Huanggang Secondary School is how to make a yearly income of 1 billion yuan?

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Pure online education market is not mature, it must be combined with offline promotion, centralized experience, on-line teaching O2O mode.

Article | Xiahong

Internet education is on the verge of breaking out.

Ali, NetEase, Youku, Tencent, Kingsoft and other traditional internet companies have been involved in the field of online education. And abroad, the world-sweeping online education platform "Khan College" has won the investment of Bill Gates and Google.

"Online education has been a fire for two years because a company in the United States has invested 130 million of dollars." "We are betting on which company in China is going to fire," says Wang Jianhong, a Huanggang school principal at the K-12, who focuses on online education (12-year education from primary to high school). But you can also understand that, we look at the future is actually a question mark. ”

Wang Jianhong said online higher education, online vocational training has its successful model, but in the primary and secondary schools online education market, "courseware, products do well, do not sell out how to do?" not just primary and secondary school online education, all the offline tutorial classes have this problem. He said that in the past two years, many VC stare at the online education market, the outside world will think it seems to be suddenly fire up things, but in fact, as early as in the 2002 Huanggang School into the industry, online education began to fire up. 2003 years or so, Peking University High School, Tsinghua attached, Beijing V, Tianjin, a medium-sized seventy or eighty of the well-known secondary schools have done an net.

"We thought a distance education era of cow X had come. But with the passage of time, the online education market in primary and secondary schools only blossom, difficult results, really few success. "Wang Jianhong said.

Wang Jianhong Of course does not doubt that online education is a big cake, but in its vertical K-12 online education, he felt that services, marketing can not stop on the internet, "must be integrated with the offline." Online under the experience point, only through the promotion of the offline to let parents experience, think you are not a liar, let him understand that this is a good product, he will have to buy desire. I think that someone should go to the online service to get out of the mire. ”

The key to selling schools online: offline promotion

Using the famous brand and teaching resources of Huanggang Middle School, Huanggang School has cut into the online education of primary and secondary schools, which is Wang Jianhong called "the trend" industry. Public data show that in 2011, the Chinese primary and secondary school tutorial market size of 274 billion yuan, and the network education market in 2012 market size of about more than 70 billion yuan. "When I accidentally do more than 80 million yuan in Guangdong province, I found that it has such a large ' potential '. Wang Jianhong said, "Huanggang Middle school will at least arouse a part of the ' whenever ', ' generation ' of two generations of memory, we all know that it is a famous high school. ”

2012, as a Huanggang secondary school to join the agents of Wang Jianhong, its founder of the study Road company in the form of shares replacement of its owner of the Huanggang School project. Wang Jianhong after a year, Huanggang secondary school to increase the revenue of hundreds of millions of yuan, joined the campus increased to more than 200, there are nearly 100 direct camp. If not expected, its revenue will be on the level 1 billion steps.

In the 2011, when Wang Jianhong in Guangdong to do the branch business nearly 100 million, school's income is only about 20 million. It was the first generation of schools in the country before 10, and 20 million was clearly not an exciting performance. "It's actually a very strange industry, and franchisees will make more money than we do." "Wang Jianhong said that the Huanggang school has declared that it can get a 300% return," but in fact, the franchisee's return will exceed this figure. I am a franchisee when the sale of 30 million yuan, there will be 10 million yuan profit. Wang Jianhong revealed their cooperation with the franchisee data, "they take products in school discount, the highest is 20 percent."

Wang Jianhong For example, in a small city to spend 100,000 yuan to join a regional market, if a year's revenue is 800,000 yuan, remove rent, artificial, industrial and commercial tax, "the rest is his". Huanggang Secondary School in Chongqing, a franchisee, "a year has more than 10 million yuan of income, even office buildings are their own buy." Even in such a small place as Hunan Xiangxi, a young man who graduated from college soon, he can also sell more than 2 million yuan a year.

"But it's a business that's not a hit." "It's hard to subvert other people's perception of it," Wang Jianhong said. "Famous teachers + Elite + Synchronous teaching + online tutoring" is the mainstream path of the online education industry in primary and secondary schools, Huanggang School is no exception in the way, but in the early stage it has been not smooth, "has been losing money." He later analyzed why so many schools are flowering and difficult to produce, because if you do it all online, "maybe not." Over the years, online education still has a tendency to channel the king.

Wang Jianhong says the online education market is now dominated by two models. A class is like Taobao classmate, YY education such a platform model, "let the content on the platform for trading, it's demand for funds is also very large, people think this is a take-all online education model." But from the current situation, its biggest problem is not to form a strong content provider, its content quality is also difficult to be guaranteed. The other is like Huanggang secondary school, such as the content model. "Whether it is now or in the future, I think the content will not be abandoned."

2008, Wang Jianhong in the time to join agents, groping out a set of their own play, that is, Huanggang Middle School is now practicing the combination of online promotion, centralized experience, online teaching O2O mode. In his judgment, parents in the three or four-line city have not yet formed a boom in online shopping, especially in the purchase of educational products.

