Cross-examination education Zhang Aizhi: "Four no" cock silk become "pilot"

Platform or content, is a lot of online education companies dilemma choice, with a solid line of research based on the cross examination, the latter may be a way to cross Test education CEO Zhang more busy than before. In the last three or four months, he has been visiting 50 online education companies and has spent two days a week eating and chatting with a bunch of internet people. He hopes to train himself as a "pilot" as soon as possible. 10 years ago or "four without" (no money, no experience, no resources, no one vein) cock silk Zhang Aizhi, now fame and fortune. He founded the cross-examination education in the cross-school, professional postgraduate market harvest is abundant, 2013 revenue reached 180 million yuan, and still at 40% or 50% speed growth. This is an easily overlooked company, compared with the education and training enterprises, such as learning large and good future. Zhang Aizhi, however, is dismayed to find that the imagination of this traditional industry is accelerating to decay. When you see a gang of internet users to do the bank on the line 5 months to gather 300,000 members, he was greatly stimulated-this magnitude, cross-examination needs to accumulate 56, "This is the speed difference between the aircraft and Santana." "he said. He gave this newspaper to write a account: 1.8 million of the people, including about 1 million of the training, the 1 million of about 700,000 are across the school or across the professional grind, and they are now every year to serve more than 10,000 students. "If the operation and marketing are optimized through the Internet, at least 50,000 people can be serviced, and if the effect of the service end is reconstructed, it may serve 100,000 or even 200,000 people." "In the past, cross-examination education is a traditional way to cut into postgraduate market, through entering the new city Open branch of the way to expand, offline ability has been their lifeline." And now, the impact of the internet has given Zhang Aizhi a sense of urgency to change, and thus to see the greater imagination of this market segment. However, how the traditional training methods and the Internet to get through, but for Zhang Aizhi is both excited and anxious, a stroke inadvertently even caused by the line on the hot conflict, a difficult problem in front of him. This spring Festival, Zhang Aizhi did not go back to the Chinese New Year, he took the cross examination of the school course carefully read again, the result mood is very bad-school experience really let him crazy. At present, the cross-examination school profit of 20 million yuan a year, in school performance is not bad; but, like many schools, the cross examination is to take "curriculum move" practice. This way is outdated, how to improve the teaching experience and interaction through the software and hardware system is the urgent task. In the past 3 years, Zhang Aizhi the main energy has been invested in the branch to expand, basically no tube school, now he regrets. When online education was raging, he panicked. But after chatting with 50 online education companies, Zhang Aizhi found that they did not make perfect sense and were less anxious. He decided to act at once. The first step is to adjust the organization structure of the company. Zhang Aizhi the Cross test site into kuakao.net and Kuakao.com, the former mainly do pure online education, including school, answer library, etc., the latter responsible for O2O marketing. Now, most of his time is in the Pure online section. He was anxious to get thisBlock business is stripped out, operated according to an independent subsidiary model, and given full freedom. "School teachers can even give exams to the opponents of classes, as long as the conditions and treatment listed in accordance with the class, he can talk about the class." Zhang Aizhi told "Chinese entrepreneur", he can even accept school teacher to YY class. In his view, school is open, teachers can participate in or to enroll. This year is a watershed for cross-examination schools. Before this, school basically played a similar o2o in the online role, through the provision of shared courseware resources, free to the campus students to make up lessons, answer questions, correcting compositions to better serve offline. Now, Zhang Aizhi plans to operate separate schools, separate finance, separate listings, and even places to move to other floors. "In addition to their leadership is me, the online section has nothing to do with other businesses." "Zhang Aizhi said. Even so, they are still difficult to separate. As with all the traditional enterprises to the online transformation, the cross test also encountered the problem of hand-hand interaction. The difference is, as long as the campus and online fights, is the wrong line. All the resources and incentives are biased towards campuses, and now these are skewed toward the line. and Zhang Aizhi straight tube online part, the coordination is relatively easy. However, he also made adjustments in the setting of the school's assessment index, and if they contributed to the line, the assessment would be higher. In his view, all collisions to the end is nothing more than a matter of interest, the balance of interests is OK. "Now they still noisy, occasionally make a noise, but did not affect the mood, affect the mood is not good." "Compared to the new Oriental, he thought it would be easier to deal with the collision--The new Oriental is a comprehensive system around the world, which is equivalent to the centralization of the group." Centralization system is more channel marketing, product research all in the group headquarters, product standardization degree is high, coordination is relatively easy; but the products and reputations of the new Oriental are different. It is worth noting that the Trans-test online course pricing is 80% offline. Perhaps, in a way, this is easing the collision. Many users may be attracted to the line if the price varies widely. In the interactive aspect of web-based courses, the cross examination also made some attempts. Before spending 500 yuan to buy a