EF China CEO: The Naked age is the most important user experience

Every journalist Chenlili from Beijing "as an educational service, the most important thing is to do a good user experience, because this is a ' naked age '." If not done well, soon the whole world will know. "Fei-ran said earnestly.　　Febigan is the EF Education (EF) China ceo,1993 Year for the dream of entrepreneurship and found EF and apply for venture capital, eventually serving EF, the entrepreneurial idea into EF.　　Daily economic News (hereinafter referred to as NBD): At present, EF has begun to enter the second tier cities, the future will be in China how to layout? Febigan: We have more than 140 schools in more than 50 cities, and in the next 10 years we may have to open 1000 schools. Currently in second-tier cities, such as Wuhan, we have three children's schools, and adult schools are about to start.　　China also has a number of second-tier cities of this size, so the growth of schools is not a problem for China, as demand will always be there. Now, our challenge is mainly the teacher problem.　　We need to recruit more teachers, because the consumer experience is the most important, so we must ensure the quality of teaching, in order to ensure the quality of teaching can continue to expand.　　NBD: What is the reason for the increase in the growth rate of EF, which is now running 140 schools, compared to the first entry in China in 1993? Febigan: It's always hard to get started. In addition to the first-tier cities, now we are in Wuhan, Chengdu and other second-tier cities not only opened schools, but also has a management team. It is therefore much easier to start a school on such a basis than to establish the first school.　　Everything is difficult at the beginning, but we have opened our heads and then we have developed rapidly. NBD: There is demand there is a market, there is competition in the market.　　At present, in the English training market in China, there are many foreign brands such as EF and China's own brand, how do you think of this competition relationship?　　Febigan: As long as there is a good business model, good market, there will be fierce competition. We treat the attitude of competition, not only to see how each other performance, the important thing is how we ask ourselves.　　For example, English training, we think that the students to bring high-quality teaching, which is more important than competition. Cars, for example, look the same, but different places are engines.　　For us too, our eyes are on the engine, so we are more interested in our solutions, teaching systems. And, like BlackBerry and Apple handsets, BlackBerry is the best-selling handset, but now more and more market share is occupied by Apple, because the iphone provides users with a better experience, not the iphone to make more ads, so the user experience is also very important. As far as we are concerned, we are in the "Naked World" where students learn from us or are prepared to study here, and they will view our comments online.　　So we want to do the iphone, hoping to bring a better user experience to students. NBD: As the founder of EF's online teaching system, how do you deduceThe idea that science and technology change education? Febigan: Bill Gates said two years ago that the next five years of college education will be on the web. I agree, because the change has just begun. For example, when you walk into a hospital, you will find that from registration to inspection, treatment, hospitals have used a variety of high-tech tools and instruments. And when you walk into a school, a classroom, what can you see? In some ordinary schools, High-tech products are basically not.　　So we can see that there is a huge potential for us to play.　　NBD: What do you think of the current online training market? Febigan: A consultancy has conducted research on the Global English language training market, with 5 billion ~60 billion dollars in space, but the current online English training is only 1%~2%.　　For us, there are 98% of markets that can be developed. At present, network courses need technical support, such as network video conversation, not as smooth as we usually do. I believe that in the next 5-10 years, one day you chat with friends on the network, the effect will be as realistic as television. If you have this day, online learning will become very easy. As for the school, it does not lose its meaning. It will become a social arena where students practice and communicate. Of course, the teacher is still our most important part, no matter how the technology development, any experience will certainly not have the effect of face-to-face communication.　　In this respect, computers cannot replace humans.　　NBD: What character do you admire most about your career as CEO? Febigan: I once did a personality test, the answer is: I belong to introverted type, emotional bias. When I handed the result to the evaluation person, he was very surprised. Because it's obviously bad for my job.　　If my character is extroverted, rational, and systematic, the work may become more relaxed.　　However, there is a point in my character that has been successfully applied to work, that is, to be more emotionally biased, because you will be more positive and responsive to the people you care about when communicating with others, which is what makes me proud. NBD: Your father was a former Motorola and Kodak executive, and your EF is a family business.　　What do you think of listed companies and family businesses? Febigan: My father is a Ph. D., logical and methodical, and I am not quite the same as him, so I may not be able to adapt to some big companies, perhaps because I am afraid they can not give me free space, let me take risks, do something creative. Share to: