Line down Melee

Absrtact: China's online education Web site is a platform-and-community innovative mode of operation, trying to seize the traditional education market position. But so far, they are still playing a marginal role in the future, how to transform the Chinese traditional education system for the purpose of examination, still

"China's online education Web site is a platform-and-community, innovative mode of operation, trying to seize the traditional education market position." But until now, they are still playing a marginal role in the future, how to reform the Chinese traditional education system for the purpose of examination is still a suspense. "

January 22, 2013, Century Jia Yuan founder gong on Sina Weibo began to recruit for his new career 91 foreign Education network. She resigned less than one months ago. ceo,91 Foreign Education Network is her husband Guo new founded in November 2012, an online English teaching website.

"This is a thriving market," she said, confidently on her microblog. The internet will soon be a way to reinvent the traditional education industry. ”

Internet Data Research Institute CB Insights Research shows that from the second quarter of 2011 to the second quarter of 2012, the United States a total of 235 online education companies absorb 1.37 billion U.S. dollars of wind investment money.

In China, although the tipping point for online education has yet to come, many startups have entered the market, and 10 of American-listed traditional education groups have long been involved in the field of resource placement online education.

But at the moment, these online education sites are only at the edge of the entire education system, and they offer more online coaching and workplace training, and it's still a mystery how they will reinvent China's overall education system for exams.

Platform operation

China's online education website has encountered two problems when it was first founded, one is the lack of educational resources and the other is how to attract more users.

The course is done in partnership with small and medium sized educational institutions, most of which are free. And the multi-bay network from the beginning of their own education and training model to become a platform for the operation, and both lectures and classes are not charged.

In the November 2011, Wang and the Child left the Kingsoft PowerWord, the creation of a network of lectures. When Wang or PowerWord CTO, he is responsible for the online English education community.

Donews founder Liu Yan, former Jinshan CFO Wang Donghui 3 million Yuan Angel investment, in July 2012, the network also obtained Bertelsmann Asia fund more than tens of millions of dollars in a round of investment.

On the Internet, schools can complete the recruitment, booking courses, dispatching teachers, arranging teaching and other offline operations. The instructor only needs to record a video, each time the video is broadcast, you can get an additional course playback.

At first, Wang invited a group of Haidian teacher to lecture. But he quickly found that the use of the Internet classroom students have not been trained, the student's time has been occupied by the school's schoolwork, and parents may not be willing to let their children online learning, the rate is not high.

As a result, in June 2012, Wang to the 18-35-Year-old, willing to accept online education and can determine their own consumption of the crowd, the opening of language, examination, textual research, such as the future, salary-linked courses. They call these courses "just needed".

The strategy of the network is to work with educational institutions to gather teachers ' resources to lecture on the platform, divided into 3% to 15%. Wang said: "The biography network is not very famous, to talk about." "They found that the small and medium-sized organizations are more active, with the education network to cooperate with the school to study in the new waterway, Hong Yi Postgraduate Entrance Examination, the benefits for the exchange of 20."

Wang said: "Online education is a trend and when it's hard to say." According to the track of the new Oriental to go, it is certainly impossible to surpass the new Oriental, only through other ways, online way, relatively inexpensive, rapid promotion of brand. "Today, there are twenty or thirty classes on the Internet, and four thousand or five thousand people attend classes." Most courses are free.

Unlike the network, the multi-bass network tries to make itself a more open platform--------------anyone and any organization can teach on this platform.

Three years ago, Chen Guangtao from HP Sales team, and two friends together 150,000 Yuan venture. One of the two friends is the head of the ladder English Training school, and the other is Chen Guangtao's college classmate who worked as an architect at IBM. They hired two interns and rented a two-bedroom apartment at the top floor of a teacher's dormitory in Beijing Jiaotong University to start building Daigo nets. This is the predecessor of the multi-bay network.

At that time, they asked their teachers, compiling textbooks, leaflets, advertising, enrollment, in the traditional way to the online education to the online, to make people workplace English training. 2011 Years in the Daigo Network has 20 U.S. and Canada foreign teachers, paid courses of students on average a class of seventy or eighty people, the highest peak can have more than 200 people at the same time in class, realize the profit.

But then, when talking to innovation workshops, they found that they were too slow to provide educational resources, and that they made the site a platform for the team's Internet technology advantage. January 2012, Chen Guangtao with 10 People's team stationed in the Innovation Workshop office, multi-bay platform on line.

