The chief executive Zhang Bangxin: Capital is difficult to fattening education industry

On the eve of online education, how does an offline education company embrace the future? Every company will face an irresistible fate: because of the historical limitations of the operators, the company in the face of the scourge of new technologies, the rout. Only a handful of companies can transcend the vision of the Times, embrace the new technology, the achievement of evergreen. Due to myopia and prejudice, many entrepreneurs who are in tune with the Times create brilliance often miss the opportunity when the next wave of the times arises. It's hard to get Microsoft to understand how Google thinks; Google certainly doesn't understand what Facebook is thinking. Zhang Bangxin, founder and CEO of a good future education group, has this anxiety: how to understand online education, an education company that is dominated by a line? The Internet attacks an industry, in a short period of time to subvert the old pattern. "We are at the turning point of the times, and traditional education is going to end in a lightning-like avalanche. "New Oriental co-founder, the founder of the Xu Xiaoping fund, with an exaggerated tone of passion to tell me." He is desperately investing in online education, and most of the forty or fifty education companies that have voted are turning to online education. 2003, Zhang Bangxin and students founded the "Austrian number Net", 2 years after the formal name of the institution for learning and thinking, specializing in primary and secondary school extracurricular training, October 2010, learn to think in the NYSE listing. August 19, 2013, learn to think of the name "good future", positioning as "a technology and the Internet to promote education and progress of the company." Zhang Bangxin wants to "use action to inform all staff and the public that we are determined to embrace the Internet and technology." This is the mobilization of all of our company, is the Enlightenment of Internet consciousness. "A year ago, he put forward the proposition of" transformation "inside the company, the reaction of senior executives is basically opposed, think this is delusion. It took him a year to communicate, as well as to strengthen his mind. Zhang Bangxin is not a strong person, work is to discuss with everyone to come. "I was strong, they ran away, and they had to talk to them, so that everyone would like to." "He pushed the matter like a woodpecker. 2013, the company reached an agreement to prepare for the next five to 10 years, to enter online education, rather than let others leather their own lives, as their own life. Trillion-scale education industry, the offline market share is extremely dispersed, education and training institutions boss New Oriental 2013 fiscal year revenue close to 6 billion yuan. Online education market share is estimated to account for 20% to 30% of the entire education industry, because the internet oligopoly is so competitive that the biggest online education company could win 70% of the 20% and become the biggest education company. "This is an unstoppable trend, the Internet will certainly be born tens of billions of of dollars in education companies," Xu Xiaoping said, "You want Tencent's market value from hundreds of millions of U.S. dollars into 60 billion dollars, it took ten years." "When you have the largest user base online, it's also a good place to be online," he said. No education company in the future is a pure offline company, all companies have to find their own location online, otherwiseBe finished. Like I'm rushing down the hill, you're going up the hill, my potential energy is stronger than you, you can't beat me. "The shallow level of learning will be transferred to the line, the depth of learning will continue to teach the line below, this is a hundred-percent trend, currently do not see the pace of change." The good future must gamble this matter, does not gamble will die ", good future Vice President Liu Yashu said. Imitation boss no Way out cut round Zhang Bangxin, face simple, wearing a Google logo on a gray T-shirt, which he went to Silicon Valley to visit Google souvenirs. I chat with him five hours, halfway to rest two times, he was in the office to play Taijiquan: "You see me talk so fast, I know I am impatient, play Tai Chi can let me control emotions." "Zhang Bangxin, who was born in 1980, gave me a first impression of being young, and most of his executives were of the same age. Young is a lucky company for a company facing industrial change. After graduating from Sichuan University in 2002, Zhang Bangxin, a master of biology Department of Peking University, took the train northward from Chengdu to save fares. Body only hundreds of yuan of him, determined to support themselves, from doing tutor began, at one time to do 7 part-time, one months earned two thousand or three thousand yuan. This will allow him to eat in the school cafeteria, more than other people with a chicken leg. Born in the countryside of Jiangsu Zhang Bangxin, deep inside hidden uneasiness: Parents are old, the family saved tens of thousands of yuan only enough for him to finish college. He was afraid that his parents were ill and had no money to govern. Part-time earned money, Zhang Bangxin bought a computer for himself, left a small amount of money to do the living expenses, others take home to parents. 