Network education is also a kind of retail business: The electric quotient thinking of Hua-an school

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Combined with the quality of education resources and the experience of the Internet, the course made products sold to consumers, education E-commerce thinking has been opened. Online education is not a new thing, many people remember the early years of "four schools", "101 School". With the rapid development of Internet technology, network education and distance classrooms have become more and more mature. Most of the educational institutions have developed school business to achieve offline learning, online supplement effect. and the more innovative angle is, the network education with E-commerce thinking to operate and realize.

There is no doubt that E-commerce is no longer a shirt, a pair of shoes online business. From the point of view of consumption, network education is also a kind of retail business, and E-commerce. At the same time, as a virtual commodity, like all air tickets, game cards, insurance and other commodities, online education product content is a section of the "Video Course", free from the physical inventory and logistics of the "heavy Trouble", greatly saving costs, in essence, it is also suitable for e-commerce model to do.

The leader of the civil service training industry, Hua Map, opened an "Hua-an school" dedicated to distance education in 2007. 2010, Hua Figure Online business model to explore the development of the current year's revenue of 30 million yuan-this and the new Oriental, Zheng Bao, such as the billion-scale business schools, is not a huge number, but it is the fastest growing industry. In 2011, it is expected to grow to 70 million yuan-80 million yuan, accounting for 10% of the entire group's business.

The thinking of electronic commerce

Hua Chart, general manager of Li Pingyu told reporters, online business model is also a step-by-step evolution. In the early days, the origins of distance education began with the mailing of CDs.

2009, Hua Figure School by Li Pingyu led seven or eight people to start, will educate the product. As a virtual product, pay attention to the flow and hardware input. But at that time the speed and hardware there are some obstacles, especially in the examination of the most intensive civil service university campus, college students of the Internet conditions have certain limitations. So Li Pingyu's first business model was to do a CD-ROM class. The core of the CD-ROM class is to burn the course to a CD-ROM, using the Hua Figure Education group below more than 100 affiliated learning centers, the recorded CD sold to them, through the franchisee to organize students to watch, or sell to students.

But relying on the franchisee model soon encountered a bottleneck. "Because franchisees do not consider the interests of large groups in order to maximize profits, they even sell thousands of-dollar course products to hundreds of dollars." "Li Pingyu realizes that this model will not benefit the future of the schools, or even the bigger and stronger institutions."

Until the second half of 2010, one day Li Pingyu on the internet to see a video of high-definition teaching. As the hardware became more and more good, he felt it was good to have a class experience in the present environment. "One side is the education curriculum, one side is the Internet, as long as the curriculum well, packaged, students love to see through the Internet channel to sell them, that is, distance education." "he said.

and an entity items of e-commerce competitiveness, without back-end warehousing and logistics, for front-end product requirements will be magnified. Since then, Li Pingyu began to use e-commerce thinking to do the education attempt, and became the "number one experience" of Hua an school--to a product manager's attitude and thinking to "stare at the product." Only from the point of view of the selection of teachers, it is necessary to pass several assessment: The image is good, Peking University, Tsinghua well-known teachers, but also through their teaching forms and the characteristics of the network students training.

Because it is a recorded course, the quality and beauty of the course directly affect the students ' accreditation. The previous school classes are mostly three-screen: a teacher, a navigation directory, a ppt--student experience is very low, and the core of the Internet is precisely the experience. As a teaching product based on the internet, he says, it is impossible to escape the rules of the Internet.

After the establishment of the school, Li Pingyu on the course products to China set a number of standards and rules:

First, all the teachers have to stand and lecture-before all distance-learning teachers sit and lecture, but the viewing experience is very rigid and sleepy; Secondly, all teachers must have students under the lecture, regardless of whether the students in the recording process or not, must let the teacher form a sense of interaction; third, PPT must be exquisite, such as in the courseware to add animation and so on, to maximize the interest of students; Finally, must use the way of knowledge point of teaching, extract the knowledge point, easy to let the students sum up and remember.

At the same time, the technical barriers to network products are equally important. According to Li Pingyu, Hua Chart School curriculum attaches great importance to students ' experience, "at present our video and Youku fluency is the same, players and odd art nets as trendy." "The general manager of the traditional industry, there is no lack of" the head of the Internet. Hardware devices, many schools are using the effect of back projection, that is, the back of a projector, the contents of the imported glass, while the Hua-an schools are bold from Japan, Korea introduced equipment. The teacher's "blackboard" takes a more than 100-inch LCD TV with more clarity.

Integration of resources and channels

The traditional enterprise turns to the electronic commerce, most will encounter the line on-line channel conflict problem. Li Pingyu bluntly, in the education industry, more is the line under the lines of complementarity. Take a student as an example, the average person once the content of the real digest of 27% is already very good, so after the class finished, more is the need for later practice and implementation. "Our online channel is to study how to effectively integrate courses and offline entity classes." "he said.

Li Pingyu told reporters, online courses under the majority of teachers are not the same, the network of classroom channels have their own advantages-is more excellent teachers. Why is it so hot in the Open class at a world famous university like Harvard online? Because excellent teachers are scarce resources, and the value of online education is to integrate the best quality resources, this online is difficult to replicate the scale.

Today, the group has expanded to more than 100 people. Without the link of warehousing and logistics, the front-end marketing strategy becomes more important. According to Li Pingyu revealed that the e-commerce strategy of Hua-Lu online using the sea, land and air all-round marketing model.

The promotion of the ground belongs to the traditional model, which is the unique gene of the traditional enterprise. Hua Chart School mainly uses the personal promotion of college students, that is, the use of Low-cost campus marketing to do ground promotion. Now there are 1000~2000 college student teams, they can through their own think good personal and network channels to do marketing, and finally through the invitation code to identify and give a split.

At the same time, the net integrates the resources and the effect of the Hua-da group. On the one hand, Hua figure owns hundreds of online training outlets, the use of various offline entities to help online promotion, such as and offline course products to pack a combination of preferences, the real formation of line under the complementary learning methods; On the other hand, there are publishing and book business, the use of books to promote is also very effective traditional hard method, Open the inside page directly is the Chinese map of the ad. According to Li Pingyu, better ways to combine books and classes, for teaching materials to customize the network course, that is, directly to the school teachers to speak a certain textbook. "These courses were sold unexpectedly well. "he said.

And online marketing methods, mainly how to work with a variety of platforms and channels, such as Youku, Cool 6, Sina and the Education Industry's Alliance website. Like Li Ning's products will be stationed in Amoy, good buy and other platforms like, Hua Map of the school courses will be placed on other platforms to sell, and eventually take a divided model. Li Pingyu does not care that in this kind of cooperation the school is usually "take the small head", he hoped that the school brand and the long-distance classroom form is actually spread out.

Now, the core course product of Hua Chart School is in 1000~3000 Yuan, also have thousand yuan of fine course. And offline a one-time class different, on the learning platform for each course in a year can play 6 times, after reading automatically closed. To prevent copying, downloaded courses also need to be networked for viewing. Of course, in the e-commerce thinking of Hua-an school, in addition to selling courses, there are selling services. "Learning is not just to watch the video, we also arranged a special teacher at a specific time to surf the internet, the user to consolidate and answer questions." ”

Simply put, the law of education is quality and resources, the law of the Internet is experience feeling, how to combine the Internet and education law effectively, is the essence of educational electronic commerce.

Han Yingji |