Chi market is not a dream the future of online education is promising

Text/Zhou Yi towel What are the innovations in the future online education marketing model? How to understand the new needs of future education? What new trends will be presented in the education market in ten years? Everyone Bao founder Fang Yushu Dialogue Love School founder Wang Jianhong, ready to absorb dry goods it. Q: The Dragon Girl does the century good edge not quite successful? Entrepreneurship is not the first time, she is now a serial entrepreneur, there should be a lot of entrepreneurial experience, why to the education sector how to go? A: For the Dragon woman, she thought that the second time still can find true love, but for the early start of the business needs to release, two times to accumulate after the accumulation of the release, no accumulation is not bloom. Entrepreneurs, especially the second entrepreneur, are fundamentally different from first-time startups. For example, I started looking for the first person, I think should find some in the professional ability than I strong people and my partnership, that is, my partner must be in some areas than I am strong. For example, I am not good at products, then our products from the original study and think team to do, then he developed the product is the K12 stage of the highest standards. Offline operation there is a famous institution in Beijing called the giant, then I will find the vice president of the Giants responsible for offline operations, and then we do student customer interaction, including our preparation of the app, our mobile end is the original Tencent Cloud products general Manager to be responsible for. So our team really has the ability to complement each other. Q: What does accumulation mean? A: The cumulative process is to constantly dig their own pits, and then climb out of the pit themselves. But this hole should be dug properly, not too deep, to be just right, let oneself in digging and crawling between the interaction. Q: Ladder nets have failed, now you go into education what accumulation, and who can help you? A: Five years ago, only by choosing the right thing, the intention to do, but today's entrepreneurship in addition to do, but also need to find the tuyere, such as the wind, this process than before more suffering. Q: I always think that education is just needed, just need to be in the tuyere, but where the pit, you tell us. A: The need for education you are referring to the training market just need, but does not represent the need for online education, online education just need to be divided into adult and primary and secondary two parts, adult education because it has the requirements of academic qualifications, professional skills needs or job search needs. But the K12 phase, in fact, for children is not just needed, we found that this phase of the real need for children to be interested in learning, in the study of children to find what they like to do, this is just needed. Q: But education is also unrequited love ah, which children like reading, tuition, the burden of their own learning has been so heavy, but also occupied spare time, that can be called just need? It is also in disguise to force children to buy your products. I think you are engaged in Internet education, the target is to affect the parents, the real users of those children are actually very painful. A: You from our name Love School can feel that we are to let children fall in love with learning, all of our courses are no longer like traditional tutorial to instill knowledge, we are more to the knowledge in the form of animation and film to present, and then add 00After the various internet factors like. We feel that as long as children like the things that they are not a burden, if you can enjoy the process of learning, I think this is a very innovative thing. The domestic education market all products are in the marketing for parents, but our difference is from the child's point of view, do children like education products. Traditional educational institutions to the requirements of teachers have two parts, one is the foundation, one is a sense of responsibility, and love school will be based on the online personalized functional education to complete the relative standardization, responsibility became our first assessment, if we adhere to such products and teacher selection standards, Then we can find the learning class that kids really like. The idea of love School is fun and effective love, fun embodied in our animation curriculum, effectively reflect the combination of online on-line, there is love embodied in our teacher's selection standards to readjust, pay more attention to the students love and teaching responsibility. Q: What is your core competency? A: Really from the user point of view, to make children scream products. Q: Would it be more advantageous for them to do the same things, like New Oriental, or learn to think? A: I emphasized this issue from the outset, the most important thing is to start early accumulation. These organizations start from the beginning of their own expertise to accumulate, so also in the release of their expertise, if they want to subvert their words, in a sense, they and we are standing on the same starting line, and in the current K12 market, whether from the team or from the product to see, The School of Love has a certain advantage. Q: Who are the user groups you face throughout the education industry? Solve their pain point? What kind of scene is it applied to? A: The K12 phase of the user group must be children, but the bill is the parents. So the balance between the two is hard to do, both to make a product that screams for a child and to have parents pay for it. Love the school's products the most important solution is the children continue to learn the problem. So our idea is that he can finish his study at the time of fragmentation and any place. The online course is mostly done in his extracurricular time. Q: Your product is not only courseware but also can interact with the teacher, right? A: Yes, our product is not only courseware, it is a set of intelligent learning system, the child once entered will be based on his learning ability to automatically adapt to the course of his study. In addition to the course content, we also have the evaluation of diagnosis, answer questions, learning behavior analysis and other functions, will not be the problem can be solved through interactive communication with the teacher. The main thing is that each child's learning behavior, learning characteristics, etc. will be reflected in the large data platform. Update weekly learning planning based on data and monomer behavioral analysis. Q: What is your marketing strategy when your new generation of products loves the academy? A: Entrepreneurs, especially the second entrepreneur, are fundamentally different from first-time startups. In fact, Huanggang schools