2003, his classmate Cao Yundong found him a piece to do remedial class, two people scrape together borrowed 100,000 yuan, officially registered company. Zhang Bangxin didn't have that long vision, and didn't know how big the company could be in the future. He wanted to do it for two or three years, maybe not, make a buck, and finish school. In the 22nd-way business office of the bosom friend, they rented a room of less than 20 square meters, spent 350 yuan to buy the broken furniture: A metal cipher cabinet, two tables, two chairs, and a sofa to sit down. "Learning and thinking" was born, and later the company became an education group with 800,000 students in 15 cities and a K12 (primary and secondary school) training. At that time, the benchmark of education and training industry was new Oriental. "Everyone is learning new Oriental, China does not need a second new oriental." They do English we do math, they do college students we do the primary and secondary school, they do a big class we do small classes. It is no ideal to do the second new Oriental. I respect it in my heart, but respect it does not mean to imitate it. Because of the time, it is difficult to reproduce a new Oriental, history is difficult to repeat. "Zhang Bangxin said. "New Oriental and Mirae belong to two different times," said Eric Wen, a former Asset analyst at Korea's future asset finance group. The development of new Oriental is in the time when the Chinese think ' go abroad to make life better ', while the time of studying and thinking is ' Chinese parents willingInvest a lot in children's education to ensure that children are in a level playing field. New Oriental once represents ' export ', while learning and thinking means ' domestic consumption '. New Oriental once represented a desire to flee the Chinese system, while learning to think represents the desire to stand out in China's education system. (New Oriental and thought) is it not the past China and the present China? We certainly would not object to a more assertive China. "The Internet to change education is only a matter of time good future has not begun to be the Internet, it is very tense, there is a strong sense of crisis, their own in the toss." Perhaps this is related to the age of Zhang Bangxin, thinking is active, hoping to do something more exciting. He read KK's "Out of Control", to Stanford to understand how the teaching research system, will be the product manager related books recommended to the principals to see how to learn to do products. He will tell the person responsible for the forum, a good post you do not recommend on the homepage. He invited the rice net Wang Haibing, every customer prudential products of aging, gold map of Cheng Congwu and other people to communicate to the company, understand how the Internet. His heart has the Internet dream, believe that the Internet will certainly change education, just a matter of time. "He thinks we should first become the most internet gene in the industry, closest to the future education model," he said. "Good future senior vice president, study and think of the president Baiyunfeng said," Zhang Bangxin have a sense of crisis, always try to make mistakes, try some education and the internet combination of projects, these new projects may because the outside environment is immature, or we do not enough, go a lot of detours. Whether pioneers or martyrs, Zhang Bangxin will continue to try, repeatedly defeated. "For instance, the good future of e-degree education Network (eduu.com) was originally for good future internal parents and students to serve, Zhang Bangxin want e-degree network to become the entire education industry to provide services platform, the direction of this attempt may be right, but because of the timing, now unspeakable success. The so-called success is to use the right person at the right time to do the right thing, and finally get the right results. Zhang Bangxin each time to find someone to do a new thing, first of all, he is full of enthusiasm, the people stirred up: "Come, we do together, this thing is too good, certainly can become." "From 2010 onwards, the good future spent a lot of energy in the Internet exploration, calm down a few, two years later, the industry has not seen a particularly successful model." Zhang Bangxin that the first task of a good future is still, first of all, the traditional business to do a solid, subversion did not imagine so soon to come. Good future in the interior hatching some and online education-related projects, some platform-level models or technical research projects to invest. "Internet entrepreneurs do not know how to educate, Internet-literate education companies in the forefront of the future." "Good future of the E-degree education Network chairman Shen Wenbo said." He is a group of future investment team to see the project, a lot of VC also communicate with them. He felt that the first two years of online education entrepreneurs more wound up, a lot of people to step on the hot spot, hope others know him, good to take money. Several entrepreneurial groups he contacted this yearTeam is more mature, has got money, afraid of feather damage, in the exploration phase of research and development do not want to let people know. They don't know much about education, but they know big data, they understand speech recognition, they know artificial intelligence. "We're not going to run a lot of things, the most cutting-edge thing we see, the things we do right now, between the two we're willing to vote for." "Education community is the direction of the whole industry is now groping online education, has not yet found a real user needs to meet the product." The internet into many industries, the first is free (or very low prices), to C free, to B collection of money, do scale, scale does not necessarily make money. But education in this industry, many people do free things, parents do not recognize. Buy a dress for free you dare to wear it, but there is something wrong with your heart. Do you dare to take