Choose online education business are you on the right foot?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Source: I black Horse

Moderator: Wang Yu

Guest: Lee Colling (founder of Guangzhou Multi-play Information Technology Co., Ltd.) Zhang (President of Happy Learning Education Group) Other Dark Horse Camp students

Finishing: Li Shuntao

"I The Dark Horse guidance" nearly one or two years, online education is in full swing. Online education company's financing news is constantly coming, almost every once in a while there will be a provider of online courses announced the million-dollar investment, and these sites are highly active users, is called a good call.

In foreign countries, the combination of Internet and education has produced great commercial value and social value. At home, Century Jia Yuan founder Gong resigned immediately after the CEO to kill into the online education field, its two pioneering website "91 Foreign Teachers Net" also immediately surfaced. However, when online education really meets the atmosphere of Chinese education, the status quo is not optimistic. Now the education industry's current situation is that there are educational complex, willing to do education content of the main focus on the online, and understand it, the Internet people will focus on the platform rather than do content, so the domestic Internet education model is quite elementary.

In this case, online education entrepreneurs how to grasp the opportunity to avoid risk? Many in the industry told the entrepreneur, although online education is likely to usher in a major outbreak this year, it is not a "must kill" technology to subvert all educational models. If you don't, you may turn from a pioneer to a martyr.

Online education is not a particularly lucrative business

Moderator: Now many people are engaged in online education, the industry seems to be a new outbreak point. How do we look at the development stage of online education in China, and what is its value?

Lee Colling: Online education is still in the early stages of development. In the past a long time, I know all the investment in online education VC is a mess. Only a very small number of people do online education to make money, earning is only the money to sell the card, such as a Ministry of a certain certificate, from the Golden million two came. But in the past year or two, online education has changed a lot. We can already see that the Internet will bring great revolution to education.

First, online education has greatly freed student resources. Before, the students because of geographical conditions, prices and other factors, very difficult to get training and learning, but the internet gave them the opportunity. Second, the release of teacher resources. Now is a time for everyone to be a teacher, because the internet has become very low cost lectures. For example, I can open a class on the Internet, talking about the 8 years of financing experience and failure lessons, everyone received 300 pieces, together enough 30 people to speak a lesson, not enough on the. I can make 10,000 dollars in my last class.

Everyone as a teacher, can be a lot of experience without filtering to convey to others, not only greatly released the teachers and students, but also to the traditional school system subversion. Today's schools pay teachers only about 30% of their turnover, most of which are spent on teaching facilities. The Internet can change all this, use the Internet to do education, you can only receive 20% of the education, the other 80% to the teacher, because if the teacher can make money, he will leave your school. If every school is like this, the school will become a collective for teachers. From this point of view, I think the new Oriental will certainly be the Internet subversion, because the new Oriental to take out 80% of the turnover to maintain the whole platform, no way to give 80% to the teacher, 20% for their own, it all systems do not conform to this model.

Zhang: 2010, the education and training industry has four companies listed, so that the entire industry confidence bursting. Only three campuses have dared to go public. By 2012, however, many institutions had completely dismissed the idea of listing and began to shrink. Education industry A listed company growth rate of 2011 is 60%, but 2012 growth rate dropped to about 30%. When the industry growth did not explode as expected, all kinds of contradictions will erupt, many institutions around the fall. One night, Xiamen's second-ranked educational institution was scattered, and that was the gory fact around me.

Talk about online education. 2009, we have 30 people in Shanghai specializing in the development of online business. About two months ago, I visited the founder of an online education agency, who said he had lost about 7 million dollars on the 2012-year line. A module loses more than 40 million yuan, which is an educational institution that cannot afford to play. Therefore, the primary and secondary education in the line under the combination of the 18-Year-old before the teaching moved to the line, so far no one organization to find the answer.

The paradox is that if a child's learning consciousness is no problem, he usually does not need to supplement it with online education or extracurricular education. And if a child's learning power out of the question, who dares to say, put the computer in front of him he will go to study? Li always speaks very well, when can solve your survival problem, you will go to study, but our primary and secondary school students are not rare.

Dark Horse Camp Students: now the Internet in various industries have applications, but in the education industry is basically not. Students do not do a problem when they can turn to the Internet, or help students to make a study plan?

Lee Colling: Who wants to say that the education of primary school students to move online, I am anxious with who, because this will be the children's eyesight are spoiled. And the education of primary school students should not be moved to the Internet. The school is not just a place for students to attend classes, but also a place for them to reach a limited society, where children grow up with training in groups, mutual aid, love and hatred. On the other hand, the Internet pay attention to hard demand and the user's subjective initiative, but now the school education is not a student initiative to learn, so there is no way to do primary and secondary education on the Internet, because you start, QQ these applications sound rang.

To do survival education, to have a value difference

Moderator: Zhang do is the traditional education, please first combine your own entrepreneurial experience to talk about the industry, and then please Lee Colling to talk about what online education can earn money model. At present, many people have noticed that yy as an online communication platform, is to explore the potential of online education business.

