The new hotspot profit model of child training and education industry is clearly favored

Gold Tower Fuchengmen School, a small building of two floors, crowded with parents to pick up children. A mother squeezed to the front desk: "Yan Director, mental arithmetic next period of charge is when?" Don't forget to remind me. "Yan Director is responsible for reception communication matters, she called hundreds of children's name, also like to call them" baby. Wei Wei is one of the "baby". 4934+5672+3895+ ..., a number of 4-digit addition and subtraction, Wei Wei round doodle Small hand Shenra, imagine the virtual Abacus, the teacher's voice did not fall, then reported the correct answer. He's less than 5 years old and is finishing up his math class. Just a year ago, he didn't recognize the numbers from 0 to 9, and 8 was to draw two laps up and down, not even together. Wei Wei's mother made a decision: let his son in the Oriental Gold Tower after all the pre-school, and then directly enrolled in the key primary school sophomore upgrade exam. He is not only studying in mental arithmetic, but also reading English, literacy, pinyin and so on. To this end, Wei Wei's mother has paid more than 10,000 tuition, and she plans to give Wei Wei on the preschool, the fee is 1980 yuan/month, but like all parents, she felt "for children, no matter how much money can be." After it training, English training, for the "Baby" training services, began to do a great way. China Market Intelligence Center "2008 China Education and Training industry research consultancy Report" shows that in the next 5-10 years, China's education and training market potential scale of 300 billion yuan, it training, English training and children's education is the three pillars of training education industry, Education spending has surpassed other living expenses to become the second largest expenditure after food. The Chinese proverb, "three-year-old looking big, seven-year-old looking old", is the most willing parents to spend money for their children's education. A huge market, sometimes it means a complex business. "In Xicheng District, there are more than 350 children." "The 36-Year-old Shore is well aware of the competitive posture he is in. Graduated from the Chinese department, he felt most suitable for his position is to join the authorized director. His present title is: The President of Oriental Gold Tower potential Training School, the chairman of Beijing Oriental Gold Tower Education Management Consulting Co., Ltd. (hereinafter referred to as: Gold Tower). As the headmaster, from his marriage to a Taiwanese daughter-in-law even the Phoenix CEN, and this Taiwanese daughter-in-law is precisely a "master of mental arithmetic." 49 Hebei Parents 2002, 49 Hebei parents, to the Gold tower brought the first opportunity. At that time, married in November 2000, even the Phoenix CEN, do not have how long to do mental arithmetic, but "school" has changed from home to the small alley near the moon-Moon West Street, because Shore a work, the living room is a child, they have no foothold, students from just doing a tutor when the one into dozens of. Shore, this is a little "macho" Shandong man found that, the "Taiwanese girl" she knew on the train was so able to do the whole thing: she was a member of the Abacus Association in Taiwan and was awarded the "10 paragraph" of the highest international mental arithmetic, and he founded the Nobel educational institution specializing in mental arithmetic teaching. MarriedAfter her stay at home, she went back to work, then a bit out of the feeling of being out of hand. "Even the heart algorithm", the Gold Tower, in Beijing's parents ' circle began to be a little famous. Soon after, a Hebei parents took their children into the small alley of the gold tower-he for the child's ADHD, another parent to the Gold tower introduced to him. A free trial class, the child sat down, and can quickly in mental arithmetic a simple addition and subtraction, he immediately reported to the children. According to legend, there are other children from Hebei to come to class every morning, more than 4 are parents wake up, rushed to Beijing, at most when there are 49 children from Hebei. Soon, a Guo surname parents proposed to join the request, hope in Hebei also run a gold tower. At first, even the Phoenix CEN to join does not catch a cold, accurately said, she also some boycott. In Shore's view, his wife is a "less commercial" person, in several interviews, often do not grab words. But Shaw is not. At that time, he and others opened a small cultural company, responsible for the business of him, very clear marketing, brand building and other importance to an enterprise; On the other hand, he feels that the market for children's education is very large, since dozens of students can teach well and have joined the requirements, why not expand? Finally, Shore persuaded even the Phoenix CEN. September 2002, the first to join the school in Hebei, Shore set the price-a fee of 100,000 yuan, of which a pure join fee of 60,000, margin 20,000, training costs 20,000. Almost at the same time, Shore transferred shares of his own cultural company and began to devote all his energy to the gold tower. 2002, moved to Fuchengmen's Gold Tower headquarters straight camp school revenue nearly 4 million yuan, training students more than 1100 people. In 2003, Shore began to implement its own expansion plan. In the second half of the year, nearly 20 franchisees joined the Gold tower. 2002 at the end of the training program and training venues, began to have a place, then every week teachers from all over the country came to about for training, and some joined the school to 20 people, and some more than 50 people. A three-month training, the first step is to develop the teacher's "right brain illusion ability", compared with children, adults learn to do a lot of mental arithmetic, but the requirements of the Gold Tower is: not only to recite a variety of formulas and methods, they must also be in mental arithmetic, so as to find the children Training down, the elimination rate is often more than 50%, the highest one even to the 90%--10 people left one. "Two-fifths of our franchisees are students ' parents and their relatives and friends. Shore said, so many times, he does not need to "find", but in "pick" franchisee. Up to now, the Gold Tower has 294 branches, of which 23 of direct Battalion, 10 in Beijing, joined 272. Franchise fees also rise, from the initial 100,000, to 200,000, and finally 450,000. Five-year itch. But then, from November 2006 to March 2008, Shore stopped joining matters. The immediate consequence is that revenue and profit growth in 2007 has almost ceased. 