That's right. NET CEO: The Wind to watch online education should pay attention to four "quantity"

With a number of VC and focused on education investors after chatting, found that investors in investment education, especially in the field of online education there are always two kinds of taboo: first, your traffic is bought; second, what about your teacher running? Ask one thing, the current mature or for-profit educational institutions, some say their traffic is not bought, A few dare to say that their teachers can not run at all? The so-called "investors see all the risks, entrepreneurs see the full opportunity", it is true that investors see is to vote on a matter, how big the market, how long it lasts, there is no moat, and entrepreneurs see, even a fleeting opportunity, but also to hold tightly. Personal opinion: Educational institutions, especially online education institutions, as long as the four quantities, it is fully worth the investment, that is, "flow, stock, variable, quality." The so-called "flow", as we all know, there are many channels to get traffic, many investors will think that with bat cooperation is a risk, they will one day increase the cost of traffic or curb the flow of the entrance, it is true that the risk exists, but as a control in the flow of educational institutions, There must be a flow cost control mechanism, as long as this is done, the risk is small, and suppose that one day bat will be able to import traffic into its own platform (note: Ali has been so much, we can still sell well on the Aliping platform), that's not the problem, every educational institution that has content to produce, In essence is not worried about what platform to class, because we have content, we can do bat best content collaborators! The so-called "stock", the stock is the understanding of whether the user is willing to turn around, whether to stay, that is, how much of your return, your site active degree is how high, We know that the internet marketing of many educational institutions is still a "sea newspaper", on the surface appears to be a Web page, in fact, and "Sea newspaper" is no different, open the page, drag up and Down, n "Click to understand", n "Query Details", and finally to leave the phone or other contact information, and this mode, For today's competitive landscape, there is no dry goods and free experience resources of the "sea" advertising sales opportunities conversion rate will be lower and less profit naturally. The so-called "variable", in fact, refers to the transformation, as a marketing funnel, the order obtained through the flow is the core data, 1% of the traffic to the purchase is very high quality results, basically an average of 2 of the flow of money to obtain a 1000 customer unit price orders, the market costs about 20%, if the flow cost is 50 yuan, The Order of 25000 customer unit price is changed, the market cost is still 20% (study abroad and IT training field majority), these two examples are the on-line education domain is a very good cost and the cost control, but this funnel's flow cost, the sale opportunity acquisition rate, the conversion rate all can change, Some areas may be the cost of obtaining traffic is very high, but his customer price is also very high, the same can be done high profits, basically who can do this funnel, profits can be guaranteed! Actually, in this perspective,, the flow is not buying is not important, but how you control the marketing funnel. The so-called "quality", quality is mainly the quality of teachers and ancillary services, the quality of teachers, can be a big-time part-time teachers, can also be their own training of standardized team, whether that is the kind, as long as the quality of OK, will be the basic training institutions and advantages, because quality can create word-of-mouth, presumably these people know, Other supporting services are also very important links, such as whether you have to move the end of the learning portal, there are no professional application modules for the examination, these are in the support of the quality of teachers after an important link. From this point of view, the teacher does not go away is a can never prove the answer to the question, but the key to go and not go, not the changes in the outside world and the teacher's character, but training institutions their own management capacity, maintenance of teachers and the ability to develop teachers. When someone asked me to worry about not worry about the teacher go, I will tell him, walked a teacher, I have 40 behind him with the same ability, you said I worry? As for the teacher to go this question, I would like to add that this problem does not apply with 1 to 1, because 1 to 1 natural is a teacher to complete the teaching, The teacher finished all the work by himself. So 1VS1 can develop platform products, and more and more similar products appear, but for large classes, like my vocational education field, the teacher himself to recruit 10 students on the six-year course earned money, less than here 1 months of income, So the teacher went away and want to come back, to rely on low customer price large classes, for "cock Silk Group" of vocational education, teachers and training institutions are inseparable from the relationship. Basically, these four "volumes" answer the most important four parts of the training institutions, also answered the education investment is the most taboo of those two issues, for all online education institutions, to do these four can basically in the field of education, especially online education "duck in the World", of course, risks and opportunities coexist, This is a question that can never be avoided! (author Chang, yes Net CEO, micro-signal Crosswagon)