People in the industry: the status and problems of language training

Editor's note: Language training is a traditional market, large scale, many players, fierce competition, language training market status, what are the problems? A once in a language training institutions, snowball netizens "rookie also want to fly" wrote his observation and thinking, the following is the full text: The status quo: 1, the market capacity is huge, the tide of studying abroad intensified, and there are civilians, low age orientation. Prepare to go abroad the distribution of students, undergraduates about 50% High school 30% Middle school students 20% and middle school students are replacing undergraduates become the main force of the overseas Test. In addition, because the lower-age students ' self-control is poorer, need teachers more attention, than the undergraduates are more spoiled, this kind of group for one-on-one form of teaching quite favor, paying the highest ability. 2, a large number of competitors, although after nearly 20 years of development, the industry still does not appear to integrate the monopoly power of the industry, low market concentration. Although there are leading companies listed in the United States, but its overall market share is not high (such as in Guangzhou Market X enterprises have to streamline teaching points rumors). And because of the expansion of market size, the emergence of new institutions can survive. 3, higher profit margins, the main cost of teacher pay (accounting for the revenue of the 15%-20%) marketing costs (10%) Office administration costs (5%), estimated gross profit margin of about 50%, in the real economy is considerable 4, marketing channels due to the different agencies in the product differentiation is not high, consumers are difficult to identify, so marketing channels and brand influence basically determines the organization's ability to take orders. Take a company as an example, the most important channel is to cooperate with the study and immigration intermediary, the source will be imported. In addition, it will enter the university to sponsor student activities, lectures, roadshow and other means of direct contact with students, while comprehensive utilization of telephone marketing network marketing. College students have a good language base, self-control is better, can independently make the decision, generally inclined to report to read more people-made classes, pay ability in general. The main source of profit is high school students or parents. Parents don't know much about language training, more easily by the frontline sales staff to instill concepts and guidance, so that the high profit of one-on-one VIP courses (such courses are about 500/hour, customer unit price of more than 20000) problem: 1, teacher loss This is the core of this industry development is not always a perfect solution. The teacher turnover rate is quite big, goes to the general to move to the colleague, some high quality brand-name teacher often creates individual brand in the organization, understands the management operation method to go to the self, this is also many new organization joins the market the important reason. The core reason for the loss of teachers is that the proportion of salaries paid by training institutions is low, and teachers do not recognize the value of institutions in this process, and institutions often act as a channel only. For example, especially one-on-one courses, teachers and students can often reach a deal with 50 percent of institutional tuition fees. More importantly, when the teachers are on their own, opening new institutions, once the organization grows, its newly recruited teachers may become famous and start their own on a new cycle after several years.。 As a result, teachers as the most core assets of training institutions have been lost, resulting in the industry is difficult to form a higher market share of enterprises, the entire industry has been at a lower level of development. 2. Homogeneity of products. Most teacher's teaching, basically is the reference industry x Enterprise's data to carry out, especially the new profession teacher, this is the quickest method, but does not represent this is the best method. In addition, because the information we use is more consistent, the training courses of different organizations are the same, and once the effect of marketing is declining, it is difficult for organizations to maintain a strong source of tourists. 3. The quality of teaching is difficult to guarantee. The quality of teaching is often determined by the individual rather than the institutional capacity of the teacher, and if the core outstanding teacher leaves, the organization may have a decline in teaching quality. To be truly individualized, teachers need to accumulate for a considerable number of years, and this accumulation process may be interrupted by the frequent movement of teachers. Because this industry has obvious short season, the gap between summer and winter teachers is huge, and the entry threshold is not high, in school students, working people in the organization of part-time job is quite common, and because it is a part-time, often holding the mentality of earning fast money, education attitude and quality deficiencies. Moreover, because the teachers themselves can easily recruit their own institutions students to buy their own courses in private to obtain a substantial income, often focus on attracting customers, and the improvement of teaching quality for short-term income will not help. Solutions can be made in the following directions: 1, institutions can give teachers more value: In addition to professional training, can not provide some of the teachers are very useful and preferably can only be provided by the agency value-added services? 2, personnel system and business Incentive system changes: for the loss of outstanding teachers, there is no possibility to refer to the team responsibility system. A strong personal brand of teachers can build their own team within the company, rely on the same brand, accept the same management, but the team's financial relatively independent of the organization, self-financing, or can be directly involved in a higher proportion of the split. The same approach could also be used to incorporate small teaching institutions created by former employees. 3, the teaching systematization: can refer to four mature training system, under the highly mature system individual to the organization business performance influence is minimized, thus becomes a huge system the screw. (it is said that X Enterprise has been doing for a long time) 4, to create Low-cost trading platform: If there is a class of Taobao c2c platform, so that teachers and students can greatly reduce intermediary costs at the same time using evaluation and feedback system for teachers to make restrictions and incentives to improve teaching quality.