2007 year income more than 40 million,Net profit of 22%, nearly 9 million, and 2006 profits have been to 8 million. There are two reasons for the adjustment: After five years of development, the headquarters of the continued profitability is not strong, and the support of the alliance to keep up with the expansion of the team, there has been a decline in marginal income, and there are some poorly managed to join the branch, which directly affect the Gold Tower brand. Shore begins with a "longer term plan". The expansion of education and training is nothing more than three categories, one is straight camp, the second is to join, three is straight camp and joined two legs. Huizhong puzzle in the experience of joining the "public relations crisis", the franchise shop or buy back, or adjust, or close, with two years turned into a direct shop. But in Shore's view, "game college talent training is biased in the first-tier cities, but the child education and training market is more fragmented, two or three line cities have a large market, so it is necessary to join temporarily." What he has to do now is to grasp the pace of development. [Next] But VC seems to have come a little early. The education market at the end of 2007, early 2008, became the new favorite VC, Amber Education, Wan Xue education and so on have won tens of millions of dollars in venture capital, and aimed at the youth education and training market, the giant education, in the last September, received qiming venture investment of 20 million dollars. Earlier this year, Shore and a few months of VC signed a framework agreement, the VC valuation Gold Tower 200 million, plans to enter 50 million yuan, to obtain a 25% stake. But in the end, the Gold tower gave up the money. "Because if I had taken the money, he would have asked for something to be done this year, I certainly would not have." "VC desire, always hope that you put all the shop buy back, immediately put the value, profits bigger." "But Shore felt the company was not ready, first of all, once the repurchase, the lack of senior management is a big problem," for example, if the plan is to buy back 60, open 30 new, I will need nearly 100 training in place of the headmaster, and a good assistant, but now there are no these people. " "In addition," What kind of management mode is used in the field of direct shop, these are also discussed. It is a matter of how the income is accounted for and how it is recorded in the economy. "So if you buy back all the stores, the management pressure is huge." Another thing he did in 2007 was the acquisition of 44% per cent of the two other shareholders of the board, one of them has quit the company, "because he always look back, think it is wrong to stop joining, should be able to sell the market are sold, the straight shop sold, and the money has been loaded into the purse is not forgiven." "Shorei admits that when there are disagreements over top decision-making, he is always cheerful and becomes a very strong person." On the other hand, a clear equity structure is also a pleasure for venture capitalists. After the training of some managers in place, he will choose the appropriate VCs to enter, the timetable is expected to be 2008 second half. In 2007, Shore began to "take the money that has been put into the purse," and he bought back 10 campuses in 5 regions such as Qingdao, Shandong province. Shore's plan is to wait in Shanghai for aLine city to establish a direct shop, to join the new growth point, and then the completion of the project model to copy to now operate well, or more business management strength of the franchisee. "I've got the brightest pearl in my head, but if I have more pearls, I can string a necklace." "Shore began to look for new pearls-new profit growth points. Pearl Chain "We have found a chain of pearls." Shore said, smiling, narrowing into a seam. In the past few years and the parents of the communication and every questionnaire, a large number of demand has been popping up. "Can you learn English?" Can we complete all preschool education? Can you come here for counseling after school? ... "The demand of parents, and the experience and ideas of" happy education "in the past few years, is this chain in Shore's view. "My new plan is to continue the original ' one-to-one ' teaching, and the ' one to six ' coaching, because the results are immediate, and at the same time, the creation of full-time preschool classes, once again, to open primary and secondary school classes. Now, he has been in the transformation part of the direct Camp campus, according to each direct school 2 pre-school calculation, light increase venues, decoration costs will be 4 million. Lock the child in the Gold tower, from three or four years old until junior high school, the extra education training is done in the gold Tower-this is the complete chain of Pearls Shore want to string up. On the basis of the original venues, teachers, training forces and joining channels, the marginal cost of this "addition" is relatively small, and the income growth will be obvious. In the premise of excellent mental arithmetic teaching, parents ' viscosity is also relatively high. "Even if the English teaching here is not the best, I still have him here," he said. Just like in your head, stick to it. "Quite a son of the performance of the proud Wei Wei mother, he gave him a lot of classes." After the high level of mental arithmetic, but also to give him the logic of mathematics classes, the name here is "dynamic mathematics." In mental arithmetic, the child dials the abacus thumb and forefinger, is called "The bird's Mouth" or "the small scissors". Shore and even the Phoenix cen marriage, train love at first sight, once is CCTV international Taiwan like to do the program content, but now, on a number of CCTV program couples, the interview content has been from love, marriage, gradually transferred to the cause and children's education. "Happy enclosure" process has gone most of the time, Shore now to consider is how to build a more stable and more beautiful "pyramid."