Run-off net Dai: Where to replicate the gene for online education

I can see Dai want to go to where the network business model "copy" to the winning online, interview process, he talked about where the frequency of the net is actually not much less than the run-off net.

It was the 7th month of his tenure as CEO of the net, and not long after he went to the post of vice president last September, he was on the grid. Today, the company is determined to do "one-stop online study service platform" has a revenue of 40 million yuan, profit margin of 15%.

In fact, Dai's "span" is not large, although it seems to us that online tourism and online education do not have much overlap. In 2010, he and the Chinese Education Service Center executive Director of the Wanden created a run-off net predecessor, "We contracted the Phoenix Abroad Channel, do some consulting services." ”

So he's not a novice. He's always wanted to be an educational platform like where to go, one end connecting the vendor, and the other end connecting the user. The rationality of the matter, he argues, is that in several hot areas, tourism and investment have already had platform-type products, and education is completely without enlightenment. "Some of them are floating in the sky, like a lot of nets, there is no good mode of change, and the new Oriental is completely on the ground." "Dai said.

Dai Reference template is South Korea's education giant megastudy, the market capitalisation of more than 1 billion U.S. dollars has verified the education industry O2O Evolution model, starting from school, and now its offline business has accounted for a very high proportion.

So, in the second half of last year to redesign the business model of the net, Dai feel that the platform can be injected into the model. "We didn't have enough product categories at the time, and we weren't so focused on engine efficiency as we are now," he said. "Last November 1, the 1.0 version of the online, the overall market effect is not obvious."

The reason is very simple, Dai think of O2O should have three core: flow of access, service and product development. "But of these, only the 2nd is the hardest to solve. "Dai need to pass a closed loop to really realize the flow of traffic."

The first thing he did was set up a system of evaluation, which he considered a technical hurdle in the field. When a potential user submits an individual's basic information online, the winning net will give a personalized evaluation report through the algorithm. This is a starting point for business, but it is difficult to optimize the algorithm to truly reflect the real situation of each user.

Next, the Dai need to consider is to maximize the retention of users, because users can take a run-off network evaluation report to find other educational institutions. There are three kinds of current realizable modes in the run-off net: the first is direct payment, in each evaluation report will link the recommended products; The second is the artificial consultant-type marketing, when the user calls into the advisory phone, the net sales staff will do further guided sales; the third is online communication.

Once they are paid subscribers to a run-off net, subsequent products will cover their entire learning cycle. "We are studying abroad as a benchmark, pushing forward for 8 years, during which each stage will have a very segmented product." "Dai said.

Therefore, after the 1.0 version of the attempt to online, the winning network technical team is a very important job is to join the payment link. "We have to control the deal before we can distribute the students effectively," he said. "In December after the online payment function, and then to the March 1 new version of the online, the winning net sales only ushered in a surge."

After the platform has the minimum hardware conditions, Dai has met the real challenge. Because he has to find ways to make more partners willing to access the platform. This is not easy, first of all, they are more willing to provide users with a one-stop service, all the users, and now, we have to persuade them to change the way to become part of the platform. In addition, they must adjust their teaching methods according to the product form of the net, no training organization is willing to do such a thing without getting enough orders.

Fortunately, there are a lot of resources available for selection at home. "The quality of some training courses is very good, but they suffer from no brand." Take the TOEFL test as an example, Beijing has more than 3,000 related training courses, but the winning net product team just picked out from 7. "Dai said. "From a certain point of view, they have the will to co-operate with us, because the cost of providing services is getting higher, they simply cannot afford Baidu." "Moreover, one of the most important reasons is that the product design of the run-off net makes their subdivision advantage more obvious." Dai said: "For example, in the new Oriental TOEFL 60 People's big class, perhaps according to English level can be divided into 7 to 8 grades, this should be corresponding to different products." ”

For example, there are 9 different products in the TOEFL training channel of the run-off network. The "ipad teaching method" in the studio of Li novel is mainly aimed at the low score people, some of the guiding style of teaching is to arouse the interest of students, the net also has a special security division, oral class, they even have a pure female class, "because there are many parents ask us if there is such a class." Dai, who calls himself the "biggest product manager", believes that there should be a breakdown of products at every stage of the learning cycle, which is the advantage of the platform.

In the product research and development team of the winning net, previously engaged in the Internet and the traditional education of each half, the sales staff to some extent also acted as a product operation role. "We are called PM, the project manager, and each of them is responsible for at least 4 products." "Dai said.

Run-off net products have now expanded to more than 60 categories, ideally, this number will increase, and at the same time, each category below will be subdivided. "But I don't think the more categories the better, after all, this is a platform to provide services." "Dai used the logic of the students in the traditional education institutions to reverse the evaluation of teachers, of course, they are evaluation partners," will certainly be regularly screened, our partners will be more and more scientific and strict requirements. ”

In a recent forum on education industry, the New Oriental Chairman and CEO, Mr Yu said a phrase to the Dai added confidence, "he said the future protagonist will be web-based education, and this is the most valuable platform provider." Even if the share of online education may not exceed offline education, he still sees it as correct. ”

In Beijing's "test" let Dai think he found the education field to achieve O2O method, "We will open up in the second half of the Guangzhou market, when an ecosystem is established, it is not so difficult to replicate." ”