Online Fight of Adult education: How Suntech has transformed its revenue by 70 million

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11 years ago, Aupont with a reverse bone, carrying 20,000 yuan into the relatively low threshold of education and training industry, founder Suntech institutions. 11 years later, Suntech's annual income has reached 400 million yuan.

Before that, it was rare to see Aupont willing to appear before the public, despite the deluge of "learning is a belief" advertised in the subway. "One of the philosophies I insist on is the law of dark forests. Do not come out before the special strong, once come out will be many people see, you will be PK, be imitated, will lose the advantage. One of our business strategy is: unlimited hiding themselves. Before I was interviewed by Dark Horse, Aupont declined to disclose any business figures.

Now the Aupont obviously relaxed a lot, different from the rise of Suntech before called "Blood history", Aupont told me Dark Horse: "I now need to be gentle and softer." "-perhaps it stems from Aupont's confidence in Suntech's current system.

Aupont never hid his love for conflict and struggle. Suntech has been in conflict since the first day of its existence. "I never believe in harmony, there is conflict, you let it happen, after it happens, you decide, or you release it internally." According to Suntech staff, except for the holidays, Aupont almost seven days a week and nine to 12.

Conflict does not just occur internally. 2010, Aupont decided to invest tens of millions of to set up a hi school network, trying to move the training to the line. At that time all people thought he was crazy, but Aupont has his own judgment: "The Internet for many industries revolution is irreversible, we feel that online education should be in two or three years after the fire." ”

From this, Suntech 2010 on-line Hi Learning Network, and braved great risks-with Suntech cash flow to support the Hi School Network, if the financing is not in place, the capital chain will be problematic. In three years, hey learned to do a lot of groping, and from the initial loss of 20 million to now revenue 70 million. In 2013 years, Suntech also launched the Fox Logos Online Academy and defined the Fox Online Academy as the core and main body of Suntech's transformation of the Internet. and 3721.html ">2014 five years after the year, Aupont to lead Suntech to achieve a comprehensive transformation."

In the "dark forest" behind, Aupont to I black horse to restore the development of Suntech institutions of the history and transformation of online education thinking.

Conflict and transformation

Suntech was founded in 2003 when it was SARS. Resigned from China Mobile, Aupont holding the only 20,000 yuan, the choice of vocational training. "According to my vision of more than 10 years ago, with this money, I was able to fix only education and selling lunch boxes," Aupont said. "People who want to start a business need to recognize their reality." ”

At that time, when the SARS, no income and pay rent, "Open your eyes every day to compensate 200 yuan." In desperation, Aupont even began to write novels, do proofreading to earn extra money, consumption by July, the company carrying only 2000 pieces. Aupont, with only 2000 dollars left, threw a "tofu block" ad in the newspaper, bringing in more than 100 admissions and four hundred thousand or five hundred thousand of the income for companies facing difficulties. In other words, Suntech survived.

Suntech mainly relied on flat-screen advertising to provide services in 2003-2005, with revenue growing at a rate of about more than 3 million per cent in 2005.

Suntech began its first genetic mutation in 2006--from 90% of orders from print ads to all advertising to the Internet. The decision was "risky" in Aupont, because print media and internet media needed completely different genes, and it was hard for a company to manage both. But the transition effect is obvious: 2006, Shangdeying 8.9 million, 2010 to 100 million, teaching services are still face-to-face.

2010, Aupont decided to invest tens of millions of, set up Hi School Network, try online education. "The Internet's revolution in many industries is irreversible, and the extent of the Internet depends on the nature of the industry." Not all education can be revolutionized, but I think adult education is the first step in online, because adult payers and users are a bunch of people who belong to the internet age and are sensitive to price. They are based on skills and exams, which is a utilitarian market. "In the Aupont of perseverance and constantly groping, hey learning Network tried to broadcast, live a variety of forms, and from the beginning of the loss to gradually profit, and then set up the Fox logos Online College."

In Aupont's plan, the future Suntech will transfer 90% of the business to the online, 10% put under the line, in the next five years, to achieve Suntech's overall transformation.