"These years people are shouting online education is very hot, will overturn, but in fact shout for so many years, you will find who did not subvert who." In such a process, we need to work with franchisees online to push online education to a high level. "Wang Jianhong said. The industry is very special, its buyers and consumers are not the same person, the child's wishes and parental choice is often inconsistent. "You only get the trust and recognition of parents, you can really sell products." ”

Huanggang Secondary School Online has its own experience shop, is an "intelligent learning center", there are computers, round tables, learning consultants, learning evaluation system, parents can and study consultants like Sharon General communication and communication. "The computer is there, children and parents can go to experience online learning form." "They have signed up to more than 100 well-known experts in family education, which will conduct regular rounds of talks and communicate with parents." "The customers we face are not like the millet phone buyers-they spend a lot of time searching online for technical parameters." But you will find that in fact this online marketing model of fan loyalty is not necessarily very high. ”

Also have a famous brand, products are not too far, why students to choose Huanggang Secondary school? Wang Jianhong's answer is that, because of this, offline promotion has become very urgent. At present, people's awareness of the industry is very low, "even some people mistakenly think that school is to teach people to play tennis schools."

Wang Jianhong himself in an imaginary space industry, but he also found that many of you now look good Internet companies, they need in the early stages of the enterprise to promote their own not widely accepted product concept. He said, for example, Ctrip in the first appearance, let people find online booking convenient and cheap, "we are not responding to the moment." Finally, it must go to the airport, the railway station to promote this model. In his view, Ctrip after the business model may not be better than it, "but, a company in the early stages of an industry, must rely on their own to promote, to go a lot of detours."

Make educational products "simple, standard, easy to copy"

Huanggang Secondary school almost swept all the Huanggang secondary school, senior teachers and enjoy the State Council allowance experts. "We have a strict collective preparation system, school students are actually accepted by a group of teacher counseling." ”

However, Wang Jianhong also admits that no matter the brand, teaching resources, Huanggang and peers there is no significant difference, so how to sell products, forming a replicable model becomes very important. "Simple, standard, easy to copy", Wang Jianhong says this is the business model he pursues.

He is outspoken that an educational product is not about innovation, but about how disruptive it can be to the industry. "Whether it is parents or children, the purpose of the Internet school is very simple, is to let their academic achievements have improved." Many people may attack me to standardize educational products, but from an educational institution's point of view, our aim is to make children learn the best results. "Huanggang Secondary School to the product, business model, learning to do standardized, the purpose is easy to copy and operate," thus forming a scale effect, franchisee as long as the sale of this set of products can be. How to do offline activities, management system, business model we will help them build.

Huanggang Secondary School combines the characteristics of the city of the franchisee to customize local products, creating more than 300 teaching versions of the combined place. "We are building the oldest learning method: Preview, know the key, difficult questions, listen to the classroom, after listening to the online evaluation of their own lectures, we will have some topics for students to do, students can immediately query the answer; "For this, Wang Jianhong will not set a wide variety of columns," This will make the children very dizzy, in fact, I think how to use less time to copy knowledge, effective learning is very important things.

"People will think that online education is not a service, I sold the product to the customer is over, but we will see this as the beginning of the service." "Huanggang School has a network of classes, rewards and punishments, learning program management, learning records management functions to fill the traditional network proofing students management deficiencies." Parents School, online parents ' meeting, short message communication and other measures, also make parents become the main body of school learning. "Consumers and buyers of the product are two people, we will" educate "the buyer, how to be a qualified parent, let parents and children grow up together. ”

"Follow-style entrepreneurship" is easy to have a ready-made market

"If an entrepreneur comes into the industry single-handedly, it will be difficult to find a teacher and build a complete teaching and marketing system," he said. "You see a very good industry," Wang Jianhong said. A lot of people are going to start a business on their own, but in fact it's not as easy as they think.

He combined his entrepreneurial experience to tell people: "Early entrepreneurs are not so bull X, the education market is very large but not with you much." "Everybody praises millet," but this does not mean that Lei succeeds, you can become. You don't have his personal clout, or the resources he has, you feel he's doing something innovative, but in fact he's got a lot of work in the industry.

Wang Jianhong says the biggest problem for startups is not strategy, it's not how to subvert the industry, "and now everyone is encouraging innovation and encouraging an entrepreneurial stance that is alien to others." But in fact, the biggest problem that startups face every day is survival, they don't understand that the money on the paper is enough to send the next month's salary. "He said, for example, in Chaoshan, Wenzhou, the area of business people see what other people do themselves to go up together and make money." "So, for grassroots entrepreneurs, similar to Chaoshan, Wenzhou, such as follow-style entrepreneurship, I think it will be more successful." ”

In the 2010, Wang Jianhong was full of campuses in major Guangdong cities. At that time, with Huanggang Secondary school to do this thing, just feel Huanggang Middle school brand must have influence. "Make money to find this is a big market, but at that time I did not think to subvert what, I am in fact a follow-style entrepreneur." ”

Wang Jianhong that only Huanggang secondary school or more closed, from the brand ownership should contact more prestigious schools, forming a combination of a number of schools to learn the network. "We also have an idea that it can be combined with hardware products such as tablets and screens to develop a tablet that specializes in children and teenagers and become a mobile tool designed to learn." ”