at the beginning of the best is the channel, you can understand it as a marketing approach. Love School marketing may be different from Huanggang school. Love the Academy EarlyPeriod, from the pricing on the very low, we spent a few tens of millions of yuan to develop a set of intelligent learning system, if the price must have been the past million costs, and today to the children to use, almost only 10 yuan a month. That is to say, a small child can buy my whole intelligent Learning system experience package for 10 yuan. Then we will send invitations to these small online registered users and invite them to experience our services offline. This creates an opportunity for us to transform the line. and the line of fees from the current view of parents and children can also be accepted. To sum up, online small charge fast access to users, offline through the small paid users to the online free experience for effective transformation. We started the online in December only to carry out small-scale promotion, the current on-line users have more than 10,000 people, willing to go offline free experience of more than 1000 people, willing to pay a large amount of more than 300 people. Q: Your team is an executive in various fields, I remember the Dark Horse camp in Guangzhou a course in which IDG partners mentioned the luxury team does not vote, and you are now a team of luxury. How do you guarantee the integrity of your team and how can you control them including how to keep them? A: First, the luxury team is difficult to manage, because everyone has their own ideas. So I stressed that the team must be complementary! This has the value of mutual existence, I also remember in the Dark Horse camp in a class has also said that the partner is you look at him very beautiful but you can not do. My partners look beautiful to each other, but I can't do the other's ability. Second, the early stage of entrepreneurship is a process of release, but when you really take root to do something you will find it is a process of accumulation. Encountered many setbacks, many teams scattered, but for the Love school team we have been established for some time, when we encounter difficulties, because of each other's ability to complement each other and the degree of mutual recognition, we have a second power, is that we quickly climb out of the hole, We even bypassed a lot of pits. Q: Your current marketing model from charging pricing, to the channel are all new, why should give up the original already successful road to create a new road? How do you build the system and verify its success? A: Your question is very good, in the Dark Horse camp to my biggest feeling is that I learned to deny themselves. I think most of our founders are afraid of denying themselves. My feeling from this venture is that you can only keep denying yourself that you may have more than one time, and your results will be firm. It's painful for me to give up a hundreds of millions of revenue company, but I think the thing I do may be the last generation, those who have been 10 years of schools from form to form is not to let users feel very cool products, but it may be because we are better at doing marketing or channels, we make it into a industry in the best products , but from my heart, I think this is a product that I am not satisfied with. e What I want to do more is a product that really creates value for the user. There is a very good ideal feeling, the process is painfulBitter but believe that the result is good, especially when you find so many like-minded partners, renewed the belief that the strength will be stronger. Q: How did you find a couple of partners? A: Many of these cows are around us, and before they become my partners, we all know each other, we have a lot of emotional communication, if we want to find them, let everyone work together must be based on the matter and the recognition of people, but first of all must be based on the recognition of things, he felt that this is what he wanted to do, even more than you want to do, More activities. Entrepreneurs have a lot of activities, Tencent Cloud Buddies in one of the activities of the understanding, hit. We also took a lot of investment, resources, Tsinghua University also gave us some resources, because Tsinghua Holding is one of our shareholders. These two resources and the funds are complete plus my own some entrepreneurial experience, I went to the partners to clarify the matter, if I think he will be enchanted. The most important point of the entrepreneur is the ability to tell the business, before an article called "Ma Yun's sunglasses", this article mentioned the most is his belief in the future of the early sun out. Q: As a veteran and product manager in education, can you tell us what will happen to China's education market in ten years? Answer: First, this year, everyone is saying that online education is a bit of a bubble, and I think it's like the dotcom bubble, and if you look at online education today, it's probably like we went back to bat in those years, because online education is just as likely to be born Chi other businesses, this industry is too big, Light to see K12 this stage has been a trillion market, as long as the birth of a large company may be Chi other. Second, there are several forms of online education: platform, tools, content. I think the difficulty of making a platform is that there are three big mountains of bat there, they have obvious flow advantage. The feature of the tool is to promote fast, but the lighter the mode is easier to be replicated. I think the market is the most lack of content, content is more difficult to do, but also the flow of the Giants do not want to do, if the quality of the content plus a good line operation, I think is today's online education opportunities. is also the entrepreneur has always advocated the heavy vertical, we cut a market segment, from the line to the line, we basically put the work we should do, especially offline live, this is the future of our core competitiveness. The ability to transform online can only be generated by small amounts, because the large conversion is difficult, offline is already existing demand, I think it is a super large training market, later with the growth of our online micro-paid users, we will continue to introduce new value-added products to ensure the continuous rapid growth of online users. If I have to judge the future, the future must be a content, there is flow, wired, and can put these three perfect integration between the company, this will be a great company. Summary: I think today's online education market, may be the same as the market for all of you in the industry, purely by heaven and earth pie is not enough, onlyThe cross-border alliance between the heavens and the earth will be successful. Originally contained in I Black Horse, the original title "Chi Market is not a dream, online education future promising"