"In the process of Internet we are accustomed to the company's structure to make adjustments," Aupont said he will now be involved in the fight-type movement-especially boxing, "I do not believe in harmony, there is conflict, let it happen, the company's entire culture is this." ”

Standardization and efficiency

The market of adult vocational training is dispersed and restricted by the type of city and certificate, which leads to the development of the early Beijing training market which is single and difficult to enlarge.

Since 2005, Suntech has been trying to expand the city and the category, and the training category has gradually expanded to various courses such as property management, human resources, accounting and psychology. 2007, Suntech began to walk out of Beijing, into Tianjin, Shenyang, Qingdao and other cities.

In the process, Suntech has "tried more than 100 SKUs" (I Black Horse Note: SKU refers to different courses category), and constantly screening, and give up a lot of money-making products.

"English we don't do, because the market that can be done is basically already preempted, almost no space; The guide card has been abandoned for about two years because its national curriculum is extremely non-standard." Like accounting, even though there are more than 30 provincial papers today, they have 90% of the same content, only 10% different. "For course categories, the Aupont selection criteria are: The market is not big enough, tolerance is not easy to standardize."

In 2007, when Suntech tried to get out of Beijing, Aupont took out 2 million of its 8.9 million revenue last year to make a series of brand ads, putting it on the subway, outdoors, bus stop, and all kinds of betting. But Aupont that the brand advertising, more important is the channel.

Suntech's flow channels are mostly from Baidu. But in Aupont's description, more people are just rough type, Suntech in Baidu's launch efficiency is the opponent's three to five times times-any one project can monitor to a hundred thousand of keywords of each index, in Beijing, Guangzhou, Shanghai has more than 100 people's team in the study of this matter, establish and improve the data model.

Apart from Baidu, more complex models are in the entire network. The network itself involves a lot of complex variables, so Aupont for Suntech introduced a lot of like challenges, from Tsinghua University technology Daniel, he also spent three years to learn to communicate with them smoothly. Since July 2008, Suntech has been building a complex set of data models that make "Suntech's every penny efficient." ”

On the other hand, because the sale of educational products is "anti-human", Aupont that consultation is crucial to educating enterprises, and it is equivalent to the logistics of electric dealers in education industry.

Trial and error and exploration

"Why are we so worried about throwing so much money on the internet? Since the founding of the 2010 Hi-School Network, Suntech has done a lot of trying and groping in the field of online education.

Hi School Network at the beginning of the establishment, with the best teachers to record the course, with two years to solve the problem of selling courses, the core of the SKU is built, is currently the first in China online construction, the operating side through the video recording and live together to provide services. This is also related to the construction of their own users-the degree of Internet is higher, it is easier to accept. Last year, the school network reached more than 70 million of the revenue.

Since the second half of 2012, Aupont has been trying to carve out the entire course, hoping to use the fragmented lessons to improve completion-"We want to find a product that essentially changes education." "-but not yet," because human nature is lazy. ”

Just at that time, colleagues sent Aupont a "entertainment to death." "Its core view is that the form of media will affect the content of the media, in newspapers, television times, the expression is different." "This book gives Aupont a lot of stimulation," my previous problem-solving ideas are from the question itself to solve, from the essence is not different. ”

Aupont began to jump out of the frame to imagine more forms of implementation. The pattern of the show was thus entered into his thinking range. In the third quarter of 2013, the Fox logos Online College was established, from the beginning of the design, it hosted Suntech's entire Internet core and experience, and opened a full media coverage class, providing course live and social media FAQ.

And hey, the Web is still an independent platform, because Aupont believes that Suntech needs both fleets and flexible boats to be an important and compact ally in the process of Internet.

In the future planning of Aupont, Suntech will expand from more than 10 cities to more than 200 cities, gradually sink to three or four line cities, access users through the Internet, and provide services to users by offline companies.

Everyone's starting point is the same, see who can cross over. "Aupont a cigarette, he is still constantly thinking and exploring what is the best mode of online education," but you just want to understand the Internet revolution this thing on the line, the rest is to continue to move in this direction. ”