Zhang: 2005, we start a business in Xiamen, do primary and secondary school tutoring. On demand, this is a rigid requirement. Many parents told me that they would not allow their children to have a training course in the future. I told them that you wouldn't say that in a year or two, because you wouldn't be able to hold when your child went to school. That kind of atmosphere, even if you hold live, your child also hold not live.

When we start a business, we start with the class. From 2008 to 2009, we launched a personalized teaching model in Xiamen, when the whole industry in Xiamen did not know what is called personalized teaching. In fact, until now, all personalized educational institutions have been doing standardized things in the guise of personalization, because the industry itself is flawed.

Personalized teaching is very well understood, is a teacher to a student. Any industry has the core of business, seize the core to succeed. The core of the education industry must be the teacher, and everything else is icing on the cake. Each student has individual difference, individualized teaching, if an organization has 300 students, may need 200 teachers to support, this is a very scary figure. There is no way for educational institutions to guarantee the systematic production of so many excellent teachers in the short term.

This is often the case: an institution that has 30,000 dollars in your home today will sign up for a teacher for your children's class tomorrow. How can we guarantee the quality of teaching? With luck, you may meet a more responsible teacher, but a large number of parents do not have such good luck.

A teacher to a student will cost a lot of teachers, no one organization can support, so can only one teacher to many students, and the more students, the lower the quality of teaching. Even if a student to a teacher, that must be very expensive, because if I am a teacher, you have all the tuition to me will be too little. High prices bring the inevitable high expectations, high expectations will inevitably bring high disappointment.

We have done a statistic, simple one-on-one training institutions, students and parents, most of the satisfaction is only 30%, so this organization will become a sales organization. If an educational institution becomes a sales organization, it will be problematic. So happy learning in one-on-one training always adhere to the principle of prudence.

Education and training industry, the people who pay and experience are often not the same person, pay the parents, learning is the child. Moore Manor is the children pay for their own, because of entertainment and games are more ingredients, and only in this way to catch the interest of students.

Once the user is not the same group as the person who pays the bill, the contradictions arise. For example, parents feel very good, but the child after learning 10 minutes will not be willing to learn, the 3000 dollars will be thrown away. After throwing away the parents come to a conclusion that the training is not good, so he will only buy once. Any company, if the user's consumption is one-time, it is very scary. In this case, an institution that can earn 200 million or 300 million yuan a year will also become a sales-oriented company.

Because of all this, we feel that the entire industry may have problems at the end of 2011 years. Sure enough, in 2012, several large local training institutions in Shanghai began to lay off staff. In a city like Shanghai, the training institutions are 100,000 units. When an industry can do anything, the industry is bound to go wrong.

Lee Colling: I am a layman in education, many do not understand, but student status education, I think is the Internet can not participate in, we are far from it the better. I have now seen the two directions of online education, the first is to solve the problem of human survival education, the other is the value of poor education.

The so-called survival education, that is, in my class you can survive. A large number of high school graduates have been studying for many years, but there is no skill to survive, nor can they find a job, and they say we only need people who are familiar with subtraction. And in these two years, the group of people who play games from childhood have already arrived at the age of getting married, must have income to get married. 8 Wallet night in the Internet café to stay one night, if from 88 years old this day, to 76 years old will not, can't carry. They want to return to society and find a job, which is the basic driving force for the development of online education industry.

邢帅 Network Training Institute founder 邢帅 was the first 2 yuan to buy a bag of noodles, 8 yuan in the Internet Café pack night people. Later, they started teaching people how to use Photoshop software on the internet because they had Photoshop photos in college. In the course of teaching, some people find 邢帅 said, you always do not on time class, we also can not find you, then we can save a few people saved a class with you to learn?

At first, 邢帅 also felt very strange, later found why so many people are willing to learn PS on the Internet, because Photoshop used more familiar people, even in places such as Guangzhou and Shenzhen, to find a monthly salary of 4000 yuan of work is also very easy. Even in the two or three-line city, people who know PS can make 2000 bucks in one months, because every photo studio and printing shop needs people who can use Photoshop. Today, if I go out looking for a job with a Photoshop master, he will be able to find it before me. This is the first online education model I know to earn money.

There is also a suitable internet to do is English education. As soon as we step out of the country, it becomes extremely worthless to speak English. In Hong Kong, is a hotel waiter, English also said to slip. Many Filipinos speak English very well, but because the employment situation is particularly bad, many college graduates can only be Filipino maids. At home, if a person has a professional skills, and English is very good, basically in any company can get a monthly salary of 10,000 yuan.

This kind of value of the international education has changed a lot. There is a pioneering team, in the Philippines hired a lot of English speaking good people, online teaching Chinese students to speak English. Now, they can make the price one hours 20 yuan, no booking price is 40 yuan, this service is very convenient, and indeed effective. This price, I am in fact a bit tempted to spend 20 yuan to learn English when free.

Dark Horse Camp students: yy future ready to make YY education platform or prepare to do some courseware?

Lee Colling: We do our own courseware is not, the Internet power will be the focus of education has been decentralized to the teacher, of course, to help the school publicity.