free medicine? Children's education is the same, the time is not reversible, parents are afraid of wasting time on bad products can not be recovered, so the free do not buy. At present, there are three kinds of online education models, one is school, the other is to do the C2C platform and the third is to do the education community. Foreign Mooc (massively open online classrooms), the model is that teachers record video, students watch video, students answer each other resolving, online exams to obtain credits. Khan College, EdX make full use of the interaction between learners, so that learning becomes an interesting thing, like playing a strange game. Read "The future is Wet", "cognitive surplus" of the good future of the general manager of the Ningbuyu Thinking Hall, the future of education community: "The integration of education and the Internet to produce substantial value, the most important point is the community of education." Or, the new organization way of education, people in various fields have the opportunity to know each other, change the lonely learning state, the future is a teacher, everyone self-study of the era. "He thinks the biggest impact of the Internet on education is that the gap between people who are independent and those who don't, will become huge, and the ability to take the initiative to learn on the Internet, where all the free learning resources are available, trumps everything." Like learning and thinking school, solve the problem of space, time, but has not solved the problem of learning power. Parents buy classes at school, and they have to stare at their children to learn, parents do not like this product, they are willing to spend money, but do not want to spend time and energy to educate children. To learn and think of school learning, are learning ability of children. 2010, learn and think school launched. Parents spend money to buy the right to use the teacher video, according to the price of 1700 yuan a semester sales, that year profit. Parents complained too expensive, the second year to 700 yuan a semester, a direct loss of more than 3 million U.S. dollars. 2012 school and think of net income 50 million yuan, accounting for total revenue 3%, direct loss of more than 1 million U.S. dollars. Now, school has more than 40 full-time teachers, income in accordance with the basic salary + commission of the way to do. Math teacher Zhu Yu and physics teacher Du Chunhu Annual income of more than million yuan. Liu Yashu is responsible for the business. He felt that the teacher who had come down from the line was experienced, but the desire to try something new was not strong. School needs their own teachers, young, have internet thinking. School to the teacher according to 5 points system dozenPoints: 2 points is the teaching materials, standing in front of the blackboard can not block the blackboard, speak rhythm to have control, language how to write on the blackboard, 2 points is the foundation of logic, knowledge mastery and explanation order must be very clear; 1 is the style, no feature can not be red. Zhu Yu and Du Chunhu are full marks. Zhu Yu Logic Clear Professional, clean, full of self-confidence, there is no you can not distinguish the momentum. Du Chunhu is a strong affinity, can be through a large number of physical experiments to explore the interest of knowledge points. Zhu Yu is not the biggest seller of video, but the highest rate of renewals. He posted a lot of posts on the forum, set up more than 10 QQ groups, about 3000-5000 people in the group, mainly by enthusiastic parents to maintain the order of the group. Line under the high viscosity, on the line viscous is very weak, Zhu Yu rely on QQ group to solve this problem. He adjusts his job based on sales figures to find out why it's not selling well. The parents will tell him that you haven't communicated with your parents this week, or you haven't written any articles. This affects sales, and he will make up for it. "This forms a virtuous circle, the better you do, the more you earn, the more you earn, the more you want to do well." "His pressure is also very big," some teachers are successful, other teachers will go to study, you must continue to innovate, today's trick to tomorrow is not a trick. "Zhang Bangxin estimates that income from schools will account for 5% to 10% of total income in the future." "The teacher made money, don't we have money to make?" It is hard to fattening the education industry for 2013 years as an online education year, VC and entrepreneur flocked into the industry. But the education industry, which has experienced a capital bubble, teaches that it is not a capital-fattening industry. 2010, four education companies listed to stimulate the capital market for the education industry enthusiasm, a number of education companies Yihongershang, open shop. After the listing, everyone else told Zhang Bangxin, financing is not to let the capital force to help you expand the scale? Management system Let IBM do, you recruit high-end talent to help you fix the company. Zhang Bangxin think should listen to everyone's advice. The company is a multi-division structure, said above to open up a little, the following magnification to 10 times times. Employees turned twice times, the problem surfaced: The team culture diluted badly. Old staff constantly with Zhang Bangxin feedback: So continue, the education of students to be problematic. The fall of 2011, Zhang Bangxin Reflection, the enterprise culture in the "tens of billions of learning and thinking," replaced by "hundred Years study and think", contraction front. In the 2012, many companies kept closing their stores. 