This is a platform for free online virtual classrooms. The teacher has an appointment for class time and the students are in place on time. The teacher is online to demonstrate and explain the teaching materials in real time, and the classroom can communicate through the message window in real time: "Do you hear me clearly?" It's too quiet. The course of the event was recorded as a video and placed on the website for students to look back.

On the Web, classes and lectures do not need to pay money, or even register can attend lectures. According to Chen Guangtao, there have been more than millions of students who have studied in the bay. He said: "Now not consider the profit, more in the accumulation of users, expand the impact." ”

Line down Melee

For the traditional education giants, many new online education sites are a huge challenge. And what they have to do is to quickly keep up with the tide and play their own offline resource advantage.

As early as 2000, the new Oriental online has been established. The third year of operation, met with SARS, many people can not go to school classes, the first time users found online learning this way. That year the new Oriental online created millions of revenue.

New Oriental long-term accumulation of brand effect, for the new Oriental online to bring a vast number of potential user groups. In the new Oriental line of the school has not yet been layout to the region, the new Oriental online learning products just make up for the market vacancy. But the new Oriental online is not only the complement of offline schools, its structure is more similar to an internet company, New Oriental online employees are from the market, including the product department, Technology research and development departments, marketing departments and so on.

Some of the teachers from the new Oriental Line school selection, more directly from the market selection. Chang, its head, explained to the southern Weekend correspondent: "The new Oriental online courses are richer and more abundant than the new Oriental schools, and the way teachers are taught under the line is not necessarily suitable for online promotion." ”

The average price of the new Oriental Course is about 2/3 of the offline price. In 2012, New Oriental paid more than 200,000 subscribers, earning more than 200 million, but still less than 5% of the group's total sales.

Interestingly, the new Oriental traditional education giants are expanding online, and many online education websites are also launching an offensive on the new Oriental.

The Nineth class, which appeared in 2012, took the form of "teaching under online enrollment". Founder Ma Yuan is a man who studied physics at Shanghai Jiaotong University and Columbia University in the United States.

He remembers that the first class was in the office of the Nineth Soho Classroom in Beijing, "The first class, the teacher and 15 students are my friends".

After the first lecture, the Nineth classroom received a lot of attention, coupled with micro-blog, watercress and other social networking sites spread, many teachers take the initiative to find the door.

The Nineth Class A class price 50 to 100 yuan, average weekly classes 40, more focused on the weekend, sometimes a day to open 20 knots. The website has 917 classes to date and has enrolled in 5576 students. Since 2013, the Nineth class has been exempted from the 19% Commission fee previously required by the tutor, hoping to attract more instructors to teach by reducing costs.

Community survival

"Learning is very boring stuff, no one to learn together, do not know how to persist." Xu, vice president of the network, told the southern Weekend correspondent. In the industry, many people are as aware as Xu that simple teaching courses are difficult to sustain, and to maintain stickiness, it is necessary to become community.

In the words of the industry, this is from the age of 1.0 video broadcast to 2.0 online interaction. Nearly two years of new admission of entrepreneurs have begun to pay attention to community building.

2009, the network tried video products, such as Waseda University, Rosetta and other institutions of video learning products, the results found that the market response is not good, the product renewal rate is not high. Xu said: "Video is the most traditional form, 40 minutes to sit there watching teachers than gestures, students can easily turn off, this time spent money, may not be renewed later." ”

Later, the network used its own forum community advantages, imitation forum in which someone posts, back to the landlord, the form of the writing industry, the curriculum integrated into the network class platform, where there are opening ceremonies, graduation ceremonies, classes to select the Monitor, study Committee, students can choose to sit at the same table, to see the pace of the study of the deskmate. This has increased the user's renewal. Today, the total revenue of the net is 40%.

New Oriental Online is also ready to launch a new personal learning Center in April 2013, on the platform users can choose their own learning tools, courses, have their own teachers, students, the platform can also with Micro bo, micro-letter, search linked together.

New Oriental Online director Chang in 2011 through the new Oriental online one-stop learning platform found that the same interactive products used by very few people, now began more people use. "For the users, life is the Internet, they want more participation, the center can become their Internet learning Life Center." "she said.

Multi-bay Web page looks more like microblogging, everyone and other community sites, personal relationship network users published a new course, the page as a micro-blog as much as a new message. Chen Guangtao founder, said: "Learning relationship is very hard, students first interested in you to come back to the lectures, the product itself has social factors, you need social." ”