10 traps and 5 kinds of "death methods" in Chinese online education

Online education is now booming. Perhaps the next market value of hundreds of millions of, billions of of the big shot in the middle of the industry was born; Of course, who also said no good, perhaps many players next month will be Tencent, Ali, Baidu received under the under, or become online education martyrs, became dead on the beach of the heroes. Among them, K12 and online language field is the hottest, the potential risk is greatest. But whether you have a little or a break, the pitfalls of online education are well worth the vigilance of practitioners or those who want to join the group. To this end, Tencent Science and technology to visit the new Oriental, learning, Hu Network, ape questions Bank, Smart Guest network, and many other online education executives, about online education on the road of those traps and experience, in order to let later people go more smoothly ... Trap 1: The view is too narrow, only stare at the school, many students online education entrepreneurs did not see clearly, was attracted by the dazzling market, by the "education" two words confused. When it comes to ' education ', it immediately comes to the K12 (basic education Stage), the university, the kindergarten, the concept is too narrow, and excessive pursuit of the concept. Education is a bigger market, it is a big concept, can not keep a close eye on the school, students this market. Of course, like all Internet industries, online education is the first to be the product of the entrepreneur, to hit the user pain point. This is the cornerstone of everything. As Hongcheng education Chairman Yellow said, the current online education is not lack of demand, the lack of good products and services. Trap 2: Institutional and technological constraints have not found a good technology to really rush into online education. Product model is only the current school teaching mode of simple technology imitation upgrade, learning boring, passive, students do not pay. China's education sector is relatively conservative, closed, the outside world is difficult to enter, MOOC (for the school's online education) one into the schools, immediately by the policy, the principal, was the teacher, the students play out, only in the edge of the place, such as English training corner areas toss. Trap 3: Quick success, can chew, money to use the blade of a typical case: Shanhaiyan (Weibo) ladder nets and the good network both collapse, because China, the front pull too long. Online education is not urgent, it takes a long time to accumulate the operation and user accumulation. Shanhaiyan want to profit in a year or two, too difficult, its two years for three business models, can not afford to spend, without the next drop of wind injection, and finally finished. If the enterprise melts money hopeless, only through the emergency scale layoffs, contraction front to greatly reduce costs, the result may be difficult to survive, but under the attack of various forces, will fall out of the first camp. Trap 4: Equity structure: Invisible fatal hidden danger typical cases: bubble noodles in the treatment of the company's control of serious misconduct, the final valuation of nearly billion enterprise overnight separation, towards decline. In addition, entrepreneurs in the acquisition of financing, the need to control the proportion, or easy to lose the right to speak, or investors out of the door. In general, the initial investment of 15% to 25% shares between the most appropriate. There are some online education enterprises, alongside the Giants, in the heart of certainty. But the challenge for the company is whether the founders are "assimilated" by the Giants, "the overheador even complete digestion. If the low price sold to large companies, the founder fled the abyss of misery, the result may be the enterprise in the process of integration by large companies, people think move, lose the momentum of advance. such as the network is Baidu Incorporated. Trap 5: Ambitious, just look at the big platform. Vertical Subdivision New Oriental online deputy Panchin believes that many online education startups will be a big platform, this is a trap, may end up with insufficient resources and funds to hang up, and for more vertical subdivision of the project more opportunities for success, At this stage of vocational education and English more suitable for online education, K12 may be on the mobile side and the TV end can be a breakthrough. After all, there is a bright future in the education market for the family through television. Because of the large platform, it looks tall, but not grounded. There is a basic Law on the Internet: a must be to do the platform of the dead, the need to find a single point of breakthrough, the force out of a hole, the first to do fine, and so on after the gradual expansion of the gains. Trap 6: Crowd positioning bias: Not all users are suited to focus on products, users should also focus on. Online education is not suitable for students under high school, this age group of students with poor self-control, the need to be online under the teacher to do some face-to-face supplementary teaching. High school and above, including some adult self-study, postgraduate exams are more suitable for online education. In addition, if the teacher-student interaction is more frequent, real-time interaction is relatively strong is not very suitable for online education. The teaching of pure knowledge, or the communication of skills, can make up for the deficiency of traditional education by the mode of online education. For users, the emergence of richer educational forms may result in increased choice difficulties. Trap 7: Internet Free thinking can beat the charge mode O2O whether the special education industry, pay is not a problem, as long as the effect, whether parents or learners, are willing to pay for it. and "Quick trial and error, rapid iteration", the Internet's typical success idea is not suitable for online education. Big CEO Jinxin believes that the simple online education is not suitable for the K12 stage of the children, only the combination of line online O2O teaching mode, connecting the line and offline, class and after class, only more suitable for this stage of the students. Moreover, the current simple online education has not found a clear profit model for the capital chain requirements are very high, if the capital chain fracture is easy to fail, O2O healthy profitability is also more suitable for the long-term development of enterprises. Trap 8: Does the teacher really have an active hug? When the online education promotion needs to change the teacher's behavior way, the teacher's class, the back class way all needs changing, moreover needs to upload the lesson plan, this increases the teacher extra workload. Traditional teachers, no time, usually teach and lessons after class takes up almost all the time. In addition, the question of the infringement of the teacher's online teaching content is an unanswered answer. A student pays a share of the money, but in fact it is four or five students listening together, any technical means can be avoided. What is the biggest problem that traditional education teachers get into the line: traffic. Online teachers must have their own admissions, must have a certain influence in the students, the current embrace of on-line educationEnthusiasm is not high. Trap 9: The pursuit of quality too far the quality of online education is understandable, but practitioners have gone to extremes and neglected the accumulation of quantity. After all, the platform is the need for a large amount of users to do the support, and high-quality content is needed for a long time to come out. Therefore, if blindly pursue quality, the platform will be consumed dead. Need, first put the amount to a level, and then gradually improve the content. can use low level content to attract the number of users, high level content to stick to fan users. Trap 10: Platform first teacher second online education chain is the core of the teacher. As practitioners, the first thing to consider is not to build the platform first, but should find a good teacher. Platform a lot, the key is why users want to go to your platform. The essence of online education remains education. The current situation is that the online education of the two-"online" and "education" does not have real communication, the platform based on their own ideas to build an educational platform, and those who are familiar with the education industry teachers do not understand what the Internet can bring about the changes in teaching. "Conclusion" in short, the upsurge, waves scouring the hero. This may be the main theme of the online education industry in the 2014. Some people in the industry on the future of online education enterprises may face death law summarized as follows: first, the continuation of financing to keep up, "play" to do the food and death; Some traditional enterprises join in the online education, booming on-line, the final little wool, quietly closed; third, the infighting or the investors are not, the founder was driven out, investors themselves play not turn, the final death, its four, subdivision of the area of choice, some areas are destined not suitable for online education, the beginning is doomed to close or career change; , the big environment "poison" die. Some subdivision of online education, the market is not mature, the enterprise how desperately hit advertising do not have the means to promote a good harvest. Hopefully, we guessed the beginning and couldn't guess the ending. We also hope that through the above show a number of online education on the road of pitfalls and possible death, the analysis of entrepreneurial risk, let the industry players around it, and finally harvested a spring.