Research on the American Market Entry and Development Strategy of Gua Gua Long

This paper mainly describes the history and development of American education. Furthermore, it demonstrates the principle of combining mainstream American education methods with children's online education products to achieve high-quality education. Next, it analyzes the pros and cons of Gua Gua Long, a Chinese children's online education product, through courses range, education quality, and brand awareness. Meanwhile, it briefly introduces the development history of Gua Gua Long’s company ByteDance especially for its strong capital and advanced Internet technologies. At the same time, it provides strategic research for entry into the U.S. market of Gua Gua Long. This paper uses comparative analysis to contrast the mainstream American children's education methods such as Waldorf, Montessori, and Reggio Emilia. It is stimulating the size of the U.S. children's online education market with estimation method. The paper analyzes three major competing products, including ABCmouse, Osmo, and Outschool in the U.S children online education market through case study method. To attain an objective outcome, the paper demonstrates the advantages and disadvantages of Gua Gua Long, the strength and future development of ByteDance, and the corresponding strategies for entering the American market. In conclusion, Gua Gua Long should use ByteDance’s advanced Internet technologies and huge financial strength to build its brand, expand product coverage and enhance education quality to meet the demand of the American market. More importantly, Gua Gua Long could take Tik Tok as the entry point to compete in the U.S. market.