and effective product demonstrations is crucial for brands to secure customer loyalty in the evolving educational technology landscape [67][70].