course is over, now they put the examination of the same major students to form a class, we can listen to the teacher lectures, one side exchange. The communication process found that the teacher did not speak in place, feedback on the course will be improved. Zhang Aizhi hope this way, so that students with the same goal to form a benign pk. However, he felt that online courses, after all, than face-to-face, so the current focus on practice, users through the Internet to do the title PK ranking, the system will be based on his answer records, push the corresponding difficulty of the topic to him. The product of this kind of item bank is already on the PC side on-line. In his opinion, in the education of teaching and testing four links, testing, practice part of more easily internet. But an online education company, who asked not to be named, told The Economist that they had planned to develop an examination of the exam, but found that the cross test was too slow and they couldn't wait for it to work out. The biggest challenge for Zhang Aizhi is to doQuickly become an Internet person, he kept going out to see a variety of people, learning all kinds of models, looking for technical personnel, his Internet friends have more than education friends. In some Internet attempts, the cross examination also small dew. For example, "double plan"-10 years free to send 1 billion yuan online course. There is speculation in the industry, this is for YY's "100 education", because in the TOEFL, IELTS, 46-level English after free, "100 education" next stop is likely to be an examination of English. Zhang Aizhi explained that the event had been planned years ago, but that "100 education" strengthened his resolve. Their free courses were finally given to 300,000 people, who received data from many users. However, he is not going to take the road of pure free. "Education itself is not a good thing, free to attract traffic and users, but not necessarily reflect the value." Because the student buys this thing not because cannot find it, but must use it. Many people who get free content may never look at it. So internet education should be partly free. He analyzed that if the broadcast were to be done in the future, the video might be free. So now "look while you're walking". In contrast, YY, ape questions such as online education companies with strong internet genes are more free. YY Since needless to say, the ape question bank launches the civil servant, the college entrance examination, the Secretary examination and so on several questions bank, basically all already free. They are not anxious to make a profit, but want to let the number of users grow faster by free. One concern in the industry is that it will be difficult for traditional educational institutions to fight back after the Internet companies have set up a large number of users and built ecosystems. Zhang Aizhi not fully agree, "the plane is very fast, but it takes time to train a captain, they (the Internet) may be quicker than me in some ways, but the captain I stayed up for ten years, even though he was much smarter than me, I had to eat at least two or three years for ten years and I had time. "Internet companies are characterized by light, no heavy line under the flesh, especially in the profitable flesh." "The hardest part is your renunciation of traditional business. "Zhang Aizhi said. As a traditional model, Sun Chang, the new Oriental Online CEO, interviewed the economist and said that the most painful part of the new Oriental was that it had no way to discard what it already had. "I am not abandoning, just feel in accordance with the traditional mode to do desperately, may be from 80 points to achieve 81 points, now I give up that 1 points, but I did not say this piece not to do, nor to that pattern." "Zhang Aizhi to Chinese entrepreneur". Obviously, he's not a subversive. Despite his desperate embrace of the internet, he is more than a progressive improvement. For example, O2O surging era, cross test also made O2O, this May also set up a special O2O cause group. Cross-examination vice president, O2O Business Group CTO Zhang Wenping Use a metaphor to describe the O2O strategy of the test-"use the plane to pull the train", the train is very heavy pull not move, now split it into a section of a car separate pull. He means that through the micro-letter group, QQ Group to cross the test of potential users, and then split out according to professional, forming an independent group, to hisThey push the relevant information or give out information, and lead them to the line. Zhang Aizhi found that the active degree of the professional micro-group is much more active than that of the whole postgraduate. This also confirms his view: The user's demand is personalized, so O2O landing must be subdivided. Although the O2O test is relatively elementary, but compared to the past to open lectures, questionnaires to consult, on-site registration, marketing chain has been significantly shortened. For now, Zhang Aizhi is making a platform for online education or is hesitant to do content. After the tangle, he decided to do two: through the port of app and so on an online platform for postgraduate staff aggregation, while through the recording and live broadcast to do content. "Study Postgraduate" magazine app end is a cross test platform for an exploration, there are already a hundred thousand of fans, mainly provide information. Platform or content is also a dilemma for many online education companies. To have a solid research foundation of the cross examination, the content may be a way out. Cross-examination in the Internet education has done a variety of experiments, has not yet formed a closed loop, Zhang Aizhi is not anxious, he believes that this is only a matter of time--like Tencent wanted to be a person and the exchange between people, also did not expect to do the game. His latest decision is, in order to cope with changes, the cross examination preparation renamed as "Sharp Job", extended to vocational education, cross-examination only as one of the postgraduate brand, which is similar to a good future strategy. However, Zhang Aizhi did not disclose the renaming time.