Small genius products are involved in yellow storms, and the balance of education hardware

Picture source: Oriental IC

Recently, the products of Xiaodongcai were exposed to yellow violence and induced payment, which caused controversy. After precisely stepped on the parents of the parents, its rectification announcement not only failed to calm down the public anger, but was accused of "shaking the third party" and "no sincerity".

Because of the accurate grasp of children's social psychology, the little genius is known as the "apple in the children's field" and is loved by the "post -10". But the controversy has always been like a shadow. Until this time it broke out, where is the mistake? Is the question of small genius just a case in the hot education hardware market?

Apple in the children's field

In addition to the tablet computers involved, the most famous product of the little genius is a children's phone watch, which has established the status of the small genius in the education hardware market today.

In 2015, the first season of "Where's Dad" was hot. Xiaotian captured this node and signed Tian Liang's daughter Senpan and Zhang Liang's son to advertise every day. "No matter where you are, you can find you right away." "Watches that can call", step by step, the consistent brainwashing advertisement words and the enthusiasm of the child star, the small genius phone watch quickly opened its popularity. Although it was doubled than the 360 ​​children's guard watches launched in the same period, the young genius children's watch sold more than one million units in that year, occupying the first in the industry.

When the first generation of young genius Y01 came out, it was aimed at the most basic child safety needs. It set up GPS positioning and calling functions. Parents can contact and master their children's position at any time. Later, with the deepening of development, the functions of small genius telephone watches gradually diversified, including positioning, video calls, monitoring health data, translation of words, taking pictures, etc., and can also access third -party APPs such as music and mobile payment. Some comments lamented, "Except for the glory of the king, children's smart watches are almost no different from their mobile phones."

Among many functions, social functions are the key to small geniuses. If marketing allows small geniuses to show their sharpness, then social functions help small geniuses to truly stand in the education hardware market. The two watches can add a friend to touch the friend. The children can chat, send friends, send gold coins, etc., like the "children's version of WeChat". The seemingly simple "sense of ritual" makes children happy to play, and then rely more on Xiaotian Cai watches.

More importantly, a small genius builds a closed children's social circle. The only password in the circle is a small genius watch, and other products are excluded. At the same time, the software ecology of Little Genius does not open up social software such as WeChat and QQ, which further increases the barriers of the social circle. Some media have reported: "Most of the students in the class are wearing telephone watches, half of which are small geniuses, and they cannot enter the 10th class group without buying."

With high user stickiness and unique social circle, Xiaotiancai firmly grasped the post -10 user base. As of December 2020, the cumulative sales volume of small genius telephone watches exceeded 20 million units, accounting for 31.1%of the children's smart watch market, far exceeding Huawei, 360, Xiaomi and other well -known technology brands, and even called "Apple in the children's field".

But under the light, the controversy of the little genius has not stopped.

Little genius vortex

Children's education hardware innovation is difficult to innovate, and its products on the market are serious. In order to attract more children, small geniuses can only work hard on software and constantly update and optimize functions. However, after the expansion of the software ecology, it does not seem to have the ability to match it, which makes the software be organic. Moreover, how to balance the function of diversified functions and children's protection has always been a problem in front of the genius.

Recently, some consumers have reported that children can search and download a number of bloody, violent and criminal games in the small genius T1 children's tablet computer app store. This type of game does not need to register, unlimited online time, and even the parent's end cannot be completely disabled. In addition, some comic app content has a teasing sexual implication action, "even adults will face red ears after seeing it." Ironically, the exposed product was introduced in the official website introduction, claiming that it set up a "strict selection mall", selected high-quality content required by children aged 0-12, and performed safety inspections before each content.

The "Minor Network Protection Regulations (Draft for Opinions)" mentioned that network products and service providers should establish a sound prevention and addiction system, and shall not provide minors with products and services that induces their addiction. The "Protection Law of the Minor" clearly stipulates that online education network products and services with minors as the target of service targets shall not insert online game links, and may not push advertisements and other information that has nothing to do with teaching. It can be seen that the content of the product is involved in the yellow storm, and the small genius obviously has not been responsible.

