Competitive Analysis in the Knowledge Payment Market: A Case Study of the “Xuelang” App

Abstract

Considering the rapid development of information technology and the rise of the knowledge-paying era, this paper takes the Chinese online education platform “Xuelang” App as a case study. It employs SWOT analysis to explore its business model and market competitiveness. The study reveals that the “Xuelang” App exhibits strengths in brand influence, diversified course content, personalized learning recommendations, and a profit model linked with TikTok. However, its weaknesses primarily lie in its status as an emerging platform, lack of competitiveness in the K-12 student market, and absence of free courses. Opportunities for the “Xuelang” App include technological upgrades, collaborations, alliances, and increased public acceptance of knowledge payment, all of which can enhance its development prospects. Simultaneously, it faces threats from numerous competitors and inadequate content competitive advantage. Recommendations to ensure future development include technological upgrades, innovative program formats, module enhancements and updates, collaborations and alliances, premium content and knowledge payment strategies, and a blend of online and offline approaches, including leveraging TikTok’s vast global user base to explore markets beyond China.