2003 Zhang Bangxin for the first time, received more than 10,000 yuan, he has never seen so much money, very nervous, the parents said: "You audit feel dissatisfied with the refund to you." "This later became a good future hard rule: the parents can audit, the first class is not satisfied with the full refund." "You give others a little more down-to-earth." "This is Zhang Bangxin father taught him," men always have a little ambition, people are not short. "Zhang's father is repeatedly defeated repeatedly war people, in the countryside did not have 10 kinds of small trade, all failed." At the age of Zhang Bangxin 13 years old, began processing wonton skin, a yearly income of more than 10,000 yuan. Whenever the Spring Festival and the Mid-Autumn festival, Zhang fatherEndure overnight processing, Zhang Bangxin told him that a dime, profits can be doubled. Zhang is adamant not to raise prices. He sells wonton skin in the vegetable market, and he always gives customers one or two or 22 more. Because some customers will go home again, said not necessarily accurate, you give a catty he went home a call is more than 92, back to find you quarrel, as to give him more than a catty, lest quarrel. Zhang Bangxin for a good future perfusion concept: teaching bad students are tantamount to stealing money to rob Money, the initiative to parents, put themselves in a relatively passive position, there is enough pressure and motivation to teach good students. At first, he and Cao Yundong in the wood Tsinghua and the unnamed BBS post recruitment college students part-time, 100 to enroll only three or four. Have the whole bedroom to register but all was brushed off, back in the BBS said they are cheater company, Zhang Bangxin their account was sealed off. The admission rate is low because they require a high, half an hour early to the classroom, after class to answer student questions. Some candidates are not happy: I take the salary is for those three hours of class responsibility, you also ask me to do so much? Education can not be so simple to calculate the money, you go home, the students call to ask you a question, the company should not give you money? We must find people with common values and have a good teacher to start a class. "Zhang Bangxin said. The market of education industry is increasingly fragmented, it needs to be from the language to the style to more disciplines, training from large to small classes to one-on-one, the region from the one or two-line city expansion to 3456-line cities, suppliers are more and more, from big organizations to small organizations to self-employed. Fragmentation of markets is an opportunity for online education to rise. Now the Internet education is still in the 2003-year Taobao online stage, the era of chaos, a chaotic image. In the short term, there is unlikely to be a winner-take-all situation, and education is rarely used to push out capital. Weibo and micro-letters belong to one pole, small and light, time is its enemy, to the time of surging, to the time Yixieqianli; education is another pole, to speak well very laborious, sorting into the standard is also very laborious, accumulation is very slow, but each accumulation of a day to accumulate some things more. Chen Guangtao, founder and CEO of the network, said: "Education resources are stubborn resources, accept new things very slowly, not as fast as the electricity business subversion of traditional industries." Change in demand or will detonate the essence of online education is the transmission of information, the Internet can solve the problem of asymmetric information, a large part of the offline education will be transferred to the line. The question for online educators is: Can we find ways to improve the efficiency of learning? Can we find a better way to stimulate learning? Can we use technology to help companies reduce operating costs and improve efficiency? If you can solve these three subjects, it is possible. Otherwise, even if the media every day to shout online education, two days is who financing, are bubbles. The progress of education is very slow relative to the speed of the world's development. For thousands of of years, reading has been a privilege for a few, and paper and printing have not really popularized education on a large scale. The large-scale development of education in the industrial Revolution, through education and training of various types of skilled workers to meet the needs of large-scale social production. Han Yu's "Teacher's preachingConfusion "is the 1.0 edition of Education, the millennium has not changed in nature. The 2.0 edition of the education is the concept of the Huygens, awaken students to the love of learning. The new Oriental, the good future and other educational institutions have more or less used the concept of the Huygens. Zhang Bangxin that the 3.0 edition of Education is no longer education, it is learning. Education is the demand of society for people, there are gold medals, there are examinations, become competitive and tools. Learning is the process of perfecting one's self, which is a pleasure. Today's online education, the demand is still perfect social attributes, need to pass the examination card, get a diploma. Demand and offline education are still the same, and in the absence of fundamental changes in demand, the offline education experience is more effective. This is the reason that online education is still not erupting. Only one day, we say that do not care about the diploma, I just need to meet the needs of self-improvement, will produce beyond the imagination of the outbreak, the Internet to the promotion of learning will produce qualitative changes. An employee before leaving a conversation with Zhang Bangxin, said while crying: his family has relatives