A stone aroused thousands of waves. In addition to tablet computers, small genius children's telephone watches were subsequently revealed to induce consumption. Some parents said in the black cat complaint that children accidentally click on paid subscriptions during the use of watches to generate abnormal deductions. The entire process was completed without the confirmation of the parent's mobile payment password, which questioned the supervision and payment process of the small genius handling app.

The "Civil Code" stipulates that in order to restrict the ability of civil behavior, minors over the age of eight years old and or above are agents or approved by their legal agents or approved by their legal agents. Experts point out that the age of a small genius watch is 5-12 years old, and is a child who restricts behavior or has no ability. They cannot make civil behavior beyond their cognition. Therefore, the inexplicable deduction of small genius watches may have been suspected of violations. For consumers' complaints and criticism of public opinion, the small genius announced that it would adopt measures such as APPs that will never be on the shelves, and investigating the entire line of products in the application store. However, the rectification announcement for third -party application software failed to satisfy consumers. Many netizens accused them of "shaking the third party" and "no sincerity".

On July 18th, the Consumers Association of Beijing, Tianjin, and Hebei jointly interviewed the genius to ask about how to conduct safety inspections such as the application store, and issued the "Query Letter" to the small genius, requiring it to be on 7 7 A response to related questions before 28th.

No matter how the function is expanded, protecting children's healthy growth is the first priority. In terms of expanding function and the balance of children's protection, Xiaotian exposed the problem.

Education hardware problem

The content of children's learning tablet is not suitable for children. The small genius of the industry in the industry flipped through the hardware that was purchased for education, but it became a potential factor that endangered the growth of children. Is it an example of the behavior of "playing the side ball" for hardware content? Is there more "gray areas" in the corners that have not been exposed?

Searching for "Children's Watch" in Black Cat complaints that there are problems with "inducing consumption" and "content exceeding the standard", not only small geniuses. There are similar problems with well -known children's watch brands such as Huawei and Xiaomi. This year's 315 party also exposed the phenomenon of children's smart watches into a privacy voyeur. Without user authorization, it can retrieve information such as children's location, face images, recording and other information through equipment, bringing huge hidden safety hazards.

It can be seen that the illegal operation of educational hardware companies is not an example. Behind the small genius incident is the balance between the industry's functional expansion and children's protection. On the one hand, in recent years, in recent years, education hardware tracks have gradually crowded, and market competition pressure has increased. In addition to traditional educational hardware companies such as Xiaotiancai, those who have turned their sights on educational hardware include Huawei, Xiaomi and other technology companies. After the "dual reduction", the transformation agency also gradually made the hardware as a force point.

The threshold of the education hardware industry itself is not high. After more players, the situation of more monks and less porridge has intensified. In order to attract more children, chaos continues to appear.

On the other hand, the incident also reflects the absence of the supervision of the education hardware market. There are various forms of educational hardware such as learning tablets, learning machines, early education machines, children's watches, work lights, and smart speakers. Each one is connected to a large number of third -party application software, but there is no special target for education hardware. Supervision.

However, the supervision is being improved. This summer, the Central Cyberspace Office and other departments have organized a two -month special operation to focus on the high -frequency live broadcast, social, learning APP, and children's smart devices with high frequency of minors. It is mentioned that it will strengthen the content management of smart equipment such as smart watches, smart speakers, tablets such as smart watches, smart speakers, tablets, etc., to check voice, videos and other scenarios, and comprehensively clean up illegal bad information. Moreover, according to public news, the Ministry of Public Security's Network Security Bureau recently held a video promotion meeting of the "Hundred Days Action" of the National Public Security Organs' online security department, requiring heavy punch to strike online obscene pornographic pornography involving minors.

In addition to government supervision, the standard of education hardware industry also needs to be established, and hardware manufacturers should bear the heavy responsibility of content review. In the process of expanding product competition advantages, educational hardware companies such as small genius need more control.

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