take the child to learn and think of summer vacation lessons, home raised dozens of, think the effect is very good. Relatives said: "In the big cities can pay to receive training, the rural children?" The poor children have no chance to change their fate? Zhang Bangxin for a moment tongue-tied, don't know how to answer him. The problem, he thought for a long time. Later, he thought: computer, smart phone just came out of the time how expensive ah, now everyone has a smartphone, first let the rich use, will eventually civilian. He said: "1.3 billion of people in China want to live as well as 300 million people, and this demand is justified." But education resources are not balanced, the only thing that can solve it is the Internet. "He wants to make educational resources more equitable through the Internet, and the longer-term vision is to" use the Internet to make learning a better experience. " Subversion from unseen places. The growth of the online business slowed down the trend of the offline business outbreak. Zhang Bangxin that investing online is good enough. If late, offline business has reached a high altitude, and then the transition is the feeling of cutting meat, painful. Now, good future offline business in the next 35 years will maintain high-speed development. Before that, the good future of the online business also up, it is not a transformation, but directly eat a portion of the offline business share. As a market value of 1.416 billion U.S. dollars (November 8), carrying cash 294 million U.S. dollars, nearly 10,000 employees of the listed companies, a good future has a unique resource advantage, but the resource advantage is also the shackles of innovative thinking. All thinking is based on existing resources. Perhaps a real understanding of online education is a newly graduated college student: Why do you learn this way? We should be another way of learning. Maybe they push the product out, the new Oriental, the good future is silly, and the hand-and-hand is not this generation of people want. This is the time when you find the enemy, it is too late. Hope to use the Internet and technology to promote the company's good future, not light, not only the resource advantages brought about by the thinking limit, but also the financial market pressure, can not tolerate the loss of tens of millions of yuan.Tall tree catches, all the people are staring at you, there is no way to sneak a thing to make. New Oriental stare at the good future, the good future stare at the new Oriental. But subversion may come from places they can't see. Ningbuyu said: "The real threat we have not seen, perhaps we have not seen the place has been born." The only thing we can do is to work hard, stay up all night, try to line up in front. Zhang Bangxin said: "We have also made some innovative funds to shape the atmosphere of innovation." We do not seek one-step, all people to engage in innovation, some people can do it, we hope that the innovation platform to build, so that really good people stand out. "Corporate culture does not have the basis of equality, respect and openness, it is impossible to create an atmosphere of innovation." Full authorization is the most solid foundation, do not need to do anything, there are good things out, employees can be motivated, innovative atmosphere will come out. Zhang Bangxin authorized more open, the direct intervention of the business less and more, sometimes he and the general manager of the Department of disagreement, basic general manager opinion. "I think I am not a good manager, I am not interested in the cycle of things, the process." Fortunately I have an ideal and can tough team, regardless of my attention or not attention, they will push to continue to go forward. "As CEO of Zhang Bangxin, focus on strategy and talent." Strategy, he is concerned with space, path and rhythm; He is concerned with development, values and treatment. 2013, he again think a recruit, superior to subordinates write work report, tell this week what to do, what plan, progress completed how. He feels good: "to tell their own voice to the subordinate to listen to let everyone know that the leadership also have emotions, but also be criticized by his leadership, there are times of distress, are very difficult." "Zhang Bangxin care more than the things themselves. If he wants to do something, he must first let you acknowledge it spiritually. If you don't agree with it, it's not going to work. He is sensitive enough to perceive whether you are true or false. Attention to people will also bring drawbacks, from the perspective of large companies, the system is very important, the system should be more stable, relatively human is conserved. Zhang Bangxin itself wants to obey the system, but he thinks that when people change, they should adjust quickly. He likes to study, like to reflect, you criticize him, he felt that you are right, directly admit that he was wrong. But the downside is that it's too fast to accept new things, and he runs too fast for his team. 3D printed, he wondered whether the use of 3D printing technology in the classroom, so that students learn more happy. Liu Yashu feel his pace fast enough, Zhang Bangxin said he: "You have no relationship with fast, you call extreme conservatives, people are free and democratic science, you still have braids." Liu Yashu felt Zhang Bangxin "too fast." He added: "But it must be said that death is better than death." A CEO is most afraid of being successful after the Stoop, this is a company tragedy. Zhang Bangxin is still constantly tossing and turning, trying to make the companyBetter。 At least, he is right in the direction. He said: "Good future is good, because there